Research presentation by Sarah O'Sell, Aaron Meyers, and Katie Utgaard for Western Washington University Industrial Design in February 2014 as part of a corporate sponsored project with Precor. Precor is one of the world leaders in manufacturing premium fitness equipment that personalizes health and fitness experiences.

1. COMPARING SILENT AND BOOMERS
CANCER 11%
CHOLESTEROL
HYPERTENSION
DIABETES
OBESITY
10%
74%
34%
43%
36%
16%
12%
39%
29%
BABY BOOMERS
FINDING THE GAPS
“There seems to be somewhat of a disconnect between the reputation of
baby boomers for being healthy and what we see in increasing rates of
diabetes, high blood pressure and obesity,”
-DR. DANA KING
42%58%
GROWING OLDER
HAPPYUNHAPPY
PHYSIOLOGY

2. UNHEALTHY GENERATION
FINDING THE GAPS
PHYSIOLOGY
Every disease (except lung
cancer) has increased from the
silent generation to the baby
boomer generation
BY AGE 65
7 PHYSICIANS
60% WITH ONE
CHRONIC DISEASE
OVER AGE 65
60% WITH FIVE
CHRONIC DISEASES
15 PHYSICIANS
Over 65’s will be expected to
have an average of 40 doctor
visits per year

3. BABY BOOMERS
OBESITY EPIDEMIC
PHYSIOLOGY
Obesity alone accounts for
many of the diseases including
heart disease, diabetes, arthritis
and osteoarthritis
There are now three different
classes of obesity.
BOOMER GENERATION OBESITY SILENT AND GEN X OBESITY
36%
25%
64% 75%
Class I 30.0 - 34.9 BMI
Class II 35.0 - 39.9 BMI
Class III 40 BMI and over

4. NUTRITION
GENERAL FITNESS EFFECTS
PHYSIOLOGY
Nutrients in food enable the
cells in our bodies to perform
their necessary functions.
Standard American Diet (SAD)
Diseases are related to diet.
Muscles need energy before,
during and after working out.
Nutrition plays an important
role in preventing mental health
diseases.

5. NUTRITION
LOSING THE CALORIES
PHYSIOLOGY
Workouts are often motivated
by the loss of calories
Empty calories vs. nutrients
Eating at the right foods at the
right times is beneficial to fitness
and health routines
Calories are the energy of
muscles
11.3% of American calories
come from fast food
History of our nutrition

6. Nutrition
Effects how our bodies function
everyday and during workouts.
Proper fuel can lead to a more
efficient workout.
BOOMERS & NUTRITION
INSIGHTS
PHYSIOLOGY
Engagement
Baby Boomers need fitness
opportunities that engage them in
activities that are significant to their
lifestyle.
Comparison
Baby boomer culture does not like
to be compared to younger
generations. Marketing plans that
they can identify with will be crucial.

7. ERGONOMICS
MACHINE & USER
“Proper posture improves quality of breathing, which reduces tension and
increases oxygen to the muscles, increasing energy, endurance, and better
recovery. Studies have shown that posture greatly improves confidence.”
- Dr. Tim Brown, Professional Trainer
PHYSIOLOGY

8. POSTURE IS
USER DETERMINED
PHYSIOLOGY
Head up and looking forward
Arms loose and elbows at 90*
angle
Lean forward slightly
Hit ground with midpoint of foot
and roll it forward to the toe
More than 30 million Americans are
afflicted with low-back pain. 80%
of pain is due to improper posture,
weak muscles, or inadequate
flexibility.
Precor can only do so much.

9. FEMALE & MALE
PHYSICAL FACTORS
PHYSIOLOGY
Estimate that women would need to
work out ten times harder for same
muscle growth as men
Building muscle combats
Osteoporosis, disease which
effects mostly post-menopausal
women
More flexible than men so will take
to pilates and yoga more easily
Heart attacks happen less often
but more severe in women.
Protein from exercise protects
heart from tissue damage
Testosterone (higher in men) is a
necessary hormone for increasing
muscle mass.
Higher lung capacity so more easily
able to work out in harsh conditions
Evolutionarily, men don’t need fat
stores to support an unborn child, so
they don’t have cravings to protect
their body’s energy supply
Faster metabolism than, so men
burn more calories,
even at rest

10. PHYSIOLOGY
HOW MUCH TIME
DO YOU SPEND EXERCISING?
Age
Time Spent Exercising
33% 15% 4%
26% 23% 6%
35% 7% 10%
31% 11% 1%
27% 13% 4%
29% 16% 13%
25% 32% 7%
57%
48%
45%
48%
56%
42%
36%
Below recommended 30 min per day

11. HEALTH RESOURCES
KNOWLEDGE GAP
Lack of Exercise
Considered as much a
contributor to heart disease as high
blood cholesterol, blood pressure,
and cigarette smoking.
PHYSIOLOGY
Only 30%
US population gets the
recommended amount of physical
activity per day, 30 min. 10% get
the optimum 1 hour.
Coronary Artery Disease (CAD)
Number one killer in the USA for
men and women.
9 Government Health Initiatives

