As the 1800s came to a close, the average life expectancy was just 47 years of age. This fact is not lost on Colin Milner, CEO of the International Council on Active Aging (ICAA), the world’s largest senior fitness trade association. “We have added an additional 30 years to our life expectancy over the last 100-plus years,” says Milner.

“Now the questions are: What do we choose to do with these additional years? And what is the quality of our life during this time?”

Milner, who turns 46 in February, has been touted as an industry leader and a visionary. He has advised the Administration on Aging, the National Institute of Aging, and a multitude of industry associations, while leading publications from Parade Magazine to the New York Times and Newsweek have interviewed him. He presents around the world and has authored more than 180 articles on the older adult market; most recently, he was invited to author a vision paper for the White House Conference on Aging.

Yet, with all of this, he says he’s just getting started. “We have a long way to go before society and industry embrace the aging process, and the wisdom and vitality that can come with it,” says Milner.

To learn more about what the future may hold for the industry and the ICAA, Club Insider recently sat down with Milner. We believe you will find this interview enlightening and inspiring.

CI: Let’s go back to the very start. How did you first find your passion for the aging market?

Milner: There have been many defining moments; however, it first started when I attended a session in1992 at a conference with John Rude, a well-respected consultant in the field of aging. We met at a function after his seminar, and I can honestly say that his passion for this market and the impact we could have on the lives of millions was the spark that lit my fire. From there, my passion for active aging was ignited by Dennis Keiser, CEO of Keiser Corporation. This very wise man looks at the world through different eyes, and it was really with his tutoring that I came to embrace this segment of our industry. Finally, and most significantly, it was the outcomes. Most of us are now familiar with the research showing that, no matter how old you are, you can make a huge improvement to the quality of your life by being physically active. I visited and spoke with older adults who had gone from a wheelchair to a walker, a walker to a cane, then to walking independently—you see a quantum shift in thinking. These sessions had a big impact on me, and fanned the coals into the wildfire it is today.

CI: How did you come up with the idea for your organization?

Milner: The ICAA is the culmination of my 25 years in the fitness industry, especially the last 15 years, during which I visited well over 1,000 fitness clubs and seniors housing facilities. Every time I visited these groups, I saw an absence of attention to the aging Baby Boomer and older adult market. Few were truly focused on this market—it was simply not their core business—and organizations that provided programming for these groups saw it as a small part of their total business. I also saw, and continue to see, a lack of individuals with the specific qualifications and knowledge for dealing with the aging crowd.

Like any business opportunity, I saw a need and addressed it. It really is as simple as that.

CI: What does the ICAA hope to accomplish?

Milner: My goal when I launched the ICAA was to unify sectors serving older adults to create an industry dedicated to better health, wellness and quality of life for this age group—the active aging industry. What do I mean by active aging? At ICAA, we sum up this concept with the phrase “engaged in life.” Active aging describes people and populations living life as fully as possible within the dimensions of wellness (emotional, vocational, physical, spiritual, intellectual, social).

Some people may think active aging is just about physical activity. Yes, physical activity is an important part of active aging, but it is only one component. Fortunately, physical activity has a positive influence on all areas of life. It improves physical function and mental skills, improves outlooks, offers social contact and better prepares us overall for work and home. And research has shown that, other than diet modification, physical activity holds the greatest promise for reducing the risk of chronic disease.

The Alliance for Aging Research has called chronic disease a threat to US health and economic well-being. In fact, projections indicate that 160 million Americans will have chronic conditions by 2040, so the ICAA and its members could make a significant difference to the nation’s health and bottom line. When we as an industry serve the older adult market better, we will encourage more people to make healthier choices—and that will change the way we age in society.

In fact, we are already seeing two emerging movements focused on the experience of aging. One approach considers aging and anything related to this natural process as things to be treated, covered up, or eliminated altogether, if possible—that’s the approach of the anti-aging industry. Anti-aging focuses on the external. By playing on the insecurities, fears and hopes of older men and women, the anti-aging industry is making huge sums of money with its pills, potions, creams, surgical procedures, and the like. In contrast, the active aging approach focuses on the internal. It’s an industry that embraces, rather than fights, the aging process, opting instead to improve this experience by promoting health, preventing disease, and encouraging living life to the full.

The ICAA was created to be a source of credible information for professionals who believe in active aging. We provide information to help individuals and organizations support their clients effectively in this area. The knowledge people gain from this information is raising industry standards and levels of service when it comes to aging members and residents. What we really offer are the tools for success.

CI: Since you launched the ICAA in 2001, have you seen a shift in the industry’s acceptance of the older adult market?

