Training, Marketing, and Aging Well: Lessons from Veteran Coach Andrew Coates
Optimal Aging
In this episode of The Optimal Aging Podcast, host Jay Croft sits down with veteran strength coach and fitness industry educator Andrew Coates for a wide-ranging conversation about aging, strength training, and building a sustainable fitness business.
Andrew shares practical insights on training adults over 50, why community and human connection matter more than ever, and how gym owners can grow without burning out or chasing online fame. From bone health and fall prevention to marketing through relationships and word-of-mouth, this episode is packed with real-world wisdom for coaches, trainers, and anyone who wants to age well and stay strong.
Whether you’re a fitness professional serving older adults or someone navigating midlife yourself, this is an honest, thoughtful conversation you won’t want to miss.
⏱️ Episode Timestamps
00:00 – Social media connections vs real relationships
02:00 – Why reaching out still matters
03:00 – Outsourcing, energy management, and aging
05:00 – Productivity guilt and reclaiming downtime
07:00 – Training adults 50+ and market opportunity
09:00 – Word-of-mouth growth and client experience
11:00 – Community, culture, and human connection
13:00 – Strength training, bone health, and aging
15:00 – Speed, power, balance, and fall prevention
18:00 – Sponsor: Prime Fit Content
19:00 – Marketing without burnout
21:00 – Lessons from RP Strength and media
23:00 – Why local gyms shouldn’t chase online fame
25:00 – Becoming “Five-Mile Famous”
27:00 – Using a local podcast to grow a gym
29:00 – Why people crave real connection again
31:00 – Aging, mindset, and identity
34:00 – Longevity lessons from active older adults
36:00 – What won’t change in fitness and business
38:00 – Where to find Andrew Coates
👤 Guest Information
Andrew Coates
Andrew Coates is a veteran strength coach, writer, speaker, and host of the Lift Free and Diet Hard Podcast. With decades of experience training clients of all ages, Andrew is known for his practical, evidence-based approach to strength, longevity, and coaching older adults.
Connect with Andrew:
- Instagram: https://www.instagram.com/andrewcoatesfitness
- Podcast: Lift Free and Diet Hard
🎧 Sponsor
Prime Fit Content
Prime Fit Content helps fitness professionals attract, educate, and retain clients over 50 through simple, effective content marketing.
🔗 Learn more: https://primefitcontent.com
🎤 Host
Jay Croft
Jay Croft is the host of The Optimal Aging Podcast and founder of Prime Fit Content. His mission is to help fitness professionals better serve adults over 50 while promoting strength, independence, and healthy aging.
📬 Contact: jay@primefitcontent.com
👍 Calls to Action
- Subscribe to The Optimal Aging Podcast
- Share this episode with a coach or gym owner who works with adults 50+
- Visit https://primefitcontent.com
to learn more
Rethinking Fitness for 50+: Non-Linear Thinking, Systems & Stability with Chris Liddle
Optimal Aging
In this solo episode of the Optimal Aging Podcast, guest host Chris Liddle takes the mic to explore why the traditional, linear ways of thinking don't serve aging clients or the fitness professionals who work with them. Drawing from his experience coaching adults 50+ both online and in-person, Chris dives deep into non-linear thinking, systems design, and holistic strategies that foster client trust, retention, and business sustainability.
You'll learn why older clients aren't less motivated—they're simply less tolerant of friction. Chris shares actionable strategies for fitness professionals to better serve this powerful demographic by rethinking how they show up, structure sessions, and design long-term career stability. He also explains why Jay Croft's book Selling Longevity is essential reading for your 2026 business plan.
If you serve people over 50 or want to build a resilient fitness business, this episode is packed with insights you can put to work right away.
Guest Host: Chris Liddle
Instagram: @christianliddle
Mentioned Book:
Selling Longevity by Jay Croft – https://a.co/d/iumKfjT
Episode Topics & Timestamps:
00:00 – Introduction by Chris Liddle
01:00 – Why linear thinking fails with aging, fitness, and business
03:00 – What is non-linear thinking? And why it matters after 40
04:00 – Systems thinking: Creating calm, consistent client experiences
05:30 – Case study: The impact of trainer punctuality
06:30 – Nervous system regulation and gym environments
07:30 – Why older clients quietly leave broken systems
08:00 – Another example: Listening to client feedback and adapting programs
09:00 – Holistic thinking: Seeing beyond just the workout
10:00 – Why older clients care about gym cleanliness, systems, and trust
11:00 – Linear vs. lateral income thinking in fitness careers
12:00 – What’s a media kit? How trainers can stabilize income
13:00 – Ethical brand partnerships and user-generated content
14:00 – Enhancing income stability with strategic collaborations
15:00 – Time to reflect: Audit your systems, time, adaptability, and fragility
17:00 – Why Jay Croft’s book Selling Longevity is a must-read
18:00 – The power of clarity, messaging, and Prime Fit Content
20:00 – Using guest experts like dietitians to build trust and results
21:00 – Nutrition’s role in holistic client transformation
22:00 – Divergent thinking and designing calm, reliable systems
23:00 – Final thoughts: Which system, if improved, would make the biggest impact?
Resources Mentioned:
- Selling Longevity by Jay Croft – https://a.co/d/iumKfjT
- Prime Fit Content – https://primefitcontent.com
🎤 Host: Jay Croft
Helping fitness professionals grow businesses by reaching people over 50.
🌐 Website: https://primefitcontent.com
📧 Contact: jay@primefitcontent.com
📱 Instagram: @primefitcontent
👍 Enjoying the show?
- Rate us on Apple Podcasts
- Share this episode with a friend
#OptimalAging #ChrisLiddle #FitnessOver50
6 Common Pitfalls Gym Owners Face (and How to Avoid Them)
Optimal Aging
As the year winds down and business stress kicks up, it's easy for gym owners and fitness professionals to fall into familiar traps. In this solo episode, Jay Croft of Prime Fit Content breaks down six common pitfalls he sees gym owners make—especially when trying to grow with more clients over 50.
From cutting communication when money’s tight to relying too heavily on social media, Jay offers actionable advice rooted in real-world conversations and personal experience. If you’re trying to reach and retain older clients, this episode is packed with wisdom to help you stay the course and grow smarter—not just harder.
What You’ll Learn:
- Why cutting marketing during slow months is a major mistake
- How often you should email your list (and why two emails a week is just right)
- The role of consistent storytelling—including from outside your gym
- Why social media is not your best marketing asset
- What over-promoting discounts can really cost you
- Why AI can’t replace authentic, human communication
Timestamps:
00:00 – Intro: Why pitfalls creep in during stressful times
01:45 – Pitfall #1: Cutting communication when money's tight
04:00 – Pitfall #2: Thinking two emails a week is too much
06:30 – Pitfall #3: Avoiding stories from outside your business
08:45 – Pitfall #4: Relying mainly on social media
10:20 – Pitfall #5: Overloading emails with promotions
12:30 – Pitfall #6: Believing AI can replace human connection
15:15 – Recap of all 6 pitfalls
16:00 – Final thoughts and encouragement
🎤 Host: Jay Croft
Jay is the founder of Prime Fit Content, the only content marketing service specifically built to help fitness professionals grow their businesses by serving people over 50.
