Club operators don't necessarily need to develop new programming for older adults, but it's wise to consider adjusting existing classes to accommodate all skill levels. For example, in regularly offered group exercise programming, such as Zumba and step classes, instructors can offer a variation on moves that might work better for older adults, Eckmann says.

"There's no reason older adults can't do Zumba if you just modify the steps you do," Eckmann says. "When step classes first came out, they said older people can't do stepping, but older adults can do step classes. It's important to have options for different ability levels."

In one step class she organized for older adults, Eckmann says some participants used a 6-inch bench, while others used a 4-inch bench, and some people just used tape on the floor where their bench would be.

Eckmann also notes that dance classes can be especially effective for older adults because dance has been shown to have a strong cognitive component in addition to its aerobic benefits.

Classes specifically targeted to address medical needs are popular with this demographic, Clark says. One of the most popular classes she taught as a fitness professional was an osteoarthritis class for older adults.

"I knew everyone's specific aches and pains. It's very doable. An arthritis-specific program also acts as a support group," she says.

BUILDING A COMMUNITY

The support and social value of joining a health club are especially important to older adults, Clark says.

"Depending on the individual, social opportunities can be a plus at any age, but with older adults, social interaction also is important from a cognitive health standpoint," she says. "Conversations and relationships all help keep your brain active, and a sense of belonging to a group can help ward off depression and stress issues."

In addition to its health benefits, socializing can boost member retention. Smith partially credits the Parkwood YMCA's social opportunities for its large senior population.

"Friends keep people coming out because a lot of times, seniors have lost a spouse or their children have moved away, so they're on their own. So opportunities for socializing probably keep them coming back as much as the exercise," Smith says.

Eckmann recommends planning social events around national observances, such as National Senior Health and Fitness Day in May or America on the Move Week in September. Operators also can plan fun, informal classes to make older members feel more confident about coming to the club to work out.

"To attract older members, there are lots of special events and promotions you can do, like Big T-shirt class where everyone wears big T-shirts so they feel more comfortable working out," Eckmann says.

Self-defense classes for older adults also promote socializing because participants are working on a shared goal, Clark notes. She says that it's important for club staff to make older members feel welcome since they initially may feel awkward going to the gym.

"If a club owner makes sure everyone that works at the club is courteous and welcoming, it will go a long way toward retaining and getting referrals," she says. "Even trainers not working with the senior population and the front desk personnel are important because a lot of older adults may be trying the health club scene for the first time. It's important that they be greeted warmly to make them feel at home."

To attract older members, Smith recommends that club operators figure out where seniors in their area already meet.

"You've got to search out the market and figure out where seniors may hang out," she says. "To attract seniors, we do lots of word-of-mouth [advertising] and community involvement. We put ads in the library because it's a good place for seniors — or churches are good if you can find a local church with a large senior population."

Eckmann recommends that a club get involved with local charities, such as the AHA or American Cancer Society. Free training coupons can be donated as charity fundraiser items, she says.

Klein has noticed an increasing number of older adults on Facebook. His club uses its online social networking efforts to announce upcoming events and draw in new member leads.

Klein also uses his club's e-mail news alerts to make club members aware of scheduling changes or pool closings, in addition to upcoming events.

So while it may seem like there's a great divide between 20-somethings and older adults, the Baby Boomers are redefining how Americans age. And as health care becomes more costly, preventative measures such as exercise will become more important. So in the coming years, smart club operators are wise to spend both time and effort to attract older members into their facilities.

PERSONALITY IS IMPORTANT FOR PERSONAL TRAINERS WORKING WITH SENIORS

Although older personal trainers can relate well to the challenges that aging members face, it's not mandatory to hire older trainers to serve a senior clientele, says Molly Smith, health and wellness director for the Parkwood YMCA, Lansing, MI.

"With regard to age of trainers, we've gone both ways," she says. "It works well for young trainers if they have the right personality, though if they're too young, some of the older people might see them as just kids, where an older individual can relate to their aches and pains."

It's a matter of assigning the right trainer to the right client, says Barry Klein, owner of Elevations Health Club, East Stroudsburg, PA. Klein says his clubs' demographic has been in the 30- to 50-year-old range but started "skewing older" after they installed a pool for aquatics programming a few years ago.

"In our case, it's not that we adjusted staffing, but we have a broad enough staff that they're in touch with an older community," Klein says. "We have some group fitness instructors that are a little bit older themselves, and a couple of younger staff with the temperament and skills to really click with the seniors."

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