Optimal Aging

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.

Highlights Index

4:10 -- A 'large Rolodex' of medical fitness professionals
11:20  -- Using pre-tax dollars to pay for 'medically necessary exercise'
14:30 -- Lowering the barrier of cost
21:30 -- Several hundred trainers are certified for the program
26:20 -- 'Fitness is medicine'

Resources and Links

MedFitCare.org
Brian’s email: [email protected]
MedFit email: [email protected]
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.

Highlights

4:00 -- The effect of a 'big box' competitor moving in
7:20 -- Why he's a paid Google advertiser 
15:40 -- Broadening his gym's appeal to include the over-50 market
22:50 -- Knowing your neighborhood
28:20 -- Creating a welcoming atmosphere

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 over 50 — or maybe more to the point here, people over 70 or so.

Highlights

2:10 -- Your grandparents never exercised just because
4:10 -- 'Flashdance' and 'Rocky' made muscle sexy
6:35 -- Entering a gym for millions of older people? Like going to Mars

Resources and Links

Prime Fit Content – Engage the over-50 market

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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.

Highlights

2:15 -- Unconscious ageism is easy to commit
4:35 -- Don't be afraid of focus
7:10 -- The diversity of the big four categories of active agers

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.

Highlights
5:40 -- When his Dad wanted an Apple watch
10:35 -- Using tech platforms to connect and learn
18:05 -- Helping with physical needs beyond exercise and fitness
28:00 -- Getting creative on partnering with the right organizations to share the message
33:15 -- Keeping it from being too technical for this audience

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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