🌐 Website: https://primefitcontent.com
📬 Email: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
🔗 LinkedIn: https://www.linkedin.com/in/croftjay
👍 Rate the show on Apple Podcasts
📥 Join our newsletter – https://primefitcontent.com
📱 Follow us on Instagram – @primefitcontent
Loved this episode? Share it with a fellow fitness pro who serves clients over 50!
Fitness as a Gift: Holiday Promotions to Attract New Clients
Optimal Aging
In this episode of The Optimal Aging Podcast, host Jay Croft shares simple yet powerful holiday marketing ideas for gym owners and fitness professionals who serve clients over 50.
From creative gift cards to recovery kits, Jay outlines 10 fitness-themed gift ideas that are easy to launch and designed to grow your business during the holiday season. You’ll also hear how cross-promotion with local businesses can amplify your reach, and how to connect with GLP-1 users who’ve lost weight but aren’t yet exercising.
Whether you're looking for quick wins or long-term client growth, this episode is full of practical strategies to make fitness a meaningful gift this season — not just a transaction.
🎁 Episode Topics
Holiday Fitness Gift Ideas
- Jay’s top 10 gift ideas like “Give One Get One,” partner sessions, starter packs, and more.
- Tips for creating low-barrier entry points for newcomers.
Cross-Promote with Local Businesses
- How to collaborate with salons, cafes, bookstores, and wellness providers.
- Turn single visits into community-building events.
Reaching GLP-1 Users
- Understand the needs of clients on weight loss meds.
- How to position your services as the “next step” in their health journey.
🕒 Timestamps
00:00 – Intro: Fitness as a holiday gift
01:00 – Why shared experiences are powerful gifts
02:00 – Jay's 10 fitness gift ideas
06:30 – Partnering with local businesses
08:50 – Reaching GLP-1 users with inclusive messaging
11:50 – Turning guests into long-term clients
13:00 – Jay’s book + how to connect
🎤 Host: Jay Croft
Jay helps gyms grow with targeted marketing through Prime Fit Content. He’s also the author of Selling Longevity, available on Amazon or his website.
🌐 Podcast Website: https://primefitcontent.com
📬 Email: jay@primefitcontent.com
📱 Instagram: @primefitcontent
🔗 LinkedIn: https://www.linkedin.com/in/croftjay
👍 Rate the show on Apple Podcasts
📥 Join our newsletter: https://primefitcontent.com
📘 Buy the book Selling Longevity on Amazon or at https://primefitcontent.com
💬 Loved this episode? Share it with a friend or tag us using #OptimalAgingPodcast.
Capture Better Photos for Your Gym Events, with Jenni Girtman
Optimal Aging
In this episode of The Optimal Aging Podcast, host Jay Croft is joined by veteran photojournalist Jenni Girtman, who shares practical, low-tech strategies for taking better photos at gym events. If you're running a fitness business and working with clients over 50, you know how powerful visuals can be — but most gyms miss the mark.
Jenni breaks down how to prep for events, what to shoot, and how to edit photos so they tell a story and elevate your brand. Even if all you have is a smartphone, her tips can help you create compelling images that attract and retain more clients.
From creating a shot list to simple editing tricks, this conversation is packed with actionable tips anyone can use — whether you're shooting a gym anniversary party or a 5K event.
👤 Guest Name: Jenni Girtman
Bio:
Jenni Girtman is a professional photographer with decades of experience, including photojournalism at major newspapers and corporate event coverage. She runs two Atlanta-based photography businesses — Atlanta Event Photography and Life on Film Photography — specializing in everything from Fortune 500 events to bar and bat mitzvahs.
Links:
- Website: https://atlantaeventphotography.com
- Life on Film Photography: https://lifeonfilmphotography.com
🎯 Episode Outline
Planning Photos That Help Your Business
- Why visuals matter for fitness marketing
- Why most gyms fall short with event photography
Pre-Event Strategy: Assign, Plan, Scout
- Assigning a photographer
- Building a basic shot list
- Understanding your venue and light
How to Shoot Like a Pro (Without Being One)
- Three pillars: fill the frame, clean background, strong subject
- Beginning-middle-end storytelling
- Tips for better smartphone settings
Editing and Posting for Impact
- Simple edits you can do on your phone
- Cropping and filters to enhance usability
- Matching photo format to platform (IG, FB, website)
Bonus: Jenni's Live Photo Review
- Real-time examples of good and bad shots
- What to fix and how to fix it
⏱️ Timestamps
00:00 – Why photos are crucial for gym marketing
01:15 – Meet Jenni Girtman
04:50 – Common photo fails at gym events
06:45 – How to prep: assign, list, scout
09:45 – Capturing beginning, middle, and end of events
13:20 – 3 keys to better composition
20:10 – Smartphone camera settings for quality
28:00 – Easy editing tips for non-photographers
30:00 – Live photo examples from Jenni’s work
36:45 – Connect with Jenni online
🎤 Host: Jay Croft
Helping fitness professionals grow with content that connects to the over-50 market.
🌐 Podcast Website: https://primefitcontent.com
📬 Calls to Action:
- 📘 Book a free strategy call: https://primefitcontent.com/contact
- 📱 Follow on Instagram: https://www.instagram.com/primefitcontent
💡 Loved this episode? Share it with a fellow fitness pro or tag us on socials using #OptimalAgingPodcast
7 Holiday Fitness Messaging Strategies That Actually Work for Clients Over 50
Optimal Aging
This holiday season, ditch the tired “burn off the pie” message.
In this episode of The Optimal Aging Podcast, Jay Croft shares seven high-impact messaging strategies for gym owners, trainers, and health coaches who serve the 50+ population. You’ll learn how to communicate with compassion—not guilt—while keeping your clients engaged and consistent through the holidays.
From practical travel workout tips to mindful eating reminders and ways to foster deeper community, this episode is a complete framework for turning holiday chaos into authentic connection and retention.
What You'll Learn:
- How to replace fear-based fitness messaging with hope and encouragement
- Why older adults ignore shame-based calls to action
- Real-world tactics to keep clients active during travel
- How to highlight community and member wins to build your brand
Timestamps:
- 00:00 – The holiday fitness guilt trip: why it doesn’t work
- 01:00 – People over 50 want support, not shame
- 02:00 – Reflection, connection & gratitude as holiday fitness themes
- 03:00 – Strategy 1: Reframe messaging with positive reinforcement
- 04:00 – Using gratitude and consistency as motivators
- 05:00 – Strategy 2: Promote meaningful self-care (not spa fluff)
- 06:00 – Strategy 3: Smart travel fitness tips for staying active
- 08:00 – Gear to pack + travel-friendly routines
- 09:00 – Strategy 4: Mindful eating without restriction
- 10:00 – Nutrition swaps, healthy recipes & realistic advice
- 11:00 – Strategy 5: Stay visible with social + event content
- 12:00 – Showcase member fun to boost retention and reach
- 13:00 – Strategy 6: Holiday gift ideas + pre-sales that convert
- 14:00 – Promote habits, not resolutions
- 15:00 – Strategy 7: Build connection to build your business
- 16:00 – Final thoughts + where to get more support
🎤 Host: Jay Croft
Jay helps fitness professionals grow their business by communicating effectively with the 50+ demographic.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📘 Book: Selling Longevity on Amazon
https://www.amazon.com/Selling-Longevity-Over-50-Transform-Business/dp/B0FHF6W8FL
📱 Instagram: @primefitcontent
🔗 LinkedIn: Jay Croft
🎧 Related Resources:
- Prime Fit Content for Fit Pros → https://primefitcontent.com
- Travel Workouts PDF – Email Jay to request: jay@primefitcontent.com
👍 Rate the show on Apple Podcasts
📬 Join the community newsletter → https://primefitcontent.com
Love this episode? Share it with your team or tag us on social with #OptimalAgingPodcast.
