What happens when a national fitness brand realizes its best members are over 40? For Row House, it sparked a powerful new direction—and a brand refresh rooted in vitality, community, and smart training.In this episode of the Optimal Aging Podcast, Jay Croft chats with Noel Miller, Row House's Manager of Training and a 30-year fitness pro. Noel shares how the indoor rowing franchise took a close look at its data, saw who was showing up, and leaned all the way into a smart, low-impact, high-intensity training model that's ideal for midlife adults.This is more than a business case study—it's a roadmap for fitness professionals who want to grow by speaking directly to people over 40 in ways that are authentic, inclusive, and deeply motivating.👤 Guest: Noel MillerBio: Noel Miller is a longtime group fitness instructor and coach who now serves as the Manager of Training at Row House, a growing boutique fitness brand with more than 40 studios across the U.S. His passion for community, music-driven workouts, and lifelong vitality fuels his mission to make fitness accessible—and exciting—for people at every stage of life.Links:Row House: https://www.therowhouse.comInstagram: https://www.instagram.com/noelmilleratl/🧭 Episode Highlights00:00 – Vitality at any age Noel and Jay discuss redefining fitness as you age, and what it really means to feel “vital.”02:00 – Meet Noel A 30-year industry veteran, Noel shares his journey from aerobics classes in college to national leadership at Row House.05:00 – From pandemic pivot to passion How a job search in 2021 led Noel to Row House and eventually into a leadership role.06:30 – The breakthrough research Row House hired an agency to evaluate its brand, audience, and growth strategy — and found their core customer was over 40.08:00 – Rowing as a longevity tool Why rowing is ideal for people with joint issues, recovering from injuries, or wanting sustainable fitness.10:00 – The full-body workout myth Jay shares his surprise at how demanding rowing really is, and Noel explains why it works 85% of your muscles.13:00 – Creating a campaign How Row House launched a marketing refresh rooted in real testimonials, vitality, and inclusivity.17:00 – HILIT: High-Intensity, Low-Impact Training Why this training style is gaining ground and is ideal for midlife adults.21:00 – From vanity to vitality Jay and Noel reflect on shifting motivations for exercise, from looks to lifestyle.25:00 – Social proof matters Why Row House’s marketing now features real clients over 40 — and what other businesses can learn from it.30:00 – The path forward How Row House plans to keep growing with authenticity and purpose.📚 Resources MentionedRow House: https://www.therowhouse.com🎤 Host: Jay Croft Jay helps fitness professionals grow their businesses by serving the over-50 market with clarity, confidence, and proven messaging.🌐 Podcast Website: https://primefitcontent.com 📬 Contact:
[email protected] 📱 Follow Jay:Instagram: https://www.instagram.com/primefitcontentLinkedIn: https://www.linkedin.com/in/croftjayLoved this episode? Share it with a friend or tag us on social using #OptimalAgingPodcast.
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