There are traditional hallmarks of femininity when it comes to Western culture, historically speaking. Women have been expected to be dainty, graceful, delicate, and perhaps most of all, youthful. A woman’s value has almost always been rooted in her youth.
Consider the “anti-aging” market geared at women. It’s a nearly 80 Billion dollar industry in the US, quite literally capitalizing on an insecurity women have been conditioned to adopt for centuries.
But recently, there’s been a shift in what is societally “acceptable” regarding femininity and womanhood. We’re finally shedding some remnants of a marriage market era that emphasized youth above almost all else (due to factors including dowries, childbearing, loyalty, and naiveté).
Are women — at long last — allowed to age?
Though we won’t see the undoing of hundreds of years of cultural conditioning overnight, the shift is, in fact, happening. The latest trend? “Pro aging.”
Older women are becoming influencers on social media (sometimes called “Granfluencers,” sharing day-to-day living, wisdom, tips, and simply… well, existing in the public eye.
It’s happening in the gym, too, where more and more women are feeling comfortable in these settings; The Wall Street Journal recently reported on this. 98-year-old Johanna Quaas continues to practice gymnastics and is awing audiences globally with her strength and commitment to continuing to do what she loves.
A 64-year-old real-estate agent in Massachusetts told WSJ that “her mother discouraged her from any sort of physical activity because it wasn’t ‘ladylike,’” but when she saw more women her age at gyms, she was inspired to try Olympic lifting.
Representation matters. Seeing yourself in someone else — in an arena you may not yet be comfortable in — is important. Whether that’s in the gym or on an Instagram reel, it’s making a difference.
The American Society on Aging emphasizes the importance of this representation, and the ability to tell stories of older women — but that comes down to older women having the ability to tell their stories. “In Hollywood, the number of women filmmakers and screenwriters is markedly less than men and when you break this down by age the numbers reduce further.” The same can be said for any number of industries, including fitness.
The New Playbook For Aging
WSJ says, “For many women over 50, there is a new playbook for aging.” The playbook’s primary contents? Strength-training workouts: building muscle, bone density, and confidence.
Clubs are seeing the numbers to back this up. More and more of this demographic is signing up for club memberships. ACSM’s 2024 Worldwide Survey of Fitness Trends predicted that “fitness programs for older adults” are rising.
CrossFit even reported that “11,700 women between ages 50 to 59 signed up to compete in [the CrossFit Open] 2024,” marking a 40% increase in just three years.
Polly McKinstry, who has ranked #1 in the 65+ age category in the CrossFit Games since 2021, credits this form of strength training for preventing the deterioration of her knee and even helping her recover from a knee replacement surgery.
This brings up an important part of “healthy aging” that is often overlooked (especially with what is marketed to women)... it’s not just about expensive creams and cosmetic procedures. Fitness plays a crucial role in longevity, including helping individuals age more comfortably and more easily. It gives us the ability to enjoy life more and more as time goes on, instead of deteriorating with the passage of years.
But when it comes to anti-aging, women are often directed to prevent wrinkles with preventative Botox and collagen serums… and less often told to prevent heart attacks and bone density loss with strength training.
64-year-old Ohioan Teresa Burkett told WSJ: “I used to focus so much on the thought of getting old. I had a lightbulb moment where I thought, it’s not our gray hair and our wrinkles that make us look old. It’s the lack of strength and muscle, and we have some control over that.”
Setting a New Precedent
Seeing older women in these arenas isn’t just inspiring for other individuals in this demographic — it's transformative for future generations as well. Sarah Stevens, a 37-year-old mother of two in Knoxville, TN, tells us she attends regular Jazzercise classes in her area, with classmates who range from 20's to 90's.
Stevens feels “completely inspired in every single class” by seeing the women older than her. “One of my classmates has become a dear friend; she is in her 70s and still shows up in a crop top and dances better than all of us!” She shared that though she’s still struggling with the concept of aging, seeing these women in her workouts has reassured her that there is — and always will be — space for her in her gym, no matter what life stage she’s in.
What does this mean for health clubs and gyms? How can we be involved in this shift?
As we mentioned, representation matters. This shift starts with creating an inviting and comfortable space for older women — because once a few are through the door, they’ll be an inspiration to others.
Design Demographic-Specific Programming
Creating a space that is inviting for women is step one. The concept of female-friendly environments — particularly in the fitness space — is another topic we could get into, but consider elements like communication, staff training, locker rooms, and programming.
Classes and training programs designed for older women ensure that you’re targeting the specific needs of this demographic. Seeing how women have been overlooked in sports medicine and science for a very long time, this attention and anticipation of needs is likely to be especially appreciated by the often neglected aging female population.
