Market Focus: Fitness Enthusiasts
You don’t have to pump iron, run a marathon or attend daily aerobic classes at your local gym to be considered a fitness enthusiast. To the contrary, most of the individuals who fall into this category are aspirational fitness buffs—people who desire to be fit.
A Focus on Body Image
Fitness enthusiasts tend to be well-educated individuals with the discretionary income to spend on health and fitness products and services, such as gym memberships, fitness publications, exercise videos and equipment, according to Michael Fishman, senior client management director at ClientLogic Specialists Marketing Services, a Weehawken, N.J.-based list brokerage and management firm that manages several fitness lists. Demographics point to individuals who are in their 20s to mid-40s —the age range most closely tied to body image and appearance.
Because most fitness enthusiasts are striving to attain a certain image, they are ideal prospects for health or lifestyle magazines, healthy cooking supplies, nutrition-centric products and publications, weight-loss products, and other appearance-related items such as cosmetics and hair-care supplies.
For example, the average subscriber to Shape magazine is a female in her 30s who is college-educated and has a median income of $73,499. Mailers that have rented the Shape subscriber file include Avon By Mail, Eastern Mountain Sports, BMG Music Club, Venus Swimwear and lifestyle magazines such as Glamour and Self.
The direct mail universe for the core fitness market is roughly 2 million to 3 million names annually, according to Fishman.
“Lists of people who actually are ‘walking the walk’ and are hard-core fitness buffs are in the minority. These are people who, for example, might subscribe to Muscle & Fitness magazine or TriAthlete,” says Fishman.
“Marketers selling a health or weight-loss product generally have a broader audience and may be able to mail beyond fitness lists,” he adds.
When selling any fitness, health or weight-loss product, Fishman reminds marketers to sell the benefit. “People don’t want the products or service, they want fitness and to look good. They are buying the benefit or promise of looking good … these are the vehicles. The true product is the desired benefit,” he says.
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