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