The Sporting Goods Market

What age group buys the most sporting goods? According to the Royal Mail’s Contact Magazine it is 36-50 year olds (36%). The 51+ consumer purchases 10% of items and have the highest unit of spend.

I suspect these numbers underestimate the importance of the older consumer since only 52% of the people questioned for the research gave their age and I would think these are more likely to be older than younger. Maybe that is stereotypical thinking. Dick Stroud

Gadgets for Getting in Shape

Technology Review has an interesting item about the latest bits of technology that can help achieve/maintain fitness – something that is important to many of the 50-plus.


I have already written about serveral of these developments that are designed for smartphones.

The DirectLife product from Philips is the only one that is not developed in the US.

It is a pocket-sized plastic device that also uses motion sensors to measure a user's daily energy expenditure. These measurements are combined with the user's age, gender, height, and weight before being converted to the number of calories burned during each activity. DirectLife has to be worn in a user's pocket or around her neck, and the data can be uploaded to the Web by connecting it to a computer. Cost: $100.

I am sure we are going to see a lot more of these types of products hitting the market. Dick Stroud

Fitness for the 60+

As the volume of incoming e-mails reduces I am finding the opportunity to delve into the bottom reaches of my Outlook inbox that I haven’t seen for ages.

A long time ago I was contacted by the publicist for Carole Carson with details of her list fitness trends for 2010. Until I visited Carole’s web site I hadn’t realised that her focus is on older people.

I really liked the Web site. It is simple and easy to use.

No doubt there are, or soon will be, a lot of the 50-plus thinking that the New Year is a time they must: “get a grip on their weight."

Fitness will increasingly be a big issue for older people, which means lot of opportunities for smart marketers. Dick Stroud

The Fitness Industry and the 50-plus - an overlooked opportunity

Kim Walker has an interesting post about way that companies have overlooked the provision of fitness equipment and services for older people. There are numerous reports showing how beneficial exercise is for older people, both physical and mental, yet few companies have pursued this as a business opportunity.

I have written about a couple of companies that have ‘got it’. My favourite is Concept2 rowing machines, I am sure there are others, but not that many.

Should gyms be age-silo or age-neutral? What I mean is, would specialist gyms for older people be more successful than a multi-age gym, that realise that a large number of their members are at least 50-plus. I reckon that 50% of my gym’s membership is over-50 and during mid morning and mid afternoon periods they are in the large majority.

I guess some older people would prefer to be in a gym surrounded by their own age. Is that 10% or 50% - no idea? For sure, you could optimise the use of space and the type of equipment, if all of your customers were 50-plus. Part of the positive experience of using a gym, for me, is it being multi-generational with lots of noise and energy. That said, there are lots of ways the gym could be more older-friendly.

What is crazy is that few, if any, fitness companies are asking these questions. Dick Stroud

A smart bit age-neutral celebrity picking – or not?

Gym chain LA Fitness has signed a four-year profit-sharing deal with singer and 'Strictly Come Dancing' star Alesha Dixon that goes beyond the usual flat-fee endorsement model.

In addition to doing media and marketing work as the face of the company, Dixon will work closely with the LA Fitness board devising new dance and exercise routines and advising on health and fitness issues. The chief honcho of LA Fitness, said: "Alesha will bring a fresh, contemporary eye to the entire LA Fitness business. We look forward to working with her to develop new classes and products that our current members will enjoy, and that capture the imagination of potential members."

I think this is code for saying that Ms Dixon will be able to broaden the age appeal of the fitness group.

This lady clearly has an appeal to younger people but has been able to extend it to older people who make up a large segment of the Strictly Come Dancing audience.
Looks to me like a smart move. I guess it all comes down to how good Alesha is at playing at being a celebrity. Dick Stroud.

RIAS’s aquatic customers

Back in September I talked about RIAS’s TV advertising campaign featuring the "real life" of an over-50s consumer.

