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(John Rude is the author of this article, the balance of which first appeared in the December 1996 issue of Club Success, and is reprinted here with permission of the publisher.)

CREATING A USER-FRIENDLY ENVIRONMENT FOR THE INACTIVE MARKET

Why are you a member of a particular club? Why do you purchase certain products or services from a chosen business? What is it that causes you to return to any business for more of what you want to receive?

Generally, the underlying answer to these questions has to do with the fact that most of us do business where we feel accepted, where we are acknowledged, where we receive value for our dollar, and where we are comfortable with the environment and the people.

Bottom line: As consumers, the products and services we purchase usually reflect our own personal preferences, our values, and who we think we are and want to become.

The very nature of an athletic club or fitness center is often in direct opposition to the values and/or perceptions of the inactive market, (the non-exerciser, the deconditioned market, the senior market). It's little wonder that the inactive market is not standing in line to get in your door.

In the work that I perform with the maturity market, I often speak about de-stereotyping the older adult population; breaking down the myths and beliefs that most in this society share about growing older, and older people in general.

Let's consider for a moment that the fitness industry has a stereotype. The stereotype looks like this: young, beautiful, tanned, hard bodies, tight-fitting fashionable clothes, meat market, competitive environment, aggressive sales approach, intimidating, expensive. As an inactive consumer, would you respond favorably to this stereotype?

You may say, "that's not my club!" Even if you have remedied that stereotype, the inactive market may still perceive your business that way, even before they enter your doors.

If you can see and understand stereotypes from another person's perspective (in this case the inactive consumer), you are headed in the right direction to put your empathy into practice, and grow your business with an untapped market.

How, then, can your business ­ even if it currently serves a market segment predominately under 35 years of age ­ begin to appeal to this huge inactive market (estimated by some to be 60% - 80% of the adult population)?

Your product must become user friendly and analogous to the market you serve!

Inside are suggestions that will help you get started. There are many more, so create an opportunity for staff and members alike to bring forward creative ideas on how to make your club user-friendly.

1. ADVERTISEMENTS, BROCHURES & IMAGES
All of your marketing communications must express images and language that welcomes and invites this market. The "perfect body" image discourages prospects early on, be-cause they view that as unrealistic.

By showing people of various sizes and shapes and ages (reality), prospects will feel a sense of belonging and commonalty.

2. FRONT LOBBY
Other than ads or a phone call, this is often the first impression. Be selective with what you display in the lobby, because this is how prospects determine your

business values. Avoid an over abundance of body-builder magazines and/or photos of your award-winning body builders.

Provide reading materials, artwork, displays, and photos which reflect a variety of interests and age groups. Soften hard surfaces with plants, colorful wall decor, and comfortable seating.

3. RECEPTION AND PERSONNEL
Provide a welcoming atmosphere that causes one to feel acknowledged and accepted as an individual, regardless of fitness level. Remember, the inactive prospect often comes with low self-esteem and needs far more support and assurance than a regular exerciser. Select personnel that represent a variety of ages, minorities, and fitness levels.

4. MARKETING AND SALES
Use the 80/20 rule. Spend 80% of your time listening and talking about them, and 20% on your product. Learning about prospect's fears, values, lifestyle traits and goals will assure them that you have their best interest in mind. Sell value, service, and results, as opposed to features and benefits. Avoid "hard-sell" tactics.

5. CLUB WITHIN A CLUB
Most clubs are made up of huge "fish bowls" ­ such as gyms, pools, weight rooms, and aerobic studios, which are frightening to non-exercisers.

Soften that by creating a space where you have a "club within a club," one that offers beginners a safe, comfortable, supportive, non-intimidating experience. Once people have mastered the "basics" in fitness (terminology, equipment, safety, etc.) they will be far more confident and comfortable to exercise with the general membership.

6. EQUIPMENT
Today's sophisticated equipment can be very intimidating to this market. For example, older adults did not grow up with the fitness industry, so one cannot assume they know how to even engage the exercise.

Instructors need to offer very basic information, even to the degree that vocabulary is defined. Most clubs have instructions attached to the equipment. You may want to augment that with a user's handbook. The goal here is to help beginners build confidence and independence in their exercise experience.

7. DRESS CODE
Staff should be easily identified with a smart looking casual outfit. Instructors should stay away from spandex and thongs, and replace them with loose and comfortable fitting clothing. A good rule of thumb is to dress similar to your customers.

8. PROGRAMMING
The function level of the inactive market is very diverse, so it's important to offer both individual and group experiences geared to a variety of fitness levels. Do not assume beginners and/or older adults want, or need, "lite and easy." Whether someone is at 15 % or 80 % function level, they each deserve a challenging and progressive program.

9. SCHEDULES
Schedule programs around high-use periods. The inactive often prefer a different pace, and will appreciate the greater attention you can provide. Matinee memberships have worked well for seniors. Use that same strategy for other special populations.

10. MUSIC AND TV
Be sensitive to all age and minority groups by playing the music and videos they prefer. But avoid stereotypes, such as assuming seniors prefer big-band sounds (that represents only one of many types of music mature people enjoy). Develop a music and TV plan, and then make sure all staff follow the plan.

Bottom line: Relate to your audience as they are, instead of reminding them what they are not.

To learn more about how Age Dynamics Inc. can help your club develop an award-winning mature adult fitnessprogram, please call 1-800-929-2719 or e-mail us today at info@agedynamics.com.

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