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Leisure operators like Pendle Leisure Trust, Bolsover District Council, Lincs Inspire and Durham County Council are leading the way in active ageing by creating inclusive exercise spaces that boost mental and physical wellbeing and reduce social isolation. And all while delivering impressive returns.

These power-assisted exercise studios are helping operators reach a previously untapped demographic: people who would never walk into a traditional gym. Whether it’s due to age, mobility issues, chronic illness or anxiety, many people feel excluded from mainstream fitness. Power-assisted exercise suites offer an inclusive and welcoming alternative. Innerva’s specialist equipment supports movement ensuing users can exercise safely regardless of age, fitness level or mobility issues.

Reaching new audiences

Pendle Leisure Trust’s Feelgood Suite serves more than 230 members, typically aged 60 to 70 and living with a wide range of conditions including stroke recovery, balance and coordination issues and cardiac conditions. 

“These are members we wouldn’t have otherwise; they just wouldn’t use a traditional gym,” says centre manager Shaun Grant.

Likewise, Durham County Council’s Move Hubs are designed to encourage non-traditional exercisers to embrace physical activity. Equipped with Innerva’s power-assisted exercise machines, the Hubs are safe, supported and social wellbeing spaces where people can improve their mobility and manage chronic health conditions. The council has invested £750,000 in three Move Hubs to date. Located across the county, the suites offer an affordable, non-intimidating entry point into exercise. More than 77% of users are aged 66+, with many in their 80s and 90s.

More than exercise 

For many members, the appeal of these suites extends beyond physical health. Social connection, which often reduces as people age, retire or suffer ill-health, is vital for mental wellbeing. 

Bolsover District Council’s Wellness Hub works hard to create a strong sense of community in one of Derbyshire’s most deprived areas. Members arrive early to socialise before sessions and regular events such as day trips and lunches help to cement connections. 

Lincs Inspire’s Wellness Hub is a social lifeline for many of its more than 1,200 members, says Health Improvement Co-ordinator, Ian Shorley-Harlow.

“The social element is enormous. A lot of individuals present with mental health issues or even just weight gain, which has led to unhappiness and caused them to have become withdrawn and isolated. The Wellness Hub offers an avenue to get back out into the community and re-engage.” 
Photo: Wellness Hub at the Arc, Bolsover - social connection is as important as exercise

Driving loyalty and revenue

Beyond the social and health benefits, power-assisted exercise studios are delivering strong financial outcomes. Operators report loyal membership bases, frequent usage and strong secondary spend. These are members who wouldn’t join a mainstream gym, and as such they represent new, sustainable revenue streams.

At Pendle Leisure Centre’s Feelgood Suite, revenue has more than doubled in three years, with a 66% return on investment. Members typically visit two to three times per week, often staying for hours, attending other classes and sessions at the centre.

Bridging health and leisure

These studios help operators strengthen connections with the healthcare sector. Lincs Inspire has built relationships with local GPs, occupational therapists and hospital services to ensure a regular flow of referrals to its 12-week Active Forever referral programme. 

Bolsover’s Wellness Hub works with six hospitals and staff are qualified in Phase 4 cardiac, cancer and pulmonary rehab to support people with complex health needs, including  stroke rehabilitation, cancer recovery, cardiovascular issues, pulmonary problems and Parkinson’s disease. Their work has resulted in a significant social return on investment, saving an estimated £760,000 improved health outcomes and reduced demand on healthcare services in the last year alone. 

“Power-assisted exercise studios enable leisure operators to engage with a demographic that has long been overlooked by traditional fitness,” says Jon Hymus, Managing Director of Innerva. “In an ageing society, where loneliness and ill-health are rife, these social, supportive and accessible spaces are helping people live longer, healthier and happier lives, while generating revenue for operators. They’re a win-win for everyone.”

Photo: Feelgood suite, Pendle - power assisted exercise helps operators attract new demographic of members

If you want to reach new audiences, contact Innerva by emailing info@innerva.com or completing our form at https://www.innerva.com/contact-us 

Lead photo: Move Hub Louisa Centre is one of three safe, supported and social wellbeing spaces from Durham County Council.