Club Active's 'ban on millennials' gains media attention

Club Active’s opening of its first Sydney gym has attracted significant media attention, with reports focussing on the facility only allowing over-50s to join and use the facility.

Expanding on its current operations at six clubs in south east Queensland and northern NSW, the over 50s oriented fitness group has highlighted its targeting of a specific demographic with its new club in the Sydney suburb of Castle Hill.

Tapping into the growing over 50s market - a demographic expected to double in the next 30 years - Club Active members have an average member age of 62 years.

The group’s business model directly taps into what Club Active founder Jonathan Freeman sees as an under-serviced market, with clubs uniquely incorporating clinical support through allied health professionals, backed by a fully operational fitness centre.

Explaining that Club Active gyms are a "safe space for Boomers", Freeman advises “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.

“Mainstream gyms are certainly not designed to support this age group, nor are they overly welcoming, which often impacts their motivation for and ability to exercise comfortably and regularly (while) traditional gym environment can often be intimidating for the ageing population.”

Beyond the Castle Hill opening, Club Active is set to launch three other facilities in NSW at Hornsby, Warners Bay and Tamworth in the coming months.

The media interest in the opening has generated news items in Sydney's The Daily Telegraph, the NZ Herald, Times Now, Free Press Journal, the Daily Mail Australia/Mail Online and on the Ten Network.

However, in their typically sensationalist style, The Daily Telegraph and the Mail Online sought to play up the negative side of Club Active's over 50s emphasis, with the Mail Online suggesting that the gym "could be sued for 'age discrimination'".

The Mail’s report suggested millennials were unimpressed citing ‘twentysomething’ public servant Lawrence Rogers as stating “I wonder whether it’s age discrimination but I’m not a lawyer.”

This and other comments led Freeman to clarity that, despite marketing messages, Club Active would not prevent anyone under 50 from joining and exercising at a their clubs.

Image: Club Active founder Jonathan Freeman.