The Maestro, as I respectfully call him, is an internationally known conductor who in his retirement decided to look around for a second act. His second act? Conductorcise! He looks every bit the part of a Maestro. Wavy white locks crown his head and bright, colorful sneakers cover his constantly tapping toes (he’ll proudly tell you his sneakers are from Zappos).

The next thing you’ll notice if you spend 10 minutes in the company of David is his unflagging energy. Now in his seventies, he puts most 20-year olds to shame. He lives in the moment. I have never seen someone LOVE people the way David does … young and old respond to that love by lighting up!

Here’s a video of the Maestro at work, training trainers:

David’s entire life has been about seizing the moment. He is passionate about everything … his wife, his children, his grandchildren, family, friends, travel, wine, music, aging, children, science, and connections … LIFE!

I am convinced that our health and well-being is directly connected to our passion for life. In the book, The Blue Zones, a defined job or role seems to be one of the common characteristics of seniors living healthy, happy lives beyond the age of 100.

Not The Retiring Type: Serving Others

As I stated above, a defined job or role (ie. social engagement) seems to be a key ingredient to healthy aging. Our modern industrial society tends to devalue “unproductive” people. What’s one of the first questions people ask you at a party? “So, who do you work for? What do you do?”

People like the Maestro and Bruce Findley don’t accept the common perception that our senior years are a time to shut down. Instead, they view these years as a time of discovery and growth. Bruce, a resident of Shell Point Retirement Community, created Super Noggin to help his fellow seniors develop healthy brain fitness lifestyle habits.

The common thread with both of these gentlemen? A desire to serve others and an unwillingness to be put out to pasture.

What’s your passion?

Sadly, there are 5.3 million Americans living with Alzheimer’s and every 70 seconds another American is captured by this deadly disease. By mid-century someone will develop Alzheimer’s every 33 seconds. By 2050 there will be nearly a million new cases per year. In short, we are in the grip of a horrific epidemic.

After my Mom was diagnosed and passed away with Alzheimer’s, I became acutely aware of my increased odds of also getting the disease (in fact, recent research suggest that Alzheimer’s has a maternal link). Fortunately, at this time I also met Bruce Findley, the founder of the not-for-profit behind Super Noggin, a brain fitness lifestyle program. Bruce introduced me to two sources of information that shined a bright ray of hope on my fears … and sparked my desire to get involved with Super Noggin.

The first source of information he introduced me to was the Nun Study, a decades-long longitudinal study of 678 religious order nuns who agreed to be studied while living AND after their deaths (biopsy remains the surest way to identify Alzheimer’s). The second was The Anti-Alzheimer’s Prescription, a book by Dr. Vincent Fortanasce, a renowned practicing neurologist. Both of these incredible resources suggest that while we can’t prevent Alzheimer’s/dementia, we can reduce the effects of these diseases by up to 70 percent!

While we can’t change our genetics, we can positively change our lifestyle. That’s what Super Noggin is all about.

Click on the image to view this TV news segment on Super Noggin, a brain fitness lifestyle program.

All of which leads me back to my original paragraph. The not-for-profit that I mentioned earlier, LEAF Ltd., is dedicated to serving boomers and seniors by utilizing the latest research on brain health in a unique and fun brain fitness lifestyle program. They would like to offer you complimentary materials to answer the question “Why should I exercise my brain?” This 45-minute class includes all the components you’ll need to lead a class including the script, PowerPoint, handouts for activities, and resources. Just click here, and you’ll be granted instant and FREE access to the course’s materials. I guarantee your residents or members will find the content both enjoyable and enlightening.

Averting dementia goal of program built around brain games

By Tracie Dungan Monday, February 21, 2011

Photo by William Moore Sherri Napier, director of the Fayetteville Senior Activity and Wellness Center, handed out papers filled with brain games during Tuesday’s Super Noggin program.

FAYETTEVILLE — The class of 32, mostly silver-haired students, listened as the instructor explained terms like “neuroplasticity” and proceeded to tackle one brain-teaser after another.

“Your handout is upside down,” Sherri Napier said after handing out papers that, at first glance, appeared to have funny-looking type.

“I do not want you to turn it right-side up. Read it, starting from the bottom right hand corner and proceed to the left.”

On another handout, Napier directed the students: “Find the C in the sea of O’s.”

(There also was a sea of 9s overwhelming 6s and a haystack of M’s masking a few N’s.)

“Many of us look for ways not to challenge our minds,” said Napier, director of the Fayetteville Senior Activity and Wellness Center. “We are more comfortable with what we have already learned.”

Photo by William Moore Charlotte Tipton, 74, of Greenland participates in the Super Noggin program Tuesday at the Senior Activity Center in Fayetteville. Super Noggin is a program that helps improve brain fitness.

The brain games are just a few of a wide variety of mental exercises, memory-training techniques, puzzles and physical activities that are part of the “Super Noggin” class, a year-long program that began in January for the nine-county Area Agency on Aging of Northwest Arkansas, which is based in Harrison.

The program follows in the footsteps of a number of scientific studies in the past decade suggesting that Alzheimer’s disease and other dementias might be delayed or prevented through brain workouts, physical activity, social interaction, proper nutrition or restful sleep.

The most common form of dementia, Alzheimer’s disease, afflicts 5.3 million Americans – about 200,000 of them younger than age 65, according to a 2010 report from the Alzheimer’s Association.

The degenerative disease of the brain destroys memory and thinking abilities, and there is no cure.

The Fayetteville senior center is among the first groups to begin the program in the agency’s nine-county area, said Angie Dunlap, adding she believes the agency, which covers Baxter, Benton, Boone, Carroll, Madison, Marion, Newton, Searcy and Washington counties, is the first in the state to adopt it.

The Super Noggin curriculum was developed by the 501(c)3 nonprofit Leaf Ltd. of Oostburg, Wis., and involves training for its instructors.

It and programs such as Conductorcise are among a national trend toward more so called brain aerobics classes,as well as dance and healthy living classes for adults – particularly the elderly.

Super Noggin markets itself as suitable for adults of any age – a nod to the reality of early onset Alzheimer’s and other cognitive impairment that can strike the relatively young.

“It is not designed for those already diagnosed with cognitive decline,” the program says on its website, supernoggin.org, which has sections such as: “How can Super Noggin decrease my risk of Alzheimer’s?”

Not so fast, say scientific researchers who’ve studied the studies.

While brain fitness and similar courses likely can’t hurt, they’ve concluded, the hard science is not yet there to conclusively prove these activities will stop or slow Alzheimer’s or other dementias.

