The Optimal Aging Podcast: Recent Episodes
Jay Croft
Millions of people over age 50 represent the biggest consumer market in history for fitness, nutrition, travel, recreation and more. But most businesses don't know how to market to them. We'll interview entrepreneurs, business leaders and innovators to discuss this exciting opportunity.
In this episode of The Optimal Aging Podcast, host Jay Croft sits down with veteran strength coach and fitness industry educator Andrew Coates for a wide-ranging conversation about aging, strength training, and building a sustainable fitness business.
Andrew shares practical insights on training adults over 50, why community and human connection matter more than ever, and how gym owners can grow without burning out or chasing online fame. From bone health and fall prevention to marketing through relationships and word-of-mouth, this episode is packed with real-world wisdom for coaches, trainers, and anyone who wants to age well and stay strong.
Whether you’re a fitness professional serving older adults or someone navigating midlife yourself, this is an honest, thoughtful conversation you won’t want to miss.
⏱️ Episode Timestamps
00:00 – Social media connections vs real relationships
02:00 – Why reaching out still matters
03:00 – Outsourcing, energy management, and aging
05:00 – Productivity guilt and reclaiming downtime
07:00 – Training adults 50+ and market opportunity
09:00 – Word-of-mouth growth and client experience
11:00 – Community, culture, and human connection
13:00 – Strength training, bone health, and aging
15:00 – Speed, power, balance, and fall prevention
18:00 – Sponsor: Prime Fit Content
19:00 – Marketing without burnout
21:00 – Lessons from RP Strength and media
23:00 – Why local gyms shouldn’t chase online fame
25:00 – Becoming “Five-Mile Famous”
27:00 – Using a local podcast to grow a gym
29:00 – Why people crave real connection again
31:00 – Aging, mindset, and identity
34:00 – Longevity lessons from active older adults
36:00 – What won’t change in fitness and business
38:00 – Where to find Andrew Coates
👤 Guest Information
Andrew Coates
Andrew Coates is a veteran strength coach, writer, speaker, and host of the Lift Free and Diet Hard Podcast. With decades of experience training clients of all ages, Andrew is known for his practical, evidence-based approach to strength, longevity, and coaching older adults.
Connect with Andrew:
- Instagram: https://www.instagram.com/andrewcoatesfitness
- Podcast: Lift Free and Diet Hard
🎧 Sponsor
Prime Fit Content
Prime Fit Content helps fitness professionals attract, educate, and retain clients over 50 through simple, effective content marketing.
🔗 Learn more: https://primefitcontent.com
🎤 Host
Jay Croft
Jay Croft is the host of The Optimal Aging Podcast and founder of Prime Fit Content. His mission is to help fitness professionals better serve adults over 50 while promoting strength, independence, and healthy aging.
📬 Contact: jay@primefitcontent.com
👍 Calls to Action
- Subscribe to The Optimal Aging Podcast
- Share this episode with a coach or gym owner who works with adults 50+
- Visit https://primefitcontent.com
to learn more
In this solo episode of the Optimal Aging Podcast, guest host Chris Liddle takes the mic to explore why the traditional, linear ways of thinking don't serve aging clients or the fitness professionals who work with them. Drawing from his experience coaching adults 50+ both online and in-person, Chris dives deep into non-linear thinking, systems design, and holistic strategies that foster client trust, retention, and business sustainability.
You'll learn why older clients aren't less motivated—they're simply less tolerant of friction. Chris shares actionable strategies for fitness professionals to better serve this powerful demographic by rethinking how they show up, structure sessions, and design long-term career stability. He also explains why Jay Croft's book Selling Longevity is essential reading for your 2026 business plan.
If you serve people over 50 or want to build a resilient fitness business, this episode is packed with insights you can put to work right away.
Guest Host: Chris Liddle
Instagram: @christianliddle
Mentioned Book:
Selling Longevity by Jay Croft – https://a.co/d/iumKfjT
Episode Topics & Timestamps:
00:00 – Introduction by Chris Liddle
01:00 – Why linear thinking fails with aging, fitness, and business
03:00 – What is non-linear thinking? And why it matters after 40
04:00 – Systems thinking: Creating calm, consistent client experiences
05:30 – Case study: The impact of trainer punctuality
06:30 – Nervous system regulation and gym environments
07:30 – Why older clients quietly leave broken systems
08:00 – Another example: Listening to client feedback and adapting programs
09:00 – Holistic thinking: Seeing beyond just the workout
10:00 – Why older clients care about gym cleanliness, systems, and trust
11:00 – Linear vs. lateral income thinking in fitness careers
12:00 – What’s a media kit? How trainers can stabilize income
13:00 – Ethical brand partnerships and user-generated content
14:00 – Enhancing income stability with strategic collaborations
15:00 – Time to reflect: Audit your systems, time, adaptability, and fragility
17:00 – Why Jay Croft’s book Selling Longevity is a must-read
18:00 – The power of clarity, messaging, and Prime Fit Content
20:00 – Using guest experts like dietitians to build trust and results
21:00 – Nutrition’s role in holistic client transformation
22:00 – Divergent thinking and designing calm, reliable systems
23:00 – Final thoughts: Which system, if improved, would make the biggest impact?
Resources Mentioned:
- Selling Longevity by Jay Croft – https://a.co/d/iumKfjT
- Prime Fit Content – https://primefitcontent.com
🎤 Host: Jay Croft
Helping fitness professionals grow businesses by reaching people over 50.
🌐 Website: https://primefitcontent.com
📧 Contact: jay@primefitcontent.com
📱 Instagram: @primefitcontent
👍 Enjoying the show?
- Rate us on Apple Podcasts
- Share this episode with a friend
OptimalAging #ChrisLiddle #FitnessOver50
As the year winds down and business stress kicks up, it's easy for gym owners and fitness professionals to fall into familiar traps. In this solo episode, Jay Croft of Prime Fit Content breaks down six common pitfalls he sees gym owners make—especially when trying to grow with more clients over 50.
From cutting communication when money’s tight to relying too heavily on social media, Jay offers actionable advice rooted in real-world conversations and personal experience. If you’re trying to reach and retain older clients, this episode is packed with wisdom to help you stay the course and grow smarter—not just harder.
What You’ll Learn:
- Why cutting marketing during slow months is a major mistake
- How often you should email your list (and why two emails a week is just right)
- The role of consistent storytelling—including from outside your gym
- Why social media is not your best marketing asset
- What over-promoting discounts can really cost you
- Why AI can’t replace authentic, human communication
Timestamps:
00:00 – Intro: Why pitfalls creep in during stressful times
01:45 – Pitfall #1: Cutting communication when money's tight
04:00 – Pitfall #2: Thinking two emails a week is too much
06:30 – Pitfall #3: Avoiding stories from outside your business
08:45 – Pitfall #4: Relying mainly on social media
10:20 – Pitfall #5: Overloading emails with promotions
12:30 – Pitfall #6: Believing AI can replace human connection
15:15 – Recap of all 6 pitfalls
16:00 – Final thoughts and encouragement
🎤 Host: Jay Croft
Jay is the founder of Prime Fit Content, the only content marketing service specifically built to help fitness professionals grow their businesses by serving people over 50.
🌐 Website: https://primefitcontent.com
📬 Email: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
🔗 LinkedIn: https://www.linkedin.com/in/croftjay
👍 Rate the show on Apple Podcasts
📥 Join our newsletter – https://primefitcontent.com
📱 Follow us on Instagram – @primefitcontent
Loved this episode? Share it with a fellow fitness pro who serves clients over 50!
In this episode of The Optimal Aging Podcast, host Jay Croft shares simple yet powerful holiday marketing ideas for gym owners and fitness professionals who serve clients over 50.
From creative gift cards to recovery kits, Jay outlines 10 fitness-themed gift ideas that are easy to launch and designed to grow your business during the holiday season. You’ll also hear how cross-promotion with local businesses can amplify your reach, and how to connect with GLP-1 users who’ve lost weight but aren’t yet exercising.
Whether you're looking for quick wins or long-term client growth, this episode is full of practical strategies to make fitness a meaningful gift this season — not just a transaction.
🎁 Episode Topics
Holiday Fitness Gift Ideas
- Jay’s top 10 gift ideas like “Give One Get One,” partner sessions, starter packs, and more.
- Tips for creating low-barrier entry points for newcomers.
Cross-Promote with Local Businesses
- How to collaborate with salons, cafes, bookstores, and wellness providers.
- Turn single visits into community-building events.
Reaching GLP-1 Users
- Understand the needs of clients on weight loss meds.
- How to position your services as the “next step” in their health journey.
🕒 Timestamps
00:00 – Intro: Fitness as a holiday gift
01:00 – Why shared experiences are powerful gifts
02:00 – Jay's 10 fitness gift ideas
06:30 – Partnering with local businesses
08:50 – Reaching GLP-1 users with inclusive messaging
11:50 – Turning guests into long-term clients
13:00 – Jay’s book + how to connect
🎤 Host: Jay Croft
Jay helps gyms grow with targeted marketing through Prime Fit Content. He’s also the author of Selling Longevity, available on Amazon or his website.
🌐 Podcast Website: https://primefitcontent.com
📬 Email: jay@primefitcontent.com
📱 Instagram: @primefitcontent
🔗 LinkedIn: https://www.linkedin.com/in/croftjay
👍 Rate the show on Apple Podcasts
📥 Join our newsletter: https://primefitcontent.com
📘 Buy the book Selling Longevity on Amazon or at https://primefitcontent.com
💬 Loved this episode? Share it with a friend or tag us using #OptimalAgingPodcast.
In this episode of The Optimal Aging Podcast, host Jay Croft is joined by veteran photojournalist Jenni Girtman, who shares practical, low-tech strategies for taking better photos at gym events. If you're running a fitness business and working with clients over 50, you know how powerful visuals can be — but most gyms miss the mark.
Jenni breaks down how to prep for events, what to shoot, and how to edit photos so they tell a story and elevate your brand. Even if all you have is a smartphone, her tips can help you create compelling images that attract and retain more clients.
From creating a shot list to simple editing tricks, this conversation is packed with actionable tips anyone can use — whether you're shooting a gym anniversary party or a 5K event.
👤 Guest Name: Jenni Girtman
Bio:
Jenni Girtman is a professional photographer with decades of experience, including photojournalism at major newspapers and corporate event coverage. She runs two Atlanta-based photography businesses — Atlanta Event Photography and Life on Film Photography — specializing in everything from Fortune 500 events to bar and bat mitzvahs.
Links:
- Website: https://atlantaeventphotography.com
- Life on Film Photography: https://lifeonfilmphotography.com
🎯 Episode Outline
Planning Photos That Help Your Business
- Why visuals matter for fitness marketing
- Why most gyms fall short with event photography
Pre-Event Strategy: Assign, Plan, Scout
- Assigning a photographer
- Building a basic shot list
- Understanding your venue and light
How to Shoot Like a Pro (Without Being One)
- Three pillars: fill the frame, clean background, strong subject
- Beginning-middle-end storytelling
- Tips for better smartphone settings
Editing and Posting for Impact
- Simple edits you can do on your phone
- Cropping and filters to enhance usability
- Matching photo format to platform (IG, FB, website)
Bonus: Jenni's Live Photo Review
- Real-time examples of good and bad shots
- What to fix and how to fix it
⏱️ Timestamps
00:00 – Why photos are crucial for gym marketing
01:15 – Meet Jenni Girtman
04:50 – Common photo fails at gym events
06:45 – How to prep: assign, list, scout
09:45 – Capturing beginning, middle, and end of events
13:20 – 3 keys to better composition
20:10 – Smartphone camera settings for quality
28:00 – Easy editing tips for non-photographers
30:00 – Live photo examples from Jenni’s work
36:45 – Connect with Jenni online
🎤 Host: Jay Croft
Helping fitness professionals grow with content that connects to the over-50 market.
🌐 Podcast Website: https://primefitcontent.com
📬 Calls to Action:
- 📘 Book a free strategy call: https://primefitcontent.com/contact
- 📱 Follow on Instagram: https://www.instagram.com/primefitcontent
💡 Loved this episode? Share it with a fellow fitness pro or tag us on socials using #OptimalAgingPodcast
This holiday season, ditch the tired “burn off the pie” message.
In this episode of The Optimal Aging Podcast, Jay Croft shares seven high-impact messaging strategies for gym owners, trainers, and health coaches who serve the 50+ population. You’ll learn how to communicate with compassion—not guilt—while keeping your clients engaged and consistent through the holidays.
From practical travel workout tips to mindful eating reminders and ways to foster deeper community, this episode is a complete framework for turning holiday chaos into authentic connection and retention.
What You'll Learn:
- How to replace fear-based fitness messaging with hope and encouragement
- Why older adults ignore shame-based calls to action
- Real-world tactics to keep clients active during travel
- How to highlight community and member wins to build your brand
Timestamps:
- 00:00 – The holiday fitness guilt trip: why it doesn’t work
- 01:00 – People over 50 want support, not shame
- 02:00 – Reflection, connection & gratitude as holiday fitness themes
- 03:00 – Strategy 1: Reframe messaging with positive reinforcement
- 04:00 – Using gratitude and consistency as motivators
- 05:00 – Strategy 2: Promote meaningful self-care (not spa fluff)
- 06:00 – Strategy 3: Smart travel fitness tips for staying active
- 08:00 – Gear to pack + travel-friendly routines
- 09:00 – Strategy 4: Mindful eating without restriction
- 10:00 – Nutrition swaps, healthy recipes & realistic advice
- 11:00 – Strategy 5: Stay visible with social + event content
- 12:00 – Showcase member fun to boost retention and reach
- 13:00 – Strategy 6: Holiday gift ideas + pre-sales that convert
- 14:00 – Promote habits, not resolutions
- 15:00 – Strategy 7: Build connection to build your business
- 16:00 – Final thoughts + where to get more support
🎤 Host: Jay Croft
Jay helps fitness professionals grow their business by communicating effectively with the 50+ demographic.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📘 Book: Selling Longevity on Amazon
https://www.amazon.com/Selling-Longevity-Over-50-Transform-Business/dp/B0FHF6W8FL
📱 Instagram: @primefitcontent
🔗 LinkedIn: Jay Croft
🎧 Related Resources:
- Prime Fit Content for Fit Pros → https://primefitcontent.com
- Travel Workouts PDF – Email Jay to request: jay@primefitcontent.com
👍 Rate the show on Apple Podcasts
📬 Join the community newsletter → https://primefitcontent.com
Love this episode? Share it with your team or tag us on social with #OptimalAgingPodcast.
In this episode of the Optimal Aging Podcast, host Jay Croft talks with Dave Appel, Chief Health and Fitness Officer of KORB Health Group. KORB’s mission is to bridge the gap between medicine, wellness, and fitness, creating a more integrated and accessible approach to health—especially for people over 50.
They dive deep into the controversy around GLP-1s like Ozempic and Wegovy. Rather than viewing them as shortcuts or “cheating,” Dave urges fitness professionals to see these tools as gateways for deconditioned people to finally walk into the gym. This is a forward-thinking episode for anyone in fitness who wants to grow their reach and impact.
Guest Name:
Dave Appel
Bio:
Dave Appel is Chief Health and Fitness Officer of KORB Health Group, where he leads the integration of GLP-1s, hormone therapy, and telehealth solutions into fitness environments. A former PE teacher and gym owner, Dave has decades of experience building programs that meet people where they are and help them transform their lives.
Links:
- Website: https://korbhealth.com
Topics Covered
GLP-1s Are Tools, Not Cheating
- Why the fitness industry needs to stop judging people using medical help to get started.
Dave’s Journey into Integrated Health
- From PE teacher to CrossFit owner to health-tech innovator.
KORB’s Mission and Model
- How KORB is bridging medicine, wellness, and fitness in gyms nationwide.
The Business Case for Gym Owners
- Why GLP-1s can grow your membership and your bottom line.
Serving the Over-50 Population
- Making fitness more inclusive, accessible, and sustainable through tech and telehealth.
🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by reaching more people over 50 through Prime Fit Content.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
👍 Rate the show on Apple Podcasts
📥 Join our email list – https://primefitcontent.com
📢 Share this episode with a fitness pro who needs to hear it!
In this inspiring episode, Jay Croft talks with Diane Firmani — a 71-year-old triathlete, women’s hockey player, and standout on the latest season of The Golden Bachelor. Diane shares what led her from snowy Wasilla, Alaska, to a national TV spotlight, and how she uses fitness, community, and a bold spirit to redefine aging.
You’ll learn why movement matters, how friendships support longevity, and what The Golden Bachelor gets right about older adults. Diane also opens up about her training routines, motivation after loss, and why looking good is still a valid goal.
🏒 Guest: Diane Firmani
Bio:
Diane Firmani is a 71-year-old athlete and Alaskan native who competes in triathlons, plays women’s hockey, and recently appeared on The Golden Bachelor. She embodies what it means to age boldly and actively.
🔹 Episode Outline
Sign Up and Show Up
- Diane's motto for life and staying active in Alaska’s cold, dark winters
Behind the Scenes of The Golden Bachelor
- Why she auditioned, how she got picked, and what filming was really like
Fitness, Friendship, and Motivation
- The role of like-minded women in keeping each other accountable and moving
Competing in Hawaii
- How she trains for triathlons year-round despite harsh weather
20 Years of Women’s Hockey
- Organizing the annual Sea Cup tournament and staying competitive at 70+
Representing Alaska on National TV
- How her appearance resonated with audiences — and what she told the Bachelor himself!
📚 Resources Mentioned:
- Prime Fit Content: https://primefitcontent.com
🎤 Host: Jay Croft
Jay helps fitness professionals reach the over-50 market with content that connects and converts. Learn more at https://primefitcontent.com
📱 Follow Jay:
- Instagram: https://www.instagram.com/primefitcontent
- LinkedIn: https://www.linkedin.com/in/croftjay
📥 Contact: jay@primefitcontent.com
👍 Rate the show on Apple Podcasts
📬 Join the email list – https://primefitcontent.com
Loved this episode? Share it with a friend or tag us on socials using #OptimalAging.
Hosting a simple, purposeful event before the end of the year could be the key to attracting your next five best clients over 50. In this solo episode, Jay Croft shares a step-by-step strategy that any gym owner or fitness professional can implement—even during the busy holiday season.
You’ll learn:
- Why older prospects prefer low-pressure, educational events over discounts or sales pitches
- How to plan, promote, and host a small but mighty event
- The best way to convert attendees into paying clients without being pushy
- How to make the most of your event with content, follow-up, and partnerships
Jay also breaks down a simple five-step action plan to help you pick a date, choose a topic, and start generating new leads this week.
If you serve the 50+ market, this is your playbook for ending the year strong—and heading into 2026 with momentum.
📝 Episode Highlights
🎯 Why Host a Fitness Event Now?
- The holidays create urgency and reflection for your over-50 audience.
- Events offer trust-building opportunities that discounts can’t.
📆 Planning Your Event
- Pick a topic with seasonal relevance and strong appeal (e.g., “Stay Strong Through the Holidays”)
- Make it experiential: mix teaching, light participation, and Q&A
- Collaborate with local health professionals to boost reach
📣 Promotion Tips
- Treat it like a campaign: email, social posts, flyers, personal invites
- Offer an exclusive, low-barrier next step (e.g., a “Holiday Tune-Up” package)
🛠️ Post-Event Follow-Up
- Send personalized emails to attendees
- Repurpose photos, video, and quotes into evergreen content
- Build an event cadence (quarterly rhythm)
🎤 Host: Jay Croft
Jay is the founder of Prime Fit Content and host of The Optimal Aging Podcast. He helps fitness professionals grow their businesses by connecting with the over-50 market through powerful storytelling and authentic content.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact Jay: jay@primefitcontent.com
📱 Follow on Instagram: @primefitcontent
🔗 LinkedIn: Jay Croft
👍 Rate the show on Apple Podcasts
📥 Join the email list – https://primefitcontent.com
Loved this episode? Share it with a friend or tag us using #OptimalAgingPodcast.
In this episode of The Optimal Aging Podcast, host Jay Croft sits down with Seth Scrimo, a former Marine and now a thriving fitness business owner in Wooster, Ohio. Just a few years ago, Seth was barely scraping by—earning around $4,000/month. Today, he regularly brings in up to $30,000 per month.
How did he do it?
By writing books that build trust and launching a local podcast that spotlights other business owners in his small town. It’s a grassroots, connection-driven approach that proves old-school community building still works—especially for serving people over 50.
Seth shares the mindset shifts, tactics, and systems that helped him grow—and how you can apply the same strategy in your business.
🧑💼 Guest Info
Guest Name: Seth Scrimo
Bio:
Seth is a Marine veteran turned fitness entrepreneur who went from struggling to make ends meet to generating $30K+ months—all from his rural Ohio town. His tools? Books that build credibility and a local podcast that puts him in front of movers and shakers. He’s a proud co-author of Thrive: The New Rules of Lasting Health and Fitness and runs Scrimo Fitness.
Links:
- Website: https://scrimofitness.com/
- Facebook: https://www.facebook.com/seth.scrimo
- Books: https://www.amazon.com/s?k=seth+scrimo
🧭 Episode Outline
From Marine to Fitness Pro
- Seth’s post-military journey and starting Screamo Fitness in a small town.
Writing Books to Build Trust
- How contributing a chapter in a collaboration book changed everything.
- The launch of “Slimming Secrets of Super Parents.”
Launching the “Best of Wooster” Podcast
- How he used a local podcast to build relationships and grow referrals.
- His clever system for guest referrals and follow-ups.
Books as Lead Magnets
- Giving books away in person, tagging local businesses, and building buzz.
Community + Content = Clients
- Seth’s boots-on-the-ground approach that brought massive returns.
- How business owners started referring family members to train with him.
📘 Resources Mentioned:
- Thrive – The New Rules of Lasting Health and Fitness: https://a.co/d/bYZe4be
- Screamo Fitness: https://screamofitness.com
- Best of Wooster Podcast: [VERIFY LINK]
🎤 Host: Jay Croft
Jay helps fitness professionals grow by reaching more people over 50. Learn more at https://primefitcontent.com
👍 Rate the show on Apple Podcasts
📱 Follow us on Instagram – https://www.instagram.com/primefitcontent
📬 Join the newsletter – https://primefitcontent.com
Loved this episode? Share it with a friend or tag us on socials using #OptimalAgingPodcast
What happens when a national fitness brand realizes its best members are over 40? For Row House, it sparked a powerful new direction—and a brand refresh rooted in vitality, community, and smart training.
In this episode of the Optimal Aging Podcast, Jay Croft chats with Noel Miller, Row House's Manager of Training and a 30-year fitness pro. Noel shares how the indoor rowing franchise took a close look at its data, saw who was showing up, and leaned all the way into a smart, low-impact, high-intensity training model that's ideal for midlife adults.
This is more than a business case study—it's a roadmap for fitness professionals who want to grow by speaking directly to people over 40 in ways that are authentic, inclusive, and deeply motivating.
👤 Guest: Noel Miller
Bio:
Noel Miller is a longtime group fitness instructor and coach who now serves as the Manager of Training at Row House, a growing boutique fitness brand with more than 40 studios across the U.S. His passion for community, music-driven workouts, and lifelong vitality fuels his mission to make fitness accessible—and exciting—for people at every stage of life.
Links:
- Row House: https://www.therowhouse.com
- Instagram: https://www.instagram.com/noelmilleratl/
🧭 Episode Highlights
00:00 – Vitality at any age
Noel and Jay discuss redefining fitness as you age, and what it really means to feel “vital.”
02:00 – Meet Noel
A 30-year industry veteran, Noel shares his journey from aerobics classes in college to national leadership at Row House.
05:00 – From pandemic pivot to passion
How a job search in 2021 led Noel to Row House and eventually into a leadership role.
06:30 – The breakthrough research
Row House hired an agency to evaluate its brand, audience, and growth strategy — and found their core customer was over 40.
08:00 – Rowing as a longevity tool
Why rowing is ideal for people with joint issues, recovering from injuries, or wanting sustainable fitness.
10:00 – The full-body workout myth
Jay shares his surprise at how demanding rowing really is, and Noel explains why it works 85% of your muscles.
13:00 – Creating a campaign
How Row House launched a marketing refresh rooted in real testimonials, vitality, and inclusivity.
17:00 – HILIT: High-Intensity, Low-Impact Training
Why this training style is gaining ground and is ideal for midlife adults.
21:00 – From vanity to vitality
Jay and Noel reflect on shifting motivations for exercise, from looks to lifestyle.
25:00 – Social proof matters
Why Row House’s marketing now features real clients over 40 — and what other businesses can learn from it.
30:00 – The path forward
How Row House plans to keep growing with authenticity and purpose.
📚 Resources Mentioned
- Row House: https://www.therowhouse.com
🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by serving the over-50 market with clarity, confidence, and proven messaging.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📱 Follow Jay:
- Instagram: https://www.instagram.com/primefitcontent
- LinkedIn: https://www.linkedin.com/in/croftjay
Loved this episode? Share it with a friend or tag us on social using #OptimalAgingPodcast.
In this solo episode of The Optimal Aging Podcast, host Jay Croft opens up about the powerful, often misunderstood topic of consistency—and why it matters more than intensity in fitness, business, and life.
Jay shares how showing up steadily over time—through writing, podcasting, and growing his business—has led to meaningful progress. But he also gets candid about where he’s falling short, particularly in emailing his prospects. If you're a gym owner or coach feeling stuck or impatient, this episode offers a refreshing reminder: Slow growth is not no growth.
You’ll learn:
- Why consistency beats intensity in fitness and marketing
- How Prime Fit Content is growing through steady effort
- Where even seasoned pros struggle with follow-through
- Tactics for getting back on track with grace and strategy
- Why self-compassion might be the key to long-term success
This is a must-listen for anyone building a business to serve people over 50—and anyone who’s ever felt like they’re not doing “enough.”
🕒 Timestamps
0:00 – Why consistency matters more than intensity
1:00 – The fitness lesson every coach knows
3:00 – Jay’s wins in 2025: book, podcast, YouTube
4:30 – Growth through daily habits, not viral hits
5:00 – Where Jay’s falling behind: his own email list
7:00 – Lessons from Pat Rigsby’s accountability system
8:30 – Compassion for yourself and your clients
10:00 – Progress isn’t always visible—track it smartly
11:00 – Final thoughts on consistency and mindset
12:00 – Takeaways: show up, imperfectly but persistently
👤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by marketing to the over-50 crowd through his company, Prime Fit Content. He brings honesty, experience, and practical strategies to every conversation.
