Strategic Partner Program

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Senior living and wellness Numbers speak louder
than words!
Presented by Colin Milner, CEO, International
Council on Active Aging 866-335-9777 -
604-734-4466 - colinmilner_at_icaa.cc www.icaa.cc
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Why this webinar? ICAA Partner Advisory Board
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Over the course of next hour

1. Senior living industry by segment and define
   wellness
2. Current state of wellness in senior living, and
   why communities implement wellness
3. What we can expect over the next 2 years, from
   community development to products purchased
4. The future

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How to get the most out of this session

1. Ask what if?
2. Ask question? Write question down and then
   submit at the end.
3. Implement one or two ideas right away

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What does this mean to you?
Idea
Owner/manager
Marketer
Facility designer
Idea
Product designer/ manufacture
Idea
Program manager
Research
Sales person
Personal trainer
Fitness instructor
Idea
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The research for this presentation
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The Research

• ICAA Wellness Industry Survey 2012
• 553 organizations
• ICAA Wellness Industry Survey 2010 640
  organizations
• Future of Active Aging 2011 42 CEOs,
  President and Vice President of major
  multi-location communities
• General research

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What types of organizations make up ICAA
ICAA has 9,200 members. 7,452 (81) of these
members are senior living.
ICAA members by market
1. Senior Living (largest segment CCRC) 81
2. Senior Centers 8
3. Fitness 3
4. Miscellaneous 3
5. Universities/Researchers 2
6. Hospitals 1
7. Parks and Recreation, YMCA 1
8. Consultants 1
Total percent 100
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Source ICAA Wellness Industry Survey 2012
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Source ICAA Wellness Industry Survey 2012
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Senior Living by Segments
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The types of seniors housing are organized by the
functional capacity and lifestyles of their
residents.

• Independent living housing
• Planned active adult communities
• Independent living
• Seniors apartments

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The types of seniors housing are organized by the
functional capacity and lifestyles of their
residents.

• Assisted living housing
• Continuing care retirement communities (CCRC)
• Assisted-living residences
• Nursing homes or long-term care facilities

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Integration and Intergenerational
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March Lifecare Campus
A 6 million sq ft, 236 acre health and wellness
city. Cost of approximately 3.3 billion
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1.6 billion dollar, 171-acre Union Village
integrates comprehensive health and wellness
capabilities with retail, entertainment and
cultural amenities, as well as smart senior and
residential communities
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Its not about age Its about function
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What is wellness?
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Wellness At ICAA, wellness is an umbrella term
for the environment and the programs that support
the active-aging lifestyle. ICAA works within the
seven-dimension model of wellness because it is
frequently used and embodies the concept of
active aging.
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The 7 dimensions of wellness
Physical
Intellectual
Social
Vocational
Spiritual
Emotional
Environmental
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Wellness is a state of being describing a state
of positive health in the individual and
comprising biological and psychological
well-being as exemplified by quality of life and
a sense of well-being. (Adapted from Corbin,
Lindsey, Welk, 2000 Bouchard, et al., 1990
USDHHS, 2000).
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Current state of wellness in senior living
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65 in 2010
29 in 2010
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Source ICAA Wellness Industry Survey 2012
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Source ICAA Wellness Industry Survey 2012
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97
88
82
74
74
61
58
Source ICAA Wellness Industry Development 2012
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Source ICAA Wellness Industry Development 2012
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56 in 2010
17 in 2010
Source ICAA Wellness Industry Survey 2012
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Source ICAA Wellness Industry Survey 2012
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Source Future of Active Aging 2011
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The start of population aging

• architects,
• developers,
• builders,
• consultants,
• suppliers,
• management,
• staff training.

