Marketing to Seniors

by Casey Conrad

When you think of the word “senior,” for many people images of little blue-haired women and frail old men clue-lessly driving 45 MPH in the high-speed lane come to mind. That may have been true in decades past, but today’s senior is anything but frail or clue-less. A more appropriate labeling of the 55 + market would be strong and financially influencial! Consider these statistics and observations:

Baby Boomers (born between 1946 and 1963) comprise the largest single population group in the United States, accounting for 31% of the total population.
Between the years 1999 and 2010 the 55-64 age group will have a 55% growth rate, more than twice that of any other 10-year age bracket.
By 2010, people between 55 and 74 will outnumber the 25-34 year olds (the market traditionally sought after by the health and fitness industry).
The 55+ age group, by both sheer numbers and net worth, is the most affluent segment of the American population.
The 55+ age group has more stability financially as well as geographically than other age group.
According to the most recent “Profiles of Success” report by the International Health, Racquet & Sportsclub Association (IHRSA), 23% of all health club members were 55 years of age or more.
The newly published IHRSA/American Sports Data Health Club Trend Report cited that between 1987 and 2001 there was an increase in 55+ memberships of 380%, making it the fastest growing segment of all groups joining health and fitness facilities.
John McCarthy, Executive Director of IHRSA recently was quoted saying, the 55+ market “is a monster market . . but what we’re seeing now is only the tip of the iceberg. When more and more of the baby boomers hit 55 and over, this market will explode.”

The bottom line is that the 55+ or “seniors” market is a huge opportunity—BUT this isn’t news to anyone who has been in the health and fitness industry for the past decade. In fact, for years a whole host of industry experts have been pleading with club operators to cater to the aging US population. And, even if your club doesn’t want to “cater” to the 55+ market as a specialty, the fact still remains that many of your future members will fall into this population, making it even more important that you understand the market and provide a bare minimum of services and amenities to attract and retain an older population. Therefore, the only question that remains is, “What are you doing to attract the 55+ market?” This article will explore the various marketing issues surrounding this population and provide you with insights and suggestions for creating an effective strategy to attain and retain the senior market.

Defining the Scope of Your Market

One of the first things every club operator needs to determine is the scope of the 55+ market they want to go after. Regardless of desire every club will have a certain percentage of its’ members fall into the senior market but what an operator offers in terms of facilities and programming will radically impact the numbers. If a club wants a larger percentage of the senior market, they must pro-actively cater to that market by offering appropriate programs. Water aerobics programs offered during the evening hours will attract a different crowd than a mid-day class; a group fitness class called “Balance in Action” offered at 10AM will attract a totally different crown than an evening group cycling class! As it relates to the facilities, a center that offers equipment that is senior friendly will attract more 55+ members than the free weight gym down the street. Further, a club that has fewer stairs, and provides ramps and wheel chair lifts will be more appealing to a senior crowd—even if it is only because of the message such facility design conveys. Although these things seem obvious, club operators must ask themselves, “How much of the 55+ market do I want AND how much programming and facility design am I willing to offer in accomplishing those market penetration objectives?” Once a clear market has been defined operators can turn to the specifics of club advertising and operation.

Advertising

Although it is the norm for today’s youth (both male and female) to participate in scholastic and extra-curricular fitness activities, ask a majority of the baby boomer population what they think of when they hear the term exercise and you might be surprised at the responses. For many, gym class was more punishment than fun. Of course, the guys had one level of activities and the girls another because it was believed that woman shouldn’t exert themselves too much for fear of harming themselves. Heck, I remember my Junior High School gym class where the girls had these ridiculous one-piece jump suits that we had to wear—and I miss officially being a “boomer” by one year! It is no wonder my mother thinks the “gym” means a bunch of sweaty guys!

The end result is that much of the senior population doesn’t see themselves as “exercisers.” Add to that the fact that fitness centers have been using advertising images of the “perfect body” for years and what you have is a confused consumer. Not only do many seniors have serious misconceptions about exercise but they psychologically have many barriers to entry, which prevent them from joining and in many cases even visiting a facility. Here are some key things that you can do with your advertising to attract the senior population:

Immediately change your media image as it relates to fitness. Instead of having the young, perfectly fit bodies in your ads, use photos that are representative of the 55+ market.
Avoid stereotypical ads of older adults, keeping in mind that people have a tendency to think of themselves 10-15 years younger than they actually are. Some products make the mistake of offending the senior population by depicting them as “old.” Avoid these types of images that may be seen as condescending.
Be sure that your marketing efforts provide plenty of educational information—even if this means you have to mail additional materials or send prospects to your web site. Remember that these people first need to see themselves as exercisers and that isn’t going to happen purely with image advertising.
Relate your advertising images and messages to activities of daily living. This means that marketing efforts should show how one’s everyday life will be enhanced through regular exercise participation—NOT that they will have the perfect body or find a good looking date.
Be certain to incorporate lots of testimonial advertising and photos in your marketing pieces. Provide the reader with details of how the featured individual lowered their blood pressure, relieved back pain, eliminated a prescription drug, etc. as a result of exercise participation. In addition, inserting information about helpful club integration programs and overall comfort in the facility is very powerful.
Offer short-term programs, which allow the individual to try the facility out at a low risk. A 6-week aqua aerobics program or introductory strength training program will lower the barrier to entry for many individuals who wouldn’t have otherwise walked through the club doors.
Offer special population programs such as diabetes, arthritis, osteoporosis, etc. (For more detailed information on marketing to special populations, please refer to the 2001 Marketing Tutorial Series, which is available on-line at clubindustry.com.)

