The Optimal Aging Podcast
Millions of people over age 50 represent the biggest consumer market in history for fitness, nutrition, travel, recreation and more. But most businesses don't know how to market to them. We'll interview entrepreneurs, business leaders and innovators to discuss this exciting opportunity.
The Optimal Aging Podcast
Longevity, Ozempic and Other Trends Shaping Fitness Now, Connected Health & Fitness Summit
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.
Resources
Connected Health & Fitness Summit 2025
Cara Fautley on LinkedIn
Discount Code to Summit: PODCAST10 for 10% off individual admission
Prime Fit Content
It's an exciting time for the fitness industry, with broad trends around topics like longevity, wellness, preventive care and others that are particularly resonant for fitness over 50. I'm lucky today to share a conversation about all of this with one of the folks behind the Connected Health and Fitness Summit, which is planned for February in Los Angeles. Welcome to Optimal Aging, the show about fitness, health and well-being for people over 50, with a special emphasis on content and communications. I'm your host, jay Croft, of PrimeFit Content. Which gyms and studios use in their marketing to reach more people over 50. Which gyms and studios use in their marketing to reach more people over 50.
Speaker 1:Now my guest is Cara Faultley of Casaco Research, and she and I discuss the evolving landscape of fitness and how this summit aims to inform top-level leaders about what's coming and to help them form fruitful partnerships to bring better services to the public. The event's website says its mission is, to quote redefine health care by placing fitness, wellness and technology at its core. We're driving the next wave of innovation by bringing together 450-plus 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 ahead. Here's my chat with Cara, starting with her explaining what makes the Connected Health and Fitness Summit different from so many other fitness conferences.
Speaker 2:I think what we try and do, maybe a little bit differently, is we are very carefully curated and so I would say, you know, not only curated in content and the program and the topics that we're talking about they all come from, you know, a very intensive research phase but also carefully curated in who we have in the room. So we aren't huge. We're quite an intimate event. You're looking at about 400 to 450 leaders in the space, but it's very much the c-suite the ceos, the decision makers from those big names and brands across fitness and health and, of course, big gyms and studios and and hotels and heads of welders from hotels and wearables and you know the guys you probably would hope to see at a fitness event but very much the c-suite from those guys but also the brands like your adidas is your gymshark night, apple, google, meta you know we do have a connected and ai view across the event and digitalization and fitness and health was a focus for us.
Speaker 2:So, yeah, I think that's what that's. What we very much focus on is being maybe carefully bringing in a specific group of leaders and it's not like a broadcasted marketing approach or or anything like that. It's very carefully curated is definitely how I would put it and that's obviously a part of it is learning what's coming into 2025, being ahead of trends, but also is actually in terms of implementing some of those, you know, new patterns. That the fitness and health brands are expected to provide for consumers is connecting partners and I think you know, by us bringing in the decision makers, that just means those partnerships can happen quicker.
Speaker 1:What trends are you identifying that are related specifically to the over 50 demographic?
Speaker 2:Yeah, absolutely. One of our biggest themes, which I imagine a lot of people talk to you about or just talk about in general in the industry, is longevity. That's something that everyone has top of mind and it is something that we're talking about a lot in the program and I think that covers a lot of different aspects. We're talking a lot about recovery. We have a lot of recovery partners. We're talking a lot about nutrition and nutrition partners and mindfulness and you know, different approaches to working out that is, for living a longer and better life and what that looks like for the different demographics of people.
Speaker 2:So, yeah, that's probably something that I think is definitely top of mind and probably seen that in a lot of the kind of, I guess, trends coming from us but also just from the industry. I know Les Mills has done like a kind of new workout program they've released which is around, I guess, longevity Not just for the older demographic but with everyone in mind. That's more, you know, maybe lower intensity but is, in ways, looking to build strength and resilience, which is something that is obviously very important for that. And I know there's been a lot of partnerships, such as Crunch, who I know have redesigned some of their gyms to bring in more of a recovery and rest zone to it. So, yeah, I think you're starting to see these elements not just be conversational but come through in the operators and what they're doing in the space.
Speaker 1:What about preventive care? You know, when the pandemic hit five years ago, there was a lot of enthusiasm for connecting fitness as part of healthcare, because we learned quickly that people in better shape were less likely to get sick or severely sick. So what are you seeing now as far as all that is concerned, with medical care and insurance?
Speaker 2:Yeah, for sure. I mean, I think we have more kind of incorporation from the pharma side in our event this year. We previously not really had that, in honesty, and that's something that we get more interest from going into 2025. And one of the trends that I guess has come from some of the research, some of the conversations we've been having and predictions for this year and what we might see more of is, I guess, like in clinics, in gyms, and what that might look like. I think we've started to see it with some like body scanning partners that are doing, you know, full body scans in the gym and it gives you a better idea of body composition and things like that. I think that's a starting point. But is there, further down the line, an aspect of actually gyms having more insight into medical history and and that can also lean into the personalization of fitness and and? Um, I know we were looking into some of the research that the american I'm gonna get my words mixed up here but the american college of sports medicine put out and they were talking about the top themes for this year and and they were talking about in that top 20 there was fitness fitness as medicine was one of them and then also fitness as support for mental health. So it's looking at actually, what else can fitness do in the alignment with the health and health care side. We've had um more partners working with us. That's in.
