Testing the Hypothesis

1.      The service I've decided to pursuit is fitness coaching.  I believe there is an opportunity for this because people trying to reach their fitness-goals, are often times unsuccessful because they lack the knowledge and/or accountability required to achieve them.

2.     The who: People who have fitness-goals
The what: They are unsuccessful in pursuit of their fitness-goals
The why: They often times lacking the knowledge, and/or accountability it takes to be successful


3.     Testing the who:  Not everyone who has fitness goals, needs a fitness coach.  For example, not everyone takes their fitness seriously enough to feel the need to invest in coaching (i.e. recreational gym goers).  And some people are successful managing their fitness goals on their own!  However, lots of people could benefit from working with a fitness coach.  For example, people with more serious, specific or timely goals; like people looking to lose X-number of pounds for a special event,  a power lifter training for a meet, someone looking to lose 100 lbs, a body-builder looking to compete, etc.  And then there's people who just need the accountability factor, like lifestyle clients looking to improve their metabolism, the ectomorph struggling to gain muscle, or even a successful fitness-fanatic who'd prefer to take the stress off themselves when it comes to designing a fitness program.

Testing the what:  Again, not everyone is unsuccessful at accomplishing their fitness goals, but a lot of people are.  And not all goals are specific enough to need coaching but, some are.

• honestly idk how to better test the boundaries of the "what"....

Testing the why:  When exploring why people are unsuccessful at achieving their fitness goals, it seems not knowing what to do (or lack of knowledge), not having self-control, not being fully-committed to the goal, and even social/peer pressure lead to failure.

I interviewed 5 people in the gym.  Three of which have super specific goals (body building focus).  Of these 3, 2 have experience having coaches.  The other one would invest in coaching if he could afford it, but still manages to be successful on his own.  The other person was successful in achieving his goals on his own, and said he doesn't need a coach, but could see the benefit in others hiring one.  And lastly I spoke with a girl who is trying to lose weight on her own, but struggles with the social pressure of going out to eat/drink with friends
After interviewing people, I realized the service I chose to pursue has a pretty specific "who".  My service is not for the general population.  It is for people with "specific" fitness goals, who place enough importance on them to invest in coaching.   The "what" was hard for me to explore... People do admit to being unsuccessful at achieving their fitness goals, but not everyone is.  The "why" went deeper than I addressed.  And while no one flat out said " I'm not accountable," I think having someone there to keep them accountable would reduce factors that make them unsuccessful, like lacking self-control, and giving in to social pressure to make bad decisions.