The document summarizes a market research report conducted by a group of fitness enthusiasts in the San Francisco Bay Area. The research aimed to understand the target fitness market in the area and determine if there was a need for a website that aggregates fitness information, events, and meetups. Primary research involved an online survey of 1000 people in the target market. Key findings included that the target market was interested in joining others for local fitness activities but had difficulties coordinating schedules. Most used classes and meetups for fitness currently and were open to having a fitness buddy or using a website to coordinate workouts. However, they were not interested in online forums and preferred getting information from trusted sources like gym instructors. Over half said they would join and

1. Fitopia
Market
Research
Report
Akanksha
Jain
|
Julianne
Vaughn
|
Jennifer
Major
|
Isabel
Mengs
|
Tannis
Peterson

2. Agenda
Findings, Conclusions and
Recommendations
Interpretation of Data &
Findings
4 1
3 2
Background,
Key Objectives & Secondary
Research
Target Market, Sample Plan &
Survey Design

3. Background,
Key Objectives & Secondary
Research

4. Background
We
are
a
group
of
fitness
enthusiasts
in
San
Francisco
and
Bay
Area
who
regularly
engage
in
fitness
ac:vi:es.
We
are
also
ac:ve
users
of
online
and
mobile
technology
to
support
our
fitness
goals.

5. Concept
Is
there
a
need
for
an
online
community
website
that
integrates
all
the
resources
in
which
fitness
enthusiasts
are
interested
into
one
online
resource?
Meet
ups
Blog
and
Forum
Fitness
Events
Fitness
Informa:on
&
Resources

6. Key Objectives:
Understand
and
fine
tune
our
target
market
Determine
the
services
most
important
to
our
target
market
Determine
if
there
is
a
need
for
a
fitness
website
that
integrates
fitness
resources

7. Key Questions:
1
What
are
our
target
customer’s
current
2 fitness
resources?
(30%)
What
are
the
behaviors
of
our
target
market?
(50%)
3
Would
a
website
that
aggregates
fitness
informaNon,
events
and
meet-­‐ups
be
something
they
would
parNcipate
in?
(20%)

8. Methodology / Alternatives
Secondary
Research:
PublicaNons
|
Industry
data
|
Online
resources
Primary
Research:
QualitaNve
and
quanNtaNve
online
survey

9. Secondary Research
Key
focus
of
research:
1
Demographics
of
our
target
market
2
ExisNng
local
fitness
web
sites
How
many
people
access/profiles?
Have
they
built
a
community?

10. Key Questions for
Secondary Research
What data is there on our Target market?
What are the existing local fitness web
sites?
o How many people access/profiles
o Have they built a community

11. Secondary Research
Why
the
Bay
Area
for
a
Target
Market?
• 44.50%
Work
in
Management,
professional
and
related
• Median
household
income
is
$75,989
With
affluent
pockets
such
as
Palo
Alto
($122,532)
and
Half
Moon
Bay
($96,208)
• 65.5%
are
between
the
age
of
18
to
64
(4,682,837 ppl)
• San
Francisco
ranked
as
the
4th
fidest
city
in
the
US
in
the
2012
American
Fitness
Index!

12. Secondary Research
What
are
the
most
popular
fitness
web
sites
currently
used?
Meetup.com:
10
million
people
signed
up,
95
000
local
meetup
groups
Provides
informaNon
and
inspiraNon
to
take
your
fitness
to
the
next
level
Local
Bay
Area
Fitness
and
Health
Events
InformaNon
to
live
a
healthy
and
acNve
life:
123
000
members
with
over
365
000
posts

13. Primary Research
Online
survey
to
determine
audience,
interest
&
if
there's
a
gap,
what
is
it?
3
Main
Goals:
1.
Define
our
Target
Market
2.
Iden:fy
Fitness
Needs
and
Interests
3.
Determine
interest
in
an
online
community

14. Target Market
Sample Plan & Survey Design

15. Sample Population
Age
25
-­‐
55
Professional
(mid
to
high
income)
Survey
was
open
for
30
days
through
the
month
of
March
(spring)
Ini:al
survey
sent
out
to
1000
par:cipants
in
the
San
Francisco
Bay
Area.
Survey
was
also
sent
out
to
email
lists
for
local
athle:c
stores,
yoga
studios,
gyms,
community
centres
and
personal
trainers.

