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ICAA’s milestone year includes think tank on technology
The International Council on Active Aging (ICAA) will celebrate its 15th Anniversary on October 1, 2016. One highlight of this anniversary year will be the Spring ICAA Forum, to be held May 4 in Washington, DC, as of press time. ICAA has invited participants who are knowledgeable and key individuals in the field of senior living, rehabilitation and corporate wellness. Together with discussion leaders and industry suppliers, this group will form a think tank to explore “The Future of Technology for Active Aging.” The meeting will address the challenge of how digital technology will impact quality of life for older people, while changing environments, services, staffing needs and outcomes for the industry.
Kicking off the event will be Don Wright, MD, MPH, deputy assistant secretary for health, Office of Disease Prevention and Health Promotion, United States Department of Health and Human Services. Wright will offer opening comments and moderate the day’s first discussion. Other discussion leaders include Andrew J. Carle, MHSA, George Mason University; Eun-Shim Nahm, PhD, RN, FAAN, OSAH; Patricia Ryan, MS, ICAA; Hollie Fowler, Prestige Care; and Maria Connelly, THEWELLNESSEDGE. Forum results will help shape the industry agenda in this area by monitoring and prioritizing challenges and elaborating on solutions.
TheDirection’s Tom Kehner will facilitate the 2016 Spring ICAA Forum. Event sponsors include Cybex, Keiser, Life Fitness/SCIFIT, HydroWorx, iN2L, Milon, Morrison Community Living and NuStep, Inc.
Resources posted to campaign website
Active Aging Week host organizations will find resources for the 2016 campaign now available online at www.activeagingweek.com. These include promotional materials; planning guides, worksheets and webinars; and “Theme day” resources from national sponsors. The ICAA-led health-promotion observance takes place September 25–October 1 this year, with an “Explore the possibilities” theme that encourages everyone to consider life’s possibilities with an open mind. Barbara Womer, wellness director at Elim Park in Cheshire, Connecticut, suggested this year’s winning theme in a Name-the-Theme Competition.
In 2016, Active Aging Week again takes place in partnership with the President’s Council on Fitness, Sports & Nutrition. Sponsors include Abbott, Aegis Therapies/EnerG® by Aegis, CaptionCall, MARS Center for Cocoa Health Science, Nestlé Skin Health and SwimEx.
Learn more about Active Aging Week 2016
Spreading the message
To promote the value of active aging, ICAA takes advantage of all kinds of opportunities to reach audiences, including the recent ones below:
—Colin Milner, ICAA’s CEO, recently traveled to Cleveland, Ohio, to present at the Association of Health Care Journalists’ Health Journalism 2016 conference. On April 9, Milner participated in the panel presentation, “Aging Well: Innovative Approaches for Boomers and Beyond,” alongside Francoise Adnan, MD, medical director of University Hospitals Connor Integrative Health Network and assistant professor of psychiatry at Case Western Reserve University School of Medicine; and Ronan Factora, MD, of the Cleveland Clinic’s Center for Geriatric Medicine and codirector of its Aging Brain Clinic. Journalist Liz Seegert moderated the panel.
—Milner then headed to the Governor’s Healthy Aging Summit in Oklahoma City, Oklahoma, on April 12, where he sat on a panel, participated in a think tank and keynoted a section of the program. Governor Mary Fallin and a trio of speakers began the day’s proceedings, which focused on “Living Longer Better.” The Oklahoma Healthy Aging Initiative (OHAI) organized this year’s summit as part of the state’s ongoing efforts to address its 46th-place ranking in the UnitedHealth Foundation’s America’s Health Rankings Senior Report. To learn more about OHAI, visit www.ouhsc.edu/ohai/Home.aspx.
—Finally, Constance Guske, who writes for The New York Times, interviewed Milner for her article “Making Technology Easier for Older People to Use” (published March 11, 2016), in which the ICAA leader pointed to the role of technology in helping people stay socially connected.
ICAA CEO to discuss an aging workforce
ICAA’s Colin Milner will head to Dresden, Germany, later in March to present a keynote and participate in the think tank at the 4th International Strategy Conference on Safety and Health at Work (ISC2016). Milner will deliver a keynote that looks at the impact of demographic change in the workplace and provides a vision of the future workforce. He notes that the meeting’s outcomes may set the tone for workplace safety and health for a truly multigenerational workforce. Conference organizers include German Social Accident Insurance (Deutsche Gesetzliche Unfallversicherung [DGUV]), the World Health Organization, and other international and national institutions.
New reports released
The most recent ICAA Forum brought together invited attendees to create a vision of an ideal wellness culture—one that pervades an organization or community—and strategies/steps to implement it. The recently released report, called “Inspiring wellness across the organization,” is available as a PDF file for download at www.icaa.cc/conferencesandevents/forums.htm.
Also, ProMatura Group and ICAA released the 34-page ICAA/ProMatura Wellness Benchmarks National Report, which aggregates input from communities enrolled in the ICAA/ProMatura benchmarking system. Included is a profile of amenities offered in benchmark communities, average length of stay of wellness participants compared to the entire resident population, staffing ratios, residents’ self-rated health, and residents’ perceptions of value of the entire community. For information, email email@example.com or call 866-335-9777.
Duo contributes chapter to newly published review
Released in November 2015, the 2016 Annual Review of Gerontology and Geriatrics features an opening chapter by Colin Milner, ICAA’s CEO, and Jenifer Milner, editor-in-chief, Journal on Active Aging. The edition centers on “Optimizing Physical Activity and Function Across All Settings.” The Milners’ chapter focuses on policy and its impact. It is available for purchase at www.ingentaconnect.com/content/springer/argg.
Theme, sponsors announced for Active Aging Week 2016
Led by the International Council on Active Aging®, Active Aging Week® 2015 saw local hosts develop creative events and activities that encouraged participants to enhance their wellness and live their adventure.
The week’s successes spurred ICAA to hold a Name-the-Theme Competition for Active Aging Week 2016. Submitted by Barbara Womer, wellness director of Elim Park in Cheshire, Connecticut, the winning theme for this year’s campaign is “Explore the possibilities.” Womer says her entry was inspired by the “Why not?” attitude at Elim Park since the launch of a new wellness initiative, as well as the community’s commitment to engaging residents in wellness. “We encourage exploration year-round and keep an open mind when considering the possibilities,” Womer shares. “Wouldn’t Active Aging Week be the perfect time to encourage this across the globe?”
Active Aging Week 2016 runs September 25 through October 1—the International Day of Older Persons and ICAA’s 15th Anniversary. The association is again partnering with the President’s Council on Fitness, Sports & Nutrition. National sponsors include Abbott, Aegis Therapies/EnerG® by Aegis, CaptionCall, MARS Center for Cocoa Health Science, Nestlé Skin Health and SwimEx. For information and to register as a host site, visit www.activeagingweek.com
Poster presentations invited
Do you have a program, best practice or research study that enhances the wellness of the aging population? ICAA invites you to apply for its poster session at the ICAA Conference 2016, being held November 17–19 in Orlando, Florida. The deadline is April 1, 2016. If your poster is accepted, you can register for the ICAA Conference at the lowest registration rate of USD$319 and attend the sessions and special events. The Call for Poster Presentations and application are online at http://icaa.cc/conferenceandevents/postersession/application.asp.
ICAA supporter to join Hall of Fame
The Sporting Goods Industry Hall of Fame Committee recently elected Jim Throneburg, CEO and owner of THOR•LO, Inc., and longtime International Council on Active Aging supporter. Throneburg will join the more than 160 men and women inducted into the Hall of Fame, created in 1955 by the National Sporting Goods Association (NSGA). He will officially be recognized at the 52nd Annual NSGA Management Conference next May in Hilton Head Island, South Carolina. ICAA congratulates Jim Throneburg on this honor.
More than 40 years’ ago, Throneburg experienced severe foot pain while walking to lose weight and regain his health. This pain was the catalyst for the padded foot protection he originated with his father’s hosiery mill in Statesville, North Carolina. In 1980, the company changed its name to THOR•LO, Inc., and introduced the Thorlos® brand of activity-specific padded sock products. Today, THOR•LO is a USD$35-million business and distributes its products throughout the United States and 35 countries globally. Throneburg also founded the Institute for Preventive Foot Health, a nonprofit foundation dedicated to research and education related to preventive foot health and other foot issues.
Go4Life’s ‘A Capitol Walk’ highlights healthy aging
A partner in the National Institute on Aging’s Go4Life® exercise and physical activity campaign, ICAA supported the first-ever Go4Life® Month in September 2015. One event that the Institute organized during the month was “A Capitol Walk with Go4Life®.” Older adults joined leaders from some campaign partner agencies and organizations in Washington, DC, for the September 18 walk, which highlighted the importance of exercise and physical activity to healthy aging. The event featured the Go4Life® campaign as well as “Step It Up! The Surgeon General’s Call to Action to Promote Walking and Walkable Communities.” Among the participants were the US Surgeon General Vivek H. Murthy, MD; National Institute on Aging Director Richard J. Hodes, MD; fitness expert and President’s Council on Fitness, Sports & Nutrition member Donna Richardson; and 2015 White House Conference on Aging Executive Director Nora Super.
Spread the word
ICAA shares messages and information about active aging as well as culture change that embraces people’s potential to live fully at any age. Recent opportunities include the following:
• On September 21, ICAA CEO Colin Milner gave a keynote presentation at the Mill Race Center in Columbus, Indiana, on redefining aging and the changing role of seniors centers. The occasion was SEEK 2015: Engaging Communities to Age Well, the national conference of the National Institute of Senior Centers (NISC), hosted by Mill Race’s Pitman Institute on Aging Well. NISC is a constituent group of the National Council on Aging.
• Milner then journeyed to West Columbia, South Carolina, on September 22 to present a keynote address at Still Hopes Episcopal Retirement Community as part of its Thrive Week. Open to the public, the week’s activities—including the ICAA leader’s presentation—celebrated “the trends that are changing the way we age.” Milner’s message emphasized that lifestyle, not age, matters most.
Poster review committee contributes to conference
The ICAA poster session is an important educational component of the annual ICAA Conference. Through poster presentations, attendees learn about new programs and research relevant to active aging, with developers there, too, to answer questions and expand on the program or research.
