active aging for fitness pros: from research to motivation to marketing that works

P R E S E N T E D B Y

© 2

014

IDE

A H

ealth

& F

itnes

s A

ssoc

iatio

n. A

ll R

ight

s R

eser

ved.

www.ideafit.com

Active Aging Programming

Gems

Debra Atkinson, MS, CSCS

© 2014 IDEA Health & Fitness Association. All Rights Reserved.

www.ideafit.com

Active Aging Programming Gems1. Present Recent Research & Apply it to

Program Opportunities2. Identify titles, names, and labels that are

active aging friendly3. Define marketing opportunities, staff

education, older adult education


www.ideafit.com

Age Is Just A Number

• International Council on Active Aging

• American Council on Exercise

• Hearing, Vision, Vestibular, Stiffness, Injury

• Functional: Foundation First, Mobility, Core, Balance, Multi-planar

• All tools are functional: individual and situation defined


www.ideafit.com

Coal to Diamonds


www.ideafit.com


www.ideafit.com

Real GEMs• Will Come from YOU marketing with a

message so powerful

• It reaches the emotional motive your client has for participating

• Research information alone is not emotional

• Distinguish yourself from the rest and reach a customer based on their words and fears and motivations = diamond


www.ideafit.com

8/10 “Don’t Believe Marketing Targets Me”


www.ideafit.com

Ability vs. Age: ICAA

• Athletic

• Already Active

• Getting Started

• Needs a Little Assistance

• Needs Ongoing Support


www.ideafit.com

Physical

• Joints

• Prior Injury

• Age-related Ankle decline

• Inactivity-related Hip decline

• Hearing and Vision


www.ideafit.com

Cognitive

• Memory• Reaction skills

• Problem Solving• Dimentia and Alzheimer’s

Reduction• Dual Tasking


www.ideafit.com

Emotional

Feel AttractiveMore Job/Career Opportunities

Be More SocialHave Purpose

Be AppreciatedBe Acknowledged

Break Through Barriers of Generation


www.ideafit.com

Social

• Before and After Classes/Sessions

• Encourage Connections with Coffees

• Provide an Awareness of Wellness-Enhancing Activities

• “Social Proof”


www.ideafit.com

The Graying of Social Media Use

60% of 553 Individuals 50-64

43% of 356 individuals 65+

•Facebook

•Linked-In

•Google+

Adoption tripled 2009-2013

(Pew Internet August 2013)


www.ideafit.com

What’s In A Name?


www.ideafit.com

What’s In A GOAL?

• Getting Started

• Fear of Falling

• Inability To Do ADL

• Pain

• Doctor’s recommendation

• Health Measures

• Staying Active

• Remain Healthy

• “Stay In Shape”

• Feel Better About Self


www.ideafit.com

Earn Their Trust

Go Where They Go: college for seniors, alumni centers, Botanical gardens, museums, women’s groups, church groups, philanthropic groups, retirement communities, 19/27 million on FBook

Host a For-Them Event: in your club, for them, invite your already-active agers

Take Care of Them: Provide a discount perks club with other older-adult friendly programs


www.ideafit.com

>Present Studies For Scientific Basis>Present Marketing By Emotion Appeal>Provide an Interactive Opportunity>Generate Program Ideas Based on…

The Art + Science of Attracting & Serving


www.ideafit.com

POWER


www.ideafit.com

MOTIVES: BONE DENSITY & WEIGHT MANAGEMENT, FALL Rdux

Power Technique (1:4) two days a week = greater affect on bone density than slow and controlled

• Power at 60% (15-20 rep range) results in greater energy expenditure, saving of fast twitch fibers

• 70-80% to benefit rise from a chair performance

• 40% to benefit gait


www.ideafit.com

Current Opportunities

• Older Adults Exercising Without Optimal Program Design

• Older Adults Not Yet Exercising


www.ideafit.com

Market: Speak To Sell

1. Provide a Newsletter, article

2. Invite to an Event

3. Provide the details to set expectations

4. Outline a group training: 8 week

A. 2 week foundation

B. 2 week begin power exercises (bands)

C. 2 week add additional power exercises

D. 2 week all-inclusive full program


www.ideafit.com

Want To Avoid A Fall?

Feel Unstable When You Rise?

Sense That You’re More Cautious Now Than You Used to Be?

Have vision and hearing losses?

Experience any dizziness with rising or change of position?

Have you fallen at home?


www.ideafit.com

Your Turn

Your Target Audience

List three to five fears they have about physical ability and aging.

Choose two or three emotional words

Write a Headline

Think of an Image


www.ideafit.com

BALANCE


www.ideafit.com

Motive: Fear of Falling, Lack of IndepenceFear of Injury

12 Weeks Proprioceptive Balance with Bosu, Ball

2 x 30 minute sessions

Alone or with another program

Easy entry level program for a less-likely-to-do resistance training individual

(JSC Oct 2013)

Soleus Strength in Middle-Aged women linked to increased fall risk (at younger ages) (JSCR Sept 2013)

Whose doing this in the gym? No one whose not body building

Whose doing it slow and controlled and heavy?

