Is the fitness industry missing out on a massive unserved market?

I've been doing some research over the last few weeks which has got me thinking about unserved markets for physical activity. In particular I've been thinking about the fitness industry, which is classically focused on high intensity, results based workouts. When I look at the classes available in gyms and leisure centres near me, I mostly see the usual combinations of Les Mills, Military Fitness and Zumba (other fitness classes are available). Typically these are aimed at the young and fit and a subset of people who manage to keep in shape as they hit the other side of 40. But what if you love the idea of a dance or fitness class, but don't feel fit enough to go? I've lost count of the times I've heard in research that people would like to go to <insert physical activity here> but they feel like they'd have to get fit first.

If you search a little bit harder, you can also find activities aimed at what is usually described as the senior market; generally focused on the classic strength, conditioning and balance training. The marketing of these could be a whole other blog in itself - I mean who doesn't want to attend a regular class purely on the premise that this is the best way to avoid slips and trips? Who needs fun and enjoyment anyway? - but that aside, what about everyone else who falls between the feel the burn junkies and those who have perhaps reached a more relaxed stage in their life?

This week I had the privilege of joining a lovely bunch of ladies for a Paracise  class (1) held at the newly refurbished Farnham Memorial Hall in Surrey. I had heard about Paracise through discussions with practitioners about the role of physical activity in social prescribing. It had been cited as a shining example of a deliverer who understood its market and consistently delivered on its promise. I got in touch with the Founder, Sarah Goldsack, who filled me in on the background.

In a nutshell, Paracise is an uplifting, low impact dance based exercise class with diverse routines set to catchy tunes. The focus is on making everyone feel at ease and the getting fit bit kind of happens in the background whilst you're getting on with enjoying yourself. The class is suitable for a range of abilities, as the routines are designed to not put too much pressure on the parts of the body that can sometimes be a bit vulnerable under high intensity exercise. This means it is inclusive for those with low levels of current fitness, reduced mobility or recovering from illness or injury. To be honest it's also great for anyone who fancies a fun exercise class, but would frankly feel too intimidated to walk into something called Insanity or Body Attack.

All in all I have to say it was a massive thumbs up for Paracise and a session I'd definitely recommend to others. The instructor, Kate Shaw, was what I like to describe as an inspirational person (2) and her infectious smile and friendly demeanour had me at ease from the get go.

The class that I attended was aimed at over 50s and, at this particular session, there was a lovely bunch of ladies who made me feel completely welcome. As the session got underway, I also loved seeing how all of the ladies seemed completely at ease as they got stuck in to the moves. Even the staff at Farnham Memorial Hall  were a pleasure and went out of their way to ensure we had everything we needed.

In order to embed the classes more firmly within the community, Kate also organises a series of informal wellbeing talks after the classes where participants can stay for a cuppa, have a chat and learn a bit about a new topic. This week it was all about Reiki and former nurse Jenny had come down to share her experiences of how Reiki had helped in her own life, as well as for those who she now practices Reiki with.

This experience got me thinking more broadly about those audiences that fall between the current offerings. The ladies I met at this class provide just one example; they may be over 50, but they span a range of ages and it was clear to me that they are all active, busy ladies engaged with a range of different things.

Paracise feels like a great option for these missed out audiences and, with classes springing up around the country, it is certainly one I'd expect to go from strength to strength. But it definitely feels like their is room for more and this presents a monumental opportunity for whoever is willing to embrace it. I'm excited to hear what is already out there and to see what else is going to emerge, in the hopefully not too distant future, to grab this opportunity with both hands.

If you're thinking of taking the plunge to work with a brand new audience, Proper Active may be able to help. Get in touch for an informal chat on info@properactive.co.uk.

(1) https://paracise.com/find-a-class/

(2) https://www.properactive.co.uk/properactiveblog/are-inspirational-people-the-key-to-scalability

Title Photo Credit: Roberts Sports Photography https://www.robertssportsphoto.com