Last week, the Evening Telegraph revealed how the county was failing to secure £1m for sporting facilities by increasing the number of people taking part in regular physical activity.

Kettering Council has been using market research by Sport England so they know what exercise activities to offer and how to promote them.

The research found the borough has a much higher than average number of older, single, retired residents, known as Elsies and Arnolds, living here.

Michael Cowland, head of leisure services for the council, said: "In our borough we have more than the regional average of Elsie and Arnolds, who like low impact activities such as dancing, yoga and Pilates.

"We know people in this group wouldn't respond to advertised events on the internet, so we print leaflets and deliver them to sheltered accommodation blocks and areas where Elsies and Arnolds live."

The council already caters for older residents through the leisure pass scheme, which allows more than 14,000 residents cut-price access to council-run gyms and free access to swimming pools.

Alan McAllister, of Highfield Road, Kettering, said: "My mum does a lot of tea dances and it isn't just about keeping fit, it is about getting a bit of company and meeting new people.

"She is in her 80s and also likes to swim so puts me to shame for the amount of exercise I actually do."

Sport England has offered residents in Northamptonshire the chance to win £1m to spend on sporting facilities if 21,000 extra people start exercising three times a week for 30 minutes before October next year.

For more information on the activities run by Kettering Council, visit their activity diary at www.kettering.gov.uk.