Wellness: The key to

1

• Wellness The key to
• programming the
• older adult
• Colin Milner, CEO
• International
• Council on Active
• Aging
• colinmilner_at_icaa.cc
• www.icaa.cc

2
Our focus today

• Look at the aging market and some common myth
• Why the wellness model works better for all
  generations
• Address the key barriers to entry
• Get you to ask yourself what if?

3

• The Age Wave, opportunity constitutes the
  centerpiece of the industrys initiative to reach
  100 million members by the year by 2010
• IHRSA and Fitness Products Council

4
Wealth of Market

• 80 of the nations wealth
• 55 of the nations discretionary income

5
Consumer Demand

• 50 of total consumer demand
• 50 of all internet
• purchases last year

6
The aging of America

• Every 8 seconds
• 55 has grown over 379 since 1987
• 18-35 market has grown 12

7
What is your perceptions of aging?
8
(No Transcript)
9


Myths about aging

• you get sick
• you lose interest in intimacy
• you are unwilling to try anything new
• you lose control of bodily functions
• you cant function in the workplace
• you cant understand technology
• you have no social life
• you cannot fully participate and
• pull you own weight and
• you need help to make decisions.

10
Todays older adult?
11
Tina TurnerYoung at 60
12

Understanding who your market is
13

Midlife

• Forty to sixty year-olds see midlife as a time of
  reckoning and change
• Hold on tightly to midlife and arent prepared to
  let go
• Work is the centerpiece of their lives
• They feel stretched
• They arent sure how to fit exercise into their
  lives
• SOURCE AARP

14
Zooming with the boomers

15
Pre-retired and older than midlife

Hanging onto this stage of life and arent ready
to move on.Although still career oriented, they
have started thinking about how to battle the
aging process a growing concern for them
Source AARP
16

Pre-retired and older than midlife
17
Pre-retired and older than midlife

18
Retired

• Adopt a new sense of time, as their values and
  beliefs begin to change
• Health and disease is a concern
• for this group
• They focus on how long they can maintain their
  independence and functionality, as well as what
  they would have to do to extend and maximize
  itSource AARP

19

Bert Morrow at 90
Won three gold medals in the 80m Hurdles, the
100m Sprint and the 200m Sprint, at last years
Senior Olympics
20
What is wellness,and why is it key to the older
adult?
21
Wellness is

• National Wellness Institute defines the six
  dimensional wellness model as
• an active process through which people become
  aware of, and make choices towards, a more
  successful existence.
• The World Health Organization describes health as
  a state of complete physical, mental, and social
  well-being, and not merely the absence of disease
  and infirmity.

22
Why wellness?
The whole-person wellness model enhances the
lives of residents and members. It also
multiplies business opportunities for facilities
and clubs
23
Six dimensions of wellness

• Intellectual
• Social
• Vocational
• Spiritual
• Emotional
• Physical
• SOURCE National Wellness Institute

24
The intellectual dimension

• Intellectual. The intellectual dimension promotes
  the use of
• ones mind to create a greater understanding and
• appreciation of oneself and others. It involves
  ones ability
• to think creatively and rationally.
• This dimension encourages individuals to expand
  their
• knowledge and skill base through a variety of
  resources and
• cultural activities.

25

The vast majority of older adults say that taking
care of their health is very important, but they
do not feel knowledgeable about how to prepare
for a healthy old age. Source National Council
on the Aging. 2002. American Perceptions of
Aging in the 21st Century.
26
The intellectual dimension

• Challenge the minds ability to learn and process
• information quickly while exploring new topic
  areas
• that require judgment and decision making
• Seminars and workshops
• Games
• Computers
• New experiences
• Houstonian and River Place AC
• Education, i.e. Elderly desire for nutritional
  advice high
• Source American Academy of Family Physicians