Sales Approach

With the club’s marketing pieces designed to attract the senior market the next step is preparing sales team members to embrace a sales approach that will adapt to the 55+ mentality. This is not to say that the sales staff abandons normal selling procedure—on the contrary. In addition to following the basic steps to the fitness sales presentation salespeople need to incorporate two additional elements. They are education and patience. As was discussed earlier, many seniors don’t see themselves as exercisers and a majority probably never have been a member of a health club before. Therefore, extra time and attention need to be taken on the qualifying and touring process, fully educating the prospect not just on the club itself but also the basic benefits of a regular exercise program.

One way to provide quality education is to make handouts available to senior prospects. These could be something as basic as the fundamentals of strength and aerobic training or an outline of how to choose a quality health and fitness club. (If you contact IHRSA they had done a great article on this a number of years ago.) Another wonderful way to add education to a standard tour is by incorporating a brief visit to a personal trainer or the group fitness coordinator. A quick introduction to these individuals, followed by a short conversation as it relates to the prospect’s past history and goals for joining the club can lead into a personalized response by the trainer or coordinator or even an invitation for a free sample workout. It is these types of trust building relationships that will make the senior prospect feel more comfortable and confident in buying a membership at your club.

In fact, information is perhaps one of the most powerful sales tools a club can use when selling to seniors. Often these new to exercise individuals can’t get enough information in a typical 20-minute tour. Further, because of intimidation and false perceptions, seniors may not even take the club up on a free trial. One way to lower the barrier and add education and information to the sales process is by offering individuals who don’t enroll on their first visit to a new member orientation program. The orientation can be held once or twice a month, should be 1 ½ – 2 hours in length and should provide detailed information about the club, the staff and the services. Although the orientation process is technically designed for new members who want to learn more about how to get the most of their new fitness facility, such a program offers a perfect venue for missed guests to learn more, ask questions and, most importantly, be around a group of individuals who are just like them—new to fitness. To make such a program effective a club must first plan the function and establish a staff to organize and run it consistently. Next, implement an invitation process that automatically goes out to missed guests along with follow up phone calls by the sales staff to reinforce attendance. Although such a program takes some time and effort to coordinate, it could become a very successful tool with the 55+ market.

One final observation to keep in mind when selling to seniors is patience. These individuals may not be as quick to buy a membership as the average tour because they want to feel both comfortable and confident they are making a good, educated decision. This means that salespeople (and management) need to plan for a longer selling process that might include multiple visits and any number of follow up marketing efforts, including educational pieces and trial offers.

Member Services, Amenities & Integration

Once you have designed marketing pieces that attract a market, and your sales approach has been modified to create a successful sale, it is imperative that the services and amenities your club offers fulfill the expectations of that consumer. According to industry expert Sandy Coffman of Programming for Profit, seniors have five general wants and needs. They are socialization, mind stimulation, leadership, comfort and convenience and value. In addition, they like to be treated with energy and enthusiasm, receive personal attention and respond well to environments and individuals that show empathy and desire to build trust. With these things in mind, there are a number of services and amenities clubs must incorporate into their programming and culture in order to meet the expectations of the senior market. These include:

A variety of assessments that will identify special needs and accurately determine levels of fitness to aid in new member programming and integration. These might include a PAR-Q, EAR-Q, body composition analysis, VO2 Max and resting metabolic rate measurement.
Strength training equipment that is specially designed for seniors or, at the very least, can be adjusted in small weight increments (1 pound if possible).
A highly structured (and even extended) new member fitness equipment orientation process.
Careful and thoughtful scheduling of group exercise classes to allow for seniors to utilize the club during the daytime and be surrounded by like-minded individuals.
Proper education and execution of classes that offer safe movements for the identified age group.
Beginner or introductory classes that allow new to exercise individuals to obtain a comfort level with basic movements and formats.
An environment that includes the best flooring for low-impact movements, proper lighting and appropriate temperatures.
Proper music in, both group exercise classes as well as on the fitness floor or in specialty rooms.
Instructors that are trained to and enjoy working with the 55+ market.
Programs and activities that create a strong social component. These might include non-traditional classes such as line dancing, offering activity-based classes like sewing or cards and providing party’s and small events specifically for the senior population.

Putting it all Together

When establishing any new marketing campaign time and effort is a normal part of the process. The rapidly growing seniors population offers a tremendous growth opportunity for all health and fitness clubs. On a daily basis the media is bombarding the public with the benefits of regular exercise, especially as it relates to maintaining quality of life. In addition, boomers are highly concerned about slowing or reversing the effects of aging. By thoughtfully putting together a new marketing campaign, clearly defining the portion of the senior market your club wishes to attract and then modifying the sales approach and club programs and services to meet the needs and wants of those individuals, clubs can anticipate gaining and retaining a larger percentage of the 55+ market. The result will be more memberships in the short-term and a proper positioning for market penetration in the future as the senior population continues to grow.