You’ve come up with a great health or fitness item that matches an unmet need in the industry, and you’re ready to start selling it – but you’re still unsure of who to target with your marketing.
Many entrepreneurs within various industries discover they are in this circumstance. They believe they have come up with an amazing item, yet they are unsure of who will be interested in purchasing it. It is essential to target the usual purchasers of health and fitness products.
Finding a target market for your health and fitness products
The worldwide wellness sector was assessed for a value of $4.5 trillion in 2018 and has seen an expansion in size since then. Thus, it is not unexpected that this is such a sought after venue for new and imaginative items.
There is an abundance of innovative possibilities within the realm of health and fitness, including nutritious fare and at-home exercise routines. People are always on the lookout for items that can provide them with better health and enrich their lives, so it is probable that your item will be a great fit for someone.
Take Dr. Mike Varshavski , for example. He is a major player in the online health field, having a strong presence on YouTube reaching a wide variety of people. Varshavski seeks to clarify mistakes frequently made in regards to exercise and nutrition, and attempts to disprove widespread health misconceptions, all in order to better reach the average individual.
Dr. Mike has attained a way of providing his patrons with a valuable experience through his knowledge: coming across as friendly, evidenced-based, and showing regard for them. His channel has over 7 million subscribers.
We will explain the method of discovering the ideal audience to make maximum use of your product and make sure they hear about your business.
Ask the 4 ‘Ws’
Reporters typically ask the questions of “who, what, where, when, and why” in an effort to provide the audience with complete coverage. You’ll do something similar to find your target audience, except you’ll be asking:
- Who do you want your product to serve?
- What is their main problem to solve or desire to fulfill?
- Where do they spend their time online?
- What value can you offer them for free?
Determining the people that are typical purchasers of health and fitness products is the initial stage, and there are several techniques you can use to answer it.
Who does your product serve?
You must identify the people you are aiming for if you are selling a running tracker or a small fitness apparatus. Digital health products and wellbeing gadgets, particularly, are seeing an immense surge in demand at the moment since people search for approaches to remain sound from home.
Customers of health and wellness items may differ significantly more than the conventional notion of a person devoted to the gym. Your fitness application is open to anyone, ranging from yoga teachers to dads who are staying at home and wish to become healthier.
The individuals you are aiming to reach are your target audience – the ones with the greatest potential to benefit from your product and who can recognize it’s value. Figure out who the people are and divide them into individual categories that you can target.
Think about the demographics your ideal audience falls into, including:
- Geographic (where they live)
- Psychographic (shared behaviors and preferences)
- Sociographic (shared societal beliefs)
- Economic (income level)
What is their main problem or desire?
This challenge or issue in someone’s life is commonly known as a “pain point.” It’s the cause of them looking for something like your product.
It’s possible that a person has recently begun running and needs the right running shoe for a novice, or they are weightlifting and want a diet supplement to build muscle. Individuals have requirements they are hoping to satisfy, which can assist you in predicting their conduct.
Some businesses will develop an idealized representation of their normal clientele for health and fitness items to direct their marketing strategies. Personas are essentially imaginary representations of your perfect customer, as well as a history involving them. This history includes the individual’s inspirations and goals, such as hurts or things they would like to have.
Where do they spend their time online?
Once you identify your target audience and their primary problem, you must determine the best way to get in contact with them. The simplest method of accomplishing that is to discover the websites they visit most regularly.
Will the people who you are trying to reach be part of certain Facebook groups? Do they fall within the demographic that utilizes Instagram on a daily basis? Will they visit YouTube to watch videos about health and fitness?
These replies will direct your promotional effort. If you have an ideal customer who is a part of a local running group on Facebook, it may be beneficial to spend money on PPC ads so as to accurately target them.
This also applies to the apps people use. They could be tracking their running progress with Nike’s application, or MyFitnessPal might be recording the caloric intake. Understanding what items your intended interest group presently buys in can aid in figuring out if they are going to require and appreciate your product.
What value can I offer for free?
Providing people with valuable resources without a demand for anything in return is an effective strategy to cultivate trust rapidly. Consider giving your target audience something without cost that can help address their primary issue.
Someone searching for running shoes may want to watch a video on pre-run warmup techniques. For the individual striving to consume nutritiously, perhaps a blog entry with five wholesome morning meal ideas.
You can employ infographics to create concise, beneficial posts on social media outlets that focus on visuals, such as Instagram. Fitness pros and physios have had notable accomplishment on TikTok by publishing snippets of videos that showcase their exercises or stretching routines, which are simple to perform.
Cori Lefkowith, master of Redefining Strength, is an accomplished personal trainer. She uploads tailored workout routines to her YouTube channel offering beneficial content free of charge. If they are keen on progressing, she offers a personalized online mentorship program on her website.
Identify what sector you are in and find ways to give back to it. Ideally, the content you make will be:
- Short and easy to follow
- Easy to apply quickly
- Provide a measurable outcome
BONUS: General Strategy for Your Fitness App Development
When it comes to creating a health and fitness app, there are numerous methods that can be utilized.
