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Boutique Studios

Goals

To identify as much demographic detail as possible in the functional fitness/boot camp arena in order to gather needed data to inform new brand positioning; excluding sources prior to 2016.

Early Findings

  • Extreme obstacle courses, like Tough Mudder, can be classified as “functional fitness” with its extreme but relevant application to “real-life movements.” Tough Mudder touts its inclusiveness noting that in the parking lot of its events “you’ll see 15-year-old F-150s right next to brand new BMWs.” The CEO of the company also notes that now its clientele is “almost exactly equal male-female now. We have a split that actually looks very similar to the demographics of the United States.”
  • Half of the participants who run Tough Mudder are between 21 and 30, with an average annual income that exceeds $80,000 (ticket prices are $150). Fast Company reported that many participants come from Silicon Valley in California, so ‘tech-types’ may be prevalent. For context, Tough Mudder reports to average 10,000 participants per event.
  • Outlaw FitCamp was voted as the #1 best bootcamp of Denton County, Texas. While the demographics of Denton county do not necessarily transfer to those of the US, overall, a look at them might help to gauge the demographics of members attracted to this style of gym. Of the 138,541 people that live in Denton, Texas:
    • White: 79.34%
    • Black or African American: 9.59%
    • Asian: 4.21%
    • Two or more races: 3.18%
    • Other race: 3.04%
    • Native American: 0.51%
    • Native Hawaiian or Pacific Islander: 0.13%
    • The median income for households in Denton, Texas is $52,164, while the mean household income is $69,994.
    • Less Than 9th Grade: 5.46%
    • 9th to 12th Grade: 5.42%
    • High School Graduate: 19.35%
    • Some College: 23.65%
    • Associates Degree: 8.07%
    • Bachelors Degree: 23.60%
    • Graduate Degree: 14.46%
  • One study on people that participate in extreme obstacle courses (n=79) found that the participants in such courses tended to be “male, European-American and of high socioeconomic status.” (Please note this research was originally published in 2012).

Proposed next steps:

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