Posters are chosen by a review committee of ICAA Advisory Board members and ICAA members. Each person independently reviews the proposals and rates them according to the criteria list in the Call for Poster Presentations. The 2015 committee members were generous with their time in reading the proposals. Thanks go to:
• Wayne L. Westcott, PhD, Exercise Science, Quincy College
• Wojtek Chodzko-Zajko, PhD, Professor and Head, Department of Kinesiology and Community Health, University of Illinois at Urbana-Champaign
• Ginger Anzalone, MBA, Vice President, Vesta Property Services
• Lauren Kriz, MA, LMT, National Wellness Director, RehabCare
• Dayna Stoddart, BScPT, Wellness Director, Ballantrae Golf and Country Club
• Patricia Ryan, MS, Vice President, Education, International Council on Active Aging
The poster session takes place Friday, November 20, right before the ICAA Networking Reception. For information, visit www.icaa.cc/conferenceandevents/postersession.htm.
ICAA CEO keynotes HHS’s first public health policy summit on healthy aging
On July 27, 2015, the International Council on Active Aging’s founder and CEO, Colin Milner, presented the opening keynote--"Changing the Way We Age"--at the inaugural Healthy Aging Summit in Washington, DC. His presentation explored how a “quality-of-life revolution” is driving the need for new models, from healthcare to retirement, long-term care to the life course itself.
Hosted by the Office of Disease Prevention and Health Promotion at the United States Department of Health and Human Services (HHS) and the American College of Preventive Medicine, the 2015 Healthy Aging Summit sought to “promote healthy aging and teach professionals how to improve the delivery of preventive services.” The two-day event brought together senior government officials, policymakers, healthcare providers, clinicians, researchers, educators, public health practitioners, and others to explore how the social determinants of health affect healthy aging.
According to Dr. Don Wright, HHS deputy assistant secretary for disease prevention and health promotion, “The 2015 Healthy Aging Summit [was] the first national conference focused exclusively on public health policy and practice around healthy aging in the United States and led by the US Department of Health and Human Services.” In 6 plenary and 20 concurrent sessions, more than 80 expert speakers—from such institutions as the World Health Organization, Mayo Clinic and AARP, and from universities including Harvard, Columbia and Tufts—discussed issues ranging from maintaining cognitive health to promoting older-adult wellness through lifestyle and social engagement.
Milner said he was “honored to deliver the opening keynote on behalf of ICAA to such an illustrious group. The highly-placed attendees have a significant role to play in how well the US population ages, and their impact on the country.”
ICAA announces dates, theme of second annual online summit
Professionals who develop lifestyle/wellness programs are well positioned to plan brain-health solutions for people who are cognitively well today, and for those journeying through cognitive decline. The ICAA Virtual Summit 2015 will support these professionals with a half-day educational experience on the theme, “Using wellness programs to enhance cognitive health.” The association’s second annual online summit will take place October 15, 8:30 a.m.–1 p.m. Pacific (11:30 a.m.–4 p.m. Eastern). Sponsors include HydroWorx and Precor. Discover more about this web-based learning opportunity (which will be recorded) at www.icaa.cc/conferenceandevents/virtualsummits.htm.
Active Aging Week hosts get ready to ‘live their adventure’
Host organizations are now finalizing their planning and preparations for Active Aging Week®, which takes place September 27–October 3 in 2015—but it’s not too late for others to join the fun with their own local wellness activities and events. The Active Aging Week website, www.activeagingweek.com, offers hosts free planning and promotional materials as well as resources for optional theme day topics. Organizations add to the campaign’s overall impact by registering as a host site.
ICAA wishes all hosts and participants a wonderful week of “living your adventure,” and looks forward to hearing about and receiving photographs of these experiences. Reports/stories and images can be emailed to firstname.lastname@example.org. Submissions received by the end of October will be considered for possible publication in a roundup article in the Journal on Active Aging®.
Active Aging Week 2015 is held in partnership with the President’s Council on Fitness, Sports and Nutrition, and the National Institute on Aging’s Go4Life® Campaign. ICAA is also grateful to this year’s sponsors for their support: Aegis Therapies/EnerG® by Aegis, CaptionCall, Institute for Preventive Foot Health (IPFH), Nestlé Skin Health, SwimEx, and Sysco.
Spread the word
ICAA maximizes opportunities to share information about active aging as well as culture change that embraces the potential of older adults to live full, vital lives. In mid-August association founder and CEO Colin Milner headed to Toronto, Ontario, for the World Fitness Expo, canfitpro’s international fitness and club business conference and trade show. Milner discussed active-aging trends in two sessions, participated in a panel presentation on the state of the club industry, and shared “nine ways to make your club ageless” as featured presenter at the VIP Canadian Owners Luncheon. To learn more about canfitpro, a provider of education in the Canadian fitness industry, see www.canfitpro.com.
New partner to expand reach of Active Aging Week
In 2014, Active Aging Week® enjoyed its most successful year ever. Event participants, host organizations, local partners, and national campaign sponsors joined with the International Council on Active Aging® (ICAA) to celebrate aging and expand horizons with opportunities for wellness participation, active living fun, and lively adventures. To build on last year’s success, ICAA recently partnered with the President’s Council on Fitness, Sports and Nutrition (PCFSN) to promote healthier living messages during this year’s Active Aging Week. PCFSN’s strong communications background and name recognition promises to help the campaign reach even more people.
“We completely support the President’s Council’s mission of getting Americans moving, and they support our mission,” states ICAA Founder and CEO Colin Milner. “Bridging the knowledge gap between two groups that share a powerful joint vision of healthier living brings us both closer to our goals.”
Active Aging Week 2015 takes place September 27–October 3. To register as a host site, learn more about the campaign and access free resources, visit www.activeagingweek.com. Sponsors include Aegis Therapies/EnerG® by Aegis, CaptionCall, Institute for Preventive Foot Health, Nestlé Skin Health, SwimEx and Sysco.
Falls prevention meeting involves ICAA advisor and CEO
ICAA’s CEO Colin Milner and Advisory Board Member Debra Rose, PhD, professor at California State University, Fullerton, were among 110-plus invitees who participated in the National Council on Aging (NCOA) 2015 Falls Prevention Summit on April 30. The meeting was convened by NCOA and the White House Conference on Aging.
Summit attendees outlined “innovative ideas and set priorities to update the 2005 Falls Free® National Action Plan,” according to NCOA. Among others, the priorities set by participants include:
• increased falls prevention assessments and clinical-community connections to link at-risk individuals with programs
• funding and expansion of falls prevention initiatives and evidence-based programs
• increased physical activity among older adults, with a focus on wellness and active aging
The 2015 action plan will be posted at www.ncoa.org later this year. ICAA is a member of the NCOA-led Falls Free® Coalition.
ICAA releases industry research report
A newly released research report reveals the full results of the ICAA Active-Aging Industry Development Survey 2015, sponsored by Precor. The 54-page report, “Trends in wellness programs and developments,” follows the release of the survey’s topline results earlier this year. The new report examines plans for expanding wellness programs, services and infrastructure. It documents expansion of wellness programs and staffing; descriptions of physical environments; plans for capital investments and purchasing of furnishings and equipment; and key indicators of effectiveness. Responses come from 620 organizations within the ICAA Network. These respondents represent age-qualified communities, seniors centers, and organizations such as health clubs and parks and recreation locations. The report is available free to ICAA Organizational and ICAA 100 members at www.icaa.cc/business/research.htm. Individual members and nonmembers may purchase this publication for US$149. To order, call toll-free 866-335-9777 or 604-734-4466.
Go4Life and ICAA partner to support campaigns
ICAA announces that Go4Life®, a national exercise and physical activity campaign targeted to people 50 years and older, has become an Active Aging Week® 2015 campaign partner. In turn, the association supports the first Go4Life® Month, which takes place in September. Offered by the US National Institute on Aging in collaboration with the White House Conference on Aging, Go4Life Month encourages older adults to move more and stay active for better health as they age. ICAA appeals to Active Aging Week hosts to consider ways to incorporate Go4Life into their plans. Free programming ideas, giveaways and educational materials are available to help at https://go4life.nia.nih.gov/month.
ICAA-advised project publishes guide
ICAA Founder and CEO Colin Milner served as an advisor to the Mall Walking Guide Project, which released the publication “Mall Walking: A Program Resource Guide” in May 2015. The guide is a product of the University of Washington Health Promotion Research Center and the Centers for Disease Control and Prevention (CDC) Prevention Research Center. The publication aims “to encourage the development of mall walking programs” by “explaining why mall walking programs can help people walk more, and providing practical strategies for starting and maintaining programs ....” It is available for download at www.cdc.gov/physicalactivity/downloads/mallwalking-guide.pdf.
ICAA CEO to provide expertise to annual review
The editors of the Annual Review of Gerontology and Geriatrics have invited Colin Milner, founder and CEO of the International Council on Active Aging (ICAA), to contribute to the 2016 edition, “Optimizing Physical Activity and Function Across All Settings.” Milner will write a manuscript on “The Impact of Policy on Exercise Activity and Where We Need to Go.” According to Springer Publishing Company, this annual review “critically examine[s] the full gamut of literature on key topics in gerontology and geriatrics, including social and cultural issues, medicine, psychology, economics, and end-of-life issues.” Milner is honored by the invitation. “I look forward to contributing to this landmark publication,” he says.
ICAA founder heads to Washington
As of press time, Colin Milner, CEO of the International Council on Active Aging, will go to Washington, DC, in late April to share his expertise at the National Council on Aging (NCOA) 2015 Falls Prevention Summit. The invitation only summit is a 2015 White House Conference on Aging event. The summit’s purpose is to update the 2005 Falls Free National Action Plan and recommendations from the 2008 National Advisory Group, as well as to engage key stakeholders in committing to implement recommendations of the revised National Action Plan. Findings from the Washington summit will help inform the agenda for the 2015 White House Conference on Aging. A member of the NCOA-led Falls Free Coalition, ICAA has participated in National Plan efforts since December 2004.
Alliance launches implementation guide, small grants program
The Osteoarthritis Action Alliance (OAAA), in which ICAA participates, is a broad coalition of public health leaders and stakeholders committed to elevating osteoarthritis as a national health priority. ICAA’s vice president of education, Pat Ryan, represents the association on OAAA’s Physical Activity workgroup. Recently, the alliance launched an “Implementation Guide for Environmental and Policy Strategies to Increase Physical Activity Among Adults with Arthritis.” The Guide is a collection of online resources aimed at increasing physical activity around six key sectors, including business, healthcare, parks and recreation, mass media, communities, and transportation and land use. It is intended to engage community organizations and to advance the objectives of OAAA’s 2011 report, “Environmental and Policy Strategies to Increase Physical Activity Among Adults with Arthritis.” To encourage use of the guide, the alliance has also established a mini-grants program to fund several small community-based projects. For information, refer to OAAA’s new website at http://oaaction.unc.edu.
