Relatability, diversity, reassurance and choice are key to empowering women aged 50+ through physical activity. 

Physical activity is crucial for maximising health and well-being, especially as we age. However, many ‘young’ older women aged 50 years and over face unique stage-of-life challenges to being physically active. As members of the “sandwich generation”, these women often spend more time caring for children or grandchildren as well as their ageing parents compared to their male counterparts. Additionally, they juggle employment, their own health conditions and menopausal changes, leaving them with limited time or energy to focus on their health and well-being.  

Women aged 50+ can benefit from targeted support which empowers them to become more physically activity and stick with it. But what should this support look like? As part of the Active Women over 50 study we interviewed women aged 50 and over who live across New South Wales, Australia, to find out what they wanted from a supportive physical activity program.  

We asked for feedback on our proposed recruitment strategy and program design. Interviews highlighted the valuable role of diversity, relatability, reassurance and choice for women when considering enrolment and participation in an online physical activity support program.  

Women explained they were attracted to enrol for the program when they saw “real women like themselves” in promotional materials. They wanted to see images that not only showcased the program’s essence and potential benefits but also promoted body inclusivity and authentic experiences of physical exertion, including sweat. They appreciated seeing women of colour and women with disability, and most felt that images showing social interaction were encouraging.

Women also emphasized the need to maximise visual appeal and readability in recruitment materials. They asked for icons and subheadings to enhance engagement and make it easier to scan for information. They argued that, while the health benefits of exercise are well-known, it was important to reassure women about the non-threatening and flexible nature of the program’s physical activities and components to combat fears and self-doubt  

Women regarded the flexibility of the proposed Active Women over 50 program as crucial. Telephone health coaching was valued for its ability to reach women across different geographical areas, and having older women as coaches was highly welcomed. Women agreed that a private Facebook group offered opportunities for social connection, sharing information and motivation, but some were Facebook-avoiders and wouldn’t be tempted to join. They emphasized the importance of moderation to manage the Facebook group dynamic and address concerns about cyberthreats. Women agreed that email/text messaging had some value, despite being unidirectional, and emphasized the importance of having options for receiving messages (frequency, format). Women reviewed the draft Active Women over 50 website and valued its visual appeal, ease of navigation, and comprehensive content including inspiring videos of other ‘real’ women.  

The women’s insights have helped to refine the Active Women over 50 program, which not only promotes physical activity but also aims to foster a sense of community and empowerment (1). The program is now recruiting and being tested for impact on measures including physical activity, falls, goal attainment and quality of life compared to a waitlist control group among women aged 50+ across New South Wales Australia (2, 3).

There are key takeaways for practitioners wanting to engage older women in physical activity: 

• Recognise that women aged 50+ can benefit from targeted support to empower them to be physically active. 

• Offer women 50+ flexible options for physical activities and types of support. 

• Relatability, diversity, reassurance and choice are key to enhancing engagement among women aged 50+.   

This International Women’s Day let’s empower women aged 50+ to embrace a more active lifestyle. Encourage them to take that first step towards healthy aging. Together, we can support them in becoming and staying active, boosting their well-being and independence for years to come.  

Authored by:

References:

1. Haynes A, Wallbank G, Gilchrist H, Sherrington C, West CA, Oliveira JS, et al. What do older women want from a physical activity program? Stakeholder consultation to optimise design and recruitment for the Active Women over 50 trial. BMC Public Health. 2024;24(1):2920. 
2. Wallbank G, Sherrington C, Hassett L, Kwasnicka D, Chau JY, Phongsavan P, et al. Acceptability and feasibility of an online physical activity program for women over 50: a pilot trial. Transl Behav Med. 2022;12(2):225-36. 
3. Active Women over 50 program: An effectiveness implementation randomised controlled trial in women seeking support to increase physical activity [Internet]. 2024. Available from: https://anzctr.org.au/Trial/Registration/TrialReview.aspx?ACTRN=12624000026527.