THE BUSINESS

Local athletic gym

Offers strength & conditioning programs

Targets youth athletes, high school athletes and semi-pro or adult competitors

Likely operates in a competitive local sports market

Persona Research

Two strong personas here.

Primary Persona 1: “The Competitive Parent”

Age: 35–50

Gender: Slight male skew but balanced

Income: Middle–upper middle class

Location: Within 20–30 min radius

Child: 12–17 year old athlete

Psychographics:

Wants their kid to succeed

Worried their child is falling behind

Sees other kids getting stronger/faster

Fears injury

Values coaching + structure

Invests in camps, gear, leagues

Primary Persona 2: “The Driven Athlete”

Age: 14–18

Sport: Hockey, football, basketball, soccer, track

Mindset: Competitive, wants edge

Follows: Sports performance accounts on IG/TikTok

Pain: Not fast enough, not strong enough, not getting noticed

This persona is emotional.

Demographics

Age: 35–50

Parent of athlete aged 12–17

Middle to upper-middle income

Located within 20–30 minute radius of facility

Psychographics

Highly invested in child’s athletic success

Concerned about their athlete falling behind

Values structured coaching over random workouts

Invests in camps, leagues and equipment

Motivated by performance improvement and injury prevention

Core Fear

“My child isn’t doing enough to compete.”

Core Desire

Confidence, playing time, competitive advantage and long-term athletic opportunity.

Market Awareness Level

Most local athletic gyms are targeting:

Problem Aware or Solution Aware

They know:

Their kid needs to get stronger/faster

Other athletes are training

Strength training helps performance

They do NOT know:

Why this specific gym is different

Why structured S&C > random workouts

So we position as:

“The Performance Program”

Not just workouts.

Not just gym access.

A system.

Pain vs Desire

Core Pain (Parent)

“My kid is falling behind.”

“They’re not getting playing time.”

“They’re getting pushed around.”

“They could get injured.”

“I don’t know if what they’re doing is enough.”

Core Desire (Parent)

Confidence

Scholarships

More playing time

College recruitment

Physical dominance

Discipline & work ethic

Core Pain (Athlete)

Slower than teammates

Benched

Not confident

Weak compared to competition

Core Desire (Athlete)

Faster

Stronger

Bigger

More explosive

To stand out

To win

Offer Angle

Angle 1: “The Competitive Edge System”

Structured athlete development program designed to increase speed, power, and injury resilience.

Angle 2: “Off-Season Dominance Program”

Limited enrollment seasonal program.

Angle 3: “Speed & Power Combine Prep”

Test measurable improvements (vertical jump, 40-yard dash, strength numbers)

Angle 4: “Playing Time Accelerator”

Speak directly to performance results.

Funnel Strategy

Step 1: Traffic Objective

Drive Meta traffic to a dedicated performance landing page rather than a generic homepage.

Step 2: Landing Page Structure

Section 1 – Performance Hook

“Is Your Athlete Ready for the Next Level?”

Section 2 – Pain Amplification

Falling behind competitors?

Not getting playing time?

Lacking speed or strength?

Section 3 – The System

Structured athletic programming

Performance testing

Certified coaching

Progress tracking

Section 4 – Social Proof

Testimonials

Before/after performance metrics

Parent endorsements

Section 5 – Call to Action

Book a Free Athlete Performance Assessment

Automation & Follow-Up

After booking:

SMS confirmation and reminder

Email sequence outlining what to expect

Educational content on off-season mistakes

Objective:

Increase show rate and improve conversion from assessment to enrollment.