Market Segmentation Examples for Fitness Centers

Examples of Market Segmentation for Gyms: Demographic, Lifestyle, and Benefit Approaches

Market segmentation helps gyms understand the diverse needs of their members and tailor their services accordingly. By dividing the market into smaller, well-defined groups, gyms can align their offerings, facilities, and marketing strategies with specific consumer preferences.

This article explores three segmentation approaches for gyms: demographic segmentation, which focuses on traits like age and income; lifestyle segmentation, highlighting how fitness fits into daily routines; and benefit segmentation, identifying the key advantages members seek. These examples show how segmentation supports targeted marketing and enhances the gym experience for diverse audiences.

Market Segmentation Example for Fitness Centers Using Benefit Segmentation

In this example of market segmentation for fitness centers the overall market is segmented into benefit segments. As implied by the word “fitness” there is a generalization that consumers visit a fitness center to get fit. However, this would be a simplification of the various consumer segments and their needs.

Like any approach to market segmentation, the key goal is to cluster consumers together with their related needs in order to allow the organization to tailor an appropriate marketing mix. In this segmentation example for fitness centers, six different market segments have been constructed, as follows:

Making friends
Losing it
Taking shape
Peak performers
Health requirements
Sports focus

Making friends

Let’s start this market segmentation example by looking at a group of consumers who are less interested in the fitness benefits provided by a gym. In this case, the “making friends” market segment sees fitness centers as an opportunity to mix with people with similar goals and lifestyles and to make new friends.

These consumers are probably moderately fit and enjoy some of the fitness activities, but their prime motivation is to fulfill their social needs.

Fitness centers are able to attract and retain this consumer segment by having a defined target market (so that all gym members tend to have something in common), have a variety of exercise classes that are fun and energetic, and providing some space in the facility for mixing with other people – perhaps with a small refreshment bar/shop.

Key Characteristics:

Moderately fit individuals who enjoy group activities.
Motivated by the opportunity to socialize and be part of a community.
Prefer energetic and fun exercise classes.

Marketing Implications:

Offer a variety of group classes, such as Zumba, dance, or yoga, that encourage interaction.
Provide communal spaces like refreshment bars or lounges for socializing.
Use messaging that emphasizes community, connection, and shared goals.

Losing it

The next market segment is “losing it”, which refers to the goal of losing weight. It is quite common for some gyms and fitness centers to specialize in weight loss programs and overweight people perceive that regular exercise is important for them to participate in.

The best marketing approach to this market segment is to be very welcoming of these consumers and to have established programs in place to meet their needs. This is because this segment has some fear of attending a fitness center, particularly where most other customers already fit and muscular.

In other words, it is an emotional support and reassurance and motivation, delivered by the fitness center staff, which is primarily the key to success with this market segment. This market segment is also a prime candidate to utilize a personal trainer.

Key Characteristics:

May be overweight or new to exercise, with self-consciousness about gym settings.
Prefer structured weight loss programs and personal training.
Value a welcoming and supportive atmosphere.

Marketing Implications:

Create weight-loss-specific programs with achievable milestones.
Train staff to provide encouragement and emotional support.
Use marketing messages that highlight inclusivity and beginner-friendly environments.

Taking shape

The “taking shape” market segment consists of consumers who are primarily interested in improving the look of their body, perhaps through bodybuilding and weight training, as well, as forms of body sculpture.

Typically this segment is comprised of a younger demographic, but has an equal mix of males and females.

This market segment is interested in both the facilities offered – in terms of weight training equipment – and suitable exercise classes that support their goals.

Key Characteristics:

Younger demographic with a mix of males and females.
Focus on strength training equipment and advanced exercise techniques.
Interested in facilities that support targeted fitness goals.

Marketing Implications:

Invest in high-quality weight training equipment and body sculpting tools.
Offer advanced fitness classes, such as HIIT or body sculpting sessions.
Promote testimonials or success stories of individuals who achieved visible transformations.

Peak performers

Consumers in the “peak performers” segment are highly disciplined and self-motivated individuals when it comes to their health and fitness. They are highly focused upon achieving their personal best, in terms of running times, endurance, weight lifting, bodybuilding and so on.

A downside of this market segment is sometimes they liked to “own” the gym and may dominate certain pieces of equipment and may slightly intimidate other customers as a result.

These consumers are attracted by flexible opening hours and a broad choice of equipment and facilities. They will tend to be longer term customers of fitness centers, although not always loyal to one outlet.

Key Characteristics:

Often experienced gym users focused on specific goals.
Seek flexible hours, diverse equipment, and advanced facilities.
Tend to dominate gym equipment and may intimidate other users.

Marketing Implications:

Provide a wide range of specialized equipment and functional fitness areas.
Ensure availability of resources during peak times to minimize equipment bottlenecks.
Highlight the gym’s role in supporting elite performance and achieving milestones.

