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New Horizons Fitness

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Liveaboard sailors, travelers, digital nomads, and busy professionals looking for a flexible fitness and nutrition program that aligns with their nomadic lifestyle.

Audience Type

  • B2C
  • Primary customer segments: Travelers, Digital Nomads, Busy Professionals

Needs – Primary Buying Considerations

  • Flexibility to train in small spaces
  • Mobile nutritional advice
  • Consistency in maintaining fitness

Demographics

  • Age Range: 25-50
  • Gender: Both
  • Geography: United States
  • Income Level: Middle to high income
  • Profession: Diverse (including sailors, remote workers)

Psychographics

  • Lifestyle: Nomadic, active
  • What they value: Flexibility, Health, and Travel
  • Pain points: Difficult to keep up with fitness regime while traveling
  • Buying Behavior: Prioritize solutions that fit their mobile lifestyle

2. My Message to My Target Audience

Refined Elevator Pitch

  • New Horizons Fitness empowers sailors, digital nomads, and busy professionals with robust and adaptable fitness, nutrition, and wellness services. Our programs prioritize your on-the-go lifestyle, enhancing resilience, whether you're in a city high-rise or aboard a seafaring vessel.

Understanding Their Pain Points

  • Hurdles in maintaining fitness & wellness routines in a mobile lifestyle
  • Struggling to consistently eat healthy while on the move
  • Resilience losing out to demanding, mobile professional roles

Transformation

  • Resilient, robust health that enhances lifestyle
  • Freedom and confidence while maintaining wanderlust life
  • Fitness routines streamlined into nomadic living, leading to improved lifestyle balance

Unique Selling Proposition (USP)

  • Expertise in creating fitness regimes optimal for small spaces
  • Mobile nutrition, providing guidance to eat healthy on-the-go
  • The Horizon Method, a philosophy that values consistent effort over momentary perfection

Brand Values & One-Liners

  • Strength on the move, wellness that keeps pace
  • Resilience is as much of a journey as your adventures
  • Navigate health & wellness with New Horizons

Tone

  • New Horizons Fitness adopts an empowering and resilient voice, stirring a sense of adventure, freedom, and determination in our customers. We aim to encourage their nomadic lifestyle while also ensuring they stay healthy and strong.

Hero Text Idea

  • Flag Text: Shape Your Horizon
  • Main Headline: Wellness That Moves With You.
  • Sub Headline: Be resilient, strong, and unstoppable - no matter where your journey takes you.
  • CTA: Join New Horizons Today.

3. The Media I Will Use to Reach my Target Market

Website

  • Improve SEO with relevant keywords such as 'fit travelers', 'nomad fitness', 'sailing exercise', 'portable fitness'
  • Track conversions such as 'Number of Fitness Challenges Joined', 'Live Sessions Attended', 'Subscription Signups' through Google Analytics
  • Focus on mobile optimization given the highly mobile target audience

Social Media

  • Focus on Instagram (high image content for showcasing exercises) and YouTube (for fitness video tutorials)
  • Post frequency: Daily for Instagram (at least one Story and one post), Weekly for YouTube (one detailed video tutorial)
  • Content types: Exercise Demonstrations, Testimonials, Behind-the-scenes content, Interactive Challenges

Paid Advertising

  • Google Ads for search-based advertising, using keywords identified for SEO
  • Instagram Ads targeting digital nomads, sailors and busy professionals with preferences for travel, fitness and wellness

Content Recommendations

  • Blog posts on topics like 'Eating Healthy on the Go', 'Staying Fit While Sailing', 'Best Exercises for Small Spaces'

Podcasts

  • Start a weekly podcast called 'Wellness on the Waves', featuring tips and interviews with fellow traveling fitness enthusiasts
  • Appear as a guest on related podcasts like 'The Digital Nomad' and 'Sailor's Bar'

Partnerships & Outreach

  • Partner with travel agencies, van lifestyle blogs, boating equipment stores and fitness gear brands to reach a wider audience
  • Reach out to popular nomadic/traveler influencers for collaboration or endorsements

