Boost Your Gym Revenue: How to Launch an Active Ager Fitness Program

Do you want to grow your fitness business? If so, consider the following data and think hard about creating fitness programs that cater to people of a certain age.

• People over 50 years old control more than 50% of all the wealth in the United States, with a total net worth near $70 trillion. 
• They are responsible for 51% of all consumer spending.
• And around a third of the U.S. population is over 50 (118 million people and growing).

In short, this demographic holds tremendous potential for increasing your revenue. 

Not to mention the over-50 crowd (Active Agers) might just be your ideal client. Let’s look at the facts:

• 
  Active Agers have the time, money, and motivation to invest in their health and wellness.
• This group is largely ignored by marketers but is eager for attention and premium coaching services.
• They are available during mid-day hours, making them ideal clients to fill your gym during off-peak times.

By creating fitness programs for slightly older folks who want to get fit, your gym can tap into a massive and growing market. 

People over fifty are committed to getting fit and feeling better but often feel overlooked in fitness marketing, despite their willingness to invest in their health.

Okay, you’re sold. So where do you start?...

Attracting the 50+ Crowd: Launching Your Active Ager Fitness Program

1. Create Marketing that Attracts and Engages People Over 50

Focus on your main message: clearly communicate that you offer fitness programs specifically for active agers and genuinely want them to join.

People in this group often visualize a gym filled with loud music, indifferent staff, young people videoing themselves, and young gym bros banging out sets.

People over 50 often feel uncomfortable in typical gym environments. I know this because I've experienced it myself.

So, your marketing message must clearly state that your facility is dedicated to serving the 50+ community. Make it 100% clear that your gym is a place where they will feel comfortable and supported.

When marketing your fitness program for active agers, consider these key strategies:

Don’t treat them like old people. Most of these people don’t feel old and don’t want to be treated like some frail, ancient being who’s incapable of putting in the work and getting fit. 

Emphasize that being fit past midlife is something that you believe in and know that they have the potential for vitality and strength.

Offer flexible, personalized programs. Communicate that your fitness programs are tailored to individual needs and fitness levels. 

Emphasize that you understand and accommodate varying physical capabilities, which is crucial for people over 50 who want to get fit but might be intimidated by standard, one-size-fits-all programs.

Highlight what they are looking for. Focus on the health benefits that resonate with the 50+ crowd, such as improved mobility, better heart health, and enhanced mental well-being. 

Clearly communicate how your program can help them live a more active and fulfilling life.

Clarify it's never too late to get fit. Many people over 50 believe it’s too late to start exercising or begin anew. Counter this by emphasizing that it’s never too late to get fit. 

Highlight the longevity benefits of exercise and reassure them that now is the perfect time to start.

Highlight client success and real-life testimonials. Success stories and client testimonials are powerful motivators and offer social proof, so use them! Show how your gym has helped people over 50 achieve their fitness goals. 

This makes your program relatable and inspires potential clients to take action (by contacting you).

Open a Google Business Profile and make it a goal to drive as many reviews to that channel as possible. Show pictures of your clients and their transformations.

2. Select the Best Outreach Platforms

Leverage Social Media Platforms

We all know the platforms teenagers and Gen Zers are using, but what about people over 50? Facebook and YouTube are the top dogs here. About 71% of people aged 50 and older use Facebook, making it the most popular. YouTube comes in second, followed by Instagram, LinkedIn, and X/Twitter.

The user base of Facebook and YouTube remains the most relevant for this audience. Consider one or both to create engaging content about your active ager fitness program, and explore other channels:

Consider LinkedIn to target professionals in the 50+ age range but make content fun and relatable; they’re looking for inspiration, not a corporate pitch.

Nextdoor is a great way to connect with the 50+ crowd in your neighborhood, build local awareness, and get folks talking about your gym.

But please, don't spread yourself too thin! Focus on just one or two channels at first. Trying to juggle too many can get overwhelming and counterproductive. 

Keep it simple and effective.

Maximize Email Marketing

Send regular newsletters highlighting your fitness programs, success stories, and special offers. Write engaging emails that emphasize the benefits of your program and feature testimonials from clients.

Run Targeted Ads

Think about paid advertising on platforms like Facebook and Google Ads to precisely target the 50+ demographic. Design ads that emphasize the unique benefits of your fitness program for active agers and include strong calls to action.

