A Race Against Time
If your world is like mine, the idea of a good physical workout is a paradox. Here is something that when done regularly, makes you feel good... really good. You are more toned, focused, and full of energy. You love working up a good sweat on the elliptical machine, and discover new places that you didn't even know could get sore, through yoga and Pilates classes.
Working out makes you feel good. Chocolate chip cookies make you feel good. Ever wonder why you aren't as hooked on exercise as you are on dessert?
I'm a member of Bally Fitness in Scottsdale, a club I encountered quite by accident and loved the moment I stepped in the door. When I learned that this branch had been voted the #1 fitness club in Scottsdale, it didn't surprise me. On first glance, it's an ordinary health club - no schmaltzy interior, no track or swimming pool, and no fancy locker rooms. What I immediately noticed was the wild variance in membership - young and old. There is none of the "meat market" atmosphere present, even though there are often a number of Arnold Schwarzenegger wannabes in the free weight area. A majority of the crowd dresses in gym shorts and T-shirts, and are making the most of their workout time.
These people are here for health and well-being, I've thought to myself.
Wellness and good physical health is poised for explosive growth over the next few years. We're already witnessing the first bubble, detailed in a recent report by the Sporting Goods Manufacturers Association, the trade group that tracks fitness and exercise trends. According to the SGMA, the over-50 crowd is heading to health clubs in record numbers. Health club memberships for those 55 and older climbed from 1.9 million in 1990 to 7.4 million in 2000.
Boomers are smart, saavy, and very, very active. They are a "take charge" generation, and that includes taking charge of their longevity and well-being. In addition to health, Boomers are also at a point in their lives where they seek activities that resonate with their need for self-actualization.
Assuming that Boomer Women follow the purchasing power trend of the general female category, there are billions of dollars waiting to be spent on products and services that offer the smallest tidbit of self-actualization.
What is it that your business offers beyond "benefits?" What kind of "experience" are you offering that transcends basic needs, or elevates self-esteem to a higher level? How can you piggyback onto an already-existing wellness category (such as the health movement) with your product or service?
As my friend Spock says, "Live long and prosper."
My gym hosts of 11 female members and I believe over 140 male members. None of which have necks and they grunt a lot. I go for the entertainment factor.
LOVE the line "What kind of "experience" are you offering that transcends basic needs, or elevates self-esteem to a higher level?" I'm cutting it out and pasting it next to my computer.
- danielle :)
Posted by: Danielle LaFleur | May 13, 2004 at 06:51 PM