🌐 Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
💼 LinkedIn: https://www.linkedin.com/in/croftjay
📢 Calls to Action
👍 Rate & review on Apple Podcasts
📱 Follow on Instagram: @primefitcontent
📥 Got consistency tips? Email Jay!
Reconnecting with old college friends after 40 years might sound nostalgic, but in this solo episode of The Optimal Aging Podcast, host Jay Croft uncovers deeper insights about aging well — insights that can reshape how you approach your business and connect with clients over 50.
Jay reflects on a recent reunion at Colorado State University and the three big takeaways that emerged: the power of lifelong friendships, the need for reinvention after disruption, and facing mortality with joy and purpose.
This is a heartfelt, thoughtful episode full of lessons on how connection, resilience, and perspective can enrich the aging experience — and how fitness professionals can use those insights to better serve their clients.
🔍 Episode Highlights:
💬 Lifelong Friendship & Health
- How social connection supports longevity and wellness
- Why gyms and fitness businesses must create community
🔄 Reinvention After Disruption
- Newspaper careers upended — and what that teaches about adapting with age
- How older clients may be navigating life reinventions when they come to you
⏳ Mortality Without Morbidity
- Honest reflections on aging and loss — without becoming morbid
- Why purpose, laughter, and joy matter in your message
⏰ Timestamps:
00:00 – Intro & personal message
01:00 – The reunion at Colorado State University
03:20 – Lifelong friendships and healthy aging
05:10 – The role of community in fitness for older adults
06:40 – Reinvention after career disruption
08:30 – Reinvention and resilience in fitness as we age
10:00 – Mortality and mindset: acknowledging without fear
11:30 – Final 3 takeaways for fitness professionals
12:10 – Wrap-up: gratitude, purpose, and reflection
🎤 Host: Jay Croft
Jay is the founder of Prime Fit Content and host of The Optimal Aging Podcast, helping fitness pros market effectively to the over-50 population.
🌐 Podcast Website: https://www.primefitcontent.com
📬 Contact Jay: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
🔗 LinkedIn: https://www.linkedin.com/in/croftjay
👍 Love the show? Rate us on Apple Podcasts and share this episode with a friend who’d appreciate it.
In this episode of the Optimal Aging Podcast, Jay Croft speaks with Dr. Jonathan Graff-Radford, a Mayo Clinic neurologist and co-author of the new edition of the Mayo Clinic Guide to Alzheimer’s and Other Dementias. They discuss how Alzheimer’s disease begins 20 years before symptoms appear, what can be done to prevent or delay it, and what health and fitness professionals working with people over 50 need to know now.
Dr. Radford shares powerful new insights on early detection tools, lifestyle factors like exercise and hearing loss, and how fitness protocols can support cognitive health. You'll also hear how dual-tasking workouts, VO2 max, and neuroplasticity play a role in long-term brain health.
If you serve older adults in health, fitness, or wellness, this is a must-listen.
👤 Guest: Dr. Jonathan Graff-Radford
Bio:
Dr. Jonathan Graff-Radford is a neurologist at the Mayo Clinic and co-author of Mayo Clinic on Alzheimer’s Disease and Other Dementias. His research focuses on early detection, prevention, and treatment of neurodegenerative diseases.
Resources & Links:
- Mayo Clinic Guide to Alzheimer’s: https://mcpress.mayoclinic.org/product/mayo-clinic-on-alzheimers-and-other-dementias/
- Mayo Clinic Brain Health Tips: https://www.mayoclinic.org/healthy-lifestyle/healthy-aging/in-depth/brain-health-tips/art-20555198
- Mayo Clinic Alzheimer’s Disease Resources: https://www.mayo.edu/research/centers-programs/alzheimers-disease-research-center/research-activities/mayo-clinic-study-aging/patients-families/resources
🧠 Topics Covered
What Is Alzheimer’s Really?
- Difference between Alzheimer’s and general dementia
- Amyloid and tau proteins in the brain
Why Prevention Starts Now
- Alzheimer’s can start 20 years before symptoms
- 40–45% of dementia may be preventable
Lifestyle Factors That Matter
- Exercise, diet, sleep, stress, and social connection
- Hearing loss as a major (and treatable) risk factor
How Exercise Affects the Brain
- Growing the hippocampus with aerobic exercise
- VO2 max and brain resilience studies
The Role of Neuroplasticity
- How the brain adapts and rewires itself
- Dual-tasking in fitness for cognitive engagement
New Tools and Treatments
- Blood tests with 90% accuracy
- Two new FDA-approved drugs slow progression
- Early detection through the Ahead & Trailblazer studies
📱 Follow Jay Croft
Instagram: https://www.instagram.com/primefitcontent
LinkedIn: https://www.linkedin.com/in/croftjay
🌐 Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
👍 Like this episode? Share it with a friend or leave a review on Apple Podcasts!
In this episode of the Optimal Aging Podcast, Jay Croft talks with Dr. Alan Rozanski, a New York City cardiologist with five decades of experience in cardiac rehab and prevention. Dr. Rozanski introduces the concept of "resistance snacks"—short, simple bursts of resistance training that anyone can incorporate into their day.
Whether you're a fitness professional or a healthcare provider, this conversation breaks down how micro-movements can build strength, prevent decline, and serve as an accessible gateway for deconditioned adults over 50.
Dr. Rozanski explains why resistance training is often overlooked in traditional medical advice—and what needs to change. He also shares how even soup cans and wall pushups can be powerful tools for building resilience later in life.
🧑⚕️ Guest: Dr. Alan Rozanski
Bio:
Dr. Alan Rozanski is a renowned cardiologist based in New York City, with over 50 years in preventive cardiology and cardiac rehabilitation. He is a national leader in lifestyle medicine and passionate advocate for incorporating strength training into everyday health routines for older adults.
Links:
- Website: https://alanrozanski.com
- LinkedIn: https://www.linkedin.com/in/alan-rozanski-md
📌 Episode Highlights
The Resistance Snack Revolution
- What resistance snacks are and why they matter
- Examples of snackable exercises anyone can do
Muscle Loss, Longevity & Prevention
- Sarcopenia’s silent effect on older adults
- How doctors can better guide patients toward strength
Breaking the “Too Old” Mindset
- How to reframe aging and vitality
- Why even minimal movement yields maximum results
🎧 Resources & Links
- Prime Fit Content: https://primefitcontent.com
- Contact Jay: jay@primefitcontent.com
🎤 Host: Jay Croft
Jay helps fitness and health professionals reach more people over 50 with better marketing, storytelling, and engagement.
🌐 Podcast Website: https://primefitcontent.com
👍 Rate us on Apple Podcasts
📱 Follow @primefitcontent on Instagram
📬 Join our email list: https://primefitcontent.com
📢 Loved this episode? Share it with a friend or tag us using #OptimalAging
Alzheimer’s disease and related dementias now affect more than 55 million people worldwide — and that number is growing fast. But is cognitive decline inevitable? Not anymore.
In this episode, Jay Croft speaks with Angela Lunde, a 24-year Mayo Clinic veteran and co-author of the newly revised Mayo Clinic on Alzheimer’s Disease and Other Dementias. Angela shares powerful insights on how lifestyle choices, early detection, and caregiver support are reshaping the landscape of brain health.
You’ll learn:
- How lifestyle factors like exercise and social connection impact brain function
- The latest in dementia risk reduction, including the POINTER study’s findings
- What new treatments are showing promise — and what still isn’t possible
- The emotional reality for caregivers, and how they can build resilience
- How fitness and wellness pros can guide clients over 50 toward better brain health
This conversation is both deeply informative and inspiring for anyone concerned about aging, dementia, and long-term wellbeing.
👤 Guest: Angela Lunde
Bio: Angela Lunde is a dementia care expert and advocate at Mayo Clinic’s Alzheimer’s Disease Research Center. She has worked for over two decades to support individuals and families impacted by cognitive decline and is the co-author of Mayo Clinic’s definitive book on the topic.
Links:
🔗 Mayo Clinic Book: https://a.co/d/0QBlUNh
🧠 Episode Outline:
What’s New in Dementia Research
- Angela explains how imaging and biomarkers are reshaping early diagnosis
- New anti-amyloid treatments and their potential (and limits)
Risk Reduction Through Lifestyle
- Review of the 2024 Lancet Commission findings
- POINTER study confirms that 4 habits — exercise, diet, social connection, and checkups — make a difference
What This Means for Wellness Pros
- Jay and Angela explore how health/fitness pros can play a crucial role in prevention and support
The Caregiver Experience
- Why caregivers are “invisible second patients”
- Angela’s 4-part “recipe for resilience” every caregiver should know
🎤 Host: Jay Croft
Jay is a content marketing strategist helping fitness and wellness professionals engage the over-50 market.
🌐 https://primefitcontent.com
📣 CTAs:
📬 Join our email list – https://primefitcontent.com
📱 Follow on Instagram – https://www.instagram.com/primefitcontent
📥 Contact – jay@primefitcontent.com
In this compelling follow-up to last week's conversation, Jay Croft is joined by Dan Ritchie, co-founder of the Functional Aging Institute, to explore the diversity within the over-50 fitness market. While most gyms target deconditioned older adults, Dan and Jay discuss the often-overlooked segment of active, high-performing individuals in this age group who still seek challenge, adventure, and high-level coaching.
They share practical strategies for fitness professionals to market to all older adults by showcasing a variety of real client stories — from someone wanting to hike glaciers in Patagonia, to another preparing to summit Mount Kilimanjaro. If you're in the fitness industry and you want to serve the full spectrum of people over 50, this conversation is a must-listen.
Guest: Dan Ritchie
Bio:
Dan Ritchie is the President and co-founder of the Functional Aging Institute and a former longtime gym owner. With decades of experience training older adults, Dan specializes in helping fitness professionals serve the unique needs of clients over 50 — from beginners to elite performers.
Main Topics Covered:
Not a One-Size-Fits-All Market
- Why the over-50 demographic is more diverse than many gym owners realize
- How to avoid alienating active older adults by assuming everyone is a beginner
The Power of Storytelling
- How real-life client stories like summiting Kilimanjaro or traveling Europe inspire belief and action
- Tips on using storytelling in marketing to connect with a variety of client types
Program Design for Every Fitness Level
- Why you must scale programs for different abilities
- The importance of making experienced clients feel seen and appropriately challenged
Marketing to the Advanced 50+ Client
- What gym owners can do to attract fit, motivated clients over 50
- Balancing welcoming beginner messaging with high-performance program offerings
Timestamps:
00:00 – The power of believing what's possible after 70
01:00 – Jay introduces Part 2 with Dan Ritchie
02:00 – Overview of Andrew's fitness question from last episode
04:00 – Stats on low exercise rates over age 65
05:30 – Why we need to speak to all fitness levels
07:00 – Stories that resonate with high-performing older adults
08:30 – Kilimanjaro, Patagonia, and client adventures
10:00 – Fitness goals like golf, tennis, and pickleball
13:00 – Making clients feel seen and supported
16:00 – Jay's story about "Papillon" the grandfather
18:00 – Creating a gym where everyone feels they belong
20:00 – Reversing decline through consistent training
21:00 – Lance's story: feeling better at 75 than at 65
🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by better connecting with people over 50 through content marketing that works.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📱 Instagram: @primefitcontent
💼 LinkedIn: Jay Croft
👍 Rate the show on Apple Podcasts
📥 Contact us – jay@primefitcontent.com
Loved this episode? Share it with a friend or tag us on socials using #OptimalAgingPodcast.
Jay Croft speaks with Andrew, a retired tech and travel executive and long-time gym-goer, who poses a provocative question: How can gyms stay relevant for older adults who are already fit? This episode dives into how fitness professionals can better serve this overlooked but important segment of the over-50 population.
If you're a gym owner, trainer, or wellness pro working with older adults, this episode is a must-listen for understanding how to engage those who are fit and want to stay that way — with empathy, programs, and smart marketing.
🧑💼 Guest: Andrew
Bio: Andrew is a 69-year-old retired executive who has maintained a lifelong dedication to fitness. As a passionate gym-goer, he offers unique insight into the mindset and needs of fit older adults.
Location: Atlanta, GA
🕒 Timestamps:
- [00:00] Andrew’s mindset: Pushing limits while aging
- [01:00] Jay introduces Andrew and the core question of the episode
- [02:00] Who gyms typically market to — and who gets overlooked
- [03:00] The deconditioned vs. the conditioned population
- [05:00] The question from Andrew that sparked this episode
- [06:00] Concerns of active aging adults: injury, limitation, mindset
- [08:00] How gyms can help by adapting and supporting
- [10:00] Gym marketing misses for the 50+ fit population
- [12:00] Suggestions for better programming and language
- [14:00] The mindset shift: aging and adapting with strength
- [16:00] Prioritizing full-body health — including doctor visits
- [18:00] Community and mental health in gyms
- [20:00] What active older adults look for when gym-shopping
- [22:00] Building community and acknowledgment in fitness spaces
🔗 Resources & Mentions:
- Functional Aging Institute – https://functionalaginginstitute.com
- Prime Fit Content – https://primefitcontent.com
🎤 Host: Jay Croft
Jay is the founder of Prime Fit Content, helping fitness professionals attract and retain clients over 50 with smart, effective content marketing.
🌐 Podcast Website: https://primefitcontent.com
📥 Email: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
🔗 LinkedIn: https://www.linkedin.com/in/croftjay
👍 Rate the show on Apple Podcasts
📬 Join the email list – https://primefitcontent.com
AI is everywhere—but it can’t replace human connection. In this solo episode, Jay Croft shares how fitness professionals can thrive by building trust through authentic communication and evergreen content marketing.
Jay walks through his own conversation-based ecosystem—how podcasting, speaking, writing, and Prime Fit Content all work together to generate trust, visibility, and revenue without paid ads. If you're working with clients over 50, this episode gives you a powerful framework to connect and grow.
🧠 What You'll Learn:
💬 Why Conversations Beat AI Every Time
- Harvard research on trust and customer service
- AI can't replicate emotional nuance or relationship-building
📢 How to Build an Evergreen Marketing Flywheel
- The role of podcasts, newsletters, blog posts, and guest appearances
- Why your message must be consistent, human, and story-driven
🚀 Real-Life Client Wins
- Debbie’s story: why trust—not ads—led her to join a gym
- Presenting at retirement communities, podcasts, and more
📚 Creating Authority with Content
- Why Jay wrote Selling Longevity and how you can create a lead magnet too (00:08)
- Turning trust into revenue with Prime Fit Content
🧩 Why This Strategy Works
- Organic, evergreen, compounding, and human-centered content
- How it builds long-term client relationships
✅ 3 Key Takeaways for Gym Owners
- Include clear CTAs in every message
- Talk about your offers regularly
- Keep everything human and story-driven
🧑💼 Host: Jay Croft
Jay Croft is the founder of Prime Fit Content and author of Selling Longevity: Over-50 Fitness Can Transform Lives and Your Business. He helps fitness businesses reach more clients over 50 using proven, trust-based content strategies.
🌐 Website: https://primefitcontent.com
📘 Book: Selling Longevity – https://a.co/d/egDAfwF
📬 Email: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
🔗 LinkedIn: https://www.linkedin.com/in/croftjay
👍 Enjoyed this episode? Leave a review and share it with a colleague who works with older adults.
In this solo episode of The Optimal Aging Podcast, host Jay Croft shares five key lessons he’s learned from promoting his new book, Selling Longevity, and appearing on multiple podcasts. These takeaways will help fitness, health, and wellbeing professionals better connect with the over-50 market — a powerful audience with time, resources, and motivation to invest in their health.
You’ll hear why telling stories beats quoting statistics, how to build trust with quick wins, and why aligning every aspect of your business matters. Jay also offers actionable steps you can start implementing today to refine your marketing and improve client engagement.
Whether you’re a gym owner, trainer, or wellness coach, these insights will help you present your business more effectively, sell more persuasively, and serve your clients better.
Timestamps
00:00 – Why small changes can make a big impact
01:30 – Welcome and book launch update
03:00 – Lesson 1: Understand the over-50 market
05:00 – Lesson 2: Lead with stories, not statistics
07:00 – Lesson 3: Build trust with quick wins
10:00 – Lesson 4: Master your message so you can improvise
13:00 – Lesson 5: Align every part of your business
15:00 – Recap of the 5 takeaways
15:30 – Where to get Selling Longevity and connect with Jay
Episode Outline
-
Understand the over-50 market
-
Replace outdated stereotypes with inspiring, capable, and adventurous portrayals.
-
Lead with stories, not statistics
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Emotional, relatable client success stories create lasting connections.
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Build trust with quick wins
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Small, visible changes can signal expertise and commitment.
-
Master your message so you can improvise
-
Know your material so well you can adapt it to any audience.
-
Align every part of your business
-
Ensure your marketing matches the actual client experience.
Resources Mentioned:
- 📘 Selling Longevity – Get the book on Amazon
- 🌐 Prime Fit Content – primefitcontent.com
🎤 Host: Jay Croft
Jay Croft is the founder of Prime Fit Content and author of Selling Longevity, helping fitness and wellness professionals grow their businesses with more people over 50.
🌐 Podcast Website: primefitcontent.com
📱 Instagram: @primefitcontent
💼 LinkedIn: Jay Croft
👍 Rate the show on Apple Podcasts and Spotify
📬 Join our email list – Subscribe here
In this episode of the Optimal Aging Podcast, Jay Croft sits down with Rick Mayo, founder and CEO of Alloy Personal Training, for an insightful deep dive into franchising, fitness, and the over-50 market. Jay and Rick explore entrepreneurship, messaging, and personal growth—including a fascinating discussion about the book "The Gap and the Gain."
Rick shares how he built Alloy into a franchise with over 300 awarded licenses and more than 100 locations open, all while staying mission-driven and sharply focused. This episode is packed with takeaways for gym owners, personal trainers, and wellness professionals who serve clients in midlife and beyond.
Learn how Rick keeps distractions at bay, how Alloy’s messaging evolved, and why staying focused on franchisee success drives everything he does. If you're building a business to serve people over 50, this one’s for you.
Guest: Rick Mayo
Bio: Rick Mayo is the founder and CEO of Alloy Personal Training, a fast-growing fitness franchise built to serve people over 50. With more than 30 years in the fitness industry, Rick has been a pioneer in small-group personal training and an advocate for purpose-driven business growth.
Links:
- Website: https://alloypersonaltraining.com
https://alloyfranchise.com - Instagram: https://www.instagram.com/coachrickmayo/
Episode Topics
The Gap and the Gain Mindset
Rick discusses the value of celebrating your wins without losing your edge—and how this mindset shift has changed the way he leads his business.
Franchising Lessons
From 2% success rates to surpassing 100 open locations, hear what Rick learned over five years of building a franchise.
Marketing That Resonates
How Alloy learned to lean into purpose and strength messaging to reach their ideal clients over 50.
Avoiding Distractions
Rick shares how he stays focused on what matters most—and why he says no to almost everything else.
Trends to Watch
Strength, experiential fitness, and AI—all seen through the lens of growing a franchise for people in midlife.
Resources Mentioned
- Selling Longevity by Jay Croft – https://a.co/d/hbtl3p6
🎤 Host: Jay Croft
Jay helps gym owners and health professionals grow with more people over 50 through content, communications, and expert strategy.
🌐 Podcast Website: https://primefitcontent.com
📬 Join the email list: https://primefitcontent.com
📱 Follow on Instagram: https://www.instagram.com/primefitcontent
💼 Connect on LinkedIn: https://www.linkedin.com/in/croftjay
Loved this episode? Share it with a friend or tag us on socials using #OptimalAgingPodcast
Timestamps
00:00 - Intro: Rick Mayo & Jay Croft
01:15 - The "Gap and the Gain" mindset
04:10 - Lessons from 5 years of franchising Alloy
08:00 - What motivates the over-50 client
11:00 - Messaging & brand clarity
14:00 - Who your avatar really is
18:00 - Focus, distractions & shiny objects
21:00 - Why Rick says no to most speaking gigs now
24:00 - How to avoid being your own bottleneck
27:00 - Great marketing moments that stuck
32:00 - Trends: strength, experience, & AI
37:00 - What to ignore vs what to lean into
39:00 - Wrap-up
In this solo episode of the Optimal Aging Podcast, host Jay Croft shares a powerful chapter from his new book Selling Longevity: How Over-50 Fitness Can Transform Lives and Your Business. If you’re a fitness professional wondering how to better serve and attract people over 50—this is your playbook.
You'll learn:
- Why the over-50 market is your biggest growth opportunity
- What older clients actually want in a gym experience
- How to design programs, space, and language to connect with this demographic
- Real-life examples like Richard’s gym loyalty and Betty’s incredible resilience at 83
Jay also reads “Designing the Over-50 Customer Experience,” a key chapter, and shares a bonus story that proves: older clients aren’t just inspiring—they’re good business.
Timestamps:
00:00 – Why longevity is the biggest fitness opportunity
01:10 – Who the book Selling Longevity is for
02:20 – Two types of gym owners over 50
03:30 – Why this market is good business
04:00 – Reading Chapter 8: Designing the Over-50 Customer Experience
05:00 – First impressions: respect, language, and imagery
06:30 – Designing welcoming spaces and programming
08:00 – Importance of small group personal training
09:30 – Retention tips and long-term loyalty
11:00 – Bonus Story: A failed customer experience in Nashville
12:20 – Message to fitness pros: How to engage people over 50
13:00 – Bonus Story: Betty and Rob's inspiring journey
14:00 – Final thoughts and call to action
Resources Mentioned:
- Selling Longevity on Amazon: https://a.co/d/2N0fEkw
- Prime Fit Content: https://primefitcontent.com
🎤 Host: Jay Croft
Jay is the founder of Prime Fit Content, helping fitness businesses grow by connecting authentically with people over 50.
🌐 Podcast Website: https://primefitcontent.com
👍 Rate the show on Apple Podcasts
📬 Join the email list – https://primefitcontent.com
📱 Follow on Instagram – @primefitcontent
📥 Contact – jay@primefitcontent.com
💬 Loved this episode? Share it with a friend or tag @primefitcontent using #OptimalAging.
In this episode of The Optimal Aging Podcast, Jay Croft speaks with Dr. Cindy Dallow—a registered dietitian, endurance athlete, and now certified personal trainer—about her unexpected journey into strength training in her 60s. Despite her impressive background in nutrition and Ironman triathlons, Cindy had never lifted weights… until she realized she couldn’t put her suitcase in the overhead bin or do a single push-up.
Cindy shares how strength training changed her perspective—and her practice. She now coaches other women through menopause with a focus on building strength to prevent osteoporosis, manage menopause symptoms, and maintain independence as we age.
This conversation is packed with inspiration and practical takeaways for health and fitness professionals working with older adults, particularly women navigating menopause.
👤 Guest: Dr. Cindy Dallow
Bio: Cindy Dallow, PhD, RD, is a registered dietitian, personal trainer, and endurance athlete who runs Midlife Food and Fitness, helping women over 50 navigate menopause with strength, confidence, and science-backed nutrition.
Links:
- Website: https://midlifefoodandfitness.com
- Strong Enough Program: https://midlifefoodandfitness.com/strong-enough
Episode Highlights & Timestamps
💪 Why Strength Training Matters After 50
00:00 – Cindy’s realization that aerobic fitness wasn’t enough
03:20 – How strength training changed her body and practice
09:45 – Her mother’s decline and the fear of frailty
🌿 Nutrition & Menopause
11:00 – How Cindy coaches women on heart and bone health
13:00 – Role of plant-based diets, sleep, and stress management
17:00 – Soy, phytoestrogens, and reducing menopause symptoms
🚫 Debunking Myths
20:00 – You don’t need to “eat clean” or perfectly
25:00 – Gym intimidation is real—and beatable
35:00 – No, lifting won’t make you bulky
🧠 Motivation & Mindset
29:00 – Why “strong enough” is a personal standard
32:00 – Lifting heavy vs. progressive resistance
38:00 – How to start simply and build confidence
🎤 Host: Jay Croft
Jay helps fitness professionals over 50 grow their businesses with better marketing, messaging, and content.
📬 Join the newsletter: https://primefitcontent.com
📱 Follow on Instagram: https://www.instagram.com/primefitcontent
If you loved this episode, share it with a friend or tag us using #OptimalAging
In this episode of the Optimal Aging Podcast, host Jay Croft sits down with online coaching expert Chris Liddle to explore how fitness professionals can launch and grow an online business, particularly focused on serving adults over 50. Chris offers practical advice on getting started, choosing the right tools, and creating meaningful client relationships in a virtual environment.
Chris shares how he transitioned from in-person training to a thriving online coaching model, including how his own parents in their 70s inspired him to refine his tech onboarding and communication style. The conversation covers why the older demographic is not only viable but ideal for online training—offering reliability, consistency, and a genuine desire to improve.
This episode is packed with insights for any coach looking to grow sustainably and meaningfully. Jay and Chris dive into topics like using WhatsApp and YouTube for low-cost delivery, building trust with tech-hesitant clients, and using thoughtful onboarding to reduce friction. Chris also breaks down scalable coaching models, shares tips for pricing and retention, and discusses the mindset needed to succeed in today’s remote fitness landscape.
If you’re a trainer who’s been curious about online coaching, or if you’ve struggled with finding the right market to serve, this conversation will shift your perspective and equip you with strategies to take action immediately.
💼 Guest: Chris Liddle
Bio:
Chris Liddle is a Canada-based online coach and educator who coaches the general population but also helps other trainers launch and grow their online coaching businesses through some of the work he does with BSimpson Fitness. He’s passionate about serving the older adult population and is known for simplifying tech, delivering customized programming, and building deep, supportive client relationships.
Links:
- Instagram: https://instagram.com/christianliddle
- Podcast: https://podcast.invigoratetraining.com
📌 Episode Highlights
Why Online Coaching Still Matters Post-Pandemic
- Demand for virtual fitness hasn’t faded. Chris explains how coaches can meet this need effectively, especially with older clients.
Simplified Tech for Seniors
- Tools like WhatsApp, spreadsheets, and YouTube can go a long way. Chris explains how to keep your systems low-cost and accessible.
Identifying the Right Niche
- Why elite athletes aren’t the best target market—and why older adults are often your best long-term clients.
Getting Started with No Budget
- You don’t need fancy apps. Chris shares how to begin with free tools and build a profitable model step by step.
Should You Become an Online Trainer?
- Chris breaks down the traits of successful online coaches and how to know if this career path is right for you.
