There are different ways to expand your business – one way is to open up to a new target group. Is your gym relevant to your intended target group. Well, to answer that you need to know who your dream customer really is. A target group can be easily defined as – the individuals who are most likely to purchase your gym’s services. The more precisely you define it, the easier it is to understand your target group’s behavior and how and where to reach them.
Marketers talk about not shooting shotgun but trying to narrow the profile of desired customers and instead run targeted campaigns against a selected group of individuals. Women or men, beginners or already saved, individuals or companies, young or old, fat or thin, individual athlete or sports team – who should you bet on.
Which target groups do you match with, but is it that simple to just select a few target groups and then try to make the businesses flourish on the income they can generate? The services that a gym offers everyone needs – because you can’t store good shape.
There is no need to exclude anyone here. Instead, the question must be asked from the perspective – how is your gym designed, what range do you offer, where is the geographical location, do you have any staff and if so, what level is their competence. Because it takes great resources to create a gym where everyone feels welcome. As a gym owner, you will be drowning in tasks and challenges trying to get everyone ready. Then it is – better to do fewer things and do them really well than to be everywhere where everything is half-baked.
Remember that there is no right or wrong in choosing a direction, but some bets are easier or harder to realize. Of course, the size of the market in which you operate plays a role – as well as the current competitive situation within your geographic catchment area. A target audience consists of people and people have feelings. It is these emotions that you want to attack and the best way to do that is – to have passion.
Who do you want to keep up with at your gym, who do you want to help lead a life full of quality and quantity. What attitude to training do you think they should have. What problems are they dealing with that you can help solve. Answer these questions and you will clearly see which target group you want to be customers at your gym. Your passion for helping them will be both felt and seen, generating satisfied members. But maybe you don’t care who visits your gym, but your passion is making money – it may work in the short term, but going to work will probably be less fun in the long term.