Written by the American Physical Therapy Association (APTA)

APTA’s vision statement is “Transforming society by optimizing movement to improve the human experience.” It is both ours and our members’ goal to help consumers make wise choices with their health care and assist people of all ages improve and maintain mobility and remain active and fit throughout life.…

Blog submitted by IHRSA

In a recent essay titled, “The Tribe Or The Person,” famed marketing guru, Seth Godin, asks, “are you trying to change an individual or are you trying to incite/inspire/redirect the tribe?”

The question is critical for any change agent, according to Godin, and the two answers should lead to very different approaches.…

By ICAA

Aging used to be simple: People were born, moved through childhood into adolescence and adulthood, through midlife into old age (if they lived that long), and then died. They often established a home, a family and a vocation, before retiring to live out their “declining” years. Today, with 30-plus years added to the life span, a new view of aging has emerged—one filled with anticipation and accomplishment.…

By NCPPA

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.…

By ACSM

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!…

By IHRSA

In his book, Microtrends, famed pollster Mark Penn concludes, “The power of individual choice has never been greater, and the reasons and patterns for those choices never harder to understand and analyze. The skill of microtargeting—identifying small, intense subgroups and communicating with them about their individual needs and wants—has never been more critical in marketing or in political campaigns.”

 

Penn identifies these subgroups as “microtrends,” which he describes as “an intense identity group, that is growing, which has needs and wants unmet by the current crop of companies, marketers, policymakers, and others who would influence society’s behavior.”

 

The concept of microtrends naturally makes me wonder: Are there microtrends in America that could, if fully appreciated by fitness marketers and programmers, decrease the high rates of leisure-time inactivity of Americans?…

By ICAA

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.…

By YMCA

How might an average Boomer summarize his attitude towards starting a new physical activity program? I doubt you’d hear, “No pain, no gain,” but probably something more like, “My mind says GO, but my body says NO.” Much has been written about Boomers’ need for physical activity, but what can we – as health, wellness, and fitness professionals – do to make sure this age group actually meets the Physical Activity Guidelines for Americans recommendations?…

By IHRSA

Despite how the U.S. is aging, the pace at which Americans work and play is showing no sign of decelerating. Older Americans (i.e. Baby Boomers) are looking for ways to age well, and regular physical activity has an important role to play in this. As a result, health club programming for baby boomers—strength, balance and functional training—has ranked 2nd on the list of IHRSA’s Top Fitness Trends for 2012.…

By ACSM

How do you get people to do what’s good for them? Parents of young children may wrestle with getting them to eat vegetables or write thank-you cards for holiday gifts. (Some of us struggle with such things well into adulthood, hence our recurring New Year’s resolutions.) Motivating people of every age to be physically active is an ongoing challenge, despite the familiar and well-documented benefits.…