A Booming Market: Health and Exercise Brands Should Be Marketing to Boomer Women

A Booming Market: Health and Exercise Brands Should Be Marketing to Boomer Women

For health and exercise brands, Boomer women represent a booming market. If you haven’t already included Boomer women as a key part of your marketing strategies, read on.

Two-thirds of all Boomers exercise, according to research by Lori Bitter and JWT Mature Market Group—leaders in addressing marketing opportunities in the 45+ arena. Those over 40 also represent more than half of health club members in the United States. Boomers are the fastest growing segment of health club members, and Boomer women are leading the charge. They are more active than both midlife men and younger women who exercise regularly:

Do You Exercise Regularly?

34% Women 25-34
36% Women 35-49
33% Men 50-59
39% Women 50-69

A Booming Market: Health and Exercise Brands Should Be Marketing to Boomer Women The comments from research completed for my book, Marketing to PrimeTime Women, make it clear that Boomer women consider exercise both important an enjoyable:

“I do the same things I did before. I walk. I ski. I go rollerblading.” – Ellen, 55

“I walk and do tai chi. If I don’t do those every week, I feel something is missing.” – Gretchen, 67

“I either go to the Y or run 5-6 days a week at 5AM. I began training for and running marathons 2 years ago. I have run 3 marathons and 2 half-marathons.” – Melody, 50

Health clubs, spas, personal trainers, masseuses, clothing manufactures, yoga mat-makers, marketers of sweatbands, home exercise equipment, protein bars, energy drinks, bottled water, MP3 players, walking shoes, bicycles, volleyballs—all of these products and services will enjoy a booming market, thanks to Boomer women.

Thirty years ago, Boomer women bonded with Jane Fonda and tried to “feel the burn.” Now, they’ve discovered exercise doesn’t have to be painful. It can be social and fun, offering an opportunity to connect with friends in a way that doesn’t depend upon food (calorie-wise, lunch can be a very expensive chit-chat).

One company, the women’s-only Curves International has addressed all these issues and in so doing has become the largest chain of fitness centers for women in the world, and was the fastest growing franchise of any kind, ever. Their strategy: Focus on Boomer women and make exercise easy, quick, supportive and social.

As Boomer women look for good ways to make use of their newly freed time, they intensify their search for ways to blend physical activity and sociability. This represents a huge opportunity for health and exercise brands who choose to reach out to, understand and begin marketing to Boomer women.

This entry was posted in Marketing to Boomer Women, Things women care about, Women as customers and tagged , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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