SEO and Content

  • Regularly update blog with SEO-friendly posts on fitness, nutrition, wellness tips for nomadic lifestyle
  • Use long-tail keywords for high-quality organic traffic

Offline and Local Media

  • Organize and participate in fitness-themed events in marinas, travel shows and digital nomad meetups
  • Use direct mail campaigns targeting marina postal addresses

Online Networking

  • Actively participate in sailing, nomadic and fitness-related online forums and social media groups
  • Engage with similar communities on Reddit and Discord

Cold Outreach

  • Use LinkedIn to connect with professionals who have interests in sailing, traveling, or fitness
  • Run cold email campaigns to broaden the customer base
During (Lead)

1. My Lead Capture System

Lead Magnet

  • E-book: 'On-The-Go Fitness: Build Resilience on Road, Sea & Sky'
  • 14-Day Fitness Challenge for Nomads
  • Pre-Travel Health Optimization Checklist

Tripwire Offer

  • Kickoff Consultation: 30-min planning session
  • 7-Day Trial for App access
  • First-Month 50% off Discount on Membership

Welcome Sequence

  • Welcome video and personalized email
  • Preview of upcoming fitness challenges and live sessions for the month
  • A sequence of 3 emails on implementing the Horizon Method effectively

Segmentation

  • By Mode of Transportation: Sailors, Road Travelers, Frequent Flyers
  • By Fitness Goals: Weight loss, Muscle gain, General well-being

Chatbot and Automation

  • Easy 'Sign Up' for the fitness challenge through the chatbot
  • Chatbot to answer FAQ
  • Automated reminders for live sessions

2. My Lead Nurturing System

Marketing CRM

  • Current platform: MailerLite
  • Automation capabilities: Email campaigns, landing pages, pop-ups, and surveys
  • No recommended improvements or replacements at this time

Sales CRM

  • Using the same platform (MailerLite), no separate tool for sales yet
  • Sales tracking is manual at this point
  • Recommended upgrade: Consider integrating a tool like Pipedrive or HubSpot CRM for better sales tracking and handoff in the future

Automated Follow-Ups

  • Post-opt-in emails to introduce the business and offer
  • Abandoned cart emails to remind prospects of their interest
  • Send emails promoting fitness challenges to active subscribers
  • Frequency: immediately after triggering events and then follow-ups as needed based on user response

Newsletter

  • Frequency: Monthly
  • Topics: Fitness challenge round-ups, health tips for travelers, testimonials/spotlights, updates about new programs
  • Segmentation: By Mode of Transportation and Fitness Goals

Retargeting & Ads

  • Google Ads for search retargeting
  • Instagram Ads for social media retargeting, focusing on site visitors who didn't convert

Social Media and Content

  • Post frequency: Daily for Instagram, Weekly for YouTube
  • Content: Workouts for small spaces, on-the-go nutrition tips, traveler features, or challenge updates

Webinars and Events

  • Suggested cadence: Quarterly webinars for Q&A or training demoes, regular participation in targeted offline events

Other Nurture Channels

  • Chatbot for 24/7 Q&A and challenge signup
  • SMS reminders for live sessions or new content

3. Sales Conversion Strategy

Sales Process

  • Introduce a free consultation call to assess fitness goals and personalized plan.
  • Automate email follow-ups for non-converters with MailerLite.
  • Lead qualified from consultation moved to paid subscription model.

Sales Assets

  • Develop a sales script for the consultation to identify needs and propose suited plans.
  • Create FAQ page to anticipate and address objections around price, time investment, and results.

Testimonials and Case Studies

  • Implement a review collection process after the first 30 days of subscription.
  • Highlight testimonials on the homepage, landing pages, and in email marketing.

Conversion Rate Insights

  • Use MailerLite and Google Analytics to track lead conversion rates.
  • Aim to achieve a conversion rate of 5% as an initial benchmark.

