Primary Target Market Summary

• Middle-aged women seeking to improve their mobility, strength, and reduce pain through approachable, regular online Pilates sessions.

Audience Type

• B2C

Needs – Primary Buying Considerations

• A flexible, on-demand exercise program that accommodates their busy lifestyles
• Personal support to stay consistent with their Pilates practice
• Desire to see tangible health and wellbeing improvement results

Demographics

• Age Range: 35-55
• Gender: Female
• Geography: United Kingdom
• Income Level: Middle to Upper class
• Profession: Busy professionals, partially remote workers

Psychographics

• Lifestyle: Busy, primarily home-based or semi-remote working style
• What they value: Health, flexibility, personal well-being, consistency in exercise
• Pain Points: Lack of time for regular exercise, physical discomfort or mobility issues, lack of consistent support in maintaining an exercise regimen
• Buying Behavior: Prone to long-term commitment (as evidenced by client experience), value trial periods before full commitment.

Refined Elevator Pitch

• Pilates Guy empowers busy individuals with improved mobility, flexibility, and strength through online Pilates, elevating their wellbeing regardless of life's unexpected challenges.

Understanding Their Pain Points

• The struggle to maintain regular exercise routines amidst a busy schedule.
• Difficulty finding an effective, engaging, and accessible fitness program.
• Navigating physical discomfort and mobility restrictions.

Transformation

• Increased strength, flexibility, and mobility.
• Enhanced wellness and confidence in their body's capabilities.
• Improved ability to commit to a supportive and flexible fitness routine.

Unique Selling Proposition (USP)

• Owned and operated by a sports-focused male instructor who reclaimed his own physical wellbeing through Pilates.
• Tangible demonstration of overcoming personal physical challenges, proving Pilates' effectiveness.
• Inclusive, supportive, and engaging community differentiating Pilates Guy from stereotypical Pilates offerings.

Brand Values & One-Liners

• "Step into flexibility. Challenge the norm."
• "Your strength lies within. Uncover it with Pilates Guy."
• "Feel better, move better - on your terms."

Tone

• Pilates Guy maintains an empowering and supportive tone. We inspire our clients to challenge themselves, embodying strength and resilience while encouraging personal growth and comfort within one's own body.

Hero Text Idea

• Flag Text: "UK’s Leading Online Pilates"
• Main Headline: "Unlock Your Mobility with Pilates Guy"
• Sub Headline: "Ignite your strength and flexibility. Discover a new you with our supportive, uniquely crafted Pilates program."
• CTA: "Start Your Free Trial Today"

Website

• Revamp website user experience to cater primarily to target audience: middle-aged women
• Ensure mobile optimization, as target audience is likely to access the website on their devices
• Track conversions and user behavior using Google Analytics

Social Media

• Regular Instagram and Facebook posts (3x weekly) and engage with audience via comments
• Use Instagram stories for behind-the-scenes and member testimonials
• YouTube channel with teaser Pilates routines and educational content

Paid Advertising

• Primary platforms: Meta, Google
• Start with remarketing campaigns targeting website visitors
• Testimonial-based Facebook and Instagram ads

SEO and Content

• Regularly publish blog posts on Pilates benefits and wellbeing topics
• Focus on long-tail local SEO (e.g. 'online pilates classes UK')

Offline Media

• Organize occasional community events or workshops
• Collaborate with local physiotherapists or pro-women businesses

Podcasts

• Guest appearances on fitness podcasts such as '20 Minute Fitness', 'The Dumbbells'

Directories

• Enlist on fitness directories like FitnessNearYou, Women's Fitness Club

Online Events

• Quarterly webinars on 'Pilates for Wellbeing' topics
• Live Pilates sessions on special days

Online Networking

• Participate in health & fitness forums and Facebook groups such as 'Pilates Anytime'
• Engage in relevant threads on Reddit (r/xxfitness)

Cold Outreach

• Periodic emails to local businesses providing discounts for their female employees