Gym Business Plan Template

Written by Dave Lavinsky

Customer Analysis

The following are examples of customer segments: sports enthusiasts, soccer moms, techies, teens, baby boomers, etc.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of gym you operate. Clearly baby boomers would want a different atmosphere, pricing and product options, and would respond to different marketing promotions than teens.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations and income levels of the customers you seek to serve. Because most gyms primarily serve customers living in their same city or town, such demographic information is easy to find on local government websites.

Psychographic profiles explain the wants and needs of your target customers. The more you can understand and define these needs, the better you will do in attracting and retaining your customers.

As you can imaging, customer analysis is extremely important for gyms, because potential gym customers come in all shapes and sizes, but it is impossible for a single gym to meet everyone’s needs. Think about who you want to serve. Are they interested in yoga, pilates, and aerobics? Are they high school, college, or professional athletes? Business executives trying to stay healthy despite a busy schedule? Moms trying to get back in shape after pregnancy? Narrow down your customers’ demographics, assess how they make their buying decisions, and then identify their specific needs.

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