Insufficiently active 55-64 year olds

At this life stage the insufficiently active cohort drops below two activities for the first time.

Looking after grandchildren and doing house/garden work starts to substitute for an activity.

1.4 million people47% of 55-64 year olds

2.7 Average number of sessions per week

1.8 Average number of different activities

Characteristics

• Strong resistance to committing to set times and a routine
• Want to be able to change plans without guilt
• Feel embarrassed by exercising in public (mostly women)
• Sometimes find gyms and clubs intimidating
• Regularly look after grandchildren
• Believe physical activity around the house and garden is exercise, even if you are not puffing and sweating.

A socially/community connected sport experience that isn’t intimidating, can be appealing for this group.