In an industry that thrives on change, the latest trends in the older adult market are certain to inspire new innovations in marketing, programming and facility design. This session is a must for anyone interested in getting involved with the 50-plus market, or for those who wish to stay on the cutting edge. Learn why programming, like balance and functional training, has become so popular and how the older adult market is behind the growth of these and many other industry trends. You will learn how to recognize trends versus fads, take advantage of the trends prior to your competition and create programming, marketing and facility design based on these new trends. This session is ideal for anyone interested in the current and future growth of their business. Sponsored by ICAA.