📅 Timestamps
00:00 Why online fitness is still growing
01:15 Meet Chris Liddle
04:00 How Chris got started in online training
06:00 Coaching clients over 50 online
08:00 Tech onboarding tips for older adults
12:00 Helping trainers identify their ideal niche
16:00 Simple tools to start coaching online
20:00 WhatsApp, YouTube & spreadsheets: low-cost tools
24:00 Group coaching and scalability
26:00 Is online training right for you?
30:00 Final thoughts & connect with Chris
🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by engaging clients over 50 with expert marketing strategies and storytelling.
🌐 Podcast Website: https://primefitcontent.com
✨ Calls to Action
📥 Download our free guide for fit pros – https://primefitcontent.com
📱 Follow on Instagram – https://instagram.com/primefitcontent
🔍 Loved this episode? Share it with a friend or tag us on social using #PrimeFitContent
In this uplifting episode of The Optimal Aging Podcast, host Jay Croft reconnects with longtime friend and positivity expert Jay Clark, principal of JC Charity Services and a John Gordon-certified trainer. Jay shares how a positive mindset is not just feel-good fluff — it’s a practical, powerful tool for overcoming adversity, improving your health, and growing your business.
You’ll hear:
- How positivity fuels resilience and deeper client connections
- The difference between “kumbaya” optimism and action-based faith
- Why core values and knowing your “why” help prevent burnout
- Real-world ways small business owners can implement positive leadership
- How storytelling creates magic in leadership and marketing
Jay also hosts the podcast Making Our World Better, where he highlights unsung heroes in the nonprofit sector. Don’t miss this inspiring conversation packed with actionable insights for fitness and wellness professionals over 50.
Guest Name:
Jay Clark
Bio:
Jay Clark is a John Gordon-certified Power of Positive Leadership trainer and the founder of JC Charity Services. He draws from a rich background in professional sports and nonprofit leadership to help individuals and organizations develop positive, resilient mindsets through workshops, coaching, and storytelling.
Links:
- Website: https://jccharityservices.com/
- Podcast: Making Our World Better
🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by serving people over 50 with clarity, purpose, and effective storytelling.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📱 Follow on Instagram: https://www.instagram.com/primefitcontent
📥 Join the newsletter: https://primefitcontent.com
Loved this episode? Share it with a friend or tag us on social media using #OptimalAgingPodcast.
Feeling overwhelmed by supplement choices after 50? You're not alone. On today's episode, Nikki Raymond, holistic nutritionist and IFBB Pro Bodybuilder, joins Jay Croft to cut through the noise. Nikki shares her journey from personal trainer to functional nutrition expert, emphasizing the critical role personalized bloodwork and supplements play in healthy aging.
In this empowering conversation, you'll learn:
- Why supplements are essential (and how to pick the right ones)
- How understanding your personal bloodwork can dramatically improve health outcomes
- Practical tips for integrating better nutrition into busy lifestyles
Whether you're optimizing your fitness or helping clients thrive as they age, Nikki provides clear, actionable insights for aging optimally.
Guest Bio: Nikki Raymond is the owner of Xperience Health, a holistic health clinic in Atlanta specializing in functional nutrition, hormone optimization, and body composition analysis. She uses personalized testing to create tailored nutrition and supplement plans, empowering individuals to take control of their health at any age.
🔗 Connect with Nikki:
- Website: https://www.nikkifitfitness.com/
- Website: https://www.xperience.health/
- Instagram: https://www.instagram.com/nikkifit_fitness
🔗 Connect with Jay Croft:
- Email: jay@primefitcontent.com
- Instagram: https://www.instagram.com/primefitcontent
- LinkedIn: https://www.linkedin.com/in/croftjay
👍 Enjoyed this episode? Rate us on Apple Podcasts and share it with a friend!
📥 Resources Mentioned:
- Comprehensive Blood Panels
- DEXA Scans
- GLP-1 and Peptide Therapies
🌐 Podcast Website: https://primefitcontent.com
In this powerful episode from the Functional Aging Summit, Jay Croft—founder of Prime Fit Content—reveals how fitness professionals can use client storytelling to attract, engage, and retain more clients over 50.
You’ll learn how to frame your clients as the heroes of their own fitness journeys (not you), why that subtle shift builds trust and credibility, and how to avoid the most common marketing mistakes that push people away.
Whether you’re a gym owner, studio operator, or coach working with midlife and older adults, this episode is packed with actionable advice on messaging, member profiles, retention, and building community.
🎧 What You’ll Learn:
- The “hero’s journey” and how it applies to your clients
- Why most fitness marketing misses the mark with older adults
- How to tell stories that inspire action (without selling)
- Real-world examples of member profiles that work
- The retention benefits of client-centered content
Purchase recordings for the 2025 Virtual Functional Aging Summit:
https://www.fbasucceed.com/faisummit
📥 Download your free guide:
How to Attract Clients Over 50 with Better Storytelling
📘 Book a strategy call:
https://primefitcontent.com/contact
🧠 Connect with Jay:
Instagram – @primefitcontent
LinkedIn – Jay Croft
⏱️ Timestamps:
00:00 – Real-life superhero story
01:30 – The hero’s journey explained
03:15 – Why older clients are overlooked
05:45 – Common marketing mistakes
09:20 – Client-focused storytelling
15:00 – Member profiles that resonate
25:00 – Success metrics for fitness pros
30:00 – Building community & retention
37:00 – Live Q&A on marketing strategies
In this episode of The Optimal Aging Podcast, Jay Croft sits down with Alex McBrairty, a fitness coach whose personal transformation—losing nearly 100 pounds as a teen—launched a lifelong journey into behavior change, motivation, and the psychology of fitness.
Alex shares how his struggle with self-esteem and identity led him to pursue a degree in psychology, which now underpins his coaching philosophy. You'll learn how he uses personality testing to meet clients where they are, especially those over 50 who may feel intimidated by change or doubt their ability to improve.
Whether you're a fitness or wellness professional or someone navigating your own health journey later in life, this episode is filled with actionable insights. Alex explains how to help clients rewrite their internal stories, embrace behavior change at any age, and take manageable steps toward better health—without falling into the all-or-nothing trap.
👤 Guest: Alex McBrairty
Bio: Alex McBrairty is a personal trainer and psychology enthusiast who specializes in helping clients achieve lasting health transformations by combining mindset work with fitness strategy. His own journey of losing 100 pounds as a teenager deeply informs his coaching approach.
Links:
- Substack Newsletter: https://ateamfit.substack.com
🧠 Topics Covered
Rewriting Your Health Story
- How Alex transformed from an overweight teen to a fitness coach
- The role of self-perception in sustaining behavior change
The Psychology of Motivation
- Why external motivators can be powerful starting points
- Understanding the deeper "why" behind lasting change
Using the Big Five Personality Traits
- How to tailor coaching using the OCEAN model
- Adapting communication styles for different personality types
Coaching Over-50 Clients
- Why older adults often have more urgency—and more doubts
- Strategies for simplifying nutrition and encouraging progress
🎤 Host: Jay Croft
Helping fitness professionals connect with people over 50 who want to stay healthy and engaged.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📢 Calls to Action:
👍 Rate and review us on Apple Podcasts
📬 Subscribe to the email list – https://primefitcontent.com
📱 Follow on Instagram – @primefitcontent
🫶 Loved this episode? Share it with a friend or tag us on socials using #OptimalAgingPodcast.
The Functional Aging Summit, held online June 13–14, is an incredible opportunity to learn from industry leaders about how to train people over 50 and grow your business with this large, lucrative, and underserved population. Go here to learn more: https://functionalagingsummit.com
In this episode of the Optimal Aging Podcast, host Jay Croft talks with Dr. Dan Ritchie, co-founder of the Functional Aging Institute, who previews the upcoming event and shares compelling reasons why fitness professionals should be targeting the active aging market.
Dan and Jay explore how this growing demographic presents not just a meaningful mission but also a strategic business opportunity—with higher client retention, deeper impact, and long-term sustainability. You'll also hear about the advantages of a virtual summit, how you can still access all the sessions even if you miss it live, and the type of career-changing content you can expect.
It’s a no-brainer. Start learning here.
https://functionalagingsummit.com
Guest: Dr. Dan Ritchie
Dr. Dan Ritchie is the co-founder of the Functional Aging Institute and a recognized leader in fitness for older adults. He holds a doctorate in Health and Physical Education and has helped countless fitness professionals elevate their careers by better serving clients over 50.
🔗 Register for the Functional Aging Summit: https://functionalagingsummit.com
📬 Contact Jay: jay@primefitcontent.com
🌐 More from Jay: https://primefitcontent.com
📱 Follow Jay:
Instagram: @primefitcontent
LinkedIn: Jay Croft
In this episode of The Optimal Aging Podcast, host Jay Croft sits down with Rick Streb—fitness industry veteran, marketing strategist, and bestselling author—to explore how publishing a book can supercharge your fitness business. Whether you're a gym owner, trainer, or health coach, Rick explains why having your own book is more than just a vanity project—it’s a strategic marketing asset.
You’ll learn how Rick helps fitness pros turn their everyday knowledge and client stories into published books that build authority, attract ideal clients, and fuel long-term growth. From using AI tools like ChatGPT to creating targeted funnels and lead magnets, Rick shares his complete process—and why it's never been easier to get started.
👤 Guest: Rick Streb
Bio:
Rick Streb is the founder of FitnessMarketing.com and a 30-year fitness veteran who has helped nearly 200 professionals publish books to grow their businesses. A bestselling author himself, Rick combines fitness experience with marketing savvy to help others become recognized experts in their communities.
Links:
- Website: https://www.fitnessmarketing.com
- Email: rick@fitnessmarketing.com
- Phone: (573) 302-8400
🔍 Episode Topics
Why Fitness Pros Should Write Books
- Learn how a book helps you stand out, build authority, and generate leads.
How Rick Helps Clients Overcome Writing Fears
- From brain dumps to ChatGPT workflows, Rick simplifies the process.
Using AI Tools (the Right Way)
- Why most fail with AI—and how Rick’s custom GPT changes the game.
Funnel Strategy and Lead Generation
- How to turn your book into a powerful lead magnet and client conversion tool.
Jay’s Book Journey: Selling Longevity
- Jay shares his experience working with Rick on his upcoming book.
📘 Resources Mentioned
- Fitness Marketing Services: https://www.fitnessmarketing.com
- Prime Fit Content: https://primefitcontent.com
🎤 Host: Jay Croft
Jay helps gyms and studios grow with content that engages people over 50. Learn more at Prime Fit Content.
🌐 Podcast Website: https://primefitcontent.com
👍 Rate the show on Apple Podcasts – https://podcasts.apple.com/us/podcast/the-optimal-aging-podcast/id1532395738
📬 Join our email list – https://primefitcontent.com
📱 Follow us on Instagram – https://www.instagram.com/primefitcontent
📥 Contact us – jay@primefitcontent.com
Loved this episode? Share it with a friend or tag us on socials using #OptimalAgingPodcast.
Can walking your neighborhood really help grow your fitness or physical therapy business? For Shayna Gross, the answer is a resounding yes.
In this episode of the Optimal Aging Podcast, Jay Croft of Prime Fit Content talks with Shayna, a veteran physical therapist and the owner of Physiovation in Atlanta. After moving to a larger location in the eclectic Little Five Points neighborhood, Shayna expanded her offerings to include small group personal training — and got to work building real relationships.
You’ll hear how she:
- Met her neighbors and local business owners one by one
- Formed smart partnerships and sponsored a wellness festival
- Attracted clients from a large local employer
- Combines strength training and physical therapy to focus on prevention and lifelong wellness
Shayna’s story is a masterclass in grassroots marketing and community connection. If you’re a fitness or wellness professional looking for authentic ways to grow, this episode is for you.
This episode is a must-listen for fitness, health and wellness professionals looking to expand their business and connect with their community in meaningful ways.
Learn more about Shayna: Physiovation, Shayna Gross on Facebook
Subscribe to the show and learn more at: Optimal Aging on Apple
Prime Fit Content helps you reach more people over 50 to grow your fitness, health and wellbeing business.
Is Alzheimer’s disease just something we have to wait and worry about as we age? Amy Lang doesn’t think so.
In this episode of The Optimal Aging Podcast, Jay Croft talks with Amy Lang, a brain health coach and former gym owner whose personal experience with Alzheimer’s — both her mother and grandmother were diagnosed — set her on a mission to educate others.
Amy shares how lifestyle factors like exercise, nutrition, stress, sleep, and social connection can dramatically reduce the risk of cognitive decline. If you're a fitness or wellness professional serving clients over 50, you’ll hear why this is a conversation you need to be having — and how you can help lead the way.
This is a hopeful, empowering episode packed with real-life insight and practical takeaways.
Connect with Amy Lang:
- Website: https://www.moxie-club.com/protect
- Instagram: @habitwhisperer
- Facebook: Amy Lang Coaching
🔗 Learn more at https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📱 Follow Jay:
Instagram: https://www.instagram.com/primefitcontent
LinkedIn: https://www.linkedin.com/in/croftjay
Thanks for listening!
Want to inspire your 50+ clients to stay active, connected, and confident? In this episode, I talk with Road Scholar’s PR Director, Kelsey Knoedler Perri, about how fitness and travel work hand-in-hand to promote healthy aging.
We explore survey data from Road Scholar’s “Age Adventurously” campaign and how fitness pros can use these insights to motivate clients, boost retention, and create content that resonates.
🎯 Great for: gym owners, trainers, wellness professionals
Topics include:
- How travel encourages fitness in older adults
- The social power of group adventures
- Using storytelling and Facebook communities to connect
- Why adventure doesn’t have to mean extreme
💥 Special highlight: Learn more about Age Adventurously Day on June 8th — a movement redefining what it means to age boldly.
🔗 Learn more: https://www.ageadventurously.org
🌐 Road Scholar: https://www.roadscholar.org
Connect with Jay Croft here:
• Instagram: https://www.instagram.com/primefitcontent
• LinkedIn: https://www.linkedin.com/in/croftjay/
• Facebook: https://www.facebook.com/jaycroft
For more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.
Email: jay@primefitcontent.com
Thanks for listening!
Let’s bust some outdated assumptions. In this solo episode, I share exactly how to market your gym or studio to today’s 50+ clients — who are active, discerning, and ready to invest in their health.
You’ll learn communication strategies that build trust and help your content actually land with this high-value audience.
📌 Actionable for: gym owners, studio managers, and fitpros over 40
What you’ll learn:
- What NOT to say to this demographic
- How to create relatable blog, email, and social content
- Why this market has strong BS detectors — and how to earn their trust
- Whether TikTok or email marketing makes more sense for your business
Connect with Jay Croft here:
• Instagram: https://www.instagram.com/primefitcontent
• LinkedIn: https://www.linkedin.com/in/croftjay/
• Facebook: https://www.facebook.com/jaycroft
For more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.
Email: jay@primefitcontent.com
Thanks for listening!
Meet three gym owners who are thriving by combining smart content with meaningful connection. In this episode, I talk with Micah Morgan, Jake Trione, and Lisa Grace Wright — all of whom have built powerful brands and loyal communities by speaking directly to the needs of active agers.
📣 Designed for fitness business owners and marketers
Takeaways:
- How to use member stories for high-converting content
- Community-driven marketing strategies that work
- Tips for using video, Reels, and even AI in your workflow
- Why niche marketing to adults 50+ leads to loyal clients and better revenue
🎤 About the Guests:
• Micah Morgan (MM Fitness & Temple Terrace Training, Tampa) – Known for his member-first approach, live content, and emotional storytelling.
• Jake Trione (Tri Fitness Gym, Houston) – A military veteran focused on care, connection, and creating a truly inclusive space.
• Lisa Grace Wright (Your Personal Best Training Studio, Corpus Christi) – A content and video marketing master who’s leveraging AI, Instagram, and YouTube to dominate her niche.
Connect with Jay Croft here:
• Instagram: https://www.instagram.com/primefitcontent
• LinkedIn: https://www.linkedin.com/in/croftjay/
• Facebook: https://www.facebook.com/jaycroft
For more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.
Email: jay@primefitcontent.com
Thanks for listening!
Want to market your fitness business to the 50+ demographic more effectively? In this special episode of the Optimal Aging Podcast I share my top 7 content marketing do’s and don’ts for connecting with people over 50.
💬 Discover why storytelling, email marketing, and consistent messaging are key to attracting and retaining clients over 50. Learn what mistakes to avoid and how to build real engagement without being pushy or spammy.
I also discuss hot trends like brain health, hybrid training, and AI in fitness content creation. If you're a fitness pro or gym owner targeting the older adult community, this episode is your ultimate marketing roadmap.
Topics Covered:
✅ 7 essential content marketing Do’s and Don’ts for fitness over 50
✅ Choosing the right social media platform for the 50+ demographic
✅ Emerging trends: brain health, hybrid training, Ozempic, and AI in content
Connect with Jay Croft here:
• Instagram: https://www.instagram.com/primefitcontent
• LinkedIn: https://www.linkedin.com/in/croftjay/
• Facebook: https://www.facebook.com/jaycroft
For more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.
Email: jay@primefitcontent.com
Thanks for watching!
How do your clients and prospects want to receive communications from you? Do you know? And are you meeting them where they are -- or expecting them to come to you?
On this week's Optimal Aging, I'm sharing a lesson I've learned about my business, and how I communicate with people I want to be in my audience.
I started recording my podcast on video and posting the episodes on YouTube, after avoiding it for years. It's expanding my audience and helping me reach new people, including prospective customers.
See, I just didn't want to bother with YouTube because I don't like watching podcasts on YouTube -- so why would anyone else? Just like some of you don't like emails or Facebook, or don't know what to make of ChatGPT. And with new communications channels popping all the time, you need to know where your folks are and reach out to them there. It's about their preferences, not yours.
Connect with Jay Croft here:
• Instagram: https://www.instagram.com/primefitcontent
• LinkedIn: https://www.linkedin.com/in/croftjay/
• Facebook: https://www.facebook.com/jaycroft
For more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.
Email: jay@primefitcontent.com
Thanks for listening!
What do you do after founding a global fitness brand like Club Pilates? For Allison Beardsley, the next move is all about longevity, wellness, and the booming demand from adults over 50.
In this episode of The Optimal Aging Podcast, Allison joins Jay Croft to talk about her new venture — The Red Light Method — a boutique red light therapy franchise focused on healthy aging and recovery. She shares why this technology matters, what gym owners should know about it, and how red light therapy could be the next big thing in wellness services for older clients.
Whether you're a fitness entrepreneur, personal trainer, or looking to expand your service offerings, this episode is packed with insights on innovation, client retention, and what’s next in the fitness business for active agers.
⏱ Timestamps:
00:00 Meet Allison Beardsley, Club Pilates founder
03:20 Why she’s now focused on red light therapy
06:45 What red light does — and what the science says
10:30 The business model: The Red Light Method
13:50 Serving the over-50 market with recovery and wellness
17:00 Where she sees the fitness industry going next
20:10 Advice for gym owners looking to innovate
🔗 Learn more about The Red Light Method: [your link here]
🌐 Prime Fit Content: https://primefitcontent.com
📬 Contact Jay: jay@primefitcontent.com
fitnessfranchise #redlighttherapy #clubpilates #over50fitness #fitpros #longevitybusiness #wellnessmarketing #redlight #fitover50 #wellnessmarketing #wellbeing
Connect with Allison Beardsley:
• On LinkedIn
• Red Light Method Website: www.redlightmethod.com
Connect with Jay Croft:
• Linkedin: https://www.linkedin.com/in/croftjay/
• Prime Fit Content
jay@primefitcontent.com
Still on the fence about sending regular emails? In this conversation with Lara Gallert from Alloy Personal Training, we dig into how simple email newsletters drive engagement, boost retention, and make your fitness brand stand out with older adults.
Plus, Lara shares her own studio’s wins and how we turned one email into serious ROI.
🧠 Best for: gym owners, franchisees, and coaches building community
You’ll learn:
- What kind of emails work best for 50+ clients
- How often to send and what to say
- Real-world results from Alloy’s client communication
Enjoy Lara’s enthusiasm and expertise. And if you need help with your emails, call me!
Topics Covered:
✅ The Power of Newsletters for Client Engagement
✅ Challenges Faced by Middle-Aged Fitness Clients
✅ Marketing & Communication Strategies for Gym Owners
✅ The Importance of Movement for Longevity
Connect with Larra Gallery:
• Website: https://alloypersonaltraining.com/location/summerfield-nc/
• Facebook: https://www.facebook.com/laragallert
• Linkedin: https://www.linkedin.com/in/lara-gallert-7884ab50/
Connect with Jay Croft:
• Instagram: https://www.instagram.com/primefitcontent
• Linkedin: https://www.linkedin.com/in/croftjay/
• Facebook: https://www.facebook.com/jaycroft
For more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.
Email: jay@primefitcontent.com
Thanks for listening!
How do you market your gym and services to a specific audience? How do you get prospects into the gym for a sales talks – and then how do you turn them into members?
Well, Sherman Merricks and I get into it on this episode – who do you want, how do you talk to them, and why you need to sometimes stop talking and get comfortable with pauses in a conversation!
Sherman’s the co-founder of Lasso Framework, a marketing and consulting firm for gyms that he started after running his own gym for 13 years in Florida. With the over-50 market in particular, longevity is a keyword, and the marketing copy and images need to reflect who you want.
Anticipate the questions that can derail a sale, and don’t be afraid to lead the prospect to where he or she needs to be.
I enjoyed this conversation with Sherman, and I know you will, too.
Topics Covered:
✅ Importance of Targeted Messaging and Imagery
✅ Sales Strategies for Gym Owners
✅ The Power of the Pause in Sales
✅ Retention vs. Acquisition in Gym Memberships
Connect with Sherman Merricks here:
• Website: https://www.lassoframework.com/
• Email: sherman@lassoframework.com
• Facebook: https://www.facebook.com/sherman.merricks/photos
• Instagram: https://www.instagram.com/shermanmerricks5/
Connect with Jay Croft here:
• Instagram: https://www.instagram.com/primefitcontent
• LinkedIn: https://www.linkedin.com/in/croftjay/
• Facebook: https://www.facebook.com/jaycroft
For more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.
Email: jay@primefitcontent.com
Thanks for listening!
Trainers often ask me for advice about taking their businesses mobile, how they can bring their fitness equipment and coaching to clients over 50 in the clients’ homes. Well, on this episode, I’m talking to a trainer who has figured it out and sharing all his tips.
Benjamin Villalon has been training people at home for a while with Benefitnessnow in Houston.And just last year, he and his wife, Claudia, and their team of trainers began developing Agestrong Fitness for the over-50 market.
Benji reports things are going great, and I couldn’t be happier for them – especially since they’re about to welcome their first baby.
I met Claudia last year at the Functional Aging Summit in Los Angeles, and they’ve been Prime Fit Content subscribers ever since. I love the messaging they share on their website, which I can’t claim any credit for. It says, “Empowering active adults 50+ to stay fit, strong and independent. Specialized training for balance, strength, and mobility.”
That’s so smart and, obviously, effective. It takes more than good training and smart marketing to build a mobile training business anywhere, especially in sprawling Houston. I know you’ll enjoy learning how they’ve done it.
Topics Covered:-
✅ Why traditional gym settings don’t always work for the 50+ age group
✅ How in-home personal training provides a customized, accessible fitness experience
✅ The business opportunity in catering to the 50+ fitness market
✅ The biggest challenges and misconceptions about fitness for older adults
Connect with Benjamin Villalon here :
• Email : benji@benefitnessnow.com
• Website : www.benefitnessnow.com
Follow Jay Croft here:
• Instagram: https://www.instagram.com/primefitcontent
• LinkedIn: https://www.linkedin.com/in/croftjay/
• Facebook: https://www.facebook.com/jaycroft
For more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.
Email: jay@primefitcontent.com
Thanks for listening!
In this week's episode of the Optimal Aging Podcast, I’m joined by veteran fitness trainers Shebah Carfagna and Nate Wilkins, who are finding new ways to help more people live fit, healthy lives.
Shebah, 67, and Nate, 71, share their fitness journeys, personal health challenges, and news about a couple of new partnerships, including their selection as two of five sponsored AARP athletes nationwide.
They’ve been in the game a long time and created the Ageless Workout Method to help improve longevity, health span and overall wellbeing. And I love a distinction they make between using the word “movement” over “exercise.”
You’ll enjoy spending time with this dynamic couple.
Topics Covered:-
✅Using Zoom and other new platforms to help people move more
✅’There is no judgment’ – Why they use the word ‘movement’ instead of ‘exercise’
✅How to help clients practice self-care and see aging in a different way
✅Free training on Zoom through Age Bold; partnering with AARP
This show is for fitness, health and wellbeing professionals who want to grow their businesses with more people over 50. We share insight on communications, content, and making powerful connections with this large, lucrative demographic. Subscribe for more insightful interviews and expert advice on how to grow your business with people over 50.
🔗 Check out Panache Fitness: https://panachefitness.com
🔗 Connect with Shebah and Nate on Facebook:
/ shebah.carfagna
/ nathaniel.o.wilkins
Follow Jay Croft here:
• Instagram:
/ primefitcontent
• LinkedIn: https://www.linkedin.com/in/croft
About a year ago, I had Nick Garrity on the podcast for the first time. Back then, I had just started helping him with his newsletters and other content marketing, and he had 2 Alloy studios up and running here in Atlanta, with a third on the way.
Now, a year later, all three of Nick’s studios are doing great. In fact, on the day we did this second interview you’re about to hear, Nick and his team were celebrating a big milestone: They had reached their membership goal for one of those studios, after a steady, consistent effort of building partnerships, reaching out to the market, and providing excellent results for their members.
How’d they do it? What’s the secret to growing a fitness business that’s aimed at helping people who are older than the typical fitness market?
Well, those are questions we address this week on Optimal Aging, the show that’s for fitness, wellbeing and health professionals trying to grow their businesses with the "quote-unquote" older market.
Overall, the Alloy Personal Training franchise is growing like crazy, with about 100 locations now open or close to it, and about 300 sold. It’s small group personal training with a focus on people 40, 45 or so and older, and I’ve been fortunate in the last year to work with a growing number of Alloy franchisees.
Whether you’re with Alloy or an independent, you’ll learn a lot from this conversation with Nick.
The biggest social media channels in the world have been in the news a lot lately. And it has renewed my belief in the power of email for marketing your small business and exercising the greatest control over your communications.
Now, I’m not saying you shouldn’t use Facebook or any of the others — they’re still powerful tools, of course. And I’m not getting into the controversies around any of it.
