Boost Your Gym Revenue: How to Launch an Active Ager Fitness Program

7 Common Mistakes Gyms and PT Clinics Make When Targeting the 50+ Market

Mon, 03 Nov 2025 15:17:24 GMT

Many gyms and physical therapy clinics struggle to connect with clients over 50.

And that’s a problem, because this group, nearly 140 million strong , controls over 70% of U.S. wealth and continues to commit to fitness with purpose.

They’re loyal, consistent, and willing to invest in businesses that understand their goals and speak their language.

Yet too many health and wellness professionals miss the mark. They either overlook this audience or fail to market and design programming that resonates with them.

Below are seven common branding and marketing mistakes I see, and how you can fix them to attract and retain high-value 50+ clients who help your business thrive.

Mistake 1: Ignoring Your Target Audience

Gym owners and PT clinics often skip defining their ideal customer. Or they think they know who that person is, meaning “anyone who wants to get fit,” and end up spreading their efforts too thin.

The truth is, when you try to appeal to everyone, your message connects with no one.

Adults over 50 have specific goals and challenges.

Some want to regain mobility or improve balance. Others are driven to build strength and stay competitive. Without a clear understanding of who you’re speaking to, your marketing will always miss the mark.

Fix: Start by creating detailed customer personas based on real client conversations.

Ask:

What goals drive you to stay active?
What keeps you from staying consistent?
What frustrates you about fitness or therapy programs?

Then tailor your programs, offers, and communication to meet those needs.

When you deeply understand your clients, you stop guessing.

And start building real trust.

Mistake 2: Ignoring Customer Feedback

Many businesses underestimate the insight their 50+ clients can provide.

This group is honest, thoughtful, and vocal about what works and what doesn’t. But most gyms and clinics rarely ask for feedback, which means they miss a constant stream of ideas to improve programs, refine messaging, and increase retention.

Fix:

Create a simple monthly or quarterly survey. Keep it short and direct:

What part of your program do you enjoy most?
What would make your experience even better?

Act on what you learn. When clients see you listening and responding, loyalty skyrockets.

If you want to attract more clients over 50, start by listening to the ones you already have. Step into their world. Understand their frustrations, routines, and motivations.

Build your messaging and services around those insights, not assumptions.

Mistake 3: Inconsistent Brand Messaging

Many owners send mixed signals across their website, social posts, and ads. The tone shifts from formal to casual, or the message changes depending on the platform.

Your brand messaging should feel consistent and familiar wherever your audience finds you.

As Donald Miller explains in StoryBrand , your job is to be the guide, not the hero. Think of Luke Skywalker and Yoda. Your clients are Luke. You’re the one showing them the path to strength, vitality, and confidence.

Older clients crave clarity and authenticity. They want a brand that communicates purpose, not hype.

Fix: Develop a clear, client-centered message that stays consistent everywhere. Base it on your customer research, their goals, their language, their values.

For example:

“We help adults 50+ build strength, move better, and live pain-free.”

That’s direct, meaningful, and focused entirely on them.

Mistake 4: Offering Too Much and Standing for Too Little

A common mistake is trying to be everything to everyone, offering every possible program or service in hopes of pleasing everyone.

This scattershot approach confuses prospects and waters down your expertise.

People over 50 don’t want a “do-it-all” business.

They want specialists who understand their unique needs, whether it’s functional strength training, mobility improvement, or longevity-focused wellness.

Fix: Identify your strongest area of expertise and double down on THAT!

If your best results come from helping adults regain strength after injury, make that your brand focus.

Then build your marketing, onboarding, and programs around that specialty.

When you focus on what you do best, you stand out more, attract better-fit clients, and build a memorable brand.

Mistake 5: Overlooking the 50+ Market Altogether

This one’s surprising, but it’s still common.

Many gym and clinic owners assume younger audiences drive growth. But in reality, adults over 50 are more consistent, more financially stable, and often more committed to long-term results.

They have the time, money, and motivation to invest in their health, yet most marketing still chases 20- and 30-somethings.

Fix:

Make the 50+ demographic a core part of your strategy.

Understand their priorities: healthspan, vitality, community, and independence.

Create offers, messaging, and programs that speak to those desires... not just “fitness” but the freedom to move, live, and feel better.

If your off-peak hours are empty, this group is your best opportunity.

Build programming for daytime slots, small-group strength training, or specialized mobility workshops.

Want to see where you stand?

I’ve created a short diagnostic tool that helps identify what’s holding your business back from attracting high-value clients over 50, and what to do next.

Mistake 6: Ignoring AI and Automation

AI isn’t just for big corporations, it’s a tool every small business can use to personalize experiences and save time.

Yet many gyms and clinics still rely on manual processes for emails, follow-ups, or programming.

Fix:

Use simple AI-powered tools to improve communication and personalization.

For example:

Chatbots to answer questions or book consultations
AI systems that generate personalized workout or therapy plans based on client data
Tools like ChatGPT or Google NotebookLM to create educational content, refine messaging, or analyze client feedback

Automation doesn’t replace the human touch, it amplifies it. It helps you spend less time chasing leads and more time serving clients.

Mistake 7: Neglecting Community Building

Most owners focus on acquiring new clients — not nurturing the ones they already have. But for adults over 50, community and connection are essential.

When they feel part of something, they stay longer, refer others, and become your best advocates.

Fix: Build community into your business model.

Host small events, workshops, or challenges that bring members together.

Partner with local businesses like chiropractors, yoga instructors, or pickleball coaches.

These collaborations build visibility, trust, and word-of-mouth referrals — the most powerful marketing channel there is.

Regular educational workshops also help people feel more confident before joining. It’s a low-pressure way for prospects to meet your team, see your space, and connect with your mission.

Local networking remains one of the most effective and underused marketing tools.

Seize the Opportunity

Avoiding these mistakes can completely transform how your gym or clinic connects with clients over 50.

When you narrow your focus, clarify your message, and build trust with this loyal audience, you stop chasing leads — and start attracting the right ones.

If you’re ready to see what’s holding your marketing back, take the free ActiveAge Diagnostic Assessment .

In less than 3 minutes, you’ll get a personalized report showing exactly where your biggest opportunities lie — and how to fill those off-peak hours with loyal, motivated clients over 50.

Takes just 2 minutes
100% free
Instant, custom report

Take the Free Assessment Now →

Your next step toward a more profitable, predictable business starts here .

What if the most profitable clients for your wellness business were the ones everyone else is ignoring?

Mon, 27 Oct 2025 20:14:39 GMT

As a personal trainer and marketing consultant over 60, I've seen firsthand how focusing on people in my age group can change everything.

