The Fastest Growing Opportunity in Fitness - Written by Vicky Mose

Are you ready to tap into one of the most dynamic, loyal, and underserved customer groups in the fitness and wellness industry?

Women going through menopause, typically aged 45 to 54, are stepping forward in record numbers, prioritising their health and wellbeing. Once the least active demographic (Sport England), this group is now driving a rapid shift in fitness engagement. Women-only wellness spaces have seen an 82% year-on-year increase in participation, proving this is no longer a niche, it’s a movement.

Why Menopause Matters to Your Business

Menopause isn’t just a stage of life, it’s a powerful call for targeted support. It brings real physical and emotional changes: reduced bone density, weight gain, disrupted sleep, and heightened stress. Yet many women report feeling invisible or uncomfortable in mainstream gyms.

This gap is your opportunity.

By recognising and responding to the needs of menopausal women, your facility can:

• Attract a motivated and loyal audience

• Deliver tailored programmes for strength, mobility, and mental wellbeing

• Build trust through knowledgeable, empathetic staff

• Forge partnerships with healthcare providers and community groups

This isn’t only about doing the right thing, it’s about growing your business.

The Business Case for Inclusion

According to research, 76% of gym members want clubs to support them through different life stages. Creating an inclusive environment for menopausal women doesn’t just meet a social need, it provides a competitive edge. Operators that adapt now will stand out in a crowded market and future-proof their offering.

This is a demographic with spending power, high health motivation, and a desire for long-term engagement. They’re looking for spaces where they feel seen, supported, and inspired to thrive.

Start Leading the Change

Imagine How, in partnership with Pocket Rocket Academy, helps fitness businesses turn menopause into a strategic advantage. Our Unlocking Menopause programme supports operators in creating environments that truly cater to midlife women; from staff training and programming to community engagement and marketing strategy.

If your club is ready to evolve, inspire, and connect with a growing and loyal member base, this is your moment.

Let’s make menopause mainstream. Your business can leads the way.

Get in touch. Your next growth opportunity is already walking through your door.