Is The Fitness Industry Ready For The Boomer Explosion?

Do you presently train many boomer or senior clients? Do you know how to effectively attract what is likely to become the largest unserviced training client market on the planet? I know this is an area of my business that could stand significant growth and learn about this I’ve turned to my friend and colleague Dr. Dan Ritchie.

Here’s what he has to say…

In 2013 Baby Boomers will be turning 68 years old.  The largest segment in our economy, with the largest percentage of wealth will be turning to the fitness industry for help with their aging bodies.  The number of quote “special populations” that will be seeking out fitness professionals is about to reach a tipping point.  Here is just a sampling of some of the conditions a boomer client might present with:  Joint replacements (often 2), osteopenia, sarcopenia, cardiovascular disease, diabetes, metabolic syndrome, obesity, arthritis, Parkinson’s, peripheral neuropathy, cancer.   Many will present with multiple challenges, this all on top of a deconditioned body with limited fitness ability.   However the situation is not bleak or discouraging if one is readily prepared for the challenge.   This is not your average client seeking a flat tummy, or sexy love handles.

I like to show boomer or senior clients that they are on a progression or a trajectory through the aging process.   Now there are some things you cannot modify or change on that aging course.   For example you cannot change your gender, your age, genetic factors, vision problems, but as fitness professionals we can impact lifestyle and facilitate a training program that will maintain high levels of function for your clients into their 90s.

This model I use in every consultation with a client over the age of 55.   This really shows that as individuals there is a tremendous range of function that our future may hold, and exercise may be the difference between golfing in our 80s-90s or a nursing home.

This chart depicts the trajectory that you are on as you age.   You notice there are two trajectories pictured one that drops below the disability threshold and one that stays above it, which one would you choose?   I fully believe that most older adults should follow the higher trajectory, and in many cases lifestyle is the significant separating factor…..so in a simple sense that choice is up to each individual.   I actually believe this should make for a lifetime client.   If you sign someone up to train at the age of 65 you might have them as a client for 5-20 years!  This is not the 34 year old looking to drop weight and then drop you as a trainer.

I believe the “new senior” client will want nothing to do with the senior fitness programs we have seen in the past.   Boomers are not taking aging lying down, to give you an example two recent clients were training for outcomes such as climbing Mt. Kilimanjaro (current client age 55) or riding bikes for several hundred miles in France countryside (current client age 70).

I believe the Fitness market for Boomers and Seniors is poised to explode for those fitness professionals that are prepared.  This isn’t going to be a small niche market, but it will be where the most successful and stable fitness businesses will thrive for years to come.  Keep in mind the young baby boomers are still late 40s early 50s and will want to stay young and active for 40 more years (or your entire career).

Dan M Ritchie, PhD, CSCS, HFS-ACSM

Dan Ritchie, has a broad background in the fitness industry including training and management in commercial and university/hospital-based fitness, for-profit, not-for-profit and educational facilities. His primary areas of expertise are in personal training for special populations (pregnant women, those with chronic disease and/or disorders such as Parkinsons, multiple sclerosis, cerebral palsy, Fibromyalgia and Alzheimers, etc.). He has participated in state funded research on exercise for Alzheimer type severe dementia and regularly presents at national and regional conferences. He is a past Board member of the Midwest American College of Sports Medicine and was nominated for the ACSM National College Board of Trustees in 2008. He has been the Enhance Fitness Master Trainer for the State of Indiana since 2007. While at Purdue, he received a Lynn Fellowship and a National Strength and Conditioning Association research grant, and in 2009 his Ph.D. in Health and Kinesiology, with a minor in Gerontology.

His experience also includes:

• FallProof Instructor Certified, from California State, Fullerton, 2006-present
• 2005 Thesis of the Year Award from University of Wisconsin-Whitewater
• 2004 Graduate Student of the Year, American College of Sports Medicine, Midwest Chapter
• 2005-2007 Student Affairs Committee, ACSM
• 2005-2007 Board Member Midwest American College of Sports Medicine,
• 2008 Nominated for ACSM Board of Trustees
• Enhance Fitness Master Trainer for State of Indiana 2007-current

Presented at Amercian College of Sports Medicine, National Strength and Conditioning annual meetings, Athletic Business Conference, National Council on Aging annual meeting, World Congress on Physical Activity and Aging