ACTIVE AGING lifestyles vs. ANTI AGING gimmicks

The fitness industry’s approach to beauty & wellness solutions

or FITNESS AS THE FOUNTAIN OF YOUTH?

It seems that while the American population continues to chase after instant easy diet fixes – the overall result is adversely a growing case of obesity and medical concerns. With a quickly growing pool of senior adults, we need an alternative solution to ensure health and wellness can be achieved and supported. While the beauty and cosmetic industry seeks to stake a share in the health and fitness industry through shallow surface quick fix concoctions for short term satisfaction – the fitness industry actively attacks the root of the issue promoting and supporting long-term effective approaches to health and wellness – an approach that takes some elbow grease and commitment – tackling beauty and health from the inside out. In a point in time where “active aging” is suddenly becoming the industry buzz -- catering to this population and their specific needs is an urgent concern. What are you as a fitness facility doing to prepare?

In a brief survey we interviewed 3 active seniors about the cardio equipment they use regularly at Hancock Wellness Center located in Indiana.*

Richard, age 76 Pete, age 66 Marcy, age 67

Which piece of cardio do you prefer and why?

Richard: “Elliptical. They are easy on my joints and the movement is smooth.”

Pete: “Treadmill. I love walking and these treadmills pass the time!”

Marcy: “Treadmill. I can adjust tilt and speed easily, watch TV and listen to my iPod all at

the same time.”

What is your favorite feature about it?

Richard: “I like the speed options/levels and the natural movement of the unit to my body”

Pete: “I like the speed variations in the OneTouch™ feature, it keeps intervals simple to increase and

decrease and it meets my needs in a smooth manner. It’s more comfortable than walking on the

regular ground!”

Marcy: “The TV is my favorite feature”

Is entertainment (a personal viewing TV) important to you?

Richard: “TV is very important. I can do more (exercise) with less effort (perceived effort) when paying

attention to something that entertains me rather than focusing on time

Pete: “I enjoy the fact that I can plug into the unit to hear better as well as view my choice of

program.”

Marcy: “The TV is important to me because it make the time go faster and I look forward to

watching my regular program ‘Good Morning America’ while getting exercise. It keeps my

workouts regular and often!”

How long have you been a member there?

Richard: “I’ve been a member since 2003”

Pete: “I’ve been a member since 2007”

Marcy: “I’ve been a member for about 4 years”

What would be on your “wish list” for the cardio equipment featured at your home gym?

Richard: “I can’t imagine anything more”

Pete: “It has everything I want and more, I like that every work is new!

Marcy: “To have a TV on ALL cardio units! (the recumbent and upright bikes)”

ENCOURAGING SELF MANAGEMENT & MEDICAL SAVINGS FOR SENIORS

According to an article published by the Surgeon General in August of 2009, self-management programs are going to be huge in promoting healthy-aging and in our responsibility as a national effort to effectively care for the rapidly growing segment of elderly (65+) adults. Our efforts to contributing positively to this market is going to be significant whether we come from the perspective of a gym providing the services and support or the vendors developing and supplying the equipment. In 2007, 38 million people were ages 65 or older. By the year 2030 that numbers is estimated to be at 71.5 million people. With the foresight to see a quickly aging population, we have an incredible opportunity in this health and fitness market to provide alternative health care solutions proven to work long-term where Medicare and social security cannot.

The top 3 causes of death in those 65 or older are heart disease (32%), cancer (22%) and strokes (8%). 60% of all causes of death in those 65 or older fall into one of these 3 categories. All of which are highly preventable when implementing a regular work out plan.

It is common knowledge that exercise has its benefits. What may not be so common is the broadcasting of the benefits and necessity of living healthy active lives so that it may serve as a preventative maintenance program over the span of a lifetime. We need to educate the senior population on HOW TO stay healthy & strong and to reinforce how staying active has a direct connection to keeping their most common medical problems minimized, and ultimately REDUCING THEIR MEDICAL COSTS.

The time you spend today investing in your health is truly an investment in your tomorrow.

So how can you take everything you are reading about the growing market of active aging and apply it to your facility? Keep in mind that not only are you trying to cater to a market of aging adults, but you also want to educate them on the reasons why they should join your gym and stay active in general. Understand their point of view and express the benefits and solutions to those issues.

EDUCATE TO MOTIVATE

The older group of aging adults doesn’t typically consider spending more than a pretty penny on a fitness membership they feel is not really catering to their special needs and requests. Why not give them a reason or two to re-think the importance of investing in a fitness membership at your gym. While advertising doesn’t need to be a prominent expense – let it be more a list of options that your sales staff and personal trainers are actively promoting and sharing with potential members.

