Resources
Reach The Market
Why It’s ‘Not Too Late’ to Exercise at Any Age: Podcast
The phrase "not too late" has added meaning the older you get. For example, ask yourself: How old is too old to start exercising? Is it 40? 55?...
Why Would Anyone over 50 Want to Exercise?
I'm a reporter at heart -- still, even 15 years after I left newspapers. So, my reflex when I want to know something is to ask. In my 20 years as a...
IHRSA 2024: I’m Ready to Soak It Up
IHRSA 2024: I’m Ready to Soak It Up As a reporter, writer, and content creator, I constantly need to absorb new material, experiences, information...
Stand Out
Weight Loss Drugs With Gym Memberships?
Weights, aerobics, and … Wegovy? Some in the fitness industry are moving to dispense the popular GLP-1 medications to club members, combining the...
Consistency Pays for This Nashville Gym Owner: Podcast
Fitness success is a lot like communications success: Consistency pays. Both involve repeating the same steps consistently over time, making...
Deliver a Great Customer Experience for the ‘Older’ Market
If you want to grow your fitness business with adults of a certain age, then you need to do a couple of things to start with, broadly speaking....
Retain Members
Help Your Clients Face Fitness Fears after 50
Fitness fears after 50 are common. For instance, I had coffee recently with a friend who opened up about his lifelong anxiety and being intimidated...
Want to Keep Them Longer? Welcome Them Right
If you’re focused on keeping members at your gym or studio, then here’s a secret you should know: Onboarding them is critical in determining how...
How to Improve Retention Rates with Older Fitness Clients
Marketing research tells us that consumers over age 50 are remarkably loyal to companies, brands, and service providers. But that doesn’t mean you...
Communication Tips
Webinar with the Functional Aging Institute: Video
I had a fun conversation with Dr. Dan Ritchie and answered a few live questions on fitness business marketing. Listen to my 7 Top Do's and Don'ts...
He Found His Place in the Gym Hero’s Journey
Ryan Carver made my day. He and I were talking about his success as a gym owner and how he learned to break through some of the challenges he faced...
What the TikTok News Means for Your Gym
I have to confess: I don't really "do" TikTok. It's not for me or my business, and that's OK. It's also not the point today, which is: Base your...