Why the Elderly Market remains the Untapped Opportunity for Pilates as opposed to Fitness Professionals

When I scan Pilates marketing for studios as well as self-employed instructors so much of the marketing energy and class design is aimed squarely at the young, the fit, and the aesthetically motivated. We see images of twenty- and thirty-somethings on Reformers, flowing through teaser sequences and inversions, framed in bright activewear and minimalist studios. Yet, according to an increasingly compelling body of research from the past decade, this focus may be missing the mark.

Not only is the elderly population more in need of what Pilates offers, but it also represents one of the most under-served and economically valuable demographics in the wellness sector today. Here I explore the data and the opportunity.

The Evidence: Pilates Works, Profoundly, for Older Adults

A wave of systematic reviews and clinical studies since 2015 has firmly established the benefits of Pilates for the elderly. These include:

·        Improved balance and fall prevention: Hita-Contreras et al. (2016) and Patti et al. (2021) found significant improvements in dynamic balance and reductions in fall risk: a key health concern in this age group.

·        Enhanced muscle strength and flexibility: Francisco et al. (2015) reported large effect sizes in lower limb strength, core activation, and spinal mobility.

·        Better mobility and gait: Vieira et al. (2017) demonstrated that even a 12-week programme significantly improved walking patterns and functional movement.

·        Mental wellbeing and mood enhancement: Pilates was shown to lift mood and reduce anxiety in older populations, according to multiple studies including Bullo et al. (2015), via mechanisms such as improved body confidence, social interaction, and postural alignment.

·        Maintenance of independence: These physical and psychological changes translate directly into the ability to live independently — a primary goal for many older adults and their families.

Ripe, Motivated and Financially Capable

While younger audiences often view Pilates as a lifestyle enhancer or fitness trend, the elderly population view it as a route to something far more essential: health span, not just lifespan. Here’s why the elderly market is commercially powerful:

·        They have the time: Retirees are not balancing work and parenting in the same way as younger clients. They can attend classes in off-peak daytime slots, helping studios make use of their full schedule.

·        They have disposable income: Many older adults are mortgage-free, with pension income and savings. They are willing to invest in their wellbeing — particularly when it's framed as a health intervention rather than a cosmetic one.

·        They are loyal: Once trust is established, older clients tend to stick with instructors and programmes long-term. Retention rates in this demographic are significantly higher than among younger, fitness-hopping clients.

·        They are referral-driven: Older adults are part of active social networks — clubs, community groups, faith organisations — and when they find something that improves their mobility and confidence, they talk about it.

Why Aren’t More Teachers Tapping In?

There is a gap in the industry, not of opportunity, but of mindset and education.   I owned 5 studios 2002 – 2011 and have been involved as a stakeholder in several others.  Now in my sixties I have less energy to open another studio but if I did, I would undoubtedly see the opportunity shouting, and enter the niche and create a studio purely for the elderly.  

Far too many instructors graduate from their initial teacher training focused on the “performance” end of Pilates: aesthetic movement, high-level control, and physically demanding sequences. But the majority of people who need Pilates the most are not looking for advanced teaser flows, they are looking for the ability to reach a cupboard, put on shoes, climb stairs without fear, and sleep without pain.

This calls for a shift in perspective, and crucially, in continuing education. Teachers must be equipped to:

·        Assess and programme for clients with postural change, osteopenia, joint replacements, and neuropathy.

·        Communicate with empathy and clarity, adapting language and cues appropriately.

·        Create a studio or class environment that feels welcoming, dignified and safe for older clients.

A Niche or the New Norm?

I used the word Niche a couple of paragraphs earlier, but this is not a niche market; it is the fastest-growing segment of the population in developed countries.  In the UK, over 65s now represent more than 18% of the population, and this figure is climbing.  Globally, the number of people aged 60 or over is projected to double by 2050.

Pilates is perfectly placed to serve this population: it is gentle yet effective, low impact yet demanding, and deeply mindful without being esoteric.

As a Pilates consultant, I see instructors and studio owners constantly looking to differentiate themselves; to stand out, attract more clients, and build a meaningful practice.  The question is: are you going where the need is greatest?

I may not be willing to dive into studio ownership again, but I am ready to create CPD education for Mbodies training Academy to equip instructors with what they need to do so, and I will be doing this with the consultancy team over the Summer and Autumn 2025 ready for the winter and the start of the new year.

The next time you plan your CPD or assess your class timetable, consider this: your future clients may not be who you think they are.  They might not be wearing Lycra, or hash-tagging your sessions on social media.  But they are out there; ready, willing and able to invest in their strength, mobility and independence.

And they are waiting for you to meet them where they are.

Author:  Chris Onslow - Pilates Consultant

Chris Onslow, has run Pilates focussed businesses since 1998.  He and his team specialise in supporting Pilates entrepreneurs and business owners.  With a rich history of owning and running successful Pilates studios in the UK, and supporting others in Europe and the Middle East, Chris has broad expertise in maximising profitability and optimising operational efficiency.  His agency provides top-tier advice on selecting new, pre-owned, and hireable Pilates equipment from renowned brands such as Align-Pilates, Balanced Body or Stott-Pilates/Merrithew.  As the founder of Mbodies Training Academy, Chris continues to revolutionise Pilates education, offering premier online and hybrid CPD and qualification courses for Pilates apparatus instruction and special population CPD.