Australia’s population is ageing, which means every fitness vertical has a growing cohort of older members whose needs and preferences deserve purposeful design. In 2024, 17.73% of Australians were aged 65+.

By 2066, older people (65+) are projected to make up 21–23% of the population. Combined with the prevalence and popularity of exercise as medicine in modern health and aged care, it’s more important than ever to ensure that the health and fitness market meets the needs of senior Australians to ensure they have quality, community-led fitness experiences for many years to come.

Why senior Australians represent the next big fitness market

Australia’s population is aging due to an increasing life expectancy, better overall health and decreasing fertility rates. 1 in 6 Australians are aged 65+, and over half of older Australians (53%) are women – representing a large percentage of the population.

Many older Australians use fitness as a way to connect and bond with contemporaries, as well as improve their health and overall wellbeing. In fact, social connection, and not performance, is often the primary motivator for older Australians. Walking (gentle, low-impact exercise) is the most popular activity for Australians aged 70+, followed by swimming, gym/weights, hiking, and golf.

An increasingly connected world

Older Australians (65+) increasingly use mobile devices, but many remain cautious about technology and online processes. Programs like Be Connected exist precisely because older cohorts benefit from guided, assisted pathways and safer digital experiences. In 2018, 38.4% of older Australians had not used the internet in the prior three months However, by 2024, mobile phones and messaging are near-universal among seniors: 93% of Australians 65+ use text messages, and 98% use email.

That means simple, SMS-first communications can be both accessible and effective for senior Australians.

Challenges that prevent senior Australians from signing up to gyms:

• Complex sign-up processes
  
  
• Confusion around payments
  
  
• Limited payment options
  
  
• Unclear communication

These issues can discourage senior Australians from participating in fitness. The right solution can remove these barriers and make it easier for seniors to find community in their fitness experience.

10 principles that apply across gyms, pools, clubs, and health and wellness studios designed for senior Australians

1. Offer staff-assisted sign-ups alongside digital forms to ease onboarding
   
   Even tech-confident seniors appreciate guidance. Provide tablets or concierge desks and train staff to complete sign-ups with the member. Anchor your approach in person-centred design and build trust by explaining each step, especially around privacy and payments.
   
   
2. Keep the online journey optional and simple
   
   Because a significant share of older Australians is less active online, always provide offline pathways (phone, in-person, paper). This improves equity and reduces drop-off
   
   
3. Communicate in plain language, and prioritise SMS for time-sensitive notices
   
   Seniors widely use texts and email, so lean on SMS for reminders (e.g., class bookings, pre-debit alerts) and follow up with email to include more detail.
   
   
4. Program design: emphasise low-impact, social formats
   
   Walking groups, aqua aerobics, gentle yoga/Pilates and beginner-friendly strength classes align with seniors’ preferences and joint health needs.
   
   
5. Price transparently; explain value in terms of community and continuity
   
   Clarity builds trust. Seniors value predictable costs and consistency. Avoid jargon and highlight social benefits.
   
   
6. Offer multiple payment options to reduce friction
   
   Australia is a highly electronic payments market. Cards dominate for in-person transactions, while direct entry (including direct debit) accounts for the bulk of non-cash value - so offering both card and direct debit meets familiar behaviours.
   
   
7. Send pre-debit notifications and flexible schedules
   
   Pre-debit SMS reduces surprises and lets members manage balances. Flexible recurring schedules lower stress and churn; this aligns with seniors’ desire for predictability.
   
   
8. Make trust explicit: choose a secure, compliant PSP
   
   For seniors wary of technology, trust signals matter. Prioritise providers that are PCI DSS compliant and align with ISO 27001 best practice; these frameworks protect cardholder data and underpin robust information security management.
   
   
9. Support in-person payments and consolidate reporting
   
   Some seniors prefer to pay on site. Ensure your PSP can accept in-person card payments and consolidate one-off and recurring transactions under a single reporting view, simplifying reconciliation for staff.
   
   
10. Integrate with your member management software
    
    Tightly integrated payments reduce admin and errors. Ezypay, for example, integrates with leading fitness and leisure systems - useful across gyms, pools, and clubs

Building trust through the power of consistent payments

Senior-friendly experiences are built on trust, simplicity, and social connection. Design every step, from sign-up to payment collection, to be clear, staff-assisted, and inclusive. The payoff is real: higher conversion, happier members, and longer relationships across gyms, pools, studios, and clubs.