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: jay@primefitcontent.com

👍 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: jay@primefitcontent.com

📱 Instagram: @primefitcontent

👍 Enjoying the show?

• Rate us on Apple Podcasts
• Share 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 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: jay@primefitcontent.com

📱 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: jay@primefitcontent.com

📱 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

This holiday season, ditch the tired “burn off the pie” message.

In this episode of The Optimal Aging Podcast, Jay Croft shares seven high-impact messaging strategies for gym owners, trainers, and health coaches who serve the 50+ population. You’ll learn how to communicate with compassion—not guilt—while keeping your clients engaged and consistent through the holidays.

From practical travel workout tips to mindful eating reminders and ways to foster deeper community, this episode is a complete framework for turning holiday chaos into authentic connection and retention.

What You'll Learn:

• How to replace fear-based fitness messaging with hope and encouragement
• Why older adults ignore shame-based calls to action
• Real-world tactics to keep clients active during travel
• How to highlight community and member wins to build your brand

Timestamps:

• 00:00 – The holiday fitness guilt trip: why it doesn’t work
• 01:00 – People over 50 want support, not shame
• 02:00 – Reflection, connection & gratitude as holiday fitness themes
• 03:00 – Strategy 1: Reframe messaging with positive reinforcement
• 04:00 – Using gratitude and consistency as motivators
• 05:00 – Strategy 2: Promote meaningful self-care (not spa fluff)
• 06:00 – Strategy 3: Smart travel fitness tips for staying active
• 08:00 – Gear to pack + travel-friendly routines
• 09:00 – Strategy 4: Mindful eating without restriction
• 10:00 – Nutrition swaps, healthy recipes & realistic advice
• 11:00 – Strategy 5: Stay visible with social + event content
• 12:00 – Showcase member fun to boost retention and reach
• 13:00 – Strategy 6: Holiday gift ideas + pre-sales that convert
• 14:00 – Promote habits, not resolutions
• 15:00 – Strategy 7: Build connection to build your business
• 16:00 – Final thoughts + where to get more support

🎤 Host: Jay Croft
Jay helps fitness professionals grow their business by communicating effectively with the 50+ demographic.

🌐 Podcast Website: https://primefitcontent.com

📬 Contact: jay@primefitcontent.com

📘 Book: Selling Longevity on Amazon
https://www.amazon.com/Selling-Longevity-Over-50-Transform-Business/dp/B0FHF6W8FL

📱 Instagram: @primefitcontent

🔗 LinkedIn: Jay Croft

🎧 Related Resources:

• Prime Fit Content for Fit Pros → https://primefitcontent.com
  
  
• Travel Workouts PDF – Email Jay to request: jay@primefitcontent.com
  
  

👍 Rate the show on Apple Podcasts

📬 Join the community newsletter → https://primefitcontent.com

Love this episode? Share it with your team or tag us on social with #OptimalAgingPodcast.

In this episode of the Optimal Aging Podcast, host Jay Croft talks with Dave Appel, Chief Health and Fitness Officer of KORB Health Group. KORB’s mission is to bridge the gap between medicine, wellness, and fitness, creating a more integrated and accessible approach to health—especially for people over 50.

They dive deep into the controversy around GLP-1s like Ozempic and Wegovy. Rather than viewing them as shortcuts or “cheating,” Dave urges fitness professionals to see these tools as gateways for deconditioned people to finally walk into the gym. This is a forward-thinking episode for anyone in fitness who wants to grow their reach and impact.

Guest Name:
Dave Appel

Bio:
Dave Appel is Chief Health and Fitness Officer of KORB Health Group, where he leads the integration of GLP-1s, hormone therapy, and telehealth solutions into fitness environments. A former PE teacher and gym owner, Dave has decades of experience building programs that meet people where they are and help them transform their lives.

Links:

• Website: https://korbhealth.com

Topics Covered

GLP-1s Are Tools, Not Cheating

• Why the fitness industry needs to stop judging people using medical help to get started.

Dave’s Journey into Integrated Health

• From PE teacher to CrossFit owner to health-tech innovator.

KORB’s Mission and Model

• How KORB is bridging medicine, wellness, and fitness in gyms nationwide.

The Business Case for Gym Owners

• Why GLP-1s can grow your membership and your bottom line.

Serving the Over-50 Population

• Making fitness more inclusive, accessible, and sustainable through tech and telehealth.

🎤 Host: Jay Croft
Jay helps fitness professionals grow their businesses by reaching more people over 50 through Prime Fit Content.

🌐 Podcast Website: https://primefitcontent.com

📬 Contact: jay@primefitcontent.com

📱 Instagram: https://www.instagram.com/primefitcontent

👍 Rate the show on Apple Podcasts
📥 Join our email list – https://primefitcontent.com

📢 Share this episode with a fitness pro who needs to hear it!

In this inspiring episode, Jay Croft talks with Diane Firmani — a 71-year-old triathlete, women’s hockey player, and standout on the latest season of The Golden Bachelor. Diane shares what led her from snowy Wasilla, Alaska, to a national TV spotlight, and how she uses fitness, community, and a bold spirit to redefine aging.

You’ll learn why movement matters, how friendships support longevity, and what The Golden Bachelor gets right about older adults. Diane also opens up about her training routines, motivation after loss, and why looking good is still a valid goal.

🏒 Guest: Diane Firmani

Bio:
Diane Firmani is a 71-year-old athlete and Alaskan native who competes in triathlons, plays women’s hockey, and recently appeared on The Golden Bachelor. She embodies what it means to age boldly and actively.

🔹 Episode Outline

Sign Up and Show Up

• Diane's motto for life and staying active in Alaska’s cold, dark winters

Behind the Scenes of The Golden Bachelor

• Why she auditioned, how she got picked, and what filming was really like

Fitness, Friendship, and Motivation

• The role of like-minded women in keeping each other accountable and moving

Competing in Hawaii

• How she trains for triathlons year-round despite harsh weather

20 Years of Women’s Hockey

• Organizing the annual Sea Cup tournament and staying competitive at 70+

Representing Alaska on National TV

• How her appearance resonated with audiences — and what she told the Bachelor himself!

📚 Resources Mentioned:

• Prime Fit Content: https://primefitcontent.com
  
  

🎤 Host: Jay Croft
Jay helps fitness professionals reach the over-50 market with content that connects and converts. Learn more at https://primefitcontent.com

📱 Follow Jay:

• Instagram: https://www.instagram.com/primefitcontent
  
  
• LinkedIn: https://www.linkedin.com/in/croftjay
  
  

📥 Contact: jay@primefitcontent.com

👍 Rate the show on Apple Podcasts
📬 Join the email list – https://primefitcontent.com

Loved this episode? Share it with a friend or tag us on socials using #OptimalAging.