Sports Are Not Just the Passion of the Young

0 Comments | Insight on the News, Nov 8, 1999 | by Stephen Goode

Weary that everything -- and for the people does mean everything, including movies, TV and so much of what's available to buy in the stores -- is gauged to attract and satisfy a market of 18- to 34-year-olds? That may change soon -- at least a bit and maybe a whole lot.

Some marketers have started focusing on a larger group, men and women ages 18 to 40. But Associated Press business writer Joyce M. Rosenberg writes in her "Water-cooler" column, which keeps abreast of trends, that there's a great deal of evidence that the over-60 crowd who have free time on their hands and disposable income represent a growing economic and marketing opportunity, particularly when it comes to leisure and sporting products and services.

The Sporting Goods Manufacturing Association, or SGMA, recently reported that sales of exercise equipment to people between 45 and 64 rose by 63 percent in 1998, writes Rosenberg. The SGMA also pointed out that people older than 60 spend more time in health clubs than do younger folks, a fact that has led to a proliferation of spas and support groups devoted to fitness for older people. The report said that the favorite sports activities of these older folks are aquatic exercise, fitness walking, golf, stationary cycling and cross-country skiing.