The company has just launched a new home insurance ad that recognises that today's over 50s are active, individual, busy and experienced. This tale of the everyday 50-plus features a volunteer lifeboatman.

I expect that the choice of the lifeboat theme has a lot to do with the popularity of these people and their charity with older Brits.

What made me smile is that RIAS is perpetuating the fascination that companies have with older people and water. The first ad featured a women long distance swimmer. So many ads have older people on the beach, wobbling around on surf boards or running hand in hand through the waves. I am sure the reason I notice this water thing is that I hate the stuff – not the washing or drinking variety but the sort that get you wet.

Anyway, RIAS is highly successful company and I am sure they have done their homework and tested the ad to destruction with the target market.

Finally, a personal plea to the new marketing director of the company who is on record as saying that she intends to make more use of digital media. After spending a pile of money on a new ad and PR campaign why not ensure that you digital media, like this ad, is at least available on YouTube or your the web site? Dick Stroud

How the average 50-year-old is healthier than someone half their age

I am always suspicious of PR generating ‘research’.

According to this article, Herbalife concluded that your ‘average’ 50-plus is in good shape, compared to their kids.

I wouldn’t use the results, other than to make a point, but I think there is a difference (not sure how big) between age groups in their attitude to healthiness.

Is this a lifestage or cohort effect? I think you can safely say it is cohort with a tad of lifestage.

Kids always think they will be immortal and today’s 50-plus are subject to a pile more ‘healthiness’ messages and services than their parents.

Wellness and the 50-plus, well some sectors of the 50-plus, is and will remain big business for years to come. Dick Stroud

Reading this guy’s exploits makes me feel shattered

I received a press e-mail today about the exploits of Charlie Engle and Marshall Ulrich, who have just completed running from San Francisco to New York.

Marshall is a sprightly 57 year old and has already completed:
- 116 ultra marathons averaging over 100 miles each.
- 12 expedition length adventure races, including all nine Eco Challenges
- Reaching the summit of each of the world’s highest mountains

Wow. Next time some idiot starts talking about the 50+ as if they are one step away from the grave tell them to read about the exploits of this guy. What an amazing thing to do. Dick Stroud

Some companies just “get it”

When not glued to a computer I have been known to venture to the local gym in an attempt to fight back the onslaught of physiological ageing. I am not succeeding.

One of the gym's many torture devices is a Concept2 rowing machine. To be accurate a long row of things.

The poor lady instructor, with the impossible task of trying to get me into some sort of shape, just happens to be in the UK’s top five fastest rowers and recommended I have a look at the company’s web site. I suspect she thought it might give me some inspiration. She was right.

Concept2 has understood two fundamental things. One, the health business is age neutral. Second, if you are going to use social networking, ensure you have an audience that shares (some passionately) a common interest.

The image shows the age bands of people who take part in the company’s competitions. None of this daft “55+ stuff”. See this post for my moan about idiot age bands.

Have a look at the forums on the site. They buzz, so does the chat room.

The site is stuffed with information that highly focused on its target audience.

I don’t know who is responsible for Concept2’s marketing but should be congratulated. Dick Stroud

Nine (not 8 or 10) Baby Boomer money makers

Forbes has an interesting article (s), some might say an idiots guide, to how to make money from Baby Boomers. If you don’t want to read the text, have a look at this slide show.

Can't wait to know what the 8 money winners are?

1.Nutrition/Weight-Management Consultant
2.Travel Agency
3.Errand Service
4.Financial Adviser
5.Specialty Contractor
6.Beauty Salon/Spa
7.'Cosmeceutical' Retailer
8.Health Club

The article has that “Friday afternoon” feel about it so wouldn’t give it too much credence, despite its well respected publisher. Dick Stroud

Motivations to stay healthy

The annual research conducted by The Natural Marketing Institute (NMI) among US Boomers provides some interesting insights into why Americans (well some Americans) are concerned about their health.

