COMPARING SILENT AND BOOMERS

CANCER 11%

CHOLESTEROL

HYPERTENSION

DIABETES

OBESITY

10%

74%

34%

43%36%

16%12%

39%29%

BABY BOOMERSFINDING THE GAPS

“There seems to be somewhat of a disconnect between the reputation of baby boomers for being healthy and what we see in increasing rates of diabetes, high blood pressure and obesity,”

-DR. DANA KING

42%58%

GROWING OLDER

HAPPYUNHAPPY

PHYSIOLOGY

UNHEALTHY GENERATIONFINDING THE GAPS

PHYSIOLOGY

Every disease (except lung cancer) has increased from the silent generation to the baby boomer generation

BY AGE 65

7 PHYSICIANS

60% WITH ONE CHRONIC DISEASE

OVER AGE 65

60% WITH FIVE CHRONIC DISEASES

15 PHYSICIANS

Over 65’s will be expected to have an average of 40 doctor visits per year

BABY BOOMERSOBESITY EPIDEMIC

PHYSIOLOGY

Obesity alone accounts for many of the diseases including heart disease, diabetes, arthritis and osteoarthritis

There are now three different classes of obesity.

BOOMER GENERATION OBESITY SILENT AND GEN X OBESITY

36%25%

64% 75%

Class I 30.0 - 34.9 BMIClass II 35.0 - 39.9 BMIClass III 40 BMI and over

NUTRITIONGENERAL FITNESS EFFECTS

PHYSIOLOGY

Nutrients in food enable the cells in our bodies to perform their necessary functions.

Standard American Diet (SAD)

Diseases are related to diet.

Muscles need energy before, during and after working out.

Nutrition plays an important role in preventing mental health diseases.

NUTRITIONLOSING THE CALORIES

PHYSIOLOGY

Workouts are often motivated by the loss of calories

Empty calories vs. nutrients

Eating at the right foods at the right times is beneficial to fitness and health routines

Calories are the energy of muscles

11.3% of American calories come from fast food

History of our nutrition

Nutrition Effects how our bodies function everyday and during workouts. Proper fuel can lead to a more efficient workout.

BOOMERS & NUTRITION INSIGHTS

PHYSIOLOGY

EngagementBaby Boomers need fitness opportunities that engage them in activities that are significant to their lifestyle.

ComparisonBaby boomer culture does not like to be compared to younger generations. Marketing plans that they can identify with will be crucial.

ERGONOMICSMACHINE & USER

“Proper posture improves quality of breathing, which reduces tension and increases oxygen to the muscles, increasing energy, endurance, and better recovery. Studies have shown that posture greatly improves confidence.”- Dr. Tim Brown, Professional Trainer

PHYSIOLOGY

POSTURE ISUSER DETERMINED

PHYSIOLOGY

Head up and looking forward

Arms loose and elbows at 90* angle

Lean forward slightly

Hit ground with midpoint of foot and roll it forward to the toe

More than 30 million Americans are afflicted with low-back pain. 80% of pain is due to improper posture, weak muscles, or inadequate flexibility.

Precor can only do so much.

FEMALE & MALEPHYSICAL FACTORS

PHYSIOLOGY

Estimate that women would need to work out ten times harder for same muscle growth as men

Building muscle combats Osteoporosis, disease which effects mostly post-menopausal women

More flexible than men so will take to pilates and yoga more easily

Heart attacks happen less often but more severe in women. Protein from exercise protects heart from tissue damage

Testosterone (higher in men) is a necessary hormone for increasing

muscle mass.

Higher lung capacity so more easily able to work out in harsh conditions

Evolutionarily, men don’t need fat stores to support an unborn child, so they don’t have cravings to protect

their body’s energy supply

Faster metabolism than, so men burn more calories,

even at rest

PHYSIOLOGY

HOW MUCH TIMEDO YOU SPEND EXERCISING?

Age

Time Spent Exercising

33% 15% 4%

26% 23% 6%

35% 7% 10%

31% 11% 1%

27% 13% 4%

29% 16% 13%

25% 32% 7%

57%

48%

45%

48%

56%

42%

36%

Below recommended 30 min per day

HEALTH RESOURCESKNOWLEDGE GAP

Lack of Exercise Considered as much a contributor to heart disease as high blood cholesterol, blood pressure, and cigarette smoking.

PHYSIOLOGY

Only 30% US population gets the recommended amount of physical activity per day, 30 min. 10% get the optimum 1 hour.

Coronary Artery Disease (CAD) Number one killer in the USA for men and women.