12. HEALTH RESOURCES
MAGAZINES & PRECOR
3,189,875 Subscribers
PHYSIOLOGY
2,921,618 Subscribers
458,000 Facebook
1,901,900 Subscribers
2,121,937 Facebook
1,630,901 Subscribers
1,225,996 Facebook
1,582,687 Subscribers
1,956,311 Facebook
Precor: 13,611 Facebook Followers
“Exercisers have logged more than sixty million individualized workouts to
date, including 200,000 personalized workouts a month, while consuming
more than five million minutes of media each day.” - www.precor.com

13. Magazines have a HUGE reader
base. Precor should look to them as
inspiration for improving their social
media readership and UX design.
ERGONOMIC & MEDIA
INSIGHTS
PHYSIOLOGY
Males and females are different.
Machines and workouts should be
designed for their unique bodies
and minds.
Proper posture while exercising is
essential. Maximum workout
benefits and prevention of further
problems machines can only aid the
user so much.

14. Personal ReasonsPersonal Reasons
• Stress reduction
• Body image
• Confidence
EXERCISE PHSIOLOGY
WHY EXERCISE AT ALL?
PHYSIOLOGY
Physical ReasonsPhysical Reasons
• Increase energy levels
• Build strength
• Reduce injuries
• Increase bone density
• Reduce chance of illness:
Hypertension, Stroke, Cancer,
Diabetes

15. EXERCISE AND BOOMERS
ADDRESSING CONCERNS
Specifically Addresses Boomer Concerns
•reduces blood pressure
•lowers type 2 diabetes risk
•reduces risk of arthritis
PHYSIOLOGY
•better sleep
•lowers dementia risk
•helps keep arteries clear

16. STRENGTH TRAINING
EFFECTIVE AND OVERLOOKED
Resistance Training
•free weights
•resistance bands
•strength machines
PHYSIOLOGY
•more effective than aerobic exercise or dieting for many fitness goals
•often missing from the workouts of boomer and female demographics
“My heart couldn’t take it.”
Bottom Line: It’s good for everyone

17. LIFTING & GENDER
STRENGTH TRAINING FOR WOMEN
Benefits
•faster weight loss
•improved body image
•increased confidence
PHYSIOLOGY
So Why Isn’t It More Common?
•stigma of lifting being “masculine”
•environment can appear hostile
•fear of becoming “bulky”
“I feel intimidated by male dominated spaces
because they feel inherently less safe? I know
it’s silly but I just don’t like going down there.”
“I just feel intimidated by the cave”
[WWU’s free weight area]
“feel kind of like I’m on display”

18. EXERCISE CONSISTENCY
IMPROVEMENT THROUGH REPETITION
Strengthening and Aerobic
most effective when:
•frequent
•consistent
PHYSIOLOGY
Benefits of Consistency:
•reduced injury rates
•easier to stay motivated
•maintain improvements

19. HABIT FORMATION
MAKING EXERCISE A ROUTINE
Consistency Through Habit
•concrete goals
•small steps
•make it social
PHYSIOLOGY
Habit Forming Myths:
•21 days to form
•maintenance free
“First we form habits, then they form us.”
-Rob GIlbert

20. STRENGTH & HABITS
INSIGHTS
Strength training is more important
than many people understand,
especially women and older
generations, and can help them
achieve their goals more quickly
PHYSIOLOGY
Strength training is seen as
intimidating by many people,
seperating many gym goers from
their fitness goals
Exercising is most effective when
it is consistent, so forming habits
around healthy activities is
important.
INCLUDE AFTER EACH SECTION OF INFO!
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21. PHYSIOLOGY
OPPORTUNITIES
Keeping male and female
differences in mind, how can Precor
educate the user in the importance
of and posture for proper exercise
technique?
PHYSIOLOGY
Nutrition and fitness are two sides
of one coin. How can we
incorporate them into the Precor
lifestyle?
How can Precor use its influence
and resources to bridge the
knowledge gap in order to help
their users live happier, healthier
lives.

22. PHYSIOLOGY
OPPORTUNITIES
How can Precor work to display
strength training as an activity not
limited by age or gender?
PHYSIOLOGY
Precor already does a good job of
creating machines that are acces-
sible to both genders. How can we
work to improve the environment
those machines become a part of?
How can Precor increase the
likelihood of positive exercise habit
formation?

23. Strength training is more importantStrength training is more important
than many people understand,than many people understand,
especially for women and olderespecially for women and older
generations, and can help themgenerations, and can help them
achieve their goals more quickly.achieve their goals more quickly.
STRENGTH & HABITS
INSIGHTS
PHYSIOLOGY
Exercising is most effective whenExercising is most effective when
it is consistent, so forming habitsit is consistent, so forming habits
around healthy activities isaround healthy activities is
important.important.
Strength training is seen asStrength training is seen as
intimidating by many people,intimidating by many people,
separating many gym goers fromseparating many gym goers from
their fitness goalstheir fitness goals