Derrick Evans MBE, better known as Mr Motivator, has warned that the fitness industry is overlooking older adults, one of the UK’s fastest-growing populations.
The 73-year-old fitness icon, who rose to fame in the 1990s with his ITV GMTV workouts, says many operators still view older members as a risk rather than an opportunity, a perspective he describes as “lazy and short-sighted”.
“Older adults, when properly supported, are incredibly loyal, have money to spend and can become your biggest advocates,” says Evans, who is championing a new era of healthy and active ageing as brand ambassador for power-assisted exercise specialists Innerva.
He argues that conventional gyms are often unsuitable for older adults. Instead, they seek inclusive spaces where they can move safely, build confidence, maintain independence and most importantly of all, socialise.
“Go to a power-assisted exercise suite and you’ll see people planning their next visit with their friends and chatting over a cup of tea afterwards. Some sites arrange meals out, day trips and bingo nights.
“At a stage of life when most people’s social circles are shrinking, when they are dealing with loss or major life changes, these spaces give older adults a sense of belonging which keeps them coming back,” he says.
Evans is blunt about why more operators aren’t supporting this demographic. “Older adults need more attention than other members. You have to interact with them and pick up the phone to check they’re ok if you haven’t seen them in a while. Many operators just aren’t willing to put in that effort. Instead, the industry obsesses with signing up new members every year.
“It’s easier, but it’s lazy.”
Life doesn’t always slow down…
He also highlights a common misconception: that life slows down after retirement. “Most people aren’t aware they can get stronger, fitter and more confident as they age. They need encouragement and reassurance, which is why dedicated exercise spaces are so important. They need to know the equipment is safe and suitable for their mobility and health needs, that staff genuinely care and will listen, and that someone will notice if they don’t turn up to their regular session.”
Evans says that serving older adults isn’t only about physical activity. “Yes, strength and resistance training matter. So does balance and cognitive work. But so does sitting down with a crossword, playing cards, having a cup of coffee and listening to talks about health and life experiences. Older adults want a space where they feel welcomed and can strike up conversations the moment they walk in.”
He points out that many leisure centres already have the infrastructure to support this demographic, they just need to take the next step.
Evans urges operators to rethink their strategies if they want to cater for older people. “Older adults don’t want to train next to rows of scantily clad 20-somethings at peak hours.
“Think about the timing of activities, the environment and your messaging. Reach out to local councils, care homes and community centres to promote activities. Let older people know that you genuinely care, that you have time for them and a space where they can feel safe and supported.”
He also advises that centres should use images of older people in their marketing and employ active older staff.
“At some point, we have to take responsibility for our ageing population; we can’t rely on the government to do it for us. The fitness industry needs to seriously rethink how it serves older adults. With a little effort and care, operators can create welcoming spaces that offer activity, support and social connection to attract a new wave of loyal, engaged members.”