Urgency and Offers

  • Implement early-bird discounts for new fitness challenges.
  • Offer limited-time seasonal packages like 'Summer Shape-Up' or 'New Year Reset'.

Guarantees and Risk Reversal

  • Introduce a 30-day satisfaction guarantee to reassure potential clients.

Shock and Awe

  • Send a personalized welcome video to new subscribers.
  • Surprise long-term subscribers with branded merchandise (e.g., resistance bands, t-shirts).
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email with an introductory video and member's guide.
  • All clients receive a starter kit (digitally), including a space-efficient exercise guide.
  • Dedicated onboarding call to discuss fitness goals and lifestyle preferences.

Communication Cadence

  • Weekly email updates including success stories, health tips, and fitness challenges.
  • Monthly "Check-In" calls/texts for personal progress tracking.
  • Subscriber's community forum for support, motivation, and sharing experiences.

Client Education

  • Access to Nutrition-On-The-Go: a digital hub with healthy food ideas for travellers.
  • Regular video tutorials; scaling exercises to fit various small spaces.
  • Webinars on sustaining wellness while living a mobile lifestyle.

Personalized Touches

  • Celebrate member's milestones via public acknowledgments (with consent) in group forums/newsletters.
  • Birthday wishes with a unique motivational message.
  • Personalized gifts for customers reaching significant journey stages (like 1-year membership).

Visuals and Documentation

  • Members submit "before and after" photos to track progress.
  • Monthly progress reports highlighting individual achievements and areas for improvements.
  • Spotlight success stories featuring customer's transformation journeys.

Feedback and Proactive Support

  • Establish a system to gather feedback via quick, easy-to-complete digital surveys.
  • Monthly suggestion box, acknowledging every idea and implementing useful suggestions.
  • 24/7 virtual support desk for queries and troubleshooting.

Guarantee or Promise

  • "Love it or You Don't Pay" policy during the first month, promoting risk-free trials.
  • Commitment to adapting plans to fit the member's evolving travel schedule.

Operational Excellence

  • Promote punctuality by ensuring all live sessions start and end on time.
  • Maintain clean, professional appearance in all video content and virtual calls.
  • Hold consistent communication standards across all platforms.
  • Uphold strict privacy policies to ensure the security of customer data.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer bi-annual and annual subscription plans with attractive discounts
  • Intimate subscribers 30 days before renewal with incentives to renew

Upsells & Cross-Sells

  • Promote add-on services such as personalized workout plans and nutritional guidance
  • Introduce premium memberships offering priority access to new fitness challenges and live sessions

Bundling & Packaging

  • Create tiered packages combining different aspects of the fitness program
  • Provide an all-in-one premium package with all available features and services

Loyalty & Retention Programs

  • Develop a loyalty program that awards points based on subscription duration and activity level
  • Encourage repeat subscriptions with discounts or free access to premium content

Custom Services and Personalization

  • Offer personalized workout and nutrition plans as part of a 'white-glove' premium tier

Pricing Strategy

  • Provide discounts for long-term commitments to increase lifetime value and improve customer retention
  • Introduce a value-based pricing model based on personalization and exclusivity of services

Customer Data and Insights

  • Use CRM to track renewals, upsells, and customer activity
  • Apply data insights to identify upsell opportunities and address churn risks

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Free month of service for referrers when referral signs up.
  • 10% discount for referee on first-month subscription.

Shareable Assets

  • Social media posts with quotes on resilience and adventure.
  • Ready-to-send email template with referee discount code.

Timing and Triggers

  • Prompt for referral after completing first fitness challenge.
  • Automate email with referral details after third live session attended.

Client Success Stories

  • Showcase transformation stories on website/assets weekly.
  • Encourage customers to share their progress tags, #NewHorizonsTransform.

Referral Contests

  • Quarterly 'Refer A Friend' contest with free 6-month subscription prize.

Partner or Affiliate Programs

  • Partnership with travel bloggers/vloggers with tracked referral links.

Thank-You Experience

  • Personalized video thank-you note for referrers making three successful referrals.

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