Stanford Center names design contest winner
In fall 2014, ICAA announced its marketing sponsorship of the 2014–2015 Stanford Center on Longevity Design Challenge, a global competition intended to spur students to create products and services that improve the lives of older adults. The association also assisted with judging entries for the contest, which focused on the theme, “Enabling personal mobility across the life span.”
Eight finalists were announced at the end of January. They were tasked with further developing their ideas and creating a presentation for the finals at Stanford University on April 9. There, the winning project was SPAN, designed by the California College of the Arts. This portable structure provides users with a secure platform to get up/down from the ground in a safe, independent manner. The device will be featured in the Journal on Active Aging’s upcoming Special Developer’s Issue.
ICAA leaders journey to the ‘Big Easy’
With planning well underway for the ICAA Conference 2015, association leaders traveled to New Orleans, Louisiana, at the start of March for a site visit. The annual conference returns to the Ernest N. Morial Convention Center in the “Big Easy” from November 19 to 21—and the educational program is just about final. (Watch for the full conference brochure and schedule with the May/June Journal.)
While in New Orleans, Colin and Julie Milner called at Lambeth House, a continuing care retirement community in the city’s uptown. Lambeth House warmly welcomed and assisted ICAA staff ahead of the 2012 ICAA Conference, and a number of the community’s residents volunteered at the event. ICAA’s CEO presented at Lambeth House in 2012, and gave a talk during this year’s visit as well. Colin Milner presented to the community’s leaders and residents—with familiar faces in the audience—about steps to age well.
Spreading the word in the media
In February 2015, the New York Times’ Elizabeth Olson talked to ICAA’s Colin Milner for the article “Training for Triathlons at an Older Age.” Published on February 27, the article shows the media’s increasing interest in older people performing at higher levels. For the article, Olson also interviewed ICAA member Denise Heimlich, director of wellness at Still Hopes Episcopal Retirement Community in West Columbia, South Carolina. The community’s Triathlon Team and Training Program was featured in the September/October 2014 issue of ICAA’s journal.
Then, in March, Milner shared the message of active aging in an interview for the BBC World Service (the international radio channel of the British Broadcasting Corporation). Dan Damon, host of the high-profile news program World Update, asked Milner about people’s ability to be active in later life—including higher levels of activity—in the four-minute interview. The clip can be heard through World Update’s online iPlayer Radio at www.bbc.co.uk/programmes/p02lr6fp.
Advisor honored with award for achievements
ICAA congratulates Lawrence Biscontini, a member of the ICAA Advisory Board, who recently received the 2015 ECA/OBOW Lifetime Achievement Award. An author and award-winning instructor/trainer, Biscontini creates group fitness and personal training programming for clubs and spas. The mindful movement specialist presents at industry conferences, including ICAA’s annual meeting, and contributes to industry magazines.
ECA World Fitness Alliance, an international association for fitness professionals, holds its OBOW Awards every year to recognize excellence in the field of fitness. To receive the Lifetime Achievement Award, individuals must have won previous ECA awards plus awards from several other associations; be recognized as a leader and innovator in the industry, as well as for making a significant impact on it as a presenter and trainer/instructor; and have contributed to the industry’s growth through their specific teachings and programs. From a field of selected nominees, ECA’s 50,000-strong community chooses the winner.
ICAA reveals Active Aging Week theme, website plans
Last year, Active Aging Week® encouraged an adventure-filled week for adults 50 and older with the theme “Let the adventure begin.” A roundup of the week appears on pages 40–50 of this Journal on Active Aging® issue. Thanks to all hosts, participants and sponsors for a great event.
In 2015, ICAA urges hosts and participants to “Live your adventure”. New this year, a dedicated Active Aging Week website will launch to support event organizers with a more robust offering of campaign resources than currently available on the ICAA website. In the meantime, updated resources are available at www.icaa.cc/aaw.htm. Users will link through to the new website once it goes live.
Advisors shift directions
ICAA Advisory Board Member Jeff Glaze, MBA, has been named president of the ABHOW Foundation, which provides financial support to residents in need in ABHOW communities. Previously, Glaze served as senior vice president and chief operations manager for the Pleasanton, California-based seniors housing and healthcare provider. He first joined the organization in 1998 as vice president of financial operations—and believes his 17 years’ service have prepared him well for his new position. “I’m very excited about starting my third career within the ABHOW family,” Glaze says, “and I hope I’m as successful as I have been in the past.” ICAA wishes him well with this opportunity, and looks forward to his continued contributions to the board.
Marge Coalman, EdD, joined the ICAA Advisory Board in summer 2009, but her involvement with ICAA goes back to the organization’s start. In fact, Coalman wrote an article for the very first issue of the Journal on Active Aging, published 13 years’ ago. She has since written 10 articles and contributed to numerous others, plus presented sessions at the annual ICAA Conference. As vice president of wellness and programs for Touchmark in Beaverton, Oregon, Coalman developed and implemented the company’s Full Life program. She recently entered another chapter of her life, stepping down from the ICAA board.
Another longtime supporter and Journal author left the ICAA Marketing Advisory Board last year. Richard Ambrosius, MA, principal of Positive Aging, contributed significantly to ICAA’s Changing the Way We Age® Campaign and its Rebranding Aging Awards. He was also a former ICAA Visioning Board Member.
The association’s CEO, Colin Milner, offers best wishes to Coalman and Ambrosius, and thanks them for their ICAA service and support.
Answering ICAA surveys brings rewards
ICAA recognizes that it’s a challenge to carve out time to complete an ICAA survey. Yet putting aside 10–15 minutes to answer a survey will benefit industry professionals and contribute to their organizations, as well as to everyone in the ICAA community.
Surveys provide the big picture of wellness, from different angles. Professionals can use the information to reach out to a new group, back up a new program or budget item, validate their efforts with outside data, and show their colleagues how wellness is important to fulfilling an organization’s purpose.
In January, ICAA released the topline results for its most recent survey, the ICAA Active-Aging Industry Development Survey 2015, sponsored by Precor. As a way to thank people who completed the survey, the association invited them to provide their emails to enter a drawing. Three emails were randomly selected.
The grand-prize winner was Kim Eichinger of Country Meadows Retirement Communities, headquartered in Hershey, Pennsylvania. In addition to an iPad mini, Eichinger won a complimentary registration to the ICAA Conference 2015 in New Orleans. Additional prize winners were Angela Butler-Hackett of Parc Communities, Georgia, and Rhonda MacIsaac of Willis-Knighton Health System, Louisiana. Each received a complimentary registration to ICAA’s 2015 conference. ICAA thanks everyone who completed the survey.
ICAA marks milestone with research report
The International Council on Active Aging® (ICAA) celebrated its 13th anniversary on October 1, 2014, with the release of groundbreaking research. Sponsored by Precor, this research posed the essential question: How ready is your organization to provide wellness services for older adults?
ICAA’s 2014 Wellness Readiness Survey polled 721 respondents working in organizations connected to (or members of) the assocation—executive, managerial staff and general employees of companies serving the older-adult market. Companies surveyed included organizations with programs and facilities for older adults who live independently or need some assistance. The respondents were asked about their lifestyle/wellness services, such as arts and cultural programs, intellectual and social opportunities, physical activities and health education.
Preliminary results of the survey were publicized in April. Now the findings are available in full detail in a new 52-page report, “ICAA Wellness Readiness Survey 2014,” and its companion 16-page publication, “Appendix on Staffing and Participation.” The results show that most organizations are moving in the right direction. The research includes information on staffing, adequacy of facilities for providing wellness services, and an outline of the successes and challenges facing the wellness workforce.
ICAA Organizational and ICAA 100 members may access the ICAA Wellness Readiness Survey at no charge at www.icaa.cc/business/research.htm. The report is available to ICAA Individual members and nonmembers for US $149. For more information, call 866-335-9777 or 604-734-4466.
Hosts excel with Active Aging Week campaign
At least 3,000 events showcased new products, places and programs under the theme “Let the Adventure Begin” during Active Aging Week® 2014, making this year’s campaign the most successful to date. From YMCAs to hospitals, cities and senior living communities, host organizations across North America encouraged older adults to live fuller, more active lives with their enthusiastic efforts during the September health-promotion campaign. ICAA sends a special shout-out to Southern Cross Care in Australia, which organized activities across all its communities.
ICAA initiated Active Aging Week in 2003 to give as many older adults as possible the means to experience wellness activities and exercise in a safe, friendly and fun atmosphere. During the week, host organizations provide a variety of free activities, such as classes, educational seminars, access to fitness facilities, health fairs and community walks. For a flavor of the fun and creativity, visit www.facebook.com/activeagingweek. And watch for an article highlighting the week’s experiences in an upcoming issue of the Journal on Active Aging®.
In 2014, Active Aging Week was sponsored by Aegis Therapies, EnerG® by Aegis, Falls Free, National Council on Aging, Performance Health Systems, SilverSneakers®, the Institute for Preventive Foot Health (IPFH), and THOR•LO, Inc.
ICAA mobilizes support for global design competition
“Enabling personal mobility across the life span”: That is the theme of the 2014–2015 Stanford Center on Longevity Design Challenge, a global competition aimed at spurring students to create products and services that improve the lives of older adults. ICAA is delighted to announce its marketing sponsorship of this competition.
“As we get older, maintaining the mobility to function becomes an increasingly important endeavor,” says Colin Milner, ICAA’s founder and CEO. “Mobility is crucial to independence, and anyone who can improve mobility capabilities and options for older adults is making a valuable contribution. That’s why we feel so passionate about our collaboration with the Stanford Center on Longevity,” Milner adds.
This year’s Design Challenge focuses on ways to motivate or otherwise empower older adults to achieve everyday mobility in their homes and communities by:
• reducing sedentary lifestyles
• encouraging and enabling physical movement and exercise
• reducing barriers and increasing facilitators to mobility in the home and the community
The goal is to design solutions that not only maximize an individual’s mobility, but also are used regularly to achieve real benefits. The Center hopes to receive submissions that are both intuitive and integrated into individuals’ daily routines, as remembering to do a task or knowing when or how to use a particular tool could be problematic for many older adults.
Design Challenge details are provided in the ad on page 63. Additional information is available at http://longevity3.stanford.edu/designchallenge2015.
JAA contributor launches program
Marilynn Larkin, ICAA communications director and Journal on Active Aging® contributor, recently launched PosturAbility®, a posture awareness-and-enhancement wellness program. PosturAbility is based on the latest evidence supporting the physical, emotional, vocational and social benefits of posture improvement.
Using techniques such as role play, improvisation, motivational interviewing and movement exercises, Larkin’s program enables participants to expand their presence, confidence, self-esteem and self-efficacy—and help others do the same. In October, she piloted a PosturAbility train-the-trainer workshop for staff at Heritage Community of Kalamazoo, a nonprofit continuing care retirement community in Michigan.
