In this episode, Rick Mayo chats with Jay Croft, a fitness marketing expert and author of Selling Longevity Over 50, about how fitness businesses can cater to the growing over-50 demographic.

Jay shares the insights that helped him craft a guide for gym owners looking to serve this age group, showing them how to market effectively and, more importantly, how to connect with people who are often overlooked in the fitness space.

Jay breaks down how fitness for those over 50 isn’t about hitting extreme fitness goals but about creating a long-term health plan that enhances their ability to live life to the fullest. He discusses the importance of crafting messages that resonate with older adults, showing them that fitness isn’t just about looking good - it’s about feeling great, being active, and doing the things they love for longer.