Baby Boomers looking to fitness and sports to unlock a healthier lifestyle. One More Reason Why Marketers Still Need to Target Boomers

Physical fitness has always been the mainstay of the Boomer lifestyle. The fitness craze as we know today started with Boomers 54 years ago with the establishment of the President’s Council of Physical Fitness & Sports.  Established by President Dwight D. Eisenhower on July 16, 1956, this council set the national tone for youth fitness that would filter through to every school in the nation. Boomers became the first generation of children to be the focus of physical fitness in our nation’s history.

Throughout their lives, Boomers have elevated adult recreational sports to a new level.  From the growth of the snow ski industry in the 1960’s, to the rise of racket ball in the 1970’s, the aerobic craze of the 1980’s, the expansion of heath clubs in the 1990’s to extreme sports in the 2000’s, Boomers were there. They have left their footprint on each sport they’ve conquered and have a fine appreciation of physical fitness and the active lifestyle it allows them to pursue.

Lifestyle companies should turn to Boomers if they're looking to reinvigorate their businesses.  Whether it’s a sporting center, health club, wellness center, or yoga studio, the opportunity for growth with Boomers is enormous. After all when Boomers embrace an activity they do it with gusto!

Source: Miami Herald

(On January 1, 2011, the first of the Baby Boom generation begins to turn 65. While marketers have traditionally viewed anyone over 49 as over the hill, there are compelling reasons why overlooking Boomers isn’t smart for business. During the course of the next few weeks, we’ll be highlighting 65 of those reasons.)