24/08/2026
Fitness trends move quickly. Facilities—and the investments behind them—do not.
New equipment, technology and training formats can attract attention. But while operators compete for the next trend-led audience, older adults are becoming an increasingly important part of the fitness market.
Serving them effectively requires more than adding a low-intensity ‘senior class’.
What can gyms learn from leisure centres about creating different routes into activity, building community into the service and developing a workforce that can support varied customer needs?
Our latest article explores lessons gym operators can adopt without trying to become leisure centres or investing in community initiatives with no sustainable business model.
Read the full article:
https://www.flmtraining.co.uk/older-adults-are-driving-fitness-growth