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Marketing Fitness to Baby Boomers

by Sandy Todd Webster on Oct 01, 2002

How well are you positioned to market your facility to the first wave of baby boomers, 17 million of whom will turn 50 over the next 4 years? A research brief published by FIND/SVP, a knowledge services company that provides research and consulting on such matters, says that many marketers will miss the target because they don’t fully understand the “new set of values and self-images that will affect how [boomers] act and spend.” The brief sorts out the demographic and financial data for this group, which FIND/SVP projects to become a $1 trillion market by 2005.

Developed by FIND/SVP senior project manager and demographic expert Therese R. Revesz, the brief offers several tips on enticing and attracting the 50-and-over set:

  • Appeal to Boomers' Self-Image (and Aging Phobia). Marketers need to change the scope of their marketing paradigm to focus on grooming, travel and leisure, and especially financial planning.
  • Try Stealth Marketing and New Descriptors. Boomers dislike the labels "senior" and "middle-aged." They prefer to be called "first wave" or "leading edge" boomers.
  • Give Them Straight Talk. Boomers don't like to be spoon-fed. They like having control of their decisions with as little hype as possible.
  • Make the Message Clear. Boomers do not respond well to overpromotion or marketing spin.

The brief also covers issues surrounding expected boomer spending in key market segments such as financial planning, long-term care insurance, anti-aging products, health and fitness. For more information or to order the research brief ($495), visit www.findsvp.com or call (212) 633-4539.

Source: International Council on Active Aging, www.icaa.cc/article% 20archives/findsvp.htm

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About the Author

Sandy Todd Webster

Sandy Todd Webster IDEA Author/Presenter

Sandy Todd Webster is Editor in Chief of IDEA's publications, including the award-winning IDEA FITNESS JOURNAL and IDEA FOOD & NUTRITION TIPS, the industry's leading resources for fitness, wellness and nutrition professionals worldwide. Sandy joined IDEA in 2001 as executive editor of IDEA PERSONAL TRAINER and IDEA FITNESS MANAGER magazines and was promoted to lead the editorial team in 2003. More than 20 years in magazine publishing, marketing communications and creative services have shaped her straightforward approach to multi-channel communication. Early experience in Los Angeles as a sports writer/reporter, and then enriching years as a managing editor in allied health care publishing have pulled her across a spectrum of stimulating subject matter. Fitness, health and nutrition reside at the perfect center of this content continuum, she feels. A Chicago native, Sandy grew up fully engaged in various competitive sports. Her drive and dedication as an athlete translate to a disciplined work ethic and unwavering approach to challenge in her career. Shortly after graduating journalism school from Southern Illinois University-Carbondale, she was recruited to L.A. for her first post in magazine publishing. After two decades of working on magazines--and now in the throes of applying the unbelieveable multi-media content delivery options available in the magazine 2.0 world--she is still "completely in love" with the creative process it takes to deliver meaningful, inspirational content to end users. She is an accomplished home cook and gardner who would love to combine those skills and passions with her health and fitness background to continue educating readers about a well-balanced, healthy lifestyle.