Promotion of sport and physical activity for older adults

Karen Hancock

Chapter 22 in Research Handbook on Sport in Europe, 2026, pp 242-252 from Edward Elgar Publishing

Abstract: The COVID-19 pandemic exacerbated declines in physical activity, especially among older adults. This chapter identifies four key challenges in promoting sport and physical activity for older adults: greater heterogeneity of older populations, leveraging non-health benefits of sport and physical activity, the corrosive influence of ageism, and the underutilisation of technology. Research gaps identified include insufficient physical activity research on heterogeneous older adults, including on effective technological innovations; adaptations for ageing athletes; and the effects of ageism in fitness industry advertising. Policy challenges include EU-wide policy heterogeneity; absence of consistency in measuring and monitoring physical activity; insufficient attention to strength and balance recommendations; and the need for sustained, concerted EU-wide anti-ageism policies. The conclusion calls for coordinated, multi-level strategies to increase older adults’ participation through technology-enabled personalised advice and leveraging positive images of active ageing to tackle ageism and increase participation in sport and physical activity by older adults.

Keywords: Older adults; Sport and physical activity promotion; Heterogeneous populations; Ageism; Personalisation; Technological innovations (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035338382
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