I Am My Target Market
When I first started my personal training company, LifeStages Fitness, I hired a marketing consultant to help define vision, etc. The first thing she asked me was “Who is your target audience for your services?” A very reasonable question, but my smart ass retort was:“Anyone with money.” The marketing person suggested I pick a narrow, but deep market and voila, we had it: women and men over the age of 40 who wanted to regain their former physical glory, were seeking post rehabilitation exercise, or required additional strength for daily activities of life. In other words, Baby Boomers.
Six years later I am just that person.
I am a 52 year old woman and I had a knee replacement a year and half ago (and will require the other knee and both hips replaced) and I’d like to share with you how I ended up as my target market. My story will unfold over a series of then blogs, but I’ll provide an overview here.
Short Overview
I have been extremely active my entire life: a black belt in karate, rugby player, softball and baseball, racquetball, training for a marathon, weight lifting, boxing, kayaking (am I exhausting you yet, because I want to take a nap), and those are the ones that come to mind this instant. When I was 45, I started to experience pain in my left knee, which got progressively worse as the months went by.
I made an appointment with an orthopedic surgeon, who took xrays and told me I had NO cartilage left in both my left and right knee joints. I was only symptomatic (read: in agonizing pain) in my left knee, but on the xray, both the left and right looked the same. The orthopod said I needed my left knee replaced. I thought to myself “We’ll see about that,” and promptly got two other opinions. Sadly, each doctor was of the same mind.
As a fitness professional, I was certain I could strengthen the muscles around my knees to solve my inconvenient problem. I took up boxing and worked my legs even harder during my strength workouts. While these did strengthen the muscles around my knee, I still had the pesky problem of bone against bone in my knee joint. In other words, I built muscle, but alas, no cartilage. And so began a painful and humbling road to where I am now.
This series of ten blogs is a must read for anyone, who at some age or another, has looked back and thought to themselves “How did I get here?” It also will provide those who are looking a joint replacement the information that doctors don’t tell you when they glibly tell you you’ll be fine in two months.
Stay tuned.

