Europe is ageing. By 2060, the European Commission estimates that one third of the EU population will be over 65*1. Physical activity is critical for ageing well helping older adults to stay healthy, maintain independence and enjoy improved quality of life in later years. Yet, across Europe, just 31% of people aged 55 years and over regularly take part in any form of exercise.*2
Now, based on the findings of a two-year project, EuropeActive has created a Good Practice Guide for the fitness and leisure sector, retirement living and care operators as well as any others wanting to successfully engage older adults in physical activity.
Co-funded by the Erasmus+ programme of the European Commission and coordinated by EuropeActive, the Active Ageing Communities (AAC) project built on existing knowledge and successful projects to explore how to engage and retain older people in preventative exercise. The project saw 556 older adults take part in specially designed exercise programmes in 18 fitness centres from six European countries. By incorporating four fundamental pillars, the programmes achieved a staggering 90% adherence rate among participants after six months.
David Heathcote, Head of Business Development at Innerva, specialists in power-assisted exercise for older adults, says the findings could mark a new era for active ageing.
“The significance of this research cannot be overstated. Older adults are often not participating in physical activity because current offerings don’t resonate with them. A shift in approach is crucial. These insights have the power to revolutionise physical activity options for aging populations worldwide, enabling older people to lead active lifestyles that enhance their mental and physical health, foster social connections and promote happier, more fulfilling lives.”
The Four Pillars
These four elements are critical to any exercise programme for older people:
- Education – educating older adults about the changes that occur as they age and how they can reduce their biological age.
- Social Connectedness – operators assume that health is the most important factor for older people when considering exercise. In fact, social connectedness is often the primary motivator for older adults, which is supported by Innerva’s own end-user research. Programmes should therefore include opportunities for social inclusion and interaction.
- Exercise – the ACC’s programme’s guidelines around strength training, aerobic training and balance training as well as power training and physical function are crucial for this demographic. However, a fun and social environment is also important.
- Behaviour Change – it’s vital to understand the barriers facing older adults in being active and how these can be overcome. Older people benefit from trusted environments where they feel confident discussing these issues with their peers and learning how others deal with similar issues.
With a growing ageing population in Europe (and worldwide), leisure, retirement living and care operators should take advantage of these best-practice resources and the opportunity to meet the needs of this underserved market.
*1 Green Paper on Ageing. Fostering solidarity and responsibility between generations, European Commission. 2021
*2 European Commission (2022). Special Eurobarometer 525: Sport and Physical Activity
