Personal trainers can significantly enhance their services by tailoring their approach to meet the unique needs of women over 40. This demographic often faces specific health concerns, including hormonal changes, loss of bone density, and shifting fitness goals, which require personalized exercise plans and empathetic coaching. Adjusting training methods not only helps women achieve better results but also opens up a valuable business opportunity, as women over 40 increasingly seek expert guidance to maintain their health and well-being. Women’s health expert Dr. Desi Bartlett joins the KIPS Podcast to share her insights on attracting clients in this demographic and the approach trainers should take to help new clients meet their goals. This group is highly engaged on social media, frequently using platforms like Facebook and Instagram to find wellness tips, motivation, and supportive communities, and Dr. Bartlett provides tips for cultivating your social media content and descriptions.

Desi Bartlett, EdD, CPT, E-RYT, has over 30 years of teaching experience in health and wellness. She is a motivated international presenter and spokesperson. Originally from Chicago, she earned a degree in Kinesiology, a Master’s in Corporate Fitness, and a doctorate from Concordia University, St. Paul. She holds certifications in Yoga, Personal Training, Pre & Post Natal Fitness, and Group Fitness, and provides continuing education through Yoga Alliance, NASM, and NCCPT. Desi has worked with companies like Manduka, Gaiam, Equinox, Yogaworks, the US Navy, Mattel, and Frenshe.

Topics included in this episode:

• Hormone replacement therapy (HRT) for women over 40
• Strength training guidelines 
• Coaching women going through hot flashes and experiencing brain fog
• How to develop content for social media that attracts this demographic

Coaching Guidelines

Coaching clients through frustrations related to symptoms such as brain fog or fatigue requires a compassionate, strategic approach. First, it’s essential to acknowledge and validate their feelings, ensuring they know they’re not alone in their struggles (Dunn, 2020). Encourage open communication to surface any obstacles they may face during their journey. 

Educating them about the physiological aspects of their symptoms, understanding that these can be temporary or related to lifestyle choices, can empower clients (Smith, 2021). Develop a flexible and adaptable training plan that accommodates their fluctuating energy levels. Encourage consistency over intensity, allowing clients to engage in lighter workouts or restorative practices such as yoga or stretching on tough days. Lastly, foster a support system by encouraging clients to share their experiences within the community, thereby enhancing motivation and accountability (Jones & Roberts, 2019). This holistic approach helps clients navigate their challenges while promoting resilience and sustained progress.

Training Insights

For women over 40, visceral fat is often driven by the “cortisol-insulin” axis. While High-Intensity Interval Training (HIIT) is effective for fat oxidation, it becomes counterproductive when the systemic stress load exceeds the capacity for recovery (Hackney, 2020). 

The Tipping Point

Training becomes detrimental when:

• Sessions exceed 30 minutes: Prolonged high intensity maintains elevated cortisol levels, signaling the body to store fat in the abdominal region.
• Frequency is too high: Performing HIIT more than 3 times per week often leads to “overreaching,” disrupting the HPA axis. 

Finding the Sweet Spot

To optimize results, trainers should follow these parameters: 

• Work-to-Rest Ratio: Use a 1:2 or 1:3 ratio (e.g., 30 seconds work, 90 seconds recovery) to allow heart rate variability to stabilize.
• Total Volume: Limit true high-intensity work to 75–90 minutes per week.
• The “Recovery Check”: If a client experiences mid-day energy crashes or poor sleep, pivot to Zone 2 steady-state or resistance training. 

References Used

Dunn, K. (2020). Understanding client frustrations: A guide for personal trainers. Fitness Journal, 12(4), 45-50.

Hackney, A. C. (2020). Hormones, Exercise, and Training. Elsevier.

Jones, L., & Roberts, M. (2019). Building a supportive fitness community: Strategies for trainers. Health and Wellness Magazine, 8(2), 30-35.

Smith, A. (2021). The science of fatigue: Implications for personal training. Sports Science Review, 15(1), 22-29.

Desi Bartlett, EdD, CPT, E-RYT, has over 30 years of teaching experience in health and wellness. She is a motivated international presenter and spokesperson. Her teaching style taps into inner joy, making movement an outer expression. Originally from Chicago, she earned a degree in Kinesiology, a dance minor, a Master’s in Corporate Fitness, and a doctorate from Concordia University, St. Paul. She holds certifications in Yoga, Personal Training, Pre & Post Natal Fitness, and Group Fitness, and provides continuing education through Yoga Alliance, NASM, and NCCPT. Desi has worked with companies like Manduka, Gaiam, Equinox, Yogaworks, the US Navy, Mattel, and Frenshe.