The 50+ fitness market is largely ignored: Do so at your own peril.
There is a New Fitness Revolution (and it is Powered by the 50+ Demographic)
We are at the cusp of a fitness revolution and the force moving it is the group of people aged 50 and above – the largest and fastest-growing market globally.
Their unparalleled spending power will reshape the fitness sector, presenting untapped opportunities.
Will you be there to meet this demand?
Decoding Untapped Potential: A Fresh Perspective
The Ignored Market:
The 50+ market, a reservoir of potential, has been consistently overlooked by marketing efforts that range from ineffective to outright insulting.
Rooted in misconceptions and ageism, these approaches fail to recognize the diverse and dynamic nature of the 50+ demographic.
According to Jeff Weiss, President and CEO of Age of Majority, "Older adults are often ignored or stereotyped in marketing. In addition, needs change as people get older and few companies are doing a good job at solving for those unmet needs, creating The Aging Gap. Bridging this gap is an opportunity for significant incremental revenue.”
– Source: ageofmajority.com
And, Brian Clark of Longevity Gains states that this “has a lot of causes, from misconceptions about older consumers to good ol’ ageism. And then there’s the foolish idea that everyone over a certain age is just one big bucket of folks to spew poorly-crafted messages and generic caricatures at.”
The consistently overlooked 50+ market unveils an incredible opportunity for you.
Recognizing the size of this market, its untapped potential, and the frequent dismissal of this group creates a unique opening for those savvy enough to seize it
How to Begin
1. Know Thy Ideal Customer:
A comprehensive understanding of this group is essential for effective engagement. To truly connect with individuals over 50 prioritizing fitness, walk a mile in their shoes, and work to understand their mindset and characteristics.
Successful engagement hinges on tailoring programs and messages based on a deep understanding of their unique needs.
Engaging the 50+ Demographic:
- The over-50 crowd, a brand-loyal, and financially empowered group, seeks health improvements. "Almost 40% of Active Agers are making resolutions for 2024 with goals around health and wellness (not surprisingly) topping the list." [LINK] In contrast to Gen Z, this demographic is less likely to switch brands over time.
- According to usnews.com older adults are not only motivated to enhance their health but also possess the time to dedicate to fitness. And their substantial spending power, holding roughly 70% of disposable income [source], surpasses that of their younger counterparts. o
- Contrary to stereotypes, they are not technophobes; in fact, they are more tech-savvy than commonly believed.
Create your Ideal Buyer Persona.
This is just the tip of the iceberg. The 50+ demographic offers a lucrative and largely untapped market for those who understand its dynamics and cater to its unique needs.
3. Host Informational Events and Utilize Local Partnerships
Organize Seminars and Workshops
People over 50 like to shop around and research before committing to anything so, consider hosting informational workshops specifically for the 50+ group.
This is a non-intimidating way for potential clients to learn about your program, meet your team, and tour your facilities.
This approach helps prospective clients feel more comfortable and informed before committing to a class. Plus ongoing workshops are a great way to consistently promote your gym and get people into your facility.
Partner with Local Businesses and Organizations
Form partnerships with local organizations that serve the 50+ community, such as retirement communities, senior centers, and health clinics.
Also partner with other businesses that have the same client base: Pickleball coaches, yoga instructors, chiropractors, etc.
These partnerships can help expand your program’s visibility and reach potential clients through trusted networks.
And, based on experience, local networking is one of the best ways to promote your business.
4. Consider Premium Small Group Training
Another effective strategy is to offer small group training sessions with just three to four participants. This can appeal to the 50+ demographic, who may be willing to invest more for a personalized and intimate training experience.
Small groups foster a sense of community and support, which is particularly appealing to older adults seeking both social interaction and tailored fitness solutions.
This age group might prefer small group settings over larger, impersonal groups. However, be careful not to label it in a way that makes them think it’s a class for "grannies" or "geezers."
While larger groups are fine, smaller groups might be better suited for them, and they have the time and money to invest in it.
5. Optimize Your Website for Engagement with People over 50
Your website should serve as the central hub of your marketing efforts. Your website is an amazing sales tool, so ensure it is welcoming and tailored to the 50+ crowd by featuring testimonials and images of older adults actively participating in your fitness programs.
This way potential clients see themselves at your gym and they feel better knowing that your program is designed with their needs in mind.
According to some studies, website visitors need half a second to form an opinion of your website. So, you have a few precious seconds to capture their attention and keep them engaged.
If someone finds your site, they need to know, immediately, how you’ll help, why they should hire you, and what they need to do next to make that happen. If you don’t create a clear message, you’ll lose out.
Active Agers visit your website because they want to get fit, feel better, and find someone who’ll help. Until your messaging promises to do so in a convincing way, you’ll get lost in the noise.
6. Create Engaging and Relevant Content
Develop content that resonates with the 50+ audience, including blog posts, videos, and guides focused on fitness tips, success stories, and health benefits.
Offer practical advice and tips to establish yourself as a trusted resource and build credibility with your audience.
Your words should engage them so that when they read your content, they know your gym is the perfect place for them.
Establish trust, provide expert advice, reassure them, and provide the information they want and need.
People over 50 usually aren't focused on muscle gains, getting a six-pack, or prepping for a triathlon. They aim to maintain independence, enhance their quality of life, and enjoy activities they love.
Share practical tips and solutions, such as losing weight, improving balance and mobility, and enhancing heart health.
Address their problems and show how you can solve them, building trust and rapport.
Avoid promotional jargon and don't be salesy. This group values solutions over discounts and flashy words; they have the money and time to invest. Demonstrate your commitment to their well-being and focus on building trust.
Unlock the Potential of the 50+ Market to Grow Your Business
Creating a fitness program for the 50+ age group can be a game-changer for your gym.
This demographic craves premium fitness services and has the time and money to invest in their health. Yet, they’re often overlooked, making this an untapped goldmine for your business.
Design a program with a well-crafted marketing strategy focused on real health solutions and the right channels. Address their specific needs, choose effective marketing platforms, and emphasize the value of your services over discounts.
Whether you opt for specialized classes or small group training, tailoring your approach to this audience can lead to long-term success and increased client loyalty.
Stay on Message
Keep reminding them that your gym is the place to be. They’ve got the money and more free time than any other age group.
Just let them know you want them there and deliver a great service designed for them.
They’ll become your best clients and will keep coming back.
