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Fitness programming for older adults has ranked third in the American College of Sports Medicine’s (ACSM) 2024 trends report for the second consecutive year. This insight, drawn from an annual survey of over 2,000 clinicians, researchers and practitioners in the fitness industry, provides operators around the world with valuable data for making strategic business decisions. Fitness programmes for older adults has consistently ranked in ACSM’s top trends since 2017, showing that this is a lasting shift, not a fad. If you haven’t expanded your offering to meet the diverse needs of older adults – beyond traditional options like aqua aerobics – now is the time to act because this demographic is expanding at an unprecedented rate.

A growing, but under-served market

In the past four decades, the number of people in England aged 50 and over has surged by 47 per cent, and those over 65 by 52 per cent. There are now more than 10 million people aged 65 or older, making up 18% of the population.

In the next 40 years, the number of people aged 65-79 is predicted to increase by nearly a third, while the number of adults aged 80 and above is set to more than double. 

Despite these figures, older adults are still under-served by the UK health and fitness sector. This rapidly expanding demographic is a prime opportunity for you to grow your market and attract new and loyal clientele to your facility.

The importance of age appropriate exercise

Older adults have unique fitness needs that call for specialised programming promoting strength, flexibility, balance and cardiovascular health, says Cayla McAvoy, co-author of the ACSM report.

“By focusing on these aspects, they not only improve physical capabilities but also bolster mental wellbeing and overall quality of life. Research demonstrates that regular exercise among older adults leads to reduced risk of chronic illnesses, enhanced cognitive function and increased independence. And, of equal importance, these programmes foster a sense of community and support, crucial for maintaining motivation and adherence among older adults.”

These elements – cardiovascular fitness, muscular strength, balance, flexibility, and social wellbeing – are the cornerstones of what we call the five elements of healthy ageing. Power-assisted exercise programmes are particularly beneficial in addressing these elements, providing a supported and effective way to improve quality of life for older adults. Ensure that your offerings, whether that’s balance training, yoga or functional fitness, address these elements to promote sustained wellbeing.

Creating welcoming and accessible spaces

For older adults, a health and fitness club can be so much more than a place to exercise – it’s a place for social connection. According to Age UK, more than 2 million people over 75 live alone, and over a million go more than a month without speaking to family, friends, or neighbours. Centres that promote community can offer older adults a crucial space for engagement. Group exercise sessions and providing areas for a chat and a cuppa afterwards can help foster a sense of belonging.

Creating a welcoming and accessible environment is essential. Consider the design of your facility: wheelchair-friendly equipment, easily navigable spaces and trained staff provide a safer, more inclusive experience. If older adults feel welcomed and supported, they are more likely to become long-term members.

Supporting older adults makes business sense

As life expectancy increases, more people are looking to stay active to support their health and maintain independence as the age. The ACSM’s 2024 report makes it clear: fitness programming for older adults is here to stay. Providing fitness programmes for older adults not only aligns with the ACSM’s insights but also ensures that your business is prepared to meet the demands of a growing and loyal market.