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‘We’ve moved past aesthetics’: why middle-aged women are outnumbering the gym bunnies

Fitness classes, once the preserve of the young and lithe, are big business – and smaller startups are booming as the motivations for working out change

In effect an at-home, low-impact resistance workout, it launched five years ago, but since recently placing Jennifer Aniston front and centre of its campaign, it has blown up in the US and is gradually making its way to the UK. Capitalising on the success of the post-pandemic “workout-from-home”, classes are run online, the tantalising carrot being the menopausal-yet-honed body of Aniston, 56, who has claimed “this changed her life”. Late last year, Jane Fonda launched a four-part series of workouts for Supernatural, Meta Quest’s virtual reality (VR) fitness platform, which focuses on strength training.

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