Healthy Ageing Summit’s Ken Baldwin explains the potential of the fitness market for older Australians

Australia is undergoing a demographic transformation, with more than one in six Australians now aged over 65 - a number that will continue to rise for the next two decades.

In addition to this population shift, there is a changing mindset among adults with today’s over-50s not winding down but instead investing in their health, seeking expert support and redefining what it means to age well.

Ken Baldwin, co-founder of the Healthy Ageing Summit and Director of the Healthy Ageing Institute, sees that this evolution is creating one of the most exciting and underserved growth markets in fitness and wellness.

With the over-55s demographic identified as the fastest growing segment in gym memberships - with participation in structured fitness, wellness and active lifestyle programs increasing year-on-year, Baldwin is concerned that despite their rising presence, older adults remain underrepresented in program design, instructor training and mainstream fitness offerings.

Baldwin (pictured below) explains “there’s a huge gap between demand and delivery.

“This demographic wants to move better, feel better, and live longer - but in many cases, the fitness industry still speaks to 25-year-olds. That’s a missed opportunity on every level - commercially, professionally, and ethically.”

Baldwin believes that health and wellness professionals are uniquely positioned to close this gap - if they have the right education and tools - noting “this isn’t about slowing down - it’s about programming for purpose. Older adults want evidence-based approaches that are tailored to their stage of life. And professionals who can deliver that are going to be in incredibly high demand over the next 10 years.”

The Healthy Ageing Summit 2025, taking place 29th to 30th May on the Gold Coast, aims to equip professionals with the knowledge and skills to support an ageing, yet thriving, population. Now in its third year, the event brings together fitness experts, allied health professionals and wellness leaders to explore the latest insights across the seven pillars of longevity: movement, mindset, nutrition, recovery, social connection, environment, and purpose.

The 2025 program will feature interactive workshops, expert panels, cooking demos, and specialised deep-dives into topics like gut health, chronic condition management, and transitional programming. Headline speakers include Ian O'Dwyer, Emily Splichal, Bobby Cappuccio and Karen & Ken Baldwin, alongside other industry leaders.

Baldwin sees the Summit not just as a conference, but as a movement to reshape the ageing narrative in the industry, adding “the future of fitness isn’t about six packs and high-intensity for the under 30s - it’s about creating sustainable health strategies for real people at every age.

“If you’re a health or fitness professional and not engaging with this space, you’re missing out on the biggest opportunity of the next decade.”

Click here for more information on the Healthy Ageing Summit in the Australasian Leisure Management industry Calendar.

Main image credit: Healthy Sunshine Coast.