Suggesting some potential markets for the P90X2 workouts which might be overall underserved.
Recently I began taking a look at the P90X2 workouts from the perspective of a program that might not be dead in the water or a flop as some might have suggested.
I was excited to take on this project because my first love in marketing is that of marketing itself. I love answering the riddles of why something is working with the public on a pure sales basis or what we can do to make it better.
In the case of the P90X2 Workouts, the challenge is particularly daunting because of what I have called the perception gap or perception problem. The thing didn’t get off to that great of a start and this created a whole of negativity that you have work out of. When the P90X2 workouts were first conceived, the intent was clear to give the P90X graduate (which there were millions of them) the next level of fitness. At least that was the intent when the folks at Beachbody conceived it. I think? What we are dealing with P90X2 is the problem that I don’t believe the intent was clearly stated in the launch or the marketing.
Then you had the additional issue of it not being ready for prime time because people had no real connection between the P90X original and it’s sequel. The huge popularity of P90X meant that you also had to make something that didn’t betray that legacy (real or imagined).
I don’t think actually that there was any sort of this betrayal at all with the P90X2 workouts. In fact, I think you should look at it a different way: that this program works and with time and the focus on the particular appropriate markets, this will really take off.
So let’s look at markets for a moment. Many markets are available out there as sub niches of the larger fitness market. Keep in mind that really the only target so far of the P90X2 Workout has been the P90X graduate. I do agree that this is the primary market.
However, there are a couple others that I feel should be targeted. First the general gym dweller who works out often and considers him or herself in great shape is always up for a challenge. P90X2 has three workout levels with lots of room to grow. Why not make it more of a challenge to people and release it from the necessity that you must be a P90X graduate only. Believe me, there are large pockets of very fit people out there who regarded P90X as a little too easy.
The second potential market is the overweight person. I have read on many occasions that some people who don’t have a huge background of P90X mastery, will take on P90X2 and see amazing weight loss results.
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