Saga health and wellbeing range targets fit over-50s

Saga Group, the specialist over-50s service provider, is preparing an assault on the health and wellbeing sector.

The group is said to be talking to national gym chains about a co-branded membership scheme, with classes and activities tailored to the needs of older men and women. Further medical health and leisure insurance schemes are also planned, along with an expert advice service.

Changes to insurance policies to include “extreme sports” cover are also indicative of the changing priorities of the over-50s, a source close to Saga has revealed.

Saga is thought to be reasserting its status as market leader in a rapidly growing sector. The charity Age Concern recently launched a membership programme called “Heyday”, aimed at the “protest generation” and offering special discounts (MW December 15, 2005).

Saga chief operating officer Steve Ashton has consistently hinted that the company would launch more products and services since it went through a &£1.35bn management buyout in 2004.

The group is also said to be considering hiring a sponsorship agency after negotiating headline sponsorship of the Chelsea Flower Show.

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