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...

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:

Feeling overwhelmed by supplement choices after 50? You're not alone. On today's episode, Nikki Raymond, holistic nutritionist and IFBB Pro Bodybuilder, joins Jay Croft to cut through the noise. Nikki shares her journey from personal trainer to functional nutrition expert, emphasizing the critical role personalized bloodwork and supplements play in healthy aging.

In this empowering conversation, you'll learn:

Whether you're optimizing your fitness or helping clients thrive...

In this powerful episode from the Functional Aging Summit, Jay Croft—founder of Prime Fit Content—reveals how fitness professionals can use client storytelling to attract, engage, and retain more clients over 50.

You’ll learn how to frame your clients as the heroes of their own fitness journeys (not you), why that subtle shift builds trust and credibility, and how to avoid the most common marketing mistakes that push people away.

Whether you’re a gym owner, studio operator, or coach working with midlife and older adults, this episode is packed with actionable advice on messagin...

In this episode of The Optimal Aging Podcast, Jay Croft sits down with Alex McBrairty, a fitness coach whose personal transformation—losing nearly 100 pounds as a teen—launched a lifelong journey into behavior change, motivation, and the psychology of fitness.

Alex shares how his struggle with self-esteem and identity led him to pursue a degree in psychology, which now underpins his coaching philosophy. You'll learn how he uses personality testing to meet clients where they are, especially those over 50 who may feel intimidated by change or doubt their ability to improve.

Whether you're a fi...

The Functional Aging Summit, held online June 13–14, is an incredible opportunity to learn from industry leaders about how to train people over 50 and grow your business with this large, lucrative, and underserved population. Go here to learn more: https://functionalagingsummit.com

In this episode of the Optimal Aging Podcast, host Jay Croft talks with Dr. Dan Ritchie, co-founder of the Functional Aging Institute, who previews the upcoming event and shares compelling reasons why fitness professionals should be targeting the active aging market.

Dan and Jay explore how this growing demographic presents not just a meaningful mis...

In this episode of the Optimal Aging Podcast, host Jay Croft reconnects with Dr. Dan Ritchie, co-founder of the Functional Aging Institute, to preview this year’s Functional Aging Summit and explore the booming business opportunity of serving clients over 50.

Jay and Dan discuss why the mainstream fitness industry still overlooks this demographic—and why that’s a massive mistake. You’ll learn how training older adults isn’t just rewarding, it’s smart business: longer client retention, deeper impact, and a growing market driven by global aging trends.

Dan also shares details about the upcoming vir...

In this episode of The Optimal Aging Podcast, host Jay Croft sits down with Rick Streb—fitness industry veteran, marketing strategist, and bestselling author—to explore how publishing a book can supercharge your fitness business. Whether you're a gym owner, trainer, or health coach, Rick explains why having your own book is more than just a vanity project—it’s a strategic marketing asset.

You’ll learn how Rick helps fitness pros turn their everyday knowledge and client stories into published books that build authority, attract ideal clients, and fuel long-term growth. From using AI tools like ChatGPT to...

Can walking your neighborhood really help grow your fitness or physical therapy business? For Shayna Gross, the answer is a resounding yes.

In this episode of the Optimal Aging Podcast, Jay Croft of Prime Fit Content talks with Shayna, a veteran physical therapist and the owner of Physiovation in Atlanta. After moving to a larger location in the eclectic Little Five Points neighborhood, Shayna expanded her offerings to include small group personal training — and got to work building real relationships.

You’ll hear how she:

Is Alzheimer’s disease just something we have to wait and worry about as we age? Amy Lang doesn’t think so.

In this episode of The Optimal Aging Podcast, Jay Croft talks with Amy Lang, a brain health coach and former gym owner whose personal experience with Alzheimer’s — both her mother and grandmother were diagnosed — set her on a mission to educate others.

Amy shares how lifestyle factors like exercise, nutrition, stress, sleep, and social connection can dramatically reduce the risk of cognitive decline. If you're a fitness or wellness professional serving cl...

Want to inspire your 50+ clients to stay active, connected, and confident? In this episode, I talk with Road Scholar’s PR Director, Kelsey Knoedler Perri, about how fitness and travel work hand-in-hand to promote healthy aging.
We explore survey data from Road Scholar’s “Age Adventurously” campaign and how fitness pros can use these insights to motivate clients, boost retention, and create content that resonates.

🎯 Great for: gym owners, trainers, wellness professionals

Topics include:

Let’s bust some outdated assumptions. In this solo episode, I share exactly how to market your gym or studio to today’s 50+ clients — who are active, discerning, and ready to invest in their health.

You’ll learn communication strategies that build trust and help your content actually land with this high-value audience.

