Life Style Segmentation in a Service Industry: The Case of Fitness Spas

The number of fitness spas has increased greatly in the past decade, reflecting the development of a new market in America. This study uses life style as a means of segmenting the market for this relatively new service institution and draws implications for marketing managers. It characterizes spa members in terms of their attitudes and opinions, participation in both active and passive leisure pursuits, and their demographics. Spa marketers can act on the findings that members are younger persons who are open to influence from others, concerned about their appearance, confident in their own state of conditioning, and involved in a number of both active and passive pursuits