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
How Gym Owners Over 50 Are Changing Lives Through Content
Welcome to The Optimal Aging Podcast, where we explore the intersection of fitness, content marketing and healthy living for adults over 50. In this supersized and value-packed episode I Jay Croft sit down with three inspiring gym owners—Micah Morgan, Jake Trione and Lisa Grace Wright, who are transforming lives and redefining aging through fitness, storytelling, and community-driven marketing.
They are proving that fitness after 50 is more than possible—it's powerful. Through real client stories, strategic use of video content and a deep commitment to connection, they’ve each built thriving communities that focus on empowerment, wellness and independence.
🎤 About the Guests:
• Micah Morgan (MM Fitness & Temple Terrace Training, Tampa) – Known for his member-first approach, live content, and emotional storytelling.
• Jake Trione (Tri Fitness Gym, Houston) – A military veteran focused on care, connection, and creating a truly inclusive space.
• Lisa Grace Wright (Your Personal Best Training Studio, Corpus Christi) – A content and video marketing master who’s leveraging AI, Instagram, and YouTube to dominate her niche.
🔑 Key Takeaways:
• The power of member stories in marketing
• Community-driven gym growth strategies
• How to create emotional, authentic fitness content
• Using Instagram, Reels, and AI tools effectively
• Building a fitness brand without a massive ad budget
Whether you're a gym owner, fitness coach, or just passionate about healthy aging, this episode is packed with practical advice, heartwarming stories, and digital marketing gems.
Connect with Jay Croft here:
• Instagram: https://www.instagram.com/primefitcontent
• LinkedIn: https://www.linkedin.com/in/croftjay/
• Facebook: https://www.facebook.com/jaycroft
For more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.
Email: jay@primefitcontent.com
Thanks for listening!
I tell my coaches and the environment around me and everybody who's sharing stuff about our gym to just tell their personal story and to realize that them sharing their story may change that life for somebody next to them who's sitting at home and maybe close to losing their independence or maybe seeing themselves start to deteriorate.
Speaker 2:Hi everybody, I'm Jay Croft, and welcome to the Optimal Aging Podcast, where we discuss the business of exercise, healthy living and well-being for people 50 and over. Each week, we explore what healthy living means for millions of people over age 50 and what's coming next, with a focus on communications, content and making powerful connections. This week's episode is supersized and special, with not just one, but three great guests. Each of these gym owners uses my content marketing service, Prime Fit Content, and they each do something special with it, putting their own unique spin on their websites, social media posts and email newsletters. I've been impressed with lots of my PrimeFit content subscribers because they all run successful businesses and are smart about their content and communications.
Speaker 2:I chose these three because recently they've all posted material that made me go, hmm. First up is Micah Morgan, Tampa, Florida, who's had a gym MM Fitness for several years and recently expanded with Temple Terrace Fitness, focused on folks over 50. Micah loves taking photos of his members in the gym and in community spaces and I love the way he interacts with them and is very determined to keep his focus on them where it belongs. Interacts with them and is very determined to keep his focus on them where it belongs. I'll put Micah's contact info in the show notes, same with the other two guests whom I'll introduce briefly after we hear from Micah.
Speaker 3:So I do a lot of community events. I just had one a couple of weeks ago at the Lightfoot Recreation Center and we had about 20, 21, 50 plus members come in and they enjoyed the bootcamp. They were flipping tires, they were doing battle ropes, they were doing kettlebell squats and they were like we never do this. Yeah, like they participate in a lot of silver sneakers classes, which are great, and they're very active.
Speaker 3:I like the term active aging, I got that from you. They're a very active aging community. So they're in there at least three times a week doing like Pilates and some of the silver sneakers classes, but they've never touched the kettlebell. They've never done any kind of strength training that involves bars or dumbbells, only bands. So it was a great change of pace and they reacted very positively and very encouraged to do more. So I showed them that they can do more and I think that opened up a new sense of motivation for them. So a lot of them came to Temple Terrace Training and I offered a free week of personal training. So a lot of them took that offer.