My mission has two parts:

Helping people over 50 build strength, stay active, and move and feel better.

Helping businesses like yours—gyms, studios, apps, and coaches—reach and serve this powerful, often-overlooked demographic.

Curious why the demographic of people over 50 who want to look and feel better is pure gold?

They command 73% of US household wealth, a fortune built over decades.

With disposable income and time that younger people can only dream of.

The 50+ demographic is exceptionally loyal, deeply engaged, and highly motivated to invest in health and wellness.

And, with more than 124 million strong, this group is only getting bigger.

If you're a gym owner, yoga studio operator, fitness app creator, nutritionist, personal trainer, or wellness coach, here's a strategic plan to reach them.

It's not about tactics.

It‘s about strategy.

Understanding who they are, what they want, and how to reach them.

My Big Mistake (And How to Avoid It)

What if the one marketing move that nearly derailed my marketing business was something you're doing right now?

In my early days, I cast the widest net possible.

Marketing to everyone.

This blunder drew in endless "tire kickers" who browsed but never purchased.

High-maintenance clients who sapped my energy without real commitment.

And total mismatches that burned through my time, budget, and sanity.

I pursued dead-end leads that went nowhere.

Watched my passion fizzle out.

And saw my business stall, hemorrhaging opportunities along the way.

Don't let this happen to you.

Don't let unfocused marketing derail your business before it builds real momentum.

This is why I'm urging you to target an age cohort that can supercharge your growth.

It's not about marketing to everyone.

It's about zeroing in on a new ideal customer in that group.

Sure, you can serve a broad audience, but focusing on one 50+ persona draws them in like a magnet.

Get to know them.

Speak their language.

They'll buy your services and products, and voilà! They become your absolute favorites.

They love you, and you love them. They trust you, stay loyal, and stick around.

Your business will thrive because of it.

So what's not to love? Let's dive into the "how to."

1. Define Your Ideal Client

If you want more customers over the age of 50, get to know them.

A deep dive into this group is how you create a real connection.

So, step into their world so you understand their mindset, traits, and motivations.

Dive deep to create a buyer persona.

Treat this persona as your protagonist.

Give them a name like "Harry the semi-retired executive" or "Jane, the 70-year-old grandma" and focus on their personality, behaviors, and decisions.

Use Adele Revella’s 5 Rings of Insight:

Priority Initiatives: What matters most (e.g., boosting mobility or managing chronic conditions)?
Success Factors: What outcomes they crave (e.g., more energy or independence)?
Perceived Barriers: What holds them back (e.g., cost or accessibility fears)?
Their Journey: How they evaluate options (e.g., through referrals or online reviews)?
Decision Criteria: What seals the deal (e.g., trust or reputation)?

Conduct interviews with 5-10 current or recent customers or even prospects.

Ask open-ended questions:

What challenges you most (e.g., injury risks or low energy)?
What drives you to seek wellness (e.g., playing with grandkids or staying active)?
Why choose us over competitors?
How can we serve you better?

Prioritize the wants, needs, and behaviors that drive them to you to find out what they really want.

Consider an online assessment or quiz.

A simple assessment can be a goldmine for uncovering what really matters to them.

Tools like ScoreApp let you craft questions like the following:

"Who do you want to become in your fitness journey?"

"Are you ready to reclaim your strength and energy?"

You’ll learn about their motivations and can personalize follow-ups.

Use these insights to craft profiles and messages that speak directly to them, building trust and loyalty.

2. Clarify Your Message

Remind them: Your space is built for them!

Now that you know them, highlight exactly how you’ll help them get what they want!

Address their frustrations directly.

And make sure you use relatable language! (Think simple text and empathy over hype).

Yes, they have the money and time.

But they want to like you and trust you, and their bullshit meters are finely tuned from years of experience, spotting hype from a mile away.

Deliver tailored services.

Treat them right and they'll become loyal repeat customers!

So… stop chasing everyone!

Targeted messaging engages and converts.

It is the way.

3. Position your business as the go-to choice

Make your brand whisper: "We're made for people over 50."

Echo it everywhere.

Your website, social, ads, and emails.

Mirror their real journey, from their first doubts to lasting confidence.

This turns casual visitors into loyal customers and fans.

And you’ll outshine the one-size-fits-all crowd.

Here’s the thing…

Many wellness pros lose time and money chasing everyone.

They end up with mismatched clients and stalled growth.

You can skip that pain!

Start by truly knowing your ideal customer’s frustrations, motivations, and why they'd choose you.

Interview a few. Create an online quiz or assessment. Research the demographic!

Use those insights to craft content that builds trust, shares real advice, and shows your ideal customer the transformation they'll get.

Become their trusted guide!

If this hits home, let's talk .

I'll help pinpoint your ideal client, refine your messaging, and make you the natural pick for 50+.

Reply or book here .

Let's get it right!

The 50+ Marketing Myth You’re Probably Believing (And How to Map Your Ideal Client)

Mon, 27 Oct 2025 19:58:39 GMT

You're about to discover why a one-size-fits-all approach to the 50+ market is killing your results.

1. The Myth of the Monolith

Think the 50+ crowd is all the same?

Wrong.

From Baby Boomers to older Gen Xers, this group spans decades.

Ages 50, 60, 70… lumped together like they're identical.

But they're not.

I've seen 70-year-olds crushing it.

Lifting heavy. Running marathons. Competing fiercely.

And guess what? It’s not only about gaining stability, balance, and moving better.

Those are all good, and some clients desperately need the above.

But some people of a certain age want to look better. Lose weight. Gain muscle.

There's zero shame in that.

The Spectrum of people over 50 who want to get fit.

This demographic isn't narrow.

It's a vast range of people.

On one end: Bill, the sedentary guy.

Hasn't exercised in years or decades.
Eats poorly. On meds. Post-surgery.
His trigger? Bad test results. Or fear of losing independence.
He just wants to move better. Feel alive again.

In the middle: Jane, the 70-year-old grandma.

She stays active to chase grandkids.
Wants to play without pain. Keep up with life.

On the other end: The super-active 65-year-old.

Already fit. Now pushing limits.
Upping their game.

And then there's Steve.

This guy is a semi-retired executive.
He’s led teams. Tackled tough challenges.
He’s somewhat out of shape but does not want to be treated like a feeble old man!

There you have it!...

Deconditioned and atrophied.
Unfit but eager to move and feel better.
Active and ready to improve.
Peak performers pushing boundaries.

Wide range. Different stories. Big difference.

Why this matters for your business.

A message for Bill won't hook Steve.

Jane needs empathy. The elite ager craves challenge.