GLP-1s Aren’t Cheating: Why Fitness Needs a Mindset Shift | Dave Appel, KORB Health Group
Optimal Aging
In this episode of the Optimal Aging Podcast, host Jay Croft talks with Dave Appel, Chief Health and Fitness Officer of KORB Health Group. KORB’s mission is to bridge the gap between medicine, wellness, and fitness, creating a more integrated and accessible approach to health—especially for people over 50.
They dive deep into the controversy around GLP-1s like Ozempic and Wegovy. Rather than viewing them as shortcuts or “cheating,” Dave urges fitness professionals to see these tools as gateways for deconditioned people to finally walk into the gym. This is a forward-thinking episode for anyone in fitness who wants to grow their reach and impact.
Guest Name:
Dave Appel
Bio:
Dave Appel is Chief Health and Fitness Officer of KORB Health Group, where he leads the integration of GLP-1s, hormone therapy, and telehealth solutions into fitness environments. A former PE teacher and gym owner, Dave has decades of experience building programs that meet people where they are and help them transform their lives.
Links:
- Website: https://korbhealth.com
Topics Covered
GLP-1s Are Tools, Not Cheating
- Why the fitness industry needs to stop judging people using medical help to get started.
Dave’s Journey into Integrated Health
- From PE teacher to CrossFit owner to health-tech innovator.
KORB’s Mission and Model
- How KORB is bridging medicine, wellness, and fitness in gyms nationwide.
The Business Case for Gym Owners
- Why GLP-1s can grow your membership and your bottom line.
Serving the Over-50 Population
- Making fitness more inclusive, accessible, and sustainable through tech and telehealth.
🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by reaching more people over 50 through Prime Fit Content.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
👍 Rate the show on Apple Podcasts
📥 Join our email list – https://primefitcontent.com
📢 Share this episode with a fitness pro who needs to hear it!
From Alaska to The Golden Bachelor: Diane Firmani on Living Boldly at 71
Optimal Aging
In this inspiring episode, Jay Croft talks with Diane Firmani — a 71-year-old triathlete, women’s hockey player, and standout on the latest season of The Golden Bachelor. Diane shares what led her from snowy Wasilla, Alaska, to a national TV spotlight, and how she uses fitness, community, and a bold spirit to redefine aging.
You’ll learn why movement matters, how friendships support longevity, and what The Golden Bachelor gets right about older adults. Diane also opens up about her training routines, motivation after loss, and why looking good is still a valid goal.
🏒 Guest: Diane Firmani
Bio:
Diane Firmani is a 71-year-old athlete and Alaskan native who competes in triathlons, plays women’s hockey, and recently appeared on The Golden Bachelor. She embodies what it means to age boldly and actively.
🔹 Episode Outline
Sign Up and Show Up
- Diane's motto for life and staying active in Alaska’s cold, dark winters
Behind the Scenes of The Golden Bachelor
- Why she auditioned, how she got picked, and what filming was really like
Fitness, Friendship, and Motivation
- The role of like-minded women in keeping each other accountable and moving
Competing in Hawaii
- How she trains for triathlons year-round despite harsh weather
20 Years of Women’s Hockey
- Organizing the annual Sea Cup tournament and staying competitive at 70+
Representing Alaska on National TV
- How her appearance resonated with audiences — and what she told the Bachelor himself!
📚 Resources Mentioned:
- Prime Fit Content: https://primefitcontent.com
🎤 Host: Jay Croft
Jay helps fitness professionals reach the over-50 market with content that connects and converts. Learn more at https://primefitcontent.com
📱 Follow Jay:
- Instagram: https://www.instagram.com/primefitcontent
- LinkedIn: https://www.linkedin.com/in/croftjay
📥 Contact: jay@primefitcontent.com
👍 Rate the show on Apple Podcasts
📬 Join the email list – https://primefitcontent.com
Loved this episode? Share it with a friend or tag us on socials using #OptimalAging.
How to Host a Fitness Event That Converts Over-50 Prospects
Optimal Aging
Hosting a simple, purposeful event before the end of the year could be the key to attracting your next five best clients over 50. In this solo episode, Jay Croft shares a step-by-step strategy that any gym owner or fitness professional can implement—even during the busy holiday season.
You’ll learn:
- Why older prospects prefer low-pressure, educational events over discounts or sales pitches
- How to plan, promote, and host a small but mighty event
- The best way to convert attendees into paying clients without being pushy
- How to make the most of your event with content, follow-up, and partnerships
Jay also breaks down a simple five-step action plan to help you pick a date, choose a topic, and start generating new leads this week.
If you serve the 50+ market, this is your playbook for ending the year strong—and heading into 2026 with momentum.
📝 Episode Highlights
🎯 Why Host a Fitness Event Now?
- The holidays create urgency and reflection for your over-50 audience.
- Events offer trust-building opportunities that discounts can’t.
📆 Planning Your Event
- Pick a topic with seasonal relevance and strong appeal (e.g., “Stay Strong Through the Holidays”)
- Make it experiential: mix teaching, light participation, and Q&A
- Collaborate with local health professionals to boost reach
📣 Promotion Tips
- Treat it like a campaign: email, social posts, flyers, personal invites
- Offer an exclusive, low-barrier next step (e.g., a “Holiday Tune-Up” package)
🛠️ Post-Event Follow-Up
- Send personalized emails to attendees
- Repurpose photos, video, and quotes into evergreen content
- Build an event cadence (quarterly rhythm)
🎤 Host: Jay Croft
Jay is the founder of Prime Fit Content and host of The Optimal Aging Podcast. He helps fitness professionals grow their businesses by connecting with the over-50 market through powerful storytelling and authentic content.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact Jay: jay@primefitcontent.com
📱 Follow on Instagram: @primefitcontent
🔗 LinkedIn: Jay Croft
👍 Rate the show on Apple Podcasts
📥 Join the email list – https://primefitcontent.com
Loved this episode? Share it with a friend or tag us using #OptimalAgingPodcast.
From Struggling to $30K Months: How Seth Scrimo Grew His Fitness Business with Books and a Podcast
Optimal Aging
In this episode of The Optimal Aging Podcast, host Jay Croft sits down with Seth Scrimo, a former Marine and now a thriving fitness business owner in Wooster, Ohio. Just a few years ago, Seth was barely scraping by—earning around $4,000/month. Today, he regularly brings in up to $30,000 per month.
How did he do it?
By writing books that build trust and launching a local podcast that spotlights other business owners in his small town. It’s a grassroots, connection-driven approach that proves old-school community building still works—especially for serving people over 50.
Seth shares the mindset shifts, tactics, and systems that helped him grow—and how you can apply the same strategy in your business.
🧑💼 Guest Info
Guest Name: Seth Scrimo
Bio:
Seth is a Marine veteran turned fitness entrepreneur who went from struggling to make ends meet to generating $30K+ months—all from his rural Ohio town. His tools? Books that build credibility and a local podcast that puts him in front of movers and shakers. He’s a proud co-author of Thrive: The New Rules of Lasting Health and Fitness and runs Scrimo Fitness.
