P R E S E N T E D B Y
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Active Aging Programming
Gems
Debra Atkinson, MS, CSCS
© 2014 IDEA Health & Fitness Association. All Rights Reserved.
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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
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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
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Coal to Diamonds
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© 2014 IDEA Health & Fitness Association. All Rights Reserved.
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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
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8/10 “Don’t Believe Marketing Targets Me”
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Ability vs. Age: ICAA
• Athletic
• Already Active
• Getting Started
• Needs a Little Assistance
• Needs Ongoing Support
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Physical
• Joints
• Prior Injury
• Age-related Ankle decline
• Inactivity-related Hip decline
• Hearing and Vision
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Cognitive
• Memory• Reaction skills
• Problem Solving• Dimentia and Alzheimer’s
Reduction• Dual Tasking
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Emotional
Feel AttractiveMore Job/Career Opportunities
Be More SocialHave Purpose
Be AppreciatedBe Acknowledged
Break Through Barriers of Generation
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Social
• Before and After Classes/Sessions
• Encourage Connections with Coffees
• Provide an Awareness of Wellness-Enhancing Activities
• “Social Proof”
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The Graying of Social Media Use
60% of 553 Individuals 50-64
43% of 356 individuals 65+
•Linked-In
•Google+
Adoption tripled 2009-2013
(Pew Internet August 2013)
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What’s In A Name?
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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
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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
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>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
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POWER
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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
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Current Opportunities
• Older Adults Exercising Without Optimal Program Design
• Older Adults Not Yet Exercising
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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
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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?
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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
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BALANCE
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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
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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
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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?
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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!”
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Beginners to Active Exercisers
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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)
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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!)
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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 ….
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SAFETY
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Those Three Little Words……
Don’t Hurt Me!
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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)
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TITLES
• Movement Doesn’t Have To Hurt - Seminar
• Gentle (On Joints) Yoga
• Moving Through The Years
• S.A.F.E. – Safe And Functional Exercise
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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.
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NUTRITION
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No Fear to Motivate?
• Social
• Lack of Appetite
• Dissociation From Need
• Historical Approach
• Tie to Weakness, Frailty, Fat Gain, Illness
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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
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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
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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
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Staying in Action
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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!
© 2014 IDEA Health & Fitness Association. All Rights Reserved.
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THANK YOU!
Debra Atkinson, MS, [email protected]
www.voiceforfitness.com