06 May 2019
24 Hour Fitness launches active ageing programme to attract 'grey dollar'
BY Tom Walker
Health club operator 24 Hour Fitness has introduced a nationwide active ageing programme as part of
efforts to encourage seniors to incorporate regular exercise into their lives.
The First Fridays initiative will be rolled across all 24 Hour Fitness clubs in the US and will feature free active ageing classes, workshops and social events designed specifically for senior members and their guests.
Taking place on the first Friday of each month, guests will be able to choose from branded classes such as SilverSneakers, Silver & Fit yoga and Zumba Gold, designed to boost mobility, flexibility and cardiovascular health.
To help create social inclusion – which, according to research can be just as important as exercise for senior citizens – the fitness classes will be followed by parties where participants can get to know other fitness-focused adults.
“As we age, we require a focus on balance, flexibility and muscle strengthening in all areas of the body in order to enhance the quality of life,” said Micki Stary, senior director at 24 Hour Fitness.
“We also know that there is an epidemic of loneliness that further contributes to and exacerbates a decline in health as we age.
"These group classes have been developed to specifically target the needs of the 'active plus' members. We encourage all members of the active plus community to bring friends and family and get moving together with these free Active Aging classes and fun events.”
Earlier this year, the company launched a new strategic approach, designed to personalise its fitness offer.
The new strategy will introduce a number of new measures, such as members having a free assessment by a fitness professional, resulting in a personalised, seven-day plan – featuring activities inside and outside of the gym – and the use of a 24GO mobile app to track members' progress.
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