FITNESS FACILITY

A Las Vegas-based fitness instructor was planning the opening of a new fitness facility and really wanted it to be “cutting edge”; something resident and tourists alike would enjoy. He knew that yoga was popular, but what else could he offer? What age groups should he target? How often do they exercise? What are their activities of choice?

 

Luckily, a brand new fitness report had recently been released by a national trade association that spoke directly to these questions. By combining the study results with specific geographic, age, and income data from the U.S. Census Bureau, he was able to pinpoint the best location for his new facility, as well as develop a marketing plan focused on his prime target market of older Americans. He was also able to plan for specific product and service offering with confidence, i.e. yoga, rowing and stretching classes, interesting walking and other aerobic activities , yoga apparel for both men and women, and trendy free weight products.

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