In order for your marketing to be effective, you've got to market to the right people—you have to define your avatar. And a great way to do that is to start with data: Who's actually coming into gyms these days?

Nathan Holiday, founder of Level Method, has the numbers. Here, he and Two-Brain Business founder Chris Cooper discuss who's interested in trying fitness programs like CrossFit (and who's not) and how to use that information to build the most effective marketing, onboarding, and delivery systems targeted to that audience.

Links:

Level Method
Gym Owners United

Timeline:

1:00 – What the data tell us about who’s coming to the gym.

4:25 – What two-thirds of people coming into your gym look like.

9:49 – Business implications: onboarding.

12:57 – Business implications: avatars.

16:23 – Business implications: marketing.

19:44 – Direct marketing with Level Method.