Fitness center participant at the Rehabilitation Institute of Chicago

I don’t know about you, but I’m getting older.  Thank goodness it’s not just me!  It is estimated that by 2030, one out of every 5 Americans will be 65 years of age or older.  As Baby Boomers age, society needs to change to accommodate demands of this growing percentage.  So, what are we doing to meet the physical activity needs of this aging population and how are we making available opportunities known?

Not only is aging inevitable, but chronic disease, disability, mobility limitations, and other physical impairments increase as we age.  Fun, huh?  With the significant buying power of the Baby Boomers and the physical changes they face, the setting is primed for the development and marketing of accessible and inclusive programs, services, and facilities.

You may already have accessible and inclusive programs, services, and features, but how many people know about those?  People with disabilities are often unaware of physical activity opportunities in their area despite their existence.  The problem then, is marketing.  How are people going to know about what is available if nobody reaches out to them, particularly if a prior experience in a fitness setting was less than positive (which certainly wouldn’t encourage me to seek more out)?

Here are some tips:

• Remember that disabilities come in a variety of forms:  sensory (visual, hearing), cognitive, and physical.  Consider as many types as possible when creating your marketing materials and strategies.

• Provide materials in various formats such as large print, Braille, electronic, and pictogram OR know how to get them upon request.

• Make sure your website and online materials are accessible (i.e. can be read by screen readers for visual impairments).

• Include images of people with various abilities, conditions, impairments, and body types in your materials.  There has been a lot of attention on including all races and both sexes - expand that to people of all abilities too!

• Actively reach out.  Post flyers or distribute brochures in community centers, independent living centers, physical therapy clinics and accessible housing common areas.  Find an opportunity to attend a meeting to talk about your program.

• Build relationships with healthcare providers and encourage them to share information about your facilities and programs with patients, whether personally or in waiting areas.  Once an individual leaves acute therapy or rehabilitation, community level fitness tends to be absent because people don’t know where to go next.  Tell them!

• Highlight specific accommodations in your facility, like a pool lift or upper body ergometer.  Make features stand out in your materials by using universal symbols of accessibility  and highlight them on your tours. Even if one person doesn’t need a particular feature, chances are they know someone who does!

• On your membership form, ask if there is any need for accommodations.  Often people do not identify as having a “disability” yet could use some sort of accommodation to use the facility to the fullest.

Older adults and individuals with disabilities are a growing population with money to spend and health needs to address. By reaching out, you are not only increasing your membership base, but are also helping to fill a significant need in their lives. 

For more information on marketing to individuals with disabilities, go to

§         http://www.ncpad.org/fitt/fact_sheet.php?sheet=666

§         http://www.ncpad.org/fitt/fact_sheet.php?sheet=468

“So, what are you doing to meet the physical activity needs of this population and how are you making these opportunities known?”

This week, we focus on the role of schools in facilitating physically active lifestyles:

2010 Shape of the Nation Report:  Status of Physical Education in the US  (Source:  NASPE)  The National Association for Sport and Physical Education and the American Heart Association have collaborated to present current state-specific data on physical education in schools. 

Changes in liability laws could open up schools for community recreation  (Source:  University of Florida News)  A Florida professor, and author of a forthcoming study in the American Journal of Preventive Medicine, explains that minor legislative changes surrounding school building use can positively impact families’ recreation options. 

In your opinion, how can the potential for schools' positive influence be realized without creating significant burden?

Colin Milner, CEO, International Council on Active Aging, with Professor Klaus Schwab, founder and Executive Chairman, World Economic Forum.

Marketing physical activity to older adults is more than just advertising, direct mail, email, websites and blogs. In reality, marketing is everything you do to build your reputation and brand.  Marketers today have an uphill challenge when focusing on the 50 plus market, as three-quarters of this group don't believe what you have to say. The lack of credibility is a major barrier when marketing physical activity to older adults.

Check out the following 9 tips for building your credibility (and adapt them to your organization or your individual role):

1.  Court partners

Governmental organizations, non-profits, and highly respected companies are ideal for creating strategic alliances as credible organizations. Alliances confer on your organization a level of credibility almost impossible to buy and difficult to create.

2.  Do your research and know your market

The one-size fits all approach does not work with the older adult market, which has many segments-each with its own wants and needs. Learn what types of marketing appeal to different segments. For example, the term senior is disliked by 98% of Baby Boomers.

3.  Provide the facts

This age group wants straight facts, with data to support them.

That's why the Physical Activity Guidelines are so important. Effective messaging explains clearly and simply why someone should be interested in exercise, what you have to offer, and what benefits the person will receive.

4.  Create relationships

Generally, older adults value personal ties and will gladly take the time to get to know you and your service. Take advantage of this attribute by providing people with an unforgettable experience.

5.  Become an expert

If you or your organization has little or no profile in your community, craft one. If your presence is mediocre, enhance it. Become a local or national expert in your field and ensure the media knows it:

* Make yourself available for interviews;

* Write articles; or

* Conduct seminars.

6.  Get involved in your community

Support local charities, initiatives and senior groups. Hold events to show your support for these causes.

7.  Educate the market

Partnering organizations for the Be Active Your Way blog are a good place to start. You also can host seminars to help educate your customers about the health issues they face, such as osteoporosis. By educating these customers, you show you speak their language.

8.  Choose appropriate models

In your marketing, use photography and art that reflects your audience's lifestyles.

9.  Strut your stuff

If you utilize the Physical Activity Guidelines, let them know. If you are a member of a national industry association or to a governmental group that specializes in the aging market, let people know. Your key copy elements should include professional endorsements, documentation and evidence.  For example, associating my involvement, as a chosen participant in the World Economic Forum Global Agenda Council on an Aging Society lends credibility to myself and the ICAA because the Forum chooses only 20 participants from around the world (see photo).

By enhancing your credibility in consumers' eyes, you show older adults that you share and understand their values.

What has your organization done to enhance its credibility with adults as they age?