Expanding Club Active meets exercise demands of growing over 50s market

November 11, 2021

Nigel Benton

Fitness / Marketing / Retail / Wellness /

Set to open its seventh gym in the Brisbane suburb of Carindale at the end of November, Club Active is advancing plans to expand both nationally and internationally with its unique exercise offering for the over 50s.

Since founder Jonathan Freeman (pictured below) opened the first Club Active location at Tweed Heads in Northern NSW in May 2017, the company has grown in south east Queensland to include facilities at Murwillumbah, Parkwood and Carindale along with franchised locations at Burleigh Heads and Bundall.

Beyond the upcoming opening of the Carindale club as of 27th November, other gyms will open at locations in NSW including Castle Hill, Hornsby, Warners Bay and Tamworth in the early months of 2022. Thereafter, over the next five years Club Active aims to open 100 facilities across Australia through its partnership program while its business model is attracting international interest from New Zealand, Asia, the UK and USA.

Tapping into the growing over 50s market - a demographic expected to double in the next 30 years - Club Active has over 1000 members across its six existing sites, with an average member age of 62 years.

The Club Active business model directly taps into what has largely been an under-serviced market, uniquely incorporating clinical support through allied health professionals, with a fully operational fitness centre to offer a multidisciplinary approach to active living.

This enables the delivery of preventative and management programs primarily (but not limited to) the over 50s population.

The group has also recently launched its Fifty 50 group fitness class range release - offering 50 minutes of group exercise designed and developed by and for Club Active members, featuring six signature fun, functional and flexible group fitness classes suitable for all levels.

Freeman - who holds a Bachelor of Exercise Science, a Master of Exercise Science (Rehabilitation) and is an Accredited Exercise Physiologist - explains “Club Active came into fruition because the majority of individuals over 50 are uncomfortable attending the mainstream fitness centres currently available in the market.

“They are not catered for in both facility layout and atmosphere, and more importantly exercise provision and supervision from experts.

“The over 50 demographic does not want to exercise in high-intensity environments, restricting them to ‘school hall’ type movement sessions and outdoor walking. Health and fitness professionals know that walking alone will not increase bone and muscular strength, nor will it improve balance and coordination, all of which is so pivotal when it comes to the ageing process.

“To meet the needs of this market, Club Active is a unique chain of health and wellness centres for the over 50s, with a vision to change the way we age.

“Offering a multidisciplinary approach to both fitness and active ageing through professional allied health services, Club Active delivers a safe, fun and non-intimidating experience.”

"Club Active is booming in an industry where other gym formats are currently experiencing hardship. We attribute this to noticeable changes in motivation to attend the gym among our members, as a result of the COVID-19 pandemic. Due to consistent snap lockdowns and self-isolations, we've noticed that our members now visit our facilities with a different driving factor. As opposed to just trying to keep active, Club Active members visit to socially interact with other, like-minded community members. COVID-19 has also reminded people of the importance of prioritising health and wellbeing.”

Mindful of isolation experienced by Club Active members during lockdowns, Freeman adds “we were able to ensure that our members could keep in touch with their allied health professionals using online Telehealth platforms, and our Club Active App.

“Online Facebook support groups also allowed our members to stay in touch, share stories, post recipes and keep each other motivated when they were unable to catch up in club.

“Our members have stuck together in times of crisis, and we couldn't be more proud. This is what Club Active is all about, creating a community to support and motivate each other.”

Club Active also works closely with General Practitioners to facilitate the use of chronic disease management plans enabling access to Medicare funding.

Depending on individual circumstances, various other funding models may also be available such as NDIS, Workcover, Aged Care and DVA.

For more information on Club Active contact Adam Jahns, Business Development Manager - Club Active on 0411 148 049, E: adam.jahns@clubactive.com.au

Images courtesy of Club Active.

About the author

Nigel Benton

Co-founder/Publisher, Australasian Leisure Management

Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.

With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.

Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.

In addition to publishing, Nigel speaks on marketing communications at a range of industry events.

He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).

In 2020, he launched the new Asian Leisure Business website.

As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.

Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.

His philosophy on life is to be kind to all and to indulge those that you love.

His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.

Click here to connect with him via LinkedIn.