“Do we have the studies there to say they do? The answer is no,” said Laurie Ryan, program director for Alzheimer’s disease clinical trials at the National Institute on Aging, part of the National Institutes of Health in Bethesda, Md.

The studies that have indicated links between mental work and preventing dementias have been what are known as observational studies of people, she said.

That is not the same as a randomized clinical trial involving one set of people given a particular activity, treatment or medication and a second, “control” group that is given a placebo activity, treatment or medication. A number of such small- and large-scale clinical trials seeking the dementia answers are in the works, but the results are at least two years away.

“That’s the gold standard,” Ryan said Friday of clinical trials.

In August 2010, a “jury” of 15 impartial medical scientists placed on a panel by NIH arrived at the same conclusion after evaluating the studies, according to The New York Times.

But no one seems to be faulting the programs like Super Noggin for trying.

“There’s certainly no data that keeping mentally active hurts,” Ryan said. “And the epidemiological data suggests that keeping mentally active, keeping physically active and socially active are good for overall health. There’s also some suggestion that what’s good for the heart is good for the brain.”

Such activities also could ward off depression, she said: “Depression itself has been shown to be a risk factor for dementia. I think the jury’s still out on exactly why that is.”

The Area Agency on Aging’s Dunlap said her group decided to use some of its “health and wellness” funding on a brain health program. It researched some programs and settled on Super Noggin, spending about $5,000 on training expenses to get started. All together, it has received $30,899 for health promotion for fiscal year 2010-11 as part of the Older Americans Act of 1965.

The Super Noggin classes will take place mostly at local “senior centers,” she said, but also at places like the Schmieding Center for Senior Health and Education in Springdale.

In January, senior centers in Elkins, Fayetteville and Marion, Newton and Searcy counties started the program, with others in the remaining nine counties scheduled to rotate starting their programs between now and the rest of the year.

In the past, Dunlap’s agency had participated in another program involving “brain aerobics” puzzles and trivia questions it offered to its affiliates for their newsletters, she said.

“One of the best brain activities is ballroom dancing,” Dunlap said, adding that thinking about the dance steps combines with getting the body moving.

Super Noggin has physical aspects as well.

“Not only does your brain need that cognitive thinking to get those neurons firing – but it requires physical components.”

Napier told her Tuesday class that the ability of the brain to change and adapt is known as neuroplasticity.

To accomplish this, she assigned homework.

For the right-handed, it was writing one’s name 20 times with the left hand, and vice versa: “It takes practice – just like it took practice to learn to write in the first place,” she said.

The same goes for eating with a non-preferred hand, combing one’s hair, listening to music you normally don’t try and the order in which you tackle the aisles of the grocery store. Just generally, doing mundane tasks in a different way and shaking up the routine.

“Brush your teeth with a different hand,” Napier said.

Charlotte Tipton, 74, of Greenland said she learned about Super Noggin while participating in activities such as Wii bowling at the Fayetteville senior center.

“The Greenland Senior Center doesn’t have enough action for me,” joked Tipton, a native of Berlin, Germany, who has lived in Northwest Arkansas since 1958.

Tipton, who still speaks with a pronounced German accent, decided to give it a try. She planted herself on the front row of Tuesday’s class, leaned forward in her seat and participated actively in the discussions.

“I just said, hey, anyone can need help with their brains – including me,” she said with a laugh during a break in the lessons.

Tipton sometimes has trouble remembering names.

“Especially when you meet a lot of people all at once – oh my gosh,” she said.

Sometimes, even her friends’ names can escape her momentarily. “Maybe after this class, I will remember better.”

Phil and Dianne Zimmerman of Fayetteville said they were inspired to take the class after watching a public television documentary on brain fitness.

“We both have mothers who have signs of dementia,” Dianne Zimmerman said after class, adding that she learned from Napier the effect this could have: “Thirty percent is heredity.”

“We’re aiming for the 70,” chimed in Phil Zimmerman.

“Plus, it can’t hurt,” his wife added.

I can’t die. It would ruin my image.
- Jack Lalanne

A man’s health can be judged by which he takes two at a time – pills or stairs.
~Joan Welsh

I read an article online from SmartMoney titled; Hanging On at Home. The piece begins with the jugular question: Where will people live as they grow old?

The author goes on to describe a summary of the social forces that have shaped the living conditions of seniors prior to WWII, up to the present. He then provides five suggestions for “cutting through the clutter” of aging-in-place information on the web.

Not to cloudy the waters further, but I’d like to add a sixth suggestion…

Jack Was Right

Many of the targeted audience for the SM article grew up watching black and white images of a sincere, high-energy-buffed-guy in a tight-fitting jump suit, giving motivational chats, leading invigorating workouts, encouraging deep breathing and healthy living; all accompanied by lively organ music.

The sets were simple (a steel office chair and a poster board) but the concepts were not—and they still ring true today.

Jack Lalane was right; he knew that many people’s lives were just suicide on the installment plan. Jack recognized our changing disease states which have gone from acute (i.e., pneumonia which was once called “the old man’s friend”), to chronic (i.e., diabetes which isn’t cured only managed over long periods); and many were due simply to neglect.

Functional Aging

Aging in place requires more than just making a few simple changes such as replacing doorknobs with pull handles or installing ramps and no-step thresholds. These strategies are important, but functional aging is a key element in extending independence.

Lalanne described “functional aging” in his The Hands of Time episode. The goal was to die “young,” as late in life as possible…which is really the difference between extending life vs. extending health; they are not the same thing.

Much attention has been paid lately to the biomarkers of aging and how they can be affected by lifestyle. One key biomarker (measurable physiological factor related to aging) is aerobic capacity.

Aerobic capacity (age and weight specific) is how exercise physiologist measure uptake and utilization of oxygen by the body; the term used is VO2max. This is an essential factor for aging in place, because if you have a VO2max of less than 10ml/kg/min you can’t live independently at home because of the inability to do activities of daily living (ADLs).

The Bad News

As we age, under normal conditions (meaning no underlying diseases like lung cancer) our VO2max after age 30 decreases by 1% each year. So a 70 year old has a 40% decrease in VO2max.

The Good News

Exercise can decrease that 1% yearly decline in VO2max after age 30, by half. So a 70 year old may only experience a 20% decrease in VO2max.

The Sixth Suggestion

So, while you’re doing that elder-friendly home evaluation, embracing the concept of universal design, emphasizing fall prevention, comparison shopping-remodelers, and staying aware of public trends…PLEASE don’t over look taking care of yourself physically (and mentally).