But I want to refocus your attention on email newsletters to grow your business. I’ll create a new episode about it shortly, but this week I want to revisit an episode from two or three years ago. It covers a lot of the reasons why you shouldn’t rely on Facebook, Instagram, TikTok or anyone else to be your primary communications channel with prospects and members. Look for that upcoming episode soon. Now, enjoy this encore edition.
fitover50 #contentmarketing #emailnewsletters
Why is there still a stigma around Botox and other simple cosmetic procedures? And what role does skin health play in healthy aging?
These are topics I discuss on this episode with Atlanta dermatologist Dr. Mary Alice Mina. You know, it’s funny. We don’t think anything about working out and looking better… but we raise a skeptical glance at the possibility of Botox, fillers, or peels. What’s the difference between them and, say, dying your hair?
I find Botox to be an entry topic for the more relevant subject of skin health, cancer screenings, and the like.
I'd been hoping to have a dermatologist on the show for a while. I know you'll enjoy this conversation.
It’s an exciting time for the fitness industry, with broad trends coalescing around topics like longevity, wellness, preventive care and others that are particularly resonant for fitness over 50.
So what does the new year hold for all of this?
Well, I’m lucky today to share a conversation about all of this with one of the people behind the Connected Health & Fitness Summit, which is planned for February in Los Angeles.
The event’s website says its mission is to “redefine healthcare by placing fitness, wellness, and technology at its core. We’re driving the next wave of innovation by bringing together 450+ C-Suite leaders to shape how we move, recover, and live healthier lives.”
It’s interesting stuff, and I know you’ll enjoy this look head.
Resources
Connected Health & Fitness Summit 2025
Cara Fautley on LinkedIn
Discount Code to Summit: PODCAST10 for 10% off individual admission
Prime Fit Content
What role does fitness play in preventive healthcare after 50? I believe it's a big one, as does my guest this week on the Optimal Aging podcast, the show all about getting more mature adults to live healthier lives.
New York urologist Dr. David Shusterman says more mature adults are understanding the relationship between exercise and healthy living -- and they want to make the most of their lives, regardless of age.
We talk about changing hormones, prostate health, sex, Botox -- and, yes, the importance of staying physically fit.
It's a helpful conversation and provocative in the best way. I hope you enjoy it. And please subscribe to Optimal Aging, leave a review, recommend us to a friend.
Resources
Modern Urologist, the doctor's practice
Prime Fit Content, my site to help gyms reach more people over 50
Curious about how small group personal training can revolutionize your fitness business and attract clients over 40? Join us as Vince Gabriele, an acclaimed gym owner, Fit Biz coach, and marketing expert, shares his transformative insights from his latest book, "The Ultimate Guide to Small Group Personal Training." Vince reveals why small group training is a win-win for trainers and clients alike, offering financial benefits and unique advantages tailored to an older demographic. You’ll walk away with actionable strategies for creating a cohesive training environment that keeps clients coming back, including those in the coveted "older" market, over 40 or 50 years old.
Online ResourcesGet Vince's latest book here for free, "The Ultimate Guide to Small Group Personal Training"Vince Gabriele's websitePrime Fit Content – Engage the over-50 market
Imagine if your job was to review restaurants, test recipes, and hobnob with the foodiest of the foodies in a major American city.
Well, my friend Jill Silva has had that job for decades. She was the Food editor of the Kansas City Star for more than 20 years and now has a PR business focusing on food and dining.
Now, at 60, Jill has a new passion: Powerlifting.
Jill’s is the kind of story you need to be sharing with your prospects, clients, and communities. It’s relatable and inspiring. She says she feels, moves, and looks great, and she’s finding new confidence — even a little swagger, if you ask me.
“I might never be that skinny young thing again, but that’s OK,” she says. “I’m strong, I feel great, and I won’t need to use a walker when I’m 80.”
Find Jill Silva on LinkedIn
Prime Fit Content
I was at a little dinner party the other night and the conversation turned to fitness for people over 50. All four of us at the table are in the demo and we’re all healthy and active.
My partner and I are in the fitness industry and I quickly realized that we were discussing things on a different level than our friends, more familiar, in shorthand. It reminded me that the messages about fitness over 50 are still unfamiliar to most people. I think about them so much that I forget that not everyone else does so, as well.
It made me wonder if gym owners and others in health and fitness make the same mistake.
And it reminded me of a podcast episode I recorded a while back about the topic, so I decided to re-publish it this week. It was interesting how the topics circled back — providing a good lesson for me as a communicator and for anyone trying to convince people to get fit after 50. Here it is.
Online Resources
Prime Fit Content – Engage the over-50 market
Unlock the secrets to optimal mobility and injury prevention for those over 50 with Andrew Mentor, the visionary CEO of PhysMoto. Discover how a simple overhead squat assessment captured through your smartphone can revolutionize fitness routines by measuring and enhancing mobility, stability, posture, and symmetry. Andrew enlightens us on the concept of movement as a vital sign and the paramount importance of addressing asymmetry to stave off injuries. This conversation is brimming with actionable insights for both fitness enthusiasts and professionals eager to maximize their potential and well-being.
We also trace the fascinating evolution of motion tracking technology, from the cumbersome days of Xbox Kinect to today's sleek, software-driven solutions. Andrew shares how strategic partnerships with fitness pioneers like TRX and Stretch Lab helped refine PhysMoto's cutting-edge technology, making it accessible for fitness chains and small gyms alike. The pandemic-driven shift from a hardware-software hybrid to a purely software approach is particularly noteworthy, demonstrating adaptability and innovation. Tune in to learn how the PhysMoto app can be seamlessly integrated into your fitness regime or professional practice, and how it stands to transform the landscape of personal training and health optimization.
My grandmother, who was born in 1905, lived at home until the end of her life at 95, but she was always afraid her children would send her to an old folks home, as she called it.
Nowadays, things have changed so much we might even need a new vocabulary to discuss communities for older people.
But whatever we call them, they’re offering a more attractive environment for people to live later in life, with individual homes, nice amenities, and lots of fitness and recreation activities.
What’s it like at one of these communities? Do they seem appealing to you? Well, that’s what we’re looking at today on Optimal Aging, the show about fitness, health and wellbeing for people over 50. Each week we explore what healthy living means for millions of people in this lucrative yet underserved market, with a focus on communications, content and making powerful connections. I’m your host Jay Croft of Prime Fit Content, which helps connect businesses with people over 50.
My guest today is Sara Carbonell, director of marketing at Amblebrook at Gettysburg in Pennsylvania. Amblebrook solves the “what do you call it” problem directly and simply: 55+ active adult living. It touts amenities like a pool and fitness center to social spaces, with lots of activities, including tons of exercise opportunities. Prices start in the 300 thousands and residences include single-family homes and villas that share a common wall.
It couldn’t be more different from my grandmother’s nightmares.
Online ResourcesAmblebrook Gettysburg
Prime Fit Content – Engage the over-50 market
Could targeting the over-50 demographic unlock unprecedented growth for your fitness business? Listen to Jay Croft of Prime Fit Content as he reveals five essential strategies to make your fitness brand stand out in a crowded market. Drawing from his recent presentation at the Functional Aging Summit, Jay delves into the challenges of feeling invisible in the fitness industry and how understanding your brand essence can be a game-changer. Learn how to clarify your identity and purpose, boldly communicate your message, and utilize multiple channels to engage your audience continuously.
Jay also highlights the immense economic potential of focusing on consumers over 50, who control the majority of consumer spending and household wealth. By tailoring your services to meet the specific needs of this influential demographic, your fitness business can thrive. Discover actionable strategies to educate your audience on relevant health topics, ensuring you not only attract but retain loyal clients for the long haul. Tune in for valuable insights that can transform your approach and help you tap into this lucrative market, setting your fitness business on a path to success.
Unlock the secrets to a sharper mind and healthier body with our guest, Dr. Cody Sipe, CEO of Brain Body Fitness franchise. Ever wondered how pairing brain games with physical exercise could stave off dementia? In this engaging episode, we dive into the innovative world of Marbles Brain Body Fitness, the pioneering brain gym franchise focused on a brain-first model. Cody, a co-founder of the Functional Aging Institute, reveals how dual-task technologies and unique workout concepts can make fitness more accessible and effective in combating cognitive decline and dementia.
Discover the fascinating world of exergaming, where exercise meets gaming to boost your brain health. Explore groundbreaking equipment like the Cyber Cycle, which blends pedaling with game-play decisions, and the Dividat Senso, reminiscent of Dance Dance Revolution, that enhances balance and mobility through visual stimuli. Learn about the SmartFit system, which challenges users with LED light boards and math-based tasks to emphasize quick decision-making. This episode underscores the critical connection between heart health and brain health, highlighting how factors like high blood pressure and obesity impact both.
Marketing a brain-first fitness program to older adults presents unique challenges, and Cody offers strategies to make these dual-task exercises more appealing. We discuss how Marbles aims to break down barriers and transform traditional exercise into fun, engaging activities that attract adults aged 60 to 80. Whether you're concerned about cognitive decline or looking to maintain sharp skills, this episode offers invaluable insights into Marbles' franchise development and how you can get involved through their webinars and informational resources. Tune in and get inspired to join the brain-body fitness revolution.
Online ResourcesMarbles Brain Body Fitness
Cody Sipe on LinkedIn
Prime Fit Content – Engage the over-50 market
How old is too old?
How late in life is TOO late in life to get fit, change your life, and improve your health?
Or is the answer, it’s never too late?
Well, these are the questions we’ll be covering on this episode of Optimal Aging, where we discuss the business of exercise, healthy living and wellbeing for people 50 and over. Each week, we explore what healthy living means for millions of people in this lucrative, yet underserved market, with a focus on communications, content, and making powerful connections.
Gwendolyn Bounds tackles this question head-on in her inspiring new book titled “Not Too Late: The Power of Pushing Limits at Any Age.”
In it, she tells her own remarkable story of transitioning from deconditioned news executive in her 40s to competitive obstacle course racer in her 50s. A veteran Wall Street Journal reporter and editor, Wendy also interviewed experts in longevity, philosophy, athletic performance and more.
It’s a compelling true story of how Wendy changed her life, but it’s also much more than that, as I think you’ll see from this discussion. So many will relate to her story – even if they have no interest in running obstacle course races. Wendy is a terrific writer and storytelling, and I know you’ll enjoy our conversation as much as I did.
Online ResourcesGwendolyn Bounds
Spartan Race
Prime Fit Content – Engage the over-50 market
On the last episode of Optimal Aging, I shared a recent presentation I gave to the Functional Aging Institute online. THIS episode features the Q&A session that followed, and it's full of smart questions and (I hope) useful replies.
Do you wonder about posting on a blog?
How often you should share on social media?
And what about emails?
Then, this is the session for you, as Dr. Dan Ritchie and I of FAI field questions from other fitness pros serving the over-50 market.
Online ResourcesFunctional Aging Summit
Prime Fit Content – Engage the over-50 market
This week's episode is the recording of a webinar I did with Dr. Dan Ritchie of the Functional Aging Institute. Dan was kind enough to let me present on seven "Do This/Not That" communications examples for gym owners who want to grow their businesses with more people over 50.
There were quite a bit of questions after my presentation. I'm going to share the Q& A next week, but for now, I just want to give you this presentation.
I also want to put in a plug for the Functional Aging Summit this July in Los Angeles, where Dan and Cody have invited me to present. If you have any interest in Learning how to grow your business around this demographic, you can't do anything better than go to LA for a couple of days and meet with the FAI folks at the summit. You'll learn a lot, meet great people, and get to visit sunny Southern California. Can' t go wrong!
Online ResourcesFunctional Aging Summit
Prime Fit Content – Engage the over-50 market
They say knowledge is power, and mankind has never before had so much power – or knowledge – at our fingertips as we do now.
When that comes to fitness over 50, health and wellbeing, the potential for improving lives with this data is spectacular.
We can carry real-time information on body composition, biomarkers, heart-rate variability, sleep, stress and more with us at all times. But how can we use this information to help people understand their bodies and longevity, and make better decisions about exercise, diet and more?
That’s what we’re addressing on this episode of Optimal Aging, the show for fitness professionals serving the over-50 market. I’m Jay Croft of Prime Fit Content.
My guest is Jason Moore, who’s here to talk about his powerful Spren app, which uses your smartphone as a body scan tool for body fat percentage and BMI measurements, results he says are comparable to DEXA scans.
The Spren app helps track weight and weight loss, helps you understand the nuances of body composition, and lots more.
Now, if this seems a bit, well, fantastical to you… it did me, too! But the supercomputers in our pockets can do so much else, why shouldn’t they be able to help us understand what’s going on inside our body.
Using AI and data, Jason is helping to put valuable information into everyone’s hands through this Spren app technology, and the way he explains it, it’s not only possible, but fun and helpful. Here’s my conversation with Jason.
Online Links and Resources
Spren.com
Jason Moore on LinkedIn
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Prime Fit Content – Engage the over-50 market
Longevity is a trendy topic these days. Everybody wants to read and talk about the newest, best ways to live a vital life for as long as possible.
So, I take a look back at a powerful conversation I had with a frequent exerciser as she was turning 100. Toni Stahl passed away recently at 105, and she and other super-agers left us key lessons about how to be like them.
One of them put it super-simply: "Keep moving, keep moving, keep moving."
So, let's explore why longevity is having such a moment in the culture, and how fitness plays a key role.
Online Links and Resources
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Prime Fit Content – Engage the over-50 market
Ryan Carver learned a key lesson about marketing his gym to people over age 55: Make it about THEM, not about HIM.
Ryan, owner of Leverage Fitness Solutions near Salt Lake City, told me he realized he had to make his content more emotional and follow the “hero’s journey” – with the client as the hero and him as the helper.
They’re Luke Skywalker. He’s Obi-Wan Kenobi.
I loved it when Ryan told me this – because this is a key point I make to gym owners about marketing: It’s not about you!
Ryan recently doubled his gym’s space and is enjoying strong growth with his business. So, I asked him to come on Optimal Aging and tell other fitness professionals how he communicates and serves thiss often-neglected segment of the population.
Ryan's one of the nicest guys in fitness. I know you'll enjoy our conversation.
Online Links and ResourcesLeverage Fitness Solutions
Ryan on LinkedIn
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Prime Fit Content – Engage the over-50 market
Remember Daisy Duke on “The Dukes of Hazard"? Anyone who grew up in the late '70s and early '80s does. It featured a beautiful young actress named Catherine Bach playing the part of Daisy Duke, who was most famous for her short-short cutoff jeans, curvaceous figure, and legs that went down to Mexico.
Like millions of households every Friday night, Amy Lang and her family would gather to watch the show and, on one of those nights, Amy’s father turned to her, pointed at the Daisy Duke on the TV, and said, "That’s the ideal figure for a woman."
Amy was 14, a petite adolescent, and the message was clear. You ain't it.
Today, Amy is a former gym owner and weight-loss coach. She’s back on the show to talk about her new book, "Thoughts Are Habits, Too: Master Your Triggers, Free Yourself from Diet Culture, and Rediscover Joyful Eating.” Amy’s expertise and enthusiasm are helpful to anyone struggling with weight or helping people to establish better habits, like eating right and exercising. I know you’ll enjoy our conversation.
Online Links and Resources
“Thoughts Are Habits, Too” book site
Amy Lang’s Moxie Club for weight loss
Her Happy & Healthy podcast
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Prime Fit Content – Engage the over-50 market
Fitness success is a lot like communications success. Both involve repeating the same steps consistently over time, making incremental progress, and remaining committed to doing the right thing. Even when a shiny new temptation wants to steal your attention or you'd rather just stay on the couch and forget about it.
Aaron Hines, a gym owner from the Nashville area, who has been putting in the work month after month, year after year. communicating steadily with his prospects and clients, running a good business, networking both online and in real life, writing books and promoting them, all while bringing top shelf training services to people over 50 in his location.
And here's the best part. It's paying off.
Aaron had his biggest month ever last December, and 2024 is banging so far.
What's his trendy gimmick, his sexy trick? Well, uhm... about that...
Online Links and Resources
Premier Performance Training
Aaron Hines on LinkedIn
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Prime Fit Content – Engage the over-50 market
Nothing moves people like a story.
More than mere facts, and more than promotions or advertising, a good story makes us feel something. We relate to it. We want to take action, even if it’s just talking about the story some more.
Here’s an example of how powerful storytelling can be – for people trying to improve their lives and for a gym or fitness studio.
Gary shared his story with me, which I then shared with my audience… and the beautiful way it circled back to him was profound.
If you want to grow your audience and move them to join your club, you can’t talk about yourself all the time. Remember the stories are rarely about you, the fitness professional. Make them about your clients and prospects, help them connect to each other and to the power of healthy living — and you can’t go wrong.
Resources
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Prime Fit Content – Engage the over-50 market
Alloy Personal Training is one of the most exciting brands in fitness. And Nick Garrity is a prime example of why, having launched two successful locations last year and preparing to birth a third.
We discuss the secrets to appealing to the 'older' fitness clientele, the value of communications, and the essential power of providing a first-class, consistent customer experience.
Nick and I really connect on the basics of content marketing. You have to let people know you want their business. It's that simple! And once they agree to try you out, then you have to deliver.
I'm proud to share this conversation with someone who gets it -- and is putting his understanding of this market to good use.
Please note: This is a reposting of the earlier show. The content is the same, but the audio is much improved. Apologies for the previous issues!
Nick Garrity on LinkedIn
Alloy Chastain
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Prime Fit Content – Engage the over-50 market
What happens when the craze for new weight-loss drugs hooks up with gyms and fitness studios?
We’re about to find out, based on a couple of announcements from industry leaders in the last few months.
And on this week’s episode, we have a leading industry researcher to help us see the opportunity here for gym and studio owners. Welcome to Optimal Aging, the show for fitness leaders trying to grow businesses by reachin more people over 50. I’m your host, Jay Croft, of Prime Fit Content.
And, if you’re like me, you might be wondering how a prescription medication like Ozempic or Wegovy to lose weight is going to get more people exercising… Right? Why bother going to a gym when you can take an injection or swallow a pill.
Well, lucky for us all, Eric Durak isn’t like me – and he’s here to explain it in a way that’s enlightening and, really, just very intriguing under the broader umbrella of how fitness, medicine, and insurance might work together in the future.
ResourcesEric Durak on LinkedInMedical Health and Fitness (medhealthfit)
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Prime Fit Content – Engage the over-50 market
We tend to go to the gym and lift weights in one plane -- up-down, up-down...
But in real life, our bodies move in 3D, up, down and all around, at all angles, across multiple planes of motion.
So if we want to be strong and truly fit, we need to be strong in 3D. And to get there, we need first to measure ourselves fully an accurately.
That's the exciting premise behind Proteus Motion, which is bringing its high-tech, data-driven tool to gyms and other businesses across the country and in Canada. Thousands of people of all ages are assessing their fitness and improving it with Proteus technology.
Founder and CEO Sam Miller joins the show to explain this all. It's fascinating stuff, and I know gym and studio owners will enjoy learning how they can use Proteus to improve their service to people over 50 -- and even use it as a revenue-generating tool. Enjoy.
Resources and Information
Proteus Motion
Sam Miller on LinkedIn
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Prime Fit Content – Engage the over-50 market
Ever felt it's too late to start making healthy changes? This episode of Optimal Aging is for you. We're chatting with three inspiring men, all over the age of 50, who decided to rewrite their health narrative. Listen in as Bennett, Jerry, and Blaine share their stumbling blocks, the catalysts for change, and the practical steps they've taken to reclaim their health. They prove that it's never too late to adopt healthy habits, and even small changes can dramatically enhance your life's quality post 50.
Resources and Information
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
Have you ever found yourself torn between maintaining your fitness routine and surrendering to the allure of total relaxation while on vacation? Well, this episode of Optimal Aging will simultaneously challenge you and offer solutions to this age-old dilemma. We'll share the fascinating journeys of Rachel and Oliver, two 50+ travelers who have managed to strike an impressive balance between their health goals and their love for travel. We also delve into their secrets of staying motivated and energetic, even while savoring the joys of a Caribbean cruise.
Shifting our attention to the importance of staying physically fit while globetrotting, we unfold an inspiring narrative of Joanne, an 80-year-old adventurer who fulfilled her dream of exploring the Galapagos Islands. Her tale is testament to the transformative power of regular exercise and its role in making travel plans more achievable and enjoyable. We also offer practical advice on maintaining healthy habits during trips, the challenges of transitioning back to routine post-travel, and the imperative of staying physically prepared for the demands of both leisure and business travel. So, if you're wrestling with the exercise-on-holiday conundrum or simply want to glean insights on managing travel, fitness, and the crucial balance between the two, this episode is a must-listen.
Resources and Information
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
This week's episode is all about the intersection where gym management, communications, and customer experience meet.
My guest is Dan Uyemura, who was a serial tech entrepreneur before opening his first gym in 2010 – and then his gym management software platform, PushPress, which helps gym owners scale their businesses effectively.
PushPress streamlines billing, keeps up with attendance, and helps track and improve other operational tasks, as well. And it’s seeing huge and steady growth, with 70% year over year growth since 2013, and more than 3,000 gyms worldwide among its clients.
Dan and I talk a bit about PushPress and the power of software to help businesses help more people. And we also get into the over-50 market, of course. Dan’s about to join us in the demographic, and he’s seeing how powerful it is to gym and studio owners who are willing to look ahead of the curve to see opportunities that most are ignoring.
Resources and Information
Dan and PushPress
Dan on Instagram and Facebook
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
It's been five years since I got into the "fitness over 50" game -- and five years since I first met Dan Ritchie and the Functional Aging Institute.
So, when Dan asked me to speak last week at an FAI gathering in Nashville last week, my thoughts turned to "then" and "now." I spoke about 5 points of communications in the over-50 market that were true then -- and 5 that are new today.
Change is scary sometimes. But it comes whether we like it or not. So, I wanted to take this opportunity to remind gym & studio owners that they need to keep their eyes and minds open while evaluating what comes along, what happens, and what's worth their attention.
Resources
Functional Aging Institute
My new course to motivate men over 50 to get off the couch and into fitness
Life Priority Supplements -- Affiliate Discount here
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
My guest this week is Kelly Howard, who leads women into fitness by making it fun and adventuresome. She leads retreats, hiking and kayaking trips – all kinds of things to get women moving outdoors and start living a healthier, happier life.
I love the approach and Kelly’s enthusiasm. She’s a coach, podcaster, and author. Her business website, fitisfreedom.com, promotes "Fitness consistency with a touch of aventure. Together we’re unstoppable. Fit is our superpower."
This kind of positive messaging is really effective, and it made me want to talk with Kelly. In person, she’s just as positive.
Here's a link to her eBook.
I ALSO HAVE A GIFT FOR YOU -- It's my first digital course at 50 percent off until November 1. It's short but transformative -- aimed at getting men off the couch and into healthy habits. More information here. It will be $99.95 starting November 1 but for now is available at half-off, just $49.97. So, check it out and get the mindset you need to start moving.
Resources and Links
Kelly's Fit Is Freedom
Life Priority Supplements -- Affiliate Discount here
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
Imagine being in your 70s and crossing the finish line of a grueling obstacle course race. Or picture yourself chasing after your grandkids, not just watching from a bench. Today, we're sharing the fascinating, foot-to-the-pedal stories of men over 50 who have embraced fitness, transforming not just their physical health but their entire lives.
From Jerry, the 76-year-old who decided to challenge himself to multiple obstacle courses, to Officer Mike who kicked-started his fitness journey with some tough love, to Todd who is gearing up to join his grandsons in their athletic pursuits.
The common thread? A steady resolve to break free from sedentariness and a commitment to better nutrition.
These tales of triumph and transformation might just be the nudge you need to kickstart your own fitness journey.
Get the free eBook by sending me an email, jay@primefitcontent.com
Life Priority Supplements -- Affiliate Discount here
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
Curious about the future of fitness technology? In this episode, we are joined by Troy Taylor, the Senior Director of Performance Innovation at Tonal. Troy takes us on a journey through Tonal's success story amidst the pandemic, and the goldmine of data they've tapped into from their expansive user base. We take a deep dive into how connected fitness gained momentum during 2020 and 2021 and how Tonal harnessed this to their advantage.
Troy unveils Tonal's foray into the active aging market segment. With a blend of stability exercises, lower body power and custom content, Troy shares how Tonal is bringing its message to this population.
Resources and Links
Tonal
Troy Taylor on Instagram
Life Priority Supplements -- Affiliate Discount here
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
Industry expert Thomas Plummer has seen it all in the fitness industry. A pioneer for the last 40-plus years, he shares a ton of insight and advice about how to appeal to affluent, older clientele in this week's episode.
Most fitness pros have no idea how to communicate with people who are a little bit different than the mainstream, 20-something customer. That's where I come in with Prime Fit Content, with material that helps gyms and studios reach the coveted older market. And Thom brings his perspective to the table -- how gym owners fall short, what the real opportunities are, and how to take advantage of them.
By the end of our chat, you’ll be armed with practical insights on how to dismantle fear and misinformation associated with fitness, and how to create a welcoming, inclusive space for everyone.
Resources and Links
Thomas Plummer
Perform Better
Life Priority Supplements -- Affiliate Discount here
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
If your fitness business is aimed, even somewhat, at helping people over 50, then you are a part of the growing Longevity Economy.
It covers TRILLIONS OF DOLLARS in the US economy annually, and it’s only going to keep expanding for decades as more people age into the group.
The over-50 market isn’t just growing – it’s also changing to include more people in Generation X. And people in the group are changing their habits – many working longer before retiring, either due to choice or circumstance. This all has big ramifications for your business and for, well, just about everything else in the coming decades.
It's what I'm discussing on this episode with Brian Clark, a pioneer in the field of content marketing who recently turned his attention to the longevity economy. Further is his new midlife personal growth newsletter. And Longevity Gains offers advice for marketers and entrepreneurs looking to succeed in this longevity economy.
0:01 Marketing to the Longevity Economy
15:09 The Shift Towards Embracing Aging
21:46 Fitness and Aging
29:13 Sponsorship and Affiliates
Resources
Further
Longevity Gains
Life Priority Supplements -- Affiliate Discount here
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
I met Andres Escobar at the Functional Aging Summit this year. He has a business, ReviewBiz, that helps you get positive Google reviews, and a podcast called Gym Owner's Growth Zone. We had a fun interview there -- it's always strange for me to be asked the questions. I think you'll enjoy hearing the questions he asked and, I hope, my answers.
Andres Escobar on LinkedIn
ReviewBiz
Gym Owner's Growth Zone show
Prime Fit Content – Engage the over-50 market
Robots stealing your jobs… soulless machines taking over the world… Is it science-fiction? Or is it happening already now that artificial intelligence, or AI, is here?
