Tips for Growing Your Fitness Business with Older Women

Boomer Women Tennis

Mature women (age 50-70) have become the dominant consumer force in the U.S. (and likely around the world).  If you aren’t specifically targeting this massive group then you are missing out because they are an ideal population to have as clients.  Did you know that they handle 85% of their households purchase decisions AND that their household is in its highest years of income, wealth and spending power AND that there are LOTS and LOTS of them (1 in 5 adults in the U.S. is a woman over 50!).

These are educated, affluent women who are in the prime of their lives who are starting to feel the effects of their advancing age and aren’t ready to get “old”.  They are actively looking for ways to retain or regain their youthfulness, vitality and energy so that they can essentially be “ageless”.  Not 20 again but a really nice 50 and holding.  Your fitness program could be just the solution they are looking for IF you are able to understand this woman and how to communicate with her.

Men and women shopping chartWe all know that men and women think, act and communicate differently.  Would it surprise you to hear that mature women think, act and communicate differently than younger men, older men and even younger women.  It’s true.  They have entered and are transitioning through a new life stage that brings with it some significant and subtle changes for her life and how she perceives the world around her.

This group of 50-70 year old females is what author Marti Barletta calls

Prime Time women.

Here are some great insights from Marketing to Prime Time Women by Marti Barletta that demonstrate some of these differences.  By taking the time to more fully understand this specific segment your marketing and sales strategies will be much more effective:

Differences Between Men and Women

Men are Soloists; Women are Ensemble Players – Men look at the world from the perspective of the individual.  Their core unit is “me”.  Women see everyone as part of an ensemble company.  Their core unit is “we”.  They take pride in their caring, consideration and loyalty to and for others.

Men Occupy a Pyramid; Women Occupy a Peer Group – In a man’s worldview, groups fall into hierarchies so the goal is to be looked up to or admired.  A woman’s view is that all people are equal so her outlook is relational without being comparative.  Women don’t particularly want to be looked up to, any more than they want to be looked down on.

Men Respond to Idealized Scenarios; Women Are into Keeping It Real – Men want services that will make them stand out and they respond to scenarios that let them imagine themselves as the best.  Women are looking for “that’s me moments” and that flash of recognition that tell her you get who she really is.

Men do “Report Talk”; Women do “Rapport” Talk – Men’s conversation is to transmit information, solve problems – and establish or defend individual status.  Women’s conversation is to transmit information, solves problems – and create connections among individuals.

Men Hide from Emotions; Women Seek Emotions – Men are not comfortable revealing their innermost thoughts and feelings while one of the ways women connect is through candid emotions.  They look on emotional revelations and expressiveness as interesting, intimate and to be encouraged.

Compared to Younger Women Primetime Women:

Know What they Like – As we age we tend to rely more on our emotions or “gut feeling” to speed the decision-making process.  Although Prime Time Women may not know all of the details they still know what they like and what they don’t like.  Messages should focus on how a product or service makes the Prime Time Woman feel when using it, what the experience will be like, and how it will help them connect with others.

Realize They Have No Time to Lose – When we pass 50 years of age we start to view time differently.  Our lives are finite so we start thinking in terms of years left rather than years lived.  Women always seem to have a larger grasp of context and therefore they make decisions in the context of this realization.  “Why not now?” and “not worth my time” take on new meaning for the Prime Time Woman.

          Are Always Learning – Learning for personal growth and for the sheer pleasure of learning is stronger in the second half of life.  Prime Time Women have more time on their hands and are excited about their newfound freedom to explore interests, old and new.  Combining learning with fun and socializing and be sure to invite her to bring a friend.

Are Yearning to Leave a Legacy – Prime Time Women want to make a difference in the world.  They are in the prime of their income producing years and can afford to pay a little more “to do good”.  They seek out opportunities to support companies that make the world a better place.

How well does your fitness facility or program connect with Prime Time Women through its website, blog, email newsletter, advertisements, sales process, environment and programming?

Find out how to connect with this powerful client at the 2017 Functional Aging Summit.

Functional Aging Summit

June 15 – 18, 2017

Caribe Royale Orlando


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