Pure Gym has launched a fitness championships dedicated to the over-50s with a strong emphasis on athletic performance.

Anyone can enter the Pure Gym Over 50s Fitness Championships free of charge – both existing, previous and non-members.

The move comes as operators are increasingly seeking to on-board older customers for their greater spending power and loyalty, which is seeing their lifetime value (LTV) typically exceeding those of younger members.

Entrants will have a choice of two events, competing against those in the same age and max weight lifting category. Age bands will follow those typically used for masters' championships – 50-59 years, 60-69 years, 70-79 years and 80+

The first event will be a test of "all-out strength", with entrants competing to lift the heaviest weight across three lifts – bench press, front squat and deadlift, while the second event will mix endurance, power and mobility via a combination of running, rowing and functional exercises that will include a sled push and farmers' carry.

Participants can enter both events with prizes including lifetime and year-long Pure Gym memberships.

Places are limited and if shortlisting is necessary it will be done on the basis of skill level, although it isn't clear how this will be assessed, given entries are self-reporting.

Taking place at Pure Gym London Swiss Cottage on Thursday 7th September 2023, the operator says the competition will highlight that no-one is ever too old to keep fit.

Pure Gym's Stephen Rowe said most fitness competitions are geared towards younger entrants, with age categories in national and international weightlifting and athletics events often ending at 35-years-of-age. “Providing an inclusive environment, where anyone – no matter their age – feels they can come and achieve their fitness goals is incredibly important to us," he said. "We’re very proud to have many members consistently proving to us that age really is just a number, with individuals in their later years visiting our gyms regularly to get their workouts in and the UK’s oldest personal trainer within our ranks.

“We wanted to create an event that would celebrate those people who are in their fifties and beyond who are already active, and inspire those who are worried they're too old to get started," he said.

Other operators are targeting the older market, as HCM reported recently. For example, Energie Fitness Spain is offering free fitness to the over 70s.

Health and fitness operators' approach to exercise for older people is increasingly varied, with some championing the emerging trend for slow fitness and gentle exercise, while others – such as Pure Gym – are aligning with athletic training. In all cases there's an increased focus on strength training for healthy ageing.

Watch out for HCM's exclusive feature on slow fitness and the importance of strength training in older adults in the next edition. Sign up here to receive your free digital copy.

Find out more about the Pure Gym Over 50s Fitness Championships and sign up to compete here.