The largest growing age group in the fitness clubs is not the over 75s in the UK but believe it or not it is the over 85s.
According to some latest stats in health club membership the longest and the most loyal customer is the one between 50 and 55 years of age and the shortest tenure is the age groups from 18 to 24 years of age.
Membership retention is not the easiest to fathom but it’s pretty conclusive that the older we get the longer we stay. Ironic that almost everything we provide is aimed at the people who continually move from one club to the next or pack it in altogether.
Classes like 24 body attack or any of the high-intensity classes aren’t as popular with the over 55s. Bootcamps and ageing don’t exactly mix, intensity and age aren’t a great for the body.
Age always comes at the bottom of our priorities when equipping our gyms, yet the biggest draw for all members is how our gyms are equipped and keeping members is dependent on how old we grow our clubs.
Words by Ken Heathcote