Ageism isn’t always overt. It can subtly weave into how fitness classes are marketed, structured, and even how trainers view their older clients. By recognizing and addressing these biases, we can create a more inclusive, supportive environment for all ages. Here are four ways ageism shows up in the fitness industry—and what we can do to combat it.

1. Include Older Adults in All Marketing

Older adults are often only featured in ads for "senior" or "gentle" classes, which reinforces the stereotype that fitness is primarily for younger people. This limited representation can make older adults feel excluded from more rigorous programs. To challenge this, include a range of ages in the imagery and messaging for all fitness programs. Showcase older adults participating in strength training, yoga, dance, and other activities to promote inclusivity and challenge stereotypes. By normalizing diverse representation, we can show that fitness is for everyone, at every age.

2. Rethink Age-Specific Classes

Classes labeled as "silver" or "senior" may unintentionally limit participation and reinforce the idea that older adults can't keep up in general classes. Instead of focusing on age, center classes around goals or outcomes. For example, use names like "Strong for Life" or "Strong and Stable" rather than "Strength for Seniors." Design classes that are accessible to all ages and abilities, allowing participants to choose based on their fitness level, not their age. This approach encourages more intergenerational participation and helps break down barriers.

3. Hire and Empower Older Fitness Pros

The fitness industry often emphasizes the next generation of trainers emerging from colleges, but experience counts too. Older adults bring valuable life experience, empathy, and relatability that can inspire and connect with clients in a unique way. Seek out older fitness professionals to join your team—they might be teaching classes at community centers, leading outdoor activities, or even participating in your current programs. By hiring and empowering older fitness pros, you help redefine what aging looks like and set a new standard for inclusive leadership.

4. Reinforce a More Dynamic View of Aging

The fitness world sometimes reinforces the stereotype of older adults using only light weights or engaging in seated exercises. But social media has become a powerful tool for change. Many older adults are now using platforms like Instagram and YouTube to showcase their strength, agility, and vibrancy, proving that age doesn’t limit capability. These inspiring individuals are challenging younger generations to rethink what aging can truly look like and offering a new vision of vitality for their peers. Fitness professionals can amplify these voices, showing clients what's possible and empowering them to push their own boundaries.

Combating ageism in fitness means embracing the reality that strength, health, and wellness can—and should—be accessible to everyone, regardless of age. By shifting how we market, structure programs, and empower fitness professionals, we can create a more inclusive and vibrant fitness community.