The main health worries are the need to lose weight (40%), high blood pressure (35%), joint pain (30%) and high cholesterol (29%).

The above chart shows the factors motivating this group to try and stay healthy.

When you think that each of these factors represents billions of dollars of consumer spend, it is worth taking seriously. Dick Stroud

Work those pecks and neurons

Neuroscience is back in the spotlight again, this time on the front cover of Newsweek in an article titled Stronger, Faster, Smarter. The article reports on work being done at the University of Illinois to establish the relationship between physical exercise and improved brain fitness.

Read the neurosciencemarketing blog for the full story.

The writer concludes that: “Once the marketing cranks up for “brain fitness by exercise” the main beneficiaries will be health clubs and treadmill manufacturers. I’m sure we’ll see plenty of fitness marketing activity aimed primarily at baby-boomers who have plenty of disposable income and are at an age when steps to avoid cognitive decline are increasingly seen as important”. This sounds like good advice. Dick Stroud.

Charles Eugster, 87, goes wakeboarding for the first time

Maple and Leek is a social networking company that is in its initial phases of construction and content acquisition. A couple of months back it sponsored groups of older people to try a new experience and one that is not usually associated with being an oldie.

This is one of first video clips that have been released on the company’s YouTube channel. What a character. Dick Stroud.

A sure way of making a million

Eons survey of Boomer fitness comes to an unsurprising age-neutral conclusion about Boomer male fitness. The main area for ‘attention’, for Boomer guys, is their stomach. I don’t normally use photos of the family but I thought I would demonstrate that the Stroud household dosen't fall into this category (joke).

So all aspiring Boomer entrepreneurs. Forget all of this nonsense about making your fortune out of social networking or anti-ageing cream. Come up with a sure fired way of giving the older guy a six-pack stomach and you will make a fortune. Dick Stroud

How to delight women, gays and baby boomers

If you don’t, you should subscribe to the newsletter from Trendwatching, which is an opinionated consumer trends firm that takes a global view on what is driving consumer behaviour and most importantly consumer spending. I really like its style and the scope of its coverage – like the comment about the photo. Yes, we know these pictures are cheesy.

This month’s edition has the eye catching title of “How to delight women, gays and baby boomers”.

It is has some good examples of what is going on with the boomer consumers and the products that are tempting them in the categories of dating, health, travel, homes and housing plus another half a dozen product groups. Definitely worth a look.

What it doesn’t do – I suspect because of space problems – is to look at the interaction of these three groups. Now that is really interesting and a subject I am going to blog a lot more about. Dick Stroud

Highest peaks and marathons on the seven continents

I have been in contact with Jeanne Stawiecki for the last year or so. She has just reached the summit of Mt. Everest. With this accomplishment, she became the first woman in the world to summit the highest peak and complete marathons on each of the seven continents.

I have staggered to an altitude of 5,000 ft below the height of Everest. Believe me it is hard. The thought of doing this and the other highest peaks plus running seven marathons is beyond my comprehension. I am in awe of her achievement. Sorry, nearly forgot. Jeanne is 56 years old. Dick Stroud.

50-plus fitness - fantasy or fact?

Fitness First, claims to be the largest gym, health and fitness club group in the world, has done a survey (8,000 respondents)

Over 93% of the over-50s claim to ate healthily, 84% said they were careful about alcohol consumption and three-quarters avoided additives in food. A total of 55% were content with their body shape and nearly four in five had a good work/life balance.

For the 18-29 year old group, 79% claimed they ate sensibly and 69% said they drank in moderation.

Surprisingly 62% were satisfied with their physique but just over two-thirds of this group were happy with work/life balance.

I tend to take all of these surveys with at large pinch of salt and I wouldn’t put too much store in the absolute numbers. But, I think it shows that there is a huge market for the health-aware sector of the 50-plus. The other explanation is that the over-50s are better liars, especially about their drinking habits! Dick Stroud