What Gyms Get Wrong about Marketing Fitness over 50 | The Optimal Aging Podcast

Optimal Aging

How do you market your gym and services to a specific audience? How do you get prospects into the gym for a sales talks – and then how do you turn them into members?
Well, Sherman Merricks and I get into it on this episode – who do you want, how do you talk to them, and why you need to sometimes stop talking and get comfortable with pauses in a conversation!
Sherman’s the co-founder of Lasso Framework, a marketing and consulting firm for gyms that he started after running his own gym for 13 years in Florida. With the over-50 market in particular, longevity is a keyword, and the marketing copy and images need to reflect who you want.
Anticipate the questions that can derail a sale, and don’t be afraid to lead the prospect to where he or she needs to be.
I enjoyed this conversation with Sherman, and I know you will, too.
Topics Covered:
✅ Importance of Targeted Messaging and Imagery
✅ Sales Strategies for Gym Owners
✅ The Power of the Pause in Sales
✅ Retention vs. Acquisition in Gym Memberships

Connect with Sherman Merricks here:
• Website: https://www.lassoframework.com/
• Email: [email protected]
• Facebook: https://www.facebook.com/sherman.merricks/photos
• Instagram: https://www.instagram.com/shermanmerricks5/
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: [email protected]
Thanks for listening!

Chapters

1. Introduction to Longevity and Fitness (00:00:00)

2. Importance of Visuals in Marketing (00:04:09)

3. Misalignment in Advertising to Older Populations (00:19:25)

4. Engaging the 50+ Demographic for Fitness (00:46:41)

5. Interview with Sherman Merricks (01:40:06)

6. Closing Thoughts and Key Takeaways (10:45:45)