Optimal Aging

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 Newsletter
Ray Glier

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‘West Side Story’ trailer
Orange Theory
You 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