Mature Marketing Mastery Workshop

October 29, 2016

For far too long the fitness industry has ignored the sleeping giant at its doorstep...and now the aging adult market is the #1 demographic with the money to afford and need to work with a fitness professional.

Will you cash in on the fastest growing niche?

A Message from Dan Ritchie, PhD, and Cody Sipe, PhD:

Dear Success-Minded Fitness Professional,

If you are serious about growing your business or launching an exciting career in the fitness industry with clientele that has the spending power, discretionary income, and the critical need for your services, then this event could be a career changer for you.

The fitness industry has been ignoring the biggest opportunity just sitting at its door – baby boomers and aging adults who control the economy, desire to stay young, and want to work with a personal trainer who specializes in their needs.

The aging population is a flourishing fitness business opportunity for fitness pros who want to stay on the cutting edge of our industry.

The Baby Boomer Generation controls 70% of the wealth, yet the fitness industry hasn't figured out how to train them (properly), how to reach them, or how to make them lifelong clients.

At the Mature Marketing Mastery Workshop, the entire day is focused on Marketing Mastery. You will learn the latest and advanced techniques on how to attract this population, communicate with them, and how to market to them and how to build a lifelong business poised for growth and fast success.....you will also be able to network with other business owners and speakers.

By attending this Marketing Mastery one‐day seminar you will be able to:

  • Accurately define your ideal client so that you can communicate (i.e. market and sell to) to them with laser‐like precision.
  • Leverage Values‐Based Educational Marketing concepts and strategies to connect on a deep level with your ideal clients
  • Become the local “go to” authority on functional aging that Boomers admire, respect and TRUST with their health and fitness needs
  • Create a massive list of potential ideal clients using the TOP lead generation strategies for Boomers
  • Set client‐generating systems to run on auto‐pilot so they bring in new leads 24/7 even while you are sleeping or are on vacation
  • Shortcut your content generation process so you add MORE perceived value to potential clients on a consistent basis
  • Create VBEM articles, blog posts, videos and presentations that attract new clients and retain current clients
  • Write compelling copy that prompts readers to take the action you want them to take
  • Always be front of mind by being everywhere your ideal client goes (or so they think)
  • Create a compelling Transformation Statement that answers the question “So what do you do?” in a way that generates new leads and clients
  • Craft irresistible offers that gets your ideal clients in the door to experience your incredible training and gives you an opportunity to close the sale

Get More Clients, Help More People, Make More Money through effective marketing and sales strategies and techniques

Meet the World Class Faculty of the
Functional Aging Institute


Dan Ritchie, PhD

Dan Ritchie, PhD, is a recognized leader in exercise programming for older adults and was honored with the 2014 Personal Trainer of the Year award by Personal Fitness Professional (PFP) magazine. He has a broad background in the fitness industry in training and management that has included commercial, non-profit, hospital and university-based facilities. During his career, Dan has worked successfully with Division I athletes as well as with special populations including post-stroke, Parkinson's, Fibromyalgia and Alzheimer's. He is the president of the Functional Aging Institute and co-owner of Miracles Fitness, a one-on-one and small group training facility specializing in mature clients.


Cody Sipe, PhD

Cody Sipe, PhD, is an experienced professor, researcher and fitness professional with advanced expertise in functional exercise and aging. As an author and speaker, he has shared his innovative, evidence-based functional training techniques for aging adults with thousands of fitness professionals around the world. As vice president of the Functional Aging Institute and creator of the Functional Aging Specialist Certification, Cody’s mission is to educate, empower and inspire fitness professionals to take a holistic, functional approach to exercise for their older clients.


Lisa Wright

Lisa will share How to regain your passion for your business, and boost your revenues 25-40% while reducing your training load by as much as 50%! Lisa shares insider secrets from her past 12 months, as well as over 20 years experience as a studio owner.


Joshua Carter

Joshua Carter is a personal trainer and Fit Body Boot Camp owner with over 20 years of experience helping his clients get in the best shape of their lives. He has been featured in multiple publications including The Wall Street Journal, Huffington Post, LiveStrong, Shape Magazine, Muscular Development and Men’s Fitness and has also been seen on national TV including ABC CBS, Spike, HGTV and Showtime. He is widely known as the go-to expert in Facebook Marketing for personal trainers and is a master at creating fitness promotions and offers that convert leads into paying clients in record numbers.


At the Mature Marketing Mastery Workshop, not only will you learn the latest science and research, but you’ll hear from fellow trainers and experts across the country as to what is working on the ground right now in their studios and practices. Dan and Cody have amassed a lineup of experts you won't see at your typical fitness event or conference.

The goal of the Mature Marketing Mastery Workshop is to position you and your business for massive success with the aging population -- a client base that plans to live for decades and needs fitness to do just that.

The Mature Marketing Mastery Workshop is only $199

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Registration Form
Event Package: $199
Option 1: Choose a Pre-Conference Workshop (October 28)

Pre-conference Workshop: Friday, October 28th, 2016


8:30am – 5:30pm

Functional Aging SpecialistTM Certification

The Functional Aging InstituteTM

The 55+ age group is the fastest growing segment in the fitness industry. Members of this group are showing up in clubs, personal training studios, group exercise classes and bootcamps, yet very few fitness professionals really know how to train them safely and effectively. In this hands-on workshop, leading experts Dr. Cody Sipe and Dr. Dan Ritchie will teach you how to train this large (yet virtually untapped) market using the most current functional training techniques adapted for and applied specifically to the needs and interests of aging adults. Use these exercises in any training environment to improve client outcomes and increase satisfaction. Attendees will have full access to over ten hours of online educational content (videos, manuals, etc.) and be qualified to sit for the online certification exam.

