Our nation’s determined band of wellness revolutionaries has rallied around a wonderfully succinct and effective policy slogan: Make the Healthy Choice the Easy Choice.

In the context of promoting physical activity, the “easy choice” varies depending on the environment. At the workplace, for example, the “easy choice” might mean taking an authorized exercise break during the day, using a treadmill desk, or conducting walking meetings. At home, the “easy choice” could be a stroll along a well-lit and safe walking path leading to a marketplace.

As more and more policymakers consider whether their decisions make it easier or harder for Americans to make the “healthy choice,” the barriers to exercise will be chiseled down, and we will become a more active nation.

But I would like to add a parenthetical to strengthen the slogan.

Something like this: Make the Healthy Choice, the Easy (and Happy) Choice

In many cases, it’s not enough to create an “easy choice,” if the “easy choice” will not add happiness to the chooser’s life. For example, IHRSA (my employer) could install a 30-foot climbing wall inside my cubicle, but as someone whose blood pressure increases rapidly the further my shoes get from the ground, I would never climb the wall because climbing it would detract mightily from my happiness.  IHRSA couldn’t make it any easier, but I still wouldn’t do it.

Now, of course, “happiness” is a complex emotion, and there may be as many forms of happiness are there are people on the planet (e.g. here are plenty of happy things related to physical activity), but there are some basic human tendencies to consider when crafting “the easy (and happy) choice.”

1. Sometimes we want to go where everybody knows our name.

The secret weapon of many successful health clubs is the friendly front-desk person who seems genuinely pleased to see you and greets you by name. It’s nice to feel welcomed and valued. That quick interaction makes us feel happy and more likely to seek out a similar interaction in the future.

2.  Exercise is easier with a buddy or two (or ten…)

A long, lonesome walk can be inspiring, but it can also just be long and lonesome. On the other hand, a long talk with a buddy on a walking trail can fly right by, and satisfy a common need for social engagement (not just the kind over a network) and physical activity. For many people, easy choices are made easier when buddies are involved.  

3. Aesthetics matter

A treadmill desk in a dank office with peeling paint is a crummy option. Sure, it might provide easy access for time-saving physical activity, but it’s a downer, and not likely to put on many miles. A climate-controlled office, however, full of fun pictures, perhaps of employees or the local sports heroes, can be a happy place, and happy places compel return visits.

What are some other ways we can inject more happiness into the easy choices?

It is easier in many ways to promote physical activities to middle-aged and older populations for a variety of reasons, but how well will they listen? If the messages are tailored precisely, they will listen very well, it turns out, despite the generation's somewhat skeptical demeanor.

Many seniors are turning attention to themselves after raising their children. Some may turn to physical activity because of medical advice to ward off chronic disease or for weight control. The effects of heart disease, asthma, diabetes, and a host of other conditions are mitigated by regular physical activity.

Others turn to physical activity to fill time or to engage socially with others after children have left home and there's more free time available. Retirement communities often market themselves as "active communities," advertising golf courses, tennis courts, a menu of aerobics, dance, yoga/pilates, and other classes that enable seniors to be physically and socially active at the same time.

Marketing to baby boomers, the World War II generation, and older seniors is good business. The wave of children born after that global conflict has been the major marketing influence at each age as they have moved through adolescence and the childbearing years of adulthood and now into their retirement years. We are only in the first few years of baby boomer retirement so the bulk of those born during those years have yet to receive their first retirement checks. As this generation marches inexorably towards their "golden" years, business marketing will be increasingly focused on tailoring their pitches to attract this cohort.

In a recent review of research by the American Association of Retired Person (AARP) into marketing to seniors, Colin Milner, CEO of the International Council on Active Aging, recommended that those who wish to market programs, services, etc. to the burgeoing seniors market do their homework first.

"[This] valuable research reinforces the need to do your homework before setting out on a communication campaign aimed at the mature market. Learn how to speak the language of older adults. Encourage them to be physically active four or more days per week at moderate intensity, and focus on your low-hanging fruit: the planners and tryers. Your success could depend on it." - Colin Milner

It is human nature to assertively press for individual choices as we age into the second half of our lives. While marketing gurus typically expect us to make economic choices based on how we identify with one sector or another of the consumer population, we humans self-diversify as we age. It becomes much harder for those who would wish to separate us from our dollars to predict accurately what car we'll buy or what beer we might drink based on our friends' choices. We just don't follow the pack the way we once did.

As boomers age, their marketing clout will be felt throughout the economy, and the fitness and wellness sectors won't be left out. Nearly one quarter of all fitness memberships belong to seniors, and more than 40% of hospital wellness center memberships, according to the International Health, Racquet and Sportsclub Association (IHRSA). Successful marketing to this generation will become a business imperative for many.