9 Government Health Initiatives

HEALTH RESOURCESMAGAZINES & PRECOR

3,189,875 Subscribers

PHYSIOLOGY

2,921,618 Subscribers458,000 Facebook

1,901,900 Subscribers2,121,937 Facebook

1,630,901 Subscribers1,225,996 Facebook

1,582,687 Subscribers1,956,311 Facebook

Precor: 13,611 Facebook Followers“Exercisers have logged more than sixty million individualized workouts to date, including 200,000 personalized workouts a month, while consuming more than five million minutes of media each day.” - www.precor.com

Magazines have a HUGE reader base. Precor should look to them as inspiration for improving their social media readership and UX design.

ERGONOMIC & MEDIA INSIGHTS

PHYSIOLOGY

Males and females are different.Machines and workouts should be designed for their unique bodies and minds.

Proper posture while exercising is essential. Maximum workout benefits and prevention of further problems machines can only aid the user so much.

Personal ReasonsPersonal Reasons• Stress reduction• Body image• Confidence

EXERCISE PHSIOLOGY WHY EXERCISE AT ALL?

PHYSIOLOGY

Physical ReasonsPhysical Reasons• Increase energy levels• Build strength• Reduce injuries• Increase bone density

• Reduce chance of illness: Hypertension, Stroke, Cancer, Diabetes

EXERCISE AND BOOMERSADDRESSING CONCERNS

Specifically Addresses Boomer Concerns •reduces blood pressure •lowers type 2 diabetes risk •reduces risk of arthritis

PHYSIOLOGY

•better sleep•lowers dementia risk•helps keep arteries clear

STRENGTH TRAININGEFFECTIVE AND OVERLOOKED

Resistance Training •free weights •resistance bands •strength machines

PHYSIOLOGY

•more effective than aerobic exercise or dieting for many fitness goals•often missing from the workouts of boomer and female demographics

“My heart couldn’t take it.”

Bottom Line: It’s good for everyone

LIFTING & GENDERSTRENGTH TRAINING FOR WOMEN

Benefits •faster weight loss •improved body image •increased confidence

PHYSIOLOGY

So Why Isn’t It More Common? •stigma of lifting being “masculine” •environment can appear hostile •fear of becoming “bulky”

“I feel intimidated by male dominated spaces because they feel inherently less safe? I know it’s silly but I just don’t like going down there.”

“I just feel intimidated by the cave”[WWU’s free weight area]

“feel kind of like I’m on display”

EXERCISE CONSISTENCYIMPROVEMENT THROUGH REPETITION

Strengthening and Aerobic most effective when: •frequent •consistent

PHYSIOLOGY

Benefits of Consistency: •reduced injury rates •easier to stay motivated •maintain improvements

HABIT FORMATIONMAKING EXERCISE A ROUTINE

Consistency Through Habit •concrete goals •small steps •make it social

PHYSIOLOGY

Habit Forming Myths: •21 days to form •maintenance free

“First we form habits, then they form us.” -Rob GIlbert

STRENGTH & HABITSINSIGHTS

Strength training is more important than many people understand, especially women and older generations, and can help them achieve their goals more quickly

PHYSIOLOGY

Strength training is seen as intimidating by many people, seperating many gym goers from their fitness goals

Exercising is most effective when it is consistent, so forming habits around healthy activities is important.

INCLUDE AFTER EACH SECTION OF INFO! (delete this box)

PHYSIOLOGYOPPORTUNITIES

Keeping male and female differences in mind, how can Precor educate the user in the importance of and posture for proper exercise technique?

PHYSIOLOGY

Nutrition and fitness are two sides of one coin. How can we incorporate them into the Precor lifestyle?

How can Precor use its influence and resources to bridge the knowledge gap in order to help their users live happier, healthier lives.

PHYSIOLOGYOPPORTUNITIES

How can Precor work to display strength training as an activity not limited by age or gender?

PHYSIOLOGY

Precor already does a good job ofcreating machines that are acces-sible to both genders. How can we work to improve the environment those machines become a part of?

How can Precor increase the likelihood of positive exercise habit formation?

Strength training is more importantStrength training is more importantthan many people understand,than many people understand,especially for women and olderespecially for women and oldergenerations, and can help themgenerations, and can help themachieve their goals more quickly.achieve their goals more quickly.

STRENGTH & HABITSINSIGHTS

PHYSIOLOGY

Exercising is most effective whenExercising is most effective whenit is consistent, so forming habitsit is consistent, so forming habitsaround healthy activities isaround healthy activities isimportant.important.

Strength training is seen asStrength training is seen asintimidating by many people,intimidating by many people,separating many gym goers fromseparating many gym goers fromtheir fitness goalstheir fitness goals