Speaker 2:Okay, that's great. That's kind of what I wanted to talk to you today about is, you know, you and I have been working together for a little while like a few weeks, a couple months and in that short time I've been really impressed with how you spotlight your members. You take a lot of photos and a lot of videos of your folks and you use them really well and I've liked that for since I've known you. But then a week or two ago you posted one of a woman who was I don't know if she was at this rec center or at a senior center Sounded a little like she was at church because she was preaching about you and how wonderful you are as her trainer, and she was telling these other peers of hers that they need to take care of themselves and exercise and to come see you that kind of thing, and she was incredibly persuasive. Tell me about that kind of thing, and she was incredibly persuasive. Tell me about that. Micah, why and how are you so active with your content and your photos and videos?
Speaker 3:Yeah, I mean it started when Instagram first came about. I think that was back in 2009, 2010. I'm a firm believer in spotlighting people that are doing amazing things and giving them recognition. So, you know, in my phone I have more pictures of people I trained in my family. You know. It's like I could date back to like when they were younger and until today, because I train people for a long periods of time. So I make sure that I take pictures, I share them on Facebook and Instagram, I tag them.
Speaker 3:It's good for brand awareness. It's good to give people recognition because everybody loves, you know, to be applauded. It's also great to see people that kind of look like you and kind of in your same, you know, fit, your same shoes, to see them actually doing exercise Right. So it kind of encourages people that are intimidated and thinking that they can't do these things and you see their friends doing it and it's like oh, wow. And then the positive reinforcement with their testimonies and smiling and high fiving, like all of that like breaks that barrier and smiling and high-fiving, like all of that like breaks that barrier. So it's great for marketing, but it's also, I think it's more for just motivation for my members and we use a lot of these pictures and videos to show them a month after the progression so you could see their transformation. You could see some of the body fat coming off. Their face looks smaller, they're standing up more straight. You see definition. So I kind of use them for progress pictures and progress video as well.
Speaker 2:You do all of this on your phone.
Speaker 3:You don't bring in an expensive professional camera crew to do this high def, but I do sometimes bring professionals. We do professional photo shoots. So we had one year we had a calendar shoot, right, and every month I had a member take a picture. It was like a professional fitness shoot and they had their own motivational word and a little you know, a little description about what that word meant to them. So they were in a page of this calendar that we printed out, professionally, printed out and gave to them. So they were in a page of this calendar that we printed out, professionally, printed it out and gave to them. So I do little things like that. I do hire professionals to do photo shoots so they can keep it and to show them like, look, you are the star, you are doing something great, you're looking great and you're feeling great. So documenting that on a photo and a video, it's just a great thing for them to keep forever.
Speaker 2:Yeah, what kind of response do you?
Speaker 3:get from people, the ones you put in the photos and the videos, but then also people in the community or people who come in and they say hey, I saw my friend Sally working out at the gym and she was flipping a tire and I asked her about it at work and she told me you know you're located here, so I just showed up because I want to flip the tire like my friend If she can do, it can do it too. So I mean, it definitely spreads throughout, locally, around my area, which basically what I I want to do how do you get people to participate in this?
Speaker 2:or? Or do people ever say, oh, I can't do that, my hair looks bad, or I don't like to talk on camera or don't take my picture? I mean what? Or do people always just really happy to do it? You know, some people kind of push me away, like, oh there goes michael with that camera again, or don't take my picture, or are people always just really happy to do it?
Speaker 3:Some people kind of push me away, like, oh, there goes, michael, with that camera again. And I ask but deep down, we all like some sort of attention and I always say, look, you're doing something that will. It's not always about you, it's about other people that are watching you. You might motivate somebody today and change their lives just by me showcasing you on a video or taking a picture. So it's true, but I let them know like, look, if you don't want to be, you know you might have a bad hair day to day and I get it, and I'm not going to take a picture of you. So I'm not going to do it without you know the okay. But sure, most times they like it, because that's part of the experience at MN Fitness and Temple Terrace training is look, we're going to show the work that we're doing, we're going to show that we're having a good time and your friends and family are going to see what you're doing.