27
Think about what you are doing to educate your
clients
28
Obesity is the number one health issue
today Source CDC
29

In 2000, for the first time, the number of
overweight people in the world rose to match the
number who were underweight and starving 1.2
billion. SOURCE New York Times
30
Obesity among those ages 50 and above nearly
doubled from19821999, rising from 14.4 of that
age group to 26.7. Source AARP
31
Obesity is costing the nation 123 billion, up
from 99 billion in 1995SOURCE National
Institutes of Health. Costs include doctor
visits and medicine associated with diabetes,
high blood pressure and other conditions
resulting from obesity, as well as lost work
days and lower productivity.
32

33
Older adults are seeking nutritional advice to
manage chronic diseases. National survey shows
they aren't getting enough direction from
doctors. Source American Academy of Family
Physicians and the American Dietetic Association,
2002
34
Using data from the Health Care Financing
Administration for 19842000, Dr. Kiang Liu of
Northwestern University's Feinberg School of
Medicine in Chicago and colleagues estimated
average annual healthcare costs for 1,070 men
ages 65 years and above. The investigators
found that middle-aged men with the highest
intake of fruits and vegetables (at least 42 cups
per month) had the lowest total annual Medicare
charges (11,416) later in life and the lowest
charges specifically related to heart
disease. Source American Heart Association's
Second Asia Pacific Scientific Forum
35
In contrast, men with the lowest intake of fruits
and vegetables (fewer than 14 cups per month) had
the highest total annual Medicare charges
(14,655). The men in the middle group (1442
cups per month) had total annual Medicare charges
of 12,622. These findings were independent of
several cardiovascular risk factors, such as
obesity,cholesterol, blood pressure and smoking.
Source American Heart Association's Second
Asia Pacific Scientific Forum
36
When it comes to dispensing dietary advice,
doctors preach to their patients what they
practice in their own lives. These doctors were
also more than three times more likely than their
peers to ask their patients about their diets,
and to report feeling confident discussing
nutrition. Source Journal of Preventive
Medicine 200235437446
37
The intellectual dimension
Challenging the mind as we age is crucial to
staving off diseases like Alzheimers. Research
shows that even just participating in ordinary
tasks such as reading, listening to the radio and
playing games like checkers and cards on a daily
basis may stave off the memory-robbing
illness. SOURCE Journal of the American Medical
Association (2002287742-748)
38
The social dimension

• Emphasizes the creation and maintenance of
  healthy
• relationships.
• Enhances interdependence with others and nature,
  and
• encourages the pursuit of harmony within the
  family.
• Furthers positive contributions to ones human
  and physical
• environment for the common welfare of ones
  community.

39
The social dimension

• To meet the social dimension offer
• programs that can help form new
• friendships, giving them additional
• opportunities for social engagement,
• such as

40
The social dimension

• Friends, family and community
• Art classes
• Book and current events discussion
• Outings to concerts
• Craft workshops
• Dinner/theater outings
• Informative lectures and guest speakers
• Matinee and evening movies
• Outings to area attractions and socials
• Big buddy
• Group fitness classes and personal training
• Family membership
• Intergenerational programs
• Mentoring and volunteering

41

HEADLINE It's funny, the more we sweat, the
more the ladies find us completely irresistible.

• HEADLINE We swim laps and discuss world
  politics. Baloney! We dog-paddle and
  gibber-jabber.

42

• Added research
• Social ties may be key to long, healthy life
  Source American Journal of Epidemology 2002
• Happy family life decreases men's stroke risk
• Source American Stroke Association
• Spouses may mimic partner's sickness and health
  Source Social Science and Medicine 2002

43
The vocational dimensionEmphasizes the process
of determining and achieving personal and
occupational interests through meaningful
activities. It encourages goal setting for
ones personal enrichment. This dimension is
linked to the creation of a positive attitude
about personal and professional development.
44
Lifespan occupationsRecognize
abilitiesIdentify personal mission and
goalsLearn new skillsDevelop new
interestsTitles, roles, never retireLife
plan, hobbies, volunteer, help others.
The vocational dimension
45
The vocational dimension

