Target Audience

Demographics

• According to the founder and CEO of F45, the brand targets professionals between the ages of 25-40 years. Therefore, they are targeting millennials and Generation X.
• F45 has mostly female clients as 65% of its client base consists of women.
• In 2018, F45 also commenced targeting college students, because "statistics show that college is a time when people start to really form their self-care habits."

Psychographics

• F45's clients care about how they look but do not want to be professional athletes. They are concerned with their health and fitness.
•  This article provides insight into what Generation X and millennials want in their workout. Some highlights are provided below.
• Generation X wants their workout to have fun elements to it. Their workout should have variety mixed with technical execution.
• Millennials focus on strength rather than cardio. While health is important, they struggle to incorporate fitness into their daily routine. This age group seeks a like-minded community where they can have "fast, social workouts."
• F45 has targeted millennials by providing short classes with a lot of variety.

Summary of Findings

• During the initial hour of research, we focused on determining the target audience for the F45 franchise. The consumer journey was not researched.
• Information was found on F45's target audience as well as psychographic information on the diverse generations and what they seek in a fitness club.