Lumin Fitness is a high-tech fitness studio that uses AI and motion tracking to create a unique workout experience. With AI coaching, members receive real-time feedback through their headphones, helping them improve their form during group workouts.
Lumin faced a common challenge in entering the competitive fitness franchising market: ensuring their locations and marketing strategies were driven by accurate, data-driven insights rather than assumptions. They believed they knew their core audience but needed validation, especially when considering expansion.
Lumin Fitness partnered with Buxton, the global leader in retail analytics, to confirm their target market. However, the data did more than validate their assumptions—it revealed new customer segments and helped Lumin refine its marketing and franchise strategies.
Validating and Expanding Lumin’s Customer Base
As a tech-forward brick-and-mortar fitness studio, Lumin Fitness was confident their target audience would be tech-savvy, fitness-conscious individuals aged 20-40. However, entering the competitive fitness franchising market required more than intuition; it required concrete data.
“We are a brick-and-mortar fitness concept bringing technology into what we do. Introducing customer analytics early on was essential,” shared Craig Sherwood, Chief Development Officer of Lumin Fitness.
Lumin evaluated several analytics companies before choosing Buxton for its comprehensive data and track record with similar brands. “Buxton was by far the top choice, providing the quality data we needed for both site selection and marketing,” Craig noted.
Uncovering New Customer Segments
Lumin initially used Buxton’s data to pinpoint trade areas and validate their target audience. However, while Buxton’s data confirmed expectations, it also revealed a surprise: a whole new customer segment.
“We thought we knew who our consumer would be, but we’ve been able to attract a segment we never anticipated,” Craig explained. Leveraging Buxton’s consumer insights, Lumin developed an observed profile for their studio location. They also studied customer insights from larger fitness concepts to better understand the types of customers they aspire to attract.
This revealed their unique workout model—a darkened studio paired with AI coaching —could appeal not only to tech-savvy enthusiasts but also to those seeking a safe, non-judgmental workout environment. This expanded their target audience beyond the expected demographic.
“Our concept is very forgiving. You get a great workout in the dark, so no one's looking at you. Your AI coach speaks through your ears—no one is calling you out,” Craig shared, highlighting how Lumin’s inclusive approach appealed to a broader audience.
Refining Site Selection with Data-Driven Insights
With these new insights, Lumin refined its strategy for site selection and franchise development. The Buxton Platform enabled a geographic analysis, narrowing down to trade areas that fit both their core and newly discovered customer segments. “The platform gives us the tools to find the best locations,” said Craig.
This data-driven approach ensured each new studio opened in a trade area aligned with their audience, optimizing site selection for success.
Empowering Franchisees with Actionable Analytics
Lumin extended access to Buxton’s analytics to other teams for insights and marketing strategies. “Our franchise sales team uses Buxton to understand the best trade areas for franchise growth and educate candidates on opportunities,” Craig explained.
With Buxton’s actionable insights, franchisees can confidently select locations and effectively engage with target audiences, driving growth based on data rather than guesswork.
Evolving for a Dynamic Future
Buxton’s insights offer more than a one-time analysis. They are refreshed throughout the subscription to ensure up-to-date insights that guide site selection and marketing strategies. “Buxton’s data provides a foundation, and as we open more locations, we build on that foundation,” said Craig.
This iterative, data-driven process ensures Lumin remains adaptive to market trends and poised for continued success.
Why Choose Buxton? The Power of Customer Analytics
Customer insights are essential for brands at every stage of their journey. Lumin Fitness demonstrates that emerging brands need customer analytics just as much as established ones. Buxton doesn’t just validate existing strategies; it opened doors to new opportunities. Buxton empowered Lumin to better understand its audience and refine its approach to optimize site selection, marketing, and franchise development.
For any business aiming to grow strategically, partnering with Buxton can provide the clarity and direction needed to make informed decisions. Whether confirming your target market or uncovering customer segments you didn’t know you were reaching, Buxton equips you with the tools and insights to take your business to new heights.