Speaker 2:Okay, and then how do you measure success about this kind of thing generally and then maybe, but maybe also in particular, like do you look at number of likes, do you record, do you talk to people who come in and say, you know, were you moved by our content, what? Or do you just put it out there and not worry about its success?
Speaker 3:I don't really worry about the success too much, but I can tell you that me doing this content for so many years because I don't have a big marketing budget I'm doing better, but I don't run Facebook ads or anything like that.
Speaker 3:I think the organic stuff really touches people's hearts and I try to focus on just the emotion of my pictures and my videos more than just like somebody doing a deadlift. You know what I'm saying. So I think that really brings people in in a marketing sense, because they do see me all over Temple Terrace, tampa, doing content, recording my videos, recording my bootcamps, and a lot of the word of mouth spreads just through social media. I think I would say about 50% comes from videos and pictures that not just me posting it, but the people that are in these videos. They share it right, because they're proud. They're proud. So, yeah, it helps word of mouth. And then Google helps a lot as well. So a lot of people come in through Google and I make sure I update my Google account all the time with pictures and videos as well.
Speaker 2:So yeah, and I like how you use when I give you something for the newsletter. You sometimes will swap out the photo that I gave you with a photo of your people, which is so smart because you do want to reflect. You mentioned you want people, want to see people who look like themselves, and sometimes the photos that I have to use are extremely posed in studio shots of models and rather have real people in them. And you've got all these great photos of real people, yeah it's kind of overwhelming.
Speaker 3:I have so much like thousands. I have to put that into a folder and really give that to you. But I love the content that you do supply me with, because a lot of these uh articles I it fits someone that I trained, yeah, yeah, you know. So it man, I remember this woman I trained back in 2013 that ran this marathon and she was 60 years old. Like I could find these things and put it because I've been doing this for a while now. So, yeah, it's just great content and we have real life people that have done these things and accomplished these tasks.
Speaker 2:Any tips for gym owners out there who want to do more of what you're talking about, like just real practical things, like any kind of settings to use on your phone or any kind of questions to assure people they look fine or how to store them on your computer anything at all.
Speaker 3:Yeah, I would say, don't double guess yourself. Ask before you do take pictures. Do it consistently, do it daily. One picture can create one new client. And, you know, don't think that it's not touching anybody emotionally, because sometimes you giving people shout outs, especially on social media, might turn their day around and they feel like they have accomplished something. And I would say, just take. It only takes five seconds to shoot a picture and all you need is 15 seconds of video of someone just smiling and saying they're enjoying themselves. I wouldn't do too much of the sexy workout content. I would do more of the emotions over movement type of content. So people have a fun, people in your demographic that you're trying to attract. Make sure you focus on them, right. But yeah, do it once a day, it's not that hard, and just post it. Don't hold it in your phone, don't second guess yourself.
Speaker 2:You know, I find a lot of people want will only put out photos that are perfect, and by perfect I mean the lighting has to be just right and everyone has to be smiling and looking right at the camera, and then, if they're not perfect, they won't post them and it's like no, that's the beauty of the digital age, man is we can take so many photos that they don't have to be perfect. No one's even expecting them to be perfect, right?
Speaker 3:Yeah, and the algorithms change all the time. I recorded a 15 second video of members entering my gym and leaving my gym and I didn't talk or nothing. People were smiling coming out of the gym, people were coming inside the gym. That did 20,000 views and just posted it and I just said you know, another day at the gym or something and you just never know. So just yeah, this didn't see, just keep posting content because you never know what hits thanks, micah.
Speaker 2:Next is Jake Tryon of BiFitness Gym in Houston, who also opened his second location not too long ago. Known Jake for a while now and just last year, after a hurricane caused a lot of devastation in his community, I saw him at a conference in LA and we spoke about how he and his business had reached out to those who were suffering, even opening up his gyms to people who had no power or water. Jake's a big believer in supporting the community and his big heart will be apparent from this conversation, as it is in his business communications.
