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As we get older we have to adjust our workouts so our bodies make up for what they lose such as bone and muscle mass. People want and expect to live longer but that requires a healthy lifestyle. People are becoming more and more aware of what it takes to stay fit in their 50s, 60s and beyond. This is an exponentially growing market due to the baby boom generation retiring and people who retired (are assumed to) have some money to spare for wellness coaching and exercising.