The target market represents a group of people who are basically sold on the idea that an ongoing fitness program is critical to overall, lifelong health.  Doctors are now routinely encouraging regular, age-appropriate exercise routines for patients throughout all stages of their lives.  Even patients with various medical conditions or recovering from major surgeries are encouraged to do situation-appropriate exercises and rehabilitation.  In addition, while exercise for pregnant women used to be considered taboo, it is now strongly recommended by doctors.

In general, people do not need to be convinced that exercise is good for them and will afford them the tangible benefits of looking good and feeling good about themselves.  They do, however, need help in implementing consistent, effective fitness programs that are right for them and to which they can stay committed.

Accountability
In a 19xx survey conducted by the Ambassador Fitness Council, gym goers said the most frustrating thing about their fitness program was being able to stick to it consistently.  Many people are gung-ho and full of purpose after the holiday season and their New Year’s resolutions, but find it very difficult to stick to their plans after a month or two goes by.  People who want to reach specific goals in their life often like to put themselves in the position of being accountable to someone for outside motivation and support.  The Ambassador Fitness Council survey substantiated that this phenomena is true for the fitness industry as well.  The survey showed that, according to the individual, accountability was one of the top three facets of the success of their fitness program.

Integrated Approach
Many people want an integrated approach to fitness, one which incorporates safe and effective workout techniques with healthy eating habits and an overall balanced lifestyle.  HealthMark conducted eight focus groups to substantiate this tentative finding presented in the November 19xx issue of Fitness Journal.  In essence, people feel  that hard workouts are just one piece of the puzzle of maintaining weight and energy level.  Several people had been on workout kicks for short periods of their life with the goal of weight loss or muscle toning and it only left them frustrated, feeling that they worked very hard and spent way too much time for very little results.  About 23% of the people across all focus groups had participated in structured diet programs, such as Weight Whackers.  While many had seen short-term results, they were rarely sustained over a long period of time, and often dieting  without exercise did not allow them to meet their weight loss goals. Another major criticism of these types of programs was their intense, “big brother-like” philosophy.

Value
The same Fitness Journal survey offered some additional insights.  Consumers of health and fitness services want to get value for their money.  Basically, most of these consumers will pay logical prices, often even premium prices if the service represents real value to them.  Value manifests itself in several ways, but certainly both the process and the results are valued.  Consumers  want to feel like they are getting their money’s worth, achieving their goals, and actually enjoying the process by which they reach those goals.