Are Middle-aged Men The Wellness Industry’s Most Overlooked Demographic?

The key to reaching men in midlife isn’t biohacking or age-defying longevity protocols; it’s meeting men where they’re at in their lives, argues Greg Scheinman

For all the personalization, performance tracking and longevity positioning that now defines fitness and wellness, one of its most valuable consumer groups has, arguably, remained largely underrepresented: middle-aged men.

“Brands are fighting over a tiny pool of hyper-optimized biohackers, while an ocean of men is waiting to be seen, heard and served,” Greg Scheinman, founder of The Midlife Male, a media and community platform built for men in their 40s and 50s, told Athletech News.

“Brands will spend millions to reach Gen Z, while ignoring the men who can actually afford to buy the products, stick with them, and tell their friends,” Scheinman said.

Men in midlife often sit at peak earning years, investing in health for longevity, performance at work, and quality of life. However, Scheinman noticed that much of the industry still targets this audience as if they’re trying to look twenty-five again.

“The fitness world keeps trying to optimize the wrong man,” he said. “There’s a big difference between optimized and optimal for midlife men.”

Optimal, he explains, is about sustainability: staying strong, mobile, mentally sharp and metabolically healthy while balancing careers, families and accumulated stress, not chasing marginal gains for sport. Midlife Male’s content strategy is intentionally personal.

“The reason our audience trusts us is simple: we only talk about what we actually use, believe in, and do ourselves,” he added. “That’s relatable, credible, aspirational and honest. And that’s all men in midlife really need to make a buying decision.”

In his publication, Scheinman tackles topics ranging from “male menopause” to interviews with famous surfer Laird Hamilton. Articles are written in a conversational tone and tackle many previously taboo topics in health and wellness for middle-aged men.

As longevity, preventative health and performance aging become bigger business categories, the midlife male segment is becoming harder for operators to ignore, Scheinman believes. The opportunity spans multiple verticals: strength and mobility programming designed for aging bodies, hormone and metabolic health services, recovery and stress management technologies, functional nutrition focused on long-term health and apparel built for performance and comfort, not just aesthetics.

Scheinman believes the shift is already underway.

“We’re not the niche; we’re the market,” he said. “And the current is moving our way.”

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