Stretching is the most overlooked form of exercise. After returning to see my physical therapist, she insisted that I stretch more often so I can improve the range-of-motion in my hips. Geez, I thought I was already doing plenty of stretching, or I thought, just enough so I could audition with confidence for Cirque du Soleil. Apparently, I wasn’t ready. How much more should I stretch?
Awareness is the first step to making changes to live healthier, stronger, and longer. Older adults love to learn, and sharing life-saving information empowers them.
If you ask an older adult client, “What is inflammaging?”, they usually won’t know; yet inflammaging is a key concept to understand because it contributes to the decline of the body and brain, threatening functional independence, and increasing the risk of a devastating fall.
It took the 70th birthday parties of a few thousand leading edge baby boomers for corporate America and the mainstream media to wake up to the fact that the median age of adults in the US increased by about a decade while they weren’t looking. Today, articles and conference topics on boomers proliferate, but understanding the underlying values and cognitive decision making processes of older adults remains a mystery to most… old paradigms die hard.
If you are among those that believe there are easy steps or simple typologies that will insure success in the aging marketplace, you are on a fool’s errand. The typical boomer, like the typical senior, is as much like other older adults as a snowflake is typical. Consumers become more dissimilar as they age not more alike, although they share common ‘gut level’ values.
Only a few have successfully targeted the mature consumer, so evidence on what works best is limited. In the last ten years, most targeted the mature market using traditional features and benefits methods only to conclude there was little potential because consumers failed to respond. Those failing blamed neither the medium nor the message, but the intended recipient.
Likewise, millions of dollars have been spent on aging sensitivity without first developing an empathetic understanding of the consumer and their decision-making processes. In fact, sensitivity training often reinforces rather than correcting stereotypes. To increase the probability of future success, marketers must first abandon the approaches that worked so well in yesterday’s youth market; and adopt an ageless approach more likely to appeal to a maturing consumer base while not alienating younger segments.
The first step is to always project a positive, mindful image of aging. This image should underlie all communications and collateral material. Consumers tend to select products/services that reflect images of what they want to be not what they are, and this applies to older adults as well. While physiology changes, older consumers “feel” anywhere from 10 to 15 years younger than their biological age, but this doesn’t mean they think they “look” 10 to 15 years younger. Therefore, when models are too young or engaged in extreme sports, the consumer simply dismisses the message. The key is realistic people in real world activities.
Advertising and communications should also focus on lifelong health and well-being, productivity, later life autonomy and empowerment, and connectedness to family, friends and community. Remember that a prospective customer’s mind will consider your initial message for from .2 to .8 of one second (your cognitive window of opportunity). Not much time to make a first impression – that is why every word and image is so important.
The brain does not process words; it processes pictures and sensory data in context with the circumstances. If the perception “senior” is old, frail, dependent, or other traditional stereotypes, the mind may “exclude” whatever is associated with that word from conscious consideration if the consumer does not view themselves as fitting the stereotype.
By mindfully pursuing an ageless approach to marketing communications, perhaps the general public will come to view later life as something to look forward to and enjoy rather than a time of loss and decline. Ageless marketing solutions do not have to be complex or expensive. Keeping open minded to all possibilities, some big fixes can be surprisingly simple and low in cost.
For 35 years, Richard Ambrosius has been educating companies, nonprofit organizations and public agencies on how better to communicate with and serve middle-aged and older adults. Moreover, he was among the first in the United States to realize the potential of the New Consumer Majority and specialize in older markets. Ambrosius has delivered keynote addresses and motivational workshops in 49 states.
Question from Sam, age 84: Hi Pat! Sam, here. I appreciate your ‘real people’ common sense approach to this aging thing. Your 7S Buckets resonated with me, and I would like to report that I am doing my darndest to keep them ALL full and robust.
Falls can happen in an instant. They are one of the top fears for older adults. The statistics are frightening. Between the years 2000-2016 the rate of mortality from falls for those over age 75 more than doubled.(1)
Weakness when standing, insecure balance, and falling are leading cause of fatal and non-fatal injuries for older Americans.(2) Standing and walking balance is taken for granted for a large portion of our lives. When adults start talking about balance, it is usually when they begin to notice their balance declining. By then, they may have already reduced activity, and may have even resigned themselves to being forever unbalanced and at a risk of a fall. Most older adults know that if they fall and become injured, the outcome could have dire circumstances. Who wants to live like that?
