Fitness Businesses and the Segmentation Approach

Because it is January at the gym, breaking down the different focuses by fitness companies is top-of-mind. While there are many independent gyms that are successful in local communities around the country, larger chains or franchises all have a specific fitness market segment that they focus on.

The Curves gym company has been quite successful by catering their gyms and workouts to women who normally have more weight to lose than the average gym population. The company's goal is to provide women a comfortable and supportive environment in which they can workout. There are no weight machines used by people to build muscle, instead women workout using hydraulic resistance and sustained cardiovascular movement (normally walking in place). Also, most Curves workouts are structured around a 30-minute time frame which allows women to workout without making a large time commitment. The company says their unofficial motto is "no makeup, no men and no mirrors." This sums up their segment focus pretty well.

In stark contract to Curves, gyms like 24 Hour Fitness, offer a more traditional gym format with treadmills, weight machines and personal trainers available on site. In particular, 24 Hour Fitness caters to a gym going crowd that needs the flexibility offered by a facility that is open at all times of day. They often have minimal decor and few extra perks which allows the company to charge lower membership fees than other high-end fitness clubs. As 24 Hour Fitness does not provide a focus on women, these type of gyms see a predominantly male client base.

Luxury gyms like Lifetime Fitness provide many more amenities at a higher price point. The local Lifetime Fitness here includes a daycare center, cafe, salon, spa as well as other gym amenities. This gym focuses on more of a family atmosphere with children swimming lessons, summer and winter break camps, children tennis lessons and breakfast with Santa events. Each parent can drop off their kids at the daycare for up to 2 hours per day while they work out. The gym also offers a wide array of classes including yoga, pilates, spinning and mixed martial arts. The addition of televisions to all cardio machines also adds to the enhanced offerings of this gym. Lifetime describes themselves as a lifestyle company instead of a pure gym. These extra offerings come with an increased price and also evens out the split of men and women in the gym.

CrossFit gyms are completely different from all of the other types I have discussed. CrossFit is a fitness program that is used by many military and paramilitary personnel. These gyms have minimal cardio machines and use a varied series of pushing, pulling, squating, lifting and running to achieve fitness in a broad way. There is a CrossFit gym steps from my office which is little more than a huge garage with a wide variety of ropes, tires, free weights and other non-traditional elements that vary muscle interaction on a daily basis. People who choose to participate in CrossFit gyms like very high intensity workouts with a no-frills atmosphere. CrossFit is known for building incredible strength and bulk along with fitness. Most CrossFitters are men.