Milner: Massive change is hard to come by, no matter what industry you are in. I’ll never forget being at an IHRSA convention and hearing Age Wave author Ken Dychtwald speak. There was an electric feeling in the air. I was standing beside one of the major players in the industry and heard him say, “I have found my direction.” Yet three years later he had done nothing about it.

Don’t get me wrong, change is happening; it just happens to be coming from the fringe—small clubs 50 plus clubs, retirement communities, hospital wellness, and YMCAs are embracing this market. The major chains are like the Titanic steaming towards the iceberg: They know they have to change and they know the course; it just takes longer to move a large ship.

CI: Why do you think that is?

Milner: Truthfully, it’s a lot of work. What attracts the younger market does not necessarily appeal to an older clientele. Designing successful age-appropriate programs takes careful consideration and constant research. Coming up with just the right marketing campaign demands special skill. To ensure continued credibility and client safety, trainers must be well informed about what exercises to recommend and which ones to avoid.

Achieving the necessary knowledge and experience is time consuming, yet vital. Imagine how long it would take just to lay the proper groundwork for serving the Boomers and beyond, if you didn’t have access to experts and information on aging, fitness, wellness and healthcare. That’s exactly why I created the ICAA.

CI: Say some of our readers are interested in the older adult market. Where should they start?

Milner: Club owners who feel apprehensive about approaching the older market should know that they aren’t alone. I remember reading an article some years ago in which Diane Bonifas of Lakefront Racquet and Health Club in Celina, Ohio, described her reluctance to offer senior programming. She said this was “because all our other classes were so upbeat and positive. I didn’t care for the idea of being around a bunch of older people.” Still, she offered a class and the response swayed her. The first class attracted six people, the next one drew 14 participants, “and the rest is history,” she said. Bonifas added that she “had never experienced some of these great moments in life until I worked with seniors.”

The answer to your question is for people to start by asking themselves if they are really prepared to change. If they aren’t, they shouldn’t bother pursue this market. But if they are ready to change, they—like Diane—will have some of the most rewarding experiences they will ever have.

However, the amount of change necessary will depend on the functional fitness level(s) club owners choose to serve. Explanations of these levels appear on the ICAA website at http://www.icaa.cc/stet.html, in case people want more information. But, for instance, few adjustments will be required to serve elite older athletes, whereas many more will be needed for those participants just getting started. The ICAA put together a checklist to help older adults select a facility that will meet their needs. Club owners may want to look at this checklist to gain a better understanding of what makes a facility age-friendly. It’s also available online at http://www.icaa.cc/consumer/age-friendlyguides.htm.

CI: What about the revenue potential of this market? Do they actually have any money?

Milner: Well there’s the statistical approach to answering your question, and then there’s real life. Let’s start with the statistical approach: The age 50-plus group has 80% of the wealth and 55% of the discretionary income; in addition, this group accounts for 50% of consumer demand and spends more than $7 billion on Internet purchases a year. Yet we keep offering them senior discounts, because we assume they have no money.

The real life approach would be to poll a group of personal trainers, as IDEA does, and to see who makes up their largest market segment. You will find that the answer is the age 40-plus market. Why? They can afford it.

CI: What does the future hold for our industry?

Milner: On April 15, 2006, IHRSA/CYBEX State of the Industry report highlighted the fact that, for the first time in 10 years, the US fitness industry’s growth had stalled at 41.3 million members.
How will this impact your business? To answer these questions, we first need to take a step back and look at some very important factors that are impacting this situation:

1) The industry churns through 100% of its members every three years (according to IHRSA, the attrition rate is 34.5% yearly).2) In a recent analysis of U.S. Census data by the SIR Boomer Project, the 18-49 segment is "dead"—virtually no population growth at all from 2006 to 2016 (from an estimated population of 135.1 million in 2006 to 135.9 million in 2016). These two facts show that to grow your membership you will need to:

1) Retain more members.2) Attract the 50-plus segments. According to the SIR Boomer Project analysis, this group “will undergo a tremendous change as the rest of the nation's 78 million Baby Boomers turn 50 over the next ten years, causing that segment to increase 25 percent in size between 2006 and 2016 (from 89.3 million in 2006 to 111.3 million in 2016).”
This change should come as no surprise, as this group was the reason the industry experienced the growth it did over the past 10 years. Bottom line; our further is GRAY!.CI: Any final words of advice for those considering getting into this market?

Milner: Run towards the market, don’t walk. Think of it this way: If you sold TVs and only 10% of the country had TVs, wouldn’t you be pumped knowing that 90% of the population could buy your product? There’s a similar situation in the fitness industry today. By 2010, people between ages 55 and 74 will outnumber those ages 25–34. Why wait?