One size fits none here.

So if you’re marketing blindly, what do you do?

How do you start?

2. Niche down. Or go general?

Decide now, and it will be your business edge.

Want to specialize in deconditioned starters?

Charge a premium for gentle onboarding, emphasizing balance, movement, and stability.

Build custom programs, train your team on safe progressions, and craft branding that speaks directly to their fears of injury and desire for independence.

Or would you love to focus on people looking for a challenge?

Cater to the active and ambitious. Think peak performers like the super-active 65-year-old or Steve. People who are pushing boundaries.

You might specialize in strength training for 50+ men ready to get strong, build resilience, and feel unbreakable. (Yes, many people of a certain age are extremely driven!)

Or maybe you stay general.

In this case, you might dive into broad nutrition coaching, launch a restorative yoga studio for men and women, or create versatile fitness plans for anyone over 60 who simply wants to improve their fitness level.

Test directions:

Run online ads targeting sedentary vs. more motivated personas.

Host in-person or online workshops and ask for feedback.

Or experiment with branding tweaks and niche marketing campaigns to see which group is more interested in what you have to offer.

Network and operate as a "50+ generalist" for a year to see what resonates.

See what sticks and pick the winners.

3. Map your ideal client

Even if you're a generalist serving all people over 50, craft marketing around key customer segments.

It sharpens your appeal without limiting scope.

Build personas for types like Bill, Jane, or Steve to grasp their preferences, frustrations, desires, and needs.

If drilling down, pick one core persona to focus on.

For example, niche down to semi-retired executives like Steve, designing programs for 50+ men eager to build strength and resilience.

Here's how:

Who are you truly serving?

Bill's fears of starting from scratch?

Jane's drive to stay active with grandkids?

Steve's demand for tough, results-driven coaching?

Pick one persona. Start there.

Know Thy Ideal Customer:

A deep dive into this group is how you create a real connection.

To engage your ideal customer, step into their world.

Understand their mindset, traits, and motivations.

Tailor your programs and messaging to match their unique needs for lasting impact.

Engaging the 50+ Demographic

This brand-loyal, financially empowered crowd craves health upgrades.

According to Jeff Weiss, President of Age of Majority, “Almost 40% of Active Agers are making resolutions with goals around health and wellness topping the list.”

And unlike Millennials or Gen Z, they tend to stick with brands long-term.

Built trust and they’ll become your best clients!

Per usnews.com, “older adults are driven to boost health and have the time to commit to fitness. Their spending power, holding about 70% of disposable income, outpaces younger groups.

And, they’re digitally savvy, and not resistant to tech.

The 50+ market is a goldmine for those who master its nuances and deliver exactly what it craves.

Figure this out, and watch your business grow!

Audit your messaging.

Review your site, social posts, and ads.

Does it target a specific customer (or segment)?

Or are you trying to appeal to everyone?

Tweak for clarity.

Gather insights.

Chat with clients.

Survey your list.

Ask: "What's your top fitness frustration at 50+?"

Build personas.

Refine your approach.

This is how you build a brand that attracts the right people and helps your business grow!

Ready to sharpen your 50+ strategy?

Discover how!

Are You Ignoring Health and Wellness’s Richest Clients?

Mon, 27 Oct 2025 19:44:13 GMT

You’re about to discover a group that will grow your health and wellness business.

But first, answer three questions to clarify their potential.

1. Is your passion helping people thrive in health and wellness?

2. Do you want clients who invest generously in their wellness journey?

3. Are you ready for clients who show up eager and committed every time?

If you answered "yes" to all three, your ideal clients are Active Agers (people over 50 driven to live healthier lives).

Who are these game-changers, and why are they your ticket to business growth?

This highly motivated group is the fastest-growing and wealthiest demographic globally.

Here are some eye-opening facts:

The 55+ demo is the wealthiest consumer class, holding approximately 73% of U.S. household wealth, roughly $97.3–108 trillion, as of 2023.
They prioritize quality of life, seeking wellness products like health supplements, fitness programs, and nutrition-focused solutions.
And they have BIG spending power, holding more than half of America’s wealth.

They value wellness and independence.

They’re tech-savvy, loyal customers.

And they are not retiring.

But many health and wellness businesses fail to connect with them.

Their brand misses the mark, meaning:

Low Trust: Active Agers, seasoned by experience, are skeptical of vague promises that don’t address their needs.
Lazy Marketing: Generic content and stock photos of young people alienate them. And businesses don't create buyer personas to understand this demo.
Weak Brand Strategy: Without distinct positioning, businesses blend into the crowd, failing to attract and engage the 50+ demo.

So, how do you attract Active Agers and boost your wellness business?

1. Build trust with authentic messaging

Active Agers are wise to vague promises and want real solutions.

Work to fully understand them, because generic marketing and lackluster content won’t cut it.

To be the top brand for 50+ clients, craft a strategy that meets their needs, earns trust, and positions you as their best choice.

2. Market smarter, not younger

Lazy marketing with stock photos of jacked 20-somethings screams “not for me” to the 50+ crowd.

Create buyer personas to nail their priorities: functional fitness, vitality, and quality of life.

80% of Active Agers are online and crave content that feels real. Use social media to connect with them and build trust.

3. Stand Out with a bold brand strategy

A weak brand fades in a crowded wellness market.

Stand out as their only choice by dominating this niche.

Align your brand with their needs to convert visitors into loyal clients who pick you over generic rivals.

Learn to use every touchpoint, from ads to email, to reinforce this.

Ready to tap a wealthy, growing market?

Don’t let Active Agers pass you by.

Get started!

Why Clients Over 50 Ignore Your Brand (and How to Fix It)

Mon, 27 Oct 2025 17:18:15 GMT

Your wellness brand is invisible to Active Agers, and I’m about to reveal the surprising reason why.

First, who are active agers?

Active Agers are people, 50 and older, who embrace aging by remaining physically, mentally, and socially active.

They're eager to get fit, have the time and money to invest, and hold significant wealth.

In a nutshell: Ignoring a group that controls 70% of U.S. wealth and craves tailored fitness solutions is a costly mistake.

Health and wellness brands often overlook the 50+ crowd by chasing Gen Z or Millennials.

Or relying on outdated stereotypes.

For example, many assume this group is tech-averse or less active, but nothing could be further from the truth.

Active Agers are tech-savvy and deeply invested in fitness and nutrition.

They hit the gym, try apps, and buy supplements, but many brands aren’t speaking their language.

Here’s how key segments are missing out, and how to fix it:

Gyms: Missing the mark with intimidating and generic programs

Gyms cater to younger crowds, leaving the 50+ crowd feeling out of place among “gym bros and gals”.

