In these days of big box gyms, boutique proliferation and, you know, global pandemics, it’s worth celebrating anytime an independent, neighborhood gym makes it 20 years.

And Urban Body Fitness here in Atlanta just hit that milestone.

I’ve been going to Urban Body since it was called something else and owned by someone else — envisioned initially as a gym for gay men — mostly in their 30s, professional, white and fabulous.

But when Rad Slough bought the gym and rechristened it Urban Body Fitness, he soon set about expanding its mission to include all kinds of people from the prosperous and diverse residents of the neighborhood.

Over the years, it has evolved to include people of all orientations, races, genders and — yes — ages. Because Rad smartly realized that older people were the  best way to fill up his gym during the typically slow hours of 9 am to 3 pm.

As a longtime client, I have enjoyed watching this unfold. And as a marketer of fitness over 50, I’ve been fascinated to see it. Urban Body is by no means an over-50 gym. But Rad works hard to include older people in his marketing and community outreach.  Some of his trainers have special interests in working with older people of all physical conditions; at least 3 or 4 of them are over 50, themselves. The atmosphere is welcoming but not condescending, and that’s by design.

Highlights

4:00 — The effect of a ‘big box’ competitor moving in
7:20 — Why he’s a paid Google advertiser 
15:40 — Broadening his gym’s appeal to include the over-50 market
22:50 — Knowing your neighborhood
28:20 — Creating a welcoming atmosphere

Resources and Links

Prime Fit Content – Engage the over-50 market

Naamly – Support our advertiser, who helps you keep in touch with your members