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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.
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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...
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 ResourcesFunction...
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 th...
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 de...
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 ...
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 rece...
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,...
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, runnin...
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.I...
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'...
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 yo...
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....
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 qualit...
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...
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 7...
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 remi...
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 messa...
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 ...
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 seg...
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 Tho...
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