Age is an Asset: What Boom Radio Teaches Us About Work with Worth
A ProAge Case Study, September 2025
How often have you been excited by a new brand or business, only to feel let down when its internal culture doesn’t match the polished image it presents? It’s depressingly common. So, it was a rare treat to spend time recently with Boom Radio’s co-founder, David Lloyd, and discover the UK’s first successful radio station created by and for Baby Boomers.
Affectionately dubbed the “Best Exotic Marigold Hotel for radio,” Boom is a thriving commercial music station broadcasting 24/7 to a loyal monthly audience of over one million. And with big name presenters like David Hamilton, Simon Bates, Nicky Horne, and Judi Spiers among others, Boom delivers on its promise—and then some. Like the film it’s compared to, Boom’s story is about more than comfortable nostalgia. It’s about purpose, passion, and creating something truly special in midlife and beyond.
Reimagining Relevance: the Birth of Boom Radio
After a successful 40-year career in commercial and public radio David Lloyd could be forgiven for wanting to hang up his headphones and wind down gently. For those “who dare to be over 60 doors close or fail to open at all, not because of a lack of skill, but rather assumptions about age. “Radio is, just like much media, a really young industry,” David explains, “I thought, well, this is ridiculous, because I probably feel I am better qualified to do anything I've ever done.”
Older professionals were being overlooked and undervalued, and so were older audiences. It was the realisation that these were two sides of the same coin that sparked the idea for Boom Radio which David and co-founder Phil Riley launched in 2021.
“We all think we’ve got one last big gig in us, and this is it.”
David Lloyd
Co-founder of Boom Radio
In four short years they’ve created a project which challenges the notion that innovation belongs only to the young and proves that purpose, creativity, and ambition don’t fade with age. The station’s success is a testament to the power of experience, and the desire for media that speaks authentically to the 60+ generation.
It also demonstrates that commercial success can go hand in hand with age-inclusion and social purpose. Despite being the demographic with the most disposable income, and who spend more time engaging with radio, the Boomer generation is traditionally seen as less valuable to advertisers than the 25-44 age cohort, paradoxically due precisely to the sheer volume of content they consume. Economic pressures and demographic changes are starting to shift things says David - but slowly.
“If you’re intelligent and you’re in marketing, you have to look at the wealth,” he says, “and the scale in 10 years' time of this age of audience.” But, while he’s pleased the business is a success, it’s not really about the money for David. “We’re not part of any major media empire, we’re just a group of old friends with a dream,” he says.
And it’s this founding ethos – personal, passionate, and proudly independent - which has proved to be the magic formula that has resonated deeply with listeners. Boom Radio’s story isn’t just about filling a market gap; it’s about redefining relevance and showing that midlife can be a time of bold new beginnings.
A New Model of Work: Flexibility, Respect, and Support
At the heart of Boom Radio is the belief that age brings value, not obsolescence. David Lloyd’s reflections on his own career journey reveal a common experience – the sense of being sidelined just when you’re at your most capable; of being “thrown on the scrap heap at the very stage I actually vaguely know what I'm doing.”
This sentiment echoes across industries, where experienced professionals regularly find themselves edged out despite decades of accumulated wisdom. Boom Radio flips that narrative. It’s built on the idea that seasoned talent – on both sides of the mic – has a richness that younger generations are still growing into.
With the average age of the presenting team at 72, and the behind the mic crew not far behind, “They are probably at their peak. They've lived, they’ve loved, they’ve lost, they’re the best communicators they could be.”
The station’s resourcing model could be considered a masterclass in age-inclusive employment. Not just because it’s a good thing – which of course it is. But for sound commercial reasons that are reflected in the size and strength of the audience numbers.
Presenters broadcast from home using technology to their comfort and capabilities. Some were already tech-savvy, others needed support. Boom met each person where they were, proving that flexibility and empathy aren’t just nice-to-haves – they're strategic advantages.
“We want them all...so we’re going to give various levels of support to these individuals.”
And this approach goes well beyond logistics. It’s about telling people, “You still matter. You still have something to say.” A message that resonates deeply, not just with the presenters, but with the audience who hears it in every broadcast.
Boom’s experience proves that investing in experience pays off. It’s a model that others could learn from – especially as the workforce ages, working lives lengthen and the need for inclusive, adaptive environments grows.
Culture and Community – at work and on air
Boom’s Radio’s success isn’t just about the music – it’s about the people behind it. Despite being a fully remote operation, the station has cultivated a culture that feels deeply connected, supportive, and human. It’s a powerful example of how meaningful workplace relationships can thrive without shared office space.
“We call it radio ‘stationality’,” explains David, “whoever’s on, they sound like part of a big family, though some of us have never actually met yet.”
