
This is my 68-year-old dad, an active individual who enjoys wake boarding, surf vacations in Hawaii, and remains engaged in the sports he loves. However, he will not attend classes labeled “fall prevention” or anything with “silver” or “senior” in the title. The question arises: Are active and fit older adults being properly targeted and represented in fitness marketing?
Active mature adults have expressed dissatisfaction with marketing campaigns that fail to reflect their age demographic and vitality. There has been a trend to showcase older adults exclusively in classes designed for their age group, reinforcing the perception that certain exercises are suitable only for certain ages. This lack of representation extends to class programs like HIIT, bootcamp, or hip hop dance classes, creating age silos in fitness communities.
The active and fit over 60 population has taken to social media to show themselves lifting heavy weights, doing pull-ups, and engaging in other activities often associated with younger generations. These are people that are defying the stereotype and offering up different images that challenge the conventional portrayal of older adults lifting small dumbbells while seated in a chair.
Marketing materials should feature older individuals actively participating in a range of exercise programs, challenging the notion that certain classes are age-exclusive. By showcasing older adults in a variety of fitness settings,it sends the message that age should not limit one’s engagement in different exercise modalities.
One step towards inclusivity is adopting age-neutral class names that focus on the level of difficulty and the specific physical components addressed. Rather than labeling classes as “senior” or “silver,” names can highlight elements such as balance, cardio, strength, etc. This empowers individuals to self-select based on their preferences and abilities, without feeling pigeonholed into age-specific categories.
Embracing age neutrality in both marketing representation and class naming will contribute to a more inclusive fitness culture and welcoming environment where everyone feels empowered to pursue the classes and programs they desire, regardless of their age.
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