For ease of reference this page contains a number of key points to consider when developing services for and when promoting sports and activity to people in midlife. The points have been drawn from a variety of sources, many of which are referred to on this website, including previous research, consultations, pilot projects and case studies.

*  Many people in midlife do not want to be classed as 'older' adults and will not relate to messages and imagery relating to older adults.

*  Use images of people around the 40yr age group to gain a better response.

*  The timing of activities must be given consideration, the majority of people in midlife are still at work and/or have other responsibilities during the day.  An increasing number of people in midlife themselves are now requesting evening and weekend activities.

*  Emphasise the opportunities for socialising and enjoyment.

*  Try to avoid age labelling activities - aim to attract midlife participants by providing appropriate activities at appropriate times and venues and through targeted marketing.

*  Incentives such as free taster sessions and/or health checks, blood pressure monitoring etc may help to attract people to your initiative in the first instance.

*  People in midlife can prove a difficult 'group' to find and engage. 

*  Workplaces and Primary Care Settings may offer opportunities for reaching people in midlife.

*  Consider working with organisations such as Adult Education Centres.  People who do not associate themselves with sports and activity may feel less intimidated in this environment rather than entering more traditional sports and activity environments.

*  Consider working with organisations representing Carers groups.  The ages when people are more likely to take on caring responsibilities, peaks for both women and men between the ages of 45 and 64, with around 1 in 4 women and 1 in 6 men between these ages providing care.  This is often in addition to full or part-time working. (2001 Census)

*  Consider working with agencies who support people over 50 to get back into employment, such as New Deal 50 Plus (JobCentre Plus) and PRIME.  Nationally, around 30% of people (2.6 million) aged between 50 and 64 do not work, 1.4 million are claiming sickness and disability benefits and just over 140,000 are claiming Jobseeker's Allowance.