In a recent study, people from around the world were asked the following question:
If you could change one body part, what would it be?
The results were astonishing… but not really. Intuitively you know the answer but do you think it would be the same for both men and women?
Havas Worldwide, a global marketing and communications firm, conducted a worldwide study asking over 10,000 people from 28 countries this very basic question.
As you can see from the image above, both men and women listed their TUMMY as the number one body part they would change. It wasn’t even close. Tummy won in a landslide. For men, changing their tummy is 6 times more important than the next body part, and for women tummy is 3 times more important.
This study is groundbreaking for anyone in the fitness business because it shares valuable insights into the mind of your customers. Knowing exactly what area of the body men and women want to change is like getting inside information on what programs they are looking for. Rather than “selling” to your customers, you will be giving them what they already want. Remember this survey was done with a random group of people which explains why some said they would not want to change any body part. But if you were to repeat this study with your members (people who are motivated to change their bodies) you could bet that the number one response would be TUMMY, and the percentage would likely be even higher.
The study confirms the importance of Ab Focused marketing. Think about it, every NEW YEAR the number one Resolution is WEIGHT LOSS. This study confirms the area of the body they want to improve by losing weight, the tummy. Both men and women want to improve the same part of their body..their bellies.
The Abs Company has helped over 10,000 clubs around the globe design and implement designated core training areas that lets club owners give members what they want! We'd love to do the same for you.Happy New Year!