Links:
- Website: https://scrimofitness.com/
- Facebook: https://www.facebook.com/seth.scrimo
- Books: https://www.amazon.com/s?k=seth+scrimo
🧭 Episode Outline
From Marine to Fitness Pro
- Seth’s post-military journey and starting Screamo Fitness in a small town.
Writing Books to Build Trust
- How contributing a chapter in a collaboration book changed everything.
- The launch of “Slimming Secrets of Super Parents.”
Launching the “Best of Wooster” Podcast
- How he used a local podcast to build relationships and grow referrals.
- His clever system for guest referrals and follow-ups.
Books as Lead Magnets
- Giving books away in person, tagging local businesses, and building buzz.
Community + Content = Clients
- Seth’s boots-on-the-ground approach that brought massive returns.
- How business owners started referring family members to train with him.
📘 Resources Mentioned:
- Thrive – The New Rules of Lasting Health and Fitness: https://a.co/d/bYZe4be
- Screamo Fitness: https://screamofitness.com
- Best of Wooster Podcast: [VERIFY LINK]
🎤 Host: Jay Croft
Jay helps fitness professionals grow by reaching more people over 50. Learn more at https://primefitcontent.com
👍 Rate the show on Apple Podcasts
📱 Follow us on Instagram – https://www.instagram.com/primefitcontent
📬 Join the newsletter – https://primefitcontent.com
Loved this episode? Share it with a friend or tag us on socials using #OptimalAgingPodcast
How Row House Found Its Over-40 Marketing Niche, with Noel Miller
Optimal Aging
What happens when a national fitness brand realizes its best members are over 40? For Row House, it sparked a powerful new direction—and a brand refresh rooted in vitality, community, and smart training.
In this episode of the Optimal Aging Podcast, Jay Croft chats with Noel Miller, Row House's Manager of Training and a 30-year fitness pro. Noel shares how the indoor rowing franchise took a close look at its data, saw who was showing up, and leaned all the way into a smart, low-impact, high-intensity training model that's ideal for midlife adults.
This is more than a business case study—it's a roadmap for fitness professionals who want to grow by speaking directly to people over 40 in ways that are authentic, inclusive, and deeply motivating.
👤 Guest: Noel Miller
Bio:
Noel Miller is a longtime group fitness instructor and coach who now serves as the Manager of Training at Row House, a growing boutique fitness brand with more than 40 studios across the U.S. His passion for community, music-driven workouts, and lifelong vitality fuels his mission to make fitness accessible—and exciting—for people at every stage of life.
Links:
- Row House: https://www.therowhouse.com
- Instagram: https://www.instagram.com/noelmilleratl/
🧭 Episode Highlights
00:00 – Vitality at any age
Noel and Jay discuss redefining fitness as you age, and what it really means to feel “vital.”
02:00 – Meet Noel
A 30-year industry veteran, Noel shares his journey from aerobics classes in college to national leadership at Row House.
05:00 – From pandemic pivot to passion
How a job search in 2021 led Noel to Row House and eventually into a leadership role.
06:30 – The breakthrough research
Row House hired an agency to evaluate its brand, audience, and growth strategy — and found their core customer was over 40.
08:00 – Rowing as a longevity tool
Why rowing is ideal for people with joint issues, recovering from injuries, or wanting sustainable fitness.
10:00 – The full-body workout myth
Jay shares his surprise at how demanding rowing really is, and Noel explains why it works 85% of your muscles.
13:00 – Creating a campaign
How Row House launched a marketing refresh rooted in real testimonials, vitality, and inclusivity.
17:00 – HILIT: High-Intensity, Low-Impact Training
Why this training style is gaining ground and is ideal for midlife adults.
21:00 – From vanity to vitality
Jay and Noel reflect on shifting motivations for exercise, from looks to lifestyle.
25:00 – Social proof matters
Why Row House’s marketing now features real clients over 40 — and what other businesses can learn from it.
30:00 – The path forward
How Row House plans to keep growing with authenticity and purpose.
📚 Resources Mentioned
- Row House: https://www.therowhouse.com
🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by serving the over-50 market with clarity, confidence, and proven messaging.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📱 Follow Jay:
- Instagram: https://www.instagram.com/primefitcontent
- LinkedIn: https://www.linkedin.com/in/croftjay
Loved this episode? Share it with a friend or tag us on social using #OptimalAgingPodcast.
What I’m Learning About Consistency—Even When I Fall Short
Optimal Aging
In this solo episode of The Optimal Aging Podcast, host Jay Croft opens up about the powerful, often misunderstood topic of consistency—and why it matters more than intensity in fitness, business, and life.
Jay shares how showing up steadily over time—through writing, podcasting, and growing his business—has led to meaningful progress. But he also gets candid about where he’s falling short, particularly in emailing his prospects. If you're a gym owner or coach feeling stuck or impatient, this episode offers a refreshing reminder: Slow growth is not no growth.
You’ll learn:
- Why consistency beats intensity in fitness and marketing
- How Prime Fit Content is growing through steady effort
- Where even seasoned pros struggle with follow-through
- Tactics for getting back on track with grace and strategy
- Why self-compassion might be the key to long-term success
This is a must-listen for anyone building a business to serve people over 50—and anyone who’s ever felt like they’re not doing “enough.”
🕒 Timestamps
0:00 – Why consistency matters more than intensity
1:00 – The fitness lesson every coach knows
3:00 – Jay’s wins in 2025: book, podcast, YouTube
4:30 – Growth through daily habits, not viral hits
5:00 – Where Jay’s falling behind: his own email list
7:00 – Lessons from Pat Rigsby’s accountability system
8:30 – Compassion for yourself and your clients
10:00 – Progress isn’t always visible—track it smartly
11:00 – Final thoughts on consistency and mindset
12:00 – Takeaways: show up, imperfectly but persistently
👤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by marketing to the over-50 crowd through his company, Prime Fit Content. He brings honesty, experience, and practical strategies to every conversation.
🌐 Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
💼 LinkedIn: https://www.linkedin.com/in/croftjay
📢 Calls to Action
👍 Rate & review on Apple Podcasts
📱 Follow on Instagram: @primefitcontent
📥 Got consistency tips? Email Jay!
Friendship, Reinvention & Resilience: What a College Reunion Taught Me About Aging Well
Optimal Aging
Reconnecting with old college friends after 40 years might sound nostalgic, but in this solo episode of The Optimal Aging Podcast, host Jay Croft uncovers deeper insights about aging well — insights that can reshape how you approach your business and connect with clients over 50.
Jay reflects on a recent reunion at Colorado State University and the three big takeaways that emerged: the power of lifelong friendships, the need for reinvention after disruption, and facing mortality with joy and purpose.
This is a heartfelt, thoughtful episode full of lessons on how connection, resilience, and perspective can enrich the aging experience — and how fitness professionals can use those insights to better serve their clients.
