10 QUESTIONS

TO DEFINE YOUR BEST PROSPECTIVE CLIENT

Great fitness marketing starts with clarity around WHO your best prospective client is. The better you
know WHO they are, WHERE they live, and WHY they buy… the more effectively you can
communicate with your target market (and attract them to your business!).

AMBER
“ WILLIAM
“ EMMA “
“SUPERMOM
JOHNSON
“BUSY CEO
MORROW
“ CHALLENGE YOURSELF
SWIFT

35-year-old stay at 48-year-old busy 50-year-old professional

home mom executive CEO
Lives in Buckhead, GA, USA Lives in Sydney, NSW,
Australia
Enrolled to “get her body
back” after having children Committed to being at
his best for his career and
Driven to look good, feel life while managing the
good, and be at her best tremendous pressures of
for herself and her family a large company that
relies on his leadership
with kids who are
grown-up
Lives in Wimbledon,
London, UK
Originally signed up
because she felt terrible
about the weight she
gained over the last 20
years, but now lives for
outdoor challenges and
hitting new fitness
milestones

PART 1: WHO ARE THEY?

Define who they are, and be specific. The more specific you can be, the better.

1. Men or women? Or both?

2. What is their age (within a 10-year range)?

3. What other profile characteristics define them?

Are they moms? Executives? Working professionals?

PART 2: WHERE DO THEY LIVE OR WORK?

For local service businesses, your location must be convenient for your clients
to visit multiple times each week. Generally speaking, it’s best to be within
15-30 min travel time from where someone lives or works each day.

4. What radius or geographic area from your facility do they live or work in?

5. Can you narrow down the area by postal code?

6. Can you further narrow down the area by neighborhood or subdivision?

PART 3: WHY DO THEY BUY?

At the time they signed up with you, every new client has a primary emotional
driver that is behind their actions and decision to enroll in your program. Knowing
their “why” allows you to best direct your clients (and athletes) to their goals.

7. At the time they sought you out, were your best clients most driven
by the pain of dealing with a problem or the desire to achieve a goal?

8. What is the dominant emotion they are feeling around the problem
they’re trying to solve or the goal they want to achieve?

9.
FITNESS
What do they most want to gain?
GYM

10. What are they most afraid of?

Use these questions to create a “persona” of the best prospective client

you wish to attract into your business to grow, and align your sales and
marketing communication to speak directly to THEM.

WHAT’S NEXT?
NPE is the only global fitness community that empowers entrepreneurs at
every stage of business growth and development. Learn more about how
to improve your fitness sales and marketing results and grow your fitness
business to the next level at www.NetProfitExplosion.com/consultation.

www.NetProfitExplosion.com/consultation
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