This blog shows you how to research a market gap through the example of exploring a gap in fitness services for people over sixty.
Found a market gap? Here’s what to do!
Start with a promising idea
Let’s say you’ve had a bright idea for a service aimed at people over 60 who want to improve their fitness. How do you know whether it fills a real gap in the market? Before you invest time or money, it’s worth doing some basic checks to see whether there’s unmet demand—and whether people will pay for it.
What the numbers are telling us
In the UK, the number of people aged 60 and over has grown steadily and is now close to 18 million. Despite medical advances, healthy life expectancy hasn’t moved much over the past few years. Many older adults are living with long-term health conditions that could be prevented or managed more effectively through regular physical activity. Obesity rates among those aged 55 and over remain high, and physical inactivity continues to be a major risk factor for falls, hospital admissions, and declining independence.
The activity gap
Although we know how beneficial exercise is, far too few older adults are doing enough of it. According to NHS figures, less than a third of people over 75 are achieving the recommended levels of activity each week. The reasons are varied—some physical, some emotional, some practical. Many older people recovering from illness or injury feel unsure about where to start. Traditional gyms can feel unwelcoming or even intimidating, especially for those who haven’t exercised in a while. Equipment may not be age-appropriate, staff may lack relevant training, and group classes often cater to younger or more mobile users.
Why people hold back
Cost can also be a barrier, especially for those on a fixed income. But it’s not just about money. Some people say they’d feel more confident attending with a friend. Others worry they’ll feel judged. The social side of activity is important, especially for those who live alone or have recently retired.
Spotting a local gap
So where’s the opportunity? It’s helpful to look at what’s already out there. Organisations like Silverfit and Move It or Lose It! have built successful models by offering low-cost, age-specific exercise sessions in accessible community spaces. These services are popular not only because they’re affordable, but because they’re friendly, familiar, and designed around the real needs of older participants. You don’t have to reinvent the wheel—but if there’s nothing like that near you, you may have spotted a viable gap.
What the bigger trends suggest
It’s also worth looking at bigger trends. The so-called “longevity economy” is growing fast. By 2030, spending by older consumers in the UK is expected to top £300 billion. Health tech startups are increasingly targeting this demographic, with new products such as wearable devices, digital coaching apps, and at-home rehabilitation tools. At the same time, NHS and local authority funding is shifting towards prevention—particularly around falls, frailty, and isolation. If your service aligns with those goals, there may be grant funding or partnership opportunities to help you get started.
Understanding who can pay—and will
Before launching anything, take time to understand how older adults in your area spend their money. Retired households often have lower housing costs, and many are willing to pay for services that support their wellbeing. According to recent ONS data, spending on leisure and health has continued to rise, even as costs of living increase. That suggests people are still prioritising their health when they can.
Listen to what’s already being said
Talk to people. Ask around locally. What’s already on offer? What’s missing? Could you fill the gap with something more convenient, more welcoming, or more fun? Maybe there’s a need for chair-based exercise in care homes, or small-group classes in local libraries or church halls. You might discover that people would love to join a walking group or yoga class, but can’t get there without transport. All of this insight helps shape your offer—and makes it much more likely to succeed.
Tools to dig a bit deeper
If you want to go further, there are simple tools you can use to explore your market. Google Trends shows what people are searching for online. AnswerThePublic reveals common questions about your topic. ONS and NHS dashboards provide free data on health, ageing, and income levels in different parts of the UK. Even informal chats on social media or in local Facebook groups can give you clues about what people need.
Start small, learn fast
Once you’ve gathered some evidence, you can start to test your idea. That doesn’t mean rushing into a full launch. You could run a pilot class, do a short survey, or invite a few friends to try it out. Keep your overheads low and your ears open. Ask for feedback and act on it. Often, it’s not the fanciest offer that wins—it’s the one that feels safe, supportive, and made for people like them.
It’s worth the effort
So if you’ve spotted a gap, take it seriously. Do your homework. Learn what people want and need. The demand is out there—especially as we all live longer and aim to stay active for as long as we can. The key is to build something people can trust, enjoy, and afford. That’s where you come in.
Best wishes
Viv
Silver Startups