MADISON, Ala. (WHNT) — As people age, muscle mass declines and bone density wanes. That's why health experts stress prioritizing fitness; however, for the 40-plus demographic, getting to the gym can be tough and even uncomfortable.

That's why one owner took her own story and is using it as inspiration to create an environment where women feel free to pursue their fitness journeys.

"What you do in here helps to build confidence out there," Blitz 45 Madison owner Diana Latona said.

A coach is normally the loudest voice in the room, but Latona's voice is filled with cheers and encouragement, rather than booming critique.

Latona said most, if not all, of her clients are 40 and older. With that comes a set of obstacles that differ from younger gym-goers.

"A lot of them have grandchildren.

See Full Page