It is easier in many ways to promote physical activities to middle-aged and older populations for a variety of reasons, but how well will they listen? If the messages are tailored precisely, they will listen very well, it turns out, despite the generation's somewhat skeptical demeanor.

Many seniors are turning attention to themselves after raising their children. Some may turn to physical activity because of medical advice to ward off chronic disease or for weight control. The effects of heart disease, asthma, diabetes, and a host of other conditions are mitigated by regular physical activity.

Others turn to physical activity to fill time or to engage socially with others after children have left home and there's more free time available. Retirement communities often market themselves as "active communities," advertising golf courses, tennis courts, a menu of aerobics, dance, yoga/pilates, and other classes that enable seniors to be physically and socially active at the same time.

Marketing to baby boomers, the World War II generation, and older seniors is good business. The wave of children born after that global conflict has been the major marketing influence at each age as they have moved through adolescence and the childbearing years of adulthood and now into their retirement years. We are only in the first few years of baby boomer retirement so the bulk of those born during those years have yet to receive their first retirement checks. As this generation marches inexorably towards their "golden" years, business marketing will be increasingly focused on tailoring their pitches to attract this cohort.

In a recent review of research by the American Association of Retired Person (AARP) into marketing to seniors, Colin Milner, CEO of the International Council on Active Aging, recommended that those who wish to market programs, services, etc. to the burgeoing seniors market do their homework first.

"[This] valuable research reinforces the need to do your homework before setting out on a communication campaign aimed at the mature market. Learn how to speak the language of older adults. Encourage them to be physically active four or more days per week at moderate intensity, and focus on your low-hanging fruit: the planners and tryers. Your success could depend on it." - Colin Milner

It is human nature to assertively press for individual choices as we age into the second half of our lives. While marketing gurus typically expect us to make economic choices based on how we identify with one sector or another of the consumer population, we humans self-diversify as we age. It becomes much harder for those who would wish to separate us from our dollars to predict accurately what car we'll buy or what beer we might drink based on our friends' choices. We just don't follow the pack the way we once did.

As boomers age, their marketing clout will be felt throughout the economy, and the fitness and wellness sectors won't be left out. Nearly one quarter of all fitness memberships belong to seniors, and more than 40% of hospital wellness center memberships, according to the International Health, Racquet and Sportsclub Association (IHRSA). Successful marketing to this generation will become a business imperative for many.

AARP's research drilled down to determine what motivates seniors to engage in physical activity and what obstacles block them from participating. The research found broad differences between those who were retired and those who were not, as well as differences between those who are habitual exercisers already and those who are sedentary. According to Milner, "they found big differences in how specific words were interpeted: Exercise was viewed as hard and difficult while physical activity was not." Neither those who exercise not those who do not equated the words "physical activity" with exercise, which many thought was too hard and difficult.

AARP Triumph Triathlon Series Was Early National Model

In 2002, AARP was worried about the Surgeon General’s declaration that more than 60 percent of all adult Americans were overweight or obese, with the 50+ population representing the most sedentary and obese segment of the adult population. Looking at demographic data stating that 80 million people would turn 50 over the following decade, AARP launched the Triumph Classic, a mini (swim-bike-run) triathlon in cities across the country. The series – a 400-meter swim, 20k bike, and 6.2 mile run - grew from six to 15 races in one year, with support from the National Park Service. The final event featured more than 500 senior triathletes competing in a national championship event in - where else? - sunny Florida.

AARP and USA Triathlon, the national governing body for the sport, joined together to offer an 8 week multisport training program that was included as part of the $30 dollar race entry fee to help seniors prepare for the short triathlon event.  The low cost and the AARP’s enormous potential for marketing the events around the country to its very own members. Triathlon has grown so extensively in the United States since then that nearly every race has its own senior “waves,” and special senior events no longer are needed.

SilverSneakers Success

SilverSneakers is a wildly popular physical activity program marketed by Healthways to various group retiree health plans nationwide or for those eligible for Medicare. Healthways is the largest independent global provider of well-being improvement solutions.

SilverSneakers is a multi-modal program that offers a fitness center membership that may be used at any participating fitness center, including YMCAs.  Program benefits include access to fitnessand conditioning classes, exercise equipment,  and customized classes along with online programs for weight loss, smoking cessation, and stress reduction. Participating health insurance companies include the AARP Medicare Supplement, Human, Kaiser Permanente, Bravo Health, some Blue Cross Blue Shield plans and many others. Silver Sneakers targeted the program to seniors to motivate them to make healthier lifestyle choices to reduce future health care costs.  According to the Silver Sneakers website, members have lowered sedentary behaviors by 70 percent with nearly half reporting physical activity at least two days per week.  With more than 40 major health plans across the country participating in the program, the program reaches more than 2 million people at no cost above usual health insurance premiums.