As Jack might say; you know students, your body needs to be available to you…

See:

Time to Remodel that “House”
(photo soloflex.com)

Residents of The Heritage of Green Hills participate in a Super Noggin class.

Non-Profit Dedicated To The Cognitive Health of Boomers and Seniors Is Worth Talking About

It’s a beautiful thing when your work and your passion collide. Remarkably, I’ve had this good fortune several times throughout my career.

A couple of years ago, I was speaking at the International Council on Active Aging’s Conference (ICAA) when I was greeted by one of the most spectacular humans I have ever met. The ICAA conference seems to bring out extraordinary, caring people (a couple of years prior, I also met Maestro David Dworkin, the founder of Conductorcise). On this day, I met Bruce Findley.

Bruce’s story was fascinating. He was a VERY successful business man; a resident of Shell Point Retirement Community; and the founder of LEAF Ltd., a private foundation and 501(c)3 nonprofit organization dedicated to promoting intellectual wellness for boomers and seniors. Bruce has gifted millions of dollars of his personal wealth to LEAF with his only goal of improving the lives of others.

He asked if TR Mann Consulting could help his team market an innovative brain wellness lifestyle program, which we later named Super Noggin. For me, it was an easy answer as my Mom had battled with Alzheimer’s before passing away.

So, what’s so innovative about Super Noggin?

If you’ve been paying attention to the brain fitness arena, there is a plethora of cognitive fitness computer programs. And many of them are very good. However, as a resident of a retirement community, one of the things Mr. Findley and his staff noticed was that boomers and seniors prefer to learn in a social setting. So his team set to work on creating something they’d enjoy — something they could envision maintaining. Just like fitness is a lifestyle change, creating healthy brain habits is a LIFESTYLE change.

So the team set to work. Based on the world-famous Nun Study and other current neuroscience research findings, Super Noggin is a comprehensive program offering a multi-pronged approach to LEARN and PRACTICE brain-healthy habits and to TRACK progress. The components of the program promote cognitive challenges, physical exercise, good nutrition, social interaction, stress reduction, and personal reflection.  And, as fitting to where we first met, Super Noggin is compatible with the wellness model of the ICAA.

One thing that makes Super Noggin different is that it is led by Certified Super Noggin Instructors through a network of participating locations such as wellness centers, gyms, YMCAs, retirement communities, JCCs, senior centers, community centers, and other facilities.

In Fayetteville, Arkansas, energetic 68-year-old Billie Jean Harvey is a perfect example of the type of person taking advantage of Super Noggin. She is healthy, active and engaged — and she’s looking to stay that way.

She was recently interviewed by NWA Online about her interest in the program.

“Sometimes, I just get lost in time,” the Fayetteville resident said. “I get tied up with what I’m doing and completely forget my schedule.”

Harvey said she and her husband worry about losing their memory because both of their mothers were diagnosed with Alzheimer’s. She said she works to keep her mind sharp by doing puzzles and volunteering, but is concerned that her husband, 69-year-old Charles “Winston” Harvey, is stuck in a routine.

Harvey said she and her husband learned about Super Noggin while volunteering at the Fayetteville Senior Center. She said she was relieved when her husband agreed to participate in the program.

“I want to do whatever it takes to keep my brain sharp,” she said.

Chris Romick, a retirement community Sales Director in Reading, Pennsylvania agrees that the proactive approach is in line with his residents needs, “At The Heritage of Green Hills, which is a full-service retirement community for people 55 and up, our residents believe in prevention through a healthy lifestyle… rather than reactive health care. Our residents want to STAY healthy! This is why Super Noggin was such a perfect fit for our community. I can tell you this much, people have told us that one of the attractions for moving to The Heritage was the availability of Super Noggin.”

Expanding the program

Now that program is already serving hundreds of boomers and seniors, I’m actively looking to partner Super Noggin up with some progressive companies. I’m getting ready to knock on the doors of some major companies such as big pharma and long-term care companies.

Why? Because it makes sense for them. Let’s take long-term care providers as an example.

Why would Super Noggin make a useful marketing tool for long-term care providers?

Super Noggin provides a NO RISK opportunity to:

1. Lower marketing costs
2. Endear current prospects and potential clients
3. Lower your actual coverage expenses
4. Generate positive press

Super Noggin is modeled after the widely successful SilverSneakers program. The preventive health principals at work in the SilverSneakers program are similar to what we’d expect for Super Noggin. While SilverSneakers is focused on the physical body, Super Noggin is a cognitive lead fitness program.

The SilverSneakers Fitness Program has been a vital component of several major health plans’ acquisitions and retention strategies. These companies include AARP Medicare Supplement, SecureHorizons (AARP Medicare Complete), Humana, Health Spring, several Blue Cross Blue Shield plans, Kaiser Permanete, Bravo Health, and Highmark, just to name a few.

Voluntary disenrollment results in lost premiums as well as acquisition costs to replace members; programs like SilverSneakers and Super Noggin can help. In studies of health plan retention among SilverSneakers clients, voluntary disenrollment rates among program participants were substantially lower than among those not enrolled in the program. Depending on the size of the health plan’s membership, this difference can mean the retention of a significant number of members.

Responses from 8,400 SilverSneakers enrollees who completed the 2008 annual member survey support these findings. Based upon their experience with SilverSneakers:

•          61% said the likelihood of their remaining with their current health plan had improved or greatly improved.

•         71% said the likelihood of their recommending their health plan to friends or family had improved or greatly improved.

•         83% rated their health plan an 8, 9, or 10 on a scale of 1-10, with 10 being the best.

•         58% said they were likely to choose another health plan offering SilverSneakers if it were no longer available through their current plan.

63 percent of SilverSneakers members said the benefit was an important consideration in deciding to join their health plan.

Lowering Coverage Costs

Insurance and health care companies are always seeking new ways to reduce direct and indirect health care costs. For companies that offer long-term care insurance, brain fitness is a key component to fighting rising health care costs. Some insurance companies like Penn Treaty American reported a reduction in claims after offering brain fitness exercises to their long-term-care insurance customers. Providing your members with important brain fitness knowledge enables them to live healthier, more independent lives.

The tools Super Noggin utilizes have been clinically proven to enhance cognitive abilities, reduce insurance claims, and improve lives:

• 5-year predicted reduction of medical expenditures by 3-4% (Wolinsky, 2009)
• Improves performance on activities of daily living (Edwards, 2002)
• Reduces risk of onset of depressive symptoms  by 38% (Wolinsky, 2009)
• On average an improvement of memory scores equivalent to approximately 10 years. (Smith, 2009)

(Source:  The business case for wellness programs in retirement communities and seniors housing, a white paper from the International Council on Active Aging).

