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

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📬 Join the email list – https://primefitcontent.com
📱 Follow on Instagram – @primefitcontent
📥 Contact – [email protected]

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Chapters

1. Introduction to Longevity Marketing (00:00:00)

2. Why I Wrote "Selling Longevity" (00:04:07)

3. Reading of Chapter 8 (00:09:15)

4. Designing the Over-50 Customer Experience (00:11:10)

5. Creating Retention and Connection (00:12:18)