"Women over 50 have very specific needs when it comes to health, wellbeing and fitness,” says Lauren Roxburgh, best-selling author and founder of the Aligned Life Studio, a holistic health and wellness platform designed specifically with this age group in mind. “They’re dealing with hormonal issues and major life changes like menopause, yet at the same time, they’re also at the top of their careers, balancing busy family and personal lives and wanting to remain as vital and youthful as possible. And there’s no reason why they can’t do it all. While maintaining strength is obviously important as we age, I’ve found the key is in taking a holistic approach that emphasizes true mind-body connection over beating yourself up doing hard core workouts and counting every calorie. It’s about getting into your correct alignment, reducing stress, eating well, and being kind to yourself. I’ve developed a whole protocol that encompasses workouts and healing sequences, diet, mindfulness practices, and other tips and tools to help women do this without breaking their budget - or themselves!"
Roxburgh has over 10,000 women as members of her Studio, many of who attest to the power of her method, particularly for women over 50. “Her approach has been a game-changer for me and has helped me get out of pain, feel more balanced and lose that stubborn weight I just couldn’t seem to drop,” says Holly Handorf, 53, of Mesa, Arizona. “She taught so much and I find I no longer live just in my head but in my body. Lauren has also helped me let go of a lot of stress and really get my life back - it’s changed my life!”
Brad Thorpe, CEO of Isophit, also talks about understanding the challenges facing these women in order to be part of the solution. “Osteoporosis, strokes, and heart attacks, along with Alzheimer’s disease, are increasingly affecting women over the age of 50,” says Thorpe. “Isometric strength training offers superior results compared to traditional exercise methods in reducing blood pressure and enhancing muscle, bone, and tendon strength. Additionally, studies show that increasing isometric muscle strength can boost longevity rates by 31%, compared to a 14% increase from dynamic muscle strength.”
Thorpe adds that “Through the implementation of a strategically designed whole body isometric strength training program—with niche isometric strength training products like Isophit—women of all ages can significantly impact their physical and mental health, as well as their functional performance. Isometric strength training requires virtually no skill to perform, making it accessible to everyone, and carries an extremely low risk of injury.”
In addition to the training programs themselves, designing facilities with older populations in mind also comes into play. The right equipment and layout can make a significant difference in the success of training programs, safety of clients, and satisfaction of the community. Many factors are important with this fusion of gerontology and architecture, but even if you aren’t designing a facility from the ground up, you can implement certain facets. Think: additional safety features and locks on equipment, visual aids, and floor markings to prevent tripping and falling in any areas with ledges, stairs, etc, HR monitors to borrow during a session, non-slip flooring, seating, and rest areas, and adequate lighting.
Consider how you might be able to create a space in which older women not only feel comfortable but can truly thrive. A space where they feel celebrated and empowered, connected, seen, and understood. We’re excited to see what happens in your clubs and communities.
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Industry Happenings:
Upcoming Events:
- The Fit Expo, August 17-18, 2024, Anaheim, California
- Dallas MANIA® Fitness Pro Convention, August 23-25, 2024, Dallas, Texas
- Annual Wellness Summit, August 26-29, 2024, Chicago, Illinois
- AMTA National Convention, September 12-14, 2024, Tampa, Florida
- Mental Health America Conference, September 19-21, 2024, Washington, D.C.
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Upcoming Workshops in August & September:
- 20+ workshops from Peak Pilates
- 20+ workshops from Spinning®
- 20+ workshops from TRX®
- 11 workshops from Oxygen Advantage
- 8 workshops from Mike Boyle's CFSC
- 3 workshops from Gray Institute
- 2 workshops from U-Jam
- 1 workshop from Athleticum
- 1 workshop from Nordic Flow Academy
- 1 workshop from SoulBody Fitness
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Industry News:
- Technogym offered personalized training support with its AI-based ecosystem to support Olympians in Paris.
- Student-athletes at the new Clemson University facility now have access to Hydromassage.
- Non-profit organization Kynisca Sports International Ltd. introduced the Kynisca Innovation Hub, created to unlock female athletic potential.
- Zumba Fitness and Samsung Health have announced a partnership to "elevate global fitness and wellbeing."
- Mindbody launched Mindbody Insurance.
- Life Time is raising its full-year revenue guidance to between $2.56 and $2.59 billion following strong second-quarter performance.
- BODi launches a content partnership with the American Diabetes Association.
- Popular European gym chain, McFit puts strength training and female-only fitness at its core.
- Fitness International acquired XSport Fitness.
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Thanks for Reading!
This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.
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A Note from Peter & Kathie
The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.
Keep Inspiring,
Peter & Kathie Davis
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