Those who follow the changes in Germany’s average age have clearly seen a long-term increase in the proportion of older people in relation to the total population. Evolving at the same time and also worth watching are the changing attitudes and behaviors around leisure.
A growing number of people beyond their 50th birthdays do not feel old. As their awareness develops, they see themselves not as seniors, but as people at the best possible age.
Such so-called Best-agers want to stretch beyond the normal minor-ailment mindset. Instead, they want a life of physically active leisure, with healthy, active, and meaningful purpose. That’s why these people increase their regular physical activity and organize their own health maintenance.
One need only look around to see more elderly active in sports today than ever before. The 50+ generation adventures for a walk in the park, gathers for popular water aerobics, or trains in a stylish fitness studio.
Along with the new demands of the Best-age generation also comes the rapidly increasing need for age-specific and appropriate sport and leisure activities. The older generation – often a wealthy audience – takes an increasingly important responsibility for the sport and leisure industry.
Above all, sport and fitness providers see great opportunities offered to them by the Best-age generation. To find a successful niche in this area requires more than well-thought-out strategies and holistic approaches. Due to their physical and mental conditions, older people need especially competent staff to give different attention than the well-trained 25 year old would need.
Meanwhile, the newly evolved Best-age coach must get special training to perform competently in meeting the needs of older people.