Hang onto your C3P0, because that’s the topic we’re discussing this week on Optimal Aging, the show that’ all about fitness, health and wellbeing for people over 50. If you own a gym or studio and want to grow your business by attracting more people in this demographic, then you’ve come to the right place.
I’m your host, Jay Croft of Prime Fit Content.
Maybe someday, software and machines will be able to do everything I can do and everything you can do – but we’re not there yet. I’m not being glib or dismissive about this powerful new technology. Its impact will be far reaching and profound across all industries. And maybe it means the end of the world and I’m just to cheerful to see it.
But I’m really not that cheerful. Just pragmatic. Let's be curious about AI -- and learn how to use it for our own purposes.
Resources
Marc Angelos on LinkedIn
Chat GPT
Jasper
Do's and Don'ts
AI & Fitness Guide
Life Priority Supplements -- Affiliate Discount here
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
It was a long, hot summer, wasn't it? Phew!
Still is in lots of place, including my hometown of Atlanta.
I'm back with Season 2 of Optimal Aging. Today I want to share some of the topics we'll dive into soon -- including Artificial Intelligence, Gen X, and the changes around retirement.
All these affect your over-50 fitness outreach, and I'm looking forward to a thought-provoking batch of shows starting next week.
Life Priority Supplements -- Affiliate Discount here
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
Did you know that in a few years, 20% of Americans will be 65 or older?
And 85% of them have at least one chronic health condition that you can help them with through regular exercise.
Further, more people in this cohort are exercising than ever before (although the numbers are still frightfully low).
A new report from the Department of Health and Human Services addresses these issues. And you can find a lot of useful information in it about this segment of the population and how to grow your business. We go over some of that on this week's episode.
Resources
HHS Press Release
Physical Activity Guidelines for Americans Midcourse Report: Implementation Strategies for Older AdultsLife Priority Supplements -- Affiliate Discount here
Naamly – Support our advertiser, who helps you keep in touch with your members
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
Can exercise bring hope to people afflicted with something as serious as Parkinson’s disease, a progressive disorder that affects the nervous system and parts of the body controlled by the nerves?
People are saying that regular exercise helps those afflicted – particularly exercises associated with boxing, as my guest today will explain.
Chris Timberlake was there at the beginning of Rock Steady Boxing Inc., which is based in Indianapolis and has affiliates in all 50 states and 17 countries. It followed the diagnosis of Chris’s husband and their friend about 20 years ago, and their mission is one of hope and community for thousands of people with Parkinson’s and their families.
Resources
Rock Steady Boxing
Life Priority Supplements -- Affiliate Discount here
Naamly – Support our advertiser, who helps you keep in touch with your members
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
Are women over 50 engaged in a war against their bodies?
They’ve spent decades being told – by society, the media, their families – what a healthy woman is supposed to look like.
It’s always thin, right? And young.
But how can a woman over 50 – or anyone, really – live a healthy lifestyle, eating right and moving her body … without beating herself up for falling short of some oppressive notion of what she’s supposed to look like? Why should fitness professionals care about what’s going on in the minds and hearts of their clients?
Nina Manolson, a counselor, nutrition coach and author, has some fascinating ideas about all this, and she’s shares her perspective – for mature women and for anyone interested in helping them live healthier lives.
Resources
Nina Manolson
Life Priority Supplements -- Affiliate Discount here
Naamly – Support our advertiser, who helps you keep in touch with your members
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market
Rocky Snyder has been providing fitness services to the over-50 demographic in Santa Cruz, California, for 30 years. He’s also an author, podcaster, radio host, public speaker — and even the unofficial “Mayor” of the seaside town known to millions as a Mecca of the surfing community.
Rocky and his wife have been active in civic and community groups for decades. Everybody knows his name, as the song goes, and it’s not because he’s out there talking about himself all the time, saying Look at me!
It’s because he’s out there talking about his community all the time, drawing attention to how great it is, the achievements of his neighbors, and how they can all make Santa Cruz a better place to live.
You'll get tons of tips on how to integrate yourself into your community for long-term business growth.
ResourcesRockySnyder.comRocky's Rehab, Fitness and Conditioning
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Prime Fit Content – Engage the over-50 market
Do you ever feel like a broken record when talking about fitness in general, or specifically for people over 50? Like you're repeating the same messages over and over and wondering, doesn't everybody already know about all of this, about strength training and basic nutrition? At least it's a common suspicion that we have whenever we're communicating repeatedly over time about anything.
It makes you wonder if there's a limit, like, can I even talk about this thing again? Well, that's what I'll be addressing today on Optimal Aging, the show for Jim and studio owners who want to grow their businesses by engaging more people Over 50, one of the mainstays of your marketing approach must be content that your prospects and clients find useful, relevant, motivating, or entertaining.
About the idea of healthy living as they age, and how fitness is crucial to that. How you can help them have a better life. The topics in general, right? That's the whole premise behind my business. Prime fit content, which sends you heaps of. Premium material to use in your blogs, newsletters, and social media every week.
And after writing hundreds of articles and interviewing countless gym owners, studio owners, trainers, authors, experts, and. Most importantly, fitness consumers. I'm convinced more than ever that there are at least four topics that you can never discuss too much. Four topics. You can never cover too much in your content.
Resources
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Prime Fit Content – Engage the over-50 market
People often ask me where I get ideas for content. It's a good question and I want to talk about it in this week's episode of Optimal Aging, the show to help fitness professionals grow their business with people over 50.
Today, I'm going to give you 15 tactics to ensure that you always have plenty of ideas for your blog posts, social media accounts, email newsletters, and other content channels.
But first, I want to tell you a story that will illustrate the broader point I want to make. And that is this: Take inspiration wherever you find it, and once you train yourself to start looking, you’ll see it everywhere.
I spent last week at my mother’s house near Nashville, where a bunch of my family had gathered. Now, the gathering wasn’t anything unusual, but the date was determined by something a little bit different: Taylor Swift.
Resources
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Prime Fit Content – Engage the over-50 market
I just got back last night from the first professional conference I’ve been to since before the pandemic. You know how these things are. If you’re lucky, there are so many smart people around, great ideas are flying by you one after the other, and you leave with a head full of information, perspectives and contacts.
Now, Im going to share some of that information on the show today – the bits that struck me as being relevant for gym and studio owners who are working with people ove 50 and want to grow their businesses.
Chief among them -- the 'Fans First' approach behind the wild success of the Savannah Bananas baseball team, and how what we can learn from it in promoting fitness over 50.
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Prime Fit Content – Engage the over-50 market
The internet, social media and emails are great ways to spread content about your business, of course.
But don’t forget about the real world.
On today’s episode of the Optimal Aging podcast, I’m going to share 10 ways to get your content out to the community IRL – in real life, as the kids say, haha.
Not INSTEAD of using the internet, social media and emails – but IN ADDITION TO THEM.
I’m your host, Jay Croft, from Prime Fit Content – which creates marketing material speciafically to engage people over 50. And I advocate my customers use the material on their websites, Facebook pages, and email newsletters.
But that’s not ALL they should be doing to spread their content. The real world is crucial, too, y’all, so let’s go over these 10 ways to promote your business as the fitness solution for people over 50 in your community.
ResourcesAlloy
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Prime Fit Content – Engage the over-50 market
Fitness industry veteran Rami Odeh shares the story of his physical transformation from an ultramarathon runner to a rippling weightlifter.
He spent the year leading up to his 60th birthday packing on muscle, getting lean, and popping a major six-pack. And he’s a big proponent of strength training for people over 50 as a key to health, fitness and longevity – for everybody, not just fitness professionals or extreme athletes.
It’s a key message in the over-50 fitness game, and one we can’t stress enough.
Enjoy this conversation about Rami’s journey and the undeniable power and benefit of strength training after 50 – and how we can communicate the most motivating messages to help more people over 50 live their best lives.
Resources
Rami Odeh -- coachrami.comAlloy
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Prime Fit Content – Engage the over-50 market
Celebrate our 100th anniversary with 10 inspiring and educational clips from guests about various aspects of marketing fitness to people over 50.
- Dan Ritchie of the Functional Aging Institute
- Scott Michelle of Orange Shoe Fitness
- Ray Glier of Geezer Jock
- Lindsay Valdosta
- Amy Lang
- Rick Mayor of Alloy Personal Training Franchise System
- Selene Yeager
- Chris Cooper
- Rickey Banks of SFX Fitness
- Ann Gynn
Resources
Life Priority Supplements -- Affiliate Discount here
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Prime Fit Content – Engage the over-50 market
Who should be the focus of your fitness business? Is it you, the owner? One of your trainers? The client? Before we get to that, let's discuss a storytelling model that's been the roadmap for countless books, movies and shows -- and more -- throughout time.
This storytelling model is called The Hero’s Journey. It’s the basis of countless novels, plays, movies and other stories throughout the ages. It was defined by Joseph Campbell, a mythologist and writer who examined the history of stories around the world and mapped out this universal tool, the hero’s journey.
Who's the hero that I'm talking about? It' not you! But you still have a HUGE role to play, and it's important for your client AND YOUR BUSINESS.
Resources
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Prime Fit Content – Engage the over-50 market
I’m a big believer in positive thinking, but it wasn’t always that way. I used to be skeptical, cynical, always trying to anticipate what could go wrong in a situation. But one of the benefits of aging, for me anyway, is that I’ve shed a lot of those tendencies.
But does a positive mindset play any role in bringing fitness to people over 50?
That’s the question on this week’s episode of the Optimal Aging podcast, and I’m excited to welcome my friend Joe Martin to the show. Joe is all about positive thinking. In fact, his book and podcast are called Relentless Positivity, and he uses that approach at his successful fitness studio in Huntsville, Alabama, which serves women over 40.
Scientific studies show that positive thinking is good for our health. In fact, one found that having a positive attitude as we age can add 7.5 years to our lifespan.
So, to answer my question — yes, a positive mindset is crucial to helping anyone reach and maintain fitness, but especially for the older market, which is overlooked and underserved.
Joe is a successful studio owner and a great guy with a lot of life under his belt. He’s no Pollyanna, and I know you’ll enjoy this conversation as much as I did. Here it is.
ResourcesJoe Martin's Adventure Boot Camp
The Relentless Positivity Podcast
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Prime Fit Content – Engage the over-50 market
Anyone over a certain age remembers the Yellow Pages. Back before the Internet, every business had to have a listing in the giant phone book, and most had display ads. Customers in need of, say, a plumber, looked up local service providers and perused the ads till they found one they liked enough to call.
It was kind of like a printed version of Google, if you younger folks can imagine that.
And today’s equivalent of all those Yellow Pages ads for businesses? It’s websites. And now 20 years into the Internet age, some gym owners and other small businesses don’t put much time or effort into their websites. Some even say they’re passe and pointless, asking why anybody even needs to have much a website presence at all.
Well, that’s the topic we’re going to address on this episode of Optimal Aging, the podcast for gym and studio owners who want to grow their businesses with people over 50. We’re going to answer the question, Do I really need a website at all anymore? But first I’m going to give you the top 5 most common mistakes I see gyms making that are costing them customers – and money -- every day.
Resources
Life Priority Supplements -- Affiliate Discount here
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Prime Fit Content – Engage the over-50 market
A lot of people have similar insecurities around writing as they do around money. That's true for fitness professionals as much as it is for anyone. And this week on the Optimal Aging podcast, I'm talking about all of that and more with Billy Hofacker on Billy's podcast, Your Fitness Money Coach.
Billy's a gym owner in Long Island and caters to the over-50 market. He's also a financial coach for other fitness business owners. He welcomed me onto his show recently, and I liked the resulting conversation so much that I want to share it with you here.
We have different backgrounds on all of this, but again, the similarities between communications and finances are striking -- more accurately, the similarities between COMMON INSECURITIES about communications and finances are striking.
Billy and I talk about money, we talk about marketing, we talk about some of the insecurities that drive us, and that maybe drive you , as well. I hope you enjoy the conversation.
**Resources
Your Fitness Money Coach podcast Billy on Facebook
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Prime Fit Content – Engage the over-50 market
How can gym and studio owners keep their members motivated to keep coming back after the initial excitement wears off? And what role does your communications system play in retaining these folks – especially those who are over 50?
Gym and studio owners first need to understand why people over 50 want to get in shape or stay in shape. So I'll share my top 7 reasons why older people want your services, and then I’m going to share the No. 1 secret to keeping members – new and veterans alike – coming back even when they feel like they'd rather stay home on the couch.
Resources
Life Priority Supplements -- Affiliate Discount here
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Prime Fit Content – Engage the over-50 market
If you live long enough, you start to notice how things come in and out of fashion, and then come in and out of fashion again… and again…
It’s one of the nice thigns about aging, I think. It makes it easier to avoid getting too excited abou t the latest this or the trendiest that, because you’ve learned by now that if you miss one trend, there’s always another round coming up later.
Well, it’s like that for fitness over 50 in 2023, according to market watchers who have decided that the fourth and fifth biggest trends in fitness surround this demographic – a return to how things were the last few years before the pandemic. What does this mean for you and your bsiness? Why should you care about this trend or any other?
That’s what I’ll be discussing on this edition of Optimal Aging, the podcast for gym and studio owners who want to grow their business with the lucrative yet
underserved over-50 market.
Resources
ACSM's Worldwide Survey of Fitness Trends
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Prime Fit Content – Engage the over-50 market
Lots of gyms and studios provide -- or want to provide -- a line of vitamins and supplements for their customers. It's a great way to have an extra income stream and to enrich ties with your clients, particularly people over 50.
A lot of older people are curious about supplements, and they don't want to be burned by products that offer a lot of hype but not much value.
Greg Pryor shares his story about how he went from winning the 1985 World Series with the Kansas City Royals to owning Life Priority supplements.
Andy why, in his 70s, he's proud to share the good word about how they help.
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Prime Fit Content – Engage the over-50 market
I had so much great content from my interview with Rick Mayo -- founder and CEO of Alloy Personal Training Franchise System -- that I had to break it up into two parts.
I published the first one in November, and I'm excited to share Part 2 now. We cover some interesting questions about how Rick approaches marketing fitness to the over-50 segment, the importance of knowing who you want as your customer, and why this is such a lucrative market to pursue.
Different gym or studio owners will have different approaches to marketing fitness over 50, and that's great. Every community is different, every business. I know you'll be interested in what Rick has to say -- and in his thoughts about fitness trends in general that are coming for 2023.
Alloy Personal Training Franchise System
Rick Mayo on LinkedIn
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Prime Fit Content – Engage the over-50 market
How close do fitness clients typically become with their trianers? What qualifies as sufficiently good customer service, what goes above and beyond, and how do genuine personal relationships develop — particularly among a client in his 70s and a trainer in his 30s?
This is Optimal Aging, the podcast for fitness professionals who want to grow their businesses by reaching more people over 50.
I’m delighted to bring this episode to you during the holidays, because it’s been a gift for me to work on — and I hope you enjoy our conversation half as much as I did.
I first met Jerry Mathis last year and wrote about him for my Prime Fit Content subscribers, after he ran his first 5K Spartan Race to celebrate his 75th birthday.
He’ll be 77 soon and hopes to be doing this into his 80s. Here’s my chat with Christian about his amazing physical fitness and his amazing friendship with his trainer. Enjoy.
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Prime Fit Content – Engage the over-50 market
Gym and studio owners -- you're about to get flooded with the annual January rush. This year, be sure your new clients over 50 know why it's so important they should be lifting weights.
And remember: They probably don't know! You have to tell them. Clearly and repeatedly.
This week's Optimal Aging presents 15 reasons why people over 50 need to be weightlifting. Use this list -- and more reasons -- to motivate all your clients, but especially the new ones.
It could be the difference between another failed New Year's Resolution and starting on the path to lifelong healthy habits.
Resources and Links
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Prime Fit Content – Engage the over-50 market
Do you ever feel like a phony? Like someone’s about to find out any minute that you have no idea what you’re doing and that you don’t belong where you are?
Well, a LOT of people do, so don’t worry! It’s called Imposter Syndrome, and it’s common in all walks of life and at every stage of success.
I know I’ve felt it sometimes.
And so has my guest on this week’s episode of Optimal Aging, which might surprise those of you familiar with his success.
Rick Mayo, founder and CEO of the Alloy Personal Training Franchise system, is a fitness business leader who seems like the very model of success. And yet, as he tells me in this conversation, he’s been bugged by Imposter Syndrome repeatedly throughout his career. He also shares how he learned to turn it into a powerful motivator to help him keep succeeding in his business, which now is a thriving franchise system with 100 locations, all bringing fitness over 50 to people across the country.
Resources and Links
Alloy Personal Training Franchise System
Rick Mayo on LinkedIn
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Prime Fit Content – Engage the over-50 market
How important is it to build a warm, supportive fitenss community for people over 50? That’s the question we’re going to answer today on Optimal Aging, with one special guest serving as an example of the kind of powerful outreach and practices that many of the best fitness businesses provide.
Guest Summer Montabone is the owner of Summer’s Fitness studio in North Canton, Ohio, where she recently celebrated her 15th anniversary in business, serving primarily the over-50 demographic. Summer has 30 years of fitness experience and is a former champion bodybuilder who shifted gears after a startling bout with postpartum depression.
Summer has been a subscriber to Prime Fit Content for a while now, and I love how she uses the material to engage her audience of clients, prospects, and the broader community. I asked her onto the show to talk about how she builds her culture and community, and the interaciotn she has with her community at large. I love seeing her Facebook feed every day because it shows the positive energy and environment she’s created there.
She’s obviously doing something right after 15 years, and so I thought you would enjoy hearing Summer talk about her journey, success, and – yes—community.
Resources and Links
Summer's Fitness
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Today we’re talking about a topic that is rarely discussed, either in society generally or in the fitness world specifically.
But it’s one of the most important events in women’s lives, and it affects their lives across the board – including their fitness and healthy living habits.
Which means you, as a fitness professional, male or female, regardless of age, need to know more about… MENOPAUSE.
If you’re wondering what do fitness and menopause have to do with each other, then this week’s episode of Optimal Aging is here to answer the question. It’s a special, shortened version of an earlier, longer interview I did with athlete, author, podcaster and advocate Selene Yeager. I enjoyed our conversation back then, and I enjoyed preparing this abridged version for you today.
Resources and Links
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Selene Yeager
Hit Play Not Pause podcast
Prime Fit Pros Group on Facebook
Prime Fit Content – Engage the over-50 market
Today I’m going to answer a question I hear over and over again from gym and studio owners who indeed do want to grow their business by serving this large, lucrative and underserved segment.
I’m asked this question all the time in my free Facebook group, in emails, in phone conversations, at conferences…
So let me answer it for you once and for all here today.
This is the question: Do I need to be on every social media channel?
And the answer, quite simply, is this: Absolutely not.
Stick with me for a few minutes on this short episode, and I’ll explain – with my main intention being to quiet that annoying voice in your head that says you need to be scrambling all the time to be everywhere.
Resources and Links
Prime Fit Pros Group on Facebook
Prime Fit Content – Engage the over-50 market
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A great story about Picasso goes something like this.
The genius painter was at a Paris café when a fan approached and asked if Picasso could draw something on a napkin for her.
He obliged and, when he returned the napkin, he said, “That will be 1 million Francs.”
The woman was outraged. “How can you dare to ask for so much – it only took you 5 minutes to draw this!”
Picasso replied, “No, my dear. It took me 40 years to be able to draw this in 5 minutes for you.”
Now, you might wonder why I’m sharing this classic with you.
It’s about your ideas around your own self-worth and pricing your services. You might not be charging enough... but you're unsure about how high to go...? You're not alone. Here's how to start thinking about the problem productively.
Resources and Links
Prime Fit Pros Group on Facebook
Prime Fit Content – Engage the over-50 market
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Here’s a story for every gym or studio owner who says he doesn’t have time to manage an email list or send out emails to prospects and clients on a regular basis.
For Paulo Andalaft of Fit Factor in Fort Lauderdale, one email he sent in 2017 has brought in hundreds of thousands of dollars in ongoing revenue – and is still generating new referral clients right now.
That’s right. One email = hundreds of thousands of dollars in revenue.
How’s that possible? Listen to this week’s episode for Paulo’s story.
Resources and Links
Prime Fit Pros Group on Facebook
Prime Fit Content – Engage the over-50 market
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Your members and prospects want to see people like them succeeding – they want to relate, to say, Hey, maybe I could do that. They want an ordinary person to help introduce them to fitness or to support what they’re already doing – and they want to know that your business sees their effort and appreciates their successes.
And what you get out of it is an endless source of powerful, compelling content that you can use anywhere – on your website, on your social media accounts, in your email newsletters…
Member profiles are popular with your audience, easy for you to do, and effective in sharing your message.
Still, there’s just one little catch.
They have to be good.
And many are not, if I’m being honest.
But it’s so easy to do it well that I want to share some quick tips with you. Listen up!
Resources
Bella's Perfect Little Story
Prime Fit Content – Engage the over-50 market
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If you’re in business these days, then you’re a writer – like it or not. So you better learn how to do it well. That’s the premise of a terrific writing how-to book called “Everybody Writes” by Ann Handley.
This week’s episode of the podcast is taken from a group discussion I had with three fitness professionals serving the over-50 market. It started as a conversation about Ann’s book but quickly evolved into a compelling tale of how these three people communicate with their clients and prospects, and how they’re constantly pushing beyond their “comfort zones” to get better at writing.
I was beside myself with what I heard. And I know many of you will enjoy their comments and relate to them and learn from them. Enjoy!
Also, a reminder to take advantage of the business training event put on by the Functional Aging Institute Oct. 20-21 in Nashville. Use discount code FAIMM50 get 50 percent off. Register here: https://faievents.securechkout.com/nashville-2022
Resources and Links
“Everybody Writes” on Amazon.com
Prime Fit Pros Group on Facebook
Functional Aging Institute
Prime Fit Content – Engage the over-50 market
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I’ve been on a mission lately to learn more about my prospects and clients – specifically what they want help with regarding their content and communications, so I can improve my offerings and grow my business.
A little market research, if you will – emphasis on “little.” I’ not talking about full-blown market research – just about actively soliciting and paying attention to feedback.
It’s been fascinating and instructive, and I’m going to share a few great tips I’ve received in a few minutes
So let me ask you: Are you actively listening to your clients and prospects enough?
It’s a fair question to ask yourself any time – because you should always be actively listening. When you ask questions and pay attention to responses with an open mind, powerful stuff can happen – especially when you’re servicing a vastly UNDERserved segment, like people over 50 in a gym, studio or other fitness facility.
Also, a reminder to take advantage of the business training event put on by the Functional Aging Institute Oct. 20-21 in Nashville. Use discount code FAIMM50 get 50 percent off. Register here: https://faievents.securechkout.com/nashville-2022
Resources and Links
Functional Aging Institute
Prime Fit Content – Engage the over-50 market
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If you th`ink you don’t need content in your marketing, think again.
You do – even if you regularly advertise on Facebook. You can’t rely on that. Content MUST be a part of your communications strategy in promoting your business and promoting yourself as the local go-to expert on fitness over 50.
I get into all this on this weeks episode of the Optimal Aging Podcast by posing – and ultimately answering – a provocative question: Which is best for your business, content marketing or advertising?
Also, a reminder to take advantage of the business training event put on by the Functional Aging Institute Oct. 20-21 in Nashville. Use discount code FAIMM50 get 50 percent off. Register here: https://faievents.securechkout.com/nashville-2022
Resources and Links
Functional Aging Institute
Prime Fit Content – Engage the over-50 market
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This not an overstatement: I would not be here today if it weren’t for the Functional Aging Institute’s Mastermind group.
So, I want to encourage everyone to attend FAI’s Mastermind gathering Oct. 20-21 in Nashville, if you can. Obviously, travel is complicated and expensive, and we have to pick our trips wisely. (And don’t worry – there will be other opportunities to interact with FAI’s Mastermind and even join later.)
But this one is personal for me, because I know first-hand how helpful the training is and how invaluable the relationships are.
You don’t have to join the group to attend the event, which will cover:
- How to market, how to sell and how to attract the best clients!.
- Short “hot seat” sessions where the group focuses just on helping you find solutions for your biggest challenges:
- How to add a training business for this clientele to your existing studio, or how to open from scratch in less than 60 days.
Use discount code FAIMM50 get 50 percent off. Register here: https://faievents.securechkout.com/nashville-2022
Resources and Links
Functional Aging Institute
Prime Fit Content – Engage the over-50 market
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We talk here every week about how fitness and health businesses can communicate their messages to the over-50 market. And one of the most fascinating topics we’ve ever covered is the connection between physical exercise and brain health. Despite tons of research solidifying the connection, most people probably still don’t know that they can lower their chances of cognitive decline and even dementia through exercise.
Back in July 2021, I spoke with the folks behind Activate, a studio being developed in Cincinnati that combines physical exercise and brain exercise in a way that might be unique today but should become more common as we move forward. It just makes so much sense.
Since July 2021, they’ve had their soft opening and they’re about to have their grand opening this month, September 2022. The premise is simple and fascinating — we keep our brains healthier and stronger by exercising them at the same time we exercise our bodies. Listen to this update for more on the brain-body connection — and also some helpful communications tips from a fitness studio that’s right now rolling out its successful launch. Here’s my conversation with John Spencer and Marie Stoner of Activate Brain and Body.
Resources and Links
Activate Brain & Body
Prime Fit Content – Engage the over-50 market
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Have you ever had a near-death experience? I haven't. But Ricky Banks has.
Ricky is a 57-year-old gym owner and bodybuilder near Atlanta. He's in spectacular physical condition and enjoys a healthy lifestyle.
But earlier this year, Ricky was rushed to a hospital, where he spent a few days in a coma while doctors tried to stop severe stomach bleeding. They gave him 50-50 odds of surviving - -and when it was all over, they told Ricky that his fitness level helped save his life.
Now, you don't have to be a spectacularly buitl fitness professioanl for this to apply to you, too -- or to your vast audience of prospects and customers. It's a simple fact that staying in shape -- with basics like an appropriate weight and healthy blood pressure -- help us survive medical emergencies.
And after 50, we're more likely to face those -- from ER visits to planned joint replacements.
So, listen to Ricky tell his story today, and let it remind you of the LITERALLY life-saving work that you do every day. Take that message out to your community. You never know how far it will reach. Here's my conversation with Ricky.
Resources and Links
Rickey’s gym, SFX Fitness
Rickey on Facebook
Prime Fit Content – Engage the over-50 market
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This week’s episode provides a rare triple threat. Three gym owners from three cities share their secrets for success in bringing fitness to people over 50, as we discuss the state of the art and business right now in the summer of 2022.