An American Council on Exercise (ACE)-certified personal trainer, ACE-certified group fitness instructor and award-winning medical writer, Larkin has been involved in dance, group fitness and strength training in various capacities for more than 25 years. In 2005, she developed the Posture-cize DVD and workshop. “Posture-cize focused mainly on the physical benefits of improving posture,” she says. “But my experience with ICAA has taught me that wellness is comprised of many more dimensions. Recent research affirms the connections between posture and feelings, about how people perceive you and how you perceive yourself. I developed PosturAbility to address those dimensions, as well.” Information is online at www.posturability.com.
Website changes announced
Recent updates to the ICAA website mean that visitors and association members will discover some changes when next they visit the site. A refreshed home page makes more information immediately available by making it more visible (for example, ICAA’s Career Center and Consumer sections now have higher profiles). The other change involves member login. Instead of a pop-up, a login page now comes up when someone clicks on member content. Individual members may want to keep in mind that some content (such as videos and webinars) requires ICAA Organizational or ICAA 100 membership to access.
Spreading the word
ICAA promotes the message of active aging to audiences of all kinds and collaborates to promote a culture that supports it. Recent opportunities include the three highlighted below:
• From May 22 to 25, association head Colin Milner presented on active aging at the first annual Health & Wellness Open House held at PARC Retirement Living’s four independent-living residences in metropolitan Vancouver, Canada. PARC (formerly Pacific Arbour Retirement Communities) launched its Independent Living+ program at the event.
• At an international meeting in Hong Kong, Milner delivered a keynote session called “Building a Foundation for Active Aging in the 21st Century.” Focused on the theme of “Transforming the future of population aging,” the inaugural Active Aging and Quality of Life conference took place June 5–6 at Hong Kong Baptist University in Kowloon.
ICAA takes part in first summit on impact of skin health on active aging
Aging and dermatology experts and global thought leaders gathered in the United Kingdom recently for the first summit devoted to promoting skin health as a critical component of active and healthy aging. Colin Milner, founder and CEO of the International Council on Active Aging®, was among the more than 20 medical, academic, nonprofit, government and business leaders who participated in the “Manchester Summit: A Life Course of Active Ageing and Healthy Skin” on June 23. The one-day discussion sought “to address the link between skin health and active aging, and foster partnerships and collaboration focused on research, training and practical applications to ensure healthy skin is a priority for 21st-century active aging,” according to the organizers.
Summit hosts included Manchester City Council, the University of Manchester, International League of Dermatological Societies and Global Coalition on Aging, with support from Galderma. Manchester is part of the World Health Organization’s Global Network of Age-friendly Cities and Communities.
ICAA’s CEO presents best practices at OECD meeting
At a June 26 expert consultation on “The Silver Economy: Facts, Challenges and Opportunities” in Oxford, England, ICAA CEO Colin Milner stressed to attendees that building the foundation for new social contracts by promoting positive views of aging is crucial to addressing the challenges and opportunities of population aging. Milner was invited to present and participate in this gathering of global experts on aging organized by the Organization for Economic Co-operation and Development (OECD) and the Global Coalition on Aging (GCOA) in partnership with Oxford University’s Harris Manchester College. The ICAA leader presented association best practices that encourage older adults to recognize their potential and be active in society.
The institutions convened the meeting “to develop concrete solutions and accelerate innovation around creating a Silver Economy where aging populations are part of the economic growth equation,” according to the OECD’s post-event release. “Experts across business, academic, government and nonprofit sectors mapped out the opportunities of shifting perceptions of aging from dependent costs to society to active, engaged and productive resources. … [A] thriving Silver Economy is a realistic possibility, but will depend on which policy options are adopted and how people react to them.”
Participants in the expert consultation “identified possible solutions, forged new partnerships, captured views on key issues and developed concrete ideas for a reinvented view of how society can optimistically address the challenges presented by the world’s aging population,” the OECD reports. “Some ideas discussed included overarching concepts such as a jobs and skills strategy that takes account of new technological developments and the economic and social potential of the older populations, awareness and prevention programs to encourage longer and healthier lives.”
ICAA advisor honored
Barbara Resnick, PhD, CRNP, a member of ICAA’s Scientific Advisory Board, received an honorary doctor of science degree from the State University of New York at the 2014 Upstate Medical University Commencement in May. Resnick spoke at commencement ceremonies for Upstate’s colleges of Nursing and Health Professions.
Recognized for her innovative work in geriatrics, Resnick is a professor in the Department of Organizational Systems and Adult Health at the University of Maryland School of Nursing; holds the Sonya Ziporkin Gershowitz Chair in Gerontology at the School of Nursing; and maintains a clinical/faculty position with clinical work at Roland Park Place, a lifecare community in Baltimore. She is a former president of the American Geriatrics Society.
Active Aging Week adds ‘specialty days’
ICAA’s Active Aging Week®, held September 21–27 this year, introduces specialty days that event hosts can use to focus activities for each day within the week’s overall theme, “Let the adventure begin.” These specialty days offer Active Aging Week hosts free resources on featured topics. Hosts can also partner with the health promotion campaign’s sponsoring organizations that are sharing free information and invitations to join their events. These include EnerG® by Aegis, Healthways SilverSneakers® Fitness Program, Institute for Preventive Foot Health (supported by Thor•Lo, Inc.), National Council on Aging/Falls Free® Initiative OR Coalition, and Performance Health Systems. To learn more about Active Aging Week specialty days, see www.icaa.cc/aaw.htm.
ICAA launches half-day Virtual Summit
More than 120 active-aging professionals launched their computers on June 17, 2014, to attend the ICAA Virtual Summit. Sponsored by Precor and HydroWorx, the association’s first-ever online conference allowed registrants and their staff to spend the day immersed in wellness-program planning and delivery. Attendees could take in any or all of the six educational presentations delivered over the 4.5-hour event. Handouts and worksheets were provided.
Recordings of the Virtual Summit and handouts are now available in the ICAA Member Zone (www.icaa.cc/category.asp?categoryID=94&type=5). Organizational and ICAA 100 members may view recordings by entering their login and password; individual members and nonmembers may purchase recordings. For details, call ICAA toll-free at 866-335-9777.
Maestro marks milestones
David Dworkin, president of Conductorcise® LLC, celebrates two significant birthdays in 2014 with a Conductorcise celebration program at the ICAA Conference 2014 in November. An active-aging role model, Dworkin turned 80 in July. His efforts as an ICAA Master Champion were highlighted in the recent article “Champions of active aging: Role models encourage change” (Journal on Active Aging®, March/April 2014). The Maestro is also marking the 10th birthday of his Conductorcise program in 2014. The program—which offers participants “a sound workout for mind, body and soul”—won an ICAA Innovators Award in 2008. For more information about Dworkin’s session and ICAA’s upcoming conference, visit www.icaa.cc/conferenceandevents/overview.htm.
Spreading the word
ICAA promotes the message of active aging to audiences of all kinds and collaborates to promote a culture that supports it. Recent opportunities include the two highlighted below:
• From May 22 to 25, association head Colin Milner presented on active aging at the first annual Health & Wellness Open House held at PARC Retirement Living’s four independent-living residences in metropolitan Vancouver, Canada. PARC (formerly Pacific Arbour Retirement Communities) launched its Independent Living+ program at the event.
• At an international meeting in Hong Kong, Milner delivered a keynote session called “Building a Foundation for Active Aging in the 21st Century.” Focused on the theme of “Transforming the future of population aging,” the inaugural Active Aging and Quality of Life conference took place June 5–6 at Hong Kong Baptist University in Kowloon.
ICAA's CEO to tell OECD that building the foundation for new social contracts is crucial to managing population aging
Colin Milner to present ICAA best practices at one-day meeting aimed at 'accelerating innovation for active and productive aging'
Moving beyond the status quo, 2014 ICAA Conference to feature rapid-fire discussion of aging trends and solutions from industry thought leaders
If there’s one thing most politicians and business leaders can agree on these days, it’s the urgent need to deal with a rapidly aging population. With the 50+ demographic swelling exponentially in size, and with current models falling short of responding to the shift, new ways must be found to not only address the issues created by their rising numbers, but also to make the most of the opportunities arising from the ongoing quest to improve the quality of life for older adults. The old ways won’t be enough.
That message of change will be resonating loud and clear at this year’s 2014 ICAA (International Council on Active Aging) Conference. Held from Nov. 13 to 15 at the Orange County Convention Center in Orlando, Florida, the event will feature 50 new presenters, social gatherings, ICAA Awards ceremonies and a trade show component – all under the banner Moving Beyond The Status Quo.
To learn more
Survey finds active aging industry poised to meet older adults' lifestyle and wellness preferences
Is the active-aging industry ready to deliver the lifestyle and wellness options that older consumers are seeking to improve their quality of life?
That was the question in the Wellness Readiness Survey 2014, conducted by the International Council on Active Aging (ICAA), the association that leads, connects and defines the active-aging industry, and sponsored by fitness equipment manufacturer Precor Inc.
“The results are very encouraging,” says Colin Milner, CEO of ICAA. “Contrary to what is occurring in most industries throughout the world, ICAA’s findings show a high level of readiness – and response – to aging consumers who are demanding more out of life than the medical model provides. Today’s older consumers are driving an expectation economy based on their life experiences, and seeking to maintain their quality of life for as long as possible. Organizations making up the active-aging industry have already begun introducing a multitude of products, services, programs and environments to accomplish this.”
To learn more
Industry leader receives ICAA INSPIRE Award
The International Council on Active Aging (ICAA) has named Jim Throneburg, CEO of THOR•LO, Inc., the 2014 recipient of the ICAA INSPIRE Award. This award recognizes individuals or organizations for their exceptional and lasting contributions to the active-aging industry, and to improving the lives of older adults.
To learn more
ICAA introduces advisor
Behavioral sciences expert Michael R. Mantell, PhD, recently joined ICAA's Scientific Advisory Board. ICAA extends him a warm welcome.
Author of two best-selling books and writer for the Huffington Post, Mantell provides behavioral sciences coaching for health, wellness and performance enhancement through his company, Michael R. Mantell, Inc. He is the Senior Fitness Consultant for Behavioral Sciences for the American Council on Exercise (ACE) in San Diego, California; and a Sports Medicine Team member at the Sporting Club of San Diego, where he specializes in fitness behavioral science.