Speaker 1:For us at Tri Fitness, the biggest thing that we're trying to do is make sure that every single place we go, that we're not just a gym, we're not just a place to come in and get healthy, but we're also outwardly trying to promote wellness and connectivity and love and support and growth and a safe space and all of those things that we actually really believe in and what we've created, but outside of the gym as well actually really believe in and what we've created, but outside of the gym as well. And so the biggest deal for us is to make sure that we're choosing a charity or choosing an organization or things like that on a consistent basis to provide support for. And then our clients. We send out cards. Every time a client ends up with an injury or they have a family death or something happens, we make it a point to go out of our way and there's an actual process.
Speaker 1:I think they're called send out cards. I can't remember the exact brand, but for a business owner it's a great deal, because you just put in the little message. It'll automatically send it to them. But it's a way for you to show that you truly do care about your clients, and I was doing it all by hand when we started in the garage in 2017, 2018. I mean, I was writing out. I literally right around me right now I have little cards that say you know the world needs more of you, or you know, keep shining or stay bright, or whatever that is, and I would go and just by hand write them all out. But I met a lady one day I think it was at a BNI, and she was selling this and I was like, well, let me find out more. So, like I said, it's called send out cards, I think. But that's a good way to also get back to your clients and make it easy to engage with them.
Speaker 2:After a hurricane. I remember you did a lot of work there and I know you all have a lot of hurricanes, but I believe you were letting people come in and use the facilities because a lot of people were without power, without water. So that's pretty extraordinary to open your business to people in need.
Speaker 1:Yeah, I think the gym came out of a need in general. I needed a space to where I could go and feel comfortable and to grow and to learn and not feel too pressured. And that's how I felt in most gyms and I have PTSD from the military and I'd go into a typical gym and unfortunately, a lot of times it's already intense. Everybody's trying to compete and they may just be competing with themselves, but I feel that energy at a very high level with hypersensitivity. So in a typical environment I wasn't comfortable. So whenever we see things like whether it's a major freeze or a hurricane or something like that, even during COVID we literally gave out our equipment. We didn't make anybody pay. We made them sign a piece of paper. They could take it home, come and get it and use it when we were shut down. So no matter what it is that's going on in someone's life, we try to make sure that we provide whatever we can.
Speaker 2:Yeah, you also do a lot of videos and photos of your community and of your members. Why do you do that? What's the motivation? I think it's great. Obviously it's one of the reasons I wanted to talk to you. But tell the folks why you go that and make that extra effort to put the spotlight on your people what it's all about for us.
Speaker 1:Our community is what we're dedicated to and without them we wouldn't exist. If our community isn't supporting us, we can't have a business, and whether you're for-profit or a nonprofit, your community has to come through the door and provide that actual support and perceive that value of what you're offering. So I think it's very important to highlight their milestones as well. So when they're putting through, today we took a picture for a lady who's been with us for right around six years 975 workouts.
Speaker 2:Hey.
Speaker 1:That is amazing. Those are the things that blow my mind. And at the same time, we took a photo for a young lady who has Asperger's. She has learning disabilities. She's been with us now for about I don't know four and a half months and she took her 50th workout photo today.
Speaker 1:And we don't just take the photo and walk off. We say, hey, this was an amazing accomplishment for you to come through the door this many times and stay consistent. Thank you for giving us a chance. Thank you for giving yourself a chance and staying dedicated to a healthy and connected and loving life. And we're so much more than counting reps and sweating. That's really total opposite of what we approach. Our philosophy is caring, connecting and coaching, and we spend a multitude of our time really caring and connecting rather than coaching. And that's really, I think, the biggest difference is we truly value not only the exercise part, the health part, the engagement part, but also creating a space where they feel respected and they feel elevated and they feel like they are being created with that respect that they deserve.
