Understanding of the 15 tapestries and 68 lifestyles
As we keep learning in the Health & Fitness industry, the loss rate for clubs, boutique studios, fitness centers, and franchisees is growing at an alarming rate. In most cases, these closings can be avoided if new and existing business owners have an understanding of the 15 tapestries and 68 lifestyles that divide the 340 million+ people that reside in the United States. This knowledge can give owners powerful insight into the population in their area, including their spending habits, what motivates them, their average household income, etc.
If the industry wants to capture the 80 percent of people who don’t belong to a place for health and wellbeing, it needs to start paying close attention to the data and characteristics within the tapestry and lifestyle categories. Doing so will help establish compelling and meaningful connections with that audience, which is crucial because meaningful connections are what create relationships, and relationships are what drive a service business. To give you an idea, the 15 tapestries are listed below.
- Affluent Estates
- Upscale Avenues
- Uptown Individuals
- Family Landscapes
- GenXurban
- Cozy Country Living
- Ethnic Enclaves
- Middle Ground
- Senior Styles
- Rustic Outposts
- Midtown Singles
- Home Town
- Next Wave
- Scholars and Patriots
If you would like to learn more about the tapestries and lifestyles of the people in your area, contact Health Club Management at quint@healthclubmanagement.com or Quint Essential Consulting at lou@quintessential-consulting.com.