T
he big three
– the big
box, the
budget and
the boutique
operators
– all have their unique
challenges when looking
at acquiring new members
(not to mention the all-
important part of the equation
– retention!).
We all know the laser focus
that the boutiques have
brought to the market with
their insights on Gen Z (born
between 1995–2015, they
are currently between 4–24
years) and the Millennials
(born 1981–1996, so 23–38
years old) and therefore the
curated experiences including
the ‘rock star trainer’. But
somehow we seem to be
missing out on what is surely
low-hanging fruit.
Once again for 2019, ‘fitness
programmes for the older
adult’ has made the ACSM
top 10 trends, but this market
seems to get the cold
shoulder from the operators.
So, for any instructor that’s
feeling a little lost in a world
of disruption, where the world
seems to be full of
‘fit-fluencers’ and social
media noise, think again.
Unlike their younger
counterparts, the Baby
Boomers are more likely to
remain members over the
long haul. For members
between the ages of 55–64,
the average member tenure
is 7.1 years; for those over the
age of 65, the average tenure
is 7.3 years (IHRSA Consumer
Report, 2018).
Baby Boomers as a group
have more distinguishable
needs than those members in
their 20s, 30s and 40s. Keeping
their independence is one of
their top lifestyle priorities.
They also look for:
• prevention – they realise
they’re entering the
second phase of their lives
and see a need to prepare
for this second half.
They’re looking to prevent
falls, memory issues,
and declining health and
quality of life
• control – they seek
control over their lives and
are trying to manage high
blood pressure, arthritis
and other health issues or
disease
• reversal – they wish to
slow down the effects
of ageing; perhaps
they’ve had a knee or hip
replacement. Maintaining
mobility, flexibility and
balance are important,
and they want to continue
to enjoy time with their
grandchildren, doing their
hobbies, and playing golf
or tennis
• independence – they
want to continue to
have the independence
they’ve enjoyed up to
this point in their lives.
They desire their freedom
and their ability to live
independently. Often
‘empty nesters’ or perhaps
widowed, they want to
remain social and to have
connections with others
(Dori Nugent, Group
Fitness Director, Club La
Maison – Precour).
So, with more time on their hands and
potentially disposable income, the time is
right to upskill and meet the needs of the
Baby Boomer!
@REPsUK
FM 17