16. Survey Design
FUNNEL #1
FUNNEL #2

17. Survey Design
FUNNEL #2
FUNNEL #3

18. Survey Design

19. Interpretation of Data/Findings

20. Target Market Behaviors
Interest
in
joining
other
people
for
local
fitness
acNviNes:
Open
to
the
idea
because
it
o Keeps
you
inspired
and
mo:vated
o Is
a
lot
of
fun
*Drawback:
difficult
for
people
to
find
common
Qme
schedules
Finding
aTer
Research:
Add
another
component
to
the
website
-­‐
an
app
that
allows
sharing
of
work-­‐out
schedules.

21. Target Market Behaviors
Current
Fitness
Communi:es:
Classes,
Personal
training,
and
Meetups
Online
Communi:es
•
•
Current
Engagement
Level:

22. Target Market Behaviors
Opinion
on
having
a
Fitness
Buddy:
63%
think
that
it
would
be
a
great
idea
to
have
a
fitness
buddy
Reasons:
o Workouts
would
be
more
fun
o Buddy
will
keep
them
mo:vated
o Great
for
outdoor
ac:vi:es

23. Target Market Behaviors
Online
Resources
and
Engagement:
Only
11%
people
say
that
they
would
engage
in
conversaNons/
dialogues
online.
*Prefer
to
get
informaQon
from
trusted
sources
such
as
gym
instructors,
personal
trainers,
and
friends.
Findings
from
Research:
Exclude
Forums
component
from
website,
because
it
is
not
of
much
interest
to
people.

24. Target Market Behaviors
Opinion
on
CreaNng
a
Profile
and
Engaging
on
the
Website:
58%
people
said
that
they
would
join
such
a
website,
and
of
these,
81%
said
that
they
would
create
a
profile
on
our
website.
*Indicates
that
they
would
not
only
visit
but
also
engage
with
the
website.
55%
people
said
that
they
would
love
to
meetup
with
people
who
share
similar
fitness
goals
and
acNviNes.

25. Target Market
Proposed:
Age:
25-­‐40
Gender:
Male
and
Female
Income:
Middle
&
High
Income
Group
Fitness
level:
Medium
to
High
Findings
amer
Research:
People
aged
41-­‐60
spend
3-­‐5
hours
per
week
in
fitness
acNviNes
This
is
a
larger
market
than
we
had
anNcipated

26. Target Market Behaviors
The top resources participants indicated they used
for searching fitness information:
1&2
Classes & Gyms
Mobile Apps
3&4
Online Publications
Print Publications
5&6
Personal Trainers
Events & Meet-ups

27. Findings, Conclusions &
Recommendations

28. The Story
How
omen
do
you
search
for
fitness
informaNon
online?
Key Finding #1:
As
predicted,
there
are
a
significant
number
of
people
who
look
for
fitness
informaQon
online
on
a
regular
basis.

29. The Story
Would
you
like
to
see
a
website
that
included
all
your
fitness
resources
in
one
place?
Key Finding #2:
As
predicted,
there
are
a
significant
number
of
people
who
would
like
a
website
that
consolidated
important
fitness
informaQon
in
one
place.

30. The Story
If
this
website
existed,
what
resources
would
you
like
to
see
included?
Including:
gyms,
classes,
clubs,
farmers
markets,
local
produce,
health
services
and
sports
events
Key Finding #3:
The
two
most
desired
resources
for
the
site
would
be
informaQon
about
local
events
and
services
and
the
ability
to
search
and
'meet-­‐
up'
with
other
people
for
fitness
acQviQes.

31. Recommendations
Follow
up
research
is
required
to
beder
understand
the
age
41-­‐60
market
who
are
frequently
parNcipate
in
fitness
acNviNes.
Segment
target
market
in
two
groups:
(1)
Interested
in
outdoor
sports
and
acNviNes
(2)
Interested
in
working
out
at
the
gym
/
weight
training

32. Recommendations - cont'd
Add
an
app
that
allows
to
schedule
sharing
and
comparing
people
with
the
same
schedule.
Exclude
Forums
component
from
website.
Data
did
not
report
high
interest
level.

33. Conclusions
Our
Research
suggests
that:
People
do
search
for
informaQon
online,
and
also
look
for
offline
informaQon
sources
such
as
gyms,
classes,
personal
trainers,
and
friends.
Resources
most
sought
amer
by
our
target
market:
Local
Events
Meet-­‐ups
Blogs
from
trusted
sources
such
as
gym
instructors
Shared
Work-­‐out
Scheduler

34. Conclusions
1
2
There are a significant number of people who
would like a website that consolidated
important fitness information in one place.
They would not only use but also engage with
such an integrated website.

35. Our
Research
Project
has
successfully
shown
that
there
is
room
in
the
market
for
FITOPIA
to
become
a
popular
local
fitness
website

36. Appendices
Survey Link: http://www.instant.ly/s/FgF7s