If you want to know how to grow a successful gym or studio that caters to the “older” crowd, you couldn’t ask for three better experts than these.
From Arlington, Texas, Jesse Jackson of Inner Strength Fitness, which this year opened its second location.
From Tustin, California, Rosa Coletto is thriving at Full Circle Fitness.
And from Saskatchewan, Canada, Shelley Turk of Proactive Fitness is changing lives every day.
I’m proud to say that all three are longtime subscribers of Prime Fit Content – they know they value of consistent, engaging communications. And they share a lot more that will be interesting to anyone trying to help active agers in health, fitness and wellbeing.
Resources and Links
Inner Strength Fitness
Full Circle Fitness
Proactive Fitness
Prime Fit Content – Engage the over-50 market
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The Medfit Network has been promoting the idea that “fitness is medicine” for a long time. And now, the organization has launched MedFit Care to reduce the cost, a common barrier that too many people rely on to avoid taking care of themselves, and to involve doctors in prescribing medical fitness.
MedFit and others have been working to marry healthcare and fitness, and now with MedFit Care, participants can use tax-free or tax-deductible dollars to pay for fitness services prescribed by a doctor.
The idea is that A MedFit Care physician can write a medically necessary exercise prescription that can be used with your MedFit Care fitness professional, who understands your unique needs and can help improve your health and quality of life.
One of MedFit’s leaders is here to discuss all this on today’s episode of the Optimal Aging Podcast. Brian Prendergast is a longtime member of the fitness industry, as founder and president of High Five Health and Fitness, a trainer, wellness coach and podcast cohost, with Christine Conti, of Two Fit Crazies and a Microphone.
This is all interesting, frontier-level stuff, and I know you’ll be interested by what Brian has to share. Enjoy.
Resources and Links
MedFitCare.org
Brian’s email: brian@medfitcare.org
MedFit email: info@medfitcare.org
Brian on LinkedIn
Prime Fit Content – Engage the over-50 market
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In these days of big box gyms, boutique proliferation and, you know, global pandemics, it’s worth celebrating anytime an independent, neighborhood gym makes it 20 years.
And Urban Body Fitness here in Atlanta just hit that milestone.
I’ve been going to Urban Body since it was called something else and owned by someone else — envisioned initially as a gym for gay men — mostly in their 30s, professional, white and fabulous.
But when Rad Slough bought the gym and rechristened it Urban Body Fitness, he soon set about expanding its mission to include all kinds of people from the prosperous and diverse residents of the neighborhood.
Over the years, it has evolved to include people of all orientations, races, genders and — yes — ages. Because Rad smartly realized that older people were the best way to fill up his gym during the typically slow hours of 9 am to 3 pm.
As a longtime client, I have enjoyed watching this unfold. And as a marketer of fitness over 50, I’ve been fascinated to see it. Urban Body is by no means an over-50 gym. But Rad works hard to include older people in his marketing and community outreach. Some of his trainers have special interests in working with older people of all physical conditions; at least 3 or 4 of them are over 50, themselves. The atmosphere is welcoming but not condescending, and that’s by design.
I like Rad’s approach — and you can’t argue with the success he’s had. So, raise a glass to Urban Body’s 20 years and enjoy this week’s podcast.
Resources and Links
Prime Fit Content – Engage the over-50 market
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It’s been two generations since fitness became part of the broader culture, but still most of us don’t exercise regularly.
We see evidence of fitness everywhere – from gyms and studios to home workout equipment, from wearables like Apple watches to “athleisure” clothing like Lululemon.
Fitness today is a $100 billion industry worldwide, which means countless ordinary people exercise for the sake of exercising. They know it’s good for them. They know it will help them lead better, longer lives. They know it’s fun.
But it wasn’t always like that. Until about 40 years ago, fitness facilities weren’t common. Celebrities weren’t super-fit. People smoked cigarettes – a lot. The idea of “fitness over 50” hadn’t been coined
But there’s still generational difference in this awareness, particularly among older Baby Boomers who came of age before fitness was so common.
And we need to remember that gap — or learn about it — when trying to sell fitness to people over 50 — or maybe more to the point here, people over 70 or so.
Resources and Links
Prime Fit Content – Engage the over-50 market
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We talk a lot about the importance of choosing a niche – in both fitness and in marketing.
· Women who want to lose baby weight
· Teens who want to get athletic scholarships
· Mid-career professionals who want to stay competitive in stressful jobs
Conventional wisdom says we want to narrow our niche as much as possible, so that we’re providing a specific service to a hyper-specific market.
And I can’t tell you how often I talk to a new gym owner or trainer who wants to “train everybody.” I try to tell them why that might not be the best idea (unless you want to be Planet Fitness; not that there’s anything wrong with that). Sometimes the message gets through, but sometimes it doesn’t.
In my business, Prime Fit Content, I help fitness professionals who want to reach the over-50 market. But is “over 50” actually a niche?
I don’t think so.
There are too many people over 50 to tie them all together in a sweeping generalization. In the United States alone, we’re talking 100 million people! And the populations are similar throughout the Western world, in countries like Canada, the United Kingdom and Australia.
But as an umbrella, it’s still useful – to me, to you, and to your clients and subscribers.
As long as you’re aware of the diversity under it -- the main differences among people in this demographic and decide which of those you want to service. Can you service all of them? Can you market to all of them with success?
I have identified four categories of over-50 fitness consumers, broadly speaking. Listen to this week’s episode for the full monty. Thanks.
Resources and Links
Prime Fit Content – Raise your profile as the over-50 fitness expert
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Gil Chan and Gene Preudhomme are married New Yorkers, both lawyers by training, one retired and the other counting the days.
Like a lot of people right around 60, they’re thinking about where they want to live in retirement.
But this couple did more than just think about it.
They created a podcast about their search, called Retire There with Gil and Gene. Each episode spotlights a retiree in a different location — from the predictable to the obscure, from the ordinary to the curious.
Florence, Italy, anyone?
How about Lake Worth, Florida?
Austin Texas — or Lisbon, Portugal
They’ve interviewed dozens of folks and gleaned a lot of insight into what people are looking for in a retirement destination.
Things like affordable homes and available healthcare, sure — but also physical activities, and access to nature, travel, and social opportunities.
It’s fun to think about an active retirement, and it was a blast talking to these two characters about the topic, too. And since retirement is central to optimal aging, I know you’ll get a lot out of it, too.
Resources and Links
Retire There Podcast
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Lawrence Kosick’s dad wanted an Apple watch for his 90th birthday. Lawrence, in his 50s, worried he’d be stuck with teaching his father how to use the device — and that reaction bothered him.
Lawrence ultimately decided his dad should have the watch, even if he, indeed, would have to set it up.
And that moment helped lead Larence and partners to create Get Set Up, an online learning platform that helps older people learn how to do all kinds of things on their own – from using tech devices to cooking, from enjoying travel more to improving their LinkedIn profiles. The online instructors are also over 50, all experts in their various fields, and that’s part of the Get Set Up secret. Its partners are another, ranging from health plan providers, health systems, governments, non-profits and community organizations.
Lawrence joins me this week to share how Get Set Up got set up for its 2019 launch, and how it’s teaching older people all around the world the skills to help them lead happier, healthier and more productive lives.
Resources and Links
Get Set Up
Lawrence Kosick on LinkedIn
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When I started writing in the fitness industry a few years ago, the Association of Fitness Studios was one of the first organizations I found.
I went to its conference, met its leader, Josh Leve and his father, the later Chuck Leve, and made countless connections that have served me ever since.
So many people in the industry can say the same thing about the organization, which has been rebranded as the fitness Business Association, and Chuck and his family.
Now, as we’re all getting back to normal more or less, I wanted to check in with Chuck and have him share how the FBA has changed, and not just in name.
The organization has gone all-virtual in its conferences, and they’re even having one this week, June 3-4 that you can sign up for for free at fbasucceed.com
A lot of people can relate to how Josh has led the FBA’s evolution, and I know you’ll get a lot out of our conversation. Enjoy.
Resources and Links
Fitness Business Association
Event registration
Josh Leve on LinkedIn
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Did you know that two-thirds of workers over 50 and almost 80 percent of the self-employed don’t plan to retire at 65? That’s according to a study in December 2020, but only 1 in 5 said the pandemic had delayed their exit from the daily workforce.
But the same survey found just 62 percent of us are focused on staying healthy so we can keep working.
And look, if you’re going to keep working, or if you’re looking for a job, then you need to stay in shape – with the strength, endurance, agility and social competence that’s required.
A new book aims to help us navigate today’s job market, “In Control at 50-Plus: How to Succeed in the New World of Work” by Kerry Hannon.
Hannon lays out why we’re working later in life nowadays, the challenges older workers face, and strategies for re-entering the workforce or finding a new job.
She joins this week’s episode of the Optimal Aging podcast to talk about all this and more.
Resources and Links
Kerry Hannon
‘In Control at 50+’ on Amazon
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Oliver Wendell Holmes famously said, “We don’t quit playing because we grow older; we grow older because we quit playing.”
But what does “fun” mean when we’re talking about fitness for people over 50?
It might mean perkiness among group fitness instructors for some folks. But I think it really means engagement – are you speaking to people in ways that are relevant? That indicate that you appreciate them as older individuals? That connect your values to your community?
Here are some great examples of how to go about it.
Resources and Links
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Natalia Karbasova is founder of the Fit Tech Summit and the Fit Tech Club, which helps promote knowledge about coming developments in fitness technology.
She spoke with us right after this year’s FIBO Global Fitness Summit in Cologne, Germany.
Natalia shares a lot of valuable information about exciting developments that should help people live better lives while also revitalizing the traditional fitness industry.
Exoskeletons, anyone? Plus AI, VR and more.
But most important of all, she says, is human empathy. Technology without people is meaningless.
I couldn’t agree more.
Resources and Links
Fit Tech Summit
Fite Tech Club
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Mark Fisher didn’t set out to become a personal trainer or to run a successful gym in New York.
He wanted to be an actor, and was making a pretty good go of things when he stumbled into personal training – mostly for his actor friends at the start.
But before long, things took off and he opened Mark Fisher Fitness near the theater district as a special place for folks who typically don’t like the gym. There’s a big emphasis on fun, goofiness, irreverence, and all the other zany aspects that appeal to some who appreciate a certain flair.
Mark wasn’t trying to be everything to everybody. He knew his target audience. He knew his community. And he used email content to develop his business. It’s been going strong for more than a decade now, serving lots of non-theatrical people as well as actors. Mark has also moved into business consulting and is a frequent speaker at conferences.
I found a ton of similarities between how Mark built his gym and how fitness pros helping people over 50 can do the same. And, in fact, after we set up this interview, Mark and Alloy Personal Fitness announced plans to open a new location in New Jersey sometime in the coming months – aimed at our over-50 market, like the other locations in Rick Mayo’s growing Alloy universe.
Mark’s a smart, fun guy, and I know you’ll get a lot out of hearing his success story. We’re going to dip into it right as he was finding his way as a trainer.
Highlights
3:25 -- Developing a niche
6:40 -- Good training plus madness and shenanigans
13:00 -- 'I want joy and confusion'
19:45 -- Know and serve your community
23:55 -- 'My desire to share information'
30:30 -- Email helpful information and you won't be annoying
Resources and Links
Mark Fisher Fitness
Business for Unicorns
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Chris Cooper is a veteran coach of fitness businesses. And he’s as much an evangelist for content as I am.
He says just 5 percent of the gyms he’s worked with consistently share content – through channels like Facebook, blogs, and email newsletters.
“Everybody has a platform. Everybody has amplifiers. Anybody can do it,” Chris says. “We’ve worked with over 2,000 gyms now, and I’d say that fewer than 100 have been good at consistently publishing media.”
Chris is a gym owner, author, and business mentor based in Ontario. He’s also been a writer and a CrossFit media director. And he is as prolific a writer and publisher as you will find in fitness.
He says gym owners are so overwhelmed by their businesses that they assume telling their own stories is the least important part of their job. We all know this is true.
But Chris says it’s one of the most important – and I couldn’t agree more.
Resources and Links
TwoBrainBusiness.com
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I have been all about Virtual Reality fitness lately. I got my own headset at Christmas, and another one right away for my 85-year-old mother after she expressed interest in mine. (That's us on Christmas morning, above.)
And I recently wrote an article for WebMD about the fitness applications of Virtual Reality, including the popular Supernatural apron the Oculus Quest 2 headset that has me and countless other people addicted to immersive workouts that are both fun and effective.
For that story, I interviewed a lot of people int heir 50s and 60s who picked up a VR headset out of curiosity and stuck with the fun workouts when they realized it was helping them lose weight and feel better.
Of course, VR is capable of so much more than that, including solutions for older people living in senior communities.
So I was really fired up to interview Kyle Rand, cofounder and CEO of Rendever, a VR platform that’s improving the aging process by bringing the outside world to seniors, combatting social isolation, improving mental health and memory, physical health and more.
This week on the Optimal Aging podcast, Kyle shares the powerful personal story that got him involved in helping seniors stay socially connected. He describes the growth of the Rendever platform and even peaks a bit into the future to see where this is all going.
I’m all in. You might be too after listening to this. Here’s my conversation with Kyle Rand of Rendever. LISTEN HERE.
Resources and Links
Rendever
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Imagine the doorbell ringing at your home one day. You wonder who could it be and go answer, only to find a scary-looking dude loading up your car to take it away. It’s being repossessed because you haven’t been making the payments. You had no idea things were this bad – and you still have to learn just how bad your financial situation is.
How bad is it?
Bad. Really, really bad.
That’s what happened to Billy Hofacker about 10 years ago. From that shocking moment, Billy learned he had accumulated a mountain of debt — and then he set about correcting his mistakes, learning from them — and now sharing his hard-won wisdom with other fitness business professionals.
Billy has two Total Body Boot Camp locations on Long Island, where the focus is on serving the slightly older market. And he has another business as Your Fitness Money Coach, which includes the podcast of that same name.
Billy’s story is riveting, and he shares it this week on the OPtimal Aging podcast – along with useful tips to help your manage your finances better and run your business more responsibly.
Here’s our conversation.
Resources and Links
Your Fitness Money Coach podcast
Billy on Instagram
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This week, I share the story of Bruce, a retired doctor who encountered some unwelcoming gyms before finding the right one.
It shows how important it is that you communicate to prospects and clients that you want their business.
Here are 7 steps to make sure you’re sending the right signals.
Resources and Links
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Prime Fit Content – The right marketing material to reach people over 50
The original “Nightmare Alley”
Supernatural Facebook Group
Eating the Rainbow
Pat Rigsby has been coaching fitness business owners for more than 15 years — after spending some time as a personal trainer and an earlier career as a college baseball coach.
Pat is an entrepreneur and author, as we’ll. But “Coach” is his favorite role, and today on the Optimal Aging podcast, Pat shares his coaching experiences and philosophy shaped on the ballfield, in the gym, and in coaching countless gym owners grow their businesses.
I love Pat’s nurturing approach, his depth of knowledge, and his insistence on communications, marketing and following up on prospects. Get this: Pat has sent an email to his followers every day for 16 years.
SIXTEEN YEARS.
Talk about consistency! Here’s my conversation with Coach Pat Rigsby.
Resources and Links
Pat Rigsby
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Amy Lang is one of my favorite people in fitness and wellbeing — and she’s a favorite of listeners of this podcast, too. More people downloaded my interview with Amy from 2020 than any other episode of the show.
It’s easy to see why. Amy has tons of experience and expertise, and she’s a font of knowledge and enthusiasm for anyone trying to reach the older market.
Plus — and this is amazing — she closed her successful gym in San Francisco to start an online coaching business right before the pandemic hit.
Since then, her Moxie Club has grown, and her own podcast — Happy and Healthy with Amy Lang — is doing great.
Amy joins me again on this week’s episode of the Optimal Aging podcast. We catch up on her success since our last interview — and we talk about Amy’s focus on building healthy habits that stick — a topic that’s particularly relevant this time of year, when people are struggling with their new year’s resolutions.
Resources and Links
Amy’s Moxie Club
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#10YearChallenge
Wordle
AirTable
Hey, did you hear that now is the time to stop marketing your business?
Yep – it’s January, after all. People are always tired of hearing about your business after the holidays. And then there’s the whole pandemic Omicron thing.
Best to just stay quiet for a while.
Right?
WRONG!
You should always be marketing your fitness, health and wellbeing business to people over 50. There is no bad time. There is no reason to stop or slow down. Marketing is a must-have, all the time, not a “nice to have” when things are a breeze.
So, with this in mind, I want to share 22 tips for communicating and promoting yourself in ’22 – my way of urging you to keep it up and to do it smartly, so you help more people, grow your business, and promote yourself as a leader in over-50 fitness and health. First, we’ll touch on the pandemic, then take a high-level look at your content marketing efforts, and also explore points you need to cover with your internal and community communications.
Resources and Links
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RuPaul’s Drag Race
https://www.lifepriority.com
Today’s guest was also my very FIRST guest when I started the podcast more than a year ago — Dr. Dan Ritchie of the Functional Aging Institute.
We spoke a few days before Christmas and thought it would be a good chance to look back on 2021 and pivot to looking forward to 2022.
But then Covid messed with everything yet again, wiping away any pretense of a clear demarcation line.
So, we punted and talked about that — how the ground keeps moving below our feet — and how we can all continue to cope, to serve, and to succeed. As always, Dan serves up plenty of great perspective and information.
Resources and Links
The Functional Aging Institute
The Functional Aging Summit
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We’ve all been told that laughter is the best medicine, and we probably have learned along the way that a good laugh really does make you feel better.
You might also know that laughter has legitimate health benefits, like lowering stress and high blood pressure, and improving mood.
That’s part of the reason we like to watch comedy movies and shows, right? Because we want something funny to make us laugh.
But what if I told you that you don’t actually need something funny to laugh — or to get the health benefits from it. You can literally fake it, no humor required. And if you do it right, you can get a great physical and mental workout while you’re at it.
Celeste Greene calls it “intentional laughter” and laughter yoga. And she’s here today on the Optimal Aging podcast to explain it all.
No, Celeste is not a comedian.
She is highly educated, informed, energetic and genuinely engaging — and I know you will enjoy hearing how she created her laughter yoga business and training.
Resources and Links
Celeste Greene Laughs – for events and corporate engagements
Laugh Active Training
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Rope-less Jump Rope
CrossFit Gets Into Healthcare
Can Virtual Reality Help Older Adults?
Ray Glier is a veteran sportswriter for some of the country’s leading newspapers, including The New York Times, The Washington Post and the Atlanta Journal-Constitution, where I had the pleasure of editing him and becoming his friend.
Now, Ray has branched out in the digital world, writing about older athletes in a newsletter he calls — yes, with a wink and a nod — GeezerJock.
I’ve also brought Ray on as a contributor to Prime Fit Content, where my subscribers are enjoying his contributions.
Ray knows how to find and tell amazing stories — sometimes about ordinary people, sometimes about special people, but always with an open heart, curiosity, and precision.
In a world where everybody’s a writer, Ray Glier is the real deal. And I’m delighted to share my recent conversation with him about sports, the compelling power of aging, and what makes a powerful story.
Resources and Links
Geezer Jock NewsletterRay Glier
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‘West Side Story’ trailerOrange TheoryYou Need a Budget app
Robert Linkul is the owner of TrainingTheOlderAdult.com, an online continued education provider for fitness professionals. Robert is an internationally known presenter on his teachings on resistance training strategies for the older adult with physical limitations or a decreased quality of life.
Robert earned his master’s degree in sports science with an emphasis in personal training, was the NSCA's 2012 Personal Trainer of the Year award winner and a 2017 NSCA Fellowship inductee.
Robert formerly owned Be STRONGER Fitness, a personal training studio for older adults in Sacramento, California. He had to close it during the pandemic, and that difficult decision is just one of the powerful moments he shares on this week’s episode of the Optimal aging podcast.
We also share personal stories about struggles with our own parents about their health habits, the dangers of sarcopenia, and lots more of interest to anyone out there interested in fitness over 50. This is a good one. Enjoy.
Resources and Links
Training the Older Adult
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No Kid Hungry
Carole King
Eric Tepper is a veteran of the fitness industry, with more than 25 years in business development, operations, cost management and more. He’s currently director of sales at the Chicago Athletic Clubs.
But it’s a different project that has brought him onto this week’s episode of the Optimal Aging podcast. Eric is developing GenStrong Fitness to meet the growing needs of the over-50 demographic. He sees GenStrong’s first location opening in 2022, with more to come in a franchise and licensing system to be rolled out later.
Eric’s philosophy about serving this market is spot on. He sees it as a huge business opportunity — and we know that from the numbers. But he also has his heart in it, wanting to help mature adults stay healthy and strong so they can live the lives they want to enjoy for as long as possible.
This seems to be a growing trend in the industry, and I am here for it. I know you’ll enjoy hearing how Eric is creating GenStrong for a bright future.
Resources and Links
Eric Tepper on LinkedIn
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Motivational Water Bottle
Burt’s Bees
GoDonut Phone Stand
Tripp Keister is a former professional baseball player who’s now a coach and manager for the Washington Nationals, the 2019 Series champions.
We spoke just a few days after my hometown Atlanta Braves won this year’s Series. Tripp was happy for his friends at the Braves, of course, and a delight to talk with – even if you’re not a baseball geek.
I invited him onto the podcast because, at 51, Tripp remains in excellent shape – and he’s dedicated to exercise, eating right, sleeping well… in short, everything fitness and health professionals preach to their clients. Here’s a former elite athlete who’s still at it every day – of course, with different motivations and methods than he had in, say, his 20s. But Tripp’s devotion to healthy living is impressive.
Resources and Links
Bombas socks
The Celebration Roast from Field Roast
The Grump Tree
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Susan Puckett is an award-winning food journalist and cookbook author — and a friend and former colleague from my newspaper days at the Atlanta Journal-Constitution. She has begun contributing recipes for my Prime Fit Content subscribers to share with their prospects and clients.
She has written or co-written numerous books, including “Turnip Green and Tortillas: A Mexican Chef Spices Up the Southern Kitchen,” and “The Deep End of Flavor: Recipes and Stories from New Orleans’ Premier Seafood Chef.”
Susan was always one of my favorite people at the paper, and it’s been a delight talking with her again lately. She has taught me so much about food and cooking, probably without even realizing it. I know you’ll enjoy getting to know her here.
Resources and Links
Susan Puckett website
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NPR on Julia “The Hurricane” Hawkins
Soylent
Julian Barnes is the co-founder and CEO of Boutique Fitness Solutions. The New York-based company educates and connects people in boutique fitness through training, workshops, sharing business methods, and providing thought leadership.
Julian also is the COO of the MELT Method, and advises leaders in the fitness industry.
I love what he shares with us about how the fitness industry must be “evangelical” in promoting the benefits of exercise and healthy living. You’ve got to get out there in your community, network, promote, educate, and tell your story, over and over. He has some great suggestions for how studios can do that — and how studio owners should be thinking about the great opportunity presented by the pandemic.
Key Moments
5:28 -- What can I do today that will benefit my business -- and what can I do in 2 weeks?
8:00 -- The three biggest challenges studios face right now
14:30 -- Diversify in your hiring to solve staffing shortages
19:00 -- Churches, neighborhood associations, and other places to find business
27:45 -- Go find your audience
33:00 -- The word for the day is ‘evangelical’
34:45 -- Three Things I Like This Week: weighted blankets, diabetes awareness, gratitude
Resources and Links
Julian Barnes on LinkedIn
Boutique Fitness Solutions
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Diabetes Awareness Month
10 Ways to Become More Grateful
Just in time for my 58th birthday this week, I’m sharing 5 tips to build your email list and 8 hacks for making sure you’re sending good stuff.
I talk to fitness professionals all the time who say they don’t want to send emails because spam is so annoying…. Or because they would never buy anything from email, so why would anyone else…
But email remains essential to growing your small business. It’s highly effective, even if you think EVERYBODY hates getting email. (They don’t.) It’s super-cheap. And, best of all, you own your email list – unlike your contacts on social media.
The money’s in the list, but a good email list isn’t just about numbers. You want targeted customers who are likely to engage with you and your business. The main purpose of an email list is to grow leads and nurture them into customers – and to maintain engagement with current members and clients.
Enjoy!
Resources & Links
Prime Fit Content
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World Series
Halloween Decorations
There’s a cute reason why Orange Shoe Fitness has its name, and the company is smart to repeat it. See ,the founder was a pharmaceutical rep who always wore his favorite pair of bright orange shoes. Said they made him
feel confident. Probably also gave his prospects and clients something to remember him by, right?
One day, Josh Martin realized something important about the medicine he was selling. It was used to help people feel better after they’d become sick. What if he could do something to prevent disease to start with?
From that, Orange Shoe began, back in 2004, and now its leaders, Scott and Katie Michel, are part of a growing chain that recently opened its 11th midwestern location, this one in Chicago.
Scott Michel joins the Optimal Aging podcast this week, and I love his take on keeping fitness fun, building relationships, and nurturing a positive environment for everyone.
“It’s a people business before it’s a pushup business,” he says.
Indeed it is.
Resources and Links
Orange Shoe
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Functional Aging Summit
What to Learn from the Facebook Outage
‘No Time to Die’
Don Moxley was a wrestling champion at Ohio State University in the 1980s, the same time I was in college at Colorado State University.
Now, he works in the biohacking industry -- including the commercial use of cannabis products to improve athletic performance and recovery.
And I can’t help but wonder at how far we’ve all come since the old days in the dorms, when pot was illegal and -- compared to today’s powerful stuff -- pretty mild.
Hemp and CBD products are legal in all 50 states under the 2018 Farm Bill. Some states even allow products that contain THC, which is more powerful than the common CBD found in lotions, tinctures, and other products.
A Forbes article explains, “Hemp and marijuana are both cannabis, but the distinction is a matter of law, not botany. Marijuana (illegal) has more than 0.3 percent THC by dry weight, according to the 2018 Farm Bill; hemp (legal) has 0.3 percent or less. More to the point: Marijuana and THC get you high. Hemp and CBD do not.”
Don’s a consultant with Oregon-based Mendi, which sells CBD products, and he is director of applied science and brand development at Longevity Labs, Inc.
Don explains the benefits of cannabis for active adults -- how it can help with pain management, anxiety, inflammation and more. It’s a still-evolving story, with different rules among the states. But cannabis is definitely a growing part of helping active agers enjoy physical activity now and in the future. Enjoy my conversation with Don.