If you've been to a big box gym, you know what I'm talking about.

Big gyms can intimidate newcomers, especially those over 50, with loud music, a 20- to 30-something demo, and complex equipment.

Many gyms lack programs like joint health, mobility, or strength training for aging bodies.

They also underestimate the drive and capability of active agers who are eager to lift heavier, run faster, jump higher, and elevate their game.

They’re often treated as frail and old, but they feel vibrant and want respect, not pity.

And they are a diverse group with different goals and needs.

Recent trends show progress, but gym owners need to catch up because there is a huge opportunity here!

How to fix it:

Ditch the “frail” stereotype. Active Agers don’t see themselves as old, so don’t treat them like old people.

At the same time, don’t assume they have the same fitness level or goals as your 35-year-old client.

Offer welcoming, flexible programs for all fitness levels.

Embrace their vitality and determination.

Highlight their goals. Promote benefits such as improved mobility, heart health, and mental clarity.

Show it’s never too late.

Feature real 50+ members crushing workouts to inspire confidence.

This group ranges from those seeking greater mobility and vitality to others determined to build serious strength and excel.

Nutrition and Supplement Brands: Chasing the Wrong Crowd

Nutrition and supplement brands target younger, fitness-obsessed consumers, often neglecting Active Agers.

Why do some brands miss this?

As Melaina Juntti explains in why natural product marketers shouldn't overlook aging consumers , "There are several reasons. For one, marketers are taught in school that 18-to-34 is the demographic that matters most, and that capturing this cohort is the ticket to gaining cultural traction."

Another factor is that most marketers are young. "Only 6% or 8% are age 50 and older," Jeff Weiss, founder of Age of Majority, notes in Juntti’s post. "The reality is that once you turn 40, you are considered a dinosaur in this industry."

"But when thinking about older consumers, people often think of stereotypes, such as an old guy sitting in a rocking chair just waiting to die."

And, funny enough, I’ve seen 20-somethings refer to anyone over the age of 40 as “Boomers.”

But today's active agers are nothing like those of the past.

Some might think “old fart,” but aging is a VERY different thing now.

The 50+ crowd is lifting weights, running, doing Pilates, and staying fit.

But the problem is that this is not how most brands view older adults.

Age of Majority reveals that 75% of Americans aged 55 and up qualify as "active agers," people who stay physically, mentally, socially, and digitally engaged.

They’re an affluent, educated, and tech-savvy demographic focused on health and quality of life.

Unlike previous generations, they embrace aging without fear, focusing on feeling and looking their best at their current life stage rather than chasing youth.

AND they are willing to invest in premium foods, drinks, and supplements to age well.

I know, because I’m in the demo!

A survey by Age of Majority of 785 active agers showed strong engagement with natural health products:

65% see them as complements to traditional medicine.

17% as preferred alternatives.

Currently, 61% use these products.

Of those consumers, 81% do so at least daily.

So, this is a HUGE market!

Data shows 63.8% of women over 45 take supplements, far outpacing younger men, yet messaging rarely addresses their specific needs, like bone health or energy support.

So, instead of just leveraging influencers like 20-something triathletes or podcast hosts with a younger audience, spend more time figuring out how to market to this lucrative audience.

How to fix it:

Speak their language. Create campaigns on gut health, heart health, or cognitive support, not just six-pack abs.

Use relatable faces. Swap the ripped influencers for 50+ ambassadors who embody vitality and authenticity.

Skip stock shots and find people who are using your products.

Find 50+ influencers to boost your brand on social media and YouTube.

Educate, don’t sell. Write content explaining how your products address their needs.

The 50+ market is not a niche but a broad, diverse group, retired, semi-retired, or super active, seeking to move better and improve health span.

Collaborate with fitness pros to create co-branded content.

Share success stories via email or YouTube, showing Active Agers thriving with your supplements.

These clients are the best.

They pay on time, show up, and stick with brands that build trust.

Encourage their loyalty with subscription models to foster ongoing engagement and steady revenue.

Online Fitness Platforms: Prioritizing High-Intensity Over Adaptation

Online fitness platforms often prioritize intense, youth-focused workouts, leaving Active Agers sidelined.

Youth-focused content works for Gen Z and Millennials, but to captivate the 50+ crowd, you need to offer tailored programs that resonate with their goals.

Many stream HIIT sessions or bootcamps, which are designed for quick results, assume users want extreme challenges.

But many people in the 50+ crowd want routines that build strength, balance, and endurance without risking injury.

The 50+ market is a broad, diverse group, from sedentary starters to competitive 70-year-olds.

Each person has unique fitness needs, from joint-friendly exercises to heavy lifting.

They overlook the 50+ crowd's tech-savviness.

Smartphone ownership among adults aged 50 and older is high, with nearly 80% or more using them.

This widespread adoption reflects how active agers increasingly rely on mobile technology for communication, health management, and daily tasks.

The older demo primarily seeks programs that support sustainable habits and lifestyle changes.

And they are very interested in nutrition, independence, and health span.

Don’t miss the opportunity to engage this loyal, high-spending demographic eager for digital fitness solutions that fit their lives.

How to Fix It:

Adapt workouts for real needs. Create dedicated sections for low-impact classes focusing on mobility, core stability, and functional strength.

Offer progressions. Include beginner-to-advanced options with clear modifications.

Streamline navigation with intuitive layouts, bold icons, and clear filters. Yes, we have a more than capable group here, but they don’t have 25-year-old eyes ;)

Highlight results that matter. Promote benefits like daily energy boosts or injury prevention, not just "shredded abs."

Feature a range of stories. Showcase 50+ users in videos, from grandpas running 5Ks to women building muscle post-menopause.

Test with the audience.

Survey Active Agers on preferred formats—live classes mid-day work well for their schedules—and iterate based on feedback.

Seize the Active Ager Goldmine

As Jeff Weiss of Age of Majority recently stated on LinkedIn, "Almost 2/3 of Active Agers are taking steps to proactively maintain or improve their overall health. While some brands have recognized this behaviour, others are still focused on targeting younger adults who often don't have the money and buy their products. Time to follow the money!"

The 50+ market isn’t just big.

It’s loyal and ready to invest.

Stop blending into the background.

With tailored programs and authentic messaging, you can become their go-to brand.

Let’s make your wellness business impossible to ignore .

The 55+ Powerhouse: Tapping into the Wealthiest Wellness Market

craig@mcbreenmarketing.com (Craig McBreen) — Thu, 12 Jun 2025 15:10:36 GMT

The Wealthiest Consumers Are Over 55 and Growing Fast

The 55+ demographic is the wealthiest consumer class, holding approximately 73% of U.S. household wealth, roughly $97.3–108 trillion, as of 2023.

