Somewhere between the TikTok-driven fitness trends for 20-year-olds and the “gentle stretching for seniors” content aimed at the 70+ market… there’s a massive group being ignored.

The 35–65 year olds.
The backbone of society.
The parents. The business owners. The leaders. The caregivers.
The ones holding families, companies, and communities together.

And yet, when it comes to health and wellness, the industry treats us like we’re either past it or too busy to bother.

But let me be clear: we are NOT past our prime — we are just past the excuses.

This age bracket is where life gets real. It’s where careers peak, kids grow, parents age, sleep gets shorter, stress gets heavier, and bodies start whispering warnings… before they start screaming at them.

So why is the industry ignoring us?

1. Because we’re not “flashy enough” to trend.
   The wellness world is obsessed with aesthetics and virality — and teens posting workouts in matching outfits get clicks faster than a 47-year-old juggling school runs and Zoom calls.
2. Because they think we’re already gone.
   They assume people in their 40s and 50s are stuck in their ways, too set in routine, too tired to change. What they don’t understand is that we’re not stubborn — we just need something real, efficient, credible, and worth our time.
3. Because most platforms weren’t built for our lives.
   We don’t have two hours a day to “find our flow.” We need structure. Accountability. Leadership. A system that respects our time and delivers results without fluff.
4. Because they forget we still have dreams.
   Just because we’ve grown up doesn’t mean we’ve given up. We still want to feel strong, confident, energised and proud of ourselves. We still want to hike mountains with our kids, run races at 50, wear clothes that make us stand taller, and walk into rooms feeling like we own them and not apologise for them.

Here’s the real problem:

The industry is busy chasing trends, not changing lives. And yet, the most powerful transformation market lies in the exact age group they’re overlooking.

This age group doesn’t need entertainment. We need efficiency, results, and leadership.

This is why we have built The Daily J. That’s why communities like The Daily J exist,  not to stroke egos, not to sell gimmicks, but to guide real people through structured, consistent, no-nonsense systems that actually fit into a real-life schedule.

Daily J wasn’t built for teenagers with time. This is easy and simple to do. It was built for exhausted parents, high-pressure executives, overextended caregivers, and people who can’t afford to crash — because too many people rely on them.

35–65 is NOT the end. It’s the fightback phase.

This is where you draw a line and say:
“I’ve spent years giving to everyone else and now it’s time to invest in the engine that keeps this whole thing running. Me.”

Because if we don’t look after our health in this phase, the next phase won’t be about living,  it’ll be about managing decline.

So no, we are not forgotten.

We are just waking up.

We are stepping into a movement that speaks our language.
That respects our time.
That demands accountability.
That gives us a system, not slogans.
A community , not just content.
Leadership and not hype.

And if the rest of the industry doesn’t want us… so be it.

We’ll build our own table and we’ll outlast them.

Huge love and High 5’s
Johno