The fitness market can be divided into segments, each with its own needs and wants. The key to successful marketing is understanding these different segments and targeting them with the right products.
One of the most popular methods for performing market segmentation uses demographic factors like age, gender and income.
Other methods use psychographic factors like lifestyle, motivations, values, likes and dislikes as well as behavioral factors like purchasing habits, how someone intends to use a product or service, how often they will use it, the benefits they seek, or brand preference that they have.
In this article, we will segment the fitness market using the following 7 variables: type of fitness product or service, price range, services available, consumer lifestyle, motivation, frequency of use, and age.
But first, let’s start by understanding why fitness market segmentation is important.
The Importance of Segmentation of the Fitness Market
The segmentation of the fitness market is essential because it allows manufacturers of fitness products, retailers that carry these products, and businesses that offer fitness services to target specific groups of consumers with laser precision.
By understanding the needs and wants of different market segments, businesses can create products that are more likely to appeal to them and retailers can stock fitness products that their customers are most likely to buy.
The market for fitness ranges from those simply looking for a yoga mat to those seeking the latest and greatest in fitness technology, from those who want to lose weight to those who want to join a gym to gain muscle.
There exist fitness products for every budget and every style, but not all types of fitness products are equally useful to all customers.
By segmenting the market, businesses can identify which type of fitness product or service is most popular with each group and target their marketing and sales efforts accordingly.
Variables for Fitness Market Segmentation
Fitness market segmentation can be performed along the following 7 axes:
- Type of fitness product or service
- Price range
- Services available
- Consumer lifestyle
- Motivation
- Frequency of use and
- Age
Different people have different needs, wants and motivations for purchasing a product or service.
And so most fitness product manufacturers do not cater to all buyers. Instead, they focus on those segments of the market that are most likely to buy their products.
With market segmentation, they can target specific groups of consumers with tailor-made products or services that satisfy their needs.
It is therefore essential that businesses decide which segments they want to target and then design their fitness products or services, marketing, and sales strategy accordingly.
Let’s now look in detail at each of the 7 variables used in fitness market segmentation.
#1. Segmentation Based on Type of Fitness Product / Service
The primary driver of any purchase decision is the need that a product or service satisfies.
Some fitness products are designed for general fitness while others are geared toward specific goals such as weight loss, muscle building, or injury rehabilitation.
And so the type of fitness product or service has an outsized impact on people’s purchase decisions.
The most common types of fitness products and services include:
- Exercise equipment
- Home fitness products
- Gym memberships
- Fitness classes and
- Personal training services
The market for fitness products and services is constantly evolving as new products and services are introduced.
For example, fitness apps, fitness trackers and smartwatches are relatively new types of fitness products that have become extremely popular in recent years.
And as fitness products and services become more specialized, the market segments will continue to mature.
#2. Fitness Market Segmentation Based on Price Range
Price is, of course, always a factor that influences consumer behavior.
When it comes to fitness products, there are products available at all price points, from inexpensive dumbells to high-end fitness trackers.
The fitness market can therefore be segmented based on price range, with those who are willing to spend more money on fitness products being targeted with higher-priced items.
This is referred to as Price Segmentation and businesses use this technique to maximize their revenue and profit by extracting the most revenue out of each customer based on their willingness to pay.
However, not all customers will be willing to spend a lot of money on an expensive fitness product, even if they like it.
And so those who are looking for more affordable fitness products can be targeted with simpler lower-priced alternatives.
#3. Segmentation Based on Services Available
The fitness industry has realized that not everyone is interested in purchasing a fitness product, but many people are willing to pay for the services that these products provide.
This has led to an increase in the number of fitness services being offered, such as:
- Gym memberships
- Fitness classes
- Personal training services
- Yoga lessons
- Weight loss programs
- Martial arts lessons
- Acqua aerobics
- Sports like tennis, squash, racquetball, etc.
- Swimming lessons
- Rock climbing lessons
… and many more.
Businesses that provide fitness services can use segmentation to target specific groups of consumers with the services that they are most interested in.
For example, those who are looking for weight loss services can be targeted with fitness classes and personal training services that focus on burning calories and losing weight.
#4. Segmentation Based on Customer’s Lifestyle
Lifestyle plays a major role when it comes to buying a fitness product or signing up for fitness service.
For example, those who have a sedentary lifestyle are likely to be interested in fitness products or services that will help them get more active.
On the other hand, those who already have an active lifestyle are likely to be interested in fitness products or services that will help them take their fitness to the next level.
This is why lifestyle is a behavioral factor that businesses consider when performing fitness market segmentation so that they can craft different marketing messages for the sedentary individual compared to the active individual.
#5. Fitness Market Segmentation Based on Motivation
Fitness is one of those things that people often start but then quickly give up on because they lack the motivation to stick with it.
This is why businesses need to segment their fitness market based on motivation so that they can target those who are most likely to be interested in fitness products or services.
The most common fitness motivators that businesses can use to attract potential customers to their products or services include:
- Getting in shape for an upcoming event like a wedding or vacation
- Losing weight
- Improving fitness so that one can participate in a favorite sport or activity
- Reducing stress
- Improving overall health and well-being
- Meeting new people
- Getting out of the house
Each of these can be effectively used in marketing campaigns.
#6. Segmentation Based on Frequency of Use
People who use a fitness product or service regularly are likely to see it differently than those who only use it occasionally.
For example, those who use a fitness product every day are likely to be more interested in its durability and functionality than those who only use it once a week.
Similarly, those who go to a fitness center every day are more likely to renew their membership when it expires than someone who has only gone there occasionally.
By segmenting the fitness market based on the frequency of use, businesses can market to each segment using messages that will most resonate with them.
#7. Fitness Market Segmentation Based on Customer’s Age
Age plays a role in the selection of a fitness product or service because the fitness needs of a 20-year-old are likely to be different than the fitness needs of a 50-year-old.
For example, someone in their 20s is likely to be more interested in products or services that will help them build muscle mass whereas someone in their 50s will probably be more interested in products or services that will help them lose weight and improve their overall health.
Fitness businesses use this knowledge and tailor products and services to make them age-appropriate.
Conclusion
As you can see, the target market for fitness products and services can be segmented using many variables and can be analyzed from different angles.
In this article, we performed fitness market segmentation following these 7 factors: type of fitness product or service, price range, services available, consumer lifestyle, motivation, frequency of use, and age.
Fitness product manufacturers and retailers often use market segmentation to better understand their customers and figure out how to appeal to them.
With fitness market segmentation, they can better understand which of their products are likely to sell well and can target their audiences more effectively.
