Fitness Buffs

The Fitness Buff is concerned with general health and overall fitness, social activities and body & spirit building exercises. These very social sports enthusiasts are more health conscious consumers who make a point to hit the gym or maintain their weekly workout routines that include kickboxing, yoga and weight lifting.

Sports

Aerobics
All Sports
Jogging
Kickboxing
Multi-Sport
Running
Spinning
Swimming
Weightlifting
Yoga

Psychographic Data

Influence:

First to buy new/latest equipment 30%
 Leader/Organizer of teams/events 29%
 People come to me for advice 57%
 Provide advice to 7+ people 56%

Gear Spending:

$500+ 75%
 $1000+ 49%
 $2000+ 26%

Internet Usage:

20+ hrs/wk online 44%
 Online athletic prod purch - last 6 mos 73%
 Booked travel for events online* 89%

Demographic Info

Age:

13% < 25
 29% 25-34
 30% 35-44
 20% 45-54
 8% 55+

Gender:

58% Male
 42% Female

HHI:

61% $75K+
 42% $100K+
 24% $125K+

Education:

91% Any College
 74% Bachelor's+
 35% Grad School work/degree

 Source: Sportgenic, 2007 Audience Profile Survey

Traffic

Unique Visitors:

10%

Impressions:

22%




Key Characteristics

Social
Health Conscious