Canadian ministers consult with ICAA
The International Council on Active Aging® (ICAA) took part in a post-budget consultation with Canadian government ministers in Vancouver, British Columbia, earlier this year. Founder and CEO Colin Milner met with Alice Wong, minister of state (seniors), and Kevin Sorenson, minister of state (finance), as well as community leaders to discuss key measures in Canada’s Economic Action Plan 2014 intended to support older adults. The ministers also consulted participants about the most recent federal budget. Milner provided input about the budget and how responsive it is to the needs of the older population.
ICAA advisor named to AMDA board
Kevin O’Neil, MD, Brookdale Senior Living’s chief medical officer, was elected to the board of directors of the American Medical Directors Association (AMDA)–Society of Post-Acute and Long-Term Care Medicine during the association’s 2014 annual conference. O’Neil, a member of the ICAA Scientific Advisory Board, was elected as an AMDA House of Delegates representative after speaking about the importance of quality communication in long-term care for residents, and expressing interest in disseminating good ideas and best practices for senior care while reducing healthcare costs. O’Neil says the election “gives me an additional opportunity to help long-term care providers deliver the highest quality of care to a population that so deserves our trust and respect.”
ICAA welcomes new advisor
The International Council on Active Aging (ICAA) announces that Lawrence Biscontini, MA, has joined the ICAA Advisory Board. Biscontini, a Mindful Movement Specialist, has received multiple awards from the American Council on Exercise, IDEA & Inner IDEA, canfitpro (Canadian Association of Fitness Professionals), and ECA. He currently serves as Senior VIP Consultant for Power Music.
International meetings support active aging
Last fall was a flurry of activity for ICAA’s CEO, Colin Milner, who participated in several international meetings where he discussed ways to support older-adult well-being in an aging population. Among these engagements were:
• “The Summit on the Global Agenda 2013,” which took place November 18-20 in Abu Dhabi, United Arab Emirates. The annual brainstorming session brings together the members of the World Economic Forum’s Network of Global Agenda Councils to discuss key global challenges and make recommendations.
• A World Economic Forum meeting in Geneva, Switzerland, early in December in which Milner, who chairs the Global Agenda Council on Aging’s subcommittee on age-friendly business principles, discussed the seven guiding principles developed by the committee with Fortune 100 companies.
• “Preparing for Prosperous Longevity in Asia,” a roundtable discussion in Hong Kong on December 11. Organized by the World Economic Forum, this event was part of a Forum initiative called “Developing Future Social Protection Systems–Preparing for Prosperous Longevity.” The initiative includes a focus on sustainable well-being for older adults, among other things.
While in Asia, Milner also visited YS Foundation, an ICAA member in Taiwan. Milner spent a day in Taipei learning more about what the foundation does and how it is helping the people of Taiwan to change the way they age.
Answering ICAA survey reaps reward
ICAA sends a big shout out to everyone who responded to the recent ICAA Wellness Readiness Survey. You are playing an important role in guiding the development of the active-aging industry by sharing your practices. The survey’s topline results are now posted on the ICAA website under industry research (see www.icaa.cc/business/research.htm for information).
As a way of saying thank you to the over 800 respondents, ICAA invited individuals to enter their emails into a drawing for an iPad® mini. Responses to ICAA surveys are strictly confidential. For the draw, ICAA devised a process that ensured emails were not associated in any way with information entered into the survey.
Congratulations to ICAA Wellness Readiness Survey respondents Thania Averett at the Southern Mississippi Planning and Development District, and Vicki Gregory at Westminster Village, West Lafayette Inc. (Indiana), who each received the iPad prize.
April 29 Webinar: Why Water Matters in a Retirement Community Wellness Club
Sponsored by HydroWorx
Tuesday, April 29, 2014
10:00 am Pacific, 12 noon Central, 1:00 pm Eastern
Is investing in a swimming or therapy pool worth it? Nicholas Drey, MS, Director of Wellness, presents a case study of how to build a successful and thriving wellness center by including a swimming pool and smaller therapeutic pool along with the land-based fitness options. Find out how this community uses the pool to generate additional revenue and create success for clients.
To register, click here
New white paper! How to plan a comprehensive wellness program
Are you looking for a blueprint to bring together many activities and departments into a single, comprehensive wellness program? One that is more efficient as well as more effective? How about an authoritative resource for senior management and older adults? ICAA has just released a new white paper, “Key elements for developing a wellness program for older adults,” that features a template for developing a culture focused on well-being, and outlines the seven elements that underpin an effective wellness platform: priority, people, planning, programs, problem-solving, promotion, performance. You’ll also find definitions of a wellness model, a wellness culture and a wellness program, both formal and informal.
Click here to download the “Key elements for developing a wellness program for older adults”
Announcing the career path for wellness professionals
How do you staff the wellness program? What are the training needs? What do educators need to know to prepare students? Based in the input of multiple work groups and advisors, the just-released, “ICAA Career path for wellness professionals” is a roadmap for individuals and organizations that offers improved consistency and clarity on roles and responsibilities, along with education and skills development. The career path also outlines the education and skills required to advance from entry level to middle-management and senior management positions.
Click here to download the “ICAA Career path for wellness professionals”
May focuses on older adults and physical activity
May is Older Americans Month, with this year’s theme “Safe Today, Healthy Tomorrow” intended to focus on injury prevention.
For resources, click here
May is also National Physical Fitness and Sports Month.
For ideas and resources, click here
September features Active Aging Week
Block out September 21-27, 2014 on the calendar, and start preparing for Active Aging Week. This year’s theme is “Let the adventure begin,” and it’s a great way to connect with the dimensions of wellness. Your adventure begins when planning what you will do during the week. As a host, you get to choose the events and activities you offer. That gives you the freedom to customize your week to your population and resources. Offer one event or many—it’s up to you.
For your Active Aging Week inspiration, click here
ICAA spreads the word about 'Nine Principles'
ICAA launched its Nine Principles of Active Aging in late 2012 to guide governments, product and service providers, employers, and the healthcare industry in how they respond to population aging. To support the growth of active aging and the active-aging industry, CEO Colin Milner has presented on this model at different events throughout the year. Among his recent engagements are:
Senior Centers 2013: Where Do We Grow from Here?"--Held in early October, the National Council on Aging's National Institute of Senior Centers Annual Conference featured "Building the Foundation for Active Aging," a keynote in which Milner introduced the Nine Principles and showed how they will impact centers both now and in the future.
"Get on the Boomer Bus"--On November 8, Milner opened the Centralina Area Agency on Aging Annual Conference in Charlotte, North Carolina, with a plenary session on the Nine Principles; attendees included a large number of representatives from the region's senior centers.
And, as this issue goes to press, Milner is scheduled to present on the Nine Principles at a breakfast event hosted by Active Ageing Australia on November 14 in Adelaide, South Australia.
ICAA Forum to 'think globally, act locally'
As of press time, the International Council on Active Aging (ICAA) is gearing up for the ICAA Conference 2013, which takes place November 21--23 in San Diego, California. The end-of-year ICAA Forum, held concurrently with the annual conference, brings together ICAA leaders, advisors and ICAA 100 members and invited guests to discuss a topic relevant to advancing the active-aging industry. This year's meeting will look at work being done around the world today by the World Economic Forum, European Union and others to promote active aging. Forum attendees will discuss global efforts that are appropriate for the industry to adopt, and strategize how to apply these on a local level.
Reinforcing this work, ICAA CEO Colin Milner will chair a subgroup on population aging for the World Economic Forum's Global Agenda Council on Ageing. This group will focus on what needs to occur for society to fully realize the benefits of an aging society.
ICAA’s CEO renews WEF network participation
Colin Milner, founder and CEO of the International Council on Active Aging® (ICAA), will take part for the sixth consecutive year in the World Economic Forum’s Network of Global Agenda Councils. Through this network, thought leaders in business, government, academia, society, and international organizations address key global issues and opportunities, including population aging.
The World Economic Forum, based in Geneva, Switzerland, is an independent, nonprofit organization “committed to improving the state of the world by engaging leaders in partnerships to shape global, regional and industry agendas.” The Network of Global Agenda Councils is designed to further the WEF’s mission and strategic vision, and tackle global issues of vital importance. Each of the network’s 80-plus councils brings together a community of 15–20 international experts to “provide interdisciplinary thinking, stimulate dialogue, shape agendas and catalyze initiatives.” These communities encourage new thinking and solutions.
Milner looks forward to sharing his knowledge with the Network’s Global Agenda Council on Ageing 2013, as well as participating in the Summit on the Global Agenda to be held in Abu Dhabi, United Arab Emirates, in November.
ICAA forms global alliances to support active aging
Efforts are underway to more closely connect governmental agencies and for-profit and nonprofit organizations around the world that are striving to promote active aging. ICAA is working to create a global network of organizations that support and learn from each other. As a start, the association has established informal alliances with the following four organizations:
• Active Ageing Australia, a for-profit member organization, “promotes physical activity for a lifetime of health.”
• Australian Human Rights Commission, an independent statutory organization created by and reporting to Australia’s federal parliament, works to promote and protect human rights in that country.
• British Heart Foundation National Centre for Physical Activity and Health, part of Loughborough University’s School of Sport, Exercise and Health Sciences, is a leader in promoting physical activity and health in the United Kingdom.
• Council for Third Age (C3A), an independent organization set up to promote active aging, has evolved into a “catalytic role” and now “aims to create a vibrant pro-age Singapore.”
The goal is to expand the network of collaborating organizations, over time, to many other countries.
Supporting ICAA’s alliance with the two Australian organizations, CEO Colin Milner will visit in November to give presentations at events for both Active Ageing Australia and the Australian Human Rights Commission. Milner will talk about some trends in active aging on a global level.
Coalition supports call to promote walking
As a member organization of the Osteoarthritis Action Alliance, ICAA signed a letter that the Arthritis Foundation sent to the United States Surgeon General Regina Benjamin on April 30 in support of her Call to Action on Walking. The letter was submitted in response to an invitation for public comments. Noting full support for the Surgeon General’s initiative, the OA Action Alliance collectively requested that the call to action include:
- recognition that arthritis is a chronic condition that results in health and physical activity disparities
- information about the Arthritis Foundation’s evidence-based Walk With Ease Program
- strategies and tactics from the Arthritis Foundation’s 2012 report, “Environmental and Policy Strategies to Increase Physical Activity Among Adults with Arthritis”
ICAA separately submitted a comment supporting the Call to Action.
The OA Action Alliance, established in 2011, is a coalition of 45 organizations that collaborate “to prevent and control osteoarthritis by promoting effective programs, policies and communication strategies.” To learn more about OA Action Alliance, visit www.oaaction.org.
