With all the buzz about the future impact on business by Millennials, some fitness facility operators have overlooked older generations who have greater spending power and longer average club tenure than younger generations.

According to 2010 Census figures, about 96 million Americans are 50 years old and older, and by 2030, 30 percent of Americans will be over 65. People are living longer, and with continued advancements in medical technologies, longevity will only increase. Consider these tips to meet the needs of an aging population:

Market to lifestyle, not age. These days, age is relative and is not an accurate predictor of life stage or health. Today, life lacks the linear, conventional steps of past decades. Career changes, multiple marriages and postponed retirements are now commonplace. Thirty-seven percent of Baby Boomers have children under 18 in the home, one-third of them are single, and adults ages 64 to 84 make up eight percent of the nation's workforce. How can you adjust your operations and programming to better meet these needs?

Ditch the term senior. Older adults generally identify the threshold of old age as someone at least 10 years older than them. Variances in lifestyle preclude us from effectively drawing conclusions about someone's health status or needs based on age. You do your club a disservice if you parcel all adults over a certain age into one generic category.

Rather than marketing classes for seniors, market them based on outcomes or characteristics. For example, market a low-impact class as joint-friendly to draw in older participants as well as people of all ages recovering from an injury or with a chronic illness. Focus on the purpose of the program rather than the age of participants.

People don't want drills; they want holes. If you understand what your prospects ultimately want from a gym membership, you will be able to better meet their needs. Recent research by the National Marketing Institute shows that Baby Boomers ranked aspects of health, such as physical fitness, proper weight, stress, energy levels, illness prevention, healthy diet and sufficient exercise, as very important. By contrast, their personal satisfaction with these issues was much lower. This represents a huge opportunity for our industry.