There’s a win-win situation waiting for you: You can contribute to the health and longevity of your club and your members at the same time.
Fitness facilities are proving to be the new horizon in clubs across the country. When the last round is played, the pool is drained and the tennis net is lowered, fitness facilities are one of the best ways to keep club members engaged year-round. Your fitness facility is also an investment that can set your club apart from others, boosting membership and creating a positive buzz in the clubhouse.
People of all ages are more attuned to their health and also enjoy the fringe benefits of working out like socializing in group classes or capitalizing on opportunities to learn about wellness and nutrition. While it’s helpful to know the latest fitness trends being adopted by every-day athletes in their 20s and 30s, don’t forget a primary demographic—and likely your largest membership segment—Baby Boomers and seniors.
Baby Boomers are one of the few groups with discretionary money to spend, making meeting their needs at the club a top priority. Amplifying fitness facilities and offerings will translate to more time spent at the club and fitness centers that cater to Boomers are an incentive for new members to join.
Born between 1946 and 1964, Boomers make up 26 percent of the population according to U.S. Census reports. This demographic of about 78 million people had, until recently, been underserved when it came to fitness. But, with the continued aging of the U.S. population, more resources are being devoted to keeping seniors happy, healthy and out of hospitals.
Just How Much Exercise Do Boomers Need?
The Center for Disease Control and Prevention (CDC) recommends that older adults require one of the following:
- 150 minutes of moderate-intensity aerobic activity every week plus muscle strengthening work two or more days a week.
- 75 minutes of vigorous-intensity aerobic activity every week plus muscle strengthening work two or more days a week.
- An equivalent mix of moderate and vigorous intensity activity coupled with at least two days of muscle strengthening work.
Boomer-Friendly Fitness
What are some ways clubs can “boomerize” their fitness facilities and offerings?
- Focus on Functional Fitness
Both functional fitness and exercise for boomers were high-ranked on the American College of Sports Medicine’s 2013 fitness trends. Functional fitness trains your muscles to help you do everyday activities safely and efficiently. For example, a squat to bicep curl is a functional exercise because it trains the muscles used when you pick up a heavy object from the floor. Other times you can put functional fitness training to work include carrying heavy groceries, building endurance to go on a family trip that involves a lot of walking, or playing catch with a grandchild. Small group functional fitness classes that utilize basic equipment like light weights and fitness balls are a growing success.
- Control the Atmosphere
Offer Boomer and senior programming in the mid-morning and early afternoon, when the gym is more likely to be empty. Older gym clients prefer a quieter environment where they can clearly hear their instructor and focus on the task at hand without the crashing sound of metal plates or grunting of overzealous weight lifters. Along the same lines, turn down the volume and change the iPod playlist to include background music from earlier decades.
- Reconsider Equipment and Classes
It’s possible to “boomerize” many of the fitness classes that are popular among young gym members these days such as zumba or even, boot camp. Simply lower the intensity and the tempo since older adults are more focused on building strength and flexibility. In some cases, classes can even be taken sitting down. Keep group classes small to allow for individualized attention.
When selecting equipment for Boomers, go for low-impact cardio machines like stationary bicycles and prioritize purchases on resistance training machines that target the legs, arms and back.
- Hire a (More) Familiar Face
Even trainers are older these days. The American Council on Exercise (ACE) says the average age of a personal trainer today is 42. Boomers may feel more comfortable training under the guidance of a more mature trainer rather than a younger 20-something. Some clubs even look to hire trainers that are certified in, or at least specialize in, fitness for older adults.
- Fitness with a Side of Wellness
For many clubs, the “fitness center” is becoming so much more. ACE predicts that fitness professionals will collaborate with nutritionists, stress management experts, physical therapists and physicians to offer a 360-degree approach to your health. Members will no longer need to go outside the club for the kind of attention and appointments they need. This translates to more engaged members, more meals being consumed at the clubhouse, and more referrals of prospective members.
Benefits to Boomer Exercise
It’s unavoidable. As we age, we lose muscle mass, bone strength and even our sense of balance. However, regular exercise is the best way to turn back the clock. The Center for Disease Control (CDC) says frequent exercise relieves arthritis, reduces the risk of falling and lowers the risk of type 2 diabetes.
This goes back to the win-win situation posed at the top. A focus on boomer fitness benefits the club and its members. Some would say, since boomers are the fastest growing segment of the population, it benefits the country as well.
Laura Hayes is NCA’s communications manager.