I work at a health club and have been tasked with putting together a launch plan for the opening of an area within our gym that targets seniors.

I seem to be stuck on a few matters
– name for this (sub) club
– how to gain awareness/effectively promote our seniors club

Any ideas on the above as well as on marketing to baby boomers in general would be greatly appreciated.

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Jay’s Answer: It depends on what you intend to do internally with the club and your demographic (besides the age). For example, are you targeting people with poor mobility, senior athletes, new retirees, people living in assisted living, rehab patients (from a stroke, etc.), etc. Also, are you targeting men and women, upper-income bracket, middle-income, etc.? Once they come in, what’s special about their program? Do you have senior trainers who understand older bodies? Do you have large print on your machine and other instructions for older eyes? What about the music that’s playing? Extra seating?

Finding the seniors depends on your specific target. It may be connecting with your local senior living center, service clubs (Rotary, Lions, etc that may have a more senior membership), or a local mobility-assistance store (that sells canes, walkers, wheelchairs, etc.), etc. If there’s a senior fair in your area (where a number of vendors get together to show options for local seniors), that might be another great option.

Names: Body Masters, Senior Strength, Live Longer & Stronger.