In his book, Microtrends, famed pollster Mark Penn concludes, “The power of individual choice has never been greater, and the reasons and patterns for those choices never harder to understand and analyze. The skill of microtargeting—identifying small, intense subgroups and communicating with them about their individual needs and wants—has never been more critical in marketing or in political campaigns.”

Penn identifies these subgroups as “microtrends,” which he describes as “an intense identity group, that is growing, which has needs and wants unmet by the current crop of companies, marketers, policymakers, and others who would influence society’s behavior.”

The concept of microtrends naturally makes me wonder: Are there microtrends in America that could, if fully appreciated by fitness marketers and programmers, decrease the high rates of leisure-time inactivity of Americans? Below, I’ve created a list of three possible microtrends that may be under leveraged by fitness advocates. The list is surely not exhaustive and each subgroup is already the target of some form of outreach, but my sense is that more could be done for these groups. 

What do you think? Can more be done to target these subgroups? What are some other microtrends that could impact physical activity levels of Americans?

Primary Care Physicians Prescribing Exercise

In nearly every community in America, primary care physicians serve on the front lines in the battle against obesity, inactivity, and chronic disease management. And their influence is growing. Health system experts suggest that changes to the American health care system will require the hiring of 30,000 additional primary care physicians by 2015. Concurrently, influential health system thought leaders, such as Dr. Edward Phillips of the Institute of Lifestyle Medicine, have arranged events such as “White Coats, White Sneakers” to encourage more physicians to lead healthier lives. “The idea is to let the heath care providers set the pace,” says Dr. Phillips, “and let us encourage not just by asking or pointing or cajoling, but by saying ‘I’m making a change, follow me.’” These developments suggest that investing in the recruitment of a primary care physician to become more physically active may have wide benefits for the community.

Active Grandparents

I would argue that despite all the attention around “senior fitness,” individuals over 65 are still vastly under appreciated as a market, but here I am suggesting specifically “grandparents.” The vast majority of grandparents seem to perceive their grandchildren as deep and profound inspirations for vitality. Creative programming for this subgroup could focus, for example, on the physical capabilities necessary to keep up with a toddler, splash around with a preschooler, and/or cradle a newborn while standing or walking.

Individuals Diagnosed With Depression

According to Mental Health America, more than 19 million Americans suffer from depression each year and research indicates that exercise eases the symptoms of depression and anxiety. Sadly, many sufferers feel compelled to keep their condition private, which may prevent them from obtaining the necessary help.  Clearly, however, there is a greater need for outreach to Americans diagnosed or suffering from depression.

What are some other microtrends that could impact the physical activity rates of Americans?

Despite how the U.S. is aging, the pace at which Americans work and play is showing no sign of decelerating. Older Americans (i.e. Baby Boomers) are looking for ways to age well, and regular physical activity has an important role to play in this. As a result, health club programming for baby boomers—strength, balance and functional training—has ranked 2^nd on the list of IHRSA's Top Fitness Trends for 2012.

Regular exercise helps improve a whole lot more than the cosmetic consequences of aging, which are often times “fixed” by short-term solutions, such as risky procedures or pills and lotions that have unsubstantiated claims of the effects. Michael R. Mantell, PhD, Senior Fitness Consultant for Behavioral Sciences at American Council on Exercise, says it best in a guest blog post, Gray is the New Green, in which he discusses marketing programs catered to older adults. When blogging to health clubs, Mantell writes:

“You aren’t in the pseudo-anti-aging businesses of hormone replacement, cosmetic surgery, or skincare treatment. You’re in a business that has staggering amounts of proven, databased research behind it. We know full well that consistent, moderate-to-vigorous exercise will help prevent obesity, diabetes, heart disease, hypertension, high cholesterol, cognitive decline, muscle bone loss, impaired sexuality, and musculoskeletal injuries, among other age-related disabilities, diseases, and functional impairments.”

 And Mantell’s right. Research shows that:

•     Regular exercise decreases the likelihood of developing arthritis-related disabilities
•     Men and women aged 65 and older who exercise have a lower risk of losing mobility
•     The fitter you are, the lower your risk of brain function decline
•     Fit men have one-third the risk of death from heart disease as women
•     Unfit men have a 39 percent risk of death from cardiovascular disease and 44 percent risk of all-cause mortality.