Links & Resources
Don Moxley on LinkedIn
The Mendi Co.
ProjectCBD.org
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Dream CBD powder
Breast Cancer Awareness Month
'Survivor'
Menopause is a part of life for half of all people everywhere, but it’s not discussed much in general — let alone in the context of staying fit and healthy to enjoy a high quality of life for as long as possible.
This week’s guest on the Optimal Aging podcast is all about raising awareness and informing women about how to make the most of menopause. Selene Yeager is a trainer, nutrition coach, journalist and competitive endurance athlete. And she hosts a podcast called Press Play Not Pause as part of the Feisty Menopause movement she’s leading.
I love Selene’s approach to talking about all of this. I learned SO MUCH, and I know you will too.
Links & Resources
Selene Yeager
Hit Play Not Pause podcast
Naamly -- Support our advertiser, who helps you keep in touch with your members
“Essentialism” book
Eat Me Guilt Free
Colon Health Information
What should you be doing now with your content marketing to establish yourself as an expert on fitness over 50?
We’re joined this week by content marketing expert Ann Gynn, who shares insights and tips relevant to gyms, studios, and other small businesses.
Ann points out that you already have a business RICH in stories. What could be more compelling than helping people live their best lives? Especially when it’s a segment of society that’s often neglected?
Links & Resources
The Tilt
Content Marketing Institute
Ann Gynn on LinkedIn
Naamly -- Support our advertiser, who helps you keep in touch with your members
Angelique Miles on Instagram
The Tweet 100
Can you look back on your life and see a moment when everything changed for you?
When you suddenly had to decide which way to go, what to do… how to even proceed?
This week’s guest on the Optimal Aging podcast was just 31 when she received frightening medical news: she was diagnosed with a disease that could lead to crippling rheumatoid arthritis — as it had for her beloved grandmother.
From that moment, Christine Conti began a journey that led to dedicating her life to fitness for herself and for others. Christine is now a veteran trainer, co-host of a podcast Called Two Fit Crazies and a Microphone, author of medical-fitness courses, and now — in January — the author of a book titled appropriately “Split-Second Courage: What If Your Fears Were the Key to Your Dreams?”
Resources
ContiFit.com
Christine on LinkedIn
Naamly -- Support our advertiser, who helps you keep in touch with your members
Rollga Foam Rollers
National Recovery Month on SAMHSA.org
Abba
Everybody’s on social media, sending emails, putting videos on YouTube and all — and that’s great. It’s how we get our word out about healthy living after 50. But I love sharing stories about people who find fresh ways to grow their audience and business , and that’s what this week’s guest represents.
Holly Kouvo of Massachusetts has been in fitness for 20 years. She has a robust presence on social media, regularly sends out emails, posts videos on YouTube, and even speaks at conferences. But Holly doesn’t stop there. She has managed to build an empire that includes a TV show that can reach 2 million people in 30 states. It’s Called “Get Healthy with Holly,” and she produces it in a local station, then lets other local-access stations download it and play it for audiences.
It’s a great way to grow her brand, presence, and virtual training business. Listen to learn how she does it.
Holly’s Fitting Fitness In
Her TV show
Naamly -- Support our advertiser, who helps you keep in touch with your members
Healthy Aging Month
Health Benefits of Berries on WebMD
Grow the Show podcast
Like many of you, I’m intrigued by the growing merger of the healthcare and fitness industries. I wonder where it could take us as a society — and if it could lead to systemic support for millions more people to exercise and eat right. You know, particularly among older people, the word of medical professionals carries great sway — even when fitness professionals strongly disagree.
How many times have you heard a prospect or client say he can’t do something because his doctor told him that he’s too old for weightlifting, running, exertion of any kind…?
My guest this week is a nurse, a personal trainer and functional aging specialist who represents a growing number of “nurse coaches” who seek to help integrate healthcare and fitness.
Nicole Vienneau is on the faculty of the International Nurse Coach Association’s Integrative Nurse coach Academy. She also owns Blue Monarch Health, bringing fitness training to people over 50 in Washington state. Dementia prevention is a major focus of her work.
Nicole’s spirit and enthusiasm are infectious, and I love the angle she represents on this topic. Enjoy our conversation.
Time Index
7:45 -- Suffering and death -- and 'a small amount of healing'
11:20 -- How 'nurse coaches' emerged
18:50 -- 'This is not a typical gym'
25:45 -- How she reaches older women -- and overcomes their barriers to fitness
34:30 -- Going where the communities already exist
44:30 -- Older people want to remain active
49:55 -- Three Things I Like This Week
Resources and Links
Integrative Nurse Coach Academy
Her page there
Blue Monarch Health
Naamly -- Support our advertiser, who helps you keep in touch with your members
The ‘Respect’ movie site
Report on ‘Middle-Age Spread’
World Alzheimer’s Month
Are you nervous about retirement? If you’re already there, are you enjoying yourself?
As much as we might want to focus just on exercise and diet, finances are a big part of our overall wellbeing, too. And for many people over 50, the thought of retiring can be stressful. Even if they have done what they need to, they still wonder — will it be enough? Will I be able to live how I want to live? Am I in good shape?
It sounds a lot like the conversations we have with ourselves and clients about exercise, doesn’t it?
That’s not the only similarity. Financial fitness comes from making decisions based on values, sticking with them in general but being open to modifications, and remaining consistent over time.
How many trainers have given similar advice to new fitness clients?
I want to talk about financial fitness here from time to time And I thought a good way to start would be with a financial planner. Murs Tariq is partner at Peace of Mind Wealth Management In Raleigh, North Carolina, and co-host of the Secure your Retirement podcast.
We cover a lot of ground — on common fears, smart strategies, and concerns you might have as an entrepreneur about topics like succession planning. I hope you’ll find it thought provoking — and if you don’t have a retirement plan or someone to help you make one, there’s never a better time to start than now.
Time Index
4:50 -- Working and retirement have changed over the years
13:00 -- Nobody's going to do it for you
22:00 -- The lingering fears
38:00 -- Small businesses, succession planning, and unexpected turns
43:55 -- Three Things I Like This Week
Resources and Links
Murs Tariq at Peace of Mind Wealth Management
Naamly -- Support our advertiser, who helps you keep in touch with your members
Christopher Meloni, Men’s Health
OptometryTimes.com
Tim Lyons is a fitness entrepreneur on the move. He opened his own gym in Scottsdale, Arizona, then started coaching other gym owners on how to succeed. He wrote a book called Good to Grow and hosts a podcast with the same name. And, as if all that’s not enough, he’s a frequent speaker at conferences and even produces his own Growth Summits, including one that’s coming up this fall in Nashville.
I’ve known Tim for a couple of years now, and I’m always struck by how helpful and open he is. I know this graciousness is part of the reason for his success, too.
But I’d never spent a great deal of time talking with him, or learning his story — how a former football player, and still a devoted fan, discovered his marketing talents and parlayed them into this array of business enterprises. He also knows the value of the over-50 demographic, which we discuss — as well as the importance of content that speaks effectively to them.
Sometimes I hear from young men who want to learn to write better and to promote their own personal brand. I’m always happy to help. And Tim Lyons is someone who’s done it. Here’s my talk with Tim.
Timed Highlights
5:10 -- Finding the right business model for his gym
9:00 -- You grow when you surround yourself with the right people
14:00 -- You can always make money, but time slips away
17:00 -- Why would anyone want to listen to me?
20:40 -- Why systems are so important
26:50 -- If you don't communicate, what do you expect to happen?
35:25 -- Addressing the "older" market
49:30 -- Three Things I Like This Week
Tim Lyons Website
FitPro Growth Summit
Naamly -- Support our advertiser, who helps you keep in touch with your members
OrderYourLife.com
Spelling Bee
The Criterion Channel
Three fitness leaders have combined forces on an innovative approach to fitness for people over 50. Former industry executive Martin Pazzani and former owners of multiple Anytime Fitness locations John Spence and Michael Gelfgot are now on the verge of opening the first Act!vate Brain & Body in Cincinnati this fall. It will be the debut facility in the country that trains brain health and physical health at the same time, using science-backed techniques to fight off cognitive decline. They intend to scale it up in other cities, too.
They couldn’t be arriving at a better time, as more and more people live longer and dementia rates go up accordingly.
But while Alzheimer’s and other dreaded affiliations are most often associated with age, they are not inevitable byproducts of time, says the team behind Act!vate. And Alzheimer’s organizations and medical professionals agree that lifestyle factors -- including exercise -- can play a role in minimizing the chances of getting it.
The Act!vat setup is unique, combining novel resistance training, cardio workouts, and brain games all under one roof, in an instructor-led small group. The target age is 45 and up. It’s designed to promote cognitive health, clear thinking, better memory and sleep, and more aspects of brain health that can become incapacitating later in life.
This is really interesting stuff, and I’m excited to bring you my chat with Martin and John. I have a feeling we’ll all be hearing a lot more about this as time goes on.
Links and Resources
Act!vate Brain & Body
Naamly -- Support our advertiser, who helps you keep in touch with your members
New York Times article on older golfers
“The Devil’s Candy” podcast
Catalina Crunch snack mix
I’ve never liked the whole “dad bod” thing… I mean, of course, a lot of mature men are soft around the middle and don’t have much muscle tone. They shouldn’t be shamed for it -- but they shouldn’t exactly be praised for it, either -- right?
Many of them don’t want to be. They’re willing to pay you to get them in shape, and the post-pandemic online-training market has blown the whole world open to trainers like Mike Warren of Perth, Australia.
He’s doing a booming business Down Under, serving mature men all over the world. He’s one of many, and the market is growing. Learn from Mike about his marketing approach, content, and attitude with his clients. Let me know what you think of his (perhaps) unorthodox approach.
Time Index
6:27 -- A 12-week coaching program that focuses on food, sleep, movement and mindset
12:33 -- 'I'm a tough-love advocate'
14:30 -- When did recovery become so important?
18:00 -- You can't go back in time to get fit later in life
23:35 -- Beware the shiny toy bucket
24:57 -- Sleep is the primary polar
32:22 -- Communicating with your 'key stakeholders'
47:15 -- Three Things I Like This Week: Americans are returning to the gym; a healthy snack; an awesome look back at 1969
Links and Resources
Ditch the Dad Bod with Mike Warren
Naamly -- Support our advertiser, who helps you keep in touch with your members
Report finds Americans are heading back to the gym
Keto Cups Evolved Chocolate
‘Summer of Soul’ trailer
Let's talk about time and money.
We all get the same 24 hours in a day, but some people insist they just don’t have time to exercise. It’s the No. 1 excuse, isn’t it? Right up there with “I can’t afford it.”
Luckily, the over-50 demographic has more time and money, generally, than younger people do. But the objections persist -- so you need to know how to address them.
Highlights:
2:50 -- A breakdown of how people spend time
5:30 -- It's your job to connect with prospects
9:10 -- What are their values, fears, and disappointments?
10:20 -- How much we spend monthly on coffee, hair, TV and more
15:10 -- Focus on people who can afford your pricing
16:05 -- Three Things I Like This Week
Plus:
Support our sponsors:
- Naamly
- Prime Fit Content
Three Things I Like This Week -- Special Books Edition:
- “The Plant-Based Athlete”
- “The Secret to Superhuman Strength”
- “Brain Health”
Have you played the role of fitness consumer lately? It might be an eye-opening experience. Just do a quick Google search on gyms and studios in your area, and see what you find on all the websites that pop up. What kind of messages come through the words and images?
I did this recently while out of town and looking for a gym to use for the day. And it was helpful to be reminded of what a gym consumer goes through when looking for a gym or studio in his or her hometown.
How do they find a place that’s right for them?
How do you – as a fitness business targeting the over-50 market – make it clear that you want their business? That you have what they need? That you’re the right one for them?
Here are 10 simple tips to guide you through the process and supercharge your content marketing so that the right people know you’re the right spot for them.
Highlights
3:15 -- How do over-50 fitness consumers know you’re the right one?
4:10 -- 10 tips to super-charge your content
10:00 -- How and why to use the right photos
15:15 -- How to fill up your gym during the middle of the workday
18:45 -- Promote your relevant special certifications and training
21:45 -- Three Things I Like This Week
Resources
Prime Fit Content
Naamly
Alloy Personal Training Franchise
Functional Aging Institute
Age of Majority agency
Content Marketing Institute
I met Sumit Seth a couple of years ago at a fitness conference, and we sort of immediately connected because we were two of the few participants who are not actually gym owners or trainers. We were both there to network, to learn, and to promote our new ventures — my Prime Fit Content and his Naamly, a web-based platform that helps fit pros connect with their clients and improve retention.
Since then I’m glad to say that we’ve stayed in touch and that we’ve both found our footing and a lot of supporters in the industry.
In fact, we both spoke last weekend at the virtual Functional Aging Summit, sponsored by the Functional Aging Institute. You’ll hear us talk about it briefly in this episode of the Optimal Aging podcast, which was recorded a couple of weeks before the event.
Naamly helps gym owners systematize and simplify their operations by centralizing member data and communications, so gym owners can increase their customer lifetime value, improve staff efficiencies, and eliminate their stress.
I’m happy to say Naamly is a sponsor of this podcast, and I want to point out that Naamly makes it easier than ever to keep your active aging clients engaged & excited about being a part of your business.
Highlights
3:45 -- Happy to be seeing faces again
6:30 -- The journey to learn more
8:25 -- Sumit’s successes before fitness
10:40 -- ‘If I do this, I’ll die young’
13:30 -- ‘How we could help gym owners succeed’
19:40 -- Customers crave recognition
24:15 -- The peril of ignoring retention
29:14 -- The story behind the name
38:00 -- Three Things I Like This Week
Links
Naamly
‘In the Heights’ trailer
PFLAG
Jim Adams is the owner of Catalyst Strength and Functional Nutrition in St. Louis — and the author of a brand-new book, “Masters in Fitness Business.” It’s a companion piece to his podcast of the same name and, I’m glad to report, it’s really good. Jim’s a thoughtful interviewer and he presents his guests in a warm light that’s beneficial to the audience. Believe me, that’s not as easy as it might seem, in a podcast or in print.
Jim also fills us in about a new venture for online learning in the fitness business — and we even discuss books and authors a bit, something I love to do any time.
Time Highlights
7:08 -- He used pandemic down time to start
11:15 -- From a bunch of podcast episodes to a book
16:30 -- Fit University is like 'an Amazon for the fitness business courses'
30:30 -- Dialing in your business to a specific demographic
35:25 -- A stronger team emerged from the pandemic
40:15 -- Shifting to the 'older' population
43:15 -- 'Authors for $400, Alex!'
48:10 -- Three Things I Like This Week (Special Vacation Edition)
Get Jim’s book on Amazon
His podcast
Catalyst Strength and Functional Nutrition
Naamly -- Support our advertiser, who helps you keep in touch with your members
National Parks Service
A guide to Mid-Century Modern Architecture
Urban Poling video
Sometimes you find yourself at a perfect moment to look back on the recent past and also look ahead to what might be just around the corner.
Andwe’re all at such a point right now, aren’t we — here at the end of pandemic.
So I want to share a recording of a roundtable discussion on the topic that I was asked to join last week, hosted by Dr. Dan Ritchie of the Functional Aging Institute. It’s me and three diverse experts from various angles of the fitness over 50 world:
- Dr. Emily Splichal, a podiatrist, movement specialist and founder of Naboso Technology in Phoenix
- Paul Holbrook of Age Performance Studio in Salt Lake City
- Dianne Bailey of Conditioning Classroom and Open the Door to Tai Chi in Denver
I’ll be speaking at FAI’s Functional Aging Summit next month. Be sure to sign up in advance for tons of great speakers. Here’s the link.
Episode Highlights5:15 -- The industry is an essential service
8:15 -- Being more present in the moment
13:00 -- A necessary shift in focus
17:30 -- We are all entrepreneurs and need the power to pivot
21:00 -- People are now more interested in taking are of themselves
25:30 -- Getting back to pre-pandemic numbers
29:00 -- This is a unique moment, right now
36:20 -- A resurgence in demand for the in-person experience
39:55 -- Three Things I Like This Week: an outdoor map app; resuming air travel; The Murph Challenge
The Functional Aging Institute
Naamly -- Support our advertiser, who helps you keep in touch with your members
The ONX Mapping App
The Murph Challenge
Bruce and Mindy Mylrea are living the life that many couples in their 60s want. They closed up the house in California, live full-time in a motor home and travel the country.
That mobile home is decked out with pictures of the pair and lots of fruits and vegetables, with their website, OneDaytoWellness.org, and their slogan, Take Control of Your Health Now.
The high-energy pair are full of enthusiasm and information, and it’s a pleasure to share some of that with you.
Time highlights
2:15 -- Where in the world are Bruce and Mindy?
3:30 -- Moving full-time into the RV
6:30 -- Eating better while you're eating out
9:45 -- How they started this journey
15:40 -- 'Leaning to the Green' education
19:20 -- Helping people over 50 overcome resistance
23:00 -- Simple steps and recipes to enjoy plant-based eating
24:25 -- Three Things I Like This Week: The Go-Go's get a hand; Tabata; Brazilian flip-flops
Links
Bruce and Mindy Mylrea, One Day to Wellness
Naamly -- Support our advertiser, who helps you keep in touch with your members
“Our Lips Are Sealed” video by the Go-Go’s
10 Tabata workouts for beginners on Pinterest
Havaianas flip-flops
Lawrence Biscontini is many things in the fitness world. He is a Mindful Movement Specialist. He is a philanthropist, speaker, and course development specialist for organizations including ACE, AFAA and NASM. He teaches yoga, runs fun FitCamps in Puerto Rico, and has written more than a dozen books.
Plus — like me — he’s a big fan of "Ru Paul’s Drag Race."
He even points out during our interview the many similarities between personal trainers and drag queens, and how he works with both to improve their businesses.
It’s all about doing a few things differently!
Lawrence shares uplifting points of view and insight from his decades of experience. I know you’ll enjoy spending this time with him.
Key Moments6:30 -- 'Did this happen TO me or FOR me?'
8:45 -- Staying afloat and practicing self-care
10:20 -- Embracing active aging and wellness later in life
15:00 -- The 5 different kinds of aging
16:40 -- 'Chronologically enriched'
19:20 -- Why he is so active on social media
26:30 -- Lessons from "Ru Paul's Drag Race"
31:00 -- Maximize moving, minimize time
34:20 -- Three Things I Like This Week -- Avocado ice cream, workout apps, Will Smith
Links
Lawrence Biscontini / TheBigDeal
Naamly -- Support our advertiser, who helps you keep in touch with your members
Cado Ice Cream
Smart WOD app
List of other smartphone timer apps
Will Smith’s Instagram post
When David-Dorian Ross was in his early 20s, he had a brief, intense experience that changed his life.
It was during his first session of tai chi, and the way he describes it is how others recall a profound religious experience.
"It was a gift," David-Dorian says now. "I had this knowledge, this certainty, like a memory of the future that I would do tai chi for the rest of my life and that I would someday be a famous teacher."
And, indeed, all that came to pass.
David-Dorian has been teaching Tai Chi since 1979, focusing on making Tai Chi more accessible to all and has been a record-holding competitive martial artist.
He created his own tai chi method, called taijifit, and he teaches and certifies instructors at taijifit.net. He is also the national network manager of Tai Chi and yoga instructors for the Veterans Affairs Community Care Network - providing free Tai Chi and Yoga classes to our nation's military veterans. David-Dorian served in the Navy from 1975-1980.
In this episode, David-Dorian shares powerful perspective about tai chi, his outreach with veterans and Baby Boomers, and lots more I know you'll enjoy.
Key Moments:
5:50 -- His first tai chi session, when "all of a sudden, everything changed"
12:25 -- Tai chi as part of holistic health
18:00 -- 'The job I was sent her to do' -- working with veterans
25:10 -- How to find tai chi instructors for vets
29:10 -- Tai chi as fall prevention
34:50 -- Incorporating tai chi into your fitness business
43:40 -- What's wrong with the fitness industry
49:50 -- Three Things I Like This Week: Laughter Yoga, Everyday Mindfulness, 1-800-FLOWERS
Links
David-Dorian Ross
Taijifit.net
Naamly : Support our advertiser, and keep your clients engaged
Everyday Mindfulness on Twitter
LaughterYoga.org
CelesteGreeneLaughs.
Some people over 50 like to go to the gym so they can do well in the gym -- and that’s great.
But others want to train so they can enjoy something outdoors.
And that’s the specialty of Renae McCloud, a TRX instructor in Seattle who gets her Baby Boomer (ish) clients ready for demanding, fun outdoor adventures.
I met Renae after I wrote about an Atlanta man who celebrated his 75th birthday by running his first Spartan obstacle course. I had no idea trainers could specialize in helping older adults prepare for these kinds of challenges.
Learn how she did it, how she incorporates it into her TRX-based studio training, and the powerful joy she sees radiated from her clients as they cross the finish line. Now, this episode is NOT about Spartan races, per se. If you want to think outside the box, bust some stereotypes, and learn how to expand your business in a fresh way, then you’ll want to hear what Renae has to say.
Key Moments5:00 -- Ranae's outdoor training
6:00 -- Her "sweet spot" is Boomers
8:30 -- How she got started with Spartan training
13:30 -- Adding mountain biking
16:15 -- "I found the passion for the Boomers"
20:10 -- Strength training is important, particularly for women / TRX yoga
32:20 -- How she trains people for outdoor activities
40:08 -- I'm a little scared of Spartan races
43:38 -- Training to enjoy life
45:00 -- Three Things I Like This Week -- Apple AirTags, Changing Priorities, "The Father" LinksMcCloud FitnessRenae on InstagramSpartanTRX
Naamly -- Support our advertiser
Apple Air Tag Man’s new “Rules for Living” after a heart attack“The Father” movie
Too often in the digital age, we overlook traditional media in our marketing plans. But getting an article in the local paper or a segment on local TV or radio can still provide powerful exposure for your fitness business -- particularly if you’re appealing to an older market.
After decades in the media, as a reporter and editor, I want to share how you can stir up interest among your local media -- and other marketing tips to help you be prepared for the post-pandemic opportunities that are unfolding right now.
Is your website clear and useful?
Are you communicating to prospects via email newsletters that are NOT just spam?
Are you re-emerging “in real life” in your community to grow your referral network and presence?
Listen to this week’s episode for useful information you can use now. Key Moments4:05 -- What makes something newsworthy; how to approach reporters
6:10 -- An example of pitching a story and getting coverage
8:30 -- Your post-pandemic marketing checklist
12:00 -- Facebook, newsletters, phone calls, cleaning protocols
13:48 -- Three Things I Like This Week -- alternative milk, vegan deli, 1970s book
Links
Prime Fit Content The 5 Types of Content Your Fitness Business Needs
Naamly -- Support our advertiser
Silk Ultra Plant-Based MilkThe BE-Hive vegan deli“Rock Me on the Water” book
A lot of fitness entrepreneurs are trying to do what Sue Hitzmann has already done. She created a thriving brand, wrote a best-selling book, and helps people all over the world live better, more healthy lives.
So, I’m delighted to have Sue as my guest this week on the Optimal Aging podcast.
Sue is the creator of the MELT Method, a gentle, self-care system to treat pain and reverse the signs of aging.
Sue’s MELT journey began at 26, when -- amid a thriving fitness career – she began experiencing debilitating foot pain. Nothing seemed to help until she began researching how to take care of the problem herself. She found the answer was in her body’s fascia, or connective tissue. A series of light-touch exercises hydrated her connective tissue and healed her pain. From that the MELT method was born. The best-selling book and business followed. She now has some 2,000 MELT-certified instructors across the country, generally working with a slightly older demographic.
ALSO: I'm very excited to welcome our first advertiser, Naamly, a multifaceted communication tool that helps your members stay longer & pay longer, giving you the power to turn a new member into a lifelong customer.
Key Moments
5:30 -- She started in fitness at 16; the pain began in her 20s
9:50 -- What is fascia?
13:30 -- What does MELT mean?
16:55 -- Working with "older adults" and why we should be more "proactive" about pain
19:57 -- I hate foam rollers (MELT is better)
27:26 -- The power of rapport in communications
33:56 -- Sales conversations: What, why and how
36:35 -- "I'm a question asker... That's how you connect with people"
39:40 -- "People need us now more than ever"
41:39 -- Three Things I Like This Week -- Boxing vs. Parkinson's, Target, Travel Tips
LinksThe MELT Method
Sue’s book and tools on Amazon
Sue on LinkedIn
Naamly -- Support our advertiser
Rock Steady Boxing
Target
AARP’s travel page
Where are we in the fight against the pandemic?
It seems like things are improving, doesn’t it?
This week, I invited three fitness professionals from around the country onto the Optimal Aging podcast to discuss this particular moment in time — from their own perspectives — just for a quick pulse-check.
Two are longtime owners of successful fitness facilities that cater to the over-50 market - Detric Smith of Results Performance Training in Virginia; and Aimee Sinopoli of Cutting Edge Fitness Center in Massachusetts. The third is a business coach for gyms all across America, Justin Hanover of Fitness Revolution.
They’re seeing people coming back — including those in the"older" demographic. And, in our conversation, they share the challenges and successes they’re facing now as they continue to adapt, communicate and thrive.
Key Moments
4:20 -- How their businesses are doing right now
9:30 -- Changing their communications to keep people updated
14:00 -- 'Now is not the time to ease up on the gas... There's a lot of opportunity'
21:20 -- Being aggressive on more than just re-engaging current clients
23:10 -- You have to share your information
30:25 -- Creating other revenue streams within your business
39:15 -- 'The amount of Lysol I've been inhaling is insane'
41:47 -- Three Things I Like This Week: SNL skit, "Hooked" on junk food, National Poetry Month
Links
Detric Smith, Results Performance Training
Aimee Sinopoli, Cutting Edge Fitness Center
Justin Hanover, Fitness Revolution
SNL’s “Boomers Got the Vax” skit
“Hooked” by Michael Moss
National Poetry Month
A lot of fitness entrepreneurs struggle with service offerings and pricing plans. For many, emotional intelligence can help them unlock the challenges of doing so successfully.
It’s a powerful idea, and this week, fitness entrepreneur and speaker Lindsay Vastola shares her story -- and how you can apply emotional intelligence to grow your own fitness, health and wellbeing business.
How much are you worth? What motivates prospects to buy? And clients to renew?
It’s more about emotions than logic, Lindsay says. Learn more about what she means, and how it can benefit you.