This group prioritizes quality of life, seeking wellness products like health supplements, fitness programs, and nutrition-focused solutions.

And they have significant spending power! According to Martech , "60+ is the fastest-growing and wealthiest consumer class" and "they also hold more than half of America’s wealth."

Their focus on longevity, independence, and financial security made them perfect customers for businesses offering premium, health-driven experiences.

They Are More Tech-Savvy Than You Think

Contrary to stereotypes, they are not technophobes; in fact, they are more tech-savvy than commonly believed.

Forget the “digital divide” myth. As Jeff Weiss, President & CEO of Age of Majority , often notes, the 50+ cohort is far more tech-savvy than stereotypes suggest.

They’re active on social media, shop heavily on Amazon, and adopt smart tech with ease.

Health and wellness apps, online fitness platforms, and digital cooking resources are top categories for this group, making digital marketing a must for reaching them effectively.

They Want Wellness and Independence

For the 55+ crowd, wellness is about maintaining independence and vitality.

So it’s no surprise that they’re drawn to things like fitness, travel, adventure, and even gardening and cooking.

These categories are all tied to health and well-being. Hello!

They want experiences with lasting value, like yoga classes or nutrition plans that enhance physical and mental health. Businesses that align with these values can build loyal, long-term customers.

The best customers!

They’re Not Retiring – The ARE Redefining Purpose

Unlike past generations, people over 55 are staying in the workforce longer, driven by longer, healthier lives, according to Yahoo Finance .

Work provides purpose, keeps their minds sharp, and boosts well-being by fostering social connections, reducing stress through routine, and promoting a sense of accomplishment.

This active lifestyle fuels demand for wellness products that support their physical and mental health, from fitness apps to longevity-focused supplements.

Seize the Opportunity: Target the 55+ Wellness Market

If you offer health and wellness apps, services, or products, pay close attention!

If you’re in the wellness, fitness, nutrition, or longevity space, the 55+ demographic is your golden opportunity.

This tech-savvy, wealthy, and health-conscious group is redefining aging with a focus on vitality and independence.

Are you ready to meet their needs with innovative apps, premium supplements, or engaging fitness experiences?

Businesses that prioritize this market will tap into a loyal, high-spending audience eager for quality and value.

Don’t miss out. Start crafting your strategy now.

How to Become the Go-To Wellness Brand for 50+ Clients

craig@mcbreenmarketing.com (Craig McBreen) — Fri, 30 May 2025 15:56:44 GMT

As a personal trainer, nutritionist, health coach, yoga instructor, or wellness business owner, you probably know that the demographic of people over 50 years old is a thriving market.

Here are some facts from Jeff Weiss, President and CEO of Age of Majority : “The world is getting older and there is no stopping it. There are over 110 million adults aged 55+ in Canada and the US, representing 30% of the population. This figure will grow to 36% by 2050 and a staggering 42% by 2100!”

But standing out as their trusted choice in a crowded wellness industry is tough!

Generic marketing and lackluster content won’t cut it. To become the go-to brand for 50+ clients, you need a strategy that resonates deeply with their needs, builds trust, and positions you as their only solution.

The Problem: Why Health and Wellness Businesses Struggle to Attract 50+ Clients

Many health and wellness businesses, from personal trainers to nutrition and supplement brands, fail to connect with the 50+ crowd because their branding misses the mark. What do I mean? Well, here are just a few common challenges:

Low Client Trust: Most people over 50 are skeptical of generic fitness promises that don’t address their unique needs, like joint health or just feeling better.
Generic Marketing: Stock photos of 20-somethings and one-size-fits-all content alienate 50+ clients who want authenticity. And, in my humble opinion, it makes you look like a lazy marketer!
Weak Positioning : Without a clear brand strategy, wellness pros and 50+ personal trainers blend into the noise, losing out to competitors.

The result? A flood of weak leads and missed opportunities. But there’s a better way.

The Solution: A 4-Step Plan to Become the 50+ Wellness Brand

To power your content with a brand strategy that captivates active agers, follow this four-step plan, inspired by our 50+ Content Calendar and proven branding principles.

Step 1: Define Your Ideal 50+ Client

You can’t serve active agers without walking a mile in their shoes. Go beyond basic buyer profiles and create your ideal buyer persona . Interview your current 50+ clients.

Personal trainers, yoga instructors, nutritionists, and wellness pros should ask:

What pains them (e.g., mobility issues, fear of injury)?
What motivates them (e.g., staying independent, playing with grandkids)?
Why did they choose you over competitors?
What can we do better?

For example, a 50+ trainer might learn that their clients value low-impact workouts over high-intensity classes, or want to learn and practice resistance training .

Use these insights to craft a detailed profile of your ideal client, ensuring every piece of content speaks directly to them.

Step 2: Build Trust with Authentic Content

Active agers crave content that feels real. And they can sniff out posers!

Ditch stock photos of young models and create visuals featuring 50+ clients in action. Think a health coach leading a chair yoga session or a nutritionist sharing meal prep tips for heart health. Your content should:

Establish Trust: Share expert advice, like “Top 5 Mobility Exercises for Active Agers,” on your blog or social media.
Show Transformation: Highlight outcomes, such as “How Jane, 62, regained strength with our 50+ training program.”
Speak to them: The words you write should be words that engage and serve your ideal customers. And when they read your content, you want them to know you’re the one they will hire. So, write about the things they want and need.

This approach turns your homepage, posts, and emails into trust-building tools that position you as the go-to brand.

Step 3: Create a 50+-Focused Content Calendar

Consistency is key. Develop a content calendar tailored to exactly what your over-50 prospects want, scheduling:

Blog Posts: Monthly articles like “Why Strength Training Matters After 50” to attract organic traffic.
Social Media: Weekly social media posts showcasing client wins or quick tips (e.g., “3 Stretches for Joint Health”).
Emails: Biweekly newsletters with actionable advice, like healthy recipes or mobility workouts.
Videos: YouTube clips demonstrating exercises, optimized for engagement.

Each piece should reflect your brand’s voice. Meaning it needs to be authentic, helpful, and focused on their wants, needs, and goals. This isn’t about lead-churning sales funnels. It IS about writing content that makes 50+ clients see you as their solution.

