Mr Motivator urges rethink of services for older adults

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.

“Older adults need more attention than other members. You have to interact with them and pick up the phone to check they’re okay, 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.”

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.”