Why now is the time to engage the over-65 market
The over-65 population is one of the fastest-growing and most underserved audiences in the fitness industry. In this article, we explore why this group represents a powerful opportunity for leisure and fitness professionals – and what makes them such valuable long-term members. You’ll also find a free downloadable guide at the end of the article, offering practical tips to help you start engaging this audience with confidence.
In this post:
- Why over 20 million UK residents will be aged 60+ by 2030 – and what that means for your gym
- How activity levels in older adults are rising faster than any other group
- Why gyms that engage this demographic see better retention, steadier off-peak usage, and increased service uptake
- What older adults are really looking for in a gym – and why “gentle” isn’t the answer
- How small, smart changes to layout, branding, and communication can lead to big results
This is the first article in our Stronger for Longer campaign – helping Local Authority and independent gym operators unlock the full potential of the over-65 audience.
Looking for our ‘Engaging the Over-65s’ Free Guide? Download here.
Download Our Free Guide
Call us on 01772 428 434 to speak with our team about creating a more inclusive fitness space.
A growing population with growing potential
Why it makes business sense
Engaging this demographic isn’t just the right thing to do – it’s a strategic decision. Consider these benefits:
- Higher retention rates: Once they find a gym that meets their needs, older members tend to stay loyal.
- Off-peak usage: The over-65s prefer quieter, daytime visits, helping balance your gym’s daily flow.
- Word of mouth: When one person feels safe and confident, they often bring partners or friends – especially in community-led spaces.
- Add-on services: Older adults are more likely to invest in personal training, wellness check-ins, and body composition scans – especially if health or mobility is a concern.
And yet, only 17% of men and 14% of women aged 65+ currently meet the recommended guidelines for strength and balance activities (NHS, 2023).
That’s a gap gyms can directly help fill.
What they’re looking for
Older members aren’t just looking for “gentle exercise.” They’re looking for safety, confidence, and support in staying strong and mobile as they age.
- A welcoming tone and inclusive branding
- Clear signage and accessible layouts
- Equipment that supports balance, joint care, and progressive overload
- Staff confident in working with age-related conditions like arthritis or osteoporosis
- A focus on strength, balance, and social connection – not just cardio
Small changes, big results
You don’t need to overhaul your entire facility. Start by making space for quieter hours, adaptable equipment, or specialised classes. Most importantly, let your marketing reflect that your gym is a place for every age.
This demographic is ready to move and loyal to businesses that make them feel welcome.
In the coming weeks, we’ll be sharing practical design tips, success stories from gyms already doing this well, and a free downloadable guide for gym owners. You’ll also meet real facility managers and trainers who are seeing results from programming for the over-65s.
Ready to start engaging the over-65 market?
Download our free guide – How to Attract and Engage the Over-65 Gym User – for practical steps on adapting your facility, programming, and messaging.
Call us on 01772 428 434 to speak with our team about creating a more inclusive fitness space.