Step 4: Position Yourself as the Only Choice

Your brand strategy should scream, “We’re the wellness pros for people over 50.” So, learn to use every touchpoint. Think website copy, PDFs, PPC ads, social media, email, to reinforce this. For example:

A wellness center’s homepage might say, “Empowering Active Agers with Tailored Fitness and Nutrition.”
A yoga instructor’s social post could read, “Helping 50+ clients find balance and strength through yoga.”

By aligning content with your ideal client’s journey, you’ll turn casual visitors into loyal clients who choose you over generic competitors.

This is how you build a top wellness brand for clients over 50 .

Take Action Today: Let Us Help Build Your 50+ Brand

Improving your brand is easy with the right strategies and the right partner. We’ll work closely with you to craft a brand that resonates with active agers.

With over 30 years of branding expertise and insights as a 61-year-old 50+ trainer, I can help you become the go-to choice for 50+ clients and build the brand that active agers trust and choose. Let's start !

Individuals over 50 are the wealthiest segment you can't afford to ignore.

craig@mcbreenmarketing.com (Craig McBreen) — Fri, 30 May 2025 15:00:32 GMT

Millennials have been shaping the fitness industry for years, but is Gen Y the main audience you should focus on?

Is it the best audience to grow your business?

Let’s get straight to the facts.

The fitness industry stands at the cusp of a thriving growth phase, powered by a generation devoted to active aging. A commitment to longevity and robust health fuels the often overlooked, yet robust, 50+ age group.

If you’re a fitness pro wanting to grow your business, focusing on this cash-rich group might be your best move.

This isn't just about age.

No!

t's a strategic move to tap into a demographic with unequaled spending power. It's about a substantial $20+ trillion opportunity waiting to reshape the fitness industry.

The world is getting older, and fitness professionals need to grasp the potential concealed within this age group.

To embrace the golden opportunity offered by the longevity economy with marketing strategies to attract them and tailored fitness programs for the unique needs of this thriving market.

The 50+ fitness market is largely ignored: Do so at your own peril.

craig@mcbreenmarketing.com (Craig McBreen) — Thu, 22 Aug 2024 16:00:53 GMT

There is a New Fitness Revolution (and it is Powered by the 50+ Demographic)

We are at the cusp of a fitness revolution and the force moving it is the group of people aged 50 and above – the largest and fastest-growing market globally.

Their unparalleled spending power will reshape the fitness sector, presenting untapped opportunities.

Will you be there to meet this demand?

Decoding Untapped Potential: A Fresh Perspective

The Ignored Market:

The 50+ market, a reservoir of potential, has been consistently overlooked by marketing efforts that range from ineffective to outright insulting.

Rooted in misconceptions and ageism, these approaches fail to recognize the diverse and dynamic nature of the 50+ demographic.

According to Jeff Weiss, President and CEO of Age of Majority, "Older adults are often ignored or stereotyped in marketing. In addition, needs change as people get older and few companies are doing a good job at solving for those unmet needs, creating The Aging Gap. Bridging this gap is an opportunity for significant incremental revenue.”

– Source: ageofmajority.com

And, Brian Clark of Longevity Gains states that this “has a lot of causes, from misconceptions about older consumers to good ol’ ageism. And then there’s the foolish idea that everyone over a certain age is just one big bucket of folks to spew poorly-crafted messages and generic caricatures at.”

The consistently overlooked 50+ market unveils an incredible opportunity for you.

Recognizing the size of this market, its untapped potential, and the frequent dismissal of this group creates a unique opening for those savvy enough to seize it

How to Begin

1. Know Thy Ideal Customer:

A comprehensive understanding of this group is essential for effective engagement. To truly connect with individuals over 50 prioritizing fitness, walk a mile in their shoes, and work to understand their mindset and characteristics.

Successful engagement hinges on tailoring programs and messages based on a deep understanding of their unique needs.

Engaging the 50+ Demographic:

The over-50 crowd, a brand-loyal, and financially empowered group, seeks health improvements. "Almost 40% of Active Agers are making resolutions for 2024 with goals around health and wellness (not surprisingly) topping the list." [ LINK ] In contrast to Gen Z, this demographic is less likely to switch brands over time.
According to usnews.com older adults are not only motivated to enhance their health but also possess the time to dedicate to fitness. And their substantial spending power, holding roughly 70% of disposable income [source], surpasses that of their younger counterparts. o
Contrary to stereotypes, they are not technophobes; in fact, they are more tech-savvy than commonly believed.

Create your Ideal Buyer Persona .

This is just the tip of the iceberg. The 50+ demographic offers a lucrative and largely untapped market for those who understand its dynamics and cater to its unique needs.

3. Host Informational Events and Utilize Local Partnerships

Organize Seminars and Workshops

People over 50 like to shop around and research before committing to anything so, consider hosting informational workshops specifically for the 50+ group.

This is a non-intimidating way for potential clients to learn about your program, meet your team, and tour your facilities.

This approach helps prospective clients feel more comfortable and informed before committing to a class. Plus ongoing workshops are a great way to consistently promote your gym and get people into your facility.

Partner with Local Businesses and Organizations

Form partnerships with local organizations that serve the 50+ community, such as retirement communities, senior centers, and health clinics.

Also partner with other businesses that have the same client base: Pickleball coaches, yoga instructors, chiropractors, etc.

These partnerships can help expand your program’s visibility and reach potential clients through trusted networks.

And, based on experience, local networking is one of the best ways to promote your business.

4. Consider Premium Small Group Training

Another effective strategy is to offer small group training sessions with just three to four participants. This can appeal to the 50+ demographic, who may be willing to invest more for a personalized and intimate training experience.

Small groups foster a sense of community and support, which is particularly appealing to older adults seeking both social interaction and tailored fitness solutions.

This age group might prefer small group settings over larger, impersonal groups. However, be careful not to label it in a way that makes them think it’s a class for "grannies" or "geezers."

While larger groups are fine, smaller groups might be better suited for them, and they have the time and money to invest in it.

5. Optimize Your Website for Engagement with People over 50

Your website should serve as the central hub of your marketing efforts. Your website is an amazing sales tool , so ensure it is welcoming and tailored to the 50+ crowd by featuring testimonials and images of older adults actively participating in your fitness programs.

This way potential clients see themselves at your gym and they feel better knowing that your program is designed with their needs in mind.

According to some studies, website visitors need half a second to form an opinion of your website. So, you have a few precious seconds to capture their attention and keep them engaged.

If someone finds your site, they need to know, immediately, how you’ll help, why they should hire you, and what they need to do next to make that happen. If you don’t create a clear message, you’ll lose out.

Active Agers visit your website because they want to get fit, feel better, and find someone who’ll help. Until your messaging promises to do so in a convincing way, you’ll get lost in the noise.