AARP's research drilled down to determine what motivates seniors to engage in physical activity and what obstacles block them from participating. The research found broad differences between those who were retired and those who were not, as well as differences between those who are habitual exercisers already and those who are sedentary. According to Milner, "they found big differences in how specific words were interpeted: Exercise was viewed as hard and difficult while physical activity was not." Neither those who exercise not those who do not equated the words "physical activity" with exercise, which many thought was too hard and difficult.

AARP Triumph Triathlon Series Was Early National Model

In 2002, AARP was worried about the Surgeon General’s declaration that more than 60 percent of all adult Americans were overweight or obese, with the 50+ population representing the most sedentary and obese segment of the adult population. Looking at demographic data stating that 80 million people would turn 50 over the following decade, AARP launched the Triumph Classic, a mini (swim-bike-run) triathlon in cities across the country. The series – a 400-meter swim, 20k bike, and 6.2 mile run - grew from six to 15 races in one year, with support from the National Park Service. The final event featured more than 500 senior triathletes competing in a national championship event in - where else? - sunny Florida.

AARP and USA Triathlon, the national governing body for the sport, joined together to offer an 8 week multisport training program that was included as part of the $30 dollar race entry fee to help seniors prepare for the short triathlon event.  The low cost and the AARP’s enormous potential for marketing the events around the country to its very own members. Triathlon has grown so extensively in the United States since then that nearly every race has its own senior “waves,” and special senior events no longer are needed.

SilverSneakers Success

SilverSneakers is a wildly popular physical activity program marketed by Healthways to various group retiree health plans nationwide or for those eligible for Medicare. Healthways is the largest independent global provider of well-being improvement solutions.

SilverSneakers is a multi-modal program that offers a fitness center membership that may be used at any participating fitness center, including YMCAs.  Program benefits include access to fitnessand conditioning classes, exercise equipment,  and customized classes along with online programs for weight loss, smoking cessation, and stress reduction. Participating health insurance companies include the AARP Medicare Supplement, Human, Kaiser Permanente, Bravo Health, some Blue Cross Blue Shield plans and many others. Silver Sneakers targeted the program to seniors to motivate them to make healthier lifestyle choices to reduce future health care costs.  According to the Silver Sneakers website, members have lowered sedentary behaviors by 70 percent with nearly half reporting physical activity at least two days per week.  With more than 40 major health plans across the country participating in the program, the program reaches more than 2 million people at no cost above usual health insurance premiums.

The AARP Triumph Triathlon Series and the SilverSneakers program are both innovative approaches to heighten physical activity among our aging population. There are countless programs and activities marketed to our seniors, a generally skeptical bunch. By doing your homework first and paying close attention to the words and style of the generational leaders, your marketing campaigns are most likely to resonate with your intended new markets.

A newfound - or renewed - commitment to health is a common sentiment each year after the holiday season of sweet treats, calorie-laden cocktails and scarce free time to stick to a fitness routine. Year after year, many people resolve to lose weight, get fit and be healthier, using the turn of a new year as motivation to turn over a new leaf. Many resolutions, made with the best of intentions, are broken almost before the New Year's Eve confetti is cleaned up, and few last until spring.

The keys to lifelong healthy habits include:

• Setting realistic expectations, based on a knowledge of the facts and of your own goals, motivation and lifestyle
• Building physical activity into your daily life and following healthy eating habits
• Understanding that you will have lapses, plateaus and changes of circumstance that need not derail your overall progress
• Knowing where to turn for factual information and personal support

Enjoyable alternatives offer healthy activity

The Physical Activity Guidelines for Americans recommends at least 150 minutes (or 2 hours and 30 minutes) of moderate-to-vigorous physical activity per week. If you're not currently physically active, this might be a great time to return to an activity you loved in the past or to get involved with a team sport. Not competitive? Don't like to run? A dance-based fitness class or yoga might be for you. Don't forget that consulting a certified trainer, exercise physiologist, or medical professional is always an important step before starting a new fitness program.

Cost need not be a concern

Financial constraints also weigh heavy on the minds of many as the new year begins. However, being healthy and fit doesn't require an expensive investment. Body weight training, or exercise that uses the body as resistance instead of equipment, was the most upwardly mobile activity on ACSM's 2013 fitness trends forecast. Body weight training can be done anywhere, including at home, and doesn't require a financial investment.

Beyond being buff - staying healthy throughout life

A desire to be fit isn't all about vanity. The most common diseases plaguing our world today are diseases caused by sedentary lifestyle - like hypertension, diabetes, and cardiovascular disease, among others. Our daily lives are becoming increasingly scheduled around sitting: sitting at work, sitting in the car during long commutes, and sitting in the evening in front of the television. Committing to a healthy lifestyle not only can help you look good and feel good, but can keep the doctor away too.

For further reading on this topic, visit: "New Year, New Fitness Habits."