🔍 Episode Highlights:
💬 Lifelong Friendship & Health
- How social connection supports longevity and wellness
- Why gyms and fitness businesses must create community
🔄 Reinvention After Disruption
- Newspaper careers upended — and what that teaches about adapting with age
- How older clients may be navigating life reinventions when they come to you
⏳ Mortality Without Morbidity
- Honest reflections on aging and loss — without becoming morbid
- Why purpose, laughter, and joy matter in your message
⏰ Timestamps:
00:00 – Intro & personal message
01:00 – The reunion at Colorado State University
03:20 – Lifelong friendships and healthy aging
05:10 – The role of community in fitness for older adults
06:40 – Reinvention after career disruption
08:30 – Reinvention and resilience in fitness as we age
10:00 – Mortality and mindset: acknowledging without fear
11:30 – Final 3 takeaways for fitness professionals
12:10 – Wrap-up: gratitude, purpose, and reflection
🎤 Host: Jay Croft
Jay is the founder of Prime Fit Content and host of The Optimal Aging Podcast, helping fitness pros market effectively to the over-50 population.
🌐 Podcast Website: https://www.primefitcontent.com
📬 Contact Jay: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
🔗 LinkedIn: https://www.linkedin.com/in/croftjay
👍 Love the show? Rate us on Apple Podcasts and share this episode with a friend who’d appreciate it.
How to Help Prevent Alzheimer’s: Mayo Clinic’s Latest Research with Dr. Jonathan Graff-Radford
Optimal Aging
In this episode of the Optimal Aging Podcast, Jay Croft speaks with Dr. Jonathan Graff-Radford, a Mayo Clinic neurologist and co-author of the new edition of the Mayo Clinic Guide to Alzheimer’s and Other Dementias. They discuss how Alzheimer’s disease begins 20 years before symptoms appear, what can be done to prevent or delay it, and what health and fitness professionals working with people over 50 need to know now.
Dr. Radford shares powerful new insights on early detection tools, lifestyle factors like exercise and hearing loss, and how fitness protocols can support cognitive health. You'll also hear how dual-tasking workouts, VO2 max, and neuroplasticity play a role in long-term brain health.
If you serve older adults in health, fitness, or wellness, this is a must-listen.
👤 Guest: Dr. Jonathan Graff-Radford
Bio:
Dr. Jonathan Graff-Radford is a neurologist at the Mayo Clinic and co-author of Mayo Clinic on Alzheimer’s Disease and Other Dementias. His research focuses on early detection, prevention, and treatment of neurodegenerative diseases.
Resources & Links:
- Mayo Clinic Guide to Alzheimer’s: https://mcpress.mayoclinic.org/product/mayo-clinic-on-alzheimers-and-other-dementias/
- Mayo Clinic Brain Health Tips: https://www.mayoclinic.org/healthy-lifestyle/healthy-aging/in-depth/brain-health-tips/art-20555198
- Mayo Clinic Alzheimer’s Disease Resources: https://www.mayo.edu/research/centers-programs/alzheimers-disease-research-center/research-activities/mayo-clinic-study-aging/patients-families/resources
🧠 Topics Covered
What Is Alzheimer’s Really?
- Difference between Alzheimer’s and general dementia
- Amyloid and tau proteins in the brain
Why Prevention Starts Now
- Alzheimer’s can start 20 years before symptoms
- 40–45% of dementia may be preventable
Lifestyle Factors That Matter
- Exercise, diet, sleep, stress, and social connection
- Hearing loss as a major (and treatable) risk factor
How Exercise Affects the Brain
- Growing the hippocampus with aerobic exercise
- VO2 max and brain resilience studies
The Role of Neuroplasticity
- How the brain adapts and rewires itself
- Dual-tasking in fitness for cognitive engagement
New Tools and Treatments
- Blood tests with 90% accuracy
- Two new FDA-approved drugs slow progression
- Early detection through the Ahead & Trailblazer studies
📱 Follow Jay Croft
Instagram: https://www.instagram.com/primefitcontent
LinkedIn: https://www.linkedin.com/in/croftjay
🌐 Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
👍 Like this episode? Share it with a friend or leave a review on Apple Podcasts!
Resistance Snacks with Dr. Alan Rozanski: The Cardiologist’s Secret to Aging Well
Optimal Aging
In this episode of the Optimal Aging Podcast, Jay Croft talks with Dr. Alan Rozanski, a New York City cardiologist with five decades of experience in cardiac rehab and prevention. Dr. Rozanski introduces the concept of "resistance snacks"—short, simple bursts of resistance training that anyone can incorporate into their day.
Whether you're a fitness professional or a healthcare provider, this conversation breaks down how micro-movements can build strength, prevent decline, and serve as an accessible gateway for deconditioned adults over 50.
Dr. Rozanski explains why resistance training is often overlooked in traditional medical advice—and what needs to change. He also shares how even soup cans and wall pushups can be powerful tools for building resilience later in life.
🧑⚕️ Guest: Dr. Alan Rozanski
Bio:
Dr. Alan Rozanski is a renowned cardiologist based in New York City, with over 50 years in preventive cardiology and cardiac rehabilitation. He is a national leader in lifestyle medicine and passionate advocate for incorporating strength training into everyday health routines for older adults.
Links:
- Website: https://alanrozanski.com
- LinkedIn: https://www.linkedin.com/in/alan-rozanski-md
📌 Episode Highlights
The Resistance Snack Revolution
- What resistance snacks are and why they matter
- Examples of snackable exercises anyone can do
Muscle Loss, Longevity & Prevention
- Sarcopenia’s silent effect on older adults
- How doctors can better guide patients toward strength
Breaking the “Too Old” Mindset
- How to reframe aging and vitality
- Why even minimal movement yields maximum results
🎧 Resources & Links
- Prime Fit Content: https://primefitcontent.com
- Contact Jay: jay@primefitcontent.com
🎤 Host: Jay Croft
Jay helps fitness and health professionals reach more people over 50 with better marketing, storytelling, and engagement.
🌐 Podcast Website: https://primefitcontent.com
👍 Rate us on Apple Podcasts
📱 Follow @primefitcontent on Instagram
📬 Join our email list: https://primefitcontent.com
📢 Loved this episode? Share it with a friend or tag us using #OptimalAging
Can You Prevent Dementia? Angela Lunde from Mayo Clinic Explains the New Science
Optimal Aging
Alzheimer’s disease and related dementias now affect more than 55 million people worldwide — and that number is growing fast. But is cognitive decline inevitable? Not anymore.
In this episode, Jay Croft speaks with Angela Lunde, a 24-year Mayo Clinic veteran and co-author of the newly revised Mayo Clinic on Alzheimer’s Disease and Other Dementias. Angela shares powerful insights on how lifestyle choices, early detection, and caregiver support are reshaping the landscape of brain health.
You’ll learn:
- How lifestyle factors like exercise and social connection impact brain function
- The latest in dementia risk reduction, including the POINTER study’s findings
- What new treatments are showing promise — and what still isn’t possible
- The emotional reality for caregivers, and how they can build resilience
- How fitness and wellness pros can guide clients over 50 toward better brain health
This conversation is both deeply informative and inspiring for anyone concerned about aging, dementia, and long-term wellbeing.
👤 Guest: Angela Lunde
Bio: Angela Lunde is a dementia care expert and advocate at Mayo Clinic’s Alzheimer’s Disease Research Center. She has worked for over two decades to support individuals and families impacted by cognitive decline and is the co-author of Mayo Clinic’s definitive book on the topic.