No one whose not body building


www.ideafit.com

Speak to Sell

1. Invite to a “workshop”

2. Show and Tell with interaction

3. 90% Won’t DO it again on their own

4. Low stress entry – frequency, duration, self-view

5. The value: learn what to do, do it in an environment they are safe – and challenged, include chaos rather than isolation


www.ideafit.com

Have You Had Even One Incidence Of Losing Your Balance?

• Do you reach for a stable support more than you did once?

• Have you changed from choosing stability instead of fashion?

• Do you hesitate to venture out to new environments if it’s dark or uneven ground?

• Do you find what you once called simple balance tests are a challenge?


www.ideafit.com

Your Turn

What Does Your Market WANT or DESIRE?

List three to five things.

Write one to three HEADLINES that would make your target market say “yes, that’s me!”


www.ideafit.com

Beginners to Active Exercisers


www.ideafit.com

Fear: Too Much Time, Too Sore, Not Enough Benefit, Embarrasment

Previously sedentary older adults exercising One, Two, or Three times a week combined aerobic and resistance training had no significant differences in cardio, muscle strength, lower body functioning.

->adherence, gradual adaptation, fewer obstacles

Active women over 60 experienced better results with higher frequency of 3 times per week with fewer exercises each, than they did twice a week doing all

(JSC Research July 2013)


www.ideafit.com

Marketing WordSmithing

• How Much cardio and resistance training is Enough? What’s Too Much?

• Would it be nice to know exactly what to do, and how to avoid pain or soreness when you exercise?

• Imagine you, confident, full of energy, and moving through your exercise program in 30 minutes easily (refusing to act your age!)


www.ideafit.com

Your Turn

• Get Clueless Again

• Be Your Client. Forget What YOU Know.

• Think Only About What Would Get Your Attention and Prompt You to Do Something New That you feared, felt intimidated about, that you might be taken advantage of….

• Write three long-chain questions ….


www.ideafit.com

SAFETY


www.ideafit.com

Those Three Little Words……

Don’t Hurt Me!


www.ideafit.com

Motivation: embarrassment, intimidation, disoriented, uncomfortable, injury

Hydration: Older adults drink less overall, coordination, cognitive decisions, judgment

(ACSM HFJ, 2013)

Sleep Deficits: Older adults more commonly have sleep difficulty causing coordination impairment (JSCR Oct 2013)

Back Care: Stiff often interpreted as stretch me

(2009)


www.ideafit.com

TITLES

• Movement Doesn’t Have To Hurt - Seminar

• Gentle (On Joints) Yoga

• Moving Through The Years

• S.A.F.E. – Safe And Functional Exercise


www.ideafit.com

YOUR TURN

Play the Name Game. Clear Beats Clever.

Consider the age, the background, the fear, the education level, the readiness level and location of your TITLE.

Where will it be seen? Where will it most attract new clients? How clear does it need to be to tell them Why Them, Why You?

Create three to five.


www.ideafit.com

NUTRITION


www.ideafit.com

No Fear to Motivate?

• Social

• Lack of Appetite

• Dissociation From Need

• Historical Approach

• Tie to Weakness, Frailty, Fat Gain, Illness


www.ideafit.com

Edutain and Offer Food Samples

Protein needs of Older Adults Not being met by most. 3 x 30 grams a day, pre and post exercise, insulin control.

Maintain = 25% more

Gain = 50% more

(ACSM HFJ 2013; Paddon-Jones 2009, Obesity: AmJClinNut 2007; MSSE 2010; Obesity 2013)

Fat and Weight Loss with 6 smaller meals and snacks spread throughout the day.

Greater % of protein resulted in better results

Greater at breakfast

Mediterranean Diet in Midlife associated with reduced health risk later


www.ideafit.com

FOOD Rocks! Posts, Pins, Cookbooks

• Learn to Cook

• Recipes for Registration….attend and get ___

• Cookbook collection

• Tools, Toys, Technique teaching

• Dine Out

• Go Behind the Scenes with a Chef


www.ideafit.com

Your Turn

What Role Does Food Play in Your Market’s Life?

How Can You Tie It To Motivation to Exercise?

How Can You Use It As a Bridge to Movement?

List three to five challenges your target customer has with food preparation, eating, proper components:

Write a Headline


www.ideafit.com

Staying in Action


www.ideafit.com

What ACTION will You Take Next

Ideas without Follow Through are just Ideas.

WHAT ONE Idea Do you want to follow through with first?

What is your first ACTION?

What is the second ACTION?

How soon will you implement these?

Turn to a neighbor. Exchange contact. Do!


www.ideafit.com

THANK YOU!

Debra Atkinson, MS, [email protected]

www.voiceforfitness.com

active aging for fitness pros: from research to motivation to marketing that works

Health & Medicine

week foundation

active aging friendly

active agers

week allinclusive

program opportunities

marketing opportunities

active aging programming

active agingall tools