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 about the gym and his health.

They were common. I shared some of them. Maybe you do, too.

Bigger than fitness, we’re all nervous about things like fear of a child’s struggles, failing in business, and getting sick.

But we got deeper than that, too, and my friend revealed a long list of how fear had kept him from living the way he now wishes he had. In his 60s, he can’t help but wonder “what if this…” and “what if that…”

We all have fears.

The challenge is working through them.

Fitness Fears After 50

I didn’t say “getting over” the fears, because that’s probably a different topic. I’m talking about taking the action that you want or need to take EVEN IF YOU’RE AFRAID.

That’s the definition of bravery, isn’t it?

What kind of bravery does it take an “older” person to walk into a gym or studio? Think about his or hear fitness fears after 50.

• Do you confront the fear?
• Do you address it in your content and communications?
• What about in sales conversations?

I hope you do. For two reasons. First, it can show compassion. Second, it can help close the sale.

When people see that you realize they’re struggling with something… and when you show empathy for what they’re going through… well, you’re distinguishing yourself from competitors in ways that really help you connect.

And when we’re talking about people over 50, that’s a rare commodity in the youth-obsessed fitness world.

Share Your Views and Values in Content

So how can you proactively address the “fitness fears after 50” that someone a little “older” might have coming into your gym or studio?

1. Start with your content marketing. Make sure it features images of people in their age group and covers topics that are relevant to their lives. It’ll show you that you see them.
2. Make your customer experience is easy, welcoming and useful to them. So, make sure your front-desk clerk greets them with a smile and warm welcome. Don’t blast heavy metal and techno music too loud or all the time. Make sure your clients and employees behave respectfully.
3. Deliver workouts that are effective, fun and safe.
4. Charge a premium for all of this. Older people have the money, and they’re happy to spend it on goods and services that go the extra mile.

A 20-year-old boy wanting to throw weights around, grunt, and preen in the mirror? He’s not afraid of anything. He doesn’t want your time or attention. And he doesn’t have money to spend on it.

Your older clients and prospects might be looking back on life with regrets. They might be stuck with fitness fears after 50. They might be envisioning a healthy, active future for themselves and just need your help.

What’s your role in guiding them through all of that?

Don’t let fear stop you – or them.