New campaign from Age UK calls on the nation to Act Now, Age Better

In a sector first, the campaign brings together the world of sport, physical activity and movement, to open doors to new ways of moving in midlife.

New research released today, as part of Age UK’s Act Now, Age Better campaign, reveals that negative early PE experiences are one of the barriers stopping millions of those aged 50-65 from being physically active with the data showing that for many, this began decades ago as nearly half (6.7 million) used to dread school PE lessons.

The campaign, which launches today, encourages mid-lifers to be active so they can live their best possible later life. With 4.1 million mid-lifers still feeling traumatised by PE lessons and a similar number, 4 million, put off exercise and sport for life by PE at school, Age UK is now bringing together the world of sport, physical activity and movement, on a scale not seen before, to inspire and encourage mid‑lifers to give PE another go.  And for those who used to enjoy it but may have fallen out of the habit, to rediscover the joy that sport can bring.

With sports groups now more inclusive, supportive and welcoming than they were 30-40 years ago, there’s never been a better time for mid-lifers to reconnect with fitness and find a community that truly embraces them. 

That’s why the Charity is working with over 50 sporting partners, including: Badminton England, British Cycling, British Rowing, EFL in the Community, England Boxing, England Netball, Everyone Active, Lawn Tennis Association, Muslim Sports Foundation, Pickleball England, Rugby Football Union, Ramblers, Sport England, Swim England, Team England - the nation's Commonwealth Games Team and Women in Sport*, to help to bring sport back into people’s lives - but this time without the trauma – and to help them find an activity that suits their goals and their lifestyle and most importantly something that they enjoy!

The new research shows that many mid‑lifers are still held back by the emotional baggage of school‑day PE, with millions remembering feeling self‑conscious about their body (40%) or being picked last for teams (40%), but Age UK believes that with the right opportunities and support, mid‑lifers can get active, connected and motivated for the long term. Act Now, Age Better is empowering those in midlife to let go of these past experiences and embrace this time in life by investing in their future.Sports activities have evolved significantly over the years, with better facilities and support, as well as a strong community spirit no matter what your background or experience, there has never been a better time to give it another go and discover the joy of moving in a way that works for them.

Despite the bad memories held by many, Age UK found that many in midlife do want to get moving, in terms of what would motivate them to get more active:

• One quarter (23%, equivalent to 3.3 million) said age specific classes or groups 

• One fifth (19% equivalent to 2.6 million) said more beginner only sessions 

• Almost one in five (17% equivalent to 2.3 million) said a more inclusive and welcoming feel to classes or groups 

• Almost one in five (16% equivalent to 2.3 million) said increased accessibility of classes or groups 

• Almost one in five (16% equivalent to 2.3 million) said the potential to make new friends 

With 5.9 million (42%) anxious about joining a sports group or class at their age AgeUK has teamed up with sports organisations across the country to offer mid-lifers inclusive activities, from beginner classes to age-specific groups. From 21st April and throughout the summer, the campaign will showcase a wide range sports and activities to try, with many of the sporting partners offering free taster sessions and a range of resources to make it easy for people to try something new.   

Act Now, Age Better is being supported by a number of sporting figures and health experts including Sally Gunnell, Mark Foster, Dame Denise Lewis, Gabby Logan, Sir Muir Gray, Dr Hussain Al-Zubaidi and Dame Kelly Holmes.

Double Olympic Champion, motivational speaker and Age UK supporter, Dame Kelly Holmes, said: “The benefits of sport and exercise are endless. It doesn’t matter whether you’re a professional athlete competing on a world stage, or a busy parent who has just managed to carve out a few hours for yourself one evening a week to head along to your local netball group.

“It’s about self-care, making new connections, feeling team spirit, supporting mental health, getting outside and feeling strong and capable for as long as possible. Age UK’s Act Now, Age Better campaign is a fantastic reminder of all those things and how important they can be for someone in midlife who is looking to increase their chances of living a better later life.

“It might feel like a small thing, or a task that can be shoved to the bottom of a never-ending to-do list, but trust me – it can make a world of difference.”

Sally Gunnell, Olympic Gold medallist and Age UK supporter, said: “I’ve been lucky enough to represent Great Britain and experience some incredible highs in my career, but for me, being active has always meant far more to me than medals or podiums. It’s about feeling strong in your body, clear in your mind and connected to the people around you. That feeling doesn’t end when the competitions do – it’s something we all deserve at every stage of life.

“That’s why I’m supporting Age UK’s Act Now, Age Better campaign. You don’t have to be an athlete to get moving and it doesn’t have to feel daunting. It might be getting back into a sport you once loved or trying something completely new.

“I know from my own journey and from being part of a team, that taking that first step is often the hardest, but it’s also the one that changes everything. There are so many options out there from local exercise classes, to badminton and bowls, and cricket to pickleball, there has never been a better time to make your next move to step towards a healthier later life, and a small step today can make a real difference to how you feel tomorrow.”

Sports presenter, podcast host and Age UK supporter, Gabby Logan, says: “I think Act Now, Age Better is my current life philosophy. I exercise because I love it, it gives me a great feeling when I do it, I like being able to play lots of different sports and move well, but I’m also doing it to futureproof myself so that, when I’m in my 70s and 80s, I’m still as active as I can be. My motivation is to be able to play tennis with the grandchildren I haven’t got yet. So, I am completely aligned to this campaign.”

Paul Farmer, Chief Executive at Age UK, says; “Being active is an investment in your future, like paying into your own physical pension plan. I know from personal experience what a difference being active makes to my physical and mental health. 

“However, our research shows that millions of mid-lifers feel held back by past sports memories. Challenging PE lessons, worries about judgement and feeling self-conscious, can make physical activity feel out of reach - and can feel like something “only young people do.

“But that is all set to change. With Act Now, Age Better, and the support of our many sporting partners, our aim is to create inclusive, enjoyable opportunities that genuinely meet people where they are. Getting moving shouldn’t feel intimidating. I’m looking forwards to seeing many mid-lifers act now.”

As well as showcasing a variety of sports and group activities, Age UK is offeringpractical tips and ideas to help even the most sport-sceptical give movement a go.To find out more and download the Charity’s new information leaflet visit www.ageuk.org.uk/actnow.