With all the negative information out there, no wonder there is so much fear around loss of balance and falling. National surveys show that only 1 in 3 people get advice on physical fitness or exercise from their medical doctor. Racial, ethnic minorities and the elderly get this advice even less. Most advice surrounding exercise given by doctors has historically been centered around cardiovascular health and aerobic exercise. “Get out and walk!” they are told. Not always is this a practical solution for those who are unsteady and feel fearful being out of the home at risk of a fall. The risk outweighs the reward.
Physicians and physical therapists need more resources and avenues for senior adults to access when they need to improve their balance and reduce their fall risk. Evidence-based fall prevention programs are fortunately on the rise in retirement communities, senior centers, and general recreation and fitness facilities. These programs are valuable but do not begin to serve the needs of the expanding geriatric demographic. More qualified fitness professionals as well as more accessible and affordable programs are needed to help serve this growing need to keep our aging seniors upright and steady on their feet! Fall resistance and resilience training will change these statistics.
It is safe and realistic to say that there are 2 categories of older human beings in relation to balance: the “fallen” and the “not-yet fallen”
Often a trainer will acquire a client that has already fallen and is fearful. The client must first work to overcome this intense fear and the hesitancy of movement that this fear creates. The importance of using E3 (Educate, encourage, and empower) cannot be underestimated here. It is important that geriatric fitness trainers have a deep understanding of the basic principles surrounding the science of balance as well as training methods that are best for reducing fall risk for both categories. Getting the “already fallen” to rise up and move with confidence again will require systematic and progressive programming combined with patient and compassionate instruction.
Each year millions of older adults suffer falls. Many of these result in serious physical injuries that can reduce their mobility and functioning, cause pain and discomfort, and even increase the likelihood of death in the near future. It is not only the physical effects of the fall that you should consider. Once the injuries have healed and general function is restored, they may be experiencing serious emotional consequences in the form of fearfulness which can diminish their quality of life as they age in place. Helping them to handle this type of impact can help them to move forward after their fall and preserve their lifestyle.
A 2012 university study found that loss of mobility might be due, in part, to “balance confidence”, an issue closely related to a fear of falling. The study concluded that among people who have had a fall-related hip fracture, an independent relationship exists between balance confidence and mobility and balance performance – as well as perceived mobility function.
The study tracked 130 adults over the age of 60 who had suffered hip fractures between six weeks and 7.4 years prior to observation. To test balance confidence, researchers used a simple but comprehensive measure called the Activities-specific Balance Confidence Scale (ABC Scale).(4) The ABC scale can be self-administered, and is comprised of a series of questions that gauge an adult’s confidence in various walking scenarios, such as walking up steps or on an icy path. Adults who rated a higher balance confidence tended to do better in balance and mobility tests.
Acknowledge it. An older adult may feel as though their emotional response to their fall is overly dramatic or not a big deal, and cause them to not discuss it, which can worsen the negative impact. Acknowledge that they have gone through something frightening and humbling. Show them that you can offer support and encouragement as they overcome the fear and movement hesitancy the often comes after a fall.
Recognize the risk. Suffering from one fall does increase the chances that your senior will suffer from another fall. Recognizing this risk and acknowledging this fact is important because it both validates the fear they may now have, and it may foster difficult decisions surrounding their safety in the future. Keeping open communication surrounding this serious issue will allow for prudent decisions regarding their living situation.
Encourage them. The emotional impact of falling can range from simple embarrassment to worry and distress about the changes in their physical functioning, which creates the fear that they will fall again. It does not mean that they should just stop engaging in activity which could actually further diminish their quality of life and increase the possibility of another fall. Introducing movement and exercise in incremental steps and stages will rebuild their confidence, but must be done at their pace. Praise all progress.
Imbalance is not entirely a result of muscle weakness. Strengthening muscles alone will not improve balance. Balance will improve when it is practiced in everyday activities and keen body awareness. Imbalance begets inactivity and inactivity accelerates the aging process.
Balance cannot be willed by the mind. We are not born with balance. We learn balance developmentally as we grow from babies to adults. The body learns how to stay erect in the face of gravity and the forces that are put upon it. It retains balance by staying active. Inactivity erodes balance which in turn inhibits people from being active. A vicious cycle that needs intervention and solutions.
