A Shanghai-based club for retirees offers dynamic activities and a supportive community, empowering seniors to embrace new experiences.
At a DJ party in Shanghai, a group of people danced to the infectious beat of APT., a K-pop hit popular among young people worldwide. But these dancers weren't typical partygoers — they were all over 50.
The event was organized by Just Begin Life Club, a community that helps retirees expand their social circles, embrace new experiences, and transition smoothly into the next phase of their lives.
Founded in 2023 and based in Shanghai, the club primarily serves people over 50. Interestingly, it is run by two young entrepreneurs, Huang Jiayi and Lu Min, born in the 1990s and 1980s, respectively.
"Last year marked the rise of the 'silver economy', with many new business models emerging," Huang explained. "But Just Begin Life is Shanghai's first club-style service for seniors."
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The "silver economy" refers to economic activities catering to the needs of the elderly, including products and services designed for their lifestyles.
Before launching the club, Huang and Lu conducted extensive research. They found that while many products for seniors focus on health, there is a noticeable gap in services that support the mental and emotional well-being of active retirees in their 50s and 60s — many of whom remain physically and mentally sharp.
Just Begin Life aims to bridge that gap. The club's activities go beyond the typical low-energy options often associated with older adults. Instead, they offer engaging and dynamic experiences like jazz dance, English conversation meet-ups, DJ parties, frisbee, rock climbing, and role-playing games like Langrensha (Werewolf).
Activity costs range from a few dozen yuan to 200 yuan ($27.42), depending on factors such as venue and instructor fees.
Before each session, the club adjusts activities to make sure they are "age-friendly", tailoring the difficulty to better suit its members. As they progress at a similar pace, participants gain confidence from learning new things together.
In addition to hosting events, the club also encourages its members to take the lead — whether by organizing activities they're passionate about or suggesting new ideas to explore.
"We're a co-creative club, and we welcome all members to share their ideas," Huang said. She was especially surprised when the now-regular DJ parties were first proposed, not by her or Lu, but by the retirees themselves.
This is why Huang and Lu don't see these retirees as "elderly".Instead, they view them as individuals eager to connect with like-minded friends and explore new interests.
In this supportive environment, many seniors have discovered exciting opportunities in life.
Huang shared the story of one woman who, after trying an oil painting activity at the club, became deeply engaged, practicing regularly and attending classes. Within just four months, she was invited to exhibit her work at a gallery.
"The club has opened new possibilities for these 'old friends'," Huang said.
Beyond entertainment, Just Begin Life also focuses on the emotional needs of its members.
One moment that stood out to Lu was during a book club meeting when an elderly woman shared her experience of recently losing her mother. She found great comfort in the support of fellow members who had gone through similar losses.
"Our club helps seniors connect with others at the same stage of life, providing mutual support as they face similar challenges," Lu said. "These conversations and interactions create a space for healing."
In 2023, when the club was first launched, Huang and Lu created an account on Xiaohongshu (RedNote) to recruit members. Despite the platform's younger user base, the club attracted 2,000 subscribers within two weeks — most of whom were retirees aged 50 and above.
To help members connect before meeting in person, the club set up online chat groups. However, while younger people are accustomed to turning online interactions into real-life friendships, older generations are more skeptical. "Their biggest concern was whether the club was a scam," Lu said.
To address this, Huang and Lu organized a casual afternoon tea event, creating a relaxed and welcoming atmosphere where senior participants could feel at ease.
"At first, only about 20 people showed up," Lu said. "But they soon realized they had a lot in common — similar ages and a shared desire to explore new activities in retirement."
As word spread, more members from the online groups started attending offline events.
Shining through
The evolving lifestyles of people over 50 have also caught the attention of brands, leading to unexpected collaborations. One of the most surprising partnerships for the two young managers was with Chagee, a popular milk tea chain.
"The brand noticed a growing number of senior customers in their stores, showing that milk tea is no longer just a trend among young people," Lu said.
Several members of Just Begin Life were featured in the brand's posters, highlighting the vibrant and active lifestyles of Chinese seniors. Among them is an elderly woman who travels the world as a diver and another who enjoys playing video games in retirement. These posters are currently displayed in all the brand's offline stores across Shanghai.
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Running the club has also been a journey of personal growth for Lu and Huang.
Lu observed a positive change in the way she communicates with her parents. She has become more empathetic, gaining a deeper understanding of older adults' perspectives and noticing details she once overlooked.
"The experiences of our members have given me a new way of seeing life, prompting me to reconsider the kind of life I want to lead as I grow older," Lu said.