A proactive cognitive health program can give policyholders the tools they need to actively address their concerns of developing dementia. Such a program may also reduce the frequency and length of future cognitive claims.

In recently published studies, participants practicing brain fitness showed statistically and clinically significant gains on standard cognitive batteries, while participants in control groups showed minimal or no gains. The gains are equivalent to 10 or more years of improved cognitive function (such as ability to remember and faster processing speed) among populations over age 60.

The Super Noggin could revolutionize the long-term care insurance industry … give a major PR boast to pharmaceutical companies … lift the profile of commerce giants like Wal-Mart … or alter the future of a country that faces a dementia crisis. The possibilities are endless!

Call To Action

So, who’s ready? Any and all contact suggestions would be greatly appreciated. I am driven by the generosity and vision of my good friend, Mr. Findley, and his goal of improving the aging process. His charitable group has created something definitely worth sharing!

Tom Mann, 410-292-4333

WORKSHOPS FOCUS ON BRAIN FITNESS

By Kate Ward
Tuesday, January 18, 2011
FAYETTEVILLE — If she’s not looking for her car keys, 68-year-old Billie Jean Harvey said she’s probably trying to remember where she put her seam ripper.

“Sometimes, I just get lost in time,” the Fayetteville resident said. “I get tied up with what I’m doing and completely forget my schedule.”

Harvey is among a group of area residents who hope to improve their memories and stave off dementia and Alzheimer’s disease through a series of brain fitness workshops known as Super Noggin. The yearlong program, hosted by the Fayetteville Senior Activity and Wellness Center, began last week and is open to anyone at no cost.

“These workshops are based on studies that have found the brain, when challenged in certain ways, grows new brain cells no matter how old you are,” said Sherri Napier, director of the center. “It was always thought that as you age you lose brain mass and can’t recover. The studies found that only 30 percent of Alzheimer’s and dementia cases were due to heredity and 70 percent could be prevented though lifestyle changes.”

Napier conducts the same workshop twice each week to reach as many participants as possible. After the eight workshops are complete, the program will continue with monthly meetings that will feature various nutritional, fitness and medical speakers.

Angie Dunlap, a community programs support specialist for the Area Agency on Aging of Northwest Arkansas, said Super Noggin is recommended for anyone over the age of 30, but is suitable for people of all ages. The agency operates the senior center.

The program was created by LEAF Ltd., a nonprofit organization “dedicated to serving the brain fitness needs of boomers and beyond.”

In addition to cognitive exercises, Super Noggin emphasizes physical activity and nutrition. Participants receive workbooks to chart their progress throughout the program.

“As we age, it’s just as important to exercise our minds as it is our bodies,” Dunlap said. “It’s what keeps us sharp.”

Napier, who became a certified Super Noggin instructor through the Area Agency on Aging, said a study analyzing car accident patients and stroke victims revealed that certain cognitive exercises promote the growth of new brain cells. Those same exercises, which are included in the Super Noggin program, have been tailored to improve the memory of normal, aging adults. The program is not designed for those already diagnosed with a cognitive decline.

“People get into the habit of doing the same thing each day, so we teach them to do things outside the norm,” she said. “For instance, we tell them to try brushing their teeth with their left hand instead of their right. We might also encourage them to try taking a different route to the grocery store and begin their shopping in a different section.”

Tom Mann, a Super Noggin business development consultant, said the program was developed by LEAF Ltd. founder Bruce Findley and is based on the Nun Study, a 40-year study of Alzheimer’s and aging.

“There was a group of nuns who were kind enough to donate their brains to science for a biopsy upon their death,” he said. “What surprised researchers was that their brains showed signs of Alzheimer’s, but they didn’t exhibit any of the symptoms when they were living. It was kind of an ‘aha’ moment.”

Mann said researchers wanted to know what the nuns did differently to prevent the symptoms of Alzheimer’s from appearing. Scientists later learned that the sisters ate healthy food, got plenty of sleep, engaged in physical and mental activity and had the genetic predisposition for Alzheimer’s.

“Bruce Findley is a resident of a retirement community in Florida and he wanted to give something back to seniors,” Mann said. “He found that cognitive fitness programs are more useful in a social setting than in a computer setting. He designed Super Noggin so that it could be practiced as a group.”

Harvey said she and her husband worry about losing their memory because both of their mothers were diagnosed with Alzheimer’s. She said she works to keep her mind sharp by doing puzzles and volunteering, but is concerned that her husband, 69-year-old Charles “Winston” Harvey, is stuck in a routine.

“He’s very repetitive in everything he does and I sometimes see him doing things my mother used to do,” she said. “That scares me because he’s too young for that. He’s had four back surgeries in three years and he doesn’t feel well, but that’s no reason to shut down.”

Harvey said she and her husband learned about Super Noggin while volunteering at the Fayetteville Senior Center. She said she was relieved when her husband agreed to participate in the program.

“I want to do whatever it takes to keep my brain sharp, but my husband gets defensive when I tell him what to do,” she said. “I think he’ll listen if he hears it from someone else. We’re both excited.”

Many people look forward to the New Year for a new start on old habits.

~Author Unknown

(eds note:  This article is NOT intended for the highly motivated population of people who find exercise, “doing health”……….enjoyable.   You all just go about your day doing the things that give some happiness, and life satisfaction.  I need to talk to your friends, family, coworkers, who haven’t found the secrets to a healthy lifestyle like you have.)

Okay.  Now we can start.   It’s that time of year again.  In a few weeks, maybe a month we’ll be thinking about doing this New Year’s resolutions thing.   I won’t ask for everybody’s age, but how many years have we been doing this now?

This year let’s take a little bit different approach.   Enclosed is a list of suggested strategies to look at for possible long term changes in your health plans for 11’.    These strategies are based on the research of health psychologists who study what prompts people to make successful changes.

1.  If you make a resolution to start exercising again, lose weight; quit smoking, whatever it is, state the goal to a strong SUPPORT NETWORK.   Family, friends, co-workers that will support and encourage you, as you make this change.    You may have pitfalls as you find your health or fitness style.  You’ll need a good support system around you to encourage and motivate you.

2.  You don’t have to start on Jan 1, unless you’re training for an athletic event.   Or in a fun type weight loss contest.   Don’t put a strict time table on when you’re going to start.  Start planning and preparing but don’t take action until you’re really ready to go.

