Pioneering Wellness for an Aging Population: Colin Milner’s Vision

In honor of National Wellness Month, Colin Milner, CEO of the International Council on Active Aging, sheds light on wellness and longevity

As we celebrate National Wellness Month, there’s no better time to explore the future of wellness. A visionary in the field of active aging, Colin Milner is the CEO of the International Council on Active Aging (ICAA) and the founder of the active-aging industry in North America. His extensive contributions have earned him recognition as one of “the most innovative and influential minds” on aging by the World Economic Forum.

Athletech News spoke to Milner about the critical trends and innovations that will shape the future of wellness for older adults. He highlights the importance of brain health, intergenerational programs and personalized wellness solutions —offering invaluable insights for fitness professionals looking to make a meaningful impact in this rapidly growing market.

Athletech News (ATN): How do you define “wellness” in the context of active aging? What is the fitness industry getting right and also doing wrong?

Colin Milner (CM): Wellness has become a defining and hot topic, kind of like defining exercise. We all know what exercise is, but everyone wants to put their personal brand or spin on it. The reality is that wellness is the result of the effort we put in. It’s a sense of well-being. Well-being is the end result of wellness, which comes from our ability to understand who we are, accept who we are—our capabilities, passions, identity and capacities—so that we can engage in a purposeful life. That’s the ultimate goal: a purposeful life.

Now, how do we get there? There are different models, but we subscribe to the seven-dimensional wellness model, which looks at the whole person—physical, spiritual, intellectual, environmental, emotional, vocational and social elements of wellness. It’s about addressing the whole person because we’re multi-dimensional beings. We need a multi-dimensional approach.

Many fitness professionals focus too narrowly on fitness alone. It doesn’t cost them anything to expand and grow their business by looking at the whole person and delivering programs around that—like brain health programs, dual-tasking, or addressing the spiritual dimension with yoga, relaxation techniques and meditation. These are part of programming but are often not promoted as such.

ATN: What key wellness trends or research findings have you highlighted that fitness professionals should be aware of?

CM: Back in 1994, the big news was about restoring strength in older adults, like the important study from Tufts University. But now, we’re talking about things like HIIT training , adventure travel and people living better longer. The term “living better longer” is really catching on because it reflects what we know today—that we can live better as we age, something we didn’t fully realize back then.

One of the trends to pay attention to is the rise of longevity clubs or performance recovery centers. For many years, the question was how the industry would respond to an aging population. The initial response was programs like Silver Sneakers or chair classes, but now we’re seeing a more holistic approach. These longevity clubs are becoming a convergence of many things: a spa, performance center, anti-aging clinic, social club, recovery center, wellness center, learning institute, medical center and therapy clinic all in one. It’s a very different model for the industry.

Another big trend is the shift in the healthcare model. According to a 2021 Deloitte report, by 2040, the focus will move from spending 80% of resources on care and treatment to spending 60% on improving health and well-being. The question is whether we are ready for that shift and whether we have the products and services to meet this new demand. At the heart of this model is the individual—we are going to be responsible for our own health and well-being. This shift creates an incredible opportunity for knowledge sharing, but the question remains: will it be driven by AI or by us? AI is already playing a role in fitness deliveries, and we’ll likely see more of that as we move forward.

The key takeaway is that while longevity is important, the focus should be on living better, not just living longer. Many people, especially baby boomers, prioritize feeling healthier over simply living longer, and this is something the fitness industry needs to understand and cater to.

ATN : What innovative wellness technologies or programs have you encountered that show promise for enhancing the lives of older adults?

CM: We’ve seen some exciting developments in the wellness space, particularly with the incorporation of sensory rooms where you can do things like a class under the stars. This kind of immersive experience is something I think will continue to grow, especially through the use of VR .

In addition to VR, there are organizations developing little robots that can take you on virtual tours of different cities around the world in real-time. There’s practically an app, a map, or a tool for everything you could want today. The assessment process is another area where I see innovation playing a significant role. For instance, the Blue Zones Medical and Wellness Center in Miami looks at a wide range of factors—activity levels, brain health, vitals, lung function and more. The challenge is how to bring all that down to an individual level, especially if people are now responsible for their own health and well-being.

Knowledge is going to be a key driver here. Understanding what’s happening with our bodies will be increasingly important, and technology will ramp this up significantly. We already have rings, watches, and even brain-stimulating devices that track our health. The next big thing, like in the Olympics, could be tracks where every step is monitored. We’re entering a world where everything is being tracked, almost like Big Brother. The real question is, with all this data, what do you use, and what do you sell?

ATN: Looking ahead, what emerging wellness concepts or practices do you believe will become crucial for promoting healthy aging in the coming years?

CM: I believe there will be a significant focus on the brain. We know that we can reverse a lot of strength loss at any stage of life unless there’s a serious underlying condition. However, the brain is different. Once Alzheimer’s sets in, it’s a different story. You might be able to take a drug to slow it down, but the process is already in motion. Reducing the risk factors and challenging cognitive function will become front and center for older people because losing cognitive abilities is one of their greatest fears.

Another emerging concept is the rise of intergenerational programs. Previous generations, like my dad’s, didn’t spend much time with their kids, but now, we want to be more involved. We see this in senior living communities where intergenerational interactions are becoming more common. Bringing older adults into facilities and integrating them into the community—not just training them but making them a part of the center’s culture—is not only beneficial for them but also for society as a whole.

Person-centered solutions will also require more flexibility from trainers and operators. This includes diversity in programs to match the diversity of the population, but also diversity in policies, settings, and marketing. If you’re not delivering a one-size-fits-all program, then your marketing and approach should reflect that.

Equity is another important aspect. Many people don’t have access to wellness programs, and there’s a misconception that wellness costs a lot to deliver. The reality is, wellness as a concept doesn’t cost much. It’s the amenities that drive up the cost. For example, it doesn’t cost much to meditate, to engage socially, or to challenge your brain. The question is, how do we bring wellness to individuals in a way that’s affordable and understandable? It’s about education and helping people earn their health span—a concept we’re going to hear a lot more about in the future.

Connect with other like-minded wellness professionals at the 2024 ICAA Conference & Summit.

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