Be Active Your Way Blog - CMilner

Six Barriers to Physical Activity Participation

CMilner — Wed, 06 Apr 2011 13:20:00 -0400

Research published in the British scientific journal Age and Ageing found that older adults are highly knowledgeable about the health benefits of physical activity, yet many remain inactive due to the many barriers to participation. This article examines these barriers and suggests ways in which you and your organization can reduce or eliminate their impact on the physical activity levels of older adults.

1. Lack of interest (by far the #1 factor)

Prior to starting a program, have your older customer examine all their options. Would they prefer taking a class or going solo? Are they a morning or night person? Does indoor fitness appeal to them, or would they prefer to play outside? Could they dedicate large blocks of time to physical activity or could they fit only shorter, more frequent intervals into their schedule? What are their real world goals?

Young or old, people tend to enjoy things that interest them, that help them reach a goal or that is fun and social. By simply asking what they like to do you can break this barrier down one program at a time.

2. Shortness of breath

Shortness of breath can be due to a variety of health issues. It can also be that they are simply out of shape. Meet with their healthcare provider to see whether you'll need to consider any special modifications before starting an exercise program. If necessary, get clearance to begin a program. Educate members that there are ways to address issues to improve their quality of life.

3. Joint pain

According to the Arthritis Foundation, regular, moderate exercise offers a whole host of benefits to people with arthritis. By exercising, your member can reduce joint pain and stiffness, build strong muscle around the joints, and increase flexibility and endurance.

4. Perceived lack of fitness

Education is the key here. Ensure that your members know they can start slowly, i.e. with 5-10-minute walks in the morning, at lunchtime and after dinner. With their resistance training, start them with only a couple of exercises and build up. DO NOT OVERWORK them or you will never see them again. Set long-term goals and show them how they will build their fitness level or workout over time.

5. Lack of energy

In many cases, this barrier is reversible and can be due to a low fitness level. It could also be from the interaction of multiple prescription drugs. The first step to a solution is to establish why they are lacking energy, then explain how being active will actually give them more energy. For many it can even reduce the number of expensive drugs they take.

6. Doubting that exercise can lengthen life

Ask your older customers about their quality of life. Are they able to do the things they want to do? Explain how exercise can improve their quality of life, no matter how long they live. What exercise will offer them is the ability to age on their own terms.

How are you reducing barriers that limit participation levels among your older customers?

Active Aging Week 2011

CMilner — Fri, 11 Feb 2011 12:15:00 -0400

A myriad of activities can enhance health and well-being. The key is to find the right ones for an individual. One example of how we can encourage people to find what works for them is ICAA’s Active Aging Week.

Now in its ninth year, Active Aging Week, September 25–October 1, promotes the benefits of active, healthy lifestyles for adults over 50. During that time, host sites invite older adults in their local communities to experience free wellness activities and exercise in a safe, friendly and fun atmosphere. Below are some insights from veteran organizers as well as some general planning tips for participating in this kind of health promotion event:

Save the dates. Give people plenty of notice to avoid scheduling conflicts.

Initiate planning early. Begin your planning cycle as early as possible to have time to develop a vision and create support materials.

Target the audience. Consider the target audience for your activities. The identity of your target audience will influence the goals you set, the partnerships you seek, and both the activities and approaches you use.

Decide on goals. Consider the specific goals you want to achieve through your activities, and let those goals guide your planning. Your objectives will focus your decisions through the planning stages. Plus, determine how to measure the success of your efforts.

Seek out partnerships. Determine the resources you will need and approach other organizations about forming alliances. These resources might include staff, facilities, expertise, contacts and funding, for example. Others to contact include organizations that might provide speakers and/or volunteers, or offer cash or in-kind donations.

Have a checklist. Make sure you know what you need to do, and when, in the months leading up to the event. To help Active Aging Week organizers, ICAA provides a general “five-month plan” listing the major planning stages, as well as a planning checklist of more detailed tasks (see below).

Work with colleagues. Bring colleagues into the planning process, as they can help in selecting goals, promoting the health promotion event, and supporting or leading activities. Also, seek out colleagues who have the skills to help with specific planning tasks, such as writing press releases or creating marketing approaches

Call in volunteers. Start a volunteer team and involve this group in creating a vision, spreading the word about activities, and carrying out plans

Use ICAA resources. Visit the ICAA website for free support materials used to help Active Aging Week hosts plan and implement this event. Resources include fact sheets; formats for media advisory, press release and calendar announcements; logos; posters; certificates of participation; and more. A bevy of “planning guide” articles offers programming inspiration and practical information, while planning worksheets include a marketing matrix and lists that hosts can customize to meet their needs. To access these resources, go to the ICAA Web site.

Active Aging Week activities may be the opportunity individuals need to step outside their comfort zone, finding that perfect activity that lets them be active their way. How can you take advantage of ICAA resources for Active Aging Week to help launch people on their way to healthier, active living?

