Dustin Jones, a physical therapist specializing in the fitness needs of individuals aged 55+, discusses the underserved 55+ age market. Topics include their successful proof of concept at a local CrossFit gym, equipment preferences, challenges of competing with free fitness, testing different facility models, and the training services offered by their brand, Stronger Life.
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Quick takeaways
Stronger Life focuses on serving the underserved 55+ demographic through tailored offerings and unique client avatar.
Community plays a vital role in Stronger Life's success, with events and workshops fostering social interaction and engagement.
Stronger Life's success in reaching and retaining the 55+ market relies on word of mouth, community engagement, and creating a vibrant social atmosphere.
Deep dives
Targeting the 55+ demographic
Dustin Jones and his business partner Jeff Musgraves decided to focus on serving the 55+ demographic with their brand Stronger Life. They believe this population is underserved and tested their concept by starting in an R&D version at a CrossFit gym. The success led them to open a standalone brick and mortar facility catering specifically to the 55+ crowd.
Creating a unique client avatar
Stronger Life emphasizes the importance of having a unique client avatar. They don't necessarily focus on unique fitness methodologies, but rather on identifying the specific needs and preferences of their target demographic. By tailoring their offerings to cater to the 55+ crowd, they have carved out a niche that sets them apart from other fitness facilities.
Building a strong community
Stronger Life recognized the value of community in serving the 55+ population. They prioritize building a supportive and motivating community for their members, organizing events and workshops that encourage social interaction and engagement. The sense of community goes beyond the gym, with members participating in activities like kayaking and 5K races, enhancing their overall quality of life.
Class Structure and Programming at Stronger Life
At Stronger Life, the classes follow a 60-minute format. The class begins with a brief introduction to the day's workout, followed by a generalized warm-up that takes about 5 to 10 minutes. If there are any technical movements, specific drills and coaching are provided. The workout format varies each day, with options for participants to choose from based on their preferences and ability. Throughout the class, there are dance breaks, water breaks, and a stretch and cool-down period at the end. The focus on the benefits of each workout is emphasized, ensuring that participants understand the value of their effort.
Generating Word of Mouth and Community Engagement
Stronger Life's success in reaching and retaining its target demographic comes primarily through word of mouth and community engagement. The gym capitalized on existing connections, such as neighborhood Facebook groups and personal connections as physical therapists, to spread the word. They offered a free month trial and encouraged participants to invite friends and family. Additionally, the gym fostered a sense of community by providing opportunities for social interaction through games, puzzles, and a comfortable lobby area. Participants often spend 20 to 25 minutes before and after class engaging with each other, creating a vibrant and social atmosphere.
Dustin Jones, with his co-founder Jeff Musgrave are physical therapists in Lexington, KY who identified a submarket within the fitness industry that most of us were ignoring - 55+ aged individuals.
So they set out to R&D their concept within the local CrossFit gym they were both members at, and it proved to be a winning proof of concept.
They have since opened their own standalone location for Stronger Life to help this underserved population achieve life-changing fitness.