6. Create Engaging and Relevant Content

Develop content that resonates with the 50+ audience, including blog posts, videos, and guides focused on fitness tips, success stories, and health benefits.

Offer practical advice and tips to establish yourself as a trusted resource and build credibility with your audience.

Your words should engage them so that when they read your content, they know your gym is the perfect place for them.

Establish trust, provide expert advice, reassure them, and provide the information they want and need.

People over 50 usually aren't focused on muscle gains, getting a six-pack, or prepping for a triathlon. They aim to maintain independence, enhance their quality of life, and enjoy activities they love.

Share practical tips and solutions, such as losing weight, improving balance and mobility, and enhancing heart health.

Address their problems and show how you can solve them, building trust and rapport.

Avoid promotional jargon and don't be salesy. This group values solutions over discounts and flashy words; they have the money and time to invest. Demonstrate your commitment to their well-being and focus on building trust.

Unlock the Potential of the 50+ Market to Grow Your Business

Creating a fitness program for the 50+ age group can be a game-changer for your gym.

This demographic craves premium fitness services and has the time and money to invest in their health. Yet, they’re often overlooked, making this an untapped goldmine for your business.

Design a program with a well-crafted marketing strategy focused on real health solutions and the right channels. Address their specific needs, choose effective marketing platforms, and emphasize the value of your services over discounts.

Whether you opt for specialized classes or small group training, tailoring your approach to this audience can lead to long-term success and increased client loyalty.

Stay on Message

Keep reminding them that your gym is the place to be. They’ve got the money and more free time than any other age group.

Just let them know you want them there and deliver a great service designed for them.

They’ll become your best clients and will keep coming back.

Boost Your Gym Revenue: How to Launch an Active Ager Fitness Program

craig@mcbreenmarketing.com (Craig McBreen) — Thu, 08 Aug 2024 16:06:04 GMT

Do you want to grow your fitness business? If so, consider the following data and think hard about creating fitness programs that cater to people of a certain age.

People over 50 years old control more than 50% of all the wealth in the United States, with a total net worth near $70 trillion.
They are responsible for 51% of all consumer spending.
And around a third of the U.S. population is over 50 (118 million people and growing).

In short, this demographic holds tremendous potential for increasing your revenue.

Not to mention the over-50 crowd (Active Agers) might just be your ideal client. Let’s look at the facts:

Active Agers have the time, money, and motivation to invest in their health and wellness.
This group is largely ignored by marketers but is eager for attention and premium coaching services.
They are available during mid-day hours, making them ideal clients to fill your gym during off-peak times.

By creating fitness programs for slightly older folks who want to get fit, your gym can tap into a massive and growing market.

People over fifty are committed to getting fit and feeling better but often feel overlooked in fitness marketing, despite their willingness to invest in their health.

Okay, you’re sold. So where do you start?...

Attracting the 50+ Crowd: Launching Your Active Ager Fitness Program

1. Create Marketing that Attracts and Engages People Over 50

Focus on your main message: clearly communicate that you offer fitness programs specifically for active agers and genuinely want them to join.

People in this group often visualize a gym filled with loud music, indifferent staff, young people videoing themselves, and young gym bros banging out sets.

People over 50 often feel uncomfortable in typical gym environments. I know this because I've experienced it myself.

So, your marketing message must clearly state that your facility is dedicated to serving the 50+ community. Make it 100% clear that your gym is a place where they will feel comfortable and supported.

When marketing your fitness program for active agers, consider these key strategies:

Don’t treat them like old people. Most of these people don’t feel old and don’t want to be treated like some frail, ancient being who’s incapable of putting in the work and getting fit.

Emphasize that being fit past midlife is something that you believe in and know that they have the potential for vitality and strength.

Offer flexible, personalized programs. Communicate that your fitness programs are tailored to individual needs and fitness levels.

Emphasize that you understand and accommodate varying physical capabilities, which is crucial for people over 50 who want to get fit but might be intimidated by standard, one-size-fits-all programs.

Highlight what they are looking for. Focus on the health benefits that resonate with the 50+ crowd, such as improved mobility, better heart health, and enhanced mental well-being.

Clearly communicate how your program can help them live a more active and fulfilling life.

Clarify it's never too late to get fit. Many people over 50 believe it’s too late to start exercising or begin anew. Counter this by emphasizing that it’s never too late to get fit.

Highlight the longevity benefits of exercise and reassure them that now is the perfect time to start.

Highlight client success and real-life testimonials. Success stories and client testimonials are powerful motivators and offer social proof, so use them! Show how your gym has helped people over 50 achieve their fitness goals.

This makes your program relatable and inspires potential clients to take action (by contacting you).

Open a Google Business Profile and make it a goal to drive as many reviews to that channel as possible. Show pictures of your clients and their transformations.

2. Select the Best Outreach Platforms

Leverage Social Media Platforms

We all know the platforms teenagers and Gen Zers are using, but what about people over 50 ? Facebook and YouTube are the top dogs here. About 71% of people aged 50 and older use Facebook, making it the most popular. YouTube comes in second, followed by Instagram, LinkedIn, and X/Twitter.

The user base of Facebook and YouTube remains the most relevant for this audience. Consider one or both to create engaging content about your active ager fitness program, and explore other channels:

Consider LinkedIn to target professionals in the 50+ age range but make content fun and relatable; they’re looking for inspiration, not a corporate pitch.

Nextdoor is a great way to connect with the 50+ crowd in your neighborhood, build local awareness, and get folks talking about your gym.

But please, don't spread yourself too thin! Focus on just one or two channels at first. Trying to juggle too many can get overwhelming and counterproductive.

Keep it simple and effective.

Maximize Email Marketing

Send regular newsletters highlighting your fitness programs, success stories, and special offers. Write engaging emails that emphasize the benefits of your program and feature testimonials from clients.

Run Targeted Ads

Think about paid advertising on platforms like Facebook and Google Ads to precisely target the 50+ demographic. Design ads that emphasize the unique benefits of your fitness program for active agers and include strong calls to action.

Claim and Optimize Your Google Business Profile

Google Business Profile (GBP) is a free tool that’s built to help you manage your online presence. It’s easy to use and is step one to improving your appearance in local searches. If someone searches for your business online, your Google Business Profile listing is what they’ll see first. It’s also the best place to highlight your client testimonials!

3. Host Informational Events and Utilize Local Partnerships

Organize Seminars and Workshops

People over 50 like to shop around and research before committing to anything so, consider hosting informational workshops specifically for the 50+ group.

This is a non-intimidating way for potential clients to learn about your program, meet your team, and tour your facilities.

