Who Are Our Sole Sisters?
Rambling is equal parts mindset, activity, play and exercise. It produces interesting ideas, occasionally an epiphany, or just a way to free your mind. It means moving our bodies in ways that bring us joy. We share many things in this community but Rambling is what brings us together!
Sole Sister Ramblers is a trailblazing brand that connects and empowers women in midlife and beyond (45+) worldwide.
Our fast-growing global audience connects both virtually and in real life via a compelling brand ethos, a global network of local activity groups called Sole Circles, our website and Rambler Cafe blog and email newsletter, a joy-filled Facebook Group, and a variety of virtual fitness and lifestyle challenges.
Sole Circles are how we connect our global community for local in-person Rambles. We currently host Sole Circles in 5 countries (Canada, USA, Great Britain, Ireland, New Zealand, and Australia) and over two dozen cities and are striving to meet the ever burgeoning demand for more.
Who is our target demographic?
The women in our target audience have demonstrate exceptional enthusiasm for both our brand values and product offerings. User testimonials, digital metrics, and paid community memberships demonstrate the value of our brand to our audience.
According to a recent analysis by AARP, people over 50 account for more than half of the world's consumer spending, and their share is projected to grow to 60 percent by 2050.
Approximately half of these consumers are women and they yield more purchasing clout than their male counterparts. Today, there are over 40 million women in the US over 45 years old and they spend one-third more annually than millennials on consumer goods and experiences.
However, despite their growing numbers, societal influence, and purchasing power, women in midlife and beyond are ignored by most consumer brands. Sole Sister Ramblers addresses this missed opportunity.
What is our unique value for brand collaborations?
The power of our mission and the enthusiasm and loyalty of our audience, makes us well-positioned to engage in profitable collaborations with brands that align with our mission and brand ethos.
Many consumer brands are struggling to reach a receptive, focused, and engaged audience in an ever-evolving digital advertising landscape that is increasingly plagued by consumer privacy concerns.
Numerous platforms create content aimed at older women, including many blogs, podcasts, and social media influencers. Additionally, community-based activity groups and global platforms such as Facebook, Meetup, and Eventbrite facilitate in-person activities.
However, despite the massive size of the market, there is no one digital platform that dominates. AARP is the largest platform targeting older audiences in the USA, however, there is no sizable platform (in the US or globally) that facilitates online and in-person local connections specifically for women in midlife and beyond.
Our initial focus was creating an online platform, not facilitating in-person activities. However, our audience's repeated requests led us to adapt, and we launched our first Sole Circle in response to overwhelming demand. Since then, our Sole Sisters have connected for hundreds of Rambles both in their hometowns and while they are traveling.
Our Sole Sisters find immense value on our platform. They cherish the opportunity to connect with like-minded, active women who share common experiences associated with aging.
The fact that we are a women-only community further strengthens their sense of belonging. This and the feeling of safety of being in a women’s only group is the key differentiator of why women choose us over other platforms like Meetup.
Sole Sister Ramblers also fulfills an increasing societal and public health need as loneliness among older adults is becoming a pressing global issue. A 2024 Commission by the World Health Organization highlights that one in four older adults globally is experiencing social isolation and many studies demonstrate that strong social relationships improve our longevity.
Who is a Sole Sister?
Our Founders are active daily participants in our platform - we know our Sole Sister and they know us! It very much feels to all of us like we are building this business together. So we can offer invaluable first-hand knowledge about our Sole Sisters; who they are and what they love, crave, and value.
Our Sole Sisters are between the ages of 45 and 75, college-educated, affluent, and family-oriented. They look to the future with hope and uncertainty and find the resilience to face their fears about aging in their female friendships. They highly value the company of other women who uplift and empower them.
Being part of our community provides them with a profound sense of belonging and safety, especially for in-person events. For our Sole Sisters, Sole Circles are about so much more than Rambling - they are about connections made, friendships formed, and memories created by sharing experiences.
Our Sole Sisters want to try new things and have great adventures but need encouragement and support to step outside their comfort zone. They want to participate in many activities but need help finding companions to do them with. Being in a community of kind, supportive women makes them feel safe and supported and brave enough to try new things.
Many of our members have expressed that they discovered their Sole Circle at precisely the right time - after their marriage dissolved, or partner got sick or children moved out. Many of our Sole Sisters have recently moved to a new town, or have recently retired, or are planning for retirement and are discouraged that their partners no longer want to travel, are not active and do not want to participate in community activities.
Our Sole Sisters fear becoming less culturally relevant while at the same time, they feel more comfortable about their identity and care less about what other people think. They strive to remain current and rely on their Sole Sisters and our platform to stay up to date on societal trends.
They care deeply about their health and fitness. Some are striving to become active again after an illness or are recovering from an injury while others continue to participate in athletic pursuits like skiing and bike racing. The activities our Sole Sisters enjoy most are traveling, walking, hiking, swimming, playing pickleball, participating in book clubs, attending cultural events, and socializing.
Countless testimonials exclaim how happy and excited our Sole Sisters are to have found a community that understands and inspires them.
Everywhere is in Rambling distance when you have Sole Sisters! Happy Rambling!