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Calls for physical activity to become central to healthy ageing and NHS prevention strategies should act as a rallying cry for the health and fitness industry. 

A report by the Health and Social Care Committee confirms that physical activity is one of the most effective ways to improve health in later life. It says that developing strength, balance and mobility is essential for keeping the UK’s ageing population healthy and independent for longer, and challenges government, the NHS and social care providers to do more to promote activity. 

Having submitted written evidence to the Committee, we hope this report will also encourage health and fitness operators to do more to support older adults to age well.

But if operators are serious about supporting active ageing, they must broaden their focus beyond younger and already active audiences and develop offers that meet the needs of our rapidly growing older population. They can’t expect older adults to simply fit into existing mainstream gym models.

A valuable market opportunity

The opportunity is significant. As the UK’s population ages, operators that adapt their offer will not only improve health outcomes but also reach an underserved market with huge potential.

ukactive’s latest UK Health and Fitness Market Report shows that while gym and leisure centre membership is strong among younger adults, participation declines sharply from the age of 45 onwards. 

In fact, nearly 60 per cent of adults aged 65 and over have never held a gym membership. Older adults are also more likely to exercise at home than in gyms and leisure centres.

We know that supporting older adults to be active is crucial for maintaining their dignity and independence, reducing pressure on health and social care services and improving quality of life. Yet, the ukactive report shows that many older adults don’t believe the current leisure offers are relevant for their needs. 

And they’re not wrong. Commercial gyms, high-intensity group exercise, and traditional rehabilitation models often exclude older people because they are inaccessible, intimidating or just unsuitable for those with mobility issues or chronic conditions. This leaves a critical gap between what older adults need and what much of the industry currently provides. 

Working with forward-thinking operators across the UK, Innerva’s proven model provides an accessible, non-intimidating solution specifically designed for older adults and people with long-term health conditions. Our power-assisted exercise solution meets the unique needs of older adults to support functional independence, reduce frailty and improve mental wellbeing.

One size does not fit all

Older adults have different motivations, barriers and preferences for engaging with activity than younger consumers. 

The ukactive report shows that among adults aged 65-74, more than 95  per cent say that maintaining strength and fitness is a key reason for being active. Adults aged 75 and over are also more likely to be motivated to exercise by medical advice or the need to manage health conditions. 

Operators need to remove the common barriers to activity by creating dedicated exercise spaces that are inclusive and welcoming, with specialist equipment, supportive staff and opportunities for social interaction.

Operators who have successfully done this are delivering measurable outcomes. Evidence shows that Innerva users experience improvements in:

• Aerobic fitness (94% report improvement)
• Muscular strength (87%)
• Balance (80%)
• Flexibility (93%)
• Mental health (96.5%)

Innerva sites in high-deprivation areas, such as Askern Leisure Centre, near Doncaster, have demonstrated significant positive outcomes in communities with the worst health indicators. This shows the potential for community-based, non-intimidating facilities offering power-assisted exercise to help reduce health inequalities, particularly where traditional gyms are inappropriate or inaccessible.

Addressing the prevention gap

The Committee’s report recommends expanding evidence-based exercise programmes, strengthening social prescribing and making better use of existing leisure infrastructure to support prevention and community health.

Through our partnerships with local authorities, leisure trusts, social prescribing networks, care homes and voluntary sector organisations, power-assisted exercise has been successfully integrated into falls prevention programmes, rehabilitation services, exercise referral schemes and healthy ageing initiatives.

Innerva offers an ideal referral destination, with high engagement (77 per cent attend three or more times a week) and exceptional satisfaction (Net Promoter Scores of +78) that far exceed the leisure sector average of +44.

ukactive’s research also identifies a persistent perception gap. While operators can increasingly deliver preventative health interventions, many members of the public and parts of the healthcare system still don’t view leisure facilities as credible health-support environments.

Closing this gap will require stronger partnerships between healthcare and the sector, clearer referral pathways and greater awareness among clinicians and communities alike. At Innerva, we believe age-friendly physical activity solutions can play a vital role in bridging this gap by supporting prevention, rehabilitation and long-term health management. 

A call to action

The UK’s population is ageing. Although people are living longer, the average person is only expected to live in good health until the age of 61. Physical activity is one of the most effective interventions to support healthy ageing and the health and fitness industry has a critical role to play. 

Operators need to reframe their value proposition around functional fitness, independence, mobility, strength, confidence and social connection. Those that do will not only support healthier ageing but also position themselves at the heart of the UK’s prevention agenda.

Resources:
Healthy Ageing: physical activity in an ageing society
UK Health & Fitness Market Report 2026