ClubIntel Releases: Optimizing Personalization Using Fitness Personas
Posted: July 13, 2022 in Suppliers
ClubIntel
DALLAS, TX – Creating consumer personas is a tool that is designed to give in-depth knowledge of consumer behavior and possible interactions they could have with a product (health club or gym). The exercise of creating customer profiles (personas) has many benefits, but most important is the opportunity to have deep knowledge about the consumer base and develop products, services and programs (think your club’s value proposition) to address their needs, and then establish a marketing campaign to communicate how your brand addresses the consumer needs (benefits). In a recent study conducted by ClubIntel on behalf of ABC Fitness Solutions, four fitness consumer personas we revealed:
- The Routine Lifers (34%) – Sticks to a consistent regimen day in and day out. “I’m self-motivated and don’t need all the fuss.”
- The Wellness Lovers (30%) – Balances fitness, nutrition, and mental/physical wellbeing. “I’m in pursuit of all aspects of wellness – physical, spiritual, mental and emotional.”
- Fitness Explorer (19%) – Continuously seeks out new fitness programs, products, and services. “I’m a bit promiscuous with my pursuit of finding an inspiring workout.”
- Casual Consumers (17%) – Fitness motivation is primarily event driven (vacation beach body, wedding, etc.). “My fitness is motivated by an upcoming vacation or event.”
With these four personas, we were able to connect the active consumer’s demographics, workout regimens and purchase behavior for a robust view of the industry’s primary target audiences.
What are consumer personas?
Consumer personas are important in helping you design your product ideas to meet the needs of your members and clients. They are fictitious characters used to represent a real target audience. They are used to summarize and communicate research about a specific audience in a succinct and digestible way.
A consumer persona will have a set of real-world and relevant data associated with it, such as age, gender, job type, family, marital status, financial status, personality traits, motivations, goals and more. The attributes of a persona are based on real-world data to accurately reflect the thoughts, feelings, and intent of that audience.
Why do we need consumer personas?
We create consumer personas as part of user experience design. Personas help us understand a typical consumer’s needs and desires which in turn helps us build more successful products and solutions. It doesn’t matter if you are developing your club’s website, creating a new marketing campaign, designing a new group exercise program, or building a new fitness center, you need to understand who will be using your services. You need to understand what problems your users have and plan your programming to solve those issues. Alternatively, you can find out what your users desire, what their emotional drivers are and target those as features of your programming and services. Either way, you must know what will influence and motivate your users. Personas provide the information to help us understand this.
Why are consumer personas important?
A deep understanding of a target audience is fundamental to creating exceptional products, services, and marketing communications. Consumer personas help both club operations and marketing teams find the answer to one of their most important questions, “Who are we designing for?” By understanding the expectations, concerns, and motivations of target consumers, it’s possible to design an engaging fitness experience that will satisfy member’s/client’s needs and therefore be successful.
When working with personas, in essence you are really just shifting your view of ‘consumers’ to actual people with specific interests, wants, and needs. Get to know your ideal consumers better, and you will find that the benefits are endless.
To download a free version of the report sponsored by ABC Fitness Solutions, simply Click Here and follow the instructions.
