From Lockdown Pivot to a 5-Year Strong Community
Five years ago, Sam Palmer moved her in-person fitness classes online—just for six weeks.
But something unexpected happened… Women loved it.
Now, with 77 members and counting, The Midlife Movement Hub has become more than just an online fitness membership—it’s a supportive, empowering space for midlife women to move, grow, and age well.
“I LOVE seeing my members become more confident, enjoying a fitness class in their PJs—because no one gives a monkeys!”
What’s Inside The Midlife Movement Hub?
Unlike traditional gyms or trendy fitness apps, The Midlife Movement Hub is designed specifically for women navigating midlife changes. It offers:
✔ 11 Weekly Live Fitness Classes – Covering Strength, Cardio & Restorative movement
✔ Access to 5 Years of Recorded Classes – A huge library of workouts at their fingertips
✔ Beginner-Friendly 4-6 Week Courses – Helping new members build confidence
✔ Two WhatsApp Groups – One for class info and one for wins, worries, and coach support
✔ Expert-Led Masterclasses – Covering midlife health, movement, and well-being
It’s fitness without the fluff—no intimidating gyms, no fancy equipment, just real movement that fits real life.
Standout Member Story: Jo’s Journey from Struggling to Strong
One of Sam’s long-term members, Jo, lives alone in a tiny village in Wales and works full-time with limited access to in-person fitness support. She originally joined on a 4-week trial while struggling with achy joints, fatigue, and low confidence—and unsure whether online classes would even work in her small home.
Fast forward: Jo now attends 8am classes four times a week, has built strength, improved her balance, and feels in control of her body again. And she’s dropped two dress sizes.
“Jo is definitely NOT a classic gym bunny, but being in my community of women just like her has been a game changer.”
Breaking the Biggest Fitness Myth in Midlife
“That when you hit 50, 60, or 70, it’s time to slow down and just go for gentle walks. That makes me SO mad!”
Sam is on a mission to change the narrative. Walking is great, but midlife women need strength training to maintain bone density, muscle mass, and confidence.
“You don’t need an hour in the gym. A 5- or 10-minute strength ‘snack’ is better than doing nothing!”
Masterclasses That Make Science Make Sense
Sam’s monthly masterclasses are broken into three simple parts:
The WHY – Explaining the science in a clear, midlife-relevant way
The WHAT – Easy, realistic changes to implement right away
Q&A and Discussion – A space for members to connect, share, and learn
Popular topics include:
Brain Fog – Especially relevant for busy, midlife entrepreneurs and professionals
Midlife Weight Gain – A hot topic that members finally understand
Menopause & Sleep – With tips that actually work and aren’t overwhelming
Keeping Members Engaged (For Years!)
“Some of my members have been with me since I started it 5 years ago!”
What keeps them coming back?
✔ Seeing Results – From baked bean tins to 5kg dumbbells!
✔ Live Coach Access – Sam and her coaching team really get to know each member
✔ Feeling Seen – Members aren’t just numbers. They feel cared for, supported, and cheered on.
“They start lifting baked beans and a few months later they’re lifting weights with confidence—that’s a massive boost!”
How Sam’s Growing The Midlife Movement Hub
Sam keeps her marketing simple, sustainable, and aligned with her audience’s needs. Her two key growth strategies are:
The “Feel Great in 8” Course – Run twice a year (March and October), this 8-week course introduces new women to her style of fitness and well-being. It includes:
Full access to the Hub’s classes
Weekly recipes
Lifestyle “challenges” to help participants embrace midlife
This course converts 50–87% of participants into full members—a powerful and proven conversion tool.
A 4-Week Trial Offer – Available year-round via her website, this light-touch entry point works particularly well for word-of-mouth referrals. While conversion is slightly lower than the live course, it still brings in engaged members with less effort.
“By the end of the 8 weeks, we both know if I’m the right coach for them—and if I am, they usually stay.”
The Business Bonus: Recurring Revenue with Flexibility
One of the best unexpected benefits?
“I know I have reliable income month in, month out—even over Easter, Summer, or Christmas breaks. That’s huge.”
At £3,670/month, the membership supports Sam’s lifestyle, business goals, and vision for the future—with a new offer in the works focused on aging well into our 60s and beyond.
Advice for Midlife Women Hesitant About Fitness
“Motion is lotion!”
Sam reminds women they don’t need hours at the gym—20 to 30 minutes is enough, and short Movement Snacks are a brilliant way to get back into exercise after a break.
“And make sure your workout is right for YOU. Not someone 20 years younger. The right coach will help you build strength, mobility, and confidence at your pace.”
If She Had to Describe The Midlife Movement Hub in Three Words?
Results – Feel stronger, move better, and see real progress
Connection – A community that motivates and supports you
Accountability – Coaches and WhatsApp groups that keep you on track
Final Thoughts
What started as a temporary pivot has become a thriving, long-term membership—and proof that fitness in midlife doesn’t have to look like the mainstream fitness industry.
Sam has built a sustainable, empowering space for women to move, feel good, and embrace this stage of life with confidence.
“I’m most proud to be a big part of 77 women’s worlds—in a small but life-changing way.”
Want to see what The Midlife Movement Hub is all about? Learn more here: https://www.midlifemakeover.co.uk/middle-age-health-and-fitness
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