The fitness industry has a new rallying cry these days: age management, which is to say, helping Baby Boomers not get old. Why? Because that’s where demand is going to come from in the future. Just as Boomers fueled the aerobics boom of the 1980s (think back to Boomers John Travolta, born 1954, and Jamie Lee Curtis, born 1958, in the 1985 movie Perfect), so too will they drive a wellness and fitness boom in the future.

According to American Sports Data, a sports research firm, from 1998 to 2004 the fastest-growing group exercising at least one hundred days per year was people fifty-five years of age and older. The 33 percent growth in this age group was far greater than the zero growth over the same period among ...

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