#285 Are you marketing to active older adults? Successfully? Did you know more than 2/3 of them – especially women – don’t think advertisers understand them? While this episode touches on marketing, we dive into just what supports older adults most. There’s gold in using the science and facts to educate and allow it to work for you.
Pete McCall is a personal trainer, the host of the All About Fitness podcast, author of Ageless Intensity: High Intensity Workouts to Slow Aging and Smarter Workouts: the Science of Exercise Made Simple (both published by Human Kinetics) as well as several articles and textbook chapters about exercise physiology. Pete holds a MS in exercise science and has been educating fitness professionals since 2002.
Currently Pete lives in Carlsbad, CA where he is an education consultant for Core Health & Fitness, the parent company of Nautilus and StairMaster, as well as a content creator for both the American Council on Exercise and the National Academy of Sports Medicine.
Questions we answer in this podcast:
- How are we defining “Active Older Adults” for this podcast? Older than what?
- What are the most effective types of exercise for slowing down the aging process?
- What promises do active older adults want?
Other things to think about for marketing to active older adults:
- What images appeal to older adults?
- What images show the transformation they want?
Successfully marketing to active older adults, or anyone, starts with doing your research. You have to ask questions not just imagine that you know who they are, what they want. That, perhaps, is the most important piece. People buy what they want not what they need.
As fitness & health coaches it’s easy to see what people need and try to sell them that. Two things help bridge the gap. Help them understand what they need in a way that makes it what they want. And compromise so you give them what they want.
Connect with Pete:
He’s on Social:
Pete’s New Book Ageless Intensity – sure to become one you reference and recommend!