Conductorcise, a fun alternative

CMilner — Wed, 18 Aug 2010 10:18:00 -0400

In 2002, at age 68, David Dworkin founded a unique “symphonic aerobics” program, which has since become internationally recognized. Conductorcise^®—a Sound Workout for Mind, Body and Soul—is “a symphony performance, music history lesson and aerobics workout all rolled into one,” suggests The Times-Picayune, New Orleans’ newspaper.

A graduate of The Juilliard School and Columbia University, Dworkin channeled his passion for music and physical fitness into this innovative program. Conductorcise, it turns out, is the next act in his long and distinguished career as a symphony conductor, clarinetist and music educator. In the last seven years, he has traveled widely to lead Conductorcise workouts for audiences of all ages and abilities.

Participants enjoy “an invigorating upper-body workout, learn basic conducting techniques, improve listening skills, and find out about the lives and work of the great composers,” Dworkin explains. He applies the same basic approach to each Conductorcise session, but tailors the challenges and level of effort for each group. Sessions for healthy older adults can be longer and more vigorous, with some lower-body movements, for example. With individuals who have Alzheimer’s disease, Dworkin chooses slightly shorter classical musical pieces that participants are likely to know, helping to connect them to the activity.

In each session, the maestro brings what he calls the “energy, motion and magic of music” to participants, who wave batons along with him as they move to the music of Tchaikovsky, Mozart and more. Interestingly, Dworkin has found that, among the groups he has led, participants with Alzheimer’s and other dementias respond with intense interest to the workout. In the end, “Conductorcise is extremely effective in getting participants enthused about classical music, and keeping them engaged, thinking and in motion,” he says.

Dworkin sees conducting as “a physical and a spiritual experience.” The physical benefits include, among others, increased blood flow, upper-body stretching and strengthening, improved cardio endurance, and the growth of new brain cells. That means Conductorcise participation can help improve physical health and function, while enhancing intellectual, social, spiritual and emotional wellness.

“Conductorcise is a winner, because many people don’t think they are exercising when performing the program,” Dworkin observes. “Not only are they moving their bodies in a way many have never done, but they are also stimulating their brains by being made aware of colors, conversations and rhythms in the music.”

Five key lessons learned in creating a classical music fitness experience for older adults

1. Prepare. It’s just like music or anything else in communication. Go over and over and over your program. Ask yourself, Is this the best way I can do it? Don’t be afraid to change, add, etc.

2. Reach out to all. Learn from colleagues. Reach out to physicians (both alternative and traditional), social workers, wellness professionals.

3. Give of yourself 150% all the time.

4. Never lose your sense of humor. Laugh at yourself. Make people smile.

5. Passion. You must have a passion and love what you are doing.

What are you doing to make your programs a unique, fun experience?

Credibility Counts

CMilner — Wed, 02 Jun 2010 12:34:00 -0400

Colin Milner, CEO, International Council on Active Aging, with Professor Klaus Schwab, founder and Executive Chairman, World Economic Forum.

Marketing physical activity to older adults is more than just advertising, direct mail, email, websites and blogs. In reality, marketing is everything you do to build your reputation and brand. Marketers today have an uphill challenge when focusing on the 50 plus market, as three-quarters of this group don't believe what you have to say. The lack of credibility is a major barrier when marketing physical activity to older adults.

Check out the following 9 tips for building your credibility (and adapt them to your organization or your individual role):

1. Court partners

Governmental organizations, non-profits, and highly respected companies are ideal for creating strategic alliances as credible organizations. Alliances confer on your organization a level of credibility almost impossible to buy and difficult to create.

2. Do your research and know your market

The one-size fits all approach does not work with the older adult market, which has many segments-each with its own wants and needs. Learn what types of marketing appeal to different segments. For example, the term senior is disliked by 98% of Baby Boomers.

3. Provide the facts

This age group wants straight facts, with data to support them.

That's why the Physical Activity Guidelines are so important. Effective messaging explains clearly and simply why someone should be interested in exercise, what you have to offer, and what benefits the person will receive.

4. Create relationships

Generally, older adults value personal ties and will gladly take the time to get to know you and your service. Take advantage of this attribute by providing people with an unforgettable experience.

5. Become an expert

If you or your organization has little or no profile in your community, craft one. If your presence is mediocre, enhance it. Become a local or national expert in your field and ensure the media knows it:

* Make yourself available for interviews;

* Write articles; or

* Conduct seminars.

6. Get involved in your community

Support local charities, initiatives and senior groups. Hold events to show your support for these causes.

7. Educate the market

Partnering organizations for the Be Active Your Way blog are a good place to start. You also can host seminars to help educate your customers about the health issues they face, such as osteoporosis. By educating these customers, you show you speak their language.