Speaker 2:I guess this is slightly different, but in the same. I guess the same ballpark in like HSA and FSA payments and that is obviously using, you know, maybe like a gym membership as an option of healthcare and the different payment plans that can link the two and be used the two and it just makes you know it accessible. In honesty, fitness is almost then used as if you're paying for a healthcare plan. You can use a gym membership in that way, same with. I know they work with lots of wearables, so having the the past like data tracking on various aspects from fitness to obviously sleep and recovery and things and elements like that. So I think that's one area where we're going to see a lot more happening and a lot more partnerships happening with HSA and FSA payments to connect the two and use fitness as a driver for preventative healthcare and improved holistic health.
Speaker 1:Since the pandemic, some of the most intense conversations have been around Ozempic and Wagovi and these other weight loss drugs and how they might play a role in fitness and health care, and so I'm wondering what do you think? Are we going to see any merges here between fitness and health care and the health, the insurance industries, or is that just wishful thinking on my part?
Speaker 2:I think. I think it will come into fruition. We we have a, a debate it's very much a debate on our program around GLP-1. And and that is very much with different people with different views, and I know it's a very controversial topic at the moment. Is it, you know, an entry to a better, you know better health and better fitness for people, or is actually a distraction from what fitness and health should be about?
Speaker 2:And I think, as more gyms and operators are incorporating GLP-1 or working with these types of offerings, there needs to be that type of support around. What does that look like? It has to be in alignment with a nutrition plan. It has to be in alignment with a nutrition plan. It has to be in line with a fitness program. We have to know who needs to be on. You know needs needs to be on that type of program it is. It can't be just for everyone. It needs to be very specific and and when to stop and just then lean into fitness and health alone and nutrition and gym workouts alone. So I think all of that needs to be properly, you know, backed and and very much driven from the insurance side in a lot of ways to make sure that people aren't just kind of taking the GLP-1 and not doing it in the right way. So, yeah, I mean it's, maybe I may be in. Yeah, it's a big ask when you think of it in in the reality of things, but I think, as we are incorporating GLB1s more into gyms and operators, then it is a way that it's going to be best managed because it has to be very carefully brought in.
Speaker 2:You know it goes back to I think it's. You know, just under 80% of Americans are completely inactive, right, and probably a chunk of that is, like you said, maybe not, you know, conscious of going into the gym, of where they are at the moment in their physical body image. But also there are some people that you know if you are overweight and you're walking down the street is difficult for you, then going into a gym and doing a real physical workout is going to be, you know, something that you can't you can't be doing at this stage. You know something that you can't you can't be doing at this stage. So that could be an entry for those people to get into a position where they then can join more fitness programs easily and it's more accessible for them. But it just has to be done very carefully and, like I said, I think the the key part is we have to be very careful about who we offer it to.
Speaker 2:It can't be a you know you want to lose weight here's g-op. Well, that't be. It has to be very specific in who needs it and who requires it to get them into a fitness program. It needs to be a debate, but it also needs to be educational, and people need to share what they know and what they've studied and what they've learned with their work within GLP-1s. So hopefully a bit of education as we go down the line will settle some very strong opinions on it as well.
Speaker 1:Longe a bit of a buzzword. Do you think that reflects a change in how we look at active, healthy, aging? I?
Speaker 2:think potentially last year we were starting to talk more about longevity. That was really when people's interest was peaked and I would say this year it's more about actually understanding what different elements within longevity are and what that looks like. And you know that is looking at elements of holistic health like sleep, you know, like nutrition, rest and recovery, but it's also looking at the different types of fitness programs that maybe are supportive of longevity and for different people. So I think this year is just about digging a bit deeper into what that actually means, and especially for us. You know, like I said at the start, we are all about partnerships and driving partnerships. So when we were doing this, profiling right of our attendees and what they their top priorities are and maybe what their challenges are, a lot of the gyms and operators are maybe conscious that they need to become more all-encompassing. They need to be focusing on nutrition. They need to focus, they need to start having recovery zones. There needs to be more. I know everyone is talking about hyper personalization, but that's also, for me, is a big, big part of longevity and understanding different demographics and where different people are in their fitness journey and what support there can be for that. So, yeah, I would say the difference that we found is last year it was more of maybe a blanket term and this year people are really digging deeper into what the different elements are. We have set conversations around sleep, we have single conversations focused on hydration and we have conversations around nutrition. So it's just digging a bit deeper into the different layers within longevity as an umbrella, I think.