SPEAK THEIR LANGUAGE

· Older adults 65+ are so concerned nonetheless enticed by marketing to “lose weight” or “get fit.” Rather, it is references to “reducing fatigue” or “increasing energy” that will perk up their ears. Older age causes more fatigue due to loss of strength and/or will, according to Colin Milner of the ICAA, and offering them opportunities to get involved and advertising the benefits of stimulating their over body, mind, social, and emotional wellbeing is a much better approach to capturing their attention and motivation.

· While today’s day and age is very tech-savvy – realize the elder generation is on a slower learning curve – try to find ways of incorporating technology that are user friendly and effective for them in terms of helping them stick to and regulate a workout that fits with their lifestyle and needs.

ADVERTISE FREE OFFERS SPECIFIC TO THEIR CONCERNS

· Offer a blend of physical activity, healthy lifestyle and a socially-oriented group exercise programs that allow older adults to take greater control of their health.

· Offer free health examinations and suggestions for implementing an active plan to target and reverse their health concerns

· Offer free personal training sessions to get them acclimated with the specific units that are geared toward their needs. Having someone actually walk them through a workout has a psychological positive effect of comfort when coming back for the first time to a typically intimidating environment for them.

BANANA GEORGE BLAIR, 93 YEARS YOUNG, Bare foot Water Ski Extraordinaire

"Banana George" Blair, an avid bare foot water skier, knows the importance of investing in your health today to prepare for a better tomorrow continues to prove that age is just a number. Given his achievements and smashing world records -- maintaining a fit and healthy lifestyle is important to sustaining your energy levels, enhancing quality of life and ensuring that you can be in good health for generations to come!

FACILITY CHECKLIST ON AGE FRIENDLY CARDIO EQUIPMENT

So how age-friendly is your cardio? Here are some of the favorite and appealing features appreciated by those in the active aging group as compiled by a few of our clients over 65 years old.

TREADMILLS

ÿ Simple operative functions

ÿ Large display consoles, easy to read

ÿ Low Step up heights

ÿ Extended handrails (optional)

ÿ Low start speed, low resistance levels

ÿ Heart rate monitoring via touch

ÿ Simple stop button

ÿ Antimicrobial handlebars/sanitary

ÿ Entertainment (optional, but helps with mental stimulation)

UPRIGHT BIKES

ÿ Simple operative functions

ÿ Large display consoles, easy to read

ÿ Step through/walk through design

ÿ Gas pneumatic seats (for easy adjustments)

ÿ Large pedals w/straps

ÿ Comfort-padded cushion seat

ÿ Ergonomic handlebar design

ÿ Heart rate monitoring via touch

ÿ Entertainment (optional, but helps with mental stimulation)

RECUMBENT BIKES

ÿ Simple operative functions

ÿ Large display consoles, easy to read

ÿ Step through/walk through design

ÿ Easy sliding seat adjustments

ÿ Large pedals w/straps

ÿ Comfort-padded cushion seat

ÿ Dual handlebar locations (front bar & retractable armrests)

ÿ Heart rate monitoring via touch

ÿ Entertainment (optional, but helps with mental stimulation)

CROSSTRAINER ELLIPTICALS

ÿ Simple operative functions

ÿ Large display consoles, easy to read

ÿ Stationary and moving handlebars

ÿ Comfortable stride movement that duplicates a natural body stride

ÿ Large comfort foot base with slip resistant lining

ÿ Heart rate monitoring via touch

ÿ Entertainment (optional, but helps with mental stimulation)

STEPPERS

ÿ Simple operative functions

ÿ Large display consoles, easy to read

ÿ Ergonomic handlebar design

ÿ Heart rate monitoring via touch

ÿ Large pedal platform base

ÿ Entertainment (optional, but helps with mental stimulation)

Motus USA offers cardiovascular products with a look and feel that appeals and caters to a wide variety of individuals pursing a life of health and wellness to last them a lifetime. Exercise equipment -- specifically cardio equipment can often be intimidating and confusing for those looking to get a simple workout in. Our line of products have gone through extensive testing and feedback sessions and have found certain elements to be the standout elements that multiple users enjoy and love. Simple, Smart Solutions -- we continue to press forward incorporating elements that enhance the workout experience while keeping the functionality effective, efficient and easy to operate.

*The individuals that participated in this survey are all regular gym members at Hancock Health and Wellness Center, located in Greenfield, IN. For more information on their facility and senior programming offered, visit their website at http://www.hancockwellnesscenter.com/