Partner with Local Businesses and Organizations

Form partnerships with local organizations that serve the 50+ community, such as retirement communities, senior centers, and health clinics.

Also partner with other businesses that have the same client base: Pickleball coaches, yoga instructors, chiropractors, etc.

These partnerships can help expand your program’s visibility and reach potential clients through trusted networks.

And, based on experience, local networking is one of the best ways to promote your business.

4. Consider Premium Small Group Training

Small groups foster a sense of community and support, which is particularly appealing to older adults seeking both social interaction and tailored fitness solutions.

This age group might prefer small group settings over larger, impersonal groups. However, be careful not to label it in a way that makes them think it’s a class for "grannies" or "geezers."

While larger groups are fine, smaller groups might be better suited for them, and they have the time and money to invest in it.

5. Optimize Your Website for Engagement with People over 50

This way potential clients see themselves at your gym and they feel better knowing that your program is designed with their needs in mind.

According to some studies, website visitors need half a second to form an opinion of your website. So, you have a few precious seconds to capture their attention and keep them engaged.

Active Agers visit your website because they want to get fit, feel better, and find someone who’ll help. Until your messaging promises to do so in a convincing way, you’ll get lost in the noise.

6. Create Engaging and Relevant Content

Develop content that resonates with the 50+ audience, including blog posts, videos, and guides focused on fitness tips, success stories, and health benefits.

Offer practical advice and tips to establish yourself as a trusted resource and build credibility with your audience.

Your words should engage them so that when they read your content, they know your gym is the perfect place for them.

Establish trust, provide expert advice, reassure them, and provide the information they want and need.

People over 50 usually aren't focused on muscle gains, getting a six-pack, or prepping for a triathlon. They aim to maintain independence, enhance their quality of life, lose weight , and enjoy activities they love.

Share practical tips and solutions, such as losing weight, improving balance and mobility, and enhancing heart health.

Address their problems and show how you can solve them, building trust and rapport.

Unlock the Potential of the 50+ Market to Grow Your Business

Creating a fitness program for the 50+ age group can be a game-changer for your gym.

This demographic craves premium fitness services and has the time and money to invest in their health. Yet, they’re often overlooked, making this an untapped goldmine for your business.

Whether you opt for specialized classes or small group training, tailoring your approach to this audience can lead to long-term success and increased client loyalty.

Stay on Message

Keep reminding them that your gym is the place to be. They’ve got the money and more free time than any other age group.

Just let them know you want them there and deliver a great service designed for them.

They’ll become your best clients and will keep coming back.

An Untapped Fitness Goldmine: Marketing to Active Agers

craig@mcbreenmarketing.com (Craig McBreen) — Wed, 31 Jul 2024 13:25:46 GMT

A Massive Demographic Shift (that will change the fitness industry):

The fitness industry is now undergoing a significant transformation, and at its epicenter is a demographic with spending power driving the change – people over 50, especially people referred to as "active agers."

Currently, there is an obsessive marketing focus on Millennials and Gen Z, but rational thinking and fat stacks of cash are changing things, meaning that we are about to experience a shift towards a group with the financial clout to drive change—those aged 50 and above.

This shift brings to light the "longevity economy," recognized as the largest and fastest-growing market globally. It’s time to pay close attention to a whopping 20+ trillion-dollar opportunity that holds the potential to reshape the fitness industry as we know it.

Get ready to dive into the disruptive world of the "longevity economy" – it's not just big, It’s the world's most rapidly expanding market! Picture this: a rapidly growing market that's hard to overlook, especially if you're in the fitness game.

I will be unpacking why this demographic is an absolute game-changer and trust me, you won't want to miss this if fitness is your playground.

I'll be delving into this significant transformation right here. If you're in fitness (or any industry), stay tuned!

Elevate Your Fitness Business: How to Start Thriving in the Multitrillion-Dollar Longevity Economy

craig@mcbreenmarketing.com (Craig McBreen) — Wed, 31 Jul 2024 13:25:46 GMT

Ready to change your fitness business by tapping into a financial juggernaut?

There's an upcoming surge in the fitness industry, and it's not the younger generations leading the charge; it's the force of individuals over 50.

As a fitness professional, you can't afford to miss a group that will bring considerable opportunities in the fitness industry; people over the age of 50.

Here are some facts from Jeff Weiss, President and CEO of Age of Majority : “The world is getting older and there is no stopping it. There are over 110 million adults ages 55+ in Canada and the US representing 30% of the population. This figure will grow to 36% by 2050 and a staggering 42% by 2100!”

So, calling this booming cohort a financial juggernaut is not hyperbole.

Baby Boomers simply have more spending capacity than Gen Z or Gen Y. And while millennials are the largest portion of the workforce, they own much less wealth.

According to Brian Clark (Longevity Gains), “Baby Boomers spend 15 times more money than Gen Z.” And here’s the opportunity part: “...overall, businesses only put about 16% of their marketing resources into older audiences (if any at all).”

And, recent internal data from Bank of America indicates a notable difference in spending power between older and younger generations.1

So you are looking at an untapped market (uhm, Goldmine) that businesses allocate a mere 16% of their marketing resources to reach.

In the days and weeks ahead, I'll be uncovering why focusing on a specific age group can be a game-changer.

Unveiling the 2024 Spending Priorities: Health and Wellness Takes Center Stage for 55+

craig@mcbreenmarketing.com (Craig McBreen) — Wed, 31 Jul 2024 13:25:46 GMT

CivicScience has delved into the spending outlook for 2024, revealing a distinct focus among Americans aged 55+.

In a recent poll, older consumers expressed a heightened interest in categories like travel, home improvement, and, ta-da, health/wellness, showcasing a trend that diverges from the general population.

Notably, health and wellness emerge as top priorities for this demographic, with spending preferences leaning a few percentage points higher than the overall population.

Insights from CivicScience show that the 50+ demographic commands high levels of wealth, driven by a recovering stock market and historically high home values.

The 55+ cohort, on average, possesses both more time and wealth than the general population, emphasizing the unique opportunities for fitness professionals wanting to work with this influential demographic.

The data reinforces a powerful narrative: the 50+ market is not just a significant force in consumer spending; it's a key player in the health and wellness arena. For fitness professionals, this translates into a golden opportunity to tailor services and engage with a group that is actively investing in their well-being.

SOURCE: Older Americans Anticipate a Focused Approach on Where To Spend in 2024 .

I'm shifting my attention toward helping the fitness industry tap into the robust and expanding market of individuals aged 50 and above.

In future posts, I'll delve into strategies for drawing in this demographic, crafting exceptional client experiences, and fostering enduring customer relationships.