About

Prime Fit Content fitness over 50
Me at the gym, heading to 55

Hi, I’m Jay Croft — professional content guy and amateur fitness nut.

I’m glad you’re checking out Prime Fit Content, and I hope you find it useful in carrying your message and mission to people 50 and older who need your help so much.

I started Prime Fit Content when people like you told me about a need they have for content. Gym owners, trainers and others in the fitness industry said they lack the marketing content to reach the active maturing market.

You want to help people stay strong, healthy and safe throughout their lifetimes — but you need content to reach them.

With three decades of professional experience, I am a purpose-driven storyteller. I love planning, producing and sharing content that targeted audiences find useful and engaging.

That motivates people to take action. That helps drive business results.

PrimeFitContent clients
Some of my content clients

I was trained as a journalist and spent 20 years as a reporter and editor at mainstream dailies from Anchorage to Denver to South Florida and, finally, at The Atlanta Journal-Constitution. In 2007, I began creating marketing communications for Coca-Cola, SunTrust and other top corporations. As a consultant and free-lancer, I’m proud to be affiliated with Coke, CNN, WebMD, MasterCard and others.

What does ‘fitness’ mean, anyway?

I prefer a broad definition that sets parameters but also gives plenty of freedom. Here’s one from WebMD that works: “Fitness means being able to perform physical activity. It also means having the energy and strength to feel as good as possible. Getting more fit, even a little bit, can improve your health.”

It’s a little dry, but it’ll do as a starting off point.

Prime Fit Content fitness grandma ironman triathlon
My older sister — grandma, Ironman triathlete

Too often, fitness marketing materials focus on what fitness is NOT — at least, to me and most people.

It is NOT about boasting a perfectly chiseled physique or trying to be 25 again.

It’s about helping people keep their bodies as functional as possible so they can live the way they want to live — whatever that means for each individual, whether it’s ordinary life or extreme sports or any combination in between.

For me, that means weightlifting, cardio and stretching 4-6 times a week. I also enjoy the occasional sprint triathlon and yoga or Pilates class. Throughout my adult life, exercise has helped me cope with the stress of a high-pressure career, and it’s given me a hobby I can enjoy almost anywhere.

At 54, I can’t imagine the last 30 years without it. And I don’t want to imagine the next 30 years without it.

The over-50 population is growing, and it’s full of vibrant, active Americans who want to remain that way throughout their lifetimes. It’s also full of millions of people who need your expertise and enthusiasm getting fit, learning to move properly, and enjoying life as much as possible.

Let Prime Fit Content help you reach them, motive them, and help them.