The case for active aging

There are two good reasons to focus on physical activity for older adults:

1. It’s the right thing to do for quality of life.
Physical activity prevents or controls the most common chronic diseases in older adults (for example, diabetes and heart disease), enables people to function independently so they enjoy and grow in their lives, and allows older adults to stay part of the active lives of their children, grandchildren and communities.

2. It’s the smart thing to do to save money and generate revenue.
Controlling healthcare costs for private insurance, government and the consumer could save money—75% of the US $1.66 trillion healthcare cost (2003) is spent on a few chronic diseases. Already private insurers and businesses are incentivizing employees and insureds to exercise because it saves them money. What can private companies and consumers do with these savings? Spend it, which raises revenue for other companies. For example, the seniors housing industry is rapidly moving to focus on activity options because these services generate revenue.

Quality of life is a top concern for aging adults, shows a 2005 poll by USAToday/ABC News. For the 1,000 respondents, losing their health (73%), losing the ability to take care of oneself (70%), losing mental abilities (69%) and running out of money (60%) topped the list of concerns. And these people were currently healthy—31% rated their health as excellent and 58% rated it good.

How do older adults maintain their health and their savings? Research provides a clear answer: exercise, physical activity, healthy eating, healthy spirit. Physical activity and healthy eating can prevent or mitigate prevalent lifestyle diseases (coronary heart disease, diabetes, high cholesterol, hypertension). Health saves money, for the government, the individual and the businesses that care for the older adult.

Since physical activity and exercise are the solutions to older adult’s biggest concerns, why aren’t more doing it? According to The State of 50+ America 2005 report from AARP, a leading organization serving age 50-plus Americans, only about one-quarter of older adults are physically active: 28.8% of 50–64 year olds, 25.6% of 65–74 year olds and 16.3% of those 75-plus.

While the reasons for not exercising are complex, a simple way to look at the problem is lifestyle. Older older adults have more medical conditions and lack a culture that supports exercise and activity. Younger older adults know exercise is good and want to participate, but lack the opportunity.

Yet, 98% of 50-plus adults in an AARP survey were aware that getting enough exercise is important and 64% stated that physical activity was the best thing they can do for their health. This level of awareness means that marketers do not have to establish need, but rather show how they are providing a solution that will overcome the barriers.

The case for physical activity is well-supported by research. What private and public organizations need to develop are the opportunities for exercise and activity.

Source: ICAA’s Active Aging in America 2005 report

Market forcesThe market forces that are driving older adults—and the product and service companies that provide for them—require that organizations rethink their strategic planning. Key forces include:

The demographic. The population of older adults is large now, and the exponential growth is astounding. The number of adults age 65 years and older will more than double to over 71 million by 2030. Ages 85 and older are the fastest-growing segment. The Baby Boomers number 77 million today, including the youngest Boomers. However, chronological age is an ineffective method for describing this demographic, since a person at age 85 can retain the functional capacity of a person at age 45.

The psychographic. No longer are 50-plus adults a homogenous group (if ever they were). The attitudes and buying habits of the leading-edge Baby Boomers differ from those of their parents as well as those of the younger Boomers. Aspirations, lifestyles and attitudes about spending are as diverse as the age groups. Older adults, particularly the Baby Boomers who are just turning 60, do not perceive themselves as seniors who retire. They plan to work (whether from choice or necessity), volunteer and stay active.

The economics. While older adults control an enormous amount of dollars (often tied to the equity in their homes), they also are the largest expense in healthcare. People over 65 account for almost one-third of total US healthcare expenditures, or $300 billion each year. Without greater emphasis on prevention, healthcare spending will increase 25% by 2030 simply because the population will be older, excluding inflation. These costs can be dramatically mitigated by physical activity to control chronic disease.

On the other side of economics, people over 50 own 67% of the nation’s wealth and have more than $28 trillion in assets. In 2001, those 45 years and older accounted for 52% of all consumer spending in the United States ($2.28 trillion). There is more money flowing down the pipeline in the future. The intergenerational transfer of wealth between 1998 and 2052 is estimated at $41 trillion, with $7.2 trillion transferring to the Boomers and the rest transferring to their children and to taxes.

The messaging. Many current images of older adults seem to bounce between the frail, medically impaired elder and the thin, surgically remodeled person, or feature youthful, muscular people draped across equipment with a headline that says “for the older adult.” None of these images is accurate, and none carry an appeal that resonates with older adults who prefer images of normal people in comfortable clothing.

Messages aimed at ability, activity, enjoyment and social interaction to address value and benefits are more likely to be successful to a group that does not measure themselves by chronological age, but instead by what they accomplish.

Source: ICAA’s Active Aging in America 2005 report