Boomers bloom: aging baby boomers embrace fitness

American Fitness, Nov-Dec, 1996 by Lisa Johnson

The aging baby boom generation and growth of the mature market is changing the face of fitness. Like a watermelon traveling through a garden hose, the next age wave is approaching its 50 plus years in growing numbers.

The baby boom is not just a demographic event. It has proven to be an economic and marketing phenomenon as well. Health care and fitness service firms, which predict and provide for the needs of the mature market, will experience tremendous growth in the coming decades.

After World War II, from 1946 to 1964, 76 million babies were born in the United States--one-third of the country's entire population. "I was born in 1950, and when I went to high school, so many teenagers were entering high school that all our schools were overcrowded," writes Ken Dychtwalk, Ph.D., in an article entitled "The Baby Boomers are Ready to Get Fit." "The boards of education were stunned by our arrival, even though they had 14 years to see us coming.

"As teenagers, boomers bought 43% of records sold, 53% of movie tickets and 55% of sodas," continues Dychtwalk. "Four years later, the colleges were overwhelmed by the number of people enrolling. Ten years later, the housing market was stunned by the number of people buying first homes. The first of the boomers are now turning 50. Every eight seconds one of them is receiving an invitation from the American Association of Retired Persons."

What does the baby boom generation want in the '90s? In a nutshell, quality of life. They want to look and feel good, and are going to fight the effects of aging every step of the way. In his book Successful Marketing to the 50+ Consumer, author Jeff Ostroff gives insight into the pulse of the boomer generation. "Having built their identity as Americas youth generation, the boomers will not enter the second 50 years of life with a whimper. Instead, they'll do everything they can to delay or counteract the effects of aging. And, in the process, they'll create the biggest market the health and fitness industry has ever known."

Here is a glimpse of some of the traits that will make a fitness product or program a big winner in the coming decade.

No Pain, Much Gain

Low-impact and no-impact forms of exercise are becoming popular, especially walking and water exercise. Walking magazine's rapidly growing circulation, particularly among older readers, is an early indication. Boomers are looking for joint saving, high-energy workouts that deliver results without negative impact.

Prevention Pays

The physical activity of aging adults is emerging as an important topic. It will be difficult for the United States to bear the cost of medical expenses as boomers age. Clearly, the prevention of disease is becoming an increasingly higher priority. According to Ostroff, "By the turn of the century, most major purchasers of medical care for the mature market won't just encourage health promotion services, they'll pay for them-and they'll reward those who incur little or no medical expenses."

More Options

With the age shift will come a greater focus on health, overall fitness and quality of life. Boomers want to be fit so they can play with their grandchildren, be energetic, enjoy their families and participate in all that life has to offer. They are exploring new options and looking for a fitness program that meets multiple needs. The quest for social fulfillment in the later years will create a boom in 50 plus sports leagues and group activities like bowling, volleyball, water aerobics, walking, golf, tennis and bicycling.

Heart Healthy

Cardiovascular workouts are key in burning fat and keeping the heart strong. Nearly 5 million people a year are diagnosed with coronary heart disease. Maintaining a healthy weight and cardiovascular conditioning are primary factors in the prevention of heart disease.

Twinges in the Hinges

Secondary fitness benefits become more important after 50. Boomers are turning to exercise that targets balance, coordination, small motor flexibility and posture improvement. Water workouts, especially deep water workouts, are in the spotlight for their ability to address these problem areas.

Strength Training

Strength training is now recognized as an important component of a complete fitness program. Older adults who manage to dodge heart disease most often die from a fall. Physicians and Sports Medicine reports 40% of adults over the age of 65 fall at least once a year. As a result, weight training is becoming a popular addition to many boomer workouts.

Longevity and Healing

Since everybody is expected to live longer these days, most want to do it youthfully. For people in their 50s and older, fitness manages the wear and tear of aging. Eighty percent of older Americans reportedly suffer from back pain. Millions of others incur pain from arthritis, orthopedic conditions and dozens of other common ailments. People want the ability to stay active and bounce back from physical setbacks.

Water exercise fills the gap between an injury and active lifestyle. Water has produced near miraculous results in thousands of people recovering from accidents, surgeries and injuries. As fitness expert Karen Andes comments, "Miracles are so common in water they often go unnoticed."