In the years to come, the U.S. is likely to see a significant increase in physical activity programming that is designed especially for seniors and older adults, as well as trainers specially trained and certified to work with older populations. Successful programs, Mantell says, hinge on having a keen understanding of their values and behavior; trainers who can relate to this segment of the population; creating environments that help make older adults feel welcome; and tailoring workouts to strength training, posture, balance and mobility. 

“Exercise is one of the most effective forms of primary prevention we have,” says Helen Durkin, Executive Vice President of Global Public Policy at IHRSA, in an editorial in McClatchy News. “The practice of primary prevention — engaging in beneficial lifestyle behaviors, such as regular exercise, healthy eating, avoidance of tobacco and other controlled substances, stress management, and routine medical exams in order to deter the onset of disease — boosts our health and puts older Americans in a better position for fighting off the symptoms of aging,” Durkin writes.

You can’t live forever, but you can live well. With regular physical activity, older adults can reduce their arthritic pain, maintain their mobility, help prevent the onset of dementia and Alzheimer’s, and minimize the limitations of aging far into their senior years. 

How are you creating physical activity programming for older adults?

Fitness center participant at the Rehabilitation Institute of Chicago

I don’t know about you, but I’m getting older.  Thank goodness it’s not just me!  It is estimated that by 2030, one out of every 5 Americans will be 65 years of age or older.  As Baby Boomers age, society needs to change to accommodate demands of this growing percentage.  So, what are we doing to meet the physical activity needs of this aging population and how are we making available opportunities known?

Not only is aging inevitable, but chronic disease, disability, mobility limitations, and other physical impairments increase as we age.  Fun, huh?  With the significant buying power of the Baby Boomers and the physical changes they face, the setting is primed for the development and marketing of accessible and inclusive programs, services, and facilities.

You may already have accessible and inclusive programs, services, and features, but how many people know about those?  People with disabilities are often unaware of physical activity opportunities in their area despite their existence.  The problem then, is marketing.  How are people going to know about what is available if nobody reaches out to them, particularly if a prior experience in a fitness setting was less than positive (which certainly wouldn’t encourage me to seek more out)?

Here are some tips:

• Remember that disabilities come in a variety of forms:  sensory (visual, hearing), cognitive, and physical.  Consider as many types as possible when creating your marketing materials and strategies.

• Provide materials in various formats such as large print, Braille, electronic, and pictogram OR know how to get them upon request.

• Make sure your website and online materials are accessible (i.e. can be read by screen readers for visual impairments).

• Include images of people with various abilities, conditions, impairments, and body types in your materials.  There has been a lot of attention on including all races and both sexes - expand that to people of all abilities too!

• Actively reach out.  Post flyers or distribute brochures in community centers, independent living centers, physical therapy clinics and accessible housing common areas.  Find an opportunity to attend a meeting to talk about your program.

• Build relationships with healthcare providers and encourage them to share information about your facilities and programs with patients, whether personally or in waiting areas.  Once an individual leaves acute therapy or rehabilitation, community level fitness tends to be absent because people don’t know where to go next.  Tell them!

• Highlight specific accommodations in your facility, like a pool lift or upper body ergometer.  Make features stand out in your materials by using universal symbols of accessibility  and highlight them on your tours. Even if one person doesn’t need a particular feature, chances are they know someone who does!

• On your membership form, ask if there is any need for accommodations.  Often people do not identify as having a “disability” yet could use some sort of accommodation to use the facility to the fullest.

Older adults and individuals with disabilities are a growing population with money to spend and health needs to address. By reaching out, you are not only increasing your membership base, but are also helping to fill a significant need in their lives. 

For more information on marketing to individuals with disabilities, go to

§         http://www.ncpad.org/fitt/fact_sheet.php?sheet=666

§         http://www.ncpad.org/fitt/fact_sheet.php?sheet=468

“So, what are you doing to meet the physical activity needs of this population and how are you making these opportunities known?”