Figuring Out Buyer Behavior - 12A

1) The gym will target millennials ages 20-40 years of age that live in the central Florida area who want to make working out part of their daily routine. This age group will do well with the reward system and find it useful.

2) I interviewed three individuals ages 30-35 who do not currently go to a gym regularly but would like to include it in their everyday routine.


3) All three people said that they're lack of energy and motivation were the culprit of them not exercising. One of the people, who is female age 31, lives across the street from the gym but is too lazy to get off the couch. She is aware that her laziness is standing in the way of her becoming happier and healthier. Another person I interviewed, male age 35, says that he tried going to the gym after work but finds his energy levels to be too low in the evenings. Perhaps going before work would better suit him, but that he hasn't found the motivated to go at 6am, even though he naturally is up at that time. The last person, female age 32, has two kids and is married, and feels guilty going to the gym instead of preparing their family dinner. All three individuals are aware of their need to go to the gym and have the desire to do so, but they lack the proper incentive to get up and actually go. My gym would be great for all three of them.

4) Most of the people I interviewed knew precisely what they needed to do after they told me their reasoning on not going to the gym. The mom that worried about making her family dinner said that she could probably start to prep that same morning that way, the food would be quicker to prepare or just have her husband cook. The guy that was too tired to workout in the evenings suggested that maybe working out in the mornings would result in him going to the gym. They all realized that these excuses for not going to the gym were just that... excuses. You can tell they all want to make a change but just need the right tools and motivation to make it happen.

5) All three people who I interviewed found my gym concept exciting and innovative and would want to join. I realized that people want to feel good about themselves because, in return, that makes them a better friend, spouse, and person.

6) The awareness is there from all three individuals, as well as the previous people I interviewed in the other assignment. They all are needing a gym concept like mine, and I know they would all do well. By achieving their goals, they will spread the idea to their family and friends, and that will give them accountability and people who could join them as well in their fitness journey.