Here in Dallas, a creative guy named Ed Pariso has put together a combination hot rod and bodybuilding and fitness show – and it’s not small potatoes.
He expects attendance to peak at 20,000 this year.
The car show mostly attracts boomers – guys over 40 – but the promoter thinks most attendees will visit the bodybuilding and power lifting hall as well. By the way, that mix attracted Subaru as a corporate sponsor!
And Sheldon Zinberg, the 74-year-old founder of the Nifty After Fifty gyms, has added driving simulators to the usual mix of exercise classes and equipment – part of his effort to attract older adults.
Worth noting: both Ed and Sheldon have paired fitness with activities not normally found in the gym – hot rods and driving simulators.
They’ve found unique ways to attract customers – by combining multiple interests rather than being myopically focused on only traditional fitness. And they clearly understand what interests their customers, whether it’s “hot bodies” (to quote one of Ed’s attendees), or “keeping up with my younger wife” (to paraphrase one of Sheldon’s members).