📌 Actionable for: gym owners, studio managers, and fitpros over 40

What you’ll learn:

Meet three gym owners who are thriving by combining smart content with meaningful connection. In this episode, I talk with Micah Morgan, Jake Trione, and Lisa Grace Wright — all of whom have built powerful brands and loyal communities by speaking directly to the needs of active agers.

📣 Designed for fitness business owners and marketers

Takeaways:

🎤 About the Guests:
• Mi...

Want to market your fitness business to the 50+ demographic more effectively? In this special episode of the Optimal Aging Podcast I share my top 7 content marketing do’s and don’ts for connecting with people over 50.

💬 Discover why storytelling, email marketing, and consistent messaging are key to attracting and retaining clients over 50. Learn what mistakes to avoid and how to build real engagement without being pushy or spammy.

I also discuss hot trends like brain health, hybrid training, and AI in fitness content creation. If you're a fitness pro or gym owner targeting the older adult c...

How do your clients and prospects want to receive communications from you? Do you know? And are you meeting them where they are -- or expecting them to come to you?

On this week's Optimal Aging, I'm sharing a lesson I've learned about my business, and how I communicate with people I want to be in my audience. 

I started recording my podcast on video and posting the episodes on YouTube, after avoiding it for years. It's expanding my audience and helping me reach new people, including prospective customers.

See, I just didn't w...

What do you do after founding a global fitness brand like Club Pilates? For Allison Beardsley, the next move is all about longevity, wellness, and the booming demand from adults over 50.

In this episode of The Optimal Aging Podcast, Allison joins Jay Croft to talk about her new venture — The Red Light Method — a boutique red light therapy franchise focused on healthy aging and recovery. She shares why this technology matters, what gym owners should know about it, and how red light therapy could be the next big thing in wellness services for older clients.

Whet...

Still on the fence about sending regular emails? In this conversation with Lara Gallert from Alloy Personal Training, we dig into how simple email newsletters drive engagement, boost retention, and make your fitness brand stand out with older adults.

Plus, Lara shares her own studio’s wins and how we turned one email into serious ROI.

🧠 Best for: gym owners, franchisees, and coaches building community

You’ll learn:

Enjoy Lar...

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 Florid...

Trainers often ask me for advice about taking their businesses mobile, how they can bring their fitness equipment and coaching to clients over 50 in the clients’ homes. Well, on this episode, I’m talking to a trainer who has figured it out and sharing all his tips.

Benjamin Villalon has been training people at home for a while with Benefitnessnow in Houston.And just last year, he and his wife, Claudia, and their team of trainers began developing Agestrong Fitness for the over-50 market.  

Benji reports things are going great, and I couldn’t be happier...

In this week's episode of the Optimal Aging Podcast, I’m joined by veteran fitness trainers Shebah Carfagna and Nate Wilkins, who are finding new ways to help more people live fit, healthy lives. 

Shebah, 67, and Nate, 71, share their fitness journeys, personal health challenges, and news about a couple of new partnerships, including their selection as two of five sponsored AARP athletes nationwide. 

They’ve been in the game a long time and created the Ageless Workout Method to help improve longevity, health span and overall wellbeing. And I love a distinction they make between using...

About a year ago, I had Nick Garrity on the podcast for the first time. Back then, I had just started helping him with his newsletters and other content marketing, and he had 2 Alloy studios up and running here in Atlanta, with a third on the way.

Now, a year later, all three of Nick’s studios are doing great. In fact, on the day we did this second interview you’re about to hear, Nick and his team were celebrating a big milestone: They had reached their membership goal for one of those studios, after a stea...

The biggest social media channels in the world have been in the news a lot lately. And it has renewed my belief in the power of email for marketing your small business and exercising the greatest control over your communications.

Now, I’m not saying you shouldn’t use Facebook or any of the others — they’re still powerful tools, of course. And I’m not getting into the controversies around any of it.

But I want to refocus your attention on email newsletters to grow your business. I’ll create a new episode about it shortly...

Why is there still a stigma around Botox and other simple cosmetic procedures? And what role does skin health play in healthy aging?

These are topics I discuss on this episode with Atlanta dermatologist Dr. Mary Alice Mina. You know, it’s funny. We don’t think anything about working out and looking better… but we raise a skeptical glance at the possibility of Botox, fillers, or peels. What’s the difference between them and, say, dying your hair?

I find Botox to be an entry topic for the more relevant subject of skin health, cancer s...

It’s an exciting time for the fitness industry, with broad trends coalescing around topics like longevity, wellness, preventive care and others that are particularly resonant for fitness over 50.

So what does the new year hold for all of this?

Well, I’m lucky today to share a conversation about all of this with one of the people behind the Connected Health & Fitness Summit, which is planned for February in Los Angeles.

