What is in this article?:
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.
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Carve out your club's spot on the health care continuum. Can your club safely and effectively offer programs and services for individuals with multiple health risks? Perhaps your club has the infrastructure and staff credentials to offer physical therapy services onsite. If not, focus on serving the healthy population and develop strong partnerships and referral streams with other health care providers.
Roll out the welcome mat. Help older adults picture themselves in your club by featuring more than young, hard bodies in your marketing materials. Ensure your club is aesthetically pleasing and inviting, and that your fitness floor culture supports those who need help. Evaluate your facility for mobility and access to ensure it has ample rails, grips and spaces between machines as well as clear, readable signage.
Consider going music-less. The music you broadcast sends a powerful message about who you think your audience is and the demographic you wish to attract. If members must bring their own personal devices or plug headphones into the club entertainment system, you make music an individual choice and don't alienate members by your music choices.
Establish a strong service model. Fill your front line with cheerful, hospitable individuals of various ages. In addition to fostering interactions between team members and members, create opportunities for members to get to know other members.
Ask for feedback. If you want more older members, solicit suggestions from your current older members about how to attract this group. Then, act on those findings.
In the end, attracting older adults to your club is not about a special program you may offer or an age-based discount. It is a way of doing business. Remember, today's Millennial is tomorrow's older adult.
