Understanding segmented customer behaviour for Fitness First

Client: Fitness First
Objectives:
- To segment consumers in terms of their attitudes and behaviour towards exercise and gyms
- To inform marketing strategies for different segments
- To develop a product, service and marketing proposition for each key segment
Methodology:
- Online survey in a range of countries: UK, Germany, UAE, Singapore, Australia
- Statistical cluster analysis to segment market
Findings:
- Three common segments identified across all global markets:
- Fitness enthusiasts for whom training is a key life choice, alone or in a team
- Team players, who are motivated in part by the social aspects of training
- Reluctant participants, who find it difficult to commit to a fitness programme and are typically lapsed gym members
Recommendations:
- The Asian fitness market behaves differently to the European and Antipodean markets and formal gym membership is less common in the former
- Clear market segmentation presents a number of opportunities for brand positioning, which can be broadly aligned to the three groups identified above
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