About us

The journey of Generation Fitness began in 2020, founded by Joab Wheatley with a mission to provide exercise classes to care homes across the United Kingdom. While studying at university during the COVID-19 pandemic, Joab launched the company by offering free outdoor exercise classes to care home residents. His goal was to uplift morale during a challenging time—a mission that quickly turned into a passion as he saw the positive impact these sessions had on residents.

After running free classes for several months, another lockdown and colder months arrived. During this time, Joab was offered a role as an activity coordinator by one of the care homes he was supporting. This opportunity provided stability during his final year of university and, as Joab describes it, became “one of the most eye-opening and educational experiences” of his life. To this day, he remains grateful to Alison, Helen, and the rest of the team for their support.

Once restrictions eased and with a degree in Sports and Exercise Science under his belt, Joab focused on building Generation Fitness into a thriving company. Over time, the business has grown significantly—expanding its portfolio, employing a team of passionate instructors, and establishing a strong social media presence.

Today, Generation Fitness is designed to meet the unique needs of care home residents, delivering classes that inspire joy, improve well-being, and create lasting connections.

70+

1,000

Happy Residents

Care Homes