Let's Move! provides the ideal opportunity to attract grandparents and grandchildren into your health or wellness center or program by providing participants with shared experiences and multidimensional health benefits, depending on the programs offered. To embrace this opportunity, you may want to incorporate the intergenerational activities below into your programming, or use them as a springboard for other ideas.

1. Walking the World

Start this walking program by describing the reasons why walking is good for health and how to make walking workouts enjoyable. Create an adventure for grandparents and grandchildren by making the goal to circle the globe. Ask participants to count their steps with pedometers and to write down their results. Pin a map on the wall to track progress, and count each step towards mileage. Recognize efforts by enrolling grandparents and grandchildren in the President's Challenge.

2. Family Album

Invite grandparents to bring photographs from the family album. Encourage them to use these images to talk about the past, allowing grandchildren to ask questions and discover more about their grandparents. Introduce an extra level to this program by suggesting that grandparents help grandchildren begin a photo album of their own.

3. Scavenger Hunt

Create a list of small things for grandparents and grandchildren to search for on a walk. Include items appropriate to your environment, e.g. a paper clip, a leaf, a white stone. Count the number of scavenged items each pair has at the end of the walk. Let the pair with the most things choose the next adventure.

4. Book-lovers Club

Ask grandparents and grandchildren to read books together, with the goal of discussing them at monthly Book Lovers meetings. Encourage participants to discuss the books they've read with other members of the club. Prepare for an enthusiastic exchange between book lovers, young and old.

5. Group Exercise

Make group exercise opportunities for the whole family. Offer classes in tai chi, swimming, yoga or group fitness, for example. Give dance classes for families. Come up with dances and name them after families participating in the program. Consider having family nights a few times a week.

6. Life Stage

Start a theater group to offer creative fun for grandparents and grandchildren. Ask the participants to write, produce and direct a year-end play for the theater group to perform. Urge them to come up with an active, fun play. Invite family members to the performance.

7. Tennis for Two

Offer tennis classes for grandparents and grandchildren at a special intergenerational rate. At the season's end, organize a tennis tournament in which participants play other intergenerational pairs. Suggest that grandparents and grandchildren invite other family members to watch or join in the fun. Provide fun awards to program participants, and be creative when coming up with award categories. When the tournament ends, throw a party to recruit other family members for the upcoming season.

8. PC Pals

Provide intergenerational computer classes, which allow grandchildren to help grandparents learn basic computer knowledge. Encourage family groups to use the computer to communicate.

9. Family Play

Devise activities that provide all family members with opportunities to work out together, e.g. outdoor hikes, biking or walking trips, or sports days. Host a family Olympics, with fun events and categories for all family members. Ensure that activities are accessible for all participants.

10. The Learning Files

Help grandparents share their skills and talents with younger family members by giving them opportunities to teach grandchildren - even if they are learning a topic themselves. Make lesson plans fun and easy. Give tomorrow's plan to grandparents, so they can prepare to teach grandchildren about subjects such as meal planning, reading food labels, or choosing the right footwear for an activity.

Relationships with grandchildren bring love, energy, play and purpose into the lives of older adults. In return, children benefit from the attention, maturity, knowledge and love of their grandparents, many of whom are caring and thoughtful role models. By creating programs that bring together these family members, you can provide individuals with healthier futures and valued life experiences, while improving your bottom line.

One of the first things taught in marketing is that if you don't know who your customer is, you will never achieve ultimate success. Keep this axiom in mind. It is probably the most important thing to take into account in the conceptual stage of building your physical activity marketing program.

How do you choose which segment of the older adult population to target? In recent years, marketers and researchers have suggested all kinds of approaches to this question. But when it comes to physical activity and exercise, levels of physical function remain an important and effective way to segment older adults.

The five levels of function

In her 1995 landmark book, Physical Demensions of Aging, Waneen Spirduso, EdD, Mauzy Regents Professor of Kinesiology and Health Education at the University of Texas-Austin, details five distinct functional levels in the mature population:

1. Physically dependent - Individuals cannot do some or all Basic Activities of Daily Living, or BADL (i.e. self-feeding, dressing, using the toilet, transferring, and walking). These adults depend on others for food and other basic functions of living.

2. Physically frail - Individuals can perform BADL, but cannot execute some or all of the activities necessary to live independently. Generally, this inability is due to a debilitating disease or condition that physically challenges these adults on a daily basis.