This sense of family is no accident. David and his team have intentionally built an environment where everyone feels valued, supported, and seen – not just as professionals, but as people. From technical onboarding tailored to individual needs, to quiet check-ins with individuals and spouses on general health and wellbeing tailored to age and individual needs, Boom Radio’s leadership meets its team where they are.
“Knowing their personal circumstances is important.”
Setting the tone so consciously ripples out and over the airwaves. Presenters share stories on air of grandchildren, memories of musical icons, even personal health journeys. Off-air they support one another through life’s ups and downs. “Every meeting of Boom Radio starts off with our ailments - because that’s what we do at our age,” laughs David.
This openness creates a powerful feedback loop. Presenters bring their full selves to the mic and that authenticity resonates with listeners, who in turn feel more connected to the station and the people behind it. This connection is directly reflected both through the numbers, with over 700,00 weekly listeners and more than a million each month, and via the audience’s emotional connection and response.
“We have the most loyal audience of any national music station since records began... just over 15 hours a week.” says David. “They know we like them, and they know that we were a brave newcomer, and they want us to be successful. So, they’re here... with us on the journey.”
“What’s bowled me over – is the hundreds and hundreds and hundreds of messages that we get. some say, ‘I’ve never written to a radio station before in my life. I want you know you’ve changed my life.”
Beyond Nostalgia: Connecting Generations Through Radio
Boom Radio is proudly rooted in the past, but it’s far from stuck there. While the station celebrates music and memories from the second half of the twentieth century, particularly the 60’s and 70’s, it also embraces the present – introducing new artists, engaging with current events and fostering intergenerational dialogue.
“We try not to be just a nostalgia radio station... we also say - it’s 2025, we’re still doing exciting things and having fun!” David explains.
This balance is intentional. Boom Radio recognises that its audience, while deeply connected to the cultural touchstones of their youth – is still curious, active, and evolving. The station’s programming reflects that, blending familiar classics with fresh new discoveries.
“We play one current track an hour... we say, here’s something really interesting that you might not have heard before.”
By doing so Boom creates a space where listeners can feel both comforted and inspired by introducing their audience to new inventions, new technology and new music. It’s not just about people remembering who they were – it’s about celebrating who they are now and are still becoming.
It’s not just about people remembering who they were – it’s about celebrating who they are now and are still becoming.
This approach also helps bridge generational divides. Many listeners share the station with children and grandchildren, creating shared experiences across age groups. And behind the scenes, Boom Radio collaborates with younger professionals, proving that age-inclusive teams can thrive.
“We deal with a lot of people who are a great deal younger than us, and I think sometimes they’re a bit surprised when they expect some creaky person who doesn’t understand technology.” says David.
Boom Radio’s blend of nostalgia and novelty is more than a programming strategy which says aging isn’t about retreating from the world. It’s about staying connected, staying curious and continuing to grow.
Purpose, Legacy, and the Future of Work
Boom Radio isn’t just a successful business – it's a blueprint for what the future of work could look like. It challenges the outdated notion of retirement as a cliff edge and instead offers a vision of continuing purpose, contribution, and fulfilment through work as we age. It understands its audience and is able to meet their needs because they are reflected in the profile of those running, planning and presenting the station’s content.
“I am working harder now than I’ve ever worked in my whole life...by some huge margin,” says David, “But it’s the most fulfilling thing I’ve ever done.”
It’s fair to say that David and his team have created more than a radio station – they are building a legacy. One that shows how workers in their 60s and beyond can lead innovation, build thriving businesses, collaborate across generations and make meaningful impact. Their model – flexible, remote, inclusive – isn't just good for older professionals, it’s good for everyone.
“We’ve done it, therefore you can too,”
Boom offers a powerful message to employers; If you want resilience, loyalty, and depth, look to experience. The station’s presenters are deeply invested in its success, not just because it gives them a platform, but because it gives them purpose. “We all think we’ve got one last big gig in us,” says David, “and this is it.”
“What motivates me in life is doing something that is worthwhile... and the bigger this can be, the more worthwhile it can become.”
In a world grappling with demographic shifts and changing career trajectories, Boom Radio offers not just entertainment, but inspiration and stands as a shining example of what’s possible. It’s a reminder that the future of work, and commercial success, isn’t just about technology or trends, it’s about people, and the power of believing in what comes next.
For more info on Boom Radio and to listen live, head for:
About the author, Michèle Dennison:
Michèle explores the strategic challenges of demographic change, longer careers, intergenerational collaboration and age inclusion. She loves connecting people and ideas to support creative collaboration and development.
About ProAge:
ProAge is a member-powered charity. We help organisations unlock the value of experienced employees and design strategies that retain critical knowledge while building resilient, multigenerational teams. Our work delivers measurable business benefits by strengthening collaboration across generations and ensuring continuity as the workforce ages.