Links:
🔗 Mayo Clinic Book: https://a.co/d/0QBlUNh
🧠 Episode Outline:
What’s New in Dementia Research
- Angela explains how imaging and biomarkers are reshaping early diagnosis
- New anti-amyloid treatments and their potential (and limits)
Risk Reduction Through Lifestyle
- Review of the 2024 Lancet Commission findings
- POINTER study confirms that 4 habits — exercise, diet, social connection, and checkups — make a difference
What This Means for Wellness Pros
- Jay and Angela explore how health/fitness pros can play a crucial role in prevention and support
The Caregiver Experience
- Why caregivers are “invisible second patients”
- Angela’s 4-part “recipe for resilience” every caregiver should know
🎤 Host: Jay Croft
Jay is a content marketing strategist helping fitness and wellness professionals engage the over-50 market.
🌐 https://primefitcontent.com
📣 CTAs:
📬 Join our email list – https://primefitcontent.com
📱 Follow on Instagram – https://www.instagram.com/primefitcontent
📥 Contact – jay@primefitcontent.com
Not All People Over 50 Are Alike – With Dan Ritchie
Optimal Aging
In this compelling follow-up to last week's conversation, Jay Croft is joined by Dan Ritchie, co-founder of the Functional Aging Institute, to explore the diversity within the over-50 fitness market. While most gyms target deconditioned older adults, Dan and Jay discuss the often-overlooked segment of active, high-performing individuals in this age group who still seek challenge, adventure, and high-level coaching.
They share practical strategies for fitness professionals to market to all older adults by showcasing a variety of real client stories — from someone wanting to hike glaciers in Patagonia, to another preparing to summit Mount Kilimanjaro. If you're in the fitness industry and you want to serve the full spectrum of people over 50, this conversation is a must-listen.
Guest: Dan Ritchie
Bio:
Dan Ritchie is the President and co-founder of the Functional Aging Institute and a former longtime gym owner. With decades of experience training older adults, Dan specializes in helping fitness professionals serve the unique needs of clients over 50 — from beginners to elite performers.
Main Topics Covered:
Not a One-Size-Fits-All Market
- Why the over-50 demographic is more diverse than many gym owners realize
- How to avoid alienating active older adults by assuming everyone is a beginner
The Power of Storytelling
- How real-life client stories like summiting Kilimanjaro or traveling Europe inspire belief and action
- Tips on using storytelling in marketing to connect with a variety of client types
Program Design for Every Fitness Level
- Why you must scale programs for different abilities
- The importance of making experienced clients feel seen and appropriately challenged
Marketing to the Advanced 50+ Client
- What gym owners can do to attract fit, motivated clients over 50
- Balancing welcoming beginner messaging with high-performance program offerings
Timestamps:
00:00 – The power of believing what's possible after 70
01:00 – Jay introduces Part 2 with Dan Ritchie
02:00 – Overview of Andrew's fitness question from last episode
04:00 – Stats on low exercise rates over age 65
05:30 – Why we need to speak to all fitness levels
07:00 – Stories that resonate with high-performing older adults
08:30 – Kilimanjaro, Patagonia, and client adventures
10:00 – Fitness goals like golf, tennis, and pickleball
13:00 – Making clients feel seen and supported
16:00 – Jay's story about "Papillon" the grandfather
18:00 – Creating a gym where everyone feels they belong
20:00 – Reversing decline through consistent training
21:00 – Lance's story: feeling better at 75 than at 65
🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by better connecting with people over 50 through content marketing that works.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📱 Instagram: @primefitcontent
💼 LinkedIn: Jay Croft
👍 Rate the show on Apple Podcasts
📥 Contact us – jay@primefitcontent.com
Loved this episode? Share it with a friend or tag us on socials using #OptimalAgingPodcast.
How Fit Older Adults Can Stay Engaged in Gyms – Insights from a Fitness Consumer
Optimal Aging
Jay Croft speaks with Andrew, a retired tech and travel executive and long-time gym-goer, who poses a provocative question: How can gyms stay relevant for older adults who are already fit? This episode dives into how fitness professionals can better serve this overlooked but important segment of the over-50 population.
If you're a gym owner, trainer, or wellness pro working with older adults, this episode is a must-listen for understanding how to engage those who are fit and want to stay that way — with empathy, programs, and smart marketing.
🧑💼 Guest: Andrew
Bio: Andrew is a 69-year-old retired executive who has maintained a lifelong dedication to fitness. As a passionate gym-goer, he offers unique insight into the mindset and needs of fit older adults.
Location: Atlanta, GA
🕒 Timestamps:
- [00:00] Andrew’s mindset: Pushing limits while aging
- [01:00] Jay introduces Andrew and the core question of the episode
- [02:00] Who gyms typically market to — and who gets overlooked
- [03:00] The deconditioned vs. the conditioned population
- [05:00] The question from Andrew that sparked this episode
- [06:00] Concerns of active aging adults: injury, limitation, mindset
- [08:00] How gyms can help by adapting and supporting
- [10:00] Gym marketing misses for the 50+ fit population
- [12:00] Suggestions for better programming and language
- [14:00] The mindset shift: aging and adapting with strength
- [16:00] Prioritizing full-body health — including doctor visits
- [18:00] Community and mental health in gyms
- [20:00] What active older adults look for when gym-shopping
- [22:00] Building community and acknowledgment in fitness spaces
🔗 Resources & Mentions:
- Functional Aging Institute – https://functionalaginginstitute.com
- Prime Fit Content – https://primefitcontent.com
🎤 Host: Jay Croft
Jay is the founder of Prime Fit Content, helping fitness professionals attract and retain clients over 50 with smart, effective content marketing.
🌐 Podcast Website: https://primefitcontent.com
📥 Email: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
🔗 LinkedIn: https://www.linkedin.com/in/croftjay
👍 Rate the show on Apple Podcasts
📬 Join the email list – https://primefitcontent.com
Building Trust in a High-Tech World
Optimal Aging
AI is everywhere—but it can’t replace human connection. In this solo episode, Jay Croft shares how fitness professionals can thrive by building trust through authentic communication and evergreen content marketing.
Jay walks through his own conversation-based ecosystem—how podcasting, speaking, writing, and Prime Fit Content all work together to generate trust, visibility, and revenue without paid ads. If you're working with clients over 50, this episode gives you a powerful framework to connect and grow.
🧠 What You'll Learn:
💬 Why Conversations Beat AI Every Time
- Harvard research on trust and customer service
- AI can't replicate emotional nuance or relationship-building
📢 How to Build an Evergreen Marketing Flywheel
- The role of podcasts, newsletters, blog posts, and guest appearances
- Why your message must be consistent, human, and story-driven
🚀 Real-Life Client Wins
- Debbie’s story: why trust—not ads—led her to join a gym
- Presenting at retirement communities, podcasts, and more
📚 Creating Authority with Content
- Why Jay wrote Selling Longevity and how you can create a lead magnet too (00:08)
- Turning trust into revenue with Prime Fit Content
🧩 Why This Strategy Works
- Organic, evergreen, compounding, and human-centered content
- How it builds long-term client relationships
✅ 3 Key Takeaways for Gym Owners
- Include clear CTAs in every message
- Talk about your offers regularly
- Keep everything human and story-driven
🧑💼 Host: Jay Croft
Jay Croft is the founder of Prime Fit Content and author of Selling Longevity: Over-50 Fitness Can Transform Lives and Your Business. He helps fitness businesses reach more clients over 50 using proven, trust-based content strategies.
