The target market for fitness centers is a diverse group of people wanting to stay or be fit, look good, and feel their best. From busy parents to busy executives and from athletes to bodybuilders – there is a fitness center, a gym, or a health club for everyone.

However, as you can imagine, not everyone is looking for the same thing. Based on their age, fitness level, and health objectives some people may be interested in pilates or yoga, while others may prefer more high-intensity exercises.

So, if you’re managing a fitness center and looking to design your marketing strategy, how can you start defining the target market for fitness centers?

In this article, we will look at one such way. We will understand the target market for fitness centers by analyzing the reasons why people are most likely to join one.

Once you understand people’s motivations you can be in a better position to design marketing programs and communication strategies that resonate with them and attract them to your fitness center. 


Who is the Target Market for Fitness Centers?

Based on the motivations that people have for signing up to a gym or a health club, we can divide the target market for fitness centers into the following main customer segments:

  1. People who want to improve their fitness levels
  2. People who want to lose weight
  3. People who want to bulk up or tone their muscles
  4. People preparing for a competition
  5. People who are rehabilitating after an injury or surgery
  6. Elderly people looking for a low-impact workout
  7. People who have a disability

Each of these customer segments has different needs and, as a result, will be looking for different things from their fitness center. It is important to keep this in mind when designing your marketing strategy and communication programs.

So let’s look at each of these market segments one at a time:

1. People who want to improve their fitness levels

This segment of the target market for fitness centers is usually interested in cardiovascular exercises and weight training. They look for ways to increase their endurance and strength and see the gym as a way to achieve these objectives.

Many of these people may have tried working out at home. A very common Christmas gift is a fitness product – a treadmill, an elliptical trainer, or a rowing machine.

But after a few weeks (or months), most of these products end up in the basement or the garage gathering dust. The reason is that people find it hard to stick to their workout routine when they are working out by themselves at home.

This is where fitness centers come in. They provide the motivation that people need to stay on track with their fitness goals. And paying a fee each month can sometimes be the best motivation of all.

If you’re targeting this customer segment, your marketing strategy should focus on the benefits of working out at a fitness center as opposed to working out at home.

You can also highlight the different types of equipment and classes that are available at your fitness center. You could also add revenue streams by selling healthy drinks and healthy snacks in your fitness center.

2. People who want to lose weight

Losing weight is a primary reason why many sign up with a fitness center. This is very common after the holiday season or after someone has been on a long vacation.

Losing weight is a very popular New Year’s resolution and so fitness centers should use this fact to get people to sign up with them in the month of January.

This segment of the target market for fitness centers is usually interested in cardio equipment such as treadmills, ellipticals, and stair climbers. If your fitness center has a fitness app, this is the ideal market segment to whom to promote it, as they will start tracking their weight, calorie intake, and calories burnt from the first day that they join the gym.

People who will successfully lose weight within the first few months of joining your fitness center will be more likely to retain their membership than those who don’t see much results. So any help you can provide this market segment will also help your business the further you get away from the New Year’s resolution.

3. People who want to bulk up or tone their muscles

This segment of the target market for fitness centers is interested in weight training and using the various machines and equipment available at the gym. They are looking to increase their muscle mass and achieve a more toned body.

These are usually younger people, in their twenties or early thirties, who are looking to get in shape and improve their physical appearance. But sometimes you also get middle-aged people who want to go back to looking the way they did (or at least the way they imagine themselves looking!)

Most people now know that muscle mass tends to decline fast as we age and so older people, including retirees, are often attracted to weight training. Sometimes they are recommended by their doctor to gain a bit of muscle mass and keep their bones strong with weight training.

But at their age, it is always better to be followed by a certified trainer. So if your fitness center offers certified trainers, this is the market segment you should be promoting this service to.

4. People preparing for a competition

This target market segment is made up of people who are training for a specific event or competition. That could be a marathon, a powerlifting competition, a bodybuilding show, a tennis championship, or any number of other sporting events.

These people usually have a specific goal in mind such as trying to increase their strength, speed, or endurance, and may be interested in working with a personal trainer to help them prepare.

The training program for each sport and competition is different and people in this market segment will have different needs depending on what they are preparing for.

For example, a long-distance runner will need to use the treadmill more often than someone who is lifting weights for a powerlifting competition. Or someone who is training for a bodybuilding show will want to use the tanning beds at the gym.

5. People who are rehabilitating from an injury or surgery

This target market segment is made up of people who have been injured and are now in rehabilitation. They may have had surgery and/or be going through some form of therapy like physical therapy or massage therapy. And their doctor has advised them to start working out to help with their recovery.

This target market segment is usually older as they are more likely to have injuries that require surgery or physiotherapy. But you also get younger people in this segment who have had an accident and are recovering from it.

These people will need to use the gym differently than other people and may need some extra help from your staff. For example, someone who is rehabilitating from a knee injury may have strict instructions to avoid certain machines and exercises that could aggravate the recovering knee.

6. Elderly people looking for a low-impact workout

Going to a fitness center is becoming popular with elderly people as the benefits of staying active and exercising are more well-known now. And fitness centers offer a safe environment for elderly people to work out in.

Elderly people usually look for a low-impact workout and so they will use the machines that offer this, such as the elliptical trainer or the recumbent bike. They may also be interested in taking group classes such as yoga or Tai Chi.

Some fitness centers offer special programs for elderly people and this is something you should promote if you have it. These programs are usually designed to help them stay active and improve their balance and coordination.

7. People who have a disability

For people with a disability, working out at a fitness center can be a great way to stay active. And with the advances in technology, there are now more machines and equipment available that can accommodate people with disabilities.

Doctors often recommend that people with a disability exercise as much as they can to stay healthy and fit. And fitness centers are a safe place for them to do this.

People who have a disability may need some extra help from the staff at the gym and so you should make sure that your employees are trained to deal with this target market segment.

Of course, someone’s ability to use the gym while having a disability varies from person to person and from disability to disability and should only be done based on a doctor’s recommendation and under the supervision of trained and certified staff.


Summary

The target market for fitness centers is a broad group of people who want to stay fit, become fit, look good, and in general, get themselves in shape. In this article, we classified this market based on the various motivations that people have for joining a fitness center.

Most people who join are looking to improve their fitness level in some form or another. Some simply have been couch potatoes and want to get their cardio-vascular system in better shape. Others are looking to improve their strength, endurance, or flexibility.

Some people join a fitness center to lose weight while others are trying to gain muscle or bulk up. Yet others are recovering from an injury or surgery and need to follow a specific workout routine prescribed by their doctor or physiotherapist.

Then there are the elderly, who are looking for ways to stay active and fit as they age. And finally, there are people with disabilities who use the gym as a way to stay healthy and overcome their disability as much as they can.

So, if you have a fitness center and are looking to attract new customers, make sure you understand your target market’s motivations for getting into shape. Once you do, you can design a marketing campaign and promotional materials that will speak to them directly and make it more likely that they select your fitness center over another.