The AARP Triumph Triathlon Series and the SilverSneakers program are both innovative approaches to heighten physical activity among our aging population. There are countless programs and activities marketed to our seniors, a generally skeptical bunch. By doing your homework first and paying close attention to the words and style of the generational leaders, your marketing campaigns are most likely to resonate with your intended new markets.

Marketing: A Powerful Force

Families are inundated with powerful and noisy advertisements in the fields of health and fitness, many suggesting get-fit-quick products. Fitness and sports marketing may lead us to believe we can get six-pack abs through a new exercise device or that a certain pair of shoes will make us play like the pros... if only that were true!

As effective as these ads may be, they often leave the customer disappointed and frustrated with the results, or lack thereof. In addition to quick-fix disappointments, we constantly see ads for junk food via TV, radio, billboards, Internet, etc. Everywhere we look, there is temptation and the lure of a quick, family-pleasing meal.

How can families combat the marketing influencers and build a healthy lifestyle that will stick?

Fight Back for Physical Activity

The answer is simple: be active as a family, and talk about healthy lifestyles. Incorporating physical activity into busy family life doesn't have to be expensive, time-consuming or difficult. The Physical Activity Guidelines for Americans state that children should be active for 60 minutes per day and adults should be active for 150 minutes per week. This can be as easy as walking or jogging, or as fun as shooting hoops or playing capture the flag. Parents can take part in family bonding activities while staying in shape, like taking a 20-30 minute to walk with their children after dinner or before school.

The American College of Sports Medicine's 2013 Health and Fitness Trends predict that 2013 will bring in many easy and economically friendly activities, such as body weight training. Make a goal to try at least four of the activities on the trend list - and see what works best for you and your family.

It's also important to talk together about the need to eat healthy meals and get regular physical activity. Children should learn to consider the sources of nutritional or exercise information they receive and to make judgments about what to believe and what advice to follow.

Marketers may be savvy by convincing us that we must have the latest product for a healthy life or fit physique. However, setting realistic goals, creating a schedule for fitness activities, and sharing solid information and goals can help families develop truly healthy habits that will last a lifetime.

One of the first things taught in marketing is that if you don't know who your customer is, you will never achieve ultimate success. Keep this axiom in mind. It is probably the most important thing to take into account in the conceptual stage of building your physical activity marketing program.

How do you choose which segment of the older adult population to target? In recent years, marketers and researchers have suggested all kinds of approaches to this question. But when it comes to physical activity and exercise, levels of physical function remain an important and effective way to segment older adults.

The five levels of function

In her 1995 landmark book, Physical Demensions of Aging, Waneen Spirduso, EdD, Mauzy Regents Professor of Kinesiology and Health Education at the University of Texas-Austin, details five distinct functional levels in the mature population:

1. Physically dependent - Individuals cannot do some or all Basic Activities of Daily Living, or BADL (i.e. self-feeding, dressing, using the toilet, transferring, and walking). These adults depend on others for food and other basic functions of living.

2. Physically frail - Individuals can perform BADL, but cannot execute some or all of the activities necessary to live independently. Generally, this inability is due to a debilitating disease or condition that physically challenges these adults on a daily basis.

3. Physically independent - Individuals live independently, usually without debilitating symptoms of major chronic diseases. However, these men and women have low health and fitness reserves.

4. Physically fit - Individuals exercise at least twice a week for their health, enjoyment and well-being. They also enjoy high health and fitness reserves.

5. Physically elite - Individuals train on an almost daily basis. In addition, these adults either compete in sports tournaments or work in physically demanding jobs.

Imagine the impact on your business if you had no defined target market, and you aimed simply to serve older adults, with little awareness of the range of abilities. Not to mention, of course, poor experiences your wellness center would offer many potential clients. The bottom line? Functional levels influence every aspect of marketing, and ultimately, it's success.

Different levels, different needs

In narrowing down which segment(s) to pursue, you will want to consider the most immediate fitness needs of older adults. Physically dependent adults need movement that helps maintain or improve physical function for basic self-care, such as strength training, range of motion, and balance and coordination. Physically frail adults need exercise that helps maintain or improve their ability to perform basic and instrumental activities. Physically dependent adults need to focus on exercise that will help them prevent illness, disability, or injury. Since this group is at high risk for greater dependency, a main goal is to educate them about the importance of "prevention of functional loss" and motivate them to increase their health and fitness reserves.

With physically fit older adults, the primary goal is to provide them with current health information and various opportunities to maintain their fitness. And physically elite older adults still need exercise that helps build reserve and maintain fitness, and conditions individuals to improve performance in competition or in strenuous work and/or recreational activities. With physically elite clients, the wellness professional's role is that of facilitator.

Information about each group will help you make an informed choice about which functional level(s) to target - before you invest in your marketing program. Once you know who your customers will be, you can plan all aspects of your marketing effort, keeping their needs in mind.

Think of it this way: If the key to success is targeting your market effectively, then knowing this group's needs and abilities lets you select the right key.