Tell us about how you spend your extra time staying active outside of being CEO of Bonne Bell.
I work out nearly every day. At least 5-6 x/week. I have been doing this regularly since 1972. When you do something that long it certainly becomes habit and you can't get along without it. Fortunately we have a workout room downstairs. I live 2 1/2 miles from here. We walk to work and walk home in good weather. Frequently walk to church. I do biking and we ski on the weekends. We'll be driving up to Ellicotville this weekend to ski with the grandchildren. We started skiing in 1959.

What does it take to age successfully, in your opinion?
Some people seem to accept the idea that you should slow down and take things easy, don't overdo. It's such a bad idea. There is no truth to it whatsoever. The older you get the more exercise you need. I've run 36 marathons and multi marathons, those are 50 miles and over, done about 10 of those. I am going to go to Nepal and Tibet this May and do some modest climbing.

I wouldn't think for one second that my age, I'm 74, would prevent me from doing something "too" strenuous. I refuse to think in terms of taking things easy. You slow down naturally, but you lose those abilities gradually. You're not as limber or flexible, not as responsive. You have to do things to help you retain those things. My memory is pretty good, although sometimes you have a senior moment, but you laugh those off. It's just plain attitude. If you think you're old, by gosh you're old. If you refuse to be old, that's not great either. I can do all the things I used to do but not as well. I just go about doing the same things. I am not doing anything to set the record. It has become total habit.

The real beauty of it is that my wife does the same thing. She works out 2-4x/day. She walks 2-4 miles a day, goes to exercise class, we work out, we swim, play tennis. It makes you feel good. You get to a certain stage where you let yourself down if you don't do it. It's just an attitude. I can't stop the clock but I intend to slow it down.

Bonne Bell provides a wonderful example of how senior citizens can be productive and active with its Senior Work Program. How did you come up with the idea for this at Bonne Bell?

Well, one day Julie (Mrs. Bell) and I were helping out with a shift at the [manufacturing facility] and we realized that if we can do this, there must be other seniors out there who can do this too. We had a need for more workers and we went for it. I believe this is a good idea and it works. Seniors work on a part-time basis with paid holidays and compensation that doesn't affect their benefits. They range in age from 57 to 88. Their work ethic is second to none. That's why [Tom] Brokaw calls them the greatest generation. I am in the process of telling the cosmetics industry, Governor Taft and Mayor White about this program and these people.

In your opinion, what prevents older people from staying active?
I think there are a few factors to think about. People work hard their entire lives. When it comes to retirement, they want to rest. I can understand that, but it doesn't mean inactivity. A person's attitude, environment and education all influence how active you are. Really, the key is exercise. Once you quit that, it's over.

You obviously stay very active physically. Do you believe it is just as important to exercise your mind?
Oh sure. I am an avid reader. Reading daily, weekly, whatever I can. That goes with staying active physically.

Jess Bell is currently reading: The Art of Happiness, The Dalai Lama.