Pools for Longevity

Growing opportunity for gyms and pools to deliver services for healthy ageing, longevity and prevention of health conditions. 

We’re all getting older.

We see it month-by-month, year-by-year - a little creak in our knees, a new prescription for our glasses, or the smile lines deepening on our faces. We’re all affected by the passing of time. But collectively, the increasing number of older people in the population is presenting a big challenge to society. 

In the latest annual report, the Chief Medical Officer of the UK directed attention to the ageing population and the profound effect of poor health on the quality of life for older individuals. With the average lifespan on the rise, so too is the duration of living with health conditions and disabilities. This not only affects those entering their 60s, 70s, and beyond, but also places added responsibilities on their families, who often take on caregiving roles. Additionally, it exerts immense pressure on health and social care services. What’s more, those living in the poorest neighbourhoods are spending more years in poor health, compounding huge inequalities across society.

Living longer lives, but not better lives

Over the 20th century, modern medicine raised the average global life expectancy from 30 years to 72, which is projected to be over 90 by the end of this century. We’re living longer and longer lives. 

The catch is we’re spending more of those years in disability due to health conditions and poor mobility. On top of that, there are huge inequalities, with ethnically diverse and low-income populations experiencing a far worse later life; not only are the poorest living shorter lives but spending most of their later life living with disability. This isn’t just a problem affecting the UK, but all nations. 

The global population is getting older rapidly. By 2050, the EU will have a much older population than today, with more people over 50 than under 50. There is a growing need for services to support this older population to maintain their health and mobility. 

Healthcare is more expensive the older people get

People over 65 currently take up the vast majority of national health budgets, despite vastly more people under 65. In the UK alone, around 40% of the healthcare budget is spent on over 65s, for only 16% of the population. 

With the population ageing, health systems are going to struggle to cope with the demands placed on them. This is further compounded by a shrinking health professional workforce. The WHO projects a shortage of 10 million health professionals by 2030, and this is projected to increase decade on decade. 

Poor health is stressing us out

In a recent report by the American Psychological Association, 24% of Americans rated their stress at 8/10 or higher, a 19% increase since 2019. Of these, 47% wish for more support, and the leading cause of stress is health. This isn't limited to older adults; 58% of 35-44-year-olds report chronic health conditions, and 45% have a diagnosed mental health disorder. Poor health and challenges in accessing national and state health services are driving people towards consumer options. Notably, 65% recognise the stress-relieving power of exercise, reporting post-exercise boosts in mental wellbeing along with physiological benefits for chronic health conditions.

Wellbeing is a big business.

The global wellness economy reached $5.6 trillion in 2022, with spending now 14% higher than pre-Covid. Wellness is projected to be worth $8.5 trillion by 2027, and the wellness market will grow faster than the global GDP over the next five years. People are prioritising health in their budgets, buying products, services and activities that improve their health, with a growing trend towards preventative over reactive services. In the US, wellness consumers spend an average of $5k a year on health & wellbeing. More importantly, consumer spending on health & wellbeing is almost 60x larger than the gym market. There is a large budget for gyms and pools to tap into if they can create physical and mental health services, both preventative and reactive. Some brands are already transitioning from ‘gym’ and ‘leisure centre’ to ‘wellbeing hub’ to get in on a slice of the wellbeing pie. 

Exercise Works

This may sound like a lot of doom and gloom. But most of our health challenges can be significantly reduced through lifestyle change and exercise. Exercise is one of the most researched health interventions, with a growing weight of evidence to treat and prevent many conditions that result in poor health and disability in later life. Exercise reduces the risk and impact of heart disease, dementia, diabetes, cancer, joint pain, mental health, psychological stress and much more. Importantly, the evidence for swimming and aquatic activity is booming, with growing research highlighting the unique properties of water, and water-based exercise to improve health and wellbeing, particularly for older adults. 

There is a gigantic and growing market opportunity for gyms and swimming pools to introduce programmes, classes and activities that directly tap into this market need. Furthermore, people aged 50+ have the largest disposable income to spend on health & wellbeing services to enjoy the highest quality of later life.  

This is where Good Boost is making positive waves in the leisure sector by working in partnership with community, leisure and health teams to create community-delivered therapeutic exercise and wellbeing programmes. Good Boost follows a human and experience centred approach, with all our solutions being co-designed and co-produced with our beneficiaries and stakeholders to create solutions that are fit-for-purpose,creating local health & wellbeing services. Our mission is to transform any space into a therapeutic place. Good Boost has developed digitally delivered therapeutic exercise and rehab, focused on older adults living with a wide range of health and mobility conditions.  Participants follow AI-personalised programmes in swimming pools and in gyms/studios.  Good Boosit is delivering this solution in over 180 pools and gyms across the UK. 

In summary, our world is witnessing a swift increase in the ageing population, posing challenges for current and future health and social care systems in addressing issues related to poor health and disability in later years. This has given rise to a substantial and escalating demand from consumers seeking services for managing their health and wellbeing. Gyms and swimming pools stand poised to tap into this burgeoning customer market, particularly older adults seeking memberships and services to preserve their health and mobility. Additionally, there are noteworthy products available for gyms and pools to integrate into their offerings and classes, catering to this expanding health-conscious consumer base.

Article written by Ben Wilkins CEO and Founder at Good Boost