Description

In this compelling follow-up to last week's conversation, Jay Croft is joined by Dan Ritchie, co-founder of the Functional Aging Institute, to explore the diversity within the over-50 fitness market. While most gyms target deconditioned older adults, Dan and Jay discuss the often-overlooked segment of active, high-performing individuals in this age group who still seek challenge, adventure, and high-level coaching.

They share practical strategies for fitness professionals to market to all older adults by showcasing a variety of real client stories — from someone wanting to hike glaciers in Patagonia, to another preparing to summit Mount Kilimanjaro. If you're in the fitness industry and you want to serve the full spectrum of people over 50, this conversation is a must-listen.

Guest: Dan Ritchie

Bio:
Dan Ritchie is the President and co-founder of the Functional Aging Institute and a former longtime gym owner. With decades of experience training older adults, Dan specializes in helping fitness professionals serve the unique needs of clients over 50 — from beginners to elite performers.

Main Topics Covered:

Not a One-Size-Fits-All Market

• Why the over-50 demographic is more diverse than many gym owners realize
• How to avoid alienating active older adults by assuming everyone is a beginner

The Power of Storytelling

• How real-life client stories like summiting Kilimanjaro or traveling Europe inspire belief and action
• Tips on using storytelling in marketing to connect with a variety of client types

Program Design for Every Fitness Level

• Why you must scale programs for different abilities
• The importance of making experienced clients feel seen and appropriately challenged

Marketing to the Advanced 50+ Client

• What gym owners can do to attract fit, motivated clients over 50
• Balancing welcoming beginner messaging with high-performance program offerings

Timestamps:

00:00 – The power of believing what's possible after 70
 01:00 – Jay introduces Part 2 with Dan Ritchie
 02:00 – Overview of Andrew's fitness question from last episode
 04:00 – Stats on low exercise rates over age 65
 05:30 – Why we need to speak to all fitness levels
 07:00 – Stories that resonate with high-performing older adults
 08:30 – Kilimanjaro, Patagonia, and client adventures
 10:00 – Fitness goals like golf, tennis, and pickleball
 13:00 – Making clients feel seen and supported
 16:00 – Jay's story about "Papillon" the grandfather
 18:00 – Creating a gym where everyone feels they belong
 20:00 – Reversing decline through consistent training
 21:00 – Lance's story: feeling better at 75 than at 65

🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by better connecting with people over 50 through content marketing that works.

🌐 Podcast Website: https://primefitcontent.com

📬 Contact: jay@primefitcontent.com

📱 Instagram: @primefitcontent

💼 LinkedIn: Jay Croft

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 📥 Contact us – jay@primefitcontent.com

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