33 making the case physical activity and women 55-70+

Synthesis of the case study

“Making the Case: Physical A ctivity and W omen 55─70” outlines the solid business rationale for investing money, time and human resources in physical activity programs and services for women between ages 55–70. The purpose is to provide information to be read, used and acted upon by programmers, service providers, facility operators, directors, managers, council members, and other key stakeholders to develop strategies that will engage as many from the target group women in physical activities as possible.