8. Choose appropriate models

In your marketing, use photography and art that reflects your audience's lifestyles.

9. Strut your stuff

If you utilize the Physical Activity Guidelines, let them know. If you are a member of a national industry association or to a governmental group that specializes in the aging market, let people know. Your key copy elements should include professional endorsements, documentation and evidence. For example, associating my involvement, as a chosen participant in the World Economic Forum Global Agenda Council on an Aging Society lends credibility to myself and the ICAA because the Forum chooses only 20 participants from around the world (see photo).

By enhancing your credibility in consumers' eyes, you show older adults that you share and understand their values.

What has your organization done to enhance its credibility with adults as they age?

Can We All Get Along?

CMilner — Wed, 31 Mar 2010 11:48:00 -0400

Over the last 28 years, I have presented hundreds of seminars on how fitness facilities can attract older adults. At almost every presentation, someone asks, "Do older adults prefer to work out with people their own age or with younger people?"

This question has always created great debate. However, the answer may be found in research done by Mark Beauchamp, an assistant professor in the School of Human Kinetics at the University of British Columbia in Canada. Beauchamp and his colleagues found that "although older adults may report a lack of appeal for exercising with those much younger than themselves, they actually exhibit a positive preference for exercising with those of their own age."

The study, which appeared in the April issue of the Annals of Behavioral Medicine, provides "useful insight into the preferences of older exercisers, which in turn have important implications for exercise promotion initiatives [in communities around the world]," he writes.

Could this research be one of the reasons we have not seen the predicted flood of older adults into fitness facilities? Could it be why a class filled with 20- and 30-year-olds has little appeal to those over the age of 50? Could it be why a facility that uses youth-oriented advertising misses out on a substantial number of older adults versus a facility that uses age-appropriate advertising? Could it be why manufacturers that build products that are suited to the younger market are missing the boat?

In reality, this research isn't news to those facilities that are already meeting the needs of older adults. Considering the fact that older adults are turned off by marketing that is focused on the younger generation, why would older adults not be turned off by facilities and programs that have that focus, too? It is simply the first rule of running a business - speak to the consumer and his or her needs.

What this research shows is that many older adults prefer to be in an environment with their peers. Yes, some elite, older athletes and fit adults may wish to exercise around those of similar fitness levels to themselves - young or old - but for the vast majority, they want to be around people they can relate to and people who are at the same stage of life.

What are you doing with your peer to peer programs?

Promoting Physical Activity to the Aging Market

CMilner — Wed, 16 Dec 2009 12:30:00 -0400

Those of us who work in health and wellness have a tremendous opportunity before us to positively influence the health of well over 100 million aging Americans. The “Baby Boomer and beyond” demographic needs solutions for ongoing health issues—and this group is looking for them.

The Centers for Disease Control and Prevention reports that 80% of adults ages 65-plus have at least one chronic health issue and, according to the World Health Organization, this age group spends more on health than anything else. (Consider: One market research firm estimated that this group would invest more than 72 billion dollars in 2009, in an effort to hold back time.) Boomers face epidemics of diabetes, Alzheimer’s disease and other conditions in the coming years. In fact, they are already reporting more disabilities than in the past, reveals a recent study to be published in the American Journal of Public Health. Not surprisingly, the goal of most aging adults today is to prevent, delay, manage or improve health conditions, so they can remain independent and active in society.

Older adults already know that regular physical activity is good for their health. Although health is a key concern for them and something they are willing to invest in, there have been statistically insignificant improvements in the levels of physical activity among age 65-plus adults in the last 10 years.(5)

Maybe it's time to rethink how we market physical activity to an older audience. The 2008 Physical Activity Guidelines for Americans offers a tool we can use to market physical activity as the foundation for active, independent aging and a solution for chronic health issues. To do this, we need to understand that “Nearly half of the Baby Boom Generation believes there is little truth in advertising and more than 60% wish ads had more real information, suggesting that America's advertising industry may be missing the mark in targeting the most affluent generation in U.S. history.”

What do we have to do differently to get a better result? The following are a few recommendations for how we can start marketing efforts that reach and resonate with older Americans:

1. Become a student of the market before you start marketing to them. Learn about their needs, desires, dreams and expectations.

2. Speak their language and not ours.

3. Build a relationship.

4. Tell a story.

5. Keep it real by using peer role models.

Using the Physical Activity Guidelines, we can be specific in our messaging and recommendations, as well as share the facts. Finally, and perhaps most importantly, we can share what a physically active lifestyle really means. Aging actively is about having solutions to health issues; spending less on healthcare and medications; keeping involved in life; staying independent; being able to go on trips; protecting mind, body and spirit; aging at home; spending time with grandkids; and much, much more. It’s about the ability to live life fully at any age.

What has been your organization’s success factor in promoting physical activity to older individuals?