3. Keep the new or updated health and fitness plan simple. Take babies steps.  One day at a time.   People that are “intrinsically” motivated; meaning their motivation to do a health and fitness plan that THEY have personally figured out will stay with it longer. A lot of times this means starting small, simple, and then building from there.

4. “Social Liberation”. The knowing that you have a choice when to start sooner or later with a new health plan without external pressure is important.   “Motivation” researchers tell us that people who successfully change a health behavior are more apt to change sooner when not pressured by external messages.       Start fresh with exercise or eating better when you’re ready.   There are great experts, with lot of good information, fitness plans for you, when the time is right.

5.  There is NO FAILURE. It’s okay to try a different fitness plan, or daily eating style.   As I’ve stated for years highly motivated people enjoy their diet composition, or exercise routine.   But it may have taken them years to create it.    There is no one way to be healthy.  There is no one perfect exercise plan.     The perfect plan is the one you enjoy doing today.

Consider your 11’ New Year’s resolution to take a different approach to getting healthier.  Consider changing the same script you’ve done every year with limited success.  Give yourself permission to have fun, enjoy the experience, and the stated goals will take care of themselves.

A fitness staff person can help you with this type of approach; sign up for a consult when YOU’RE READY to start.

Happy New Year

Mike

Mike Waters is Director of Health Promotion at Timberhill Athletic Club in Corvallis, Oregon.   He helps members of all ages (specializes on boomers and seniors) with motivation strategies to get engaged with a healthy lifestyle.  He can be reached at 541- 207 – 4368   or timberhill.mike@comcast.net

Photo dailynews.com

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The economic news this year has generally focused on the standstill in production and consumer spending. Despite this environment, the active-aging industry is slowly but steadily growing, according to new research from International Council on Active Aging®  (ICAA), the  association that provides services and business intelligence for professionals working with people 50 years and older.

“As we travel around the country visiting retirement community and fitness center clients, we are definitely seeing an up-tick in programs focused on wellness,” says Tom Mann of TR Mann Consulting. “Boomers and seniors are taking a much more proactive approach to wellness than they did just five years ago. Having a robust wellness program is now a key to marketing your retirement community or fitness center,” adds Mann.

Active aging means living live as fully as possible, with opportunities for health, productivity and safety. The active-aging industry was created when ICAA brought together diverse business sectors—from real estate to seniors services and fitness—by recognizing their mutual purpose of providing services to older adults. The industry’s emphasis on quality of life among older adults has resulted in an abundance of Wii tournaments and strength training classes, expeditions to China, volunteer tutors in inner city schools, age-friendly modifications to treadmills and universal design features in new housing.

The ICAA 2010 Active-Aging Industry Development Survey collected information from 640 respondents to an online survey who work primarily in retirement communities, seniors centers, wellness centers, health clubs and additional locations that provide services for older adults. These providers of services to older adults reported a surge of optimism and service growth.

Over three-quarters (77%) of respondents plan to add more activities, classes or programs over the next two years. This is a 51% increase from the responses to the identical questions that appeared on an earlier ICAA survey, conducted one year ago, when half (51%) of respondents stated they were adding in the next 12 months (ICAA Economy Survey, July 2009, 489 respondents).

The growth in program offerings is complemented by jobs creation: 27% plan to hire more wellness staff over the next two years.

Capital projects are being planned by 41% of respondents, including building new wellness centers and expanding or renovating current wellness and fitness facilities. Retirement communities are refurbishing or building new residences.

“While the larger economy may be suffering from a cold, the active-aging industry is in good health,” explained Colin Milner, CEO of International Council on Active Aging. “From the business perspective, the market of older adults is large and growing, and overall older adults have a net worth that enables them to make choices to maintain their health and keep their days interesting.  The results of this survey show that businesses are positioning themselves to meet those needs, by building and upgrading facilities and expanding their programs.”

The ICAA 2010 Active-Aging Industry Development Survey is available for $149. The survey is  free of charge to ICAA Organizational members, and at a discounted rate to ICAA Individual members. Members of the media may contact Colin Milner at colinmilner@icaa.cc for copies of the survey.

About the survey

The ICAA 2010 Active-Aging Industry Development Survey was an online survey available from July 17 through August 14, 2010.  Respondents included continuing care retirement communities (24%), active adult and independent living retirement communities (24%), independent living with assisted living and assisted living communities (13%), seniors centers (13%), health club or medically-based wellness/fitness centers (10%) and other locations. Among the 640 respondents; 65% have a formal wellness program for older adults and 29% offered wellness activities, but not a formal program.

About the International Council on Active Aging (ICAA)

ICAA, a professional association that leads, connects and defines the active-aging industry, supports professionals who develop wellness facilities, programs and services for adults over 50. The association is focused on active aging—an approach to aging that helps older adults live life as fully as possible within all dimensions of wellness—and provides its members with education, information, resources and tools.

As an active-aging educator and advocate, ICAA has advised numerous organizations and governmental bodies, including the US Administration on Aging, the National Institute on Aging (one of the US National Institutes of Health), the US Department of Health and Human Services, Canada ’s Special Senate Committee on Aging, and the British Columbia ministries of Health, and Healthy Living and Sport.

Editors Note:

The ICAA’s Founder, Colin Milner, will be speaking at the National Active Retirement Association Conference – Wednesday, October 20 – Friday, October 22 – Columbia Metropolitan Convention Center * Columbia, South Carolina. Also, worth noting is the International Council on Active Aging Conference – Thursday, December 2 – Saturday, December 4 – San Diego Convention Center * San Diego, California. I (Tom Mann of TR Mann Consulting) will also be attending both of these events.

Also, speaking of active aging, here’s two of the ICAA’s preferred providers worth checking out: Super Noggin (brain fitness) and Conductorcise (music and exercise).

Here’s a video introduction to Super Noggin:

Colin Milner, Founder and CEO of International Council on Active Aging

Medicine And Technology Advancing At Record Pace, ‘Middle Age’ Extended

Colin is the founder and CEO of the International Council on Active Aging (ICAA). He and his organization are dedicated to changing the way people age by working with professionals in the retirement communities, assisted living, and wellness fields. ‘Wellness’ refers to the expanded focus of health professionals on promoting life and vitality, and not just on avoiding disease. Colin believes the wellness trend will expand in the years ahead.

New Insights About The Body … And Mind

“With so many people in the industrialized world having issues with physical energy levels and depression, science and fitness will begin to look for holistic ways to boast your energy levels,” Colin says. “We’ll begin to look at exercise, diet, and sleep on a personalized level with measured results. The difference from today’s approach is that we will soon look at each of these variables (exercise, diet, and sleep) not as individual variables but as highly intertwined variables that affect each other.” This change in focus will encompass not just the body, but the brain as well.