Speaker 2:And it's working. You just opened your second location about a year ago, I think.
Speaker 1:A year and three months now, that's great.
Speaker 2:So the connection part is what I want to focus on. How do you see that? I see everything in the lens of communications and contact, because that's what I do, but I'd like you to tell me how you see it. The photos and the videos and the community support how do you use that and I know it's not your motivation, but I don't think there's anything wrong with talking about it strategically either how do you use all of that to make those connections and to get the word out there about you, jim?
Speaker 1:to make those connections and to get the word out there about you, Jim. Yeah, I think for us, whenever our clients join in the initial, we make sure that they feel comfortable with that first off I think that's a big deal for a fitness professional or gym owners is, if the individual don't feel comfortable with sharing those photos, make sure you understand that. I wouldn't say just start throwing photos out there. I don't think that's a good approach, especially in the environment we're in. So just first off, be cautious and that sounds dampering it a little bit, but make sure that the clients want to be photoed, make sure they're excited about it and make sure that they are willing to let you put it on social media. Yeah, and I think that's a big point to hit real quick.
Speaker 1:But the main thing for that is to show them and show their families and show the people that they love that they're doing this, that they are a part of this and that they're taking control of their own health. And for us that just brings a lot more value to the community because they see, oh, Sally's going there, she's getting a lot out of it, she's been there 175 times and she's 85 years old. I'm only 60. I can do that too.
Speaker 1:And if you're not empowering your clients, if you're not helping them to see those things that they can do to overcome all of the things that aging which I don't necessarily believe really starts to make you limit your life, right and we're trying to totally opposite that right. We're trying to show people that are capable, that are able, that are consistent, that are dedicated, and so that just really cements it for not only our clients but also for my coaches and for the rest of the community around me to be able to say, hey, this place is doing something a little bit different. There's a reason this person's been there 350 times. Maybe I need to go check it out, or maybe I should walk through that door.
Speaker 2:What I've always liked about your approach is that you keep a spotlight on your members, and I talk to a lot of gym owners and trainers who want to talk about themselves all the time and take a lot of selfies and pose with their shirts off and all of these things about how great they are and you know that's. I guess that has its place sometimes. Maybe I don't know, but I wish more of them would hear the kind of things that you're saying, which is, the focus has to be on your customer, not on you, right?
Speaker 1:Yeah, and I think obviously I made some of those mistakes in the beginning. I think consistency matters. I've been doing this for now, in the civilian world, since 2011. So 14 years of mistakes that's part of it. I'm not saying I was perfect every step of the way, but I think, as I learned from you and I learned from Dr Dan I learned from all of the other individuals out there more and more about how you've got to spotlight the client and I think at first, as a fitness professional, you feel a little bit nervous about that, because you don't want to ask them or you don't want to burden them, or you feel like maybe it's too much because they're already paying you. You don't also want them to market, but they're your best story. They truly are your work. This is what you've done with your hands. So show the effort that you've put through the door. I mean, show the effort that you've put in to help them to come through the door and get results.
Speaker 1:Yeah, and I had a meeting today. Every Friday we do a coach's meeting and we review all of our clients and go over anything new or any hot topics, and today my thing was getting them to seek out more reviews and the thing that I say is that are you thinking every single day that you're changing lives? Do you believe that Every single one of them raise their hands and do you think that more people need their lives changed? They also raise their hands, and I said so. Just ask your client if they have a moment to share the story that they've experienced. Don't ask them to elaborate beyond or they have to give a certain type of review or anything else. Just have them share a little bit of the story that they've experienced with you inside your facility, and that's the bread and butter. That's where you're actually going to get that impact, because they're going to say something that you never could have ever conceived of, because you're not in their shoes. You're not a 78-year-old woman who had a knee replacement and is 120 pounds overweight, but she's worked out 300 times in a year and a half and never thought she would. You know that's a big deal.
