“Health clubs are seeing a major boom as the population ages. The number of gym members older than 55 reached 8.5 million in 2006, more than five times what it was in 1987, according to the International Health, Racquet and Sportsclub Association. ‘Boomers are the fastest-growing demographic of health-club members,’ spokeswoman Rosemary Lavery said. ‘As they age, they are focused on staying healthy, active and in control of their lives.’ Of course, the generation that elevated youth culture with phrases like “don't trust anyone over 30” perceives itself as forever young, even as it gains an AARP membership. That means health clubs - or any business for that matter - must avoid offending that perception to attract baby boomers. ‘Marketing by implication will be the rule’ without using terms like ‘mature’ and ‘senior,’ the sportsclub group said in a 2004 advisory report.”
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