82 strongly agree or agree that senior living
industry will see dramatic change in the services
it provides over the next 10 years
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Growing number of programs require space to
deliver them. These areas are CURRENTLY
available to older adults on survey respondents
properties.
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Fitness/wellness centers
Community Type Stand alone Fitness Center Stand alone wellness center
Active Adult 46.20 30.80
IN/AL 17.90 26.40
IL 14.30 23.80
CCRC 45.40 51.70
AL 25.00 20.80
Source ICAA Wellness Industry Survey 2012
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Fitness/wellness spaces
Community Type Fitness Room Studio for Group X Multi-purpose room
Active Adult 87.20 61.50 89.7
IN/AL 90.60 34.90 84.90
IL 76.20 19.00 76.20
CCRC 93.10 56.90 93.10
AL 54.20 20.80 54.20
Source ICAA Wellness Industry Survey 2012
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Therapy space
Type of company Physical Therapy Occupational Therapy
AA 46.20 41.00
IN/AL 52.80 42.50
IL 33.30 23.80
CCRC 94.30 78.70
AL 83.30 62.50
Source ICAA Wellness Industry Survey 2012
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Outdoor spaces
Community type Walking trails Outdoor area for physical activity Meditation gardens/ gardening
AA 74.40 74.40 38.50
IN/AL 65.10 62.30 67.00
IL 57.10 47.60 61.90
CCRC 77.00 72.40 75.30
AL 50.00 62.50 66.70
Source ICAA Wellness Industry Survey 2012
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Courts and sports
Type of company Sports courts (Tennis, basketball) Game courts (shuffleboard, putting)
AA 25.60 53.8
IN/AL 2.80 40.60
IL 0 47.60
CCRC 15.50 60.90
AL 4.20 8.30
Source ICAA Wellness Industry Survey 2012
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Aquatic spaces
Type of company Swimming pool Small pool Warm water therapy
AA 53.80 33.30 30.80
IN/AL 34.00 19.80 21.70
IL 9.50 28.60 4.80
CCRC 52.90 30.50 36.20
AL 16.70 12.50 12.50
Source ICAA Wellness Industry Survey 2012
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Changing room and amenities
Type of company Sauna and Steam Changing or locker rooms
AA 33.30 61.50
IN/AL 4.7 43.40
IL 4.8 38.10
CCRC 7.5 69.50
AL 0.00 25.00
Source ICAA Wellness Industry Survey 2012
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Salons and Spas
Type of company Beauty Salon Spas and services
AA 69.20 48.70
IN/AL 96.20 45.30
IL 85.70 28.60
CCRC 98.90 61.50
AL 91.70 25.00
Source ICAA Wellness Industry Survey 2012
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Food and entertainment spaces
Type of company Dining services Cafes /juice bars Movie Theatres
AA 79.50 61.50 48.70
IN/AL 99.10 57.50 50.00
IL 95.20 66.70 33.30
CCRC 99.40 77.00 55.20
AL 95.80 45.80 20.80
Source ICAA Wellness Industry Survey 2012
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Business center or computer room
Type of company Business center or computer room Library
AA 84.60 89.7
IN/ASL 90.60 98.10
IL 90.50 81.00
CCRC 89.10 98.90
ASL 54.20 79.20
Source ICAA Wellness Industry Survey 2012
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Activities and their space
Billiards Crafts
AA 59.00 76.90
IN/AL 66.00 84.00
IL 76.20 57.10
CCRC 75.90 87.90
AL 20.80 70.80
Source ICAA Wellness Industry Survey 2012
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What is projected for the next 2 years
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68
36
24
13
15
9
Source ICAA Wellness Industry Survey 2012
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41
31
20
9
Source ICAA Wellness Industry Survey 2012
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Source ICAA Wellness Industry Survey 2012
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Top growth areas for next 2 years
Community Type 2012 2010
Café and Juice Bars 28 24
Stand alone fitness/ wellness center 26 16
Meditation gardens 25 21
Walking trails or paths 19 22
Studio dedicated to dance and exercise 17 15
Spa services 14 14
Game courts (shuffleboard, etc) 13 15
Fitness room 12 18
Source ICAA Wellness Industry Survey 2012 and
201o
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What types of products does your organization
plan to purchase or lease in the NEXT 2 YEARS?
Product category Percentage
Activity supplies (e.g. art, photography, board or other games) 56
Aquatics equipment and services 33
Beauty/spa products 18
Assessment tools (e.g. machines, software, calipers, scales) 25
Computer equipment for older adults to use 25
Computer software for older adults (sometimes called brain fitness) 27
Software to benchmark fitness or wellness program 22
Alert systems wireless monitoring 16
Computer-generated games, such as Wii 21
Outdoor exercise equipment 16
Exercise equipment 58
Landscaping and maintenance 31
Recreation supplies (e.g. nets, balls) 45
Rehabilitation or therapy (e.g. assistive devices, tables) 22
Furnishings, lighting, acoustics 30
Floors, carpets 33
Other, please specify 9
Source ICAA Wellness Industry Survey 2012
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Equipment type Percentage
Hand-held strength equipment (e.g., free weights bands, tubing, elastic resistance) 51
Cardiovascular conditioning (e.g., treadmill, upright cycles, elliptical) 38
Aquatics equipment (e.g., noodles, resistance tools, paddles) 36
Not sure, don't know 33
Exercise, Pilates or yoga mats 32
Recumbent cardiovascular equipment (e.g., cycle, stepper) 31
Stability balls, balls for tossing or holding 31
Portable balance equipment (e.g., boards, foam pads, BOSU) 29
Strength training machines 27
Foam rollers, steps, boxes 25
Stationary balance assessment or training equipment 18
Stretching equipment 15
Yoga blocks and straps 15
Pulley equipment or system 12
Assessment tools for body composition 11
Other, please specify 5
Vibration platform 3
Source ICAA Wellness Industry Survey 2012
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Who does the buying?
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ICAA Wellness Industry Development 2010
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Source ICAA Wellness Industry Survey 2012
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The Future
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Health aging the perfect storm
More years More people More disease More
costs More challenges
The medical (sickness) model has helped us
to live longer
Unsustainable
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I can do model
More research and media coverage More human
potential More wealth More solution More
opportunities
Its not about age Its about function
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Management/personnel companies
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Over the last hour

1. Senior living industry by segment
2. Current state of wellness in senior living, and
   why communities implement wellness
3. What we can expect over the next 2 years, from
   community development to products purchased
4. What the future may hold

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The Future
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Learn more about how ICAA can assist you with
growing your business within senior living.
Contact Colin Milner, CEO, International
Council on Active AgingToll-free 866-335-9777 or
604-734-4466, or e-mail him at
Colinmilner_at_icaa.cc