Boomers buoy health club membership in U.S.

The aging of the American population is coloring yet another industry. Health clubs are going gray.

The 55-plus age group, the nation’s soon-to-be largest age demographic, is hitting the health club circuit in growing numbers. Health club owners and managers are taking notice of the trend and building programs geared to this group.

“With the aging of the population, in particular baby boomers, it’s becoming a huge group of people who are going to live a lot longer,´ said Dennis McGrath, owner of Orchards Athletic Club in Loveland. Orchards’ senior fitness program is one of the largest in the region and has garnered national attention.

The statistic often bandied by health club and senior health organizations has health club membership among those 55 and older growing by 343 percent between 1987 and 2003. Overall health club membership in general grew by 127 percent during that same period.

Some 23 percent of health club members today also hold membership in the 55 and older club. That’s the equivalent of one in every five members. By 2010, demographers estimate that people 55 to 74 will outnumber those 25 to 34.

In the meantime, fitness experts say there are a variety of reasons for the graying of the American health club. Among them:

• The fitness trend that took hold in the 1970s continues, with many of the exercisers who started then are now in their 50s or older.
• Senior fitness is now considered socially acceptable.
• Health care providers increasingly make therapeutic referrals to health clubs. Exercise can help prevent or allay symptoms of osteoporosis, heart disease, diabetes and other chronic ailments typical in older age.

Robin Depperschmidt-Williams, senior fitness coordinator for Orchards Athletic Club, said Orchards launched its New Horizons program for seniors 62 and older about eight years ago. “Dennis was interested in offering a non-intimidating, non-competitive atmosphere where seniors could always feel comfortable,” Depperschmidt-Williams recalled.

That age group is the one currently identified in this culture as retirement age or senior age, McGrath said.

People between 55 and 62 don’t want to consider themselves seniors, Depperschmidt-Williams said. This group also tends to be educated on the importance of fitness already.

“The population we’ve got now, people already in their mid 60s and on up, certainly were never exposed to a health club or fitness club experience,” McGrath said. “I think the baby boomers have been a lot more exposed to it and are a little more comfortable.”

The Orchards program is designed around the needs of its specific target population, Depperschmidt-Williams said. “The special population that they are, they certainly have different things come their way when they’re older.”

For instance, retirees need flexibility because they may travel or have health issues that keep them from visiting a health club regularly on a year-around basis. Orchards offers these members a lower start-up fee and lower price with everything included and no strings attached, Depperschmidt-Williams said.

Because prospective senior members may be intimidated by the idea of joining a health club, Orchards helps them ease into it. “I put them on a five-day pass and treat them as members so they can get a taste of what it’s like,” Depperschmidt-Williams said.

Socializing is built into the New Horizons program. The club serves breakfast to seniors every Friday morning. “The social aspect of it is huge,” Depperschmidt-Williams said. “They find they are able to be in an environment that’s promoting health and wellness, make a lot of very close friends and that makes them want to show up and have fun in classes.”

Kody Smith, co-owner of Anytime Fitness in Fort Collins, said he has plans to increase programming for older exercisers. “We’re going to do a senior step class and a senior weight class. We’re also going to have a brunch on Fridays.” Smith will offer a special rate to those 55 and older, as well.

Smith said his 24-hour club already attracts a wide range of exercisers. “We’ve got all different kinds of people coming, older people, people who have never worked out before, professional body builders.”

In addition to the positive demographics of a burgeoning population with disposable income, Smith said three older members of his club have provided inspiration for adding senior-specific programs. Three 70-plus men come every Monday and Wednesday and Friday at 11 a.m. to work out. They like the flexibility that the club’s wide-open hours offer, Smith said.

“One 77-year-old came in because his wife saw the sign and said ‘you need something to do.'”

Senior exercisers may have specific limitations, Smith pointed out, and need health club facilities with staff knowledgeable about those limitations. When it comes to enthusiasm, however, limitations fall away.

Smith said, “They’re just as excited as a 21-year-old.”

on Facebook on LinkedIn