Speaker 1:So I think I tell my coaches and the environment around me and everybody who's sharing stuff about our gym to just tell their personal story and to realize that them sharing their story may change that life for somebody next to them who's sitting at home and maybe close to losing their independence or maybe seeing themselves start to deteriorate. They don't know where to go and they're truly, you know, as a gym focused on 50 plus, we're very unique. There are not that many people out there. We're getting bigger.
Speaker 1:Thank God there's more of us coming out, but being focused on functional movement patterns that keep people able to live independently and able to spend time with their loved ones and able to do the things that they need and want to do. That's a big need in our society, and so that story needs to be shared more, and we need to be allowing more people to be empowered and to feel strong and to feel capable and to be met where they're at and I think that's a big downfall is, if you fail to ask for the share or you fail to ask for the review, you're going to have a hard time growing your business. It's really not going to be good for you in the long run if somebody else isn't also sharing that story yeah, very well said.
Speaker 2:I was sitting here listening to this and thinking of all the how, all the things that, uh, you just said better than I have it, but the points are the same and that asking and listening and being respectful, it's all you got to do. It's very, very rare that someone says no if you do, and and don't take it personal it's all you got to do. It's very, very rare that someone says no if you do.
Speaker 1:And don't take it personal. That's the other thing I would say. As a business owner, as a fitness professional anybody in business, I think it doesn't have to be a fitness professional you take it personal, especially in the beginning when you don't make the sale or somebody that doesn't show up for a consult. So you've got to get over that. The quicker you can get over that, the further you're going to go and just ask for support, ask them to share their stories, make it easy for them. That's one of the things we do at the gym. Everything about my business process has been how can I make this easier? From the exercises, from the marketing, from franchising, like we are now, everything is about ease.
Speaker 1:We have a 20,000 square foot gym next door to us. Literally there's nobody in between us and we're at 3,500 square foot gym and we have a 20,000 square foot gym next to us. But if you walk into that gym and you say I'm 65, I have diabetes, I just had my right knee replaced, I'm finishing physical therapy in three months, I'm looking for somebody to help me, they're going to be like oh, we got this one guy, mike. He's real good. He's here on Tuesdays and Thursdays from four to eight so maybe you could train with him. So then you're like Tuesdays and Thursdays I've already got yoga class right. So there's no access. There's no access to this individual that's looking for that need and that help.
Speaker 1:At our gym you can come and go as you please, you can join any session any time and get personal training and that, to me, is the caring I've literally made it to where it's truly accessible and truly adaptable to every single person.
Speaker 1:And our tri-fitness system teaches people how to care and how to keep the actual client engaged in a way, to where then they are going to want to go and share that story, they're going to want to go and express those feelings and they're going to tell their doctor and they're going to tell their cousin and they're going to. They become raving fans. And it is because we make it easy to adapt, it's easy to show up, it's easy to do the exercises. We've tried to find the most manageable exercise as possible for our clientele, because we really train people who aren't fit familiar. 90% of our clients would not go work out anywhere else if it wasn't for having it to be at ease of access, very adaptable to them. But I think with marketing it's got to be the same way. You've got to make it easy for them to share your story.
Speaker 2:Well, you do, and that's why I called you and I was going to ask you for some, to give some tips, but you already have. You've given a ton of good tips for anybody out there listening who's a little shy about this or reticent for whatever reason. You've really addressed a lot of that and you know, I was a newspaper reporter for many years, so we learned very early as reporters to ask anyone anything. Right, and there's a nuance to it and there's a different approach's a nuance to it, there's a different approach to it. But it's very rare that people say I don't want to talk to you and now in this, in this environment, you ask people to. Hey, I'm talking to folks about their fitness journey. Would you mind if I asked you about yours? It's really rare that they're going to say no, so good for you. That's really important.
Speaker 1:And just staying consistent with it too. I think that's the biggest thing is stay consistent, show up for them, show up for your following, show up for your Facebook, show up for your LinkedIn, whatever that is. You got to make that, and it may not be your best, but being consistent is better than waiting two weeks for your best.
