In this episode of The Optimal Aging Podcast, host Jay Croft sits down with veteran strength coach and fitness industry educator Andrew Coates for a wide-ranging conversation about aging, strength training, and building a sustainable fitness business.

Andrew shares practical insights on training adults over 50, why community and human connection matter more than ever, and how gym owners can grow without burning out or chasing online fame. From bone health and fall prevention to marketing through relationships and word-of-mouth, this episode is packed with real-world wisdom for coaches, trainers, and anyone who wants to age well and stay strong.

Whether you’re a fitness professional serving older adults or someone navigating midlife yourself, this is an honest, thoughtful conversation you won’t want to miss.

⏱️ Episode Timestamps

00:00 – Social media connections vs real relationships
02:00 – Why reaching out still matters
03:00 – Outsourcing, energy management, and aging
05:00 – Productivity guilt and reclaiming downtime
07:00 – Training adults 50+ and market opportunity
09:00 – Word-of-mouth growth and client experience
11:00 – Community, culture, and human connection
13:00 – Strength training, bone health, and aging
15:00 – Speed, power, balance, and fall prevention
18:00 – Sponsor: Prime Fit Content
19:00 – Marketing without burnout
21:00 – Lessons from RP Strength and media
23:00 – Why local gyms shouldn’t chase online fame
25:00 – Becoming “Five-Mile Famous”
27:00 – Using a local podcast to grow a gym
29:00 – Why people crave real connection again
31:00 – Aging, mindset, and identity
34:00 – Longevity lessons from active older adults
36:00 – What won’t change in fitness and business
38:00 – Where to find Andrew Coates

👤 Guest Information

Andrew Coates

Andrew Coates is a veteran strength coach, writer, speaker, and host of the Lift Free and Diet Hard Podcast. With decades of experience training clients of all ages, Andrew is known for his practical, evidence-based approach to strength, longevity, and coaching older adults.

Connect with Andrew:

• Instagram: https://www.instagram.com/andrewcoatesfitness
  
  
• Podcast: Lift Free and Diet Hard

🎧 Sponsor

Prime Fit Content
Prime Fit Content helps fitness professionals attract, educate, and retain clients over 50 through simple, effective content marketing.

🔗 Learn more: https://primefitcontent.com

🎤 Host

Jay Croft
Jay Croft is the host of The Optimal Aging Podcast and founder of Prime Fit Content. His mission is to help fitness professionals better serve adults over 50 while promoting strength, independence, and healthy aging.

📬 Contact: jay@primefitcontent.com

👍 Calls to Action

• Subscribe to The Optimal Aging Podcast
• Share this episode with a coach or gym owner who works with adults 50+
• Visit https://primefitcontent.com
  to learn more

In this solo episode of the Optimal Aging Podcast, guest host Chris Liddle takes the mic to explore why the traditional, linear ways of thinking don't serve aging clients or the fitness professionals who work with them. Drawing from his experience coaching adults 50+ both online and in-person, Chris dives deep into non-linear thinking, systems design, and holistic strategies that foster client trust, retention, and business sustainability.

You'll learn why older clients aren't less motivated—they're simply less tolerant of friction. Chris shares actionable strategies for fitness professionals to better serve this powerful demographic by rethinking how they show up, structure sessions, and design long-term career stability. He also explains why Jay Croft's book Selling Longevity is essential reading for your 2026 business plan.

If you serve people over 50 or want to build a resilient fitness business, this episode is packed with insights you can put to work right away.

Guest Host: Chris Liddle
Instagram: @christianliddle

Mentioned Book:
Selling Longevity by Jay Croft – https://a.co/d/iumKfjT

Episode Topics & Timestamps:

00:00 – Introduction by Chris Liddle
01:00 – Why linear thinking fails with aging, fitness, and business
03:00 – What is non-linear thinking? And why it matters after 40
04:00 – Systems thinking: Creating calm, consistent client experiences
05:30 – Case study: The impact of trainer punctuality
06:30 – Nervous system regulation and gym environments
07:30 – Why older clients quietly leave broken systems
08:00 – Another example: Listening to client feedback and adapting programs
09:00 – Holistic thinking: Seeing beyond just the workout
10:00 – Why older clients care about gym cleanliness, systems, and trust
11:00 – Linear vs. lateral income thinking in fitness careers
12:00 – What’s a media kit? How trainers can stabilize income
13:00 – Ethical brand partnerships and user-generated content
14:00 – Enhancing income stability with strategic collaborations
15:00 – Time to reflect: Audit your systems, time, adaptability, and fragility
17:00 – Why Jay Croft’s book Selling Longevity is a must-read
18:00 – The power of clarity, messaging, and Prime Fit Content
20:00 – Using guest experts like dietitians to build trust and results
21:00 – Nutrition’s role in holistic client transformation
22:00 – Divergent thinking and designing calm, reliable systems
23:00 – Final thoughts: Which system, if improved, would make the biggest impact?

Resources Mentioned:

• Selling Longevity by Jay Croft – https://a.co/d/iumKfjT
  
  
• Prime Fit Content – https://primefitcontent.com

🎤 Host: Jay Croft
Helping fitness professionals grow businesses by reaching people over 50.
🌐 Website: https://primefitcontent.com

📧 Contact: jay@primefitcontent.com

📱 Instagram: @primefitcontent

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• Rate us on Apple Podcasts
• Share this episode with a friend

#OptimalAging #ChrisLiddle #FitnessOver50

As the year winds down and business stress kicks up, it's easy for gym owners and fitness professionals to fall into familiar traps. In this solo episode, Jay Croft of Prime Fit Content breaks down six common pitfalls he sees gym owners make—especially when trying to grow with more clients over 50.

From cutting communication when money’s tight to relying too heavily on social media, Jay offers actionable advice rooted in real-world conversations and personal experience. If you’re trying to reach and retain older clients, this episode is packed with wisdom to help you stay the course and grow smarter—not just harder.

What You’ll Learn:

• Why cutting marketing during slow months is a major mistake
• How often you should email your list (and why two emails a week is just right)
• The role of consistent storytelling—including from outside your gym
• Why social media is not your best marketing asset
• What over-promoting discounts can really cost you
• Why AI can’t replace authentic, human communication

Timestamps:
00:00 – Intro: Why pitfalls creep in during stressful times
01:45 – Pitfall #1: Cutting communication when money's tight
04:00 – Pitfall #2: Thinking two emails a week is too much
06:30 – Pitfall #3: Avoiding stories from outside your business
08:45 – Pitfall #4: Relying mainly on social media
10:20 – Pitfall #5: Overloading emails with promotions
12:30 – Pitfall #6: Believing AI can replace human connection
15:15 – Recap of all 6 pitfalls
16:00 – Final thoughts and encouragement

🎤 Host: Jay Croft
Jay is the founder of Prime Fit Content, the only content marketing service specifically built to help fitness professionals grow their businesses by serving people over 50.

🌐 Website: https://primefitcontent.com

📬 Email: jay@primefitcontent.com

📱 Instagram: https://www.instagram.com/primefitcontent

🔗 LinkedIn: https://www.linkedin.com/in/croftjay

👍 Rate the show on Apple Podcasts
📥 Join our newsletter – https://primefitcontent.com

📱 Follow us on Instagram – @primefitcontent

Loved this episode? Share it with a fellow fitness pro who serves clients over 50!