Active 45-54 year olds

This active cohort is still significantly exceeding the recommended guidelines.

As their children get older, it becomes easier to fit in even more activity. Individual sport and physical activity pursuits are still popular, with physical activity more prevalent.

1.3 million people39% of 45-54 year olds

8.1 Average number of sessions per week

2.8 Average number of different activities

Characteristics

• Like feeling good about themselves
• Want to be good role models and to promote the principles of a healthy and active lifestyle to their children
• Value facilities and ease of use over social interaction
• Consider their daily or weekly physical activity routine to be critical.

Similar to the previous life stage, sports that can find a way to engage and connect on a flexible and individual level are more likely to succeed in attracting and retaining this cohort.