“One in eight baby boomers is expected to have Alzheimer’s by 2050 and one in five adults over 50 has memory issues,” Colin says. “Just ten hours of the right brain fitness exercises can have a significant and long lasting impact on health care costs and outcomes, according to a report in the ACTIVE study funded by the NIH and published in BMC Health Services Research. “The National Institute on Aging recommends keeping the brain active because mental exercise lowers the risk for developing Alzheimer ’s disease by 47%. The body of evidence linking mental activity to the delay or even prevention of dementia continues to grow. All of which means that preventive measures or brain fitness present a huge opportunity.

“Yes, there are some companies already focused on brain fitness, but we have to do better,” Colin points out, noting that it will take more than scientific studies to induce people to modify their habits. “We have to make brain fitness fun, if it’s going to become part of a true lifestyle change,” he says. “If it’s not fun, people will quit after a short spell, just like they do with a restrictive diet plan. Right now, most of the programs are too rudimentary, too scientific, and too boring! The ICAA’s three preferred providers — LEAF Ltd., Conductorcise, and Cognifit — are doing some very innovative things and I expect to see other companies join them in this very competitive field.”

‘Participation’ vs. ‘Engagement’

Companies which provide services to seniors will need to look beyond traditional approaches to aging, Colin notes. “There is a difference between participation and engagement,” he explains, pointing out that ‘engagement’ will become more important in the years ahead. “The example I always use is my school career. While I was a participant, I was not engaged and my grades suffered. Similarly, it’s not enough for seniors to be enrolled in a health plan’s fitness plan or be just living at a retirement community. People are looking to be fully engaged because they understand that engagement is a key component to being healthy.

“Technology has already changed how we are aging and we are just seeing the tip of the iceberg,” Colin continues. “I think one of the most exciting possibilities rests in 3D Holographic projection. Just like we used to see in the old Star Trek adventures, soon your fitness instructor will be projected into your home to work out with you. The technology is not that far off. Don’t believe me, just check out what Musion Systems Ltd. is doing!”

Effect On Companies

Colin believes that companies which don’t adjust to the new expectations of people entering their retirement years are likely to struggle. “Today’s mature market has very different expectations for how they expect to age,” he says. “The dinosaurs of the last generation — like outdated senior centers and retirement communities — are a complete turnoff. In fact, just string the phase ‘senior center’ in front of most boomers and you’ll see a clear reaction. For example, retirement communities and golf destinations are being replaced by urban, multi-generational settings with proximity to restaurants, shops, gyms and theaters. Simply put, outdated products with obsolete names and terminology must change … or face extinction.”

So how does Colin and his wife, Julie, try to age well? “First, we try to create new experiences. Because I’m on the road so much, I rack up frequent flier miles which we try to put to good use. My wife, kids and I each get to choose one place to travel to for a new adventure, which is important for the brain,” says Colin. “I also try to exercise, with some form of cardio exercise five times a week, while at the same time trying to reduce stress in my life.” Colin continues, “I’m a lucky man. I love my job, I love my wife, and I’m doing something that really contributes to society. What more could I ask for!”

Mature Market Experts: More news and stats you can use on boomers, seniors and the mature market – Baby Boomers Boom into Volunteerism - Volunteerism is on the rise in the US. Some site the realization of increased need in this difficult economy as their motivator. Others are unemployed and willing and able to contribute their time, perhaps instead of the money they might have given in the past. The president’s emphasis on community service is also credited with the drastic increase in volunteers. Numerous people have signed up through the website www.serve.gov. Many of these volunteers are boomers, and nonprofits are benefiting from their business and professional skills, as well as more traditional physical labor. They in turn, site satisfaction as a major reward for their altruistic efforts. To read more click here.

Baby Boomers and Volunteering

• Nearly a third of all boomers – comprising some 25.8 million people – volunteered for a formal organization in 2005. (U.S. Bureau of Labor Statistics)
• At 33.2%, the volunteer rate for baby boomers is the highest of any generational age group, and more than four percentage points above the national average of 28.8%. (U.S. Bureau of Labor Statistics)
• A typical boomer volunteer serves 51 hours a year, or approximately one hour a week. (U.S. Bureau of Labor Statistics)
• The percentage of retired baby boomers who volunteered increased steadily, from approximately 25% in 2002 to approximately 30% in 2004. (U.S. Bureau of Labor Statistics)
• Volunteering tends to peak at mid-life, around the current age of baby boomers, and then decline slightly; declining further among the oldest old (typically 75+).
• The biggest single inducement for baby boomers to volunteer is being asked by someone with whom one has an established relationship.
• Baby boomers are less likely than older age groups to volunteer out of a sense of duty or obligation and more likely to volunteer as part of a social interaction.
• Baby boomers are more likely to volunteer as a result of social, self development, self-esteem, or leisure-focused motivations. Episodic, familiar, community-based opportunities are also preferred.
• Four out of five boomers see work as playing a role in their retirement years, with only 20% anticipating retiring and not working at all (AARP):
• Of U.S. workers over 45, 69% plan to work in some capacity during retirement, with only 28% expecting not to work at all.
• More than 75% of workers 45+ feel that work is important to their self-esteem.

(Research taken from the 2004 “Reinventing Aging – Baby Boomers and Civic Engagement” report, Harvard School of Public Health & MetLife Foundation Initiative on Retirement and Civic Engagement, unless otherwise cited.) Source: Get Involved

If you own or operate a retirement community or health club, you owe it to your residents/patrons and yourself to serve as a spark for their spirit of volunteerism. By enabling them, you not only engage their body, mind and spirit … you also open an incredibly valuable public relations source for the community. Many retirees are searching for new meaning in their lives. After all, society tends to devalue you once you retire. What’s the first question someone asks you at a party? “So, who do you work for?” Well, these stories don’t appear in the paper by accident, they are often guided by talented PR people. And the effect? Seniors look at a story like this and go, “I want to be involved!” Very often their next thought is, “Man, I want to live at a place where people are doing cool stuff!”

Think about it this way, have you ever placed an inspirational story about one of your residents/health club members? PR is even more powerful than advertising. It comes across as an unsolicited recommendation. I guarantee you, the stories that you don’t yet know about your residents/members will amaze you. And even more importantly, getting to know your residents/members this deeply, so that you can discover these stories, will be even more important than the PR itself. Your members will feel a real connection with you. They know that they belong and are cared for. Plus, most people love being stars!

