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AARP, AWH Team to Bring Fitness to Older Americans

Vienna, VA — It has been long lauded among the “experts” that the Baby Boomer market is the key demographic for health clubs. Well, now there is a way to find them and get them into the health club.

American WholeHealth Inc. (AWH), an Internet-enabled integrative medicine company, which combines conventional medicine and alternative therapies for consumers, practitioners, health plans and employers, has launched a new program for selected gyms, fitness and health clubs, spas and wellness centers that taps the lucrative over 50 age group.

The Gym, Fitness and Health Club, Spa and Wellness Center Network program came about when the American Association of Retired People (AARP), an organization with over 35 million members ages 50-plus, selected AWH to be the exclusive alternative health and wellness network provider to its members, which includes a health club as well as a spa component.

To become part of the new program clubs will pay an $83 monthly fee as part of an annual commitment; a small price for being able to tap AARP's large membership base, according to Keith Coe, chief administrative officer for American WholeHealth Inc.

“The program and all participating clubs will be marketed directly to AARP's 35 million members through multiple print and online marketing channels, beginning this summer,” said Coe. “And, American WholeHealth reaches an additional 34 million individuals through its own relationships with health plans, employers, universities, other associations and government agencies. That's 70 million opportunities for individual club membership sales as a result of participating.”

The program will be marketed to potential members as a discount program, according to Coe. “Participating clubs will be required to offer a discount on initiation fees, one week trial memberships, discounted off-peak memberships, etc.,” he said, adding that discounted monthly dues will not necessarily be a requirement of the program in the beginning.

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