Lumin Fitness Analytics Insight
Craig Sherwood, chief development officer at Lumin Fitness, shares how Buxton's customer analytics have been pivotal in guiding their site selection and marketing strategies. By leveraging comprehensive consumer and trade area insights, Lumin Fitness has successfully identified and targeted new customer demographics, driving their growth and expanding their market presence.
My name is Craig Sherwood. I'm the chief development officer of Lumin Fitness. Lumin is an AI powered fitness studio that utilizes the latest technology in motion tracking, and object detection to create a really fun and immersive fitness experience.
Why did you feel it was important to introduce customer analytics early in your company's growth?
We felt it was very important to introduce customer analytics early in our company's growth because we're a brick and mortar fitness company. We use technology very heavily, but at the end of the day, we are a brick and mortar location people need to come to. Location is absolutely critical for us, and we need to understand the trade area analytics, the consumer on the ground to make sure that we're appealing to the right demographic and we're building our locations in the right places. We had a strong sense of who we thought our consumer would be, but we needed, data to to validate that, and direct us in in the trade area search. That's why we felt like understanding the customer analytics very early was gonna be critical in in our success.
What made Buxton stand out over others you researched?
Buxton was by far the number one company that, that could service the needs, in terms of the quality of the data that we were looking for, the amount of data that we could access, both from a site selection standpoint and a marketing and a consumer standpoint, and then the ease of, of running reports and sharing those with our franchisees.
What are the primary ways Lumin Fitness uses Buxton?
Lumin Fitness uses Buxton primarily right now as as a site selection tool. We've also recently begun to pull in our marketing team to prepare them, as we open our first franchise studio to help educate them on the consumer in that area, how we need to engage that consumer. So, primarily as a site selection tool, but now, more recently as a marketing and consumer analytics tool. It's really everything that a fitness, a fitness franchise or a fitness company, brick and mortar fitness company would need.
What did you find most surprising about Buxton’s findings?
As our journey continues as a baby brand, we're going to continue to evolve. We've already seen what we thought going into this industry and this business that we had a pretty good idea of who our consumer was going to be. We've attracted a good portion of people from that demographic, but we've also seen that we've been able to appeal to a consumer that we never thought we would get. Someone who would would shy away from boutique fitness, who may not feel comfortable in a in an environment like that. We're seeing an opportunity with a demographic group that we didn't think we would get. As we continue to evolve as a brand, we know that that data will evolve in Buxton and we'll be able to retarget, both from a marketing standpoint and then from a trade area standpoint. How do we go after how do we find that particular category of consumers so we can, we can build there and we can open, successful fitness studios?