Lindsay on LinkedIn
Lindsay’s 8-Week Body Project
Emotional Intelligence book
Theragun
AcuZone Cupping Set
Indoor Air Perfection
The Oscar nominations
We seem to be coming out of the worst of the pandemic… and we could be on the verge of a breakthrough — for your individual business and for fitness over 50 in general. We just have to be attuned to it and focused on seizing the moment.
So, this is a great time to talk with Colin Milner, who is the CEO of the International Council on Active Aging. Colin has worked with The World Health Organization, the US and Canadiaian governments, and Fortune 500 companies around the world.
Colin has built ICAA into a network in dozens of countries that includes 10,000 organizations catering to the health and wellbeing of older adults. We’re talking about retirement communities with fitness clubs; government agencies working with for-profit organizations; wellness professionals with university scholars.
Colin and I cover a lot of ground, and I know you’ll enjoy it — including his take on the “tipping point” that’s coming in the fight against the pandemic and this singular moment to help communities come out of it.
ICAA
Colin Milner on LinkedIn Colin's podcast
CDC on Coronavirus
Wild Alaskan Company
Points of Light
Dr. Evan Osar began his career as a personal trainer even before he became a chiropractor. Since then, healso has founded the Institute for Integrative Health and Fitness Education in Chicago, and become an author and a public speaker.
Evan believes that fitness professionals are the solution to the health care crisis facing older adults, and he developed the Integrative Movement System to improve posture, breathing and movement and to help health professionals identify and treat client issues.
In this episode, he also shares powerful insight to help fitness and healthcare professionals market themselves in three specific ways – using customer testimonials, building a network for referrals, and realizing you’re not right for everyone.
Good stuff. Enjoy!
Resources
Institute for Integrative Health and Fitness Education
Dr. Evan Osar books
On the MedFit Network
On LinkedIn
‘The Code Breaker’ on Amazon.com
MyHeritage.com
Death Wish Coffee
A year ago, were you anticipating a crisis to hit your business? You couldn’t have expected what happened, of course -- a pandemic messing up everything, including your business and the fitness of people everywhere.
We all learned the hard way. But Covid-19 will not be the only crisis to affect your business, unfortunately. And as part of your preparations, you need to create a crisis communications plan now.
Because something else will happen. Something always does. Whether it’s a rogue employee, a natural disaster, or a local utility mishap, all kinds of emergencies can affect your business. Customers, employees and others will need your leadership and communications.
Cindy Miller is a veteran communications consultant, PR agency owner, and former newspaper editor in metro Atlanta. Her agency, Cindy Miller Communications in Marietta, Georgia, specializes in helping businesses prepare for trouble.
On this episode of the Optimal Aging podcast, Cindy shares her insight into crisis communications and, at the end of the conversation, she directs you to a powerful (and free) online resource to help get you started.
Plus, as always -- Three Things I Like This Week.
Resources and Links
Cindy Miller Communications
Super-Fit Grandma on Instagram
Club Industry Fitness Trends Report
Nitrile touch gardening gloves on GardenersEdge.com
A new bill in Congress could set up a fund with $30 billion to help fitness businesses hit hard by the Covid-19 pandemic. It has the backing of the International Health, Racquet & Sportsclub Association (IHRSA) and a group of fitness businesses called the Community Gyms Coalition that includes CrossFit, Orange Theory and Anytime Fitness.
Two representatives in the U.S. House have introduced the Gym Mitigation and Survival Act (GYMS Act), which would provide relief to the fitness industry, according to an announcement from the Community Gyms Coalition and the International Health, Racquet & Sportsclub Association (IHRSA).
The groups represent more than 40,000 gyms and fitness studios across the U.S. They say the bill would bring much-needed relief to a devastated industry that includes 40,000 facilities and 3.2 million jobs.
Or, at least, it did before everything happened. Thousands of businesses and jobs have vanished in the last year. And the industry, smaller and less organized than many others, is just beginning to evolve into a force that can protect its interests politically and put forth the right kind of “essential” image.
We’re joined by a representative of IHRSA and CrossFit, who explain the bill and how you can help.
The GYMS Act on IHRSA
Community Gyms Coalition
International Health, Racquet & Sportsclub Association
LaMaria beauty products
Oculus
WebMD on the health benefits of avocados
I’m often asked, Where do you get your ideas?
It’s a good question, and I want to talk about that in this week’s episode of the Optimal Aging Podcast. In fact, I’m going to give you 15 tactics to ensure you always have plenty of ideas for your blog posts, social media accounts, email newsletters and other content channels.
These are things you can do – things anyone can do – to generate material on an ongoing basis. There’s no inspiration, muse or mystical quote-unquote CREATIVITY involved. Whether it’s writing or making other forms of content, the key is to understand what all professional writers know: It’s work.
Creating and managing content is, in many ways, just like staying in shape. It’s just something you do by doing it, not by thinking about it.
So, use these 15 tips that have worked for me and other professionals countless times.
Episode Resources
The Prime Fit Content blog
The Content Marketing Institute
HubSpot Ideas Generator
The GYMS Act
Community Gyms Coalition
International Health, Racquet & Sportsclub Association
Unsplash.com
Remembering Mary Wilson
Greg Pryor played Major League Baseball from 1976 to 1986 and was on the 1985 World Series winning team, the Kansas City Royals.
In 1991, he was introduced to the Designer Food formulas of Durk Pearson & Sandy Shaw, authors of the best-selling book “Life Extension: A Practical Scientific Approach Adding Years to Your Life and Life to Your Years.” That led to him and his wife, Michelle, buying Life Priority, a nutritional supplement company selling products based on the Pearson-Shaw work. They’ve been doing it for 30 years now.
Nutritional supplements are a multibillion-dollar industry, with all kinds of helpful products being sold along with plenty that can’t live up to their claims.
On this episode, Greg discusses his career, the Life Priority products, and how he overcomes “snake oil” cliches that persist about supplements.
The episode at a glance:
3:00 Greg’s journey from from the Major Leagues to nutritional supplements
6:00 Priority to people live a healthier, happier life
6:11 Greg’s supplements and overall healthy living lifestyle
10:00 Proper diet and living healthier for ages 50 up
15:00 Boosting immune system’s importance
17:21 Realistic claim VS unrealistic claim
18:00 How Greg communicates regarding challenges for older people
26:38 Greg’s exercise routine
27:26 Three Things I liked this week
Resources and Links
Life Priority
Greg Pryor baseball stats
“Headspace Guide to Meditation” on Netflix
Goodreads.com
Super Bowl LV
Rick Mayo is a veteran fitness professional and entrepreneur who’s helping to change how the industry approaches the underserved over-50 market.
Rick has two locations of his Alloy Personal Training studio in the Atlanta area, including one that focuses on mature women. Alloy has been licensing its systems to gyms everywhere for more than a decade. And, just before the pandemic, Rick launched a franchise system to create gyms everywhere that grow with the mostly untapped potential of this demographic.
He’s also a speaker and podcast host, and sits on the advisory board of the Association of Fitness Studios.
On this episode, we talk about the challenges of the past year for his businesses and the industry; why the over-50 market retains all its potential for business owners; and why businesses need to focus on their avatars more than ever.
Resources and Links
Alloy Personal Training
RickMayo.com
Functional Aging Institute
RV Life article
10 Podcasts to Help You Sleep
Dr. Sean Pastuch, a former gym owner and chiropractor, founded Active Life to create better solutions than the modern medical model can provide. It manages physical pain without considering the emotional ramifications of the proposed intervention, he says -- like when a doctor tells a patient to stop running, playing golf, having sex, enjoying life etc....
“It's unacceptable,” Sean says. “We take an oath to ‘do no harm,’ but how is harm defined? I believe it is harmful to tell someone they have to stop doing what gives them great joy so that they can eliminate pain. So I came up with a replacement, a solution.
“We are the only company in the world helping thousands of people to get out of pain WITHOUT going to the doctor or missing the gym. We also educate health care providers and fitness professionals on how to provide solutions to their clients the way we do for ours.”
Resources and Links:
Active Life
Sean on Facebook
Purple Carrot
Green Chef
Best Face Masks article in Runner’s World
Betty White in People
On today’s episode, we’re talking to entrepreneur Will Torrez, who had a furniture company in San Diego when Covid-19 hit -- and he had to pivot hard to survive. With no background in fitness, Will used his engineering skills and manufacturing resources to create a padded bench that’s loaded with resistance bands to provide a full-body workout. The tool is selling well and could become a strong option for millions of who want to exercise at home without spending a fortune on Peloton, Mirror, or the other high-tech, high-cost options that are getting all the headlines.
Will says his company, Zeno Gym, has sold 15 to 20,000 of the benches, which start at $345. And he hopes to double that figure in 2021. Zeno has upgrades and other products, too, but the bench is the star.
Interestingly, Will says he was surprised when he learned that many of his customers are somewhat older than he’d expected. Now, he’s leaning into that and making the most of Zeno’s appeal to people in their 40s, 50s, and above.
Resources and Links:
Zeno Gym
Catalina Crunch cereal
Audible
‘One Night in Miami’
Dan John is a champion athlete and veteran trainer with a ton of knowledge, tips and encouragement to share on being fit over 50. Dan is an All-American discus thrower. He has also competed at the highest levels of Olympic lifting, the Highland Games, and holds the American record in the Weight Pentathlon.
Dan -- inventor of the goblet squat, frequent contributor to fitness publications -- now gives workshops around the world, writes books, hosts The Dan John Podcast, and works with private clients from all walks of life including professional athletes and military personnel.
He remains active and competitive at age 63, despite injuries and setbacks that affect everyone a little later in life, even elite athletes.
danjohnuniversity.com
The Dan John Podcast
Sober January
Veganuary
BHU bars
WebMD article: Will COVID Stifle Usual January Rush to Gyms?
Kate Bay Jaramillo wears many hats as a fitness entrepreneur. She’s a ketogenic lifestyle expert, a master fitness instructor, author, podcast host, and the force behind Ketogenicliving101.com.
In addition, she helps “mompreneurs” and nutrition coaches build, launch and grow their online businesses.
Kate has a wealth of experience running successful online coaching business, and she shares that knowledge on this episode of the Optimal Aging podcast.
Here’s how Kate describes herself: “A ‘Philly’ girl at heart, my family and I have learned to love the daily dose of Vitamin D the sunny skies of Florida provide us with. My husband Mario and I love raising our three girls and know how to rock a princess dress-up party like a boss! When I’m not soaking up the sun, painting nails, braiding hair, or testing out a new Keto recipe, you will probably find me reading, writing, listening to, or recording a podcast... I’m kind of a learning junkie!”
Resources and Links:
Ketogenicliving101.com
Kate’s Facebook page
Everything But the Bagel Seasoning — Part of a boxed set at Trader Joe’s or way overpriced alone at Amazon
“Take Care of Yourself” commercial
“Atomic Habits” by James Clear
If you’re trying to market fitness, nutrition and wellbeing to people over 50, then you need to get over your fear of selling. No, it’s not immoral of you to tell people how you can help them and to share your prices. Even this year!
Ryan McKenzie is a fitness business consultant from Orlando, Florida where he has worked with some of the best trainers, gyms and corporations in the world.
Ryan is an author, speaker and industry leader. His book "I Hate Selling for the Fitness Professional: 6 Steps to Making Serious Money in the Fitness Industry" has reached No. 1 on Amazon in the US, Canada, The UK, Australia, and Japan.
Ryan helps large corporations and smaller fitness businesses apply the I Hate Selling sales system to every part of their operations, drastically increasing their member retention, lead acquisition, and new member/client sales.
Resources and Links:
I Hate Selling (book)
https://www.trainingwithryan.com/
Connect with Ryan
Virtual Walking Tours of New York City
Tim Cook on Outside podcast
Grippy socks
David Rachal III studied Recreational Therapy and earned a Master of Business Administration in Healthcare.
His HEALTH-E-FIT company is the first credentialed in-network provider of medical fitness services with the ability to direct health insurance reimbursement. That could give countless people over 50 more support than ever in getting fit -- and bring untold revenue to gyms and studios.
In 2019, David was named the first MedFit Professional of the Year in 2019 by the Medical Fitness Network.
Resources and Links
Health-E-Fit
David on Facebook
MedFitNetwork.org
Nathan Sports Safety Collection
What Is Aquafaba?
“Mank” trailer
A lot of gyms and studios couldn’t make it through the pandemic. But these three did -- and their diverse range of businesses, approaches, and methods will offer lots of lessons for anyone who wants to build a disaster-proof business that provides fitness over 50.
Join me for the roundtable discussion with:
Beth Donnelly opened Sarara Fit in the Washington, DC, area in February 2020, right before the coronavirus hit. She provides virtual and in-home training to older people.
Jackie Bachmeier has owned her studio, Evolution Fitness & Wellness in Houston, for more than four years. She specializes in small group personal training and one-on-one.
Paulo Andalaft has owned his studio, Fit Factor in Fort Lauderdale, Florida, for about 20 years, offering one-on-one and small group training.
Resources and Links:
Sarara Fit
Evolution Fitness & Wellness
Fit Factor
Resistance Bands, Amazon’s Choice
Apple Watch 6
“His Truth Is Marching On: John Lewis and the Power of Hope”
Everybody’s a writer in the Internet age, whether you like it or not. So take a few minutes to learn how to do it better, with more ease and confidence.
Do you feel pressure to write more and more in your business? Between emails, social media, work proposals, performance evaluations, marketing materials and more… are you frustrated by how much writing you have to do? Do you wish you could do it better?
That’s what we’re talking about on this week’s episode of the Optimal Aging podcast, the first in an occasional series that will help you write better. And when this show is over, you’re going to feel like a stronger, more confident writer, no matter what the task. You’ll be armed with a bunch of no-nonsense hacks you can use right away to improve your communications and further your goals in any situation.
Join me, your host, Jay Croft, as I share a few tips culled from decades as a professional writer, editor, and content creator in media, corporate communications, and the fitness industry.
Other resources
“The Elements of Style” by Strunk & White
Grammarly
“Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content”
16 Ways to Write Better from Prime Fit Content
Weight-loss expert Amy Lang ran a successful gym in San Francisco for 15 years. But toward the end of 2019, she made a big change. She parted with Pacific Heights Health Club and went online -- which, back before Covid-19, was a pretty radical and very brave move. Then, after the pandemic hit, Amy realized she was an unlikely trailblazer, having already successfully transitioned to her Moxie Club, which helps women maintain a healthy weight and live a healthy lifestyle.
Prior to her fitness career, Amy had a successful tenure in high-tech, which might be why she seems fearless in transitioning from brick-and-mortar to her virtual business.
Here, she gives tons of great perspective on her journey that others will be able to apply to their own online business, as well. Her Moxie Club is a model for offering courses -- and then keeping graduates involved as paying customers.
The Episode at a glance:
[1:05] Introduction of the show
[2:45] Amy Lang’s background
[7:30] Involvement in weight loss solutions
[8:30] Pacific Heights Health Club
[9:30] Health club mission and kind of clients
[12:50] Closing her gym to virtual business even before COVID
[20:44] Reaching more people through online training
[23:20] Moxie Club - Lasting Weight Loss For Busy Professionals
[26:00] All about Moxie Club modules, meal plans, course trainings, etc
[30:00] Helping women over 50 with better eating and weight loss
[40:29] How her business deals with COVID
[42:39] Amy’s resources
[44:13] Three Things I liked this week
Resources and Links:
Moxie-club.com
Happy & Healthy Podcast
Amy on Facebook
America’s Turkey Trot
Right Rice
Should You Have Cheat Meals?
Wade Lightheart is the President and Director of Education at BiOptimizers.com. Education at BiOptimizers.com is dedicated to discovering, presenting, and sharing strategies backed by cutting edge research that leads to Healthy High Performance. They believe their products empower humanity to achieve an optimal state of well-being in the body, mind, and soul, holistically defined as BiOptimization.
Wade is a 3-time All Natural National Bodybuilding Champion, and the author of books including “Staying Alive in a Toxic World” and "The Wealthy Backpacker."
Stay through to the end for a special gift and discount from Wade.
The Episode at a glance:
[1:08] Introduction about the episode
[4:21] About Wade Lightheart
[8:20] Studying exercise physiology and nutrition in college
[9:06] 2004 - started a successful online business
[10:53] Life as a competitive bodybuilder
[15:19] Just like Hipprocates said - all disease begins in the gut
[21:08] All about Biohacks
[32:24] Biohacks for health and generalization for ages 50 up
[36:54] Three Things I like this week
Resources and Links:
www.bioptimizers.com
www.thewealthybackpacker.com
Wadelightheart.net
Angel Planells is currently the owner of ACP Nutrition, which helps people transform lives through health, wellness and nutrition. He is the chair for the National Organization of Men in Nutrition, a registered dietitian/nutritionist with the Veterans Health Administration, and a youth soccer coach at Emerald City Football Club in Seattle.
Angel also serves as a fitness and performance consultant who works with athletes on improving performance. Angel is currently serving as a national media spokesperson for the Academy of Nutrition & Dietetics.
The Episode at a glance:
[1:01] Episode introduction
[3:32] About Angel Planells
[5:50] Growing up in New Orleans
[10:35] Started as a dietician
[13:40] Changes in lifestyle and nutritional needs after 50
[21:02] Nutritional journey as a lifelong concern
[24:50] Why do you need protein when you get older?
[32:20] Good sources of protein
[39:42] Three Things I Like This week
Resources and Links:
Angel’s LinkedIn
https://www.eatrightpro.org/
http://www.acpnutrition.com/
Eat This, Not That
Arboleaf.com
Jay Acunzo helps people navigate a problem that hurts careers and companies alike: In a world of infinite information and endless advice, it has never been easier to be average. If we don’t have an idea or an answer, we can follow someone else’s.
So what’s the difference between settling for the average approach … and doing something exceptional instead?
A former digital media strategist at Google, Jay is the author of the book Break the Wheel and the host of the podcast Unthinkable. When he’s not telling innovation stories, he’s leading the education company Marketing Showrunners, which teaches leaders from brands like Adobe, the New York Times, and Shopify how to make their audience’s favorite podcasts.
He discusses how companies have to be creative and move beyond old ideas like “best practices” to bring value to customers’ lives.
The episode at a glance:
[1:02] Introduction about the episode
[4:50] Jay Acunzo’s intro
[5:00] Setting goals - Goodhart's Law: when a measure becomes a goal, it ceases to be a good measure.
[11:50] Creativity in Business
[13:30] Story about Death Wish Coffee
[17:51] Everyone wants to find the right expert
[25:00] Learning about changing customer’s context
[28:32] “Creative freedom doesn’t really exist”
[32:30] Customer development/Talk to your customers
[37:07] Three Things I like this week: Diabetes awareness, Online fitness conference, Bruce Springsteen
Resources and links:
Jay Acunzo
The ‘Unthinkable’ Podcast
Marketing Showrunners
Twitter (@jayacunzo) and Instagram (@jacunzo)
American Diabetes Association
Association of Fitness Studios Succeed Virtual Conference
Bruce Springsteen
Chandler Walker helps entrepreneurs and fitness professionals build high-performing businesses and healthy habits. He is the co-founder of Stone Age Fuel -- School of Fitness and founder of the Angular Momentum Method, which focuses on Six Pillars of Wellness: Mental Health, Social Health, Sleep, Nutrition, Fitness, and Habits. Leading a healthier life doesn't have to mean just making big steps or changes. Chandler and I discussed our families’ common mental health affliction and how it affected his professional path; how to create and sell high-end, online services for the over-50 market, and what’s necessary to make it post-Covid.
The Episode at a glance:
[1:10] General intro to show
[5:40] Chandler grew up seeing his parents working hard as employees and as entrepreneurs
[7:29] How his mother’s bipolar disorder shaped his desire to help people
[15:30] Creating Stone Age Fuel in college and seeing it take off
[16:50] The Six Pillars of Wellness
[18:20] Selling wellness courses online for $3,200
[22:14] “People will pay to get out of a place of pain”
[23:37] The over-50 market has particular sources of pain you can help solve
[24:37] It’s all about “reframing thoughts and beliefs” more than your own features and benefits
[26:47] Depression and anxiety among this demographic
[29:12] Fitness businesses need contingency plans and a hybrid model
[35:51] “If you can’t innovate, then just be ready to die.”
[39:15]: How to enroll people in $3,000 courses online
[40:13] What are you reading?
[42:30] Three Things I Like This Week
Resources and Links:
https://stoneagefuel.com/
https://go.oncehub.com/HealthClarityCall
https://www.facebook.com/ChansLogic/
Mind-lines: Lines For Changing Minds - Book
The Road Less Stupid - Book
Study in The BMJ about high-intensity training for older people
Fit Men Cook
Voting and elections information on usa.gov
Eric Malzone is a former gym owner turned fitness entrepreneur and podcast host. His professional experience stems from a decade in the corporate sector, where he started at the bottom and worked his way up to leading nationwide sales teams. Being an entrepreneur at heart, Eric pulled the corporate ejector seat and opened his first business in 2009, Gravitas Fitness in Santa Barbara, California.
We discussed fitness technology, growth through the pandemic, and keeping up good relationships with clients.
The episode at a glance:
[1:00] “The King’s Speech” and the fitness industry’s moment in history
[3:40] Introduction of guest Eric Malzone
[5:00] Eric’s beginnings
[8:00] His journey away from corporate life to gym ownership
[10:20] How to make Big Scary Decisions
[14:56] ‘You gotta raise your rates’
[19:11] Coaching platforms are being sold for big bucks
[24:13] ‘The gym is no longer the hub’ of a fitness business
[28:39] Why remote coaching makes sense now
[32:17] Three Things I Like This Week
Resources and Links:
https://www.level5mentors.com/
https://www.futureoffitness.co/
Connect with Eric
Apple Tiles
Stevie Nicks, “Show Them the Way”
Tik Tok video of Fleetwood Mac “Dreams”
National Coming Out Day
Anthony Wilkins is trainer and co-owner of Alloy Personal Training for Women in Suwanee, Georgia, near Atlanta.
The studio serves women with an average age that’s over 50.
Anthony shares his experiences working with slightly “older” people and how he and his partner, Alloy Personal Training owner and creator of a new franchising system, Rick Mayo, smartly built success around this demographic.
Before moving to Georgia, Anthony was in the restaurant industry in New York. He reveals some surprising similarities between bartending and personal training.
The episode at a glance:
[00:52] About the episode: J-Lo and a ‘Golden Girl’
[3:03] Anthony’s introduction and background
[4:43] How Anthony got into physical fitness
[5:44] Working as a bartender before working as a fitness trainer
[7:20] How Alloy for Women started
[11:41] Safety first during pandemic and how it affects the business
[14:00] Ideal clients and why communication is important
[16:00] Taking care of the clients during pandemic
[20:19] Why women and why older women are the ideal clients?
[26:14] ‘Fat Facts’
[38:15] ‘It’s Never About Me’
[39:08] Host Jay Croft with Three Things I Like This Week
Resources and links:
Alloy Personal Training for Women
On Facebook
Alloy Personal Training
Anthony Wilkins on LinkedIn
Anthony Wilkins on Facebook
‘Golden Girls’ vs. J-Lo
Tim Minnick, Gold’s Gym, Austin
‘Literally’ with Rob Lowe
Gretchen Reynolds in The New York Times
Jeff Weiss is President and CEO of the Age of Majority marketing agency, which helps brands find a competitive edge with consumers 55 and over.
As a Baby Boomer with over 30 years of marketing experience on both the client and agency sides of the business, Jeff has witnessed the dramatic changes of the aging population. In his experience of working for and with major brands including Pepsi, Gillette, Dannon, KitchenAid and Unilever, he understands why major brands and corporations are missing the boat on the over 55 crowd and he knows what’s necessary to take advantage of this largest and fastest growing segment in business.
“We break the myths and crush the stereotypes and stigmas associated with aging,” Jeff says.
The episode at a glance:
[0:55] Introduction about the episode
[05:40] Jeff Weiss’ introduction and background
[7:50] Jeff’s MBA at early 90s with a research paper about opportunity and marketing to seniors
[9:50] Jeff’s biggest personal challenge
[10:55] Perseverance is the key
[11:40] Big word challenge of a marketer
[14:30] Mission of Jeff’s business
[15:30] 75% of people ages 55 plus are activators
[22:00] Stereotypes and myths with millenials, Gen-Xers and baby boomers
[31:00] Are older people technologically averse or challenged?
[40:00] Brands and marketers despite COVID and how does it affect the seniors?
[50:20] Jeff’s resources and links
[51:24] The host, Jay Croft with 3 important things about this episode
Resources and Links:
Age of Majority website
On Facebook
Email Jeff jeff@ageofmajority.com
Jeff on LinkedIn
Also on This Episode:
Psychology Today article on how to stop wasting time
“Caste” author Isabel Wilkerson
The Criterion Channel
Noir star Gloria Grahame’s Wikipedia page
Dr. Dan Ritchie is president and co-founder of the Functional Aging Institute, which trains, certifies and supports gyms and studios geared toward people over 50. Dan is also the owner of Miracles Fitness studio in West Lafayette, Indiana, where he earned his PhD in kinesiology.
Before that, Dan earned his bachelor’s degree in Fitness and Sports medicine, and then his master’s degree in Health and Physical Education. He was a trainer for 20-some years and was even named the 2014 PFP Trainer of the year shortly before he and his fellow PhD Dr. Cody Sipe established the Functional Aging Institute (FAI).
FAI is the “go-to” source for training mature clients by providing fitness professionals with the most current, up-to-date and forward-thinking techniques and strategies. It offers certificate programs, full-blown certifications, blog posts, videos, seminars, on-site workshops and more.
Dan is a sought-after expert and speaker at national and international events on topics like balance for older adults, personal training business development, the global aging phenomenon, and functional aging training models. He’s routinely interviewed for podcasts, webinars, and on-online education summits. Dan lives in West Lafayette with his wife and five kids.
The episode at glance:
[1:18] Fitness over 50 introduction
[6:30] Dr. Dan Ritchie’s introduction and background
[10:55] Why he loves to train with the older adults
[14:00] Dr. Dan’s biggest personal challenge
[19:50] Started Miracles Fitness in West Lafayette, Indiana, in 2007
[28:50] Aging is an opportunity to be seized
[4:20] How can businesses prepare to make the most of this powerful opportunity?
[43:05] Thoughts on how COVID affects us
[46:07] Resources
Resources and Links:
www.functionalaginginstitute.com
https://www.instagram.com/faieducation/
https://www.facebook.com/functionalaginginstitute
https://www.linkedin.com/in/dan-ritchie-a55b986
Email FAI
Also on This Episode:
Alzheimer’s Disease International
Kiss My Keto
Alamo Drafthouse Cinema