• By empowering this growing segment of the
  population to fully
• use their life experiences, skills and cultural
  and spiritual
• wisdom, creativity and energy.
• Mentoring (US Govt)
• Sageing (new)
• Volunteering or employment (Mc ad)
• New vocational education
• Personal training and Lifestyle coaches

46
The vocational dimensionOlder adults who are
generous with their time and help can reduce
their risk of dying prematurely by 60
percent.It has been found that people who
volunteer to help others also greatly increase
their health and survival. Investigators have
found that activities involving regular volunteer
work were among the most powerful predictors of
reduced mortality rates.SOURCE Dr. Dean
Ornish, and the Journal of Psychology Science
47
The spiritual dimension

• Seeking meaning and purpose in human existence.
• Developing a strong sense of personal values and
  ethics.
• Appreciation for life and the natural forces that
  exist all
• around us.

48
The spiritual dimension

• Programs that encourage participants
• to be in the moment listen to the
• sounds of nature, smell the fragrance of
• the outdoors. Remind them that this
• time is theirs and by taking part in this
• experience they are improving their
• health and well-being.

49
The spiritual dimension

• Yoga is the number-one group activity among
  consumers today.
• Yoga has experienced the most growth as a class
  offering over the past seven years, with 54 more
  fitness facilities offering this exercise format
  in 2002 than did in 1996.
• This rise just so happens to coincide with the
  year that baby-boomers started turning 50.
• Pilates another example of consumers turning to
  mind-body formats, ranked number two.
• Source IDEA Health and Fitness Association

50
The spiritual dimension

• Yoga, prayer may help the heart, study shows
• Source British Medical Journal
• Yoga and exercise can help improve quality of
  life Source Oregon Health Science University
• Forgiving may help elderly adults stay calm and
  mentally healthy, according to new research
  Source UPI Science News

51
The emotional dimension

• Emphasizes an awareness and acceptance of
  ones feelings.
• It reflects the degree to which individuals feel
  positive and enthusiastic about themselves and
  life.
• Involves the capacity to manage feelings and
  behaviors, accept oneself unconditionally, assess
  limitations, develop autonomy and cope with
  stress
• .

52
The emotional dimension

• Researchers at Yale University have found that
  the effect of
• positive self-perceptions of aging on survival is
  greater than
• The physiological measures of low systolic blood
  pressure and cholesterol
• The independent contributions of a lower body
  mass index, being a non-smoker, and exercise

53
The emotional dimension

• Research shows that older people can literally
  think themselves into the grave by feeling
  bad about
• getting old
• Study participants who said they had more
  positive views about aging lived an average 7.6
  years longer than those with negative perceptions
  of aging

54
The emotional dimension

• Depression-will be the second
• greatest cause of premature
• death and disability worldwide
• by 2020.
• SOURCE WHO

55
The emotional dimension

• Programs that support this dimension
• can have a profound effect on the lives
• of many older adults
• Stress management workshops or counseling
• Behavioral modification classes or counseling
• Humor workshops, mind-body exercise classes
• Support groups and social events are only a few
  such programs

56
Its all about the experiences
57
The physical dimension
58
The physical dimensionprogramming

• Strength and functional training
• Cardiovascular exercises
• Appropriate breathing techniques
• Flexibility, balance and coordination
• Chronic disease programs
• Range of motion movements, along with appropriate
  assessments and screening, .i.e. balance,
  osteoporosis, functional fitness, strength, etc.
• Proper nutrition and weight control
• In the moment programming

59
The physical dimensionprogramming

• It promotes increased knowledge for achieving
  healthy lifestyle habits, and discourages
  negative, excessive behavior.
• The physical dimension encourages participation
  in activities contributing to high-level
  wellness, including personal safety, medical
  self-care and the appropriate use of the medical
  system.

