More gyms emerging to 'pump up' older clients

NEW YORK — Marshall Kahn attends a gym with yoga, tai chi and Pilates classes, weight training and treadmills. It also has a driving simulator, where members can keep their skills from deteriorating.

The gym, Nifty After Fifty, is one of many fitness centers popping up around the country aimed at serving older clients.

"I'm 80, my wife is 48. So I have to stay fit," said Kahn, who signed up at one of the company's four Los Angeles locations earlier this year and pays about $50 per month to work out three times a week. "I joined a gym about three or four years ago, and I didn't like it at my age — it was young, noisy and frenetic. They were doing all these crazy things I couldn't participate in. Here, I'm not intimidated. I'm more inclined to go."

When it comes to designing a gym, it's not all about attracting the hard bodies anymore, and when it comes to senior fitness, there's more out there than water aerobics. As more of America's baby boomers start entering their 60s, more startup gyms are homing in on a more mature market.

"As we get older, we're sort of intimidated about going into a 25,000 square-foot gym with rock music and people in tight leotards and muscle bulging from every aspect of their tank shirts," said 74-year-old Sheldon Zinberg, who opened Nifty After Fifty last year.

Nifty After Fifty plays softer music than the typical gym, and uses smooth, air pressure-driven equipment for strength training as opposed to your typical metal weights. So does Healthfit, a club based in Needham, Mass., where paintings adorn the walls and the average client is over 50. FitWright — a club that opened last fall in Dedham, Mass., which has seen particular interest recently from people in their 60s and 70s — offers a special "gentle yoga" class for its less limber members.

"I think more than half the calls I get, and there's no regionality to this, are about doing a senior-only health club," said John Atwood, who runs Healthfit and the consulting firm Club Management Group, which advises small or mid-size clubs. "There was very little of this in the '90s."

The business potential is huge, and expanding. Club 50, a fitness chain for the over-40 crowd that has mushroomed to more than 40 franchises since it began in 2003, points out that seniors control more than 70 percent of the country's disposable income.

And the oldest of the baby boomers, born between 1946 and 1964, started turning 60 last year. In less than 25 years, there will be more than 71 million 65-year-olds, twice as many as there were in 2000, according to the National Association of Area Agencies on Aging.