Richard ToutounjiDirector, Meet Your Network · Connecting fitness & wellness suppliers to our marketing community.

The Age Group Controlling 80% of the GDP That Gyms Keep Ignoring

27 Feb 2025 · 1 min

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In a brief dialogue, Speaker A questions why fitness businesses are not capitalizing on a large market segment. Speaker B explains that the common misconception is that older adults lack spending power, when in fact they command roughly 75‑80% of GDP. Despite this economic clout, only about 6‑8% of the aging demographic currently use gyms, largely because existing facilities fail to create a community, environment, and vibe that resonates with them. The conversation highlights the mismatch between market potential and current gym outreach, pointing to the need for tailored community‑focused strategies to attract older adults.

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Now, Ken, if this is a huge sector in the marketplace, why are we still promoting fitness people to our facilities? Why aren't we seeing more healthy, active promotions going out there, Ken? What do you think we're doing wrong?
Great question. It's a little bit of a misnomer. Number one is that people think that the aging demographic don't have any money to spend. And the truth is that they control 75 to 80% of our GDP. They have money to spend and they will spend it on activities that they believe are worthwhile. The other thing is that probably only 6 to 8% of this demographic will use a gym or they haven't been to a gym. So unless we create a community, an environment, and a vibe for them to be there, they're not going to come to us. And that's where the sticking point is.