🌐 Website: https://primefitcontent.com
📘 Book: Selling Longevity – https://a.co/d/egDAfwF
📬 Email: jay@primefitcontent.com
📱 Instagram: https://www.instagram.com/primefitcontent
🔗 LinkedIn: https://www.linkedin.com/in/croftjay
👍 Enjoyed this episode? Leave a review and share it with a colleague who works with older adults.
5 Lessons from Launching Selling Longevity
Optimal Aging
In this solo episode of The Optimal Aging Podcast, host Jay Croft shares five key lessons he’s learned from promoting his new book, Selling Longevity, and appearing on multiple podcasts. These takeaways will help fitness, health, and wellbeing professionals better connect with the over-50 market — a powerful audience with time, resources, and motivation to invest in their health.
You’ll hear why telling stories beats quoting statistics, how to build trust with quick wins, and why aligning every aspect of your business matters. Jay also offers actionable steps you can start implementing today to refine your marketing and improve client engagement.
Whether you’re a gym owner, trainer, or wellness coach, these insights will help you present your business more effectively, sell more persuasively, and serve your clients better.
Timestamps
00:00 – Why small changes can make a big impact
01:30 – Welcome and book launch update
03:00 – Lesson 1: Understand the over-50 market
05:00 – Lesson 2: Lead with stories, not statistics
07:00 – Lesson 3: Build trust with quick wins
10:00 – Lesson 4: Master your message so you can improvise
13:00 – Lesson 5: Align every part of your business
15:00 – Recap of the 5 takeaways
15:30 – Where to get Selling Longevity and connect with Jay
Episode Outline
1. Understand the over-50 market
- Replace outdated stereotypes with inspiring, capable, and adventurous portrayals.
2. Lead with stories, not statistics
- Emotional, relatable client success stories create lasting connections.
3. Build trust with quick wins
- Small, visible changes can signal expertise and commitment.
4. Master your message so you can improvise
- Know your material so well you can adapt it to any audience.
5. Align every part of your business
- Ensure your marketing matches the actual client experience.
Resources Mentioned:
- 📘 Selling Longevity – Get the book on Amazon
- 🌐 Prime Fit Content – primefitcontent.com
🎤 Host: Jay Croft
Jay Croft is the founder of Prime Fit Content and author of Selling Longevity, helping fitness and wellness professionals grow their businesses with more people over 50.
🌐 Podcast Website: primefitcontent.com
📱 Instagram: @primefitcontent
💼 LinkedIn: Jay Croft
👍 Rate the show on Apple Podcasts and Spotify
📬 Join our email list – Subscribe here
Gym Focus & Fitness Over 50: Rick Mayo on Staying Mission-Driven
Optimal Aging
In this episode of the Optimal Aging Podcast, Jay Croft sits down with Rick Mayo, founder and CEO of Alloy Personal Training, for an insightful deep dive into franchising, fitness, and the over-50 market. Jay and Rick explore entrepreneurship, messaging, and personal growth—including a fascinating discussion about the book "The Gap and the Gain."
Rick shares how he built Alloy into a franchise with over 300 awarded licenses and more than 100 locations open, all while staying mission-driven and sharply focused. This episode is packed with takeaways for gym owners, personal trainers, and wellness professionals who serve clients in midlife and beyond.
Learn how Rick keeps distractions at bay, how Alloy’s messaging evolved, and why staying focused on franchisee success drives everything he does. If you're building a business to serve people over 50, this one’s for you.
Guest: Rick Mayo
Bio: Rick Mayo is the founder and CEO of Alloy Personal Training, a fast-growing fitness franchise built to serve people over 50. With more than 30 years in the fitness industry, Rick has been a pioneer in small-group personal training and an advocate for purpose-driven business growth.
Links:
- Website: https://alloypersonaltraining.com
https://alloyfranchise.com - Instagram: https://www.instagram.com/coachrickmayo/
Episode Topics
The Gap and the Gain Mindset
Rick discusses the value of celebrating your wins without losing your edge—and how this mindset shift has changed the way he leads his business.
Franchising Lessons
From 2% success rates to surpassing 100 open locations, hear what Rick learned over five years of building a franchise.
Marketing That Resonates
How Alloy learned to lean into purpose and strength messaging to reach their ideal clients over 50.
Avoiding Distractions
Rick shares how he stays focused on what matters most—and why he says no to almost everything else.
Trends to Watch
Strength, experiential fitness, and AI—all seen through the lens of growing a franchise for people in midlife.
Resources Mentioned
- Selling Longevity by Jay Croft – https://a.co/d/hbtl3p6
🎤 Host: Jay Croft
Jay helps gym owners and health professionals grow with more people over 50 through content, communications, and expert strategy.
🌐 Podcast Website: https://primefitcontent.com
📬 Join the email list: https://primefitcontent.com
📱 Follow on Instagram: https://www.instagram.com/primefitcontent
💼 Connect on LinkedIn: https://www.linkedin.com/in/croftjay
Loved this episode? Share it with a friend or tag us on socials using #OptimalAgingPodcast
Timestamps
00:00 - Intro: Rick Mayo & Jay Croft
01:15 - The "Gap and the Gain" mindset
04:10 - Lessons from 5 years of franchising Alloy
08:00 - What motivates the over-50 client
11:00 - Messaging & brand clarity
14:00 - Who your avatar really is
18:00 - Focus, distractions & shiny objects
21:00 - Why Rick says no to most speaking gigs now
24:00 - How to avoid being your own bottleneck
27:00 - Great marketing moments that stuck
32:00 - Trends: strength, experience, & AI
37:00 - What to ignore vs what to lean into
39:00 - Wrap-up
Selling Longevity: How to Attract Over-50 Fitness Clients and Grow Your Business
Optimal Aging
In this solo episode of the Optimal Aging Podcast, host Jay Croft shares a powerful chapter from his new book Selling Longevity: How Over-50 Fitness Can Transform Lives and Your Business. If you’re a fitness professional wondering how to better serve and attract people over 50—this is your playbook.
You'll learn:
- Why the over-50 market is your biggest growth opportunity
- What older clients actually want in a gym experience
- How to design programs, space, and language to connect with this demographic
- Real-life examples like Richard’s gym loyalty and Betty’s incredible resilience at 83
Jay also reads “Designing the Over-50 Customer Experience,” a key chapter, and shares a bonus story that proves: older clients aren’t just inspiring—they’re good business.
Timestamps:
00:00 – Why longevity is the biggest fitness opportunity
01:10 – Who the book Selling Longevity is for
02:20 – Two types of gym owners over 50
03:30 – Why this market is good business
04:00 – Reading Chapter 8: Designing the Over-50 Customer Experience
05:00 – First impressions: respect, language, and imagery
06:30 – Designing welcoming spaces and programming
08:00 – Importance of small group personal training
09:30 – Retention tips and long-term loyalty
11:00 – Bonus Story: A failed customer experience in Nashville
12:20 – Message to fitness pros: How to engage people over 50
13:00 – Bonus Story: Betty and Rob's inspiring journey
14:00 – Final thoughts and call to action
Resources Mentioned:
- Selling Longevity on Amazon: https://a.co/d/2N0fEkw
- Prime Fit Content: https://primefitcontent.com
🎤 Host: Jay Croft
Jay is the founder of Prime Fit Content, helping fitness businesses grow by connecting authentically with people over 50.
