Barriers and motivations to exercise in older adults can be far more nuanced than many fitness operators realise. Yet a groundbreaking study from Manchester Metropolitan University (MMU) suggests that when given the right support, communication, and access to safe spaces, older adults are keen to get moving.
In a survey of more than 1,200 people aged 60 and above, researchers found that social factors and beliefs about health benefits outweigh typical concerns such as cost or fear of injury.
Contrary to assumptions that these issues are major deterrents, the study shows they matter far less once older individuals understand what power-assisted exercise is and how it works.
A closer look at the barriers and motivations to exercise in older adults reveals surprising trends. Professor Paul Smith, who led the research project, said the results were surprising. “We asked 28 questions about barriers to exercise and discovered that when people understand what power-assisted exercise is, these barriers have minimal impact on their decision-making, with no single barrier standing out as a major obstacle to exercise.
In fact, older adults are more influenced by social factors and personal beliefs about the benefits of exercise, principally whether they believe the exercise is beneficial for their health, is an opportunity to socialise and are encouraged by what other people think of it. These factors have a far greater impact on their intentions than barriers.”
The cohort included both exercisers and non-exercisers, as well as users and non-users of power-assisted exercise equipment.
Conducted on behalf of Innerva—the leading global manufacturer of such machines—the study was part-funded by Innovate UK through the UKRI Healthy Ageing Challenge. Its aim: harness UK design talent and user engagement to develop solutions that help people thrive in later life.
Notably, once respondents learned more about power-assisted exercise, 92 per cent said they would be willing to give it a try and even recommend it to others.
“This demonstrates a massive opportunity for fitness and community operators,” says Professor Smith. “The older adult market is ready to engage once they are made aware of the exercise options available.
Older adults are a significantly more loyal market segment than other demographics and are highly likely to share their positive experiences with friends.
This is a huge, addressable market that is available and represents a great opportunity for fitness and community operators.”
To delve deeper, researchers used a method called latent cluster analysis to group older adults by how they weigh up the benefits and barriers to exercise.
One cluster, mostly women in poorer health, saw significant personal and social gains from power-assisted exercise and minimal downsides.
They reported being extremely likely to try, continue using, and recommend the equipment. Only one small cluster—around eight per cent of respondents—remained unconvinced, citing little interest in social interaction, less overall health, and scepticism about exercise’s benefits.
Laura Childs, Marketing and Communications Manager at Innerva, believes these findings should be a wake-up call for the fitness industry: “With an ageing population, encouraging more people in this age group to exercise should be a national priority.
This is the first time the industry has engaged older adults on this scale to truly understand what drives them—and what holds them back. The message is clear: they’re on the brink of embracing exercise, just waiting for someone to show them the way.”
For health clubs, community centres, and leisure providers, the takeaway is straightforward. Address the barriers and motivations to exercise in older adults by offering safe, welcoming environments, emphasising the social aspects, and highlighting real health benefits.
From there, the older adult market could very well become one of the most dedicated and rewarding demographics to serve.