Health requirements

Consumers in this particular market segment attend a fitness center because they are trying to improve their health, strength, or because of “doctor’s orders”. They typically do not overly enjoy exercise programs, perhaps seeing it as a chore.

These consumers can benefit from personal trainers and relationships with fitness center staff, which should increase their level of attendance. Unfortunately, due to a lack of enjoyment or underlying motivation, many of these customers tend to be infrequent visitors or short-term clients.

Key Characteristics:

Often see exercise as a chore rather than an enjoyable activity.
Require guidance from staff or personal trainers to stay motivated.
Tend to be infrequent visitors and may not renew memberships.

Marketing Implications:

Partner with healthcare providers to create referral programs.
Offer personalized training sessions and low-impact exercise options.
Use messaging that emphasizes health improvement and gentle, supportive environments.

Sports focus

The last market segment in this example are those consumers who are heavily involved in sport, perhaps at competitive level, and use a fitness center to help improve their strength and general fitness in order to participate in their chosen sport.

They are generally quite motivated and are looking for exercise classes and equipment which are supportive of their particular sporting requirements.

Key Characteristics:

Highly motivated individuals with specific training needs.
Look for sport-specific equipment, classes, or training programs.
Focused on improving strength, endurance, or agility.

Marketing Implications:

Provide equipment and training programs tailored to specific sports.
Offer partnerships with local sports clubs or teams to attract this segment.
Use advertising that highlights sports performance and athletic achievement.

Conclusion

Benefit segmentation reveals the diverse motivations and goals of fitness center customers, from social connections and weight loss to peak performance and sports training. By understanding these distinct segments, fitness centers can offer targeted services, equipment, and marketing messages that resonate with their audience. This tailored approach not only enhances customer satisfaction but also builds stronger loyalty and engagement in a competitive market.

Market Segmentation Example for Gyms Using Lifestyle Segmentation

Lifestyle segmentation categorizes gym-goers based on their daily routines, hobbies, and values. This approach explores how fitness fits into their broader lives, focusing on motivations, preferences, and behaviors that influence their gym use.

Here are six lifestyle-based segments for gyms:

1. The Busy Professional

Overview:
Busy Professionals include individuals with demanding schedules who prioritize quick and efficient workouts to maintain their health.

Key Characteristics:

Time-poor and need flexible scheduling options.
Prefer gyms with fast access, express workouts, or 24/7 availability.
Value equipment that delivers maximum results in minimal time, such as high-intensity training tools.

Marketing Implications:

Highlight express classes and 24/7 gym access in promotions.
Offer mobile apps for quick check-ins, booking classes, or tracking progress.
Position the gym as a stress-relieving escape for busy schedules.

2. Wellness Seekers

Overview:
This segment views the gym as part of a broader wellness lifestyle, incorporating fitness with mindfulness and self-care.

Key Characteristics:

Interested in holistic health, including yoga, meditation, and nutrition.
Prefer calm, inviting environments with a focus on overall well-being.
Attracted to classes or programs that combine fitness with relaxation, such as yoga-pilates hybrids.

Marketing Implications:

Promote holistic offerings like yoga, meditation, or nutrition workshops.
Create peaceful, spa-like facilities with natural lighting and soothing decor.
Use messaging that emphasizes mental and physical balance, not just physical fitness.

3. The Social Butterfly

Overview:
Social Butterflies see the gym as a social hub, a place to interact with like-minded individuals and enjoy group activities.

Key Characteristics:

Prefer group fitness classes or activities that foster a sense of community.
Value gyms with communal spaces, events, and social opportunities.
Likely to recommend the gym to friends and participate in referral programs.

Marketing Implications:

Organize social events like fitness challenges, open days, or themed classes.
Promote group classes like Zumba, spin, or boot camps.
Create referral incentives to encourage members to bring friends.

4. Budget-Conscious Gym-Goers

Overview:
This segment seeks affordable fitness options and focuses on value for money.

Key Characteristics:

Likely to choose no-frills gyms with essential equipment and lower membership fees.
Less interested in premium services like personal training or spa facilities.
Often attracted to promotional offers and discounts.

Marketing Implications:

Offer flexible membership plans, including pay-as-you-go options.
Focus on value-driven messaging, such as “everything you need, nothing you don’t.”
Promote special deals, discounts, or off-peak memberships.

5. Fitness Enthusiasts

Overview:
Fitness Enthusiasts are passionate about exercise and see the gym as a key part of their identity and routine.

Key Characteristics:

Highly motivated and frequent gym-goers.
Interested in advanced equipment, challenging classes, and personal training.
Seek opportunities to set and achieve fitness goals, such as competitions or challenges.

