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  • What's going to get Boomers out of the house and into the park?
  • What's going to get Boomers out of the house and into the park?
    Ed Yourdon, Creative Commons (2015) ©
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Why do Boomers work out?

Boomers are shying away from the gym, with more than half avoiding regular exercise. With obesity and diabetes rates on the rise, older people are more health conscious than ever. How can the right mix of motivation and rewards tap into this lucrative demographic's desire to keep fit?

Location United Kingdom

Scope
In 2014, the youngest of the Boomer generation reached their milestone 50th birthday as the eldest moved into retirement. Being born between 1946 and 1964 makes these adults part of the world’s largest growing demographic. [1] But feeling younger than their actual years, Boomers aren’t facing old age in crisis – many are embracing their later years with vigour, looking for new challenges and excitement.

Looking good and feeling well is high on the agenda. They’ve grown up knowing the health benefits exercise has on mind and body, but is this enough to motivate them ...

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