The Optimal Aging Podcast

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.comIn 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.comGuest: Dr. Dan RitchieDr. 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.

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.

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 oneFormed smart partnerships and sponsored a wellness festivalAttracted clients from a large local employerCombines strength training and physical therapy to focus on prevention and lifelong wellnessShayna'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 FacebookSubscribe to the show and learn more at: Optimal Aging on ApplePrime 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/protectInstagram: @habitwhispererFacebook: Amy Lang Coaching

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.

In this episode of The Optimal Aging Podcast, I dive into the most common questions gym owners and fitness professionals ask about marketing to people over 50. Learn why blogs still matter, how to get more from your emails, whether TikTok is worth your time and how to consistently create engaging content that actually works.I also share powerful advice on how to truly connect with the active aging community—those in their 50s, 60s, and beyond—by using communication strategies that build trust and reflect their real values and goals.Whether you run a gym, teach classes or offer health-related services for older adults, this episode is packed with practical, proven strategies to help grow your business.

Welcome to The Optimal Aging Podcast, where we explore the intersection of fitness, content marketing and healthy living for adults over 50. In this supersized and value-packed episode I Jay Croft sit down with three inspiring gym owners—Micah Morgan, Jake Trione and Lisa Grace Wright, who are transforming lives and redefining aging through fitness, storytelling, and community-driven marketing.They are proving that fitness after 50 is more than possible—it's powerful. Through real client stories, strategic use of video content and a deep commitment to connection, they've each built thriving communities that focus on empowerment, wellness and independence.

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.

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/jaycroftFor more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.Email: jay@primefitcontent.comThanks for listening!

In this episode I interview Alison Beardsley, the founder of Club Pilates and Red Light Method to explore how red light therapy is transforming fitness and wellness — especially for people aged 50 and above.Alison shares her journey from launching Club Pilates to pioneering Red Light Method, a new wellness concept designed to help people improve their health, manage pain, lose weight, and rejuvenate their skin — all through the power of red and near-infrared light.Topics Covered :-✅ How red light therapy works and why it's gaining popularity✅ Benefits for pain relief, arthritis support, and inflammation reduction✅ Why red light therapy is ideal for gentle fitness and the 50+ demographic✅ How Red Light Method blends fitness, wellness, and biohackingConnect with Alison Beardsley:• Website: www.redlightmethod.comConnect with Jay Croft:• Instagram: https://www.instagram.com/primefitcontent• Linkedin: https://www.linkedin.com/in/croftjay/• Facebook:  https://www.facebook.com/jaycroftFor more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.Email: jay@primefitcontent.comThanks for listening!

Some gym owners still resist using email newsletters to market their businesses, and I just don't get it. Some say they don't like spam — OK, then don't send spam. Some say they don't like reading emails — OK, but lots of people do. Some people say social media is enough — despite changing algorithms and the inability to own your content and distribution lists.So, I'm presenting today Lara Gallert, the OG Alloy Personal Training franchisee, who's about to celebrate five years focusing on the active adults in North Carolina. She shares why she believes so strongly in the importance of regular communications with prospects and clients alike — and she shares some great stories along the way.One of them is about the amazing effectiveness of the first newsletter I sent out for her Alloy studio. You've got to hear this one to believe it.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 LongevityConnect 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/jaycroftFor more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.Email: jay@primefitcontent.comThanks 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 MembershipsConnect 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/jaycroftFor more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.Email: jay@primefitcontent.comThanks 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 adultsConnect 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. 

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. ResourcesConnected Health & Fitness Summit 2025Cara Fautley on LinkedInDiscount Code to Summit: PODCAST10 for 10% off individual admissionPrime 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. ResourcesModern Urologist, the doctor's practicePrime 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 LinkedInPrime 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 ResourcesPrime Fit Content – Engage the over-50 market

Unlock the secrets to optimal mobility and injury prevention for those over 50 with Andrew Menter, the visionary CEO of Physmodo. 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 Physmodo'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 Physmodo 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.Online ResourcesPhysmodoAndrew Menter on LinkedInPrime Fit Content – Engage the over-50 market

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 Carbonyl, 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 GettysburgPrime 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 FitnessCody Sipe on LinkedInPrime 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 BoundsSpartan RacePrime 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 SummitPrime 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 SummitPrime 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 ResourcesSpren.comJason Moore on LinkedInMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  herePrime 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 ResourcesMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  herePrime 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 SolutionsRyan on LinkedInMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  herePrime 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 siteAmy Lang's Moxie Club for weight lossHer Happy & Healthy podcastMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  herePrime 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 ResourcesPremier Performance TrainingAaron Hines on LinkedInMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  herePrime 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. ResourcesMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  herePrime 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 LinkedInAlloy ChastainMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  herePrime 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 fitnessLife Priority Supplements -- Affiliate Discount  herePrime 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 InformationProteus MotionSam Miller on LinkedInMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  herePrime 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 InformationMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  hereFunctional Aging Institute -- Use FAIMM50 discount codePrime 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 InformationMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  hereFunctional Aging Institute -- Use FAIMM50 discount codePrime 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 InformationDan and PushPressDan on Instagram and FacebookMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  hereFunctional Aging Institute -- Use FAIMM50 discount codePrime 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.ResourcesFunctional Aging InstituteMy new course to motivate men over 50 to get off the couch and into fitnessLife Priority Supplements -- Affiliate Discount  hereFunctional Aging Institute -- Use FAIMM50 discount codePrime 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 LinksKelly's Fit Is FreedomLife Priority Supplements -- Affiliate Discount  hereFunctional Aging Institute -- Use FAIMM50 discount codePrime 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.comLife Priority Supplements -- Affiliate Discount  hereFunctional Aging Institute -- Use FAIMM50 discount codePrime 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 LinksTonalTroy Taylor on InstagramLife Priority Supplements -- Affiliate Discount  hereFunctional Aging Institute -- Use FAIMM50 discount codePrime Fit Content – Engage the over-50 market

Are you ready to unmask the often overlooked treasure trove in the fitness industry? Let's venture together with industry expert Thomas Plummer, as we unravel the hidden potential within the "older" fitness market. Thomas says 40 and over, while I usually say 50 and over... but the point is the same.His wealth of experience paints a vivid picture of the current and future trajectory of the fitness industry, levelling focus on the power of understanding and addressing the needs, expectations and influence of this significant market segment. 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. Thom advises me to help you understand the "older" client -- age, income, life circumstances, etc. And I'm all up for that. 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 LinksThomas PlummerPerform BetterLife Priority Supplements -- Affiliate Discount  hereFunctional Aging Institute -- Use FAIMM50 discount codePrime 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. ResourcesFurther Longevity GainsLife Priority Supplements -- Affiliate Discount  hereFunctional Aging Institute -- Use FAIMM50 discount codePrime 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 LinkedInReviewBizGym Owner's Growth Zone showPrime 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. ResourcesMarc Angelos on LinkedInChat GPTJasperDo's and Don'tsAI & Fitness GuideLife Priority Supplements -- Affiliate Discount  hereFunctional Aging Institute -- Use FAIMM50 discount codePrime 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  hereFunctional Aging Institute -- Use FAIMM50 discount codePrime 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. ResourcesHHS Press ReleasePhysical Activity Guidelines for Americans Midcourse Report: Implementation Strategies for Older AdultsLife Priority Supplements -- Affiliate Discount  hereNaamly – Support our advertiser, who helps you keep in touch with your membersFunctional Aging Institute -- Use FAIMM50 discount codePrime Fit Content – Engage the over-50 market