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 Timestamps
00:00 – 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 Information
Andrew Coates
Andrew 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/andrewcoatesfitness

Podcast: Lift Free and Diet Hard
🎧 Sponsor
Prime 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

🎤 Host
Jay 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 Action
Subscribe to The Optimal Aging Podcast
Share 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: @christianliddle

Mentioned Book:
Selling Longevity by Jay Croft – https://a.co/d/iumKfjT

Episode 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/iumKfjT

Prime 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

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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 mistake
How often you should email your list (and why two emails a week is just right)
The role of consistent storytelling—including from outside your gym
Why social media is not your best marketing asset
What over-promoting discounts can really cost you
Why AI can’t replace authentic, human communication
Timestamps:
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 – @primefitcontent
Loved 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 Topics
Holiday Fitness Gift Ideas
Jay’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 Businesses
How to collaborate with salons, cafes, bookstores, and wellness providers.
Turn single visits into community-building events.
Reaching GLP-1 Users
Understand the needs of clients on weight loss meds.
How to position your services as the “next step” in their health journey.
🕒 Timestamps
00:00 – 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 Girtman
Bio:
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.com

Life on Film Photography: https://lifeonfilmphotography.com

🎯 Episode Outline
Planning Photos That Help Your Business
Why visuals matter for fitness marketing
Why most gyms fall short with event photography
Pre-Event Strategy: Assign, Plan, Scout
Assigning a photographer
Building a basic shot list
Understanding your venue and light
How to Shoot Like a Pro (Without Being One)
Three pillars: fill the frame, clean background, strong subject
Beginning-middle-end storytelling
Tips for better smartphone settings
Editing and Posting for Impact
Simple edits you can do on your phone
Cropping and filters to enhance usability
Matching photo format to platform (IG, FB, website)
Bonus: Jenni's Live Photo Review
Real-time examples of good and bad shots
What to fix and how to fix it
⏱️ Timestamps
00:00 – 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