Fitness News

Published in Health Club Management 2025 issue 10

www.healthclubmanagement.co.uk

Across the UK, the workforce is undergoing a profound demographic shift. More people are working into their 50s, 60s and beyond and employers are increasingly recognising the importance of keeping this group healthy, active, and engaged.

For the fitness industry, this trend presents a significant opportunity: supporting prevention and wellbeing for older adults, backed by employee benefits available through the workplace.

By 2030, one in five people in the UK workforce will be over 55. This ‘silver shift’ is being driven by longer lifespans, changing retirement patterns and economic necessity. While older employees bring invaluable experience, employers are also facing rising challenges related to health in the form of the musculoskeletal issues, reduced mobility and chronic conditions that are more common with age.

Traditional occupational health approaches are no longer enough. Prevention is now the priority, and that is where the fitness industry can play a central role.

The employer opportunity for health clubs
Evidence consistently shows that regular physical activity reduces the risk of chronic disease, enhances mobility and lowers healthcare costs. For older adults, strength training, balance exercises and cardiovascular fitness are essential for staying well and remaining in the workforce.

For employers, the benefits are clear: healthier employees mean fewer days lost to sickness, reduced insurance claims and greater productivity. For employees, staying active means more energy, better mental health and a higher quality of life – both at work and at home.

This is why an increasing number of businesses are looking to integrate fitness and wellbeing support directly into their employee benefits packages.

For health clubs and gyms, this shift is a chance to expand beyond traditional membership models. Employers are actively seeking ways to give older workers access to preventative health and fitness solutions. Group classes, functional training programmes and age-inclusive induction schemes can all play a vital role.

The demand is clear and growing. Data from GymFlex – a fitness scheme that’s part of the Epassi UK group – highlights a steady rise in participation among older adults. In 2023, 10.7 per cent of GymFlex memberships came from people aged 50 or above. In 2024, this figure grew to 11.3 per cent and in the first half of 2025, it had already climbed again to 12.6 per cent.

This figure is set to rise further over the second half of 2025, highlighting not only the growing enthusiasm for fitness among older employees but also the increasing commitment from employers to support them.

By offering tailored programmes and environments that welcome older adults, health clubs can position themselves as trusted wellbeing partners and tap into new revenue streams through employee wellbeing schemes.

A call to action for the Industry
The ageing workforce is not a future challenge; it’s a reality today. Offering accessible corporate membership options allows organisations to tap into a growing demand for employee health support. This not only creates new revenue opportunities but also positions you as an essential part of a company’s wider wellbeing strategy.

For clubs, now is the time to embrace inclusivity, prevention and partnership. By doing so, you can serve the needs of an evolving workforce while building a stronger business for the future.