Why Getting "Too Old" for Fitness Might Be Your Biggest Business Opportunity

Ever notice how the fitness world seems obsessed with 22-year-old Instagram influencers doing impossible yoga poses? Yeah, me too. And honestly? It's getting old.

But here's what's not getting old—literally—the opportunity staring us right in the face. While everyone's chasing the youth market, there's a whole generation of 35-50 year olds with money to spend, real problems to solve, and zero patience for BS.

Let me tell you about Nicolas Gunn, because his story is gonna make you rethink everything you know about "starting over" and finding your niche.

When Life Throws You a Curveball (Or Three)

Picture this: You're a qualified dietitian with hospital experience, you move to your dream country, and then—plot twist—your credentials mean absolutely nothing. That's exactly what happened to Nicolas when he moved from Argentina to New Zealand at 35.

The Nutrition Society of New Zealand basically said "thanks, but no thanks" to his overseas experience. He could start from scratch and spend years getting re-certified, or... do something completely different.

Most people would've panicked. Nicolas? He saw an opportunity.

Instead of fighting the system, he went around it. Started an online coaching business focusing on what he was genuinely passionate about—helping people build muscle. Not just any people, mind you, but specifically folks in their 35-50s.

And here's the kicker: in just two years, he went from solo consultations to coaching dozens of clients online and hiring staff. His business, Stamina Holistic Nutrition, is growing exponentially.

The Market Everyone's Ignoring

While fitness influencers are busy targeting college kids who can barely afford protein powder, there's this massive, underserved market of adults who actually have disposable income and serious motivation to change their lives.

Think about it. When you're 25, working out is about looking good in a bikini or impressing someone at the bar. When you're 42? It's about not throwing out your back when you pick up your kid. It's about having energy for that promotion you've been working toward for a decade. It's about not feeling like your body is betraying you.

The 35+ crowd isn't looking for quick fixes or miracle transformations. They want sustainable results from someone who gets their life stage. They're dealing with:

• Slowing metabolism
• Old injuries that flare up
• Demanding careers
• Family responsibilities
• Changing hormones
• The reality that they can't bounce back like they used to

Nicolas figured this out early. His clients aren't trying to become fitness models—they want to rearrange furniture without calling for help, feel confident on dates again, and not feel winded climbing stairs.

The Muscle Truth Nobody's Talking About

Here's where Nicolas gets really smart about his positioning. He's not selling vanity—he's selling vitality.

Sure, his clients like looking better. But what really hooks them is feeling stronger, sleeping better, being more productive at work. One client told him she started dating again after years of low self-confidence. Another said he could finally move furniture around his house solo.

That's not just fitness coaching—that's life coaching with biceps.

The muscle focus is brilliant for this demographic because:

For women: They're finally over the "lifting makes you bulky" myth and understand that muscle mass is crucial for hormone health, especially during perimenopause and menopause.

For men: They're watching their dad bods expand and realizing cardio alone isn't gonna cut it.

For everyone: They're starting to connect the dots between strength training and longevity, bone health, and mental wellbeing.

The Specialization Superpower

Now, I know what some of you are thinking. "But Maya, doesn't specializing limit your market?"

Wrong. And Nicolas's growth proves it.

When you try to coach everyone, you end up coaching no one particularly well. When Nicolas niched down to muscle building for 35-50 year olds, suddenly his marketing became crystal clear. His expertise deepened. His confidence soared.

He's not competing with every trainer and nutritionist out there anymore. He's THE guy for this specific thing. And that specificity is magnetic.

Plus, let's be real—the 35+ market can actually afford premium coaching. They're not looking for the cheapest option; they're looking for the best solution to their specific problems.

The Mindset Shift That Changes Everything

Here's what I love most about Nicolas's story: he didn't let circumstances define his limitations. Immigration curveball? Business opportunity. Outdated credentials? Time for fresh learning.

He took the Precision Nutrition certification not just to "dust off the rust," but to seriously upgrade his knowledge. Turns out, a lot of what he learned in university was already outdated. The psychology of change? Barely touched on in his formal education, but absolutely crucial for real coaching success.

This is a powerful reminder that your formal education is just the starting point, not the finish line. The most successful professionals I know are perpetual learners who aren't afraid to admit what they don't know.

What This Means for You

Whether you're a coach looking to specialize or someone considering a major career pivot, there are some serious lessons here:

Stop chasing the obvious markets. Everyone's going after the same young, already-motivated demographic. The real money is often in the overlooked segments.

Your constraints might be your competitive advantage. Nicolas couldn't get traditional credentials, so he built something better. Sometimes what feels like a setback is actually a setup for something bigger.

Specialization isn't limitation—it's liberation. When you know exactly who you serve and how you help them, everything else becomes easier. Marketing, pricing, content creation, all of it.

Experience + Fresh Learning = Magic. Don't let your past experience make you complacent. Nicolas combined his clinical background with updated coaching techniques and created something powerful.

The "older" market is actually the goldmine. They have money, motivation, and realistic expectations. They're less likely to ghost you for the next shiny thing and more likely to become long-term clients who refer friends.

The Real Question

So here's what I want you to think about: What market is everyone else ignoring that you could own?

Maybe it's busy executives who need nutrition that works with their travel schedules. Maybe it's new moms who want to feel strong again. Maybe it's people dealing with chronic conditions who need specialized approaches.

The point is, while everyone else is fighting over the obvious markets, there are underserved groups everywhere just waiting for someone who really gets their specific challenges.

Nicolas found his people in the 35-50 muscle-building crowd. His "limitation" of starting over in a new country forced him to think differently, and that different thinking led to a thriving business.

What forced changes in your life might actually be pointing you toward your biggest opportunity? Because sometimes the best business ideas come from the problems we're forced to solve ourselves.

The fitness world might be obsessed with youth, but smart entrepreneurs know that maturity—both in clients and approach—is where the real value lies.

What's your take? Are you seeing opportunities in markets others are overlooking? Drop a comment and let's talk about it.