60

• Animals sweat,
• men perspire, and
• women do neither

61

• Women were told
• that exercise
• would harm their
• reproductive
• organs

62
Mens FitnessExperience 10BX Training in the
Military or Muscle Beach
63
Terms with an impact

• Exercise Vs Physically Active
• Active Very positive response To participants,
  active meant engaged with life, family and
  community. They did not equate active with
  exercise. For people at the older end of the age
  spectrum, active meant going to church or playing
  bingo. They also did not connect the word with
  exercise.
• Exercise Very negative response
• Study participants saw exercise as too hard and
  difficult. Exercise is not a word that you would
  want to use in your message.
• -AARP

64
Terms with an impact

• Physically active Very positive reaction
• The participants liked the term physically
  active, because it implied they could do a wide
  range of activities to be physically active,
  rather than just going for a walk. They
  intuitively understood the health benefits.
• Other terms
• Moderate versus vigorous
• Most days of the week versus almost all days of
  the week
• Five days of the week versus more than four days
  and four or more days
• -AARP

65
Marketing the physical dimension
66
Marketing the physical dimension
67
Marketing the physical dimension
68
Marketing the physical dimension
69

70
10 Marketing tips

• 1. Know your market
• 2. Just the facts, please
• 3. Build relationships
• 4. Use life stage marketing
• 5. Educate the market
• 6. Design with eyes in mind
• 7. Avoid scare tactics
• 8. Don't call them names
• 9. Demonstrate your credibility
• 10. Become a chronic marketer

71
The past is not the future!
Much of the industrys marketing effort in
the past has been to offer senior discounts
72
The Loss of Muscle Strength with Age

Strength
Leg Strength
Age
73
Bone biopsy from a normal woman, age 75
Bone biopsy from a women with osteoporosis, age 47
50 of postmenopausal women, over fifty, have the
initial stages of Osteopenia - JAMA
74
The physical dimension retention

• 4.7 years longer than the younger
• market - IHRSA
• 80 stay with a program at the end of a year,
  based on how exercise made them feel
• 75 dropped out within 8 weeks, based on
  non-relevant goal setting

75
Barriers impact the experience
76

• Psychological
• Barriers

77
(No Transcript)
78
Psychological Barriers

• Media image of fitness
• Stereotypes of older adults
• Belief system about whether
• exercise can have satisfying
• outcomes
• Self image as a non-exerciser

79
Psychological Barriers

• Body Beautiful images artwork, etc.
• Pro-shops geared towards youth
• Music
• Staff bias
• False expectations

80

• Ability to participate in programs and use
  equipment

81
The group exercise program

• Intensity of the workout
• Scheduled times
• Age classifications
• Instructors without proper training
• Intimidating exercise equipment
• Name of the program

82
Age friendly equipment

• Zero starting resistance
• 1 pound incremental increases
• Low impact-gentle on aging joints
• Easy to use
• Non-intimidating
• Counts repetitions
• Large display

83
Treadmills

• None or minimal pre-programmed workouts
• Display panel that is easy to read (large
  buttons)
• Starting speed at .5 mph
  
• Shock-absorbing deck
• Emergency lanyard with belt clip
• Low deck threshold
• Low motor housing/casing
  
• Medical handrails

84
Recumbent bikes/steppers

• Easy entrance and exit
• Easy to set control panel
• Wide and comfortable seat with arm rest
• None or minimal pre-programmed workouts
• Display panel that is easy to read and understand
  
• Seat and arm adjustments should be easy to access
  and easy to adjust
• Easy to reach key pad

85

• Motivational

86

• Fear of injury
• Exercise is fatiguing
• Overcoming drug fatigue
• Physicians not recommending exercise
• The exercise programs dont fit the needs
• No goals are set for improvement

87
Climate

• Poor weather is a deterrent due to the fear of
  falling, and the lack of transportation.

88

• Facility Layout and Design

89

• Parking lots
• Stairs (most falls occur on the first and last
  stair)
• Poor lighting
• Transportation to and from facility
• Locker rooms without privacy
• Low benches
• Mirrors everywhere
• Painting and carpet colors

90

• Social barrier
• Social norms for older adults
• Attitudes of uniformed friends
• Fear if appearing foolish to friends and family
• Discouragement from family and friends

91

• What we offer this
• market is quality of
• life and that is
• priceless