It makes a real change to read a well-written and pragmatic article about marketing to the 50-plus.
What does it mean if a Health and Fitness Club decides it wants to “get more over-50s as members”? Well it is a lot more than re-designing the brochure, as this article makes clear.
I thought this was an interesting quote: “Almost everything that has to do with those over 50, or even over 40 for that matter, has to do with h e a l t h. While vanity and socializing remain a part of life no matter how old people gets, health becomes a central concern as they g row older . . . and the prospect of improving their health is what will attract 50-year-olds to your club.”
The club that I belong to is definitely more about ‘fitness’ than ‘health’. Occasionally I can see they have an idea about increasing membership by attracting older people that results in some new posters and possibly a direct mail campaign. What doesn’t change is the core product and that is a club that is still staffed and focused to appeal to the under 35s.
This article argues, rightly, that rather than going through the motions of playing about and trying to attract an older audience it would be better not to bother. The truth of this message applies to much more that than the health and fitness industry. Dick Stroud www.20plus30.com
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