3. Physically independent - Individuals live independently, usually without debilitating symptoms of major chronic diseases. However, these men and women have low health and fitness reserves.

4. Physically fit - Individuals exercise at least twice a week for their health, enjoyment and well-being. They also enjoy high health and fitness reserves.

5. Physically elite - Individuals train on an almost daily basis. In addition, these adults either compete in sports tournaments or work in physically demanding jobs.

Imagine the impact on your business if you had no defined target market, and you aimed simply to serve older adults, with little awareness of the range of abilities. Not to mention, of course, poor experiences your wellness center would offer many potential clients. The bottom line? Functional levels influence every aspect of marketing, and ultimately, it's success.

Different levels, different needs

In narrowing down which segment(s) to pursue, you will want to consider the most immediate fitness needs of older adults. Physically dependent adults need movement that helps maintain or improve physical function for basic self-care, such as strength training, range of motion, and balance and coordination. Physically frail adults need exercise that helps maintain or improve their ability to perform basic and instrumental activities. Physically dependent adults need to focus on exercise that will help them prevent illness, disability, or injury. Since this group is at high risk for greater dependency, a main goal is to educate them about the importance of "prevention of functional loss" and motivate them to increase their health and fitness reserves.

With physically fit older adults, the primary goal is to provide them with current health information and various opportunities to maintain their fitness. And physically elite older adults still need exercise that helps build reserve and maintain fitness, and conditions individuals to improve performance in competition or in strenuous work and/or recreational activities. With physically elite clients, the wellness professional's role is that of facilitator.

Information about each group will help you make an informed choice about which functional level(s) to target - before you invest in your marketing program. Once you know who your customers will be, you can plan all aspects of your marketing effort, keeping their needs in mind.

Think of it this way: If the key to success is targeting your market effectively, then knowing this group's needs and abilities lets you select the right key.

How might an average Boomer summarize his attitude towards starting a new physical activity program? I doubt you'd hear, "No pain, no gain," but probably something more like, "My mind says GO, but my body says NO." Much has been written about Boomers' need for physical activity, but what can we - as health, wellness, and fitness professionals - do to make sure this age group actually meets the Physical Activity Guidelines for Americans recommendations?

In the Y, we've created a program called PressPlay, which is targeted specifically for Boomers and is based on the principles of 1) Autonomy, 2) Competence, 3) Relatedness, and 4) Connectedness. By incorporating these principles, we have found that Boomers have been able to work their way up to meeting the recommended levels of physical activity (2 hours and 30 minutes of moderate activity each week) while having fun in a safe, supportive environment. And the beauty of PressPlay is that it isn't specific to just a certain sport or activity. Here's what it is all about.

Autonomy: PressPlay reinforces to participants that they are in control of their lives and that the choices they make about their health are indeed their own. Participants are challenged, but not pushed, to make healthy choices about their physical activity levels, and over time, they feel empowered to make these healthy choices. "I am capable of making good choices about my health, physical activity, and well-being."

Competence: PressPlay focuses on developmentally appropriate skill instruction and practice so that participants are indeed competent at some aspect of their chosen activity. In some cases, participants learn sport- or exercise-specific skills, and in other instances they learn how to use technology to enhance their physical activity experiences. "I'm good at this."

Relatedness: PressPlay is facilitated to create strong feelings of affinity among the Boomers participating. When surrounded by other Boomers who share similar life experiences and are also entering the same stage in life (Empty Nest, or Retirement, etc.), PressPlay participants find new friends and want to be around the group of like people. "People around me are like me."

Connectedness: PressPlay facilitators and instructors spend time during every class connecting participants with each other and creating bonds of friendships. The relationships that are formed become a motivator for regular participation in the selected activity. "I like the people in the class, and they like me."

When people are in control of their decisions and actually see that they are getting good at something, and feel connected or bonded to people like them, their participation in the activity that brought them all together becomes a joyful habit. Instead of a workout, their physical activity becomes fun, playful, and joyous. And over time, they can meet the Physical Activity Guidelines recommendations for overall health and wellness.

PressPlay isn't for everyone, but in the Y, we've found that applying these principles when working with Boomers in particular, leads to regular and long-lasting participation in our classes.

What principles are guiding your physical activity programs for Boomers so they meet the Physical Activity Guidelines?

How might you incorporate autonomy, competence, relatedness or connectedness into your Boomer programs?