The Fitness Industry Association (FIA) is calling for clubs and exercise professionals to increase their efforts in attracting older adults to their clubs and facilities.

Speaking on the day that Age UK launched its annual Fall Awareness Week (20-24 June 2011) John Searle, FIA's chief medical officer, said one in five older people admit they cannot remember the last time they did any exercise.

"Regular exercise is essential for the prevention and rehabilitation from falls- it increases physical capabilities and protects against the decline in cognitive function, strength, flexibility coordination and balance," he said.

According to Age Concern figures, falls are the leading cause of injury and death for the over-70s and account for more than fifty percent of hospital admissions.

Research shows that if elderly people take part in exercise programmes specifically designed to improve strength and balance, the risk of falls can be cut by up to fifty five percent.