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 Moments
4:05 -- 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 Milk
The 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

Links
The 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, he also 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 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