Question

Topic: Strategy

Ideas For Launch Of Seniors Area At Health Club

Posted by Anonymous on 4/6/2008 at 9:21 AM ET 250 Points
I work at a health club and have been tasked with putting together a launch plan for the opening of an area within our gym that targets seniors.

I seem to be stuck on a few matters
- name for this (sub) club
- how to gain awareness/effectively promote our seniors club

Any ideas on the above as well as on marketing to baby boomers in general would be greatly appreciated.
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RESPONSES

  • Posted by CarolBlaha on 4/6/2008 at 10:16 AM Accepted
    How about the Platinum Rockers. My club has a senior sub club-- and while I qualify age wize for the group--I wouldn't be caught dead in it. I run and train with people much younger than I am. But those that do love their group. The club features low impact aerobics, bikes together, skis together. Seniors like group activities beyond the club. They advertise it via the newsletter, and brought in a senior to head the group.
  • Posted by Jay Hamilton-Roth on 4/7/2008 at 8:30 AM Accepted
    It depends on what you intend to do internally with the club and your demographic (besides the age). For example, are you targeting people with poor mobility, senior athletes, new retirees, people living in assisted living, rehab patients (from a stroke, etc.), etc. Also, are you targeting men and women, upper-income bracket, middle-income, etc.? Once they come in, what's special about their program? Do you have senior trainers who understand older bodies? Do you have large print on your machine and other instructions for older eyes? What about the music that's playing? Extra seating?

    Finding the seniors depends on your specific target. It may be connecting with your local senior living center, service clubs (Rotary, Lions, etc that may have a more senior membership), or a local mobility-assistance store (that sells canes, walkers, wheelchairs, etc.), etc. If there's a senior fair in your area (where a number of vendors get together to show options for local seniors), that might be another great option.

    Names: Body Masters, Senior Strength, Live Longer & Stronger.
  • Posted on 4/9/2008 at 11:17 AM Author
    Thanks so much for all your input- it's really good to get an alternative perspective on things.

    The seniors program will be conducted in a separate area within our gym and equipped with special machines that are low impact. We will also be having circuit classes led by a specially trained instructor a few times a week to slowly introduce this group to the concept of exercise (we anticipate many of the attendees are newbees to exercise).

    Target market is both male and female retirees. We won't be targeting rehab patients or those with poor mobility. As the gym in a largely residential area, I would expect most of the members would be living in the vicinity.

    My concern is how to get the target market in the gym ASAP so that we can quickly get the classes started proper i.e. how to reach out to this group and encourage them to try something that they may not be accustomed to.

    We will be garnering publicity from a magazine targeted at retirees as well as some fitness mags. For the former, I'll be offering free 1 week trial memberships and a promotional rate if they sign up after the trial.

    Besides this, I'm drawing a blank...
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