Are you looking to sell fitness products but aren’t sure who your target market is? Or maybe you know who they are but aren’t sure what they want? If that’s the case, then this article is for you!
As you probably already know, the theoretical target market for fitness products is a broad group of people who are interested in improving their health, well-being and appearance. This means everyone from stay-at-home parents to hardcore athletes are potential customers for a new line of fitness gear.
But how can we define and segment the target market for fitness products more precisely? And how can we understand what they’re really looking for?
In this article, we’re going to attempt to answer these questions. We will review the target market for fitness products by studying what motivates customers to purchase fitness items.
We will then review the factors that influence their purchase decisions so that we can understand why customers choose one product over another.
So, if you’re ready to start selling fitness products, keep reading!
Who is the Target Market for Fitness Products?
To best understand the target market for fitness products we will segment the market based on the reasons why people buy fitness products.
Using this segmentation process we get the following main market segments:
- People who want to improve their health
- People who want to improve their appearance
- People who want to improve their performance
- People recovering from an illness
- People with a disability
Let’s look at each of these in some detail.
1. People who want to improve their health
One of the main reasons anyone invests in fitness products or fitness equipment is because they want to improve their health. This target market for fitness products includes people who are starting to feel the effects of age and want to stay in shape. They will buy a fitness product and use it or join a fitness center where they can use that fitness product.
It also includes people who have been diagnosed with a medical condition and have been advised by their doctor to get more exercise.
Fitness products can also be appealing to those looking to improve their mental health. For instance, running has been shown to be an effective way to improve mental well-being and is often recommended by therapists as a form of self-care. But since not everyone can run outdoors all year round, a popular fitness product for home exercise is the treadmill.
2. People who want to improve their appearance
Another group of people who are interested in fitness products are those who want to improve their appearance. This can include people who are looking to lose weight, gain muscle, or simply look more toned.
People in this group are often highly motivated to see results and may be willing to invest in more expensive fitness products that have a reputation for being effective. They may also be interested in products that will help them target specific areas of their body, such as cellulite creams or ab workout equipment.
While targeting this segment of the market, you can maximize profits using price segmentation techniques.
3. People who want to improve their performance
The third group of people who are likely to be interested in fitness products is those who want to improve their performance. This could include athletes who are looking for an edge on their competition, or people who simply want to be the best they can be at their chosen sport or activity.
People in this group tend to be very knowledgeable about the products they use and are often willing to spend more money on high-quality gear. They may also be interested in products that will help them track their progress or monitor their fitness levels. Such products can include heart rate monitors, GPS watches, and fitness apps.
4. People recovering from an illness
Fitness products can also be appealing to people who are recovering from an illness or injury and undergoing physical therapy. This could include people who have recently had surgery or those who are dealing with a chronic condition.
People in this group often need to be careful about the types of exercise they do and the intensity level, so they may be interested in products that will help them stay within safe limits while working out. They may also appreciate products that have been designed specifically for people with their condition, such as adaptive yoga mats or hand weights with a built-in grip.
5. People with a disability
Finally, fitness products can be appealing to people who have a disability. This could include anything from a physical disability that makes it difficult to use standard workout equipment to a cognitive disability that makes it difficult to follow a traditional exercise routine.
People in this group may be interested in products that will help them modify their workouts or those that have been designed specifically for people with disabilities. They may also appreciate products that make it easier to stay active, such as fitness trackers with accessible features or apps.
As you can see, there is a wide range of people who are in the target market for fitness products. By understanding the needs and wants of each group, you can be sure to choose the right products to appeal to your target audience.
Fitness Products: What Factors Influence Purchase Decisions?
The target market for fitness products also differs based on customer characteristics like age, gender and income. Additionally, characteristics of the products being purchased – like price, safety, and quality – also play a role in customer decision-making.
In this section, we’ll take a closer look at some of the factors that influence purchase decisions for fitness products.
Customer’s Age
Customers of different ages look for different things in fitness products. Younger customers could be more attracted to products that help them pump muscle, improve their performance and look better.
Older customers are more likely to want products that help them lose weight, maintain their fitness levels, or help with recovery from an illness or injury.
Customer’s Gender
Fitness products for men and women also differ quite a bit. Men are generally more interested in products that will help them build muscle, whereas women are more interested in products that will help them lose weight or tone their bodies.
Customer’s Income
When it comes to income, people who make less than $50,000 a year are more likely to be interested in fitness products that are affordable and easy to use. Whereas people who make more than $100,000 a year are more likely to be interested in higher-end fitness products that offer additional features and benefits.
Product Price
Price always plays a key role in customer decision-making, regardless of the product or the customer’s ability to spend. People are generally willing to spend more on fitness products that they perceive to be of high quality and durability.
They’re also more likely to purchase products that are on sale or that come with some type of discount. This is why fitness equipment sells well during annual sales around Black Friday and Christmas holidays.
Product Safety
Safety is another important factor that customers consider when choosing fitness products. People want to feel confident that the products they’re using are safe and won’t cause them any harm. This is especially true for people who are recovering from an illness or injury.
Product Quality
Everyone prefers to purchase products that are of high quality and will last for a long time. This is especially true with fitness equipment where a defective product could cause injury or worse.
Also, customers won’t be happy if they have to replace their fitness equipment every few months. This is why many people are willing to spend more on products that they perceive to be of a higher quality.
Product Reviews
There is no shortage of reviews for fitness products these days. With so much information available, people often base their purchase decisions on what others have had to say about a product.
This is why it’s important to make sure that your products are well-reviewed before you put them on the market or if you’re a store take care to only carry products with strong reviews.
These are some of the main factors that influence purchase decisions for fitness products. It’s important to keep all of these factors in mind when choosing products to sell. By understanding the needs and wants of your target market, you can be sure to choose the right products to appeal to them.
Summary
One of the best ways to understand the target market for fitness products is to segment it based on customers’ motivations to purchase these products. Each segment is looking for something different in the same fitness product.
People in most segments are looking to improve their health. But some also want to improve their appearance or their performance at a sport. Others look for fitness products to help recover from an injury or an illness. And some others need to use a fitness product while taking a disability into account.
Once a customer decides to purchase a fitness product, there are many factors that influence their ultimate decision and help them choose one product over another. Customers make different choices based on their age, gender and their income level. Similarly, they make purchase decisions based on the product’s characteristics like its price, its safety record, its quality, and on the reviews that it has received.
By segmenting and studying the target market for fitness products based on the customer’s motivation for purchase and understanding the factors that influence their purchase decisions, you will be able to craft communication messages and marketing strategies that will appeal to their desires and make them more likely to buy from you.
