Two Sheffield based women have started a bespoke online coaching programme targeting underrepresented women in midlife, aiming to fill the gap in the fitness industry.
The group, Midlife Fitness Coaching, launched in February and hopes to ‘help women in midlife feel fit and strong for all of life’s adventures.’
Founders Beverley Davies, 44, and Anna Lowe, 48, stress they offer an alternative to the current online fitness world. They account for women going through ‘the middle squeeze’, juggling different life responsibilities.
Anna Lowe said: “We want to shine a light on women in midlife, many of them experiencing perimenopause or menopause, but not all. Women 50+ are underserved in the industry and their own needs can fall at the bottom of the heap. We feel very motivated about empowering women.
“There is so much bad science around, some people make it really complicated, some of it is completely black and white and the research doesn’t match. We don’t operate as a nurse and physio, but we want to give people straightforward information to create a sense of trust. No phony science, all evidence based”.
Through an app service, clients log and track their fitness plan and journey, whilst messages and voice notes provide consistent communication.
Anna Lowe said: “The ladies still have that level of connection, and an increased sense of accountability as they know that the coach is always watching. If one of our clients can only find time to exercise for 40 minutes twice a week, we will accommodate that.”
According to the NHS, some symptoms of menopause can impact navigating fitness and health, and exercise is beyond achieving a certain aesthetic.
Anna Lowe said: “Changing body composition does factor in to the program, but it’s not really what we’re about, feeling strong, confident and comfortable is more important, weight loss is a lovely side effect of that. No before and afters, which can be a bit vulgar towards women’s prior bodies.”
Programs are made for a range of goals, whether it be losing weight, maintaining general health or others.
This month, Midlife Fitness Coaching are offering a 12 week bespoke program, an initiative the two have been thinking about since the launch.
Their Facebook group has already reached over 100 members where the pair talk about personal fitness experiences and the wider social issue of middle aged women in the fitness.