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

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!

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!

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 .

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