But that’s not all that has changed. Today, women have more purchasing power and influence to make decisions for families than ever before. They are indeed a special breed that doesn’t respond to the same marketing strategies used to entice men. In her article, “Winning Over Women,” Assistant Editor Heather Peavey consults some top women fitness center owners who know which strategies work to attract this growing membership segment (p.48). Take this advice seriously; it is probably some of the best you’ll get concerning women.
We’ve also got some of the best advice concerning older adults in this issue. Many of youare familiar with Colin Milner; he’s been in the industry for years as a club owner, a manufacturer and association representative, and now as the CEO of the International Council on Active Aging. Milner’s article, “The Six Dimensions of Wellness for Older Aduts,” outlines some excellent suggestions for how to provide wellness for older adults in your facility (p.56). His six dimensions of wellness certainly hit the nail on the head when we talk about what wellness means to the aging population. Buthis dimensions can also be used to attract all populations, as the shift from fitness to wellness continues.
Special is not a new term to describe women and older adults. The term is also used to refer to any population fitness centers serve who aren’t the traditional 18-to-34-year-old fitness buffs to whom the industry has traditionally catered. But now that our industry is truly interested in reaching out to those who want and need to be well, it behooves us to take a good look at the needs of the ‘special’ members we serve today, and who we will serve in the future in even greater numbers.
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