Wonder

Boutique Studios: Functional Fitness/Bootcamps

Delivered September 24, 2019. Contributor: Heather B.

Goals

To identify the demographics, psychographics, and trends of the functional fitness/bootcamp fitness space to inform new market positioning and identity for a brand.

Early Findings

We gathered background research on the functional fitness/bootcamp space, and we gained insights on demographics, psychographics, and trends. Here are some key pieces of information we found: 
DemographicsFunctional fitness bootcamps attract the Baby Boom generation who are currently age 55-73 years old.
Bootcamp style fitness attracts men who like the "military, non-dancey style of training that a boot camp provides.”
PsychographicsFunctional fitness bootcamps are not medically recommended for those who have an inactive lifestyle.
Participants in functional fitness bootcamps are encouraged to have and share an intense attitude towards achieving fitness results.
TrendsSeveral health and exercise professionals agree that functional fitness training is a current fitness trend for 2019 that will continue to grow.
Functional fitness bootcamps like Barry's bootcamp have created a current fitness trend in 2019 of repopularizing treadmill equipment.

Proposed next steps:

You need to be the project owner to select a next step.

Deep dive into the demographics of participants in the functional fitness/boot camp space.

Complete a full psychographic profile for participants in the functional fitness/boot camp space to include: attitudes, lifestyles, values, opinions, and interests.

In our initial research, we found that there are quite a few trends on the functional fitness/ boot camp space. Therefore, we recommend further research to identify 5-7 additional trends.