One in four UK gym members is over 55 according to a new and fascinating look at the still often neglected value of the silver market. “Older consumers are embracing everything from Pilates and strength training to cold water swimming and yoga retreats”, it says. “They’re looking for vitality and longevity, not unrealistic ideals.” But although brands including Nike and Peloton have moved to reflect age inclusivity, there is still a longe way to go before this becomes the norm. Much of the fitness industry still markets itself through the lens of youth. “The real opportunity lies in reframing fitness as empowerment at every age -not a race to stay young, but a lifelong commitment to feeling strong and capable.” This overview covers a range of sectors, including technology, noting that with over 80% of people in the UK aged 65-74 now owning smart phones the image of the “tech-shy senior” is badly outdated.
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