Over the past five years, fitness trends are showing a decided shift to fitness that engages mentally, is less strenuous and that addresses reported increased stress levels among Americans.

What are the factors in this shift?

• The increased numbers of women over the age of 40 who are now pursuing fitness programs have influenced the trends of new fitness activities. Baby Boomers are now seeking exercise programs that are a bit less strenuous; activities such as aerobics have seen a 38% decrease in participation, from 1998 – 2002. Other activities such as outdoor biking and running have seen little increase in participation from 1998- 2002.
• According to American Sports Data research, 26% of Americans say that they are experiencing “a lot of stress,” in their lives. Due to perceived increases in stress levels, Americans are looking to not only get in better physical shape, but also in better mental shape. Activities like Yoga, Pilates and Tai Chi address both the mind and body in tandem.
• After years of fitness trends like Aerobics and Tai Bo, and use of gym machines like the treadmill and stair climber, fitness participants today are getting bored with repetitive, mindless exercise. Therefore it is not surprising that exercise forms that involve mental focus and concentration are gaining popularity.

Source: American Sports Data http://www.americansportsdata.com

Source: “The Hybrid Workout: Results get more satisfying,” by Leland Drummond http://www.gaiam.com

- Carolyn Ellis

Industry Snapshot: Mind Body Fitness

As more Americans report feeling stressed a lot of the time (American Sports Data), it is no wonder that mind-body fitness is dominating the fitness landscape. The baby boomer generation is seeking out alternative ways to supplement their fitness routine with “kinder, gentler” ways of exercising.

Take a look at our 2004 full industry report  on Mind Body Fitness (PDF Format). If you are interested in other industry snapshots, visit our SBDC Business Advisors' Toolkit.

- Carolyn Ellis

Links of Interest

Yoga Journal
American Yoga Association
>Pilates Method Alliance

- Carolyn Ellis

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Are You Paying Attention to
Demographic Trends?

Blame it on Generation X. According to American Demographics, "By 2020, just 16 years from now, more than 40 million Xers will be ages 44 to 55, in the sweet spot of economic impact. Xers will spend less. Markets will shrink."

Why? Partly due to demographic characteristics of the generation, but primarily due to the fact that Generation X will be a much smaller group than the Baby Boom Generation.

What does this mean for business? As American Demographics states: "Market share will be everything." As total consumer expenditures shrink, companies will compete more fervently for their share of the shrinking pie.

Who are Generation Xers? People born between 1965 and 1976 are considered Generation Xers, and according to American Demographics, "they're pragmatic, they're smart and they're whatever the opposite of naive is..." Where can you find information about Generations? The US Census provides statistics on age at the national and local level. Their Census Brief provides a good overview of age characteristics by race, ethnicity, sex and geography. New Strategists Publications publishes books on various consumer demographics, including a book on Generation X.

See also our website for information on demographics: http://sbdcnet.org/SBIC/demographics.php

- Michael Cline

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Co-Editors: Carolyn Ellis & Judith Johnson

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