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Those over the age of 55 are increasingly likely to embrace age-appropriate fi tness


FITNESS FOR LATER LIFE Louise Kennedy, consultant


F ✪ FOR FURTHER INFORMATION


itness is becoming more personal. It’s not just about personal training, but about activities that


are tailored to people’s daily routines and lifestyles, their specifi c fi tness goals, preferences, abilities – and age. Older people want to feel young at


heart, but also recognise the age-related health issues they must deal with: weight maintenance, cancer and heart disease risks, balance and mobility issues and so on. Today, 80 per cent of those aged 55 and over say they would like to be able to monitor their own health more effectively. They are increasingly likely to embrace


age-appropriate fi tness activities that help them improve the


quality of their later years and distance themselves from a wide range of negative age-related stereotypes. Older people are also becoming more socially engaged on and offl ine, with leisure and fi tness activities increasingly seen as a social outlet, enhancing emotional wellbeing. In the future, we’re likely to see more gyms launching tailored, age-specifi c activities to appeal to the growing generation of fi t over-55s.


The Futures Company is a leading strategic insight and innovation consultancy, with particular expertise in futures and foresight work – exploring the future needs, motivations and behaviours of consumers, and the broader dynamics shaping the marketplace. The company has teams in the UK, US, Mexico, Brazil and Argentina and partnerships in China, India and Poland. WEB: www.thefuturescompany.com TWITTER: @FuturesCo


From Health Club Management Handbook 2013, p56


READ MORE ONLINE www.leisurehandbook.com CLICK HERE LEISURE HANDBOOK 2014 127


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