The Secret Language of Seniors: Marketing to the 55+ Population

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The 55+ population continues to be one of the most overlooked, undervalued markets in the fitness business. Social media presence, interactive blogs and digital communities are great to reach the Gen Xers and millennials, but baby boomers, the 55+ demographic who often have more time and money, need to be engaged in ways that are organic to their tastes and preferences. We will explore some of the pitfalls of relying on contemporary 'digital' marketing to attract the 55+ members and discuss some of the options that better connect with, and are more easily understood by, this all-important target demographic. Many health clubs are undervaluing or ignoring this important demographic. Park and recreation district fitness facilities can capture what the commercial clubs miss and in doing so, create lifelong, loyal members and boost community engagement.

Learning Objectives:

Discuss the types of marketing this demographic likes and understands, and the reasons why.
Understand why fitness goals of the 55+ member are different from those of your younger members, and must be presented and discussed differently. Explore those differences, and how to address them with verbiage and imagery that make sense to the 55+ participant.
Learn how to utilize your fitness facility's 'medical' capabilities as marketing tools to attract and engage with the 55+ population.

Cosmo Wollan (he/him)

Senior Executive

Synergy Cubed

Cosmo Wollan has more than 25 years experience in the Health Fitness and Medical Fitness fields. He is Senior Executive at Synergy Cubed, a fitness industry consulting firm, and co-Founder of the Fitness Is Medicine Initiative, whose mission is to bring medically directed fitness services and population health benefits to commercial health clubs. He is the chair of the Medical Fitness Association Education Committee and a member of the MedFit Network Education Advisory Board. He is a frequent national conference speaker and webinar presenter, and a recognized SME in profit center development, revenue stream optimization, medical fitness integration, retention strategies, sales training, and health club management. In addition to developing an innovative, more fiscally productive business model for personal training operations and a unique, customer-centric solving not selling approach to membership and fitness services sales, his expertise, training, and guidance have designed new profit centers, improved clients productivity, increased sales, on-boarded new hires, motivated employees, retained customers, and positively impacted the bottom line by creating superior customer engagement. Opus Artificem Probat.