Hint: These stories are EASY to create, if you know how to create real relationships with the people you work with and the surrounding community. If you’d like some more “relational marketing” ideas, check out this PowerPoint presentation.

Also, speaking of active aging, here’s two of the ICAA’s preferred providers worth checking out: Super Noggin (brain fitness) and Conductorcise (music and exercise).

Here’s a video introduction to Super Noggin:

Sun's Streamway3

Mature Market Experts: More news and stats you can use on boomers, seniors and the mature market – Bike Market Adapts for Boomers. As baby boomers age they are searching for ways to stay healthy with excercise, save gas money and go green. Many are looking to purchase a new bike, but one that accommodates the needs of aging bodies. This new category has acquired the labels of “Lifestyle” or “Comfort.” I particularly like the stable Rayos Electric Tricycle for the mature market. To read about all the wonderful new adaptions available click here. 

If you can, sit down at the piano.  For several years, I played the piano in my mother’s nursing home, where ladies with Alzheimer’s — who never spoke or who only swore — would suddenly break out in song. My favorites and theirs? Gershwin’s “Someone to Watch Over Me”, Blue Moon, or George M. Cohan’s “Over There.” Eventually I assembled their favorites and mine into a book that could provide one hour of great music — people would dance, my mother would sing along, and all would be clapping wildly at the end during “It’s A Grand Old Flag.”

Or send in your iPod. If you can’t play the piano or don’t have one nearby, here’s another option. I was delighted to read that the actual effect on the brain that I observed is now documented by scientists — and actually improves mood, cognitive function and taps long-dormant memories.  And the Institute for Music and Neurologic Function, http://www.imnf.org, founded at Beth Abraham Health Services in the Bronx, NY, will program a customized iPod based on an individual’s musical tastes.  (Personally, I think they’re missing a few songs.) They are also looking for donated iPods to use for those who can’t afford.

Musically inclined — here’s another career change for you.  Apparently music therapy isn’t more widely used with Alzheimer’s patients because of a lack of manpower. There are only about 5,000 certified music therapists and fewer than 20% work with geriatric patients. The IMNF launched the ‘send in’ program to help bring music therapy into patients’ homes. So for you career-changers who are musically inclined, go for it.

Editor’s Note (Tom Mann) – Laurie’s blog is on the money. I’ve seen the power of music invigorate healthy, independent retirement community residents … ignite movement to assisted living residents … and restore spirit to skilled nursing care patients. If you want to see a great program in action, take a look at this short video on Conductorcise that NBC’s Today Show ran.

Full Disclosure: Conductorcise is a client of TR Mann Consulting. That being said, their program is amazing.

Who couldn't use a little sunshine in December?

Mitch Albom

Mitch Albom, author of Tuesdays with Morrie and one of my favorite sports reporters will be the keynote speaker. Mitch is an author, playwright, journalist and screenwriter who has written seven books, including the international bestseller Tuesdays with Morrie, the bestselling memoir of all time.  His first two novels, The Five People You Meet In Heaven and For One More Day, were instant number-one New York Times bestsellers. All three books were made into acclaimed TV films. Plus, Mitch oversees three charities in Detroit.

Also presenting will be my good friend and client, Maestro David Dworkin of Conductorcise. If you haven’t seen his program yet, I can tell you it’s worth the trip. Here’s a TV clip that gives you a good idea of the fun you’re in store for.

Not on Mitch’s or the Maestro’s level … I’ll be (Tom Mann, Managing Partner of TR Mann Consulting and co-founder of Mature Market Experts) presenting “Becoming A Wellness Sherpa” which is all about relational marketing and becoming a trusted advisor. Here’s an article on the topic if you’d like a preview.

I hope I see you by the pool.

Mature Market Experts: more news and stats you can use on boomers, seniors and the mature market  – Adjust Your Diet to Your Slowing Metabolism. Sad but true, your metabolism slows down as you age (I know, I’m experiencing it myself). Doctors say there  are five easy tips to help boomers combat the midlife bulge. One, realize that as you age your metabolism slows about five percent every ten years, as a result you will need to decrease your caloric intake accordingly. Two, be sure to include plenty of antioxidant-rich fruits and vegetables in your diet to shore up your immune system and sharpen your brain. Next, indulge in low fat, low sugar foods that will help to keep your blood sugar low and your brain power high. There are many healthy alternative foods, such as almond butter and whole grain bread. Four, foods that are high in vitamin D and calcium are essential to your diet in order to strengthen your bones. You can easily be tested for vitamin D with a blood test, and women should request a non-invasive bone density test after the age of 65. Last but not least, be sure to drink plenty of water for its moisturizing and cleansing benefits. Decaffeinated green tea is another excellent choice for its metabolism enhancing antioxidants. To read more click here.

Of course, there is nothing earth-shattering here, it’s stuff we already know. So my question is who will be the first to package food in a meaningful way? Remember, Cycle Dog Food for the five stages of a dog’s life? I believe if we take the emphasis off of “weight-loss” and put it on healthy aging, food companies could attract people who aren’t interested in dieting. The mass market is ready for marketing that touts, “Healthy choices for YOU!” The vitamin and supplement industry is already taking this tack … when will General Foods?

Mature Market Experts: more news and stats you can use on boomers, seniors, and the mature market – Can Infections Lead to Greater Memory Loss in Alzheimer Patients? Researchers have recently discovered a possible link between the occurrence of a severe or on-going infection due to a cold, the flu or even a bruise in Alzheimer patients, and an acceleration of memory loss. The correlation between inflammation and the resulting rise in the blood level protein TNF-alpha may hold the key to the mystery. Researchers found that patients with an infection and an accompanying sharp increase in TNF-alpha protein suffered memory loss at double the rate of Alzheimer patients in the study who did not have an infection.  In contrast, subjects with low amounts of TNF-alpha protein incurred no memory loss during the time span of the study. To learn more about this ground breaking study click here.

For more information on Alzheimer’s research:

Is there an Alzheimer gene? Click here for video.

Test to diagnose early Alzheimer’s? Click here.

Can omega ward off Alzheimer’s? Click here.

Note: As I have stated before, the market for mind-sharpening tools, games, supplements, and drugs to help your brain is unlimited. Fear is a powerful motivator.

Walking for health

Mature Market Experts: more news and stats you can use on boomers, seniors, and the mature market – AARP/Blue Zones Vitality Project. This innovative project strives to replicate the  longevity and health discovered in “Blue Zones”.  Scientists have studied the habits and practices of these unusually long lived populations from around the globe. Now, many residents of Albert Lea, Minnesota have joined together to incorporate these advantageous practices into their lives.  Already, they are discovering unexpected benefits. To read more about this fascinating story click here.