Marketing Implications:

Offer advanced fitness equipment and specialized training programs.
Use goal-oriented messaging, emphasizing achievements and personal growth.
Create leaderboards, progress trackers, or competitions to keep them engaged.

6. The Casual Exerciser

Overview:
Casual Exercisers visit the gym sporadically and view it as one of many options for staying active.

Key Characteristics:

Use the gym irregularly, often during seasonal spikes like New Year’s or summer.
Prefer flexibility and convenience without long-term commitments.
Less motivated by fitness goals and more by general health maintenance.

Marketing Implications:

Offer flexible, short-term memberships or class passes.
Use seasonal campaigns, such as “get ready for summer” promotions.
Highlight the ease of joining and quitting without commitment.

Conclusion

Lifestyle segmentation for gyms highlights the diverse ways fitness fits into consumers’ broader routines. From busy professionals seeking efficiency to social butterflies prioritizing community, each segment requires a tailored approach. By aligning services and messaging with these lifestyles, gyms can create stronger connections with their members, improve satisfaction, and grow their customer base.

Market Segmentation Example for Gyms Using Demographic Segmentation

Demographic segmentation divides gym-goers based on measurable traits like age, gender, income, education, and family status. This approach provides a clear understanding of how different demographic groups engage with fitness and helps tailor offerings and marketing to specific needs.

Here are six demographic-based segments for gyms:

1. Young Adults (Aged 18–25)

Overview:
Young Adults are typically students, early-career professionals, or recent graduates who are motivated by fitness trends and social influence.

Key Characteristics:

Value trendy workouts and social interaction.
More likely to experiment with classes like dance fitness, boxing, or CrossFit.
Budget-conscious and responsive to student discounts or promotional offers.

Marketing Implications:

Offer student discounts and flexible payment plans.
Promote trendy classes and events targeting younger audiences.
Use social media and influencer partnerships to reach this group.

2. Middle-Aged Professionals (Aged 30–45)

Overview:
This segment includes busy working professionals balancing fitness with demanding careers and family commitments.

Key Characteristics:

Focus on convenience, such as proximity to work or home, and flexible hours.
Seek quick, effective workouts like high-intensity interval training (HIIT).
Interested in stress-relief options like yoga or mindfulness classes.

Marketing Implications:

Highlight flexible hours, express classes, and on-site childcare options.
Offer corporate memberships or group discounts for businesses.
Use messaging that emphasizes fitness as a way to de-stress and stay energized.

3. Parents and Families

Overview:
This segment focuses on family-friendly facilities and programs that cater to parents and their children.

Key Characteristics:

Look for gyms offering childcare services, kids’ programs, or family fitness classes.
Value affordability and convenience for the whole family.
Prefer clean, safe, and welcoming environments.

Marketing Implications:

Promote family memberships or kids’ fitness programs.
Emphasize amenities like daycare, play areas, and family-focused classes.
Run campaigns targeting parents with messages like “Fitness for the Whole Family.”

4. Seniors (Aged 60+)

Overview:
Seniors prioritize fitness for health maintenance, mobility, and social interaction.

Key Characteristics:

Interested in low-impact workouts like swimming, yoga, or light strength training.
Often seek expert guidance for safe and effective exercises.
Appreciate programs that foster community and socializing.

Marketing Implications:

Offer specialized classes like aqua aerobics or chair yoga.
Promote one-on-one sessions with experienced trainers.
Use traditional advertising channels like newspapers or local events.

5. High-Income Professionals

Overview:
This segment includes individuals willing to pay a premium for exclusive facilities and personalized experiences.

Key Characteristics:

Attracted to luxury gyms with high-end equipment, spa services, and personal trainers.
Value exclusivity, privacy, and high-quality amenities.
Less price-sensitive but expect exceptional service and convenience.

Marketing Implications:

Promote premium services like personal training, wellness coaching, and spa facilities.
Use upscale branding and messaging to appeal to this group.
Offer VIP memberships or exclusive access to certain facilities.

6. Budget-Conscious Gym-Goers

Overview:
This group seeks affordable fitness options, often focusing on essential services without the extras.

Key Characteristics:

Likely to join no-frills gyms offering basic equipment and facilities.
Responsive to promotions, discounts, or pay-as-you-go memberships.
Less interested in additional services like personal training or group classes.

Marketing Implications:

Highlight affordability and value-driven offerings.
Offer flexible membership options, such as no contracts or low-cost plans.
Use messaging that focuses on the essentials: “Everything You Need, Nothing You Don’t.”

Conclusion

Demographic segmentation offers gyms clear insights into how age, income, and family status shape fitness preferences. From young adults drawn to social classes to seniors prioritizing mobility and wellness, this approach allows gyms to tailor their services and marketing to specific groups. This segmentation ensures that facilities meet diverse needs and attract a wide range of members.