Speaker 2:Maybe five not even five years ago, but maybe pre-covid the fitness influences and and people like that, they were very much. A lot of them were like seven days a week, hardcore workouts, different training, and now they're very much pushing. Take a recovery day, maybe, take a slower day here. This could just be a day for walking, have a day for stretching. So even that shift from like the fitness influences that you see, this is where that mind shift. You know that, you can see it and I think that's trickling down for workouts as well and, and especially for a lot of the, the apps and the platforms that people use fitness apps that they use on their phone and that are doing more personalized programs. That is a right. Maybe if you're doing an intense workout on monday, then take a stretching on Tuesday, maybe. Do mindfulness on Wednesday, do yoga on Friday. So the way we work out and the way we link physical health with mental health is also different, and I think that all comes under longevity again.
Speaker 1:We can't really call fitness over 50 a niche market because you know there's just such a range of ability and comfort level and goals among this huge swath of the population. Do you see this kind of awareness evolving among executives and other leaders, and is it trickling down to mom and pop gyms too?
Speaker 2:Yeah, I think, yeah, I agree with you. I think it's very easy to blanket older fitness programs. I mean, I can tell you myself from the gym that I go to some of the you know the older people within my gym classes. I'm I like a gym class god, much fitter than me. I mean, they're there every day and you know they all do different forms of workout and I think that alone is proof that you can't blanket statement. You know these are catered to the older demographic because they are all in different places in their their journey. I think it's starting to come through.
Speaker 2:Um, you know a lot of those. Maybe, I would say a lot of the maybe smaller, more independent gyms tend to follow the trends from some of the bigger guys, so that's why you tend to see it there to start with. But it's definitely something now where I don't think there's I would like to think there's no gyms or no operator that is not hasn't got this top of mind. I think that you, you know everyone talks about it all the time at the moment, it's a challenge for everyone and within the fit kind of traditional fitness space. So I don't think there's a gym out there that isn't considering the best approach for different demographics and people within those demographics. Potentially, the personalization piece within demographics is still something that we need to lean into and that's where you know the use of wearables and the different integrations with those types of partners.
Speaker 1:Um is really beneficial and useful for that kind of data and understanding where everyone is so we've talked about longevity and preventive care and recovery, and these are all buzzy topics, and I wonder what other trends or topics you can share with us that are on your agenda heading into next month.
Speaker 2:Yeah, absolutely so. A big one is community and social wellness. So there's obviously, you know, been a rise in social workouts and I think that's in many ways. You know, people are more people are going sober at the moment, you know people are kind of leaning away from drinking and big nights out more than ever. You know a lot of nightclubs as well have been shutting down post-COVID, so it's almost like the gym and classes is almost now a way for socialising and I know even at the classes that I go to you see the same faces, you get to know everyone and they even organize like a summer party and a Christmas party now, and everyone on a Saturday after the class goes for a coffee. So, you know, you can really feel that sense of community and I think that's something that is a big, big focus and I think, even going into further into the year, there's going to be more sports and recreation focus.
Speaker 2:Going from France for a game of tennis is obviously huge now, which is seemed to come out of nowhere, but I think it comes back to the idea of, you know, working out not just being for, you know, physical body image, but actually just for fun, just for competition. You know, bring competition into workouts, and so, yes, community and social wellness is a big focus for us, and then we always talk about diversity and women's health and inclusion, and that's something that's always a focus, I think, going into 2025, something we'll see more of, with that personalization piece in mind, is leaning into women's wellness and hormone tracking, so kind of. If we're doing personalized workouts, it's understanding women's cycles and also, you know, considering things like premenopause and how that can affect working out. So I think that's something that there's not been enough focus or research into previously. But if we're leaning into this idea of hyper-personalization in health and fitness, that's something that I think will become more of a focus going further into this year. That's one of my predictions.
Speaker 1:Beautiful. Thank you, I want to wish you the best of luck in putting this together and, of course, everyone is hoping for the best for the people of Los Angeles. Tell people where they can go to learn more about your organization or the research or the event.
Speaker 2:Yeah, absolutely so. Our website Connected Health and Fitness Summit. You can obviously subscribe to see all of our mailings and what we're putting out there, also to see about the event and the agenda. And you know, if you were keen everyone was keen to join, to register, and what I think we will be doing, jay, is I think our marketing lead will share a discount code with you. I believe that maybe we can share with this episode, but if you also want to share my email or link my linkedin, then I'm happy to speak to anyone answering any questions if anyone wants to find out more. So, yeah, happy to give direct details to link into when this post goes out so people can come to me if they need anything.
Speaker 1:I'll put all of that information in the show notes along with the link. Thanks so much for joining me today. It's been a pleasure.
Speaker 2:Thanks very much. Thanks, Jane. Speak soon joining me today. It's been a pleasure.
Speaker 3:Thanks very much Thanks, jane. Speak soon. Thank you for listening to Optimal Aging. I hope you enjoyed it and I hope you'll subscribe, tell a friend and write a review. All of that helps me grow my audience. You can learn more about me and my content business at primefitcontentcom. You can send me an email at jay at primefitcontentcom. That's jay j-a-y at primefitcontentcom. I'm also on Facebook, linkedin and Instagram so you can find me anywhere you like and be in touch. And again, thanks for listening. Join me next time.
