Market Focus: Fitness Enthusiasts
More Than Exercise
Because fitness enthusiasts are such a broad market, fitness lists have been mailed by a variety of marketers, most notably financial services firms and fundraisers. According to Fishman, credit card marketers have mailed fitness lists because the demographics fit a segment of the marketplace that often carries a balance on their credit cards and in which income levels are on the rise. Nonprofits that have made fitness lists work, he adds, are those that have some relevance to this age group. According to Fishman, these lists are more likely to see usage from a breast cancer charity, than, for instance, Disabled American Veterans. Indeed, nonprofit organizations such as the March of Dimes and the American Breast Cancer Foundation have rented names from the Shape subscriber file.