Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Gyms reach out to an older crowd

As more of America’s baby boomers start entering their 60s, even
startup gyms are homing in on the mature market.

The business potential
is huge — and expanding. The U.S. health club industry pulls in about $16
billion in annual revenue. Club 50, a fitness chain for the over-40 crowd,
points out that seniors control more than 70% of the country’s disposable


Gyms reach out to an older crowd – 06/21/2007 –
It’s 10 a.m., and funky country music is pulsing through the studio, punctuated by a teacher shouting directions in that peppy gym-instructor voice.

But don’t call this class of 30 who are working out ”senior citizens.” At Shula’s Athletic Club in Miami Lakes, they prefer the term “active adults.”

When it comes to designing a gym, it’s not all about attracting the
hard bodies anymore. For today’s senior fitness aficionado, there’s
more out there than water aerobics — which Shula’s does offer, but
that’s alongside several other classes for its ”SilverSneakers” crowd.


Filed under: Baby Boomers, Consumer, Customization, exercise trends, health, trends

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