Retraining balance and fall resistance requires knowledge of the anatomy and physiology involved in balance. The muscle systems of the body belong to one of two categories. The Phasic muscles are the mobilizing and movement/action muscles. The mind tells these the body to move in a certain way and the joints move from the contracting and elongation of these mostly fast-twitch muscles. The second type are the Postural or balance muscles and are not subject to conscious direction. These are slow-twitch stabilizing muscles and they engage automatically to hold a person erect against gravity’s pull. They do not shorten or lengthen, but supply isometric tension. With underuse, these postural muscles can “forget” how to maintain balance even on steady and level surfaces. Falling and hesitant walking is the sign that a lifetime of balance muscle memory is declining or lost. Without retraining our postural muscles, imbalance will take over. The solution is to re-educate and activate these essential postural/balance muscles in concert with the Phasic (movement/action) muscles (3) Trainers must encourage daily balance practices and educate their clients on how to manage their posture and center of gravity through drills and skills that align with their functional and independence needs.
Millions of people over age 65 looking for guidance from fitness professionals who are knowledgeable in exercise, nutrition and lifestyle principles that can help them improve functional mobility, while also preventing and managing chronic conditions to live their highest quality of life. The Geriatric Fitness and Lifestyle Specialist online certificate course will give you insights, strategies and tools to be a successful professional in this rapidly growing market. Learn how to be a valued part of clients’ continuum of care, working with the medical team to improve functional outcomes and positively impact people’s lives.
Holly H. Benson, BS, is a veteran in the Recreation and Fitness industries with over 35 years of administrative and technical experience. She holds two bachelor’s degrees, Corporate & Community Fitness and Recreation Administration, and numerous fitness certifications. She has developed thriving fitness programs for special populations and has passionately focused her career on the much older adult. She currently owns and operates Moving Strong Medical Exercise, LLC in Lakewood, Colorado and provides in-home and virtual fitness training to older adults and persons with chronic medical and orthopedic conditions.
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One in four Americans over age 65 falls every year. Falls are the leading cause of both fatal and non-fatal injuries for seniors. Through practical lifestyle adjustments, evidence-based programs, and community partnerships, the number of falls among the aging population can be reduced!
September 18-22 is the National Council on Aging’s Falls Prevention Awareness Week. Visit the NCOA website for more Falls Prevention Toolkit, filled with resources for both the public and fitness professionals!
Video courtesy of National Council on Aging.
Living with multiple sclerosis (MS) can pose numerous challenges, but maintaining a regular fitness routine is essential for enhancing overall well-being and managing symptoms effectively. Exercise can improve muscle strength, balance, flexibility, and cardiovascular health while boosting mood and reducing fatigue. In this article, I will explore the benefits of implementing an exercise program with specific training methods for individuals with multiple sclerosis, types of exercises that are beneficial, safety considerations, and tips for incorporating fitness into the daily routine of an MS client.
As health and fitness professionals we like to think of ourselves invincible. After all, we help people feel better, and accordingly, we should never do anything to appear less than indomitable. We also all know this is simply not true.
In Part 1, I reviewed the ACSM study goals, statistics and barriers to weightlifting unique to women
In this article, I’ll cover the three E’s for empowering women in the weight room, and translate these recommendations into strategies that non-professionals can implement for themselves.
Understanding how physical attributes of gyms perpetuate negative messaging regarding women’s bodies and harmful myths about women’s fitness.
Overcoming these barriers:
People will often gravitate toward their comfort zones and do exercise routines that are more familiar and that are easy to execute.
Overcoming these barriers:
Knowledge is power. Promoting an understanding of the principles of weightlifting and its benefits is key to debunking myths and misconceptions and building a healthy relationship with the barbell.
Common myths and misconceptions about weightlifting:
Overcoming these barriers:
This is the time of our lives when we need to kick the societal status quo to the curb and take our health and wellness into our own hands and away from destructive narratives. The world is our oyster. We have established our careers, raised our children, and had our share of triumphs and failures. With that comes the wisdom to pave our own way into this new prime of our lives.
So, whether it’s your first back squat with a PVC pipe or a deadlift PR (personal record), congratulations on forging a new frontier to being your fittest, strongest, most vital self!
Dr. Carla DiGirolamo is a double Board-Certified Obstetrician/Gynecologist and Reproductive Endocrinologist who specializes in the care of reproductive age and mid-life women. Carla completed her residency training in Obstetrics and Gynecology at Brown University Medical School/Women and Infants’ Hospital and her Reproductive Endocrinology training at the Massachusetts General Hospital at Harvard Medical School. She is a North American Meno
Fit Pros: Offer menopausal and perimenopausal women an individualized approach to training, nutrition and wellness as a Menopause Health and Fitness Specialist.
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