Establish a comprehensive physical activity trade association to provide support to businesses and corporations that share an interest in increasing physical activity levels among the older adult population.

Create or partner with a national clearinghouse to disseminate effective and tested public education, social marketing materials, and examples of successful private sector programs and products on physical activity and aging.
Share information about marketing programs and products related to physical activity.
Develop an ongoing communications plan.
Build a brand/identity for the physical activity trade association to increase its recognition and value to members.

International Council on Active Aging (Lead Organization)

American Alliance for Health, Physical Education, Recreation and Dance, American College of Sports Medicine, IDEA Health & Fitness Association, International Health, Racquet and Sportsclub Association, SGMA International, and other organizations.

Organizations would contribute expertise to a steering committee which would develop guidelines regarding the mission of the trade association. A key role of the organizations would be to assist with marketing programs and products.

Access to databases and websites.
Funding to support committee meetings.
Support to develop and disseminate materials to member organizations.

A dissemination system must be used for sharing information.
The communications plan should be evaluated for effectiveness.

The ICAA is a physical activity trade association that provides ongoing staff education, training, programming, and networking opportunities that can assist organizations in developing facilities and implementing wellness and fitness programs. ICAA provides professionals working in the area of physical activity with education, information, resources, and tools related to healthy aging. ICAA hosts an annual conference and publishes a quarterly journal and a monthly newsletter.

ICAA is partnering with the United States Tennis Association (USTA) to provide a national promotion of free parties geared toward reintroducing the sport of tennis to midlife and older adults. They plan to host tennis events in 20 cities in 2004.

Return to Strategic Priorities for Increasing Physical Activity