Silver Fit

What Silver Fit does

Silver Fit is a South African private fitness and wellness company founded in 2017 by biokineticists Hannah Raath and Kim Hauman, operating an exercise programme specifically designed for adults aged 50 and older. The company's offering combines in-person group classes held at community venues (churches, recreation centres, scout halls, library centres) across Gauteng, Western Cape, and Bloemfontein, with a digital platform delivering 13+ live online classes per week and a pre-recorded library of 40+ sessions covering cardio, strength, balance, Pilates, and rehabilitation content. Class sizes are capped at 10-20 members and sessions run approximately 45 minutes, led by qualified instructors who adapt exercises to varied mobility levels.

The business model is a B2C subscription with three tiers: Pay As You Move at R510/month, The Silver Fitter at R475/month on a 12-month commitment with a medical pause option, and The Fitness Fanatic at R4,729/year (equivalent to R394/month). A 7-day free trial is offered through the member portal at portal.silverfit.co.za. Secondary revenue comes from an e-commerce shop selling fitness equipment (Trojan Mat at R170, Theraband at R60) with South African shipping. A complementary Silver Fit Social Club extends engagement through monthly social gatherings and outings.

The company is bootstrapped with 1-10 employees, no disclosed external funding, and no parent company. Growth has been organic since founding, driven by content marketing, social media presence on Facebook, Instagram, and YouTube, WhatsApp outreach, and community word-of-mouth referrals. The signup form lists both South African and UK country codes, indicating at least nascent cross-border intent for the online offering, though all in-person operations remain domestic.

Name

Silver Fit

Legal name

Silver Fit

Website

https://silverfit.co.za

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Silver Fit provides group exercise and wellness programmes for adults aged 50 and older across South Africa through in-person community classes, live online sessions, and a pre-recorded library, sold via subscription memberships priced R394 to R510 per month.

Ownership category

akta.pro rank

Product category

Senior Fitness Services

NAICS

Fitness and Recreational Sports Centers (713940), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Senior/Low-Impact Group Fitness (HSADABAI)

akta.pro secondary industries

Senior & Active Aging Personal Training (HSADAAAI), Adaptive & Special Needs Personal Training (HSADAAAL)

Keywords

• Senior fitness programs
• Older adult exercise
• Group exercise classes
• Active ageing wellness
• Fall prevention training

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Subscription Memberships: Silver Fit generates primary revenue through subscription memberships offering unlimited access to both online and in-person classes. Three tiers are available: month-to-month (Pay As You Move), 12-month commitment (The Silver Fitter), and annual prepaid (The Fitness Fanatic). Monthly prices range from R394 to R510 depending on commitment level.
2. Fitness Equipment Sales: E-commerce sales of fitness equipment including Trojan Mats (R170) and Therabands (R60). Products are available for purchase through the Silver Fit online shop with shipping throughout South Africa.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Silver Fit delivers a group exercise and wellness programme specifically designed for older adults aged 50 and above, offered through in-person classes at community venues across South Africa, live interactive online classes, and a pre-recorded on-demand video library. The offering is bundled with a social club, membership subscriptions, and complementary fitness equipment (exercise mats, resistance bands) sold via an online shop.

Product overview

Silver Fit is an exercise and wellness platform designed specifically for older adults (50+) in South Africa, operating as a unified programme with three delivery channels: In-Person Classes held at venues nationwide, Live Online Classes with real-time instructor interaction (13+ weekly sessions), and a Pre-Recorded Library of on-demand sessions (40+ classes). The programme is complemented by the Silver Fit Social Club for community engagement, membership subscription tiers (Pay As You Move, The Silver Fitter, The Fitness Fanatic), and physical products (Floor Work Trojan Mat, Theraband). All components work together to provide a comprehensive fitness ecosystem supporting mobility, strength, balance, and social connection for older adults.

Differentiator

Problem solved

Functional benefit

Products and services

• Silver Fit Exercise Programme A group exercise and wellness programme specifically designed for older adults aged 50 and above to maintain mobility, independence, and strength through gentle, progressed group classes led by trained instructors. Sold as a subscription membership offering access to both in-person and online class formats in South Africa.
• In-Person Classes

Quantifiable outcome

• Reduced risk of falling and fractures
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Hashtag MEminorOthersHashtag ME is a digital agency that designed and developed the Silver Fit website. This is a vendor relationship for web development services rather than a strategic business partnership.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SilverSneakers: Largest US-based senior fitness programme offering gym memberships and classes specifically designed for adults 65+. Directly comparable in target demographic (older adults), value proposition (active ageing), and delivery through community-based fitness access.
• Nifty After Fifty: US senior fitness centre chain offering specialised strength training and wellness programmes for adults over 50. Directly comparable niche focus, similar demographic targeting, and comparable community-based fitness centre model.

Broad incumbents

• Peloton: Global connected fitness platform offering on-demand classes including walking, strength, and stretching content accessible to older adults. Comparable in online class delivery and subscription model, though positioned for the general fitness market rather than specialising in seniors.
• Apple Fitness+: Subscription fitness service offering on-demand video workouts including low-impact and walking classes suitable for older adults. Comparable in digital subscription delivery and on-demand content library, though positioned as a general-purpose fitness platform.
• Les Mills: Global fitness content provider offering programmes for older adults (e.g., Les Mills Strong, senior-focused content). Comparable in group exercise programming and digital delivery, though serves a broad demographic rather than specialising exclusively in the 50+ segment.
• YMCA: Large community fitness organisation offering senior-specific programmes like EnhanceFitness. Comparable in community-venue distribution model and older adult demographic focus, though operates as a broad incumbent across multiple fitness categories.

Regional players

• Virgin Active South Africa: South African premium fitness chain with multiple clubs nationwide. Overlaps with Silver Fit's in-person class delivery within South Africa and increasingly offers senior-friendly programmes, representing a direct local competitive threat.
• Better: UK leisure operator managing community leisure centres with older adult programming. Comparable in community-venue distribution and senior-focused class offerings, though operates in the UK rather than South Africa.

Emerging players

• Generations Fitness: Specialised fitness programming for older adults offering group classes, personal training, and instructor certification. Comparable niche focus on the 50+ demographic and similar value proposition around age-appropriate exercise, though operating primarily in North America.
• Age UK: UK charity offering exercise and activity programmes for older adults, including gentle exercise classes. Comparable in senior-focused programming and community-based delivery, though delivered through a non-profit rather than subscription model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCdf4j8M5ivj9p4wvzjs5NoQ
• Facebookfacebook.com/SilverFitSA
• Instagraminstagram.com/silverfithealth
• LinkedInlinkedin.com/company/silver-fit

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Silver Fit