Speaker 2:Oh yeah, absolutely Well, jake. I want to thank you. Oh yeah, absolutely Well, jake, I want to thank you. I'm sorry about the snafu with the furniture, but I want to thank you for your time and your insight and, as always, your passion. It's really great to talk to you.
Speaker 1:Same thing, jay. I appreciate you, appreciate everything you're doing for the industry. Continue to do that. This is such a big need. I mean we truly are changing lives at Tri Fitness, and I know every other gym out there is too. It's needed, it's's big, so thanks for sharing it thanks, jake.
Speaker 2:Next is lisa grace right of your personal best training studio in corpus christi, texas. Lisa was one of my very first prime fit content subscribers. She's been with me from the start more than five years ago, and I love what she's doing with her studio and her content communications. She also uses a lot of photos and videos of her members in her content. She has become something of a video master lately, which really caught my eye, probably because I've always been a little intimidated about doing video myself. I need to get over that and with Lisa's help I just might do it.
Speaker 4:Because I want to see how much of our demographic is on Instagram. But from Instagram we push it to Instagram stories, facebook stories, we push it everywhere that we can possibly push it. But that's what those videos are and I do all the video editing. Hey, I do all the video editing and I do it on Instagram. It can also be done on TikTok. I've heard the editor on TikTok is better. I do a little bit of editing on Canva. I do a little bit of editing on Canva. I do a little bit of editing on InShot, but mostly I've just become super familiar with Instagram.
Speaker 2:Okay, Let me ask you about that the reels, Some of the reels seem to be and maybe I'm making this up part of it is like B-roll and part of it is you. Is that correct Sometimes? Yep, how do you do that? Where do you get the B-roll to spice it together? Or do you get the real kind of setup for you and then you just drop in your own stuff at certain spots?
Speaker 4:No, I mean, the only thing I have to begin with is scripts. So I have scripts for the month and all of our content. I think very much like how you put content together, because I do read what you do. It's just that I'm already established in another situation. It's very similar, though.
Speaker 4:There's like a theme for the month and we typically cycle themes. So in other words, one month, the theme for the whole month is going to be heavy on functional fitness or mobility or self myofascial release or whatever. So four times a year, each quarter, we cycle through three subjects. One is heavy towards exercise, core workouts, travel workouts. We have a theme One of the months each quarter we do the theme heavy on nutrition crockpot recipes or we did beat the bloat last month, how to get rid of gut bloat, and because I don't care what anybody says, nutrition is a huge part of it. It just is. Nobody wants it, they want to be just exercise without it. But that's not how it works. But that's not how it works. It's not how it works.
Speaker 4:So I know in Mastermind, in the functional aging, they called me the fat loss queen because I wouldn't ever say no to working with nutrition. We now have a precision nutrition, one coach and staff, and I just hung up with her before I hopped on with you. So she and I meet weekly developing our programs and stuff, but anyway. So one month exercise, one month nutrition, and then the other month is mindset, because if you don't have a good mindset, you cannot get anywhere with the exercise or the nutrition, because you don't care or it's not important to you. So we come at mindset from many different directions. So then, within the theme of that month I have I told you I have. So Juan and I are partners. We run the business. I have five coaches who are all functional aging specialists. Besides Juan and I and I have two administrative assistants, my five coaches.
Speaker 4:So here's how I look at it. Guys, or whoever's watching this or listening to this, they are what I have to sell. There's not a magic treadmill, it's not a magic pill, there's not a magic piece of equipment. Even in the four walls, it's not magic. That's not where the magic lies, it lies in relationships. And so our coaches are our treasure chest. And so what I do with Reels is I have the scripts, I edit the scripts, I edit the scripts, I get AI to give me some.
