Nutrition Business Journal

The senior league

Older athletes are a big market where innovation gets rewarded

Spend time near the finish line of any marathon, triathlon or bicycle race, and you’re guaranteed to see the same trend in the different discipline: A sizable portion of the participants will be over 55.

Nearly forty years after Jim Fixx and his baby boomer followers helped usher in the jogging revolution, millions of these athletes are still participating in active-lifestyle sports well into their 60’s and 70’s. These athletes have es

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