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 Timestamps00:00 – 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 InformationAndrew CoatesAndrew 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/andrewcoatesfitnessPodcast: Lift Free and Diet Hard🎧 SponsorPrime 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🎤 HostJay 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: [email protected]👍 Calls to ActionSubscribe to The Optimal Aging PodcastShare this episode with a coach or gym owner who works with adults 50+Visit https://primefitcontent.com to learn more

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: @christianliddleMentioned Book: Selling Longevity by Jay Croft – https://a.co/d/iumKfjTEpisode 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/iumKfjTPrime Fit Content – https://primefitcontent.com🎤 Host: Jay Croft Helping fitness professionals grow businesses by reaching people over 50. 🌐 Website: https://primefitcontent.com 📧 Contact: [email protected] 📱 Instagram: @primefitcontent👍 Enjoying the show? Rate us on Apple PodcastsShare this episode with a friend#OptimalAging #ChrisLiddle #FitnessOver50

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 mistakeHow often you should email your list (and why two emails a week is just right)The role of consistent storytelling—including from outside your gymWhy social media is not your best marketing assetWhat over-promoting discounts can really cost youWhy AI can’t replace authentic, human communicationTimestamps: 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: [email protected] 📱 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 – @primefitcontentLoved this episode? Share it with a fellow fitness pro who serves clients over 50!

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 TopicsHoliday Fitness Gift IdeasJay’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 BusinessesHow to collaborate with salons, cafes, bookstores, and wellness providers.Turn single visits into community-building events.Reaching GLP-1 UsersUnderstand the needs of clients on weight loss meds.How to position your services as the “next step” in their health journey.🕒 Timestamps00:00 – 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: [email protected] 📱 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.

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 GirtmanBio: 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.comLife on Film Photography: https://lifeonfilmphotography.com🎯 Episode OutlinePlanning Photos That Help Your BusinessWhy visuals matter for fitness marketingWhy most gyms fall short with event photographyPre-Event Strategy: Assign, Plan, ScoutAssigning a photographerBuilding a basic shot listUnderstanding your venue and lightHow to Shoot Like a Pro (Without Being One)Three pillars: fill the frame, clean background, strong subjectBeginning-middle-end storytellingTips for better smartphone settingsEditing and Posting for ImpactSimple edits you can do on your phoneCropping and filters to enhance usabilityMatching photo format to platform (IG, FB, website)Bonus: Jenni's Live Photo ReviewReal-time examples of good and bad shotsWhat to fix and how to fix it⏱️ Timestamps00:00 – 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