Spreading the word
ICAA supports active-aging education for professionals who fulfill fitness and wellness roles in different sectors. Recent examples include the following:
- As of press time, ICAA leader Colin Milner will present on “The Wellness Revolution” at canfitpro’s 20th annual conference in Toronto, Ontario, on Friday, August 16. Canfitpro is Canada’s association for fitness professionals.
- ICAA’s Chief Operating Officer, Julie Milner, currently serves on the advisory board for the Department of Recreation Studies at Langara College, Vancouver, British Columbia. The college, which has a two-year Recreation Leadership Diploma Program, also offers a new Bachelor of Recreation Management degree (third and fourth year). More information is available online at www.langara.bc.ca/departments/recreation/index.html.
ICAA Forum 2013: bridging wellness to healthcare
To discuss the relevance of wellness to the changes in healthcare caused by the Affordable Care Act in the United States, the ICAA Forum 2013 was convened by the International Council on Active Aging® in May 2013.
Executives and senior managers in age-qualified housing and home care, fitness, and wellness services discussed the opportunities and challenges for building a bridge between wellness services and medical care. Attendees at the ICAA Forum are invited because they work in organizations with multiple locations, and have the ability to influence a large number of organizations and older adults.
The Forum’s topic was strategic opportunities for providers of older-adult housing and wellness services to partner with hospitals to help reduce readmissions, or assist Accountable Care Organizations and physicians in managing chronic conditions. What will improve the health and quality of life among older adults and meet business objectives?
Unique to this discussion was the population of older adults who live independently or with some assistance (but not skilled nursing), and the delivery of services that the older adults pay for themselves, out of pocket, without insurance reimbursement.
The discussion was informed by representatives presenting the points of view and experiences of geriatric medicine, a hospital system, nonmedical home care services, accountable care organizations and healthcare policy, and retirement communities.
There was a general consensus that a business opportunity exists for wellness providers to become the bridge between older adults and the medical world. However, in order to position wellness as a partner to healthcare providers, preparation would likely include:
- defining the word wellness;
- implementing a system to track outcomes and monitor the progress of individuals; and
- bringing together multiple organizations that would themselves partner to develop a unified message describing the value of wellness services, which could then be used to raise awareness among medical providers and policymakers.
ICAA is evaluating the suggestions made by attendees and presenters that are feasible for the association to lead.
Thanks to ICAA Forum 2013 sponsors: Cornell Communications, Keiser, LifeTrail Advanced Wellness System by Playworld Systems, Matrix Fitness, Morrison Management Specialists, NuStep Inc., SCIFIT and Technogym USA.
Active Aging Week aligns with falls awareness effort
As a proponent of living well at any age, ICAA belongs to the Falls Free Coalition, a national coalition of organizations led by the nonprofit National Council on Aging (NCOA). Falls Free works to address the issue of falls and fall-related injuries and deaths in older adults. This year, to increase public awareness about how to prevent and reduce falls in this population, ICAA is encouraging hosts of its annual Active Aging Week health promotion campaign, held September 22–28 in 2013, to create events surrounding National Falls Prevention Awareness Day, observed on Sunday, September 22.
Active Aging Week promotes living well at any age and the benefits for older adults of leading a healthier, more active lifestyle. Sponsors for 2013 include EnerG by Aegis™, Falls Free, Healthways SilverSneakers® Fitness Program, Institute for Preventive Foot Health, National Council on Aging, and THORLO, Inc. To learn more about Active Aging Week, visit www.icaa.cc/aaw.htm.
A trio of new advisors joins ICAA board
In its daily operations and its role as global advocate for active aging, ICAA benefits from the diverse expertise provided by its Advisory Board members. Three professionals have recently joined the Scientific and Industry Advisory boards, placing their skills, knowledge and experience at the service of ICAA and the ICAA community. The association welcomes these advisors:
James Huysman, PsyD, LCSW, aka Dr. Jamie, is a fierce advocate of integrated healthcare and a workforce in touch with its own wellness. Huysman has almost 30 years of medical and behavioral health experience in nonprofit and for-profit corporate leadership roles; he currently works as vice president of provider relations and government affairs for WellMed Medical Management. In addition, he is one of a specially selected panel to craft the new National Association of Social Workers’ “Standards for Social Work Practice with Family Caregivers of Older Adults.” Huysman also serves as an Advisory Board Member for the National Association of Area Agencies on Aging (n4A) Managed Care Advisory Council.
Barbara Kleger, BS, CAASH, has been serving the senior housing industry since 1978. Currently president of Kleger associates (a division of KD Partners, LLC), she specializes in strategic planning, consumer research, and marketing for active adult and full service retirement communities. She has personally served over 350 clients and surveyed more than one million households. The National Association of Senior Living Industries (NASLI) and the National Association of Home Builders (NAHB) have presented Kleger with distinguished service awards for her exceptional leadership and commitment to enhancing the lives of older adults. She also received the NAHB 50+ Housing Council’s 2009 national Icon of the Industry award.
Stephanie Wong, BA, has been involved in providing fitness services through healthcare providers for more than 20 years. As vice president of field operations for Healthways, Wong oversees a national field team of more than 140 who deliver the company’s fitness initiatives, including the SilverSneakers Fitness Program, a leading program designed exclusively for older adults. Her responsibilities include leadership and oversight of field operations, product delivery, and health plan integration to deliver timely and cost-effective execution of these programs. In 2009, Wong’s significant contributions and leadership skills were recognized with the Healthways Excellence in Well-being and Prevention Award.
ICAA thanks these individuals for their commitment. In addition, the association wants to recognize the service of those who have stepped down from the board in recent months and thank them for their support. Among these are charter board members Sandy Coffman, Jessie Jones, Phil Page and Michael Rogers.
ICAA Supplier Advisory Board announced
With their diverse backgrounds, experience and geography, these individuals will create insights and recommendations to help ICAA improve the delivery of active-aging solutions. Board members include:
- Nathanel Eisenberg, CEO, CogniFit
- Anson Flake, CEO, HydroWorx
- Herb Flentye, CEO, SPRI Products
- Don Gronachan, Director of Marketing Communication, Biodex Medical Systems
- Lee Hillman, CEO, Performance Health Systems, LLC
- Jeff Kohl, COO, Red Door Spas–Elizabeth Arden
- Crystal Romberger, Business Development Specialist, Ball Dynamics International, LLC
- Jocelyn Vande Velde, Director Education & Sales Training, Matrix Fitness
ICAA adds marketing division, reboots website
The International Council on Active Aging® (ICAA) recently ramped up its capabilities to serve the active-aging industry and assist members in achieving optimal success. First, the association created the ICAA Mature Marketing Network, a new entity within ICAA that will provide resources and tools to enhance members’ marketing efforts. Then, to be able to deliver more information, education and practical support to the active-aging community moving forward, ICAA relaunched its website on March 5. Watch for an article about the new website in the next issue of the Journal on Active Aging®. In the meantime, visit www.icaa.cc to check out the site’s features, or call ICAA toll-free at 866-335-9777 to book a staff-led tour.
Active Aging Week focuses on community
Now that spring has arrived, the thoughts of veteran hosts turn to Active Aging Week. Developed by ICAA, this annual health promotion campaign takes place in the last full week of September—September 22–28 in 2013. But the planning cycle starts months earlier. Each year, ICAA selects a theme to help hosts plan and market their Active Aging Week offerings, and this year, the theme is “Discover your community.” Event sponsors include EnerG by Aegis™, Healthways SilverSneakers® Fitness Program and 24 Hour Fitness.
ICAA’s online learning covers range of topics
As an association whose mission includes education, ICAA offers educational programs for professionals across the active-aging spectrum through a variety of platforms, including webinars. Among recent topics in the ICAA Webinar Series are benchmarks, increasing occupancy, and aquatic exercise benefits for people with Parkinson’s disease (sponsored by HydroWorx). Registration is fee-based for some sessions and complimentary for others. For an overview of upcoming webinars, go to www.icaa.cc/conferenceandevents/webinars.htm. Click on “Webinar library” in the left menu to find out how to view past offerings (available to ICAA 100 and Organization members only). Call ICAA toll-free at 866-335-9777 for more details.
Two media outlets profile ICAA’s founder
Colin Milner, ICAA’s founder and CEO, spreads the word about active aging across North America and around the world. Recently, two media outlets profiled Milner, allowing him to highlight active aging and its benefits for two very different audiences. First, Fitness Business Canada featured the ICAA leader in the cover story for its March/April 2013 issue. The article—called “Changing the way we age”—described ICAA, its mission “and what this all means to the fitness industry.” Then, Korean Broadcasting System (KBS), a major television network in South Korea, interviewed Milner and consultant Wayne Phillips, PhD, at Covenant Village of Northbrook, Illinois, for a three-part documentary on longevity airing in April. KBS also interviewed residents of Covenant Village, and filmed staff leading a group-exercise class.
Roundup: some developments in brief
• The National Association of Home Builders’ 50+ Housing Council invited ICAA CEO Colin Milner to help judge its 2013 Best of Housing 50+ Awards. Recipients were announced in January. See “Industry news” (pages 8 and 12) for news from some winners.
• As of press time, Milner is gearing up to present at NAYDO 2013: the 32nd Annual Conference on YMCA Philanthropy, to be held April 10–13 in Vancouver, British Columbia. Together with YMCA of Metro Atlanta’s Kristen Obaranec, Milner will offer the seminar “Marketing the Y Cause to Baby Boomers.”
ICAA participates in Canada’s pre-budget consultations
With Canada’s government preparing for the next federal budget, Minister of State for Seniors Alice Wong hosted a series of roundtables in early 2013 to consult with key stakeholders working to enhance the lives of older Canadians. International Council on Active Aging® CEO Colin Milner was invited to the meeting in Vancouver, British Columbia. At Wong’s request, Milner and the representatives of other invited organizations discussed their 2013 budget priorities related to older adults. The minister, whose portfolio falls within Human Resources and Skills Development Canada, also sought views on how to support jobs and economic growth for older adults.
Partnership launched to inform long-term care managers on wellness
ICAA and ADVANCE for Long-Term Care Management (ADVANCE) have joined forces to supply long-term care managers and directors of nursing with resources geared to providing the best quality of care. ADVANCE, a print publication and website, offers clinical and business information to top-management personnel in assisted living communities, nursing homes, continuing care retirement communities and skilled nursing facilities.
ICAA welcomes three new advisors
A trio of professionals recently joined the ICAA Advisory Board, bringing skills, knowledge and experience in the older-adult marketplace that will benefit ICAA and the ICAA community. The association warmly welcomes:
Helen Foster, BA, principal, Foster Strategy, LLC. Foster is a nationally recognized marketing and development strategist specializing in age-qualified real estate. She consults with clients to identify age 50-plus market opportunities. Her experience includes active-adult developments, continuing care retirement communities, master plan communities, urban planners and retailers.
