How two companies are killing it by marketing to California’s active senior consumer


AmaWaterways and Pedego Electric Bikes are leading the way in both product development and marketing

Two California-based companies are getting a head start in their categories by recognizing the importance of the growing, active, and affluent 55+ consumer. AmaWaterways, a leader in high-end river cruises, and Pedego, the #1 seller of electric bikes, are seeing the potential of this demographic, and it’s no wonder. Just look at the numbers:

•  The 2010 Census shows that the senior age group is, for the first time, the largest in terms of size and percent in the U.S.

• There are approximately 7 million Californians aged 55 and older. And it is expected to grow more than twice as fast as the total population.

• A Pew Research study indicates that of people aged 65 to 74, one third say they feel 10 to 20 years younger than they are!

More and more Seniors can now be classified as “active seniors”. This group realizes that if they are to optimize their later years, and do all the things they want to, they’re going to have to take better care of their physical and cognitive health.

Both AmaWaterways and Pedego Electric Bikes are offering Seniors the perfect products for their increasingly active lifestyles. AmaWaterways is dispelling the stereotype of cruisers who are old, sedentary and just want to sit around eating and drinking all day. Their ships provide bicycles for their passengers who want to explore on their own during shore excursions. They are offering healthier food options, more shore excursions, and tours that are geared for different levels of walking ability. Their newer ships feature a larger sun-deck pool, a wellness studio with an enlarged workout facility,  and even more healthy dining options And, of course, more bicycles! While river and ocean cruises have always attracted an “older” demo, Ama is now appealing to  “young-at-heart” consumers. They also realize that their marketing materials, staff, entertainment, and destinations have to be increasingly in sync with this new, vibrant, modern-day cruise target. Clearly, AmaWaterways is not your grandfather’s cruise line.

With Pedego leading the way, electric bikes are a growing trend with both active and inactive seniors. Verses “normal” bikes, electric bikes allow one to pedal when they want to, effortlessly cruise if they feel like it, or throttle down to zoom up a hill. Gone are the days of Seniors having excuses to be inactive. For those who are out of shape, for those who have a few aches or pains, or for those who are simply a bit lazy, electric bikes are the answer. According to an article on electric bikes in Newsweek,

“Little by little you find yourself asking for less and less assistance and burning more calories”

Pedego’s line of bikes are particularly well-designed, colorful, easy to operate, and fun. And speaking of fun, don’t you just love a company who’s tagline is “Hello, Fun!” And their marketing is making it clear that the active senior is a primary sales target. Company spokesperson, William Shatner, active and youthful at 87 years-old, loves his Pedegos (all 16 of them!).  In one of the company’s video he states:

“Pedego’s are great because I can keep up with the 20 year-olds in our family. In fact, if truth be told, I go a little faster!”

Pedego Electric Bikes and AmaWaterways are two companies that “get” active seniors and understand the powerful and pre-emptive strategy of marketing to them before their competitors do. Oh, and here’s a thought. Shouldn’t AmaWaterways have Pedego bikes on board their cruise ships? 

Photo by SpeedKingz

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