Persona 1
Name: Erica Mendes
Age: 35
Occupation: Accountant
Fitness Level: Moderate
Schedule: 9am-5pm Monday-Friday
Erica is an accountant at a construction firm She has been active in sports growing up in team sports year-round such as Volleyball, Soccer, and Cross Country. Since graduating college nearly a decade ago, Eric has maintained her fitness primarily through CrossFit. She has participated in it consistently, and considers herself well-versed in the structure and workouts. Erica has recently moved to Chamblee, GA and seeks to improve her fitness levels as well as make new friends within the gym while trying something new.
Goals
Erica wishes to find an environment that maintains a high level of fitness and learn a new skill in self-defense. She would also like to meet people.
Pain Points
Erica wants to avoid overly commercial gyms where ethe members and the staff do not know one another. She is also concerned about the price of $149.00 a month if the course only offers CrossFit.
Team Octopus Website
Erica will be able to explore the coaches’ biographies to establish confidence in the courses. She will also be able to look at the skill level descriptions and sign up for the advanced classes without going over the basics. She will likely sign up online if the process is quick and transparent. Team Octopus offers both advanced and beginner classes. The one membership provides her variety which will prevent burnout and allow her grow in other disciplines. The community environment matches her social goals.
Persona 2
Name: Eli Evans
Age: 28
Occupation: Law Enforcement Officer
Fitness Level: Elite/ Competitive Athlete
Schedule: Flexible
Eli is an accomplished BJJ practitioner who already competes at both the national and international level. He has won multiple competitions and stives to win a world championship. His career in law enforcement also motivates him to stay in combat-ready condition. Eli trains multiple times a day and seeks to find a gym that can provide him a physical challenge and strategically align with his goals.
Goals
Eli would like to earn his Black belt and win a world championship. He also aims to increase his overall strength and cardiovascular fitness. He wants to train twice a day and switch between BJJ and CrossFit.
Pain Points
Eli wants classes that are not beginner friendly and aligned with competition rules and high-level fight scenarios. He seeks rigorous and advanced-level training partners and a gym that values recovery.
Team Octopus Website
Eli will be able to actively research coach credentials and competition history. He prefers a digital sign up for classes that focus on advance or invite only classes. He is likely to search online for reviews or social media sites for training clips and athlete spotlights. Team Octopus offers high-level BJJ classes with competition-focused coaching. The membership also offers unlimited access allowing Eli to train 2-3 times a day limited only by his ambition. The CrossFit and martial arts program support his training approach.
Persona 3
Name: Linda Park
Age: 54
Occupation: Elementary School Administrator
Fitness Level: Beginner
Schedule: Prefers mornings or early evening classes 2-3 times a week
Linda has always tried to maintain a healthy lifestyle with light cardio and occasional yoga classes. Recently, she has become more concerned about personal safety due to incidents in the news. She lives alone and wants to feel confident that she could protect herself if needed. She’s also seeking a community environment that is respectful, mature, and not intimidating.
Goals
Linda wants to learn practical self-defense techniques geared towards women. She would also like to maintain mobility, strength, and balance. Most importantly, Linda wants to gain confidence and peace of mind in public spaces.
Pain Points
Linda is intimidated by aggressive or overly intense gym environments. She is also concerned about injury and not being able to keep up with the younger members. She wants instructors who are patient and experienced with beginners. She prefers clear class descriptions and reassurances that the environment is safe and respectful.
Team Octopus Website
The gym offers women-only and beginner-friendly classes. The instructors have professional combat and real world training experience. The fitness classes such as kickboxing and conditioning will keep her active without requiring heavy sparring. Linda will also look for testimonials specifically from women and older adults. She is likely to sign up for the free trial class or intro class to assess the gym.