The Untapped Goldmine: Why Serving Clients Over 50 Is the Smartest Move in Fitness with Jay Croft

In today’s episode, I’m joined by Jay Croft, the founder of Prime Fit Content and host of The Optimal Aging Podcast. Jay brings a unique perspective to the conversation, having transitioned from a successful career as a newspaper journalist and corporate communicator into the world of fitness marketing. What sparked the shift? He noticed something that many in the industry still overlook—people over 50 are being ignored in fitness spaces.

We dive into a topic that’s close to my heart: the massive, untapped opportunity of serving the over-50 demographic. Jay and I talk candidly about the age bias we both see in the industry, and why this audience—who often have both the time and financial resources—deserve more attention from gyms, studios, and wellness professionals.

We also get into:

• How to niche effectively without feeling like you're leaving people out
• Why messaging matters when speaking to this audience
• The surprising role AI and smarter content can play in reaching them
• And why this isn’t just the right thing to do—it’s a smart business move

Jay brings both wisdom and practicality to the table, and I think you’ll walk away with some game-changing insights on how to better serve your clients—and grow your business—by focusing on the people who need it most.

So grab your coffee, get comfy, and let’s dig in!

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