This could be a benefit for people utilizing real-time content or even a program similar to Netflix which provides a collection of pre-recorded workouts. A different solution to ponder is a Web App intended for internal use by your team to coordinate classes, assemble & spread content and track money and costs. Picking the right strategy is half of your success. No matter which option appears to be the best fit for your business, the procedure for the strategy remains more or less the same. These will be:
What abilities and abilities, that you can bring to the production of the fitness app, do you already possess?
It can include various items, e.g. money, hours, instruments, existing methods and programs used to produce and distribute online material, advisors accessible, and perhaps even material you may already have, etc.
What are your aspirations by developing a fitness app?
This will aid you in selecting the kind and characteristics of your upcoming application. In this way, you will be able to gain a better understanding of what the Development Team should consist of, as well as a potential financial allocation for the project. After considering your goals and the resources available, what type of material would you like to give to your members?
Generally, there are four varieties of digital fitness material available. You could concentrate on one of them or combine a couple to create a better experience. These can include:
- Online pre-recorded workouts.
- Live streaming classes.
- Audio coaching.
- Text lists of exercises.
Which platform do you plan to use for delivering the content to your members?
Do you need to create an application for a phone or for the internet? Android and iOS, or just for a single platform? Alternatively, is there an existing website that you would like to shift into a mobile application?
You don’t need to create apps for all operating systems at once; rather, it’s better to increase your coverage gradually. (Image by Andrej Roman)
If you don’t possess enough means to create such an application from the beginning, consider other potential solutions you can access presently: examples being virtual lessons done by means of Zoom or Skype, or sharing uploaded physical exercise routines through a WhatsApp communicative group.
How can I get assistance with constructing my fitness application?
Locate the final piece of the puzzle – a dependable technological collaborator. Take into account the experience and skill of the fitness app development team when you make a hire. For instance, we have already created some health and exercise programs, so, if approached with a similar request, we can demonstrate our capability.
Do it!
You now possess all the components for a prosperous fitness software platform: the concept of your material, the aim, the system to remain linked with your subscribers, and the fitness app specialists to make everything happen. So go for it!
Let’s go over the various sorts of fitness applications so we can give you some pointers and assist you in selecting the ideal choice for your business requirements!
6 Main Types of Fitness Apps
In this segment of our manual, we have some ideas to exhibit on what your physical fitness app could be like.
Generally, fitness apps can be classified into categories based on what they offer (e.g. pre-recorded videos, audio, live content) and which particular area of fitness they specialize in (e.g. yoga, fitness, mindfulness, nutrition, etc.). Thus, your app idea will likely fall under one of the following types:
- Apps for health clubs, gyms, and yoga studios.
- ERPs and Management Software for your offline fitness business.
- Apps that mainly focus on virtual content — whether these are fitness apps like Fitbit or yoga apps like Asana Rebel.
- Fitness streaming applications like Peloton.
- Diet & nutrition applications.
- Mindfulness applications — meditation, mindful yoga, or fitness audio guides.
We are fortunate to have comprehensive instructions for all the mentioned categories. By looking at the links below, you can get more information, and at the same time, we want to emphasize some important points.
Fitness Apps for Gyms, Yoga Studios, and Health Clubs
Fortunately, we have extensive instructions for all of the different types mentioned. You can find the relevant information by clicking the links below. Meanwhile, we want to draw your attention to some of the main points.
Thus, the owners of gyms, yoga studios, and fitness centers usually focus on the implementation of the following basic features in their workout apps:
Sign Up
It is necessary to recognize customers and form stronger associations with them by providing tailored materials and deals. It’s an effective technique to prevent access to your application except to members of your club.
Scheduling
A convenient approach for your participants to register for a class, group, individual training, and so on. This is probably the easiest and most stress-free method as it only requires a few steps.
Online Workouts
This feature can take many different forms: it may include ready-made exercise/yoga tutorials, live teaching with trainers or even photographs or animations that illustrate the right posture for yoga.
This feature can also be used as a way to generate revenue. For instance, you might provide digital versions of your exercises to people not able to or unwilling to go to your facility, but still desiring to use your material.
Digital Check-In
The function acquired additional importance due to the outbreak of the COVID-19 virus. By using the app, customers can easily sign in, eliminating the need for face-to-face communication. Users will need to verify their location and presence in the app, then prove it from a distance to the front desk staff at the studio.
Studio Location & Details
This feature can assist users in identifying nearby areas with your clubs, in addition to making communication with them less complex. Managing the essentials like looking at the trainers and courses, obtaining a membership, arranging a class session or private training, and so on, can be much more simplified.
Chat
This feature became significantly more relevant during the lockdowns. Members are able to communicate with their coaches through direct messaging in order to ask questions about particular exercises or to show videos of their technique while exercising in places other than the studio (for example, at home or in a park).
Push Notifications
In conclusion, we recommend employing push notifications as a strategy to retain customers, send them notifications, and maintain communication even when they are not utilizing the app.
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