Wellness hub backed to support healthy ageing

A North Tyneside wellness business is opening a new facility focused on improving the health and wellbeing of older adults.

FiftyPlus Longevity has secured funding from the Northern Powerhouse Investment Fund II (NPIF II), through NEL Debt Finance, to launch a dedicated longevity centre in Whitley Bay. 

The new facility, located opposite Spanish City, will offer tailored fitness programmes and holistic health support for over-50s.

Founded by Peter Hartley and Mark Heaver, the business aims to tackle the lack of age-appropriate fitness options by combining expert-led exercise, health optimisation and social connection under one roof. 

Members will benefit from specialist equipment and guidance from trained exercise physiologists, as well as access to a digital platform delivering personalised health plans.

The investment, led by NEL Fund Managers’ Rachael Munro, will help FiftyPlus address key challenges faced by older adults, such as muscle loss, sedentary lifestyles and social isolation.

Rachael said: “Strength training is one of the most effective ways to support healthy ageing, 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.”

With more than half of Whitley Bay’s population aged over 50, the founders say the centre will fill a much-needed gap in local services. 

They add that alongside its in-person offering, FiftyPlus, which is set to open later this year, plans to host workshops and events designed to promote mental wellbeing and build community connections.

Mark added: “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.”

The £660 million NPIF II fund, which is operated by the British Business Bank, provides loans from £25,000 to £2 million and equity investment up to £5 million to help a range of small and medium sized businesses, driving innovation and creating opportunities for businesses to grow, scale and thrive.

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.”

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