IT SUITS THE ELDERLY IN THE STUDY: WHICH DIRECTION IS THE RIGHT ONE?

 The average age in gyms and health studies is increasing, older people are fittest and healthier than ever. The field of tension between this positive image of age and an image that critically examines the physical and cognitive abilities of older people presents marketing challenges, because the correct approach of this target group could be the key to the success of fitness and health companies. sector.

Demographic development shows: Germans are getting older. In the last 50 years alone, average life expectancy has increased by 10 years. This development is based on improved medical care, continued medical progress, and the associated decrease in mortality (bpb, 2017).

But the future landscape of society is not only characterized by longer life expectancy. Many people stay fit and healthy into old age. The perceived age is usually 10 to 15 years below biological age, which is also manifested in the lifestyle and consumption behavior of many older people (Zukunftsinstitut, 2019). Fitness membership is no longer a matter of age. More and more elderly people are attending fitness and health studies.

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