Mature Market Experts: more mature market news and stats more often – Exercise as a pill for the mature market - “If we had a pill that contained all the benefits of exercise, it would be the most widely prescribed pill in the world!”

The late Ronald M. Davis, MD, AMA President

That quote has stuck with me since I heard it at last year’s International Council on Active Aging Conference during a presentation by founder ICAA founder, Colin Milner. Colin had another memorable quote, “46% of the 80+ mature market population can not lift 10 pounds.” In short, keep moving.

Mature Market Experts: more mature market news and stats more often – Seniors Taking To Yoga For Good Health – According to “Yoga in America,” a 2008 study by Yoga Journal, more seniors are now taking their place on the mats for good health. According to the study, 18.4 percent of the yoga practicing population is now over 55.

The conference’s thought-provoking education includes techniques, strategies and resources that get results today and prepares your organization for tomorrow. Gain tools to become more versatile in your offerings and more adaptable to needs and circumstances. Discover best practices, case studies and ways to improve your business and marketing models. Plus, talk to industry leaders, experts and colleagues from diverse older-adult settings, to learn what they’re doing.

To view conference schedule and full session descriptions, visit http://icaa.cc/convention/sessions.htm

Register for the conference before July 1, 2009, and SAVE.

Maestro David Dworkin the founder of Conductorcise with Dr. Roger Landry, President of My Masterpiece Living. The Maestro and Dr. Landry will both be presenting at this year's upcoming conference.

 To register by phone, CALL ICAA TOLL-FREE at 866-335-9777 or 604-734-4466. To register online, visit http://icaa.cc/registrationForm.asp

Note: I (Tom Mann of TR Mann Consulting) was recently elected to the ICAA’s Visionary Board. This is an incredible organization that puts on some of the best run conferences in the country. This year, I will be speaking on the topic of “Becoming A Wellness Sherpa” which is all about relational marketing and becoming a trusted advisor. I hope to see many of my friends from Mature Market Experts in sunny Florida this December.

Mature Market Experts: more mature market news and stats more often – It’s Never Too Late To Start Exercising – Here’s good news for couch potatoes. According to a recent study, people who start exercising later in life don’t seem to have a significant difference in mortality rates than those that have been exercising all of their lives. It’s the first research to show that older people can benefit from increasing their physical activity.

“A study of 2,205 Swedish men followed for more than 20 years from the age of 50 showed that exercise made no difference in premature death rates for at least a decade for those who waited until later in life to start physical activity.”

Source: Reuters and MSNBC

This is great news for retirement communities, CCRCs, assisted living, and nursing care facilities … who should be using their fitness programs. To learn more about maximizing health and fitness in your marketing program, feel free to contact us.

Mature Market Experts: more mature market news and stats more often – Mature Market Advisory Board Members – To move Mature Market Experts to the next level, we are calling for nominations in the following areas:

1. Technology
2. Government
3. Health Care
4. Fitness
5. Travel
6. Lifestyle
7. Finances

One-year term responsibilities will include:

1. At least two blog entries per month on your topic of expertise
2. Conference call attendance at the bi-annual meetings
3. Provide candid and relevant feedback to issues that are brought up at Board meetings

You may nominate yourself or a trusted colleague. Nominations are due by April 3rd.

We will be adding an additional page to the website that will be titled “Advisory Board” with links to each of the members.

View This Poll

No one should confuse the Wii Fit program for real science or a real cardiovascular workout but there is definitely something to be had with the concept. For example, for someone who has never had anything to do with Yoga or stretching, the Fit introduces some worthwhile drills. Most importantly, it introduces some areas to work on to improve key deficiencies (i.e. falls are the number one cause of hospitalizations among seniors, so balance is definitely worth working on). The Wii is not there yet, but it doesn’t take a genius to see where this technology is headed.

In the meantime, Nintendo … by incorporating the mature market … continues to trounce their competition.

Source: SeattlePI.com

As I’ve mentioned before, When I was at Erickson, heading up the advertising team, the brilliantly creative interactive team produced a series of incredibly cool/funny videos centered around Wii bowling at their retirement communities. Definitely worth watching!

Note: The Washington Post did an excellent review on Wii Fit.

The number of health conditions Boomers are managing may be contributing to their overall less-than-healthy status. The top conditions they are currently managing are the need to lose weight (40 percent), high blood pressure (35 percent), joint pain (30 percent) and high cholesterol (29 percent). As high blood pressure and obesity are both serious risk factors for heart disease and stroke—the number one and number three causes of death in the United States, respectively—Boomers appear to be headed towards early “retirement”.

While Boomers’ futures may seem bleaker than anticipated regarding their health, they do make the connection between a healthy lifestyle and an extended lifespan, with over half (57 percent) connecting a healthy lifestyle to the desire to live longer (Figure 2).

Interestingly, half of Boomers were driven to a healthier lifestyle to look better. Playing on this vanity issue may be one way to increase compliance to a healthier mindset, as evidenced by the significant growth of the cosmeceutical industry.

While their understanding is on target, Boomers may require increased assistance in making healthy living an actual lifestyle change. Half are thinking about a healthy lifestyle to lose weight, yet Boomers face many challenges regarding their weight and proper nutrition.

Weight a Minute…

Fewer than one out of five Boomers are very satisfied with their ability to maintain proper weight, and only 1 in 10 is very satisfied with being in shape. Even more concerning is the fact that less than 18 percent are very satisfied with their ability to eat a healthy and nutritious diet (Figure 1).

It’s no wonder their satisfaction is so low, with a third of Boomers confused about what to eat when it comes to eating healthy, and two-thirds feeling a healthy lifestyle is more difficult as they get older. Many industries— including the media—may unknowingly be at fault for this confusion. As the amount of information available regarding health, nutrition and well-being is being disseminated at such a high rate, it becomes difficult for anybody to assimilate it into their lifestyle. In addition to the sheer volume of content, many times the message is conflicting (e.g., vitamin E is either good or bad), creating further confusion and dissonance between behaviors and attitudes, which is especially true of the diet industry.”

Source: Natural Products Insider

Because of the overwhelming amount of information available, I believe boomers and the mature market will increasingly look for “health sherpas” to guide them down the path of good health. Fitness trainers and health care systems that recognize this opportunity will capitalize big time (ie. ICAA, The Cooper Institute , Mather Lifeways and Erickson).