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Older adults are one of the UK’s fastest-growing populations, but they are still overlooked by the fitness industry. Too many operators see them as a risk rather than an opportunity. This is a mistake because when properly supported, older adults are incredibly loyal, have money to spend and can become your biggest advocates.

The traditional gym model just doesn’t work for older adults. They want inclusive spaces where they can move, build confidence and independence, and most importantly of all, socialise. Go to a power-assisted exercise suite and you’ll see people planning their next visit with their friends and chatting over a cup of tea afterwards. Some sites arrange meals out, day trips and bingo nights. At a stage of life when most people’s social circles are shrinking, when they are dealing with loss or major life changes, these spaces give older adults a sense of belonging which keeps them coming back.

So why don’t more operators support older adults? I think it’s just laziness. Older adults need more attention than other members. You have to interact with them and pick up the phone to check they’re ok if you haven’t seen them in a while. Working with older adults requires a little more effort and a lot of operators just aren’t willing to put that effort in. Instead, the industry is obsessed with signing up new members every year. It’s easier, but it’s lazy.

A missed opportunity

One of the biggest myths about ageing is that once you retire, you sit and wait to expire. I see it all the time especially on the cruise ships - people sitting in the same seats every day, staring out of the window and eating around the clock. 

The truth is that most people aren’t aware that they can get stronger, fitter and more confident as they get older. But they need encouragement and reassurance. That’s why creating dedicated spaces for older adults is so important. They need to know the equipment is safe and suitable for their mobility and health needs, that staff genuinely care and will listen, and that someone will notice if they don’t turn up to their regular session.

A place to belong

When thinking about catering for older adults, the more variety you can offer, the better. Yes, strength and resistance training matter. So does balance and cognitive work. But so does sitting down with a crossword, playing cards, having a cup of coffee and listening to a talk about blood pressure, falls or life journeys.

Older adults don’t just want activity, they want somewhere they feel welcomed the moment they walk in, where they can look across the room and strike up a conversation. Leisure centres already have the bones of this in place, so it shouldn’t be difficult to take the next step to truly  cater for older adults. 

The industry must rethink its approach

If operators want to stand out, they need to go back to the drawing board. Older adults don’t want to train next to rows of scantily clad 20-somethings at peak hours. Think about the timing of activities, the environment and your messaging. 

Reach out to local councils, care homes and community centres and promote your activities. Let older people know you genuinely care, that you have time for them and a space where they can feel safe and supported.

Make sure you package your offer properly. Use images of older adults in your marketing
and employ active older staff. One of the reasons I work on cruises is because I reflect the age of its customers, I’m an example of what they can be.

At some point, we have to take responsibility for our ageing population; we can’t rely on the government to do it for us. The fitness industry needs to seriously rethink how it serves older adults. With a little effort and care, operators can create welcoming spaces that offer activity, support and social connection to attract a new wave of loyal, engaged members.