Hey there,
The response on Substack since I launched 3 weeks ago has been incredible.
Thank you!
My initial idea was to teach my fellow product and UX design colleagues what I’ve been learning about the longevity economy as it relates to building digital experiences for users over age 50.
What I didn’t expect was so many folks connecting with the story of me moving to a retirement community at 45.
And… it’s inspired a pivot with my approach to age/proof design.
The age 50+ population is the fastest-growing cultural force on the planet.
They’re redefining work, retirement, wellness, identity, and community.
They’re not fading. They’re adapting.
This isn’t a trend. It’s one massive shift.
So, I’ll be telling the story of what modern aging actually looks and feels like from inside the shift. The friction, the reinvention, the things we’re still getting wrong, and what’s coming next.
As I evolve the content here over the coming weeks, you’ll find:
Stories that challenge default scripts about aging
Curated longevity-related news for curious individuals and strategic thinkers
Field notes from inside the world’s largest retirement community — a place once known for it’s pure leisure-focused lifestyle that’s evolving with a new generation
You’re in the right place:
If you're in your 30s, 40s, 50s, or beyond and not ready to fade out.
If you're a builder, strategist, or decision-maker trying to understand what aging really means for your product, team, city, or community.
If you're tired of “decline narratives” about age and are ready for something more honest, more useful, and more human.
This is for you if you want to be part of a growing community of curious and forward-thinking people who are reconsidering what older age can be — and how to live it with intention.
Thanks for being part of this evolution.
Until next time,
— Bryan Kelly
P.S. Let me know what you think, what topics you might want to dig into, or why you were drawn to what I’m doing here. Just hit reply and send your thoughts!
P.P.S. For those of you who don’t know me well yet — here’s a snippet from my Substack About page…
Bryan Kelly has a front-row seat to the biggest demographic shift in history.
At 45, he moved into The Villages — the world’s largest retirement community — to study how older adults are redefining later life. Not from the outside looking in, but by living among them.
Bryan spent nearly two decades building digital experiences as an entrepreneur, marketer, and UX content designer.
Two moments sparked his curiosity:
First, a VP of Design told his team to “just focus on Gen Z” — even though most of their users were over 50.
Second, he watched a woman in her 70s struggle to navigate a healthcare app. It wasn’t her. It was the design.
These moments raised a critical question:
What if the problem isn’t the age of these users — but our lack of understanding them?
Now Bryan’s exploring aging, retirement, and identity in the context of the 100-year life.
He’s also a competitive middle-aged athlete with USA Track & Field, performing at an elite level in age-graded sprint events:
Silver medalist, 800m – 2023 USATF Masters Outdoor Championships
Silver medalist, 400m – 2025 USATF Masters Indoor Championships
10th place, 400m – 2025 World Masters Athletics Indoor Championships
Through his experiences and writing, he challenges conventional assumptions about aging — and explores how to design for what’s next.
Rethink Aging With Us
Join other curious and forward-thinking people who are reconsidering what older age can be — and how to live it with intention.
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