Many companies view seniors as a bunch of old geezers sitting around in rocking chairs watching the world go by. They think that seniors are over the hill and just not "with it" anymore. This "over the hill" image is a marketing myth that has been around for decades. Seniors retire from business, not from life.

A recently released study by the International Health, Racquet and Sports Club Association (IHRSA) supports this position. They found that exercisers over the age of 55 are the fastest-growing age group in American health clubs today.

The study found that slightly over 13% of the total U.S. population (older than age 6) belongs to a health club or fitness center. Since 1987 the total U.S. health club membership grew almost 90% and now stands at a record high of 33 million members.

However, the number of Americans over the age of 55 who belong to a gym grew by 380% during the same time period. Now, one out of every four club members is a senior citizen, versus, only one in ten back in 1987.

One of my key statements about seniors is that they are just like everyone else (only a little older). They are just as interested in your products and services as the younger market segments. In many cases they are more interested, because they have more time (and money) to enjoy things than the busy, working-class (deep in debt) customers.

This health club study proves that showing active, growing and interesting lifestyle components in your ads towards seniors will catch their eyes and win them as customers. They are still, very much, full of life.

Seniors really are off their rockers... they're busy doing and buying things. So while you're busy catering to the credit-crunched Gen Xers and Boomers, and getting cash-poor GenYs into their first homes, who's selling homes to seniors? Are they buying and selling through you or your competition?

Published: August 16, 2002

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