Speaker 4:I aim for 30 second videos or less. I aim for that. I want them to be a lot of content, a lot of good music, usually oldies of some sort workout music, a lot of journey, a lot of Fleetwood Mac just really good music. And so what I do is I get it as prepped as I possibly can and then I shoot it out to my coaches. First come, first serve. They pick the ones that they want. They are the ones who do their own video shorts. So what I tell them, it has to be a minimum of six seconds, up to 30 seconds. Sometimes I want five video shorts long and I've taught them to do it very fast. I don't want them to edit it. I prep all of this in Google Drive and I just send them out the Google Drive link. They have to load their video content into a folder or their reel their day.
Speaker 2:That's it, okay or their reel, their day.
Speaker 4:And that's it. And at night I sit back in my chair, four nights a week, 45 minutes glass of wine, maybe I edit that into a reel and I have an alarm that goes off at 5.30 the next morning. I'm up anyway and I shoot the reel out. It's not scheduled and everything is coordinated. So that calendar that you send out, that's my April calendar, it is. And so every block of the calendar it tells which reel goes out. We do carousels, we do connection posts.
Speaker 4:So I think that's another thing you've probably seen where I actually once a week put out something literally that's me or Juan, but mostly me because, again, I'm the avatar. So we do eBooks monthly. That's another thing that I create monthly. I'd create an eBook every single month. We have a huge library of eBooks, the basic idea of the eBook. It's coordinated with the email that goes out. And so by the time a client comes to us and one of the questions Juan does all of our sales, he's my partner One of the questions he always asks is how did you hear about us? What I want people to say? And this is what I want people to say, and if they're not saying it, then we're not doing enough. I want them to say I don't know, you're everywhere. That is what I want. You're everywhere and we are. We're Google, we're two LinkedIn platforms, we're Instagram, we're Facebook. We're Facebook Stories. We're Facebook Reels, facebook Stories. We're YouTube.
Speaker 2:Yeah. So let me ask you what do you do with AI and why are you not afraid of it? Because a lot of your peers, a lot of a lot of your peers, a lot of people I work with, who are just like you in the sense that they are catering to the same audience, but not like you in the sense that they're they're not fearless about it. Is they're afraid of ai or they they're still just learning how to use facebook and they can't even imagine learning ai. Yet you're not afraid of it. You're using it. Tell me about it. What are you doing with ai?
Speaker 4:oh my god, do a lot with AI. I'm probably on AI at some level every single day. I mean, it's even a good therapist.
Speaker 4:I said but here's the coolest thing about AI. You know, I think I the first year I was messing with AI, I was a little nervous about it, but again you start to find out your friends and who's using it and how they're using it and things like that. So I'm also an artist and so I use it with my art and things that I do. We also do book studies as a team and I learned to take I read a chapter of the book and then I ask it so AI okay, I'm going to try to say this short AI, because I've been using it for a couple of years and I finally do the paid-for version. It's worth every penny, every penny and then the time that it saves me. But I'll go in and go. Hey, I just finished.
Speaker 4:You know Chapter 8 of John Maxwell's Everybody communicates but few connect. And I said I'm meeting with my team this Tuesday and I need remember, you know we're working with small groups six to eight people. So I give a little brief detail bullet point details to AI and I just said I need the very best question that each person in the group can share an answer in two minutes or less. There it is. I rarely have to correct it and I stay transparent with my team. You know, they know I'm reading everything, but I said, hey, I spit off this question. I think it's a good one, let's go for it.
Speaker 2:Thanks to Lisa, and again to Micah and Jake. Again, I'll list how you can reach each of them in the show notes. I'm sure they'd love to hear from you. It's not just their willingness to communicate with their folks that's so impressive, it's their determination to serve their communities that really shines through. So I want to thank all of them and all of my Prime Fit content subscribers for doing this important work and for letting me help them. Help others in their own hometowns. Thank you for listening to the Optimal Aging Podcast. I'm your host, jay Croft of Prime Fit Content. I hope you enjoyed it and I hope you'll subscribe, review and tell a friend. All of that helps me grow my audience. I hope you'll share any comments you have with me, including suggestions about people I should interview and topics I should cover. You can learn more about my newsletter and content business at primefitcontentcom and write me at jay at primefitcontentcom. Again, thanks for listening.
