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 Links

Kelly's Fit Is Freedom

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Prime 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, [email protected]

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Prime 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 Links

Tonal
Troy Taylor on Instagram

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Prime Fit Content – Engage the over-50 market

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 Thom brings his perspective to the table -- how gym owners fall short, what the real opportunities are, and how to take advantage of them.

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 Links
Thomas Plummer
Perform Better

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Prime 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.

0:01 Marketing to the Longevity Economy

15:09 The Shift Towards Embracing Aging

21:46 Fitness and Aging

29:13 Sponsorship and Affiliates

Resources
Further
Longevity Gains

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Prime 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. He invited me on his show, and we had a fun interview there -- it's always strange for me to be asked the questions, especially about writing. But, as I share, it's not a mystical process -- you can learn to do it better and improve your business. I think you'll enjoy hearing the questions he asked and, I hope, my answers. 

• 0:00 Aging and Gym Marketing Strategies
• 11:32 Targeting Older Customers in Fitness Industry
• 16:32 Writing and Overcoming Challenges in Marketing
• 27:22 Writing and Business Insights With Jay
• 34:00 Show Credits and Sponsorship Announcement

Andres Escobar on LinkedIn
ReviewBiz
Gym Owner's Growth Zone show

Prime 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.


Resources

Marc Angelos on LinkedIn
Chat GPT
Jasper
Do's and Don'ts
AI & Fitness Guide

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Prime 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.

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Prime 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.

Resources
HHS Press Release
Physical Activity Guidelines for Americans Midcourse Report: Implementation Strategies for Older Adults

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Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market

Can exercise bring hope to people afflicted with something as serious as Parkinson’s disease, a progressive disorder that affects the nervous system and parts of the body controlled by the nerves?

People are saying that regular exercise helps those afflicted – particularly exercises associated with boxing, as my guest today will explain.

Chris Timberlake was there at the beginning of Rock Steady Boxing Inc., which is based in Indianapolis and has affiliates in all 50 states and 17 countries. It followed the diagnosis of Chris’s husband and their friend about 20 years ago, and their mission is one of hope and community for thousands of people with Parkinson’s and their families.

Resources

Rock Steady Boxing

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Naamly – Support our advertiser, who helps you keep in touch with your members
Functional Aging Institute -- Use FAIMM50 discount code
Prime Fit Content – Engage the over-50 market