What if there was a population of 100 million potential clients that was virtually untouched, desperately needed fitness services and with virtually no competition. Would you be interested?
You should be! This population makes up the largest and wealthiest generation in U.S. history and is looking for help; and you can be the solution. The Baby Boomer generation, born between the years 1946-1964, will be turning 55-73 years old in 2019. In fact, there are 76 million baby boomers aged 55-73, who control 70% of the spending power and wealth in the United States. 70% is more than a little “senior” fitness niche. When you include the spending power and wealth of those over 73, you quickly realize focusing on the 55+ market might just be the smartest career move in the fitness industry. Unlike younger clients who may reach a weight loss or competition goal, clients over 50 want to live long, healthy meaningful lives, and to do so means a potential stream of clients for years to come.
Many born in this generation do not identify themselves as “seniors. What you’ll find instead, is people who are looking to keep participating in activities like downhill and cross-country skiing, water skiing, tennis, golf, hiking and other hobbies they’ve enjoyed over their lifetime. It is also in important to note that their primary goals are no longer weight loss or fitness vanity, it’s to be able to do the things they love, longer.
Take a 72-year old client who had a singular goal to be able to bend forward and reach his own feet again; he couldn’t tie his own shoes or tee-up a golf ball normally. He had several knee surgeries and a hip replacement, but otherwise was in great health and was a 7 handicap on the golf course! After one month he came in one day just beaming with pride, “Hey Dan! Check out my shoes!” I thought maybe he got new shoes. Then I noticed his shoes were laced, and I asked, “Did you tie those yourself?” He said, “I did. For the first time in years!” We both choked back tears. Right then and there I was hooked; I realized I could dramatically change people’s lives and tangibly improve them for years to come.
The “new senior” client is going to be even more fun to train as they are not taking this aging thing lying down. They have money to spend, plenty of free time, and years of activities on their bucket list to accomplish. As trainers, we are just what they need to ensure they accomplish it all.