Contributing Writer:

Jennifer Baier, BA Psychology, BS Sociology, MA Gerontology spent a year of her masters program researching the fitness activities of those over the Age of 55. She is also is the Media Consultant for AARP Wisconsin,  and has worked extensively with the 55+ population in both home health care, and as part of the AARP Advocacy team.

No permission is required to use this article from The Matrix Connection Newsletter for local or educational purposes.

From 1987 to 2004 there has been a 580% increase in the number of health club members over the age of 55, making it the fastest growing segment of the gym population. The 55+ now account for 25% of all gym members (IHRSA). It follows then that with this large of a population there will also be growing competition between health clubs to tap into this potential market.

A recent article published by the Journal on Active Aging (2005) gave the following advice to clubs that would like to attract older adults: “Be aware of a one-size-fits-all approach, refer to the clients as Mr. and Mrs. and have poster testimonials from older members on the walls.” A pre-tour interview should ask the following questions to potential members: Why are you here? What is your history of exercise? What are you hoping to do here? During a tour the facilitator should speak loudly, clearly, and use non-technical terms. They should explain and demonstrate each machine, and should introduce potential clients to existing members. The facility should show they have knowledge of the common diseases affecting older people and know how this facility may be able to accommodate them, which may mean more staff training on geriatric issues. Another thing to consider is transportation, many health clubs have now formed partnerships with local assisted living facilities and senior centers in order to provide a shuttle to and from the facility.

The Aging Dynamics Newsletter (2003) had the following recommendations: Advertisements, brochures and images should not use the perfect body image, but instead should show people of various sizes, shapes and ages. In the front lobby include plants, comfortable seating, and a variety of reading materials. Reception and personnel should consist of a variety of ages and fitness levels. Try to create a club within a club by using small areas where someone may be able to use the equipment or test it out rather than large intimidating areas, and provide handbooks in addition to instructions on equipment. The number one way to make older adults feel comfortable about a new machine is to provide them with a good set of instructions.  Lastly, programming on machines should be for all fitness levels; just because someone is older doesn’t mean they don’t need a challenging workout.

Many health clubs have also begun offering coffee and creating spaces to accommodate socialization before or after a workout. Something as simple as several tables, chairs, and daily newspapers create a welcoming environment which can be appreciated by all ages and make the club feel less intimidating. These changes will draw new members and help to retain them by creating a positive environment that they will feel comfortable in.