Jeff Glaze, MBA, senior vice president and chief operations manager, ABHOW. Responsible for operations of ABHOW’s continuing care retirement communities, Glaze has three decades of leadership in senior living and healthcare financial management and business plannings. ABHOW’s culture of successful aging aligns with ICAA’s vision, says Glaze, who adds that he’s excited about contributing to the association.
Ronda Watson, RD, senior vice president of culinary service and Engage Life, Atria Senior Living. Watson manages the customer experience for residents in Atria’s 125-plus communities across the United States through the company’s culinary and Engage Life programs, both designed to keep residents active, healthy and fulfilled.
ICAA extends a warm welcome to these new Advisory Board Members, and thanks them for their support. Thanks also go to exiting board members for their service.
Organizations honored for active-aging marketing campaigns
What do some forward-thinking marketers for libraries, retirement communities and fitness centers have in common, beyond their customer base? They are driving campaigns that take a fresh perspective on adults 50+—marketing their organizations to individuals who are engaged in life to the best of their abilities. Those organizations are winners of the 2012 International Council on Active Aging (ICAA) Rebranding Aging awards, which honor marketing campaigns in four major categories that present “positive, realistic views of aging,” said ICAA CEO Colin Milner.
ICAA reveals winners of the 2012 ICAA Innovators Awards
The International Council on Active Aging® has selected five programs to receive a 2012 ICAA Innovators Award. ICAA’s annual awards program spotlights creativity and excellence in active aging, recognizing those that are leading the way, setting new standards, and making a difference in the lives of older adults. Award-winners target any or all of the seven dimensions of wellness promoted by the association—social, emotional, vocational, spiritual, intellectual, physical and environmental—to support age 50-plus adults in living well.
The Orchards at Southington wins 2012 ICAA Green Award
The International Council on Active Aging® (ICAA) has selected The Orchards at Southington, a nonprofit independent and assisted living community in Southington, Connecticut, to receive its 2012 ICAA Green Award.
ADVANCE Announces Partnership with ICAA
To provide its long-term care community of managers and DONs with more resources geared toward providing the best quality of care while maintaining state-of-the-art programs, ADVANCE for Long-Term Care Management announces a new partnership with the International Council on Active Aging (ICAA). ICAA is an organization of approximately 9,000 senior facilities and retirement communities that share the common interest of encouraging older adults to pursue active, healthy lifestyles via active-aging education, information, and resources.
HUR Health and Fitness Equipment wins 2012 ICAA Innovative Solutions Award
The International Council on Active Aging® (ICAA) has selected HUR Health and Fitness Equipment’s Smart Card System, integrated with HUR strength machines and iBalance Testing Systems, as the winner of the 2012 ICAA Innovative Solutions Award. A category of the annual ICAA Innovators Awards program, the Innovative Solutions Award specifically recognizes creative products or services for the active-aging industry and active older adults.
ICAA's CEO pens blog for World Economic Forum entitled, Why ignore 810 million potential consumers?
For the past 66 years, corporations around the world have profited from the baby boomer market. As baby boomers now swell the ranks of the 810 million people aged 60 and over, their economic impact continues to be felt. “Thirty years ago there were no ‘aged economies’ in which consumption by older people surpassed that of youth. In 2010, there were 23 aged economies, and by 2040 there will be 89.”
ICAA’s Colin Milner reveals 10 trends in active aging that are changing the face of today’s fitness industry
“The fitness industry as we’ve known is evolving and everyone involved—from owners/managers to instructors to product designers to sales people—need to be aware of this shift and the opportunities a burgeoning 50-plus market will create,” asserts Colin Milner, founder and CEO of the International Council on Active Aging® (ICAA). Milner, who recently returned from keynoting the World Congress on Active Aging in the UK, urges industry stakeholders in North America to pay attention to the following trends to ensure their businesses thrive now and in the future.
ICAA announces recipient of its 2011 INSPIRE Award
This awards program recognizes individuals or organizations for their exceptional and lasting contributions to the active-aging industry. These organizations are making a difference in the lives of older adults and the active-aging industry.
ICAA’s Colin Milner to bring active-aging insights to two major international forums
Colin Milner, founder and CEO of the International Council on Active Aging® (ICAA) will take part in the World Economic Forum (WEF)’s Summit of the Global Agenda , to be held November 12-14 in Dubai, United Arab Emirates. According to the WEF, the summit “is the world’s largest brainstorming meeting, aimed at shaping the global agenda by bringing together the most relevant thought leaders of the WEF’s Network of Global Agenda Councils.” In conjunction with the summit invitation, Milner was invited for the fifth consecutive year to be a global advisor in the network.
ICAA applauds World Health Organization resolution to promote active aging among its member states worldwide
Last week, close to 3,000 health ministers and senior health officials at the 65th World Health Assembly in Geneva highlighted "strengthening...policies to promote active aging" as a key resolution in the effort to ensure optimal health and wellbeing for older adults throughout the world. That resolution, which comes just weeks before the World Congress on Active Ageing in Scotland, "demonstrates the global spread of the concept ICAA embraced when it was founded over a decade ago," says Colin Milner, founder and CEO of the International Council on Active Aging.
Spreading the word
In November 2012, Kay Van Nor-man, president of Brilliant Aging and ICAA Advisory Board Member, will speak at a conference in Taiwan organized by the Aerobic Fitness Health Association of the Republic of China, with support from Taipei Physical Education College and several fitness-related organizations. Van Norman’s book Exercise and Wellness for Older Adults, Second Edition (Human Kinet-ics, 2010) was translated into Chinese in 2011.
On June 28, ICAA CEO Colin Mil-ner will present a seminar at the 50+ Housing Forum during PCBC 2012: Powered by Connections, a home-builders conference in San Francisco, California. Milner’s session, "The Future of Active Aging," will look at the importance of wellness for build- ers and developers of retirement communities.•
Milner recently traveled to Alfred, New York, to keynote the Eighth Annual Conference on Aging, hosted by New York’s Allegany County Community Partnership on Aging, and organized by the Allegany/Western Steuben Rural Health Network. Held at Alfred University on April 26, this event was sponsored by the university’s Gerontology Program.
ICAA leader, advisor involved in international meetingIn August 2012
ICAA’s Colin Milner will be in Glasgow, Scotland, for the Eighth World Congress on Active Age-ing: A Celebration of Inclusion and Di-versity in Active Ageing. Approximately 3,000 WCAA delegates are expected to hear his keynote presentation on promoting and marketing exercise to older adults. Organized by the Interna-tional Coalition for Aging and Physical Activity, WCAA brings the scientific community together every four years in an international scientific congress on aging and physical activity. Cohosts of the 2012 event are Glasgow Caledonian University and the British Heart Foun-dation National Centre for Physical Ac-tivity and Health. ICAA Advisory Board Member Bob Laventure is a consultant with the British Heart Foundation
ICAA leader hosts BC’s age-friendly videos
As part of its Age-friendly BC initiative, the British Columbia Ministry of Health will release a series of 10 online videos to help governments and communities across the Canadian province create age-friendly environments. ICAA’s Colin Milner hosts the videos, which will be available at www.seniorsbc.ca/agefriendly. Milner has served on the provincial government’s Seniors Healthy Living Advisory Network since March 2009.
ICAA cosponsors coalition’s policy document
Since April 2011, ICAA has participated in the Osteoarthritis (OA) Action Alliance, a coalition of concerned organizations working together to elevate OA as a national health priority in the United States. The Alliance, led by the Arthritis Foundation and the Centers for Disease Control and Prevention, will launch its first report in May 2012 at a Capitol Hill briefing in Washington, DC. Titled “Environmental and Policy Strategies to Increase Physical Activity Among Adults with Arthritis,” the report is cosponsored by ICAA. Watch for more information.
ICAA’s founder illuminates aging trends
Entrepreneurs, experts and corporate representatives heard global perspectives on trends in aging from a panel of experts—including the International Council on Active Aging’s founder and CEO—at the What’s Next Boomer Business Summit Speaker/Sponsor Event in Washington, DC, on March 27, 2012. Joining ICAA’s Colin Milner on the panel were Sandra Timmermann, EdD, executive director, MetLife Mature Market Institute; and Simon Stevens, executive vice president, UnitedHealth Group, and president, Global Health. Jeffrey Makowka, senior strategic advisor with AARP’s new Thought Leadership group, moderated the discussion.
Ambitious agenda set for ICAA Forum
Invited active-aging leaders will gather in the Washington, DC, area on May 22, 2012, for the ICAA Forum (formerly Strategy Session), an annual think tank that identifies directions and actions to aid the industry in promoting older-adult quality of life. On the agenda? Creating an action plan for the industry that addresses various facets of aging, including people’s environments. Gretchen Addi, associate partner at IDEO—a strategic innovation company—will help translate ideas into actions. Sponsors include the American Council on Exercise, Keiser Corporation, NuStep Inc., Technogym USA, HUR Health and Fitness Equipment, LifeConnect, and Morrison Senior Living.
Spreading the word
• Colin Milner, ICAA’s CEO, was a featured speaker at the US PLAY Coalition 2012 Conference on the Value of Play: Multi-Generational Actions and Strategies, held February 26–29 at Clemson University, South Carolina. Milner’s presentation focused on play and aging.
• In early March, Milner took part in an American Baptist Homes of the West board meeting in Fresno, California. Then on March 15, in Newport Beach, he discussed the future of active aging in a keynote address to the 55+ Housing Council of the Building Industry Association of Southern California. “Empowered Aging” was the topic on March 18 when he visited Wheatland Village, a Generations community in Walla Walla, Washington.
Active aging “critical” priority for world leaders, ICAA’s CEO to tell European sports ministers
Colin Milner to present programs and strategies to help boost the impact of active aging in the EU over the next decade
In a keynote address at an upcoming meeting of European Union sports ministers, International Council on Active Aging (ICAA) CEO Colin Milner will caution attendees that active aging must remain a priority, even as the 2012 European Year for Active Ageing and Solidarity between Generations draws to a close. Milner was invited by the board of directors of the prestigious Cyprus Sports Organisation to keynote at the September 21, 2012 gathering.
ICAA in 2011
This end-of-year report highlights some of the association’s activities over the last 12 months
On October 1, 2011, the International Day of Older Persons, the International Council on Active Aging® celebrated the 10th Anniversary of its founding. ICAA staff, advisors, members and allies work to spread the organization’s vision of Changing the Way We Age® and maximize opportunities for healthier, more vital aging. Throughout the year, Advisory Board and Visioning Board members joined ICAA colleagues to develop the five strategies resulting from the ICAA 2020 visioning process (sponsored by Morrison Senior Living).
