Customer Segmentation
Pro Fitness will primarily target the following three customer segments:
Soccer/stay-at-home moms: The area has a large population of stay-at-home moms who are active in the school and community. These moms seek fitness services on a regular basis. Winning the loyalty of a mother often includes winning the business of her children and husband as well. These women are well connected to each other and as such are a prime source of referral business. Pro Fitness expects to regularly acquire new customers from referrals.
Professionals: Pro Fitness is located along a well-travelled commute route. By offering convenient location and exceptional service to the customer, Pro Fitness will draw in working men and women who want to stay fit.
Students: There are multiple high schools, middle schools, colleges, and universities located in the surrounding area. These students still live on their parents’ income and can therefore afford to pay for services.
Target Population by Age Group
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Demographic Profile of Target Market
Pro Fitness will serve the residents of Randburg and the immediately surrounding areas as well as those who work in Randburg.
The area we serve is populated mostly by the upper-middle class; as a result, they have the means to pay for gym memberships, personal training and other fitness related services.
•We have included a variety of training methods in order to attract people who are interested in different training methods.
•We will specifically be targeting those that do not know how to train and do not know where to start. The facility is open to everyone so the goal will be to attract people from a variety of background.
•We will be targeting people who wish to use kettlebells but have no knowledge on how to.
•We will be targeting people who wish to use more of their body weight to train but do not know what to do, we will assist them by offering them primal training.
•We will be targeting people who struggle to get motivation or stay motivated to train.
•We will be targeting people who struggle with weight loss and are not encouraged to train.
•We will be joining events in order to spread the word and the benefits of exercising so that people have an open mind and want to start training and live a healthy lifestyle.
•We will be targeting young and upcoming athletes who wish to increase their strength and endurance in order to prepare on being the best athlete in future
•We will be targeting people who suffer from stress and struggle to get relaxation and flexibility by offering them movement and mobility.
•We will be targeting people who have long hours of work and struggle to get motivation to train after work (working class).