International Council on Active Aging
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Elevate competitive positioning
Current residents in their 80s and 90s are interested in maintaining their health; future residents are demanding wellness services and well-equipped, well-maintained facilities.
An ICAA survey of 388 association members and colleagues,7 who typically are leaders in wellness for older adults, found that although 93% increased wellness activities in the prior two years, virtually all of them (98%) planned to expand the programs over the next two years.
In addition, 91% had a wellness or fitness center and 41% planned to develop or renovate a facility.
An analysis of the US American Housing Survey (2005) found that most (about 74%) active-adult or age-restricted rental communities provided recreational facilities that might include a community center or clubhouse and walking/jogging trails. Although this survey does not ask about wellness programs, it certainly indicates that most communities are designed for active living.12
Why are so many communities expanding their wellness programs and facilities? Why is adding wellness facilities and programs the current strategy in senior living?13,14
The investments in programs and capital projects confirm senior management’s belief that wellness holds a competitive advantage. When older adults or their families tour your community, what do they see? Residents happy, chatting with others and on their way to a purposeful activity? Or do they see—little. Little activity, little options, little interaction.
Knowing that lifestyle and wellness activities maintain health and function, attract visitors, and show their communities in a different light than competitors who lack wellness programs, operators meet today’s needs with an eye toward customers who will be their residents in 10 years.
Continued...Increases revenues.