The event’s website says its mission is to “redefine healthcare by placing fitness, wellness, and technology at its core. We’re driving...

What role does fitness play in preventive healthcare after 50? I believe it's a big one, as does my guest this week on the Optimal Aging podcast, the show all about getting more mature adults to live healthier lives.

New York urologist Dr. David Shusterman says more mature adults are understanding the relationship between exercise and healthy living -- and they want to make the most of their lives, regardless of age.

We talk about changing hormones, prostate health, sex, Botox -- and, yes, the importance of staying physically fit. 

It's a helpful conversation a...

Curious about how small group personal training can revolutionize your fitness business and attract clients over 40? Join us as Vince Gabriele, an acclaimed gym owner, Fit Biz coach, and marketing expert, shares his transformative insights from his latest book, "The Ultimate Guide to Small Group Personal Training." Vince reveals why small group training is a win-win for trainers and clients alike, offering financial benefits and unique advantages tailored to an older demographic. You’ll walk away with actionable strategies for creating a cohesive training environment that keeps clients coming back, including those in the coveted "older" market, over 40 or 50 ye...

Imagine if your job was to review restaurants, test recipes, and hobnob with the foodiest of the foodies in a major American city.

Well, my friend Jill Silva has had that job for decades. She was the Food editor of the Kansas City Star for more than 20 years and now has a PR business focusing on food and dining.

Now, at 60, Jill has a new passion: Powerlifting.

Jill’s is the kind of story you need to be sharing with your prospects, clients, and communities. It’s relatable and inspiring. She says she feel...

I was at a little dinner party the other night and the conversation turned to fitness for people over 50. All four of us at the table are in the demo and we’re all healthy and active.

My partner and I are in the fitness industry and I quickly realized that we were discussing things on a different level than our friends, more familiar, in shorthand. It reminded me that the messages about fitness over 50 are still unfamiliar to most people. I think about them so much that I forget that not everyone else does so, as we...

Unlock the secrets to optimal mobility and injury prevention for those over 50 with Andrew Menter, the visionary CEO of Physmodo. Discover how a simple overhead squat assessment captured through your smartphone can revolutionize fitness routines by measuring and enhancing mobility, stability, posture, and symmetry. Andrew enlightens us on the concept of movement as a vital sign and the paramount importance of addressing asymmetry to stave off injuries. This conversation is brimming with actionable insights for both fitness enthusiasts and professionals eager to maximize their potential and well-being.

We also trace the fascinating evolution of motion tracking technology...

My grandmother, who was born in 1905, lived at home until the end of her life at 95, but she was always afraid her children would send her to an old folks home, as she called it. 

Nowadays, things have changed so much we might even need a new vocabulary to discuss communities for older people.

But whatever we call them, they’re offering a more attractive environment for people to live later in life, with individual homes, nice amenities, and lots of fitness and recreation activities.

What’s it like at one of these commu...

Could targeting the over-50 demographic unlock unprecedented growth for your fitness business? Listen to Jay Croft of Prime Fit Content as he reveals five essential strategies to make your fitness brand stand out in a crowded market. Drawing from his recent presentation at the Functional Aging Summit, Jay delves into the challenges of feeling invisible in the fitness industry and how understanding your brand essence can be a game-changer. Learn how to clarify your identity and purpose, boldly communicate your message, and utilize multiple channels to engage your audience continuously.

Jay also highlights the immense economic potential...

Unlock the secrets to a sharper mind and healthier body with our guest, Dr. Cody Sipe, CEO of Brain Body Fitness franchise. Ever wondered how pairing brain games with physical exercise could stave off dementia? In this engaging episode, we dive into the innovative world of Marbles Brain Body Fitness, the pioneering brain gym franchise focused on a brain-first model. Cody, a co-founder of the Functional Aging Institute, reveals how dual-task technologies and unique workout concepts can make fitness more accessible and effective in combating cognitive decline and dementia.

Discover the fascinating world of exergaming, where exercise...

How old is too old?

How late in life is TOO late in life to get fit, change your life, and improve your health?

Or is the answer, it’s never too late? 

Well, these are the questions we’ll be covering on this episode of Optimal Aging, where we discuss the business of exercise, healthy living and wellbeing for people 50 and over. Each week, we explore what healthy living means for millions of people in this lucrative, yet underserved market, with a focus on communications, content, and making powerful connections.

Gwend...

On the last episode of Optimal Aging, I shared a recent presentation I gave to the Functional Aging Institute online. THIS episode features the Q&A session that followed, and it's full of smart questions and (I hope) useful replies.

Do you wonder about posting on a blog?

How often you should share on social media?

And what about emails?

Then, this is the session for you, as Dr. Dan Ritchie and I of FAI field questions from other fitness pros serving the over-50 market.

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