The group of people in the 50+ age bracket accounts for an ever-increasing share of the total population in Germany and thus also of purchasing power. The names for the "young olds" are many and varied, but creativity stops very quickly after this naming. Yet they represent an extremely affluent target group: The children are already out of the house and no longer dependent on financial support, and the parents have been in the workforce for a long time and have a corresponding income. Nevertheless, the German economy is largely helpless in its response to this customer group. Acting smartly here and offering deals specifically for those in their prime can successfully set your gym apart from your competitors.
Understand the target group
Understanding best agers as "young seniors" does not do justice to the needs of this target group. Rather, they are people in their prime. A target group with purchasing power and newly discovered leisure time. In this target group, too, the ideals that ubiquitously surround us in Europe and Germany are still widespread - youthful appearance, fitness, a slim line, at the same time this target group also has health and prevention in mind. Consciously and mindfully doing something for oneself is a major goal here. The cosmetics industry has long responded to these needs - high-quality cosmetics and care products for mature skin have long been part of the steadily growing market.
Fighting age - going to the gym at 60+!
Offer a suitable range of courses
HIIT, spinning, Zumba - power sports with high performance peaks to really power out are incredibly popular at the moment - however, many people in the 50+ target group cannot take advantage of such offers, the extremely strenuous high-intensity intervals can even be harmful for newcomers to fitness at this age, according to sports medicine studies published by Gibala et al. back in 2011 in the Journal of Applied Physiology.
No one in the 50+ group wants to attend classes specifically for seniors - but the need for health-oriented offerings is there. However, the chosen sport should be fun and, above all, should not be exclusively for health or prevention. Cardiofitness programs are just as popular in the 50+ age group as dancing, yoga or Pilates; balance and coordination training for mobility or sports such as Tai Chi are also very much in vogue.
Additional offers for Best Agers
What should definitely not be forgotten about the 50+ target group is that people of this age do not exercise to keep up with their friends, but above all to do something for themselves. At the same time, there is a certain shyness about the gym - the fear of making a fool of oneself in front of the "youngsters," a certain respect for the equipment, some of which is already frightening. Psychological studies show that people over 50 are much more persistent in pursuing their goals than, for example, the 25-34 age group.
It is therefore important to recognize these fears and turn the initial shyness into enthusiasm. Various measures are available for this purpose:
- Additional trainer lessons help with the safe handling of the equipment and eliminate the nervousness of doing something wrong.
- Individual training plans that set goals and document successes increase motivation and reduce uncertainty as to whether training is being done "correctly.
- Personal training is of course the top class of individual training support and is especially popular with best agers.
- Small group training 50+ allows a somewhat more favorable training with individual care, at the same time new contacts can be made in the small group.
- Special workshops on back health or balance and mobility familiarize people with the studio and serve the need to exercise in a health-oriented way
In addition, for many Best Agers, sport is also inextricably linked with wellness. Additional offers such as sauna, solarium or massage are part of cherished rituals after sport. Here, too, it can be worthwhile investing in additional services such as a tanning bed, massage beds such as a HydroJet lounger, or a small sauna area. Hiring a massage therapist or cooperating with a massage or wellness therapist who rents a room in the gym, for example, can also be worthwhile.
Conclusion
The people of the age group 50+ form a constantly growing group in Germany, on the special needs of trainers in the area of the Best Ager your fitness studio can stand out perfectly from your competitors. Suitable courses and sensible additional offers for the "young olds" secure you the attention of a target group with purchasing power.
Find your suitable cardio equipment at an unbeatable price now!
Editors fitnessmarkt.de (EA)
Bildnachweis: #28011346_RobertKneschke_1200x700
Published on: 1 September 2019