ICAA trio contribute to groundbreaking book
The World Economic Forum recently released the book Global Population Ageing: Peril or Promise? in which contributors from major health organizations and governmental agencies make recommendations aimed at addressing the challenges—and capturing the potential benefits—of population aging.
This publication is the work of the Global Agenda Council on Ageing Society, which is part of the Forum’s Network of Global Agenda Councils, a “knowledge and intelligence network” dedicated to the world’s most pressing issues. Colin Milner, CEO of the International Council on Active Aging® (ICAA), has served on the network’s councils related to aging issuhttp://www.icaa.cc/profesional_education/webinars/webinar-french.htes since 2008, and is one of three ICAA-connected authors who provided a book chapter on “The Media’s Portrayal of Ageing.” Coauthors of the chapter are Kay Van Norman, ICAA Advisory Board Member and president of consulting firm Brilliant Aging, and Jenifer Milner, editor-in-chief of the Journal on Active Aging®.
Education offered through two new series
ICAA recently launched a pair of educational series for active-aging professionals.
The first is the ICAA Leadership Series, featuring videos of interviews filmed with business and academic leaders filmed at the ICAA Conference. Interviewees share insights into leadership, including what makes a great leader, with host James McPartland of the JMac Performance Group. In the first video, Tufts University’s Miriam Nelson, PhD, offers some practical experience.
The second new offering is the ICAA Webinar Series, an ongoing educational platform for association members. ICAA webinars will cover a range of topics and approaches, with participation in some sessions available at no charge and others for a fee. The first webinar, “Healthy Aging Trends for 2012 and Beyond,” took place February 16, with featured presenter Steve French, MBA, managing partner at the Natural Marketing Institute (NMI). Watch for future sessions.
ICAA Champion tool kit
Through a recently announced partnership between ICAA and the nonprofit Documentary Foundation, an inspiring film about a group of older competitive athletes will be provided free of charge to ICAA Champions in the United States and Canada. The ICAA Champions program is an integral part of ICAA’s Changing the Way We Age® Campaign, launched in May 2011 to transform society’s perceptions of aging and present more realistic, positive views of what it means to be an older adult today.
ICAA on the road
About 300 attendees heard ICAA CEO Colin Milner discuss “Facing the future together,” as part of the California Commission on Aging’s Second Senior Center Stakeholder Forum, held November 14. Looking forward, ICAA representatives will attend the following upcoming events, among others: American Society on Aging’s Aging in America Conference (Washington, DC, March 28–April 1); and the IHRSA Convention and Trade Show (Los Angeles, California, March 14–17).
Active-aging expert to advise ICAA
Renowned geriatrician Maria Fiatarone Singh, MD, FRACP, recently joined the International Council on Active Aging’s Advisory Board, the association is pleased to announce. Fiatarone Singh is the John Sutton Chair of Exercise and Sport Science in the School of Exercise and Sport Science at the University of Sydney, Australia. Board certified in internal medicine and geriatric medicine, the professor is a fellow of the Gerontological Society of America and the Royal Australasian College of Physicians, as well as a member of the American Geriatrics Society and the Australasian Society for Geriatric Medicine. Her research, clinical and teaching career to date has focused on the integration of geriatric medicine, exercise physiology and nutrition as a means to improve quality of life for older adults.
“We’re delighted that Dr. Fiatarone Singh has agreed to serve on the ICAA Advisory Board,” says Colin Milner, the association’s founder and CEO. “She brings to the ICAA community a wealth of knowledge and experience in evidence-based interventions to enhance older-adult health and well-being.”
Staff changes announced
ICAA extended a warm welcome to Patsy LeBlanc, who joined the team in November as Director of Market Development. LeBlanc has worked in the fitness industry for 30 years. Prior to joining ICAA, she was Keiser Corporation’s regional manager (sales), during which time she worked with many retirement communities to implement wellness programs.
Update: ICAA works with Osteoarthritis Action Alliance
In April 2011, ICAA joined the Osteoarthritis (OA) Action Alliance, a new coalition of concerned organizations working collectively to elevate OA as a national health priority. The Alliance is spearheaded by the Arthritis Foundation and the Centers for Disease Control and Prevention in the United States. Pat Ryan, ICAA’s vice president of education, is ICAA’s representative to the physical activity subcommittee of the Alliance. This subcommittee’s first project is to conduct an environmental scan identifying information already available that supports the goal of increasing physical activity among people with OA. So far, Ryan has provided suggestions and resources to the group. She continues to work with colleagues to define the scope and criteria for materials that might be included as resources for others.
Strong message to media, marketers in World Economic Forum's Ground-breaking Book
Chapter by ICAA founder Colin Milner challenges communicators to help transform perceptions of aging
In a newly released book from the World Economic Forum’s Global Agenda Council on Ageing Society, contributors from major health organizations and governmental agencies make recommendations aimed at addressing the challenges—and capturing the potential benefits—of population aging.
Marketers Honored for Ground-Breaking Positive Images of Active Aging
Winners of first-ever ICAA Rebranding Aging awards announced at ICAA 2011.
Goodbye bingo; hello wellness programs, ice cream socials, drawing, painting, traveling, belly dancing and other life-enhancing activities. That’s the message from savvy marketers of organizations targeted to 50+ consumers. Those organizations are winners of the first-ever International Council on Active Aging (ICAA) Rebranding Aging awards, which honor marketing campaigns in three major categories that present “positive, realistic views of aging,” said ICAA Colin Milner. Milner announced the awards at the 10th annual International Council on Active Aging Conference here.
ICAA Offers Older Adults 10 Tips to Become or Remain Healthy in 2012
Governments, communities, businesses, families and individuals can use tips to encourage older adults to achieve a healthy lifestyle.
The International Council on Active Aging (ICAA), the professional association that leads, connects and defines the active-aging industry, searches health-and-wellness research studies every year to find the most relevant to adults ages 50-plus. This year ICAA has sorted through these studies to compile a list of tips that governments, communities, businesses, families and individuals can use to encourage older adults to achieve a healthy lifestyle in 2012 (citations available on request)
Ignoring the 50+ market, businesses open the door for their competitors, expert warns
Failure to prepare for the older-adult market has left "huge gaps"-and created many opportunities, says ICAA CEO Colin Milner
How is society unprepared for older adults? "Let me count the ways," Colin Milner, CEO of the International Council on Active Aging (ICAA) said today in his keynote address at the 10th annual International Council on Active Aging Conference here.
Study: Boomers shifting priorities, redefining aging
Research released today at ICAA 2011 reveals the “me” generation has irrevocably changed
Fundamental shifts in the nation’s largest demographic group are leading to perceptual changes that will influence the market for Boomer-targeted products and services. That’s the word from Steve French, managing partner at the Natural Marketing Institute, who addressed active-aging professionals at the 10th annual International Council on Active Aging conference here. “As Boomers adjust to the new challenges of aging, they’re realizing they have to realign some of their long-held attitudes and behaviors,” said French. “As a result, they are re-inventing themselves, becoming more self-aware and self-responsible, and taking a pragmatic approach that will drive various industries forward.”
Marketers committing business suicide by ignoring 50+ consumers, expert asserts
Targeting that market could boost sales significantly, says ICAA CEO Colin Milner
Boomers and their parents are over 110 million strong. With more than 2 trillion dollars in spending power, they are 47 times richer than their younger counterparts, and account for 55% of discretionary income in the United States. Yet, the vast majority of marketing dollars are spent on adults 35 and younger. In the United Kingdom, for example, a recent survey found that fully 95% of marketing dollars went to this younger age group. "That's business suicide," says Colin Milner, CEO of International Council on Active Aging and a leading authority on the 50+ market.
Support ICAA's Changing the We Age Age Campaign
The ICAA Champions program is one way for organizations and individuals to support ICAA’s Changing the Way We Age® Campaign. Now you can demonstrate that support with a campaign pin. Buy a single pin to wear, or as many as you like to give away, sell or exchange for donations to fund Champion activities. If you believe that now is the time to change the way we age, help spread the word as an ICAA Supporting Champion.
Five initiatives recognized as ICAA’s 2011 Innovators
Award-winning approaches support health, wellness and quality of life for older adults
ICAA is pleased to announce the recipients of the Ninth Annual ICAA Innovators Awards. Established in 2003, this awards program recognizes creativity and excellence in active aging, honoring innovations that are leading the way, setting new standards and making a difference in the lives of older adults. Offerings target any or all of the seven dimensions of wellness promoted by ICAA—namely, social, emotional, vocational, spiritual, intellectual, physical and environmental wellness.
ICAA announces recipient of its 2011 Innovative Solutions Award
Association selects wellness product that challenges balance during exercise
ICAA is pleased to name the Step360 Pro, by SPRI, as the winner of the 2011 ICAA Innovative Solutions Award, a category of its Innovators Awards program. ICAA’s annual awards honor those in the active-aging industry that are leading the way, setting new standards and making a difference in the lives of older adults. The Innovative Solutions Award specifically recognizes North America’s most creative wellness products and services for active older adults. Offerings honored with this award may target any or all of the seven dimensions of wellness promoted by ICAA (i.e., emotional, vocational, physical, spiritual, environmental, social and intellectual wellness).
ICAA honors two organizations with its 2011 Green Award
Award recognizes recipients’ efforts to encourage environmental stewardship
ICAA is pleased to announce the winners of the 2011 ICAA Green Award, a category in the ICAA Innovators Awards program. ICAA’s annual awards honor those in the active-aging industry that are leading the way, setting new standards and making a difference in the lives of older adults. The ICAA Green Award specifically recognizes organizations that encourage environmental stewardship by creating and/or implementing eco-friendly products, services, processes, designs or programs in their settings. This year’s recipients are two senior living communities: Grand Lake Gardens, Oakland, California, and Timber Ridge at Talus, Issaquah, Washington.
ICAA names recipients of its 2011 awards
ICAA has selected the winners of the Ninth Annual ICAA Innovators Awards. Recognizing creativity and excellence in active aging, ICAA’s awards program honors innovations that are leading the way, setting new standards and making a difference in the lives of older adults.
ICAA joins national Go4Life® campaign
New public-private initiative encourages exercise, physical activity for older adults
ICAA announces that it is joining the National Institute on Aging (NIA) at the NIH in Go4Life, a new national exercise and physical activity campaign for people age 50+. The goal of Go4Lifeis to provide resources to older adults that they can use to incorporate exercise and physical activity into their everyday lives. This federal campaign is based on research showing that exercise and physical activity can help people stay healthy and independent, and prevent some of the chronic conditions associated with aging.