Although there are no pre-requisites for attending the workshop or completing the certification, it is highly recommended that participants hold a certification in personal training or group instruction from a reputable organization and have two to three years of experience. Beginning, intermediate and advanced health and fitness professionals who serve mature adults will all greatly benefit from the knowledge and skills gained in this workshop. This includes personal trainers, group fitness instructors, bootcamp leaders, physical therapists, chiropractors and physicians.

Several weeks prior to the event, you will receive an email with instructions for how to access the online modules. You will be expected to complete several of the core modules before attending the workshop, although it is recommended that you complete all of the modules for the greatest benefit. These modules facilitate your learning of the material, speed skill acquisition and enhance your overall experience at the event. In the workshop, expect to spend plenty of time practicing, demonstrating and teaching exercise movements. Bring a notebook and pen, water bottle, snacks and light jacket or sweatshirt because the rooms can sometimes get chilly. Wear athletic clothing and footwear.

Saturday, October 29th Sessions


Dr. Cody Sipe

The Functional Aging Facility: How to Create a Training Environment that Magnetically Attracts Boomers and Seniors

Your training space is a critical part of your business that can either catalyze your success with the mature adult population or severely limit it. Unfortunately, most trainers build the facility that they want to work out in rather than creating the facility that their clients want to use. Do you really know what the 50+ client wants in a training facility? Are you making some critical mistakes that you don't even know are hurting your business? Are you trying to juggle younger clients that want to get lean with mature clients that want to get healthy and not sure how to manage the two? Learn how to create a facility that helps attract new mature clients and retain current mature clients by making them feel physically and emotionally comfortable on a deep and even subconscious level. From the details of the physical space, the equipment selection and layout, to the staff, members and even facility policies, you will learn how to create an environment that connects with your ideal clients.

Cody Sipe, PhD, is an experienced professor, researcher and fitness professional with advanced expertise in functional exercise and aging. As an author and speaker, he has shared his innovative, evidence-based functional training techniques for aging adults with thousands of fitness professionals around the world. As vice president of the Functional Aging Institute and creator of the Functional Aging Specialist Certification, Cody’s mission is to educate, empower and inspire fitness professionals to take a holistic, functional approach to exercise for their older clients.


Dan Ritchie

The Trajectory Sales System - How to Close 9/10 Mature Clients on Long-Term Memberships

Your marketing is working and you now have ten new consults with mature adults. How are you going to close the deal? It isn't going to be by focusing on six-pack abs and skinny jeans. And it isn't going to be by telling them that getting stronger will help them to get off the toilet independently either. To be ultra successful in closing mature clients on long-term memberships, you need to connect with them on a deeply emotional and practical level without focusing on the negative aspects of getting older. Learn how to use the innovative Trajectory Sales approach that consistently closes more than 9/10 clients on long-term memberships. You will find out how to determine their true "hot buttons" and how to best communicate the value of your program using a "whole-brain" approach and terminology that is important to them. Plus, discover what common "rules" of fitness sales that you absolutely have to break when selling to mature adults. This session will revolutionize your approach to selling fitness to older clients.

Dan Ritchie, PhD, is a recognized leader in exercise programming for older adults and was honored with the 2014 Personal Trainer of the Year award by Personal Fitness Professional (PFP) magazine. He has a broad background in the fitness industry in training and management that has included commercial, non-profit, hospital and university-based facilities. During his career, Dan has worked successfully with Division I athletes as well as with special populations including post-stroke, Parkinson's, Fibromyalgia and Alzheimer's. He is the president of the Functional Aging Institute and co-owner of Miracles Fitness, a one-on-one and small group training facility specializing in mature clients.


Joshua Carter

Fitness Facebook Marketing. Expert will teach you how to attract Baby Boomer women on Facebook....so they think they are seeing you EVERYWHERE!

Joshua Carter is a personal trainer and Fit Body Boot Camp owner with over 20 years of experience helping his clients get in the best shape of their lives. He has been featured in multiple publications including The Wall Street Journal, Huffington Post, LiveStrong, Shape Magazine, Muscular Development and Men’s Fitness and has also been seen on national TV including ABC CBS, Spike, HGTV and Showtime. He is widely known as the go-to expert in Facebook Marketing for personal trainers and is a master at creating fitness promotions and offers that convert leads into paying clients in record numbers.


Lisa Wright

Regain Your Passion and Boost Your Revenues

Lisa will share How to regain your passion for your business, and boost your revenues 25-40% while reducing your training load by as much as 50%! Lisa shares insider secrets from her past 12 months, as well as over 20 years experience as a studio owner.

The Mature Marketing Mastery Workshop Is Only $199

<
Registration Form
Event Package: $199
Option 1: Choose a Pre-Conference Workshop (October 28)

Mastery Workshop Travel Information

The host hotel and event venue for the Mature Marketing Mastery Workshop is the Sheraton Reston Hotel in Reston, Virginia, just a few miles the Dulles International Airport.

11810 Sunrise Valley Drive
Reston, VA 20191

Click here to book your room