Fitness clubs understand the hard truth about members: only about 12% of the population attends a fitness club. Several reasons It’s a well-known fact that the largest rates of growth of club members are those over 45 years of age. This population is seeking safe, effective exercise with minimum risk of adverse effects while providing positive health benefits. WAVE exercise has been designed for people of all ages, especially for those with limited ability to exercise conventionally. The wide range of health benefits in a pain free manner will give the club the ability to attract this lucrative market segment.