Claim and Optimize Your Google Business Profile

Google Business Profile (GBP) is a free tool that’s built to help you manage your online presence. It’s easy to use and is step one to improving your appearance in local searches. If someone searches for your business online, your Google Business Profile listing is what they’ll see first. It’s also the best place to highlight your client testimonials!

3. Host Informational Events and Utilize Local Partnerships

Organize Seminars and Workshops

People over 50 like to shop around and research before committing to anything so, consider hosting informational workshops specifically for the 50+ group. 

This is a non-intimidating way for potential clients to learn about your program, meet your team, and tour your facilities. 

This approach helps prospective clients feel more comfortable and informed before committing to a class. Plus ongoing workshops are a great way to consistently promote your gym and get people into your facility.

Partner with Local Businesses and Organizations

Form partnerships with local organizations that serve the 50+ community, such as retirement communities, senior centers, and health clinics. 

Also partner with other businesses that have the same client base: Pickleball coaches, yoga instructors, chiropractors, etc. 

These partnerships can help expand your program’s visibility and reach potential clients through trusted networks.

And, based on experience, local networking is one of the best ways to promote your business.

4. Consider Premium Small Group Training

Another effective strategy is to offer small group training sessions with just three to four participants. This can appeal to the 50+ demographic, who may be willing to invest more for a personalized and intimate training experience.

Small groups foster a sense of community and support, which is particularly appealing to older adults seeking both social interaction and tailored fitness solutions.

This age group might prefer small group settings over larger, impersonal groups. However, be careful not to label it in a way that makes them think it’s a class for "grannies" or "geezers." 

While larger groups are fine, smaller groups might be better suited for them, and they have the time and money to invest in it.

5. Optimize Your Website for Engagement with People over 50

Your website should serve as the central hub of your marketing efforts. Your website is an amazing sales tool, so ensure it is welcoming and tailored to the 50+ crowd by featuring testimonials and images of older adults actively participating in your fitness programs. 

This way potential clients see themselves at your gym and they feel better knowing that your program is designed with their needs in mind.

According to some studies, website visitors need half a second to form an opinion of your website. So, you have a few precious seconds to capture their attention and keep them engaged. 

If someone finds your site, they need to know, immediately, how you’ll help, why they should hire you, and what they need to do next to make that happen. If you don’t create a clear message, you’ll lose out.

Active Agers visit your website because they want to get fit, feel better, and find someone who’ll help. Until your messaging promises to do so in a convincing way, you’ll get lost in the noise.

6. Create Engaging and Relevant Content

Develop content that resonates with the 50+ audience, including blog posts, videos, and guides focused on fitness tips, success stories, and health benefits. 

Offer practical advice and tips to establish yourself as a trusted resource and build credibility with your audience.

Your words should engage them so that when they read your content, they know your gym is the perfect place for them.

Establish trust, provide expert advice, reassure them, and provide the information they want and need.

People over 50 usually aren't focused on muscle gains, getting a six-pack, or prepping for a triathlon. They aim to maintain independence, enhance their quality of life, lose weight, and enjoy activities they love. 

Share practical tips and solutions, such as losing weight, improving balance and mobility, and enhancing heart health. 

Address their problems and show how you can solve them, building trust and rapport. 

Avoid promotional jargon and don't be salesy. This group values solutions over discounts and flashy words; they have the money and time to invest. Demonstrate your commitment to their well-being and focus on building trust.

Unlock the Potential of the 50+ Market to Grow Your Business

Creating a fitness program for the 50+ age group can be a game-changer for your gym. 

This demographic craves premium fitness services and has the time and money to invest in their health. Yet, they’re often overlooked, making this an untapped goldmine for your business.

Design a program with a well-crafted marketing strategy focused on real health solutions and the right channels. Address their specific needs, choose effective marketing platforms, and emphasize the value of your services over discounts.

Whether you opt for specialized classes or small group training, tailoring your approach to this audience can lead to long-term success and increased client loyalty.

Stay on Message

Keep reminding them that your gym is the place to be. They’ve got the money and more free time than any other age group. 

Just let them know you want them there and deliver a great service designed for them. 

They’ll become your best clients and will keep coming back.