A new health and wellness centre for older adults in North Tyneside is set to open its doors thanks to an investment package.
Directors Peter Hartley and Mark Heaver are launching Whitley Bay based FiftyPlus Longevity, a new fitness and health centre designed for the over-50s.
Based opposite Spanish City close to the seafront, the centre will offer a host of services tailored to older adults, combining evidence-based fitness programs, holistic health and community-building initiatives, including workshops, classes and events designed to combat loneliness and improve quality of life.
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The duo have now secured funding from NPIF II - NEL Debt Finance, which is managed by NEL Fund Managers as part of the Northern Powerhouse Investment Fund II (NPIF II), which they will use to transform the unit into FiftyPlus Longevity.
The new facility will have specialist equipment, programmes developed and delivered by trained exercise physiologists, and a space that promotes physical strength, mental wellbeing, and meaningful social connection for older adults. Alongside the centre, FiftyPlus will also launch a digital platform to track members’ progress and deliver personalised health plans.
The founders said that, with over 51% of Whitley Bay’s population aged 50 and above and a significant gap in age-appropriate services, the centre aims to meet a growing and urgent need in the local community.
Mark Heaver, co-founder and director at FiftyPlus Longevity, said: “As first-time founders, we explored many different routes to get this business off the ground, but NEL was the only organisation that truly understood and believed in our vision. Their support has been exceptional – not only in providing the capital we needed, but in helping us refine our plan and sharpen our implementation strategy.
“We’re deeply grateful that NEL recognised what we’re trying to achieve and how FiftyPlus aligns with improving lives in the North East. They saw how capital could be deployed effectively to deliver maximum positive impact in the community. Simply put, we wouldn’t have been able to get going without them.”
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The deal was led by investment executive Rachael Munro. She said: “Strength training is one of the most effective ways to support healthy aging, with proven benefits such as increased bone density, improved joint health and flexibility, enhanced balance, and a significantly reduced risk of falls.
“That’s why I’m proud to be part of an exciting new startup based in Whitley Bay, founded by Peter and Mark—two passionate and visionary leaders committed to redefining wellness for the over-50s community. Their mission goes beyond physical fitness; it’s about building confidence, creating a strong sense of community, and supporting long-term vitality through the transformative power of strength training.”
Sarah Newbould, senior investment manager at the British Business Bank, added: “FiftyPlus Longevity is a good example of how NPIF II is backing ambitious businesses that are delivering both economic and social impact across the North East. We’re proud to support innovative founders who are thinking differently about inclusive health, and we look forward to seeing the positive difference this centre makes in Whitley Bay.”