How to attract girls!!! uhmmm Women…

I’ve overheard women say they feel as though they become invisible after they reach a certain age.

First, I unequivocally disagree there is something very attractive about a mature woman that knows she has a  lot to offer.

Not the point here!

Let’s just say that if  your  health club is blind to middle-aged women, then you  are missing out on some of your gyms most attractive members(in terms of decisions to purchase, earning  money, more aggressive shopping  habits)

Women ages 44-65 are the largest demographic group, and their coming dominance is  historic shift. They are part of the new consumer majority, the only adult market with realistic prospects for significant sales growth according to David
Wolfe and Robert Synder, authors of Ageless Marketing who call boomer women “the sweetest of sweet
spots for marketers.” This year, the 55 plus demographic will increase 21% and the 55-64 segment will
increase 47% while the 18-44 will decrease 1%.Huh maybe we should consider turning down the Metallica after all or does your mom really like that new Disturbed song.

SO,  if you’re clubs marketing, facility atmosphere and service offerings aren’t targeting this group of women you are missing the boat.

Boomer women are the wealthiest demographic. Women make 83% of all consumer purchases (health
care 80%, cars 68%, vacations 92%, home furnishings 94%, bank accounts 89%). Women own more than 40%
of the nation’s small businesses employing 35% more people in the US alone than the Fortune 500
companies do worldwide. Business of the week opportunities anyone?

Take a look around the gym. What do you see?

If you are like most clubs you see a lot of ladies. Ironically,  this is probably in spite of anything you are doing. So if you shift some of your marketing, promotions, programming, pro-shop offerings and services to cater to the majority of the buyers would you be better off?

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