Steve Scales, Chief Revenue Officer at the UK’s leading leisure management software company Gladstone Ltd, explains:
While 65+-year-olds represent 22% of the UK population, they only make up 9% of gym memberships in the UK. That’s because historically, the fitness and leisure industry has pursued the younger generation when it comes to memberships, but in doing so, they are missing out on a huge opportunity to tap into a section of society who often have the time and resources to become loyal members.
Indeed, research shows that members over the age of 50 are more likely to keep up a gym membership than any other age group given that they are mostly settled in one place (unlikely to move house repeatedly), have more expendable income, and often have more time to spend looking after their health.
So not only is appealing to the older generation beneficial for leisure operators through the provision of a more secure membership base and thus business stability, but also relative to public health. Despite misconceptions, those over the age of 60 are very well versed in smart phone technology and apps, something operators should embrace when attracting customers from this demographic to their centres. New research from the University of Cambridge has found a link between an increase in the amount of time spent physically active and quality of life for those over the age of 60.
Here, I’ve identified some of the ways in which fitness and leisure operators can attract and retain the older generation:
Switching to mobile booking apps
Older generations are far more tech-savvy than given credit for, and contrary to popular opinion, switching to mobile booking platforms has the potential to boost engagement by enabling them to book into classes from the comfort of their own home.
Take Wellington Health and Fitness Club for example, whose 2,000-strong membership is predominately made up of members aged over 50, and 400 of which are aged over 70, all of whom have benefitted from the switch to a mobile booking app.
Before we supported them with implementing an app solution, members were required to physically book fitness classes at reception using complicated booking forms, which often resulted in queues at peak times. Following the switch to digital, members of all ages can book classes instantaneously, anytime and anywhere. This is particularly beneficial for the over-50s or ‘Invincibles’ as Wellington calls them, as a far more accessible way of making the gym part of their weekly routine.
As well as creating a more hassle-free way to book classes, introducing a mobile booking app has allowed for more efficient operations across the board, broader programmes and improved customer service, which has resulted in an uptick in membership retention. In fact, Wellington’s waiting list is 150-strong!
Effective programming
The key to driving engagement amongst the over-60s is a wide-ranging programme of activities and classes suited to people of all abilities.
There is nothing more demoralising than turning up to a fitness class full of only seemingly more experienced and perhaps younger, fitter individuals. Thus, it’s important to consider implementing regular group classes in which attendance is limited to older members in order to make them feel more welcome whilst also providing an opportunity to meet others of a similar age.
My recommendation would be to implement a variety of weekly, low-impact classes such as Zumba, swimming pool aerobics and yoga – it’s these types of classes that will strengthen the bond between your clients and subsequently increase the retention rate.
Operators should also consider which times work best for their older members, with timetables adapted to suit their needs.
Including a social aspect
Offering a wide-ranging social programme that goes alongside physical activity is another good way of boosting over-60 attendance.
More recently, gyms have begun to implement a wide-ranging social programme that goes alongside physical activity, for example, theatre trips, walks and talks etc, which enable members to engage with each other outside of the facility, forging relationships which ultimately give members another reason to turn up regularly.
Recruitment
Building relationships with clients is critical, so it’s essential to hire personable staff who contribute towards the community feel of facilities. It’s about making your members feel known and understood, which is particularly important for those aged 70 and above given that for them, social interaction can often be more limited.
At the same time, operators should think about hiring older fitness instructors who are relatable for those over 60. Not only do these instructors often have more experience, but they also have a better understanding of the issues faced through ageing, making it easier for more senior members to relate and open up, sharing their own issues and concerns.
Working with an older fitness instructor can also be especially motivating to more senior clients – they see the trainer engaging in regular exercise, inspiring them to do the same.
Going above and beyond
Finally, those operators that go above and beyond will likely see better retention when it comes to older members.
Looking at Wellington Health and Fitness Club as an example, the clubs Commercial Manager Ian Davis adds: “We pride ourselves on getting to know and celebrating members new and old. For example, we hold little celebration for every member on their 80th birthday, which is a lovely personal touch point. We also offer free memberships for those other aged 90 and over of which there are currently 12. Making our members feel valued is crucial to our club experience and has been particularly influential in driving retention at the club.”
Older adults are extremely valuable gym members, and those operators who don’t consider them effectively could be missing a trick. Whether it’s through mobile booking apps, more relatable instructors or through simply going the extra mile, there are a number of ways that leisure facilities can attract and retain more senior individuals and reap the rewards in return.