🌐 Podcast Website: https://primefitcontent.com
👍 Rate the show on Apple Podcasts
📬 Join the email list – https://primefitcontent.com
📱 Follow on Instagram – @primefitcontent
📥 Contact – jay@primefitcontent.com
💬 Loved this episode? Share it with a friend or tag @primefitcontent using #OptimalAging.
The Hidden Key to Aging Well for Women: Strength Training Over 50 with Dr. Cindy Dallow
Optimal Aging
In this episode of The Optimal Aging Podcast, Jay Croft speaks with Dr. Cindy Dallow—a registered dietitian, endurance athlete, and now certified personal trainer—about her unexpected journey into strength training in her 60s. Despite her impressive background in nutrition and Ironman triathlons, Cindy had never lifted weights… until she realized she couldn’t put her suitcase in the overhead bin or do a single push-up.
Cindy shares how strength training changed her perspective—and her practice. She now coaches other women through menopause with a focus on building strength to prevent osteoporosis, manage menopause symptoms, and maintain independence as we age.
This conversation is packed with inspiration and practical takeaways for health and fitness professionals working with older adults, particularly women navigating menopause.
👤 Guest: Dr. Cindy Dallow
Bio: Cindy Dallow, PhD, RD, is a registered dietitian, personal trainer, and endurance athlete who runs Midlife Food and Fitness, helping women over 50 navigate menopause with strength, confidence, and science-backed nutrition.
Links:
- Website: https://midlifefoodandfitness.com
- Strong Enough Program: https://midlifefoodandfitness.com/strong-enough
Episode Highlights & Timestamps
💪 Why Strength Training Matters After 50
00:00 – Cindy’s realization that aerobic fitness wasn’t enough
03:20 – How strength training changed her body and practice
09:45 – Her mother’s decline and the fear of frailty
🌿 Nutrition & Menopause
11:00 – How Cindy coaches women on heart and bone health
13:00 – Role of plant-based diets, sleep, and stress management
17:00 – Soy, phytoestrogens, and reducing menopause symptoms
🚫 Debunking Myths
20:00 – You don’t need to “eat clean” or perfectly
25:00 – Gym intimidation is real—and beatable
35:00 – No, lifting won’t make you bulky
🧠 Motivation & Mindset
29:00 – Why “strong enough” is a personal standard
32:00 – Lifting heavy vs. progressive resistance
38:00 – How to start simply and build confidence
🎤 Host: Jay Croft
Jay helps fitness professionals over 50 grow their businesses with better marketing, messaging, and content.
📬 Join the newsletter: https://primefitcontent.com
📱 Follow on Instagram: https://www.instagram.com/primefitcontent
If you loved this episode, share it with a friend or tag us using #OptimalAging
Starting Your Online Coaching Business for Older Adults, with Chris Liddle
Optimal Aging
In this episode of the Optimal Aging Podcast, host Jay Croft sits down with online coaching expert Chris Liddle to explore how fitness professionals can launch and grow an online business, particularly focused on serving adults over 50. Chris offers practical advice on getting started, choosing the right tools, and creating meaningful client relationships in a virtual environment.
Chris shares how he transitioned from in-person training to a thriving online coaching model, including how his own parents in their 70s inspired him to refine his tech onboarding and communication style. The conversation covers why the older demographic is not only viable but ideal for online training—offering reliability, consistency, and a genuine desire to improve.
This episode is packed with insights for any coach looking to grow sustainably and meaningfully. Jay and Chris dive into topics like using WhatsApp and YouTube for low-cost delivery, building trust with tech-hesitant clients, and using thoughtful onboarding to reduce friction. Chris also breaks down scalable coaching models, shares tips for pricing and retention, and discusses the mindset needed to succeed in today’s remote fitness landscape.
If you’re a trainer who’s been curious about online coaching, or if you’ve struggled with finding the right market to serve, this conversation will shift your perspective and equip you with strategies to take action immediately.
💼 Guest: Chris Liddle
Bio:
Chris Liddle is a Canada-based online coach and educator who coaches the general population but also helps other trainers launch and grow their online coaching businesses through some of the work he does with BSimpson Fitness. He’s passionate about serving the older adult population and is known for simplifying tech, delivering customized programming, and building deep, supportive client relationships.
Links:
- Instagram: https://instagram.com/christianliddle
- Podcast: https://podcast.invigoratetraining.com
📌 Episode Highlights
Why Online Coaching Still Matters Post-Pandemic
- Demand for virtual fitness hasn’t faded. Chris explains how coaches can meet this need effectively, especially with older clients.
Simplified Tech for Seniors
- Tools like WhatsApp, spreadsheets, and YouTube can go a long way. Chris explains how to keep your systems low-cost and accessible.
Identifying the Right Niche
- Why elite athletes aren’t the best target market—and why older adults are often your best long-term clients.
Getting Started with No Budget
- You don’t need fancy apps. Chris shares how to begin with free tools and build a profitable model step by step.
Should You Become an Online Trainer?
- Chris breaks down the traits of successful online coaches and how to know if this career path is right for you.
📅 Timestamps
00:00 Why online fitness is still growing
01:15 Meet Chris Liddle
04:00 How Chris got started in online training
06:00 Coaching clients over 50 online
08:00 Tech onboarding tips for older adults
12:00 Helping trainers identify their ideal niche
16:00 Simple tools to start coaching online
20:00 WhatsApp, YouTube & spreadsheets: low-cost tools
24:00 Group coaching and scalability
26:00 Is online training right for you?
30:00 Final thoughts & connect with Chris
🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by engaging clients over 50 with expert marketing strategies and storytelling.
🌐 Podcast Website: https://primefitcontent.com
✨ Calls to Action
📥 Download our free guide for fit pros – https://primefitcontent.com
📱 Follow on Instagram – https://instagram.com/primefitcontent
🔍 Loved this episode? Share it with a friend or tag us on social using #PrimeFitContent
The Power of Positivity in Business, Health, and Leadership with Jay Clark
Optimal Aging
In this uplifting episode of The Optimal Aging Podcast, host Jay Croft reconnects with longtime friend and positivity expert Jay Clark, principal of JC Charity Services and a John Gordon-certified trainer. Jay shares how a positive mindset is not just feel-good fluff — it’s a practical, powerful tool for overcoming adversity, improving your health, and growing your business.
You’ll hear:
- How positivity fuels resilience and deeper client connections
- The difference between “kumbaya” optimism and action-based faith
- Why core values and knowing your “why” help prevent burnout
- Real-world ways small business owners can implement positive leadership
- How storytelling creates magic in leadership and marketing
Jay also hosts the podcast Making Our World Better, where he highlights unsung heroes in the nonprofit sector. Don’t miss this inspiring conversation packed with actionable insights for fitness and wellness professionals over 50.
Guest Name:
Jay Clark
Bio:
Jay Clark is a John Gordon-certified Power of Positive Leadership trainer and the founder of JC Charity Services. He draws from a rich background in professional sports and nonprofit leadership to help individuals and organizations develop positive, resilient mindsets through workshops, coaching, and storytelling.
Links:
- Website: https://jccharityservices.com/
- Podcast: Making Our World Better
🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by serving people over 50 with clarity, purpose, and effective storytelling.
🌐 Podcast Website: https://primefitcontent.com
📬 Contact: jay@primefitcontent.com
📱 Follow on Instagram: https://www.instagram.com/primefitcontent
📥 Join the newsletter: https://primefitcontent.com
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