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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…

How do your clients …

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 want to bother with YouTube because I don'…

In this episode I interview Alison Beardsley, the founder of Club Pilates and Red Light Method to explore how red light Therapy is transforming fitness and wellness — especially for people aged 50 a…

In this episode I in…

In this episode I interview Alison Beardsley, the founder of Club Pilates and Red Light Method to explore how red light therapy is transforming fitness and wellness — especially for people aged 50 and above.Alison shares her journey from launching Club Pilates to pioneering Red Light Method, a new wellness concept designed to help people improve their health, manage pain, lose weight, and rejuvenate their skin — all through the power of red and near-infrared light.Topics Covered :-✅ How red light therapy works and why it’s gaining popularity✅ Benefits for pain relief, arthritis suppo…

Some gym owners still resist using email newsletters to market their businesses, and I just don’t get it. Some say they don’t like spam — OK, then don’t send spam. Some say they don’t like r…

Some gym owners stil…

Some gym owners still resist using email newsletters to market their businesses, and I just don’t get it. Some say they don’t like spam — OK, then don’t send spam. Some say they don’t like reading emails — OK, but lots of people do. Some people say social media is enough — despite changing algorithms and the inability to own your content and distribution lists.So, I’m presenting today Lara Gallert, the OG Alloy Personal Training franchisee, who’s about to celebrate five years focusing on the active adults in North Carolina. She shares why she believes so strongly in the impor…

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 …

How do you market yo…

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 c…

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 …

Trainers often ask m…

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 for them – especially since they’…

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 live…

In this week's …

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 ru…

About a year ago, I …

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 steady, consistent effort of building partnerships, reaching out to the market, and provi…

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 cont…

The biggest social m…

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, but this week I want to revisit an episode from two or three ye…

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 dermatologis…

Why is there still a…

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 screenings, and the like. I'd been hoping to have a…

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 …

It’s an exciting t…

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 the next wave of Innovation by…

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 …

What role does fitne…

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 and provocative in the bes…

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 exp…

Curious about how sm…

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 comin…

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 F…

Imagine if your job …

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 feels, moves, and looks great, and she’s finding new confidence — even a little swagger, i…

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 was at a little di…

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 well.It made me wonder if gym owners and others in health and fitness make the s…

Unlock the secrets to optimal mobility and injury prevention for those over 50 with Andrew Mentor, the visionary CEO of PhysMoto. Discover how a simple overhead squat assessment captured through your …

Unlock the secrets t…

Unlock the secrets to optimal mobility and injury prevention for those over 50 with Andrew Mentor, the visionary CEO of PhysMoto. 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 wel…

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 hav…

My grandmother, who …

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 communities? Do they seem appealing to you? Well, that’s what we’re lookin…

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 bra…

Could targeting the …

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 …

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…

Unlock the secrets t…

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 fascinatin…