CLEARWATER (June 15, 2021) – Growing Bolder, the world’s No. 1 lifestyle brand for the 50+ demographic, and the National Senior Games Association (NSGA), the governing body of the largest multi-sport championship event in the world for older adults, are teaming up to shine the spotlight on the rapidly growing world of masters sports.
Growing Bolder CEO Marc Middleton and NSGA CEO Marc T. Riker made the joint announcement today that Growing Bolder is now the NSGA’s official and exclusive media partner through 2022.
The NSGA is a national grassroots movement that provides competition for women and men age 50 and older, offering qualifying events that culminate with the National Senior Games held every two years. The 2021 Games, postponed due to the pandemic, are being held May 10-23, 2022, in Greater Fort Lauderdale. Florida. Growing Bolder and the NSGA will celebrate their new partnership with a live “Chat with Marc and Marc” virtual kickoff on social media, June 22, 2021, at 12 p.m. EDT. It can be viewed on National Senior Games’ Facebook and YouTube channels and on Growing Bolder’s Facebook, YouTube and Twitch channels.
“NSGA’s mission is to educate and promote healthy, active aging to all older adults; and we always seek more media exposure to inspire all generations through our message and share the opportunity to participate in Senior Games far and wide,” Riker said. “Growing Bolder has the same synergy that it’s never too late to make the rest of your life the best of your life with their coverage. With this partnership, we will reach many more people through their rapidly expanding platforms.”
Middleton said the two organizations are perfectly aligned in their desire to encourage and support healthy lifestyles and build community through unique socialization opportunities. He noted that Growing Bolder has for years featured NSGA athletes and their inspiring stories on the media giant’s national TV and radio programs, podcast and lifestyle magazine, as well as on its social media channels, which have more than a million followers.
“We don’t look at the National Senior Games Association as simply an organization that stages incredible competitions,” he said. “The NSGA has built a diverse, 50-plus community of active women and men who are interested in their health and well-being and thrive on social interaction around shared passions.”
As part of their agreement, Growing Bolder will produce special NSGA features year-round and has the exclusive rights to live stream coverage of the National Senior Games in Fort Lauderdale, produce national shows in advance of and after the Games, broadcast daily updates from the Games, create a Growing Bolder Experience area in the Athletes Village, and stage a special live event at a location in Broward County.
More than 10,000 athletes from age 50 to over 100 from across the country are expected to descend on Fort Lauderdale for the two weeks of competition. In addition, an estimated 30,000 visitors are expected to attend resulting in an economic impact of over $35 million dollars to the South Florida area.
“They come from every state in America in all shapes, sizes, abilities and disabilities,” Middleton said. “Olympians, high school and college stars, and ordinary men and women all coming together to celebrate a lifestyle that keeps them happy and healthy. These are the role models that America needs now more than ever, and we couldn’t be more excited to share their stories.”
Growing Bolder provided extensive coverage of the 2019 National Senior Games in Albuquerque, New Mexico, that included a profile of 103-year-old Julia “Hurricane” Hawkins, who took the gold medal in her age group in both the 50- and 100 meter-dash, becoming the oldest woman to ever compete in a sanctioned track meet. Now 105, Hawkins is hoping to defend her championship in Fort Lauderdale. More at www.growingbolder.com/nsga.
About Growing Bolder. Growing Bolder is a multimedia content producer and distributor of inspirational and educational material aimed at the 50+ market. Growing Bolder’s TV programs reach more than 95% of American households, and the company’s radio shows air on NPR affiliates across the country. Growing Bolder also has a popular podcast and a lifestyle magazine with more than 150,000 subscribers. The Orlando-based company was founded by Emmy Award-winning broadcaster and CEO Marc Middleton in 2009 and has grown to be a national leader in creating positive narratives about aging while defying stereotypes about older people. More at www.growingbolder.com.
About the National Senior Games Association. The National Senior Games Association (NSGA) is a member of the U.S. Olympic Paralympic Committee Affiliate Organization Committee. NSGA is a nonprofit Florida corporation that promotes health and wellness for adults 50 and over through education, fitness and sports. NSGA governs the biennial National Senior Games, the largest, qualified multi-sport championship event in the world. The Association is comprised of 53 independent Member Games that conduct qualifying competition events and the 2022 National Senior Games, which will be held May 10-23, 2022, in Greater Fort Lauderdale. The organization is led by CEO Marc T. Riker who joined the team in 2011. More at www.nsga.com.