Land lease developer GemLife is investing $6 million into holistic wellness initiatives across its over-50s communities, including striking a $600,000 partnership with Amplar Health to deliver personalised healthy ageing coaching.
The enhanced focus on supporting residents to live active, healthy and connected lives coincides with GemLife’s first brand refresh in seven years, as Australian Bureau of Statistics (ABS) data shows more than a third (36.9 per cent) of the population will be aged 50 and over by 2032.
The 12-week Amplar Health program will be provided free to new homeowners at GemLife’s lifestyle resorts in Queensland, New South Wales and Victoria, offering one-on-one coaching tailored to the individual.
Its implementation follows a successful trial at three Sunshine Coast resorts, where 94 per cent of participants reported positive progress towards their healthy ageing goals.
It is part of a suite of new wellness spaces and programs being introduced, including outdoor workout spaces, nutrition workshops, and partnerships with travel companies on experiences and holidays, to boost physical, mental and social wellbeing.
Former GemLife health and lifestyle coordinator, Joshua Kristenson, has been appointed to the newly created role of General Manager Wellness to oversee the initiatives.
GemLife Managing Director and Group CEO Adrian Puljich said the investment reaffirmed the developer’s commitment to helping over 50s live an active and fulfilled life, with about 11 million Australians to fall into the age demographic by 2032.
The nation’s wellness economy grew 10.9 per cent in 12 months to reach US$126.7 billion in 2023, Global Wellness Institute figures show, with Roy Morgan’s long-running Health and Wellbeing Study revealing older Australians, particularly Baby Boomers, are active participants.
“Our communities deliver the physical spaces and conditions to encourage an active and healthy lifestyle, so these new initiatives take that a step further,” said Mr Puljich.
“It’s about supporting residents to live a full life and focus on their own wellbeing. There’s an increasing interest in wellness and longevity across all demographics, and it is only going to become more pronounced as the population continues to age.
“Residents are typically around 70 years when they move to our lifestyle resorts and many see it as an opportunity to invest in themselves, now they have the time to do so – whether that’s improving health, taking up a new sport or hobby, travelling, or building social connections.
“We want to encourage them to achieve their goals, while contributing to preventative care at a crucial time of life, which has broad flow-on benefits for the community.”
Mr Puljich said the response to the Amplar Health pilot – and the positive health outcomes achieved – were evidence of how making access to wellbeing initiatives easy bolsters participation.
The program reached capacity within 48 hours of expressions of interest opening to residents on the Sunshine Coast, with 95 people taking part, ranging from 57 to 85 years of age.
The Healthy Ageing program helps participants identify and improve behaviours linked to ageing well, including physical activity, nutrition, sleep quality, social connection, mental stimulation, and engagement with preventative healthcare.
Mr Kristenson said the program kept participants motivated and accountable. “What surprised us was how quickly people experienced positive change,” he said.
“Many participants reported improvements in their first follow-up session, often within two to four weeks of starting the program.
“The biggest barrier wasn’t necessarily willingness. Often people simply needed expert guidance, motivation, and help breaking larger goals into practical steps.
“We also found many participants were focused on social connection, mental stimulation and confidence navigating health conversations with their general practitioner (GP), not just physical fitness.”
Mr Kristenson said GemLife’s holistic wellness approach targeted all aspects of wellbeing, with further initiatives being formalised.
“We’ll be creating outdoor gyms in beautiful green spaces where people can follow an exercise trail, go for a walk, and socialise, along with planned cooking demonstrations and nutrition-focused education sessions to show how easy it is to whip up a nutritious meal,” he said.
“Travel and new experiences are associated with uplifting mood, health and social connection, so we’re finalising partnerships with travel companies on everything from wellness retreats to glamping, to day trips.
“We’ve spotted a gap where we can improve and elevate over-50s living and the experience of our residents, and we’re committed to delivering initiatives that support both mind and body.”
ASX-listed company, GemLife, is one of Australia’s largest and most established land lease developers, with a portfolio of 33 existing and future communities in Queensland, New South Wales, Victoria and South Australia.
Each of its communities includes low-maintenance homes for over-50s downsizers, along with multi-million-dollar resort-style amenities including swimming pools, pickleball and tennis courts, golf simulators, lawn bowls, bowling alleys, cinemas, bars, gyms, and social spaces.
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