Clearly Identify Target Segments in EMS Training

Science

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Recognizing your target group – a seemingly simple task that is anything but. Who are the people training in EMS studios, how do they behave, and what motivates them? Understanding these factors is crucial not only for shaping effective service offerings but also for optimizing marketing strategies. Resources such as time and budget are limited, making it essential to focus on reaching the right audience – individuals who are most likely to engage in EMS training in the future.

A study by the German University of Prevention and Health Management (DHfPG, 2024) has identified six distinct types of fitness participants in Germany. These groups differ in their emotional connection to training, motivation, ambition, and loyalty to providers. This ‘typology of fitness practitioners’ helps EMS providers better understand their customers, optimize their offerings, and target their marketing efforts effectively.

Since Germany is the oldest and most established EMS market globally, its insights provide a valuable foundation for international EMS providers. The findings can be applied worldwide to help businesses refine their strategies and reach the right customers efficiently.

 

The EMS customer

Is there such a thing as the ‘typical’ fitness enthusiast? While this question must be clearly answered in the negative, since fitness enthusiasts – as the study shows – differ with regard to many variables, the question of whether there is ‘the’ EMS customer can be answered in the affirmative. This is because EMS training is a specific service offering that differs from classic fitness training in many ways and thus appeals to different target groups. The DHfPG study (2024) identifies trainees who are mainly found in EMS studios, the so-called ‘training pragmatists’. This attractive target group for EMS providers can be described on the basis of important parameters that EMS operators can use to their advantage.

 

The training pragmatist – what makes them tick

The training pragmatists want to consume the training, that is, they want to complete it in a ‘pre-formed’ way, if possible without investing much of their own time. When it comes to training, this group focuses on quality and is aware of the importance of licences and academic qualifications of trainers.

Training pragmatists attach particular importance to supervised training in which individual motivation and professional instruction are paramount to achieving optimal results.

At an average age of 45.3 years, training pragmatists are the oldest group identified by the study. More than one in six training pragmatists holds the position of senior employee or managing director. There are hardly any students in this group. Training pragmatists are often very busy in their jobs, which explains the strong focus on efficiency in training. Regardless of their age, training pragmatists are aware that training has positive effects for them and their health. It is probably precisely this knowledge that drives them to train. At the same time, however, they only devote an average amount of time to their own health. It seems as though training has to be enough to contribute to their health because there is no more time – once the training is completed, a check mark is placed next to the ‘health contribution’ item on the to-do list for the week.

Driven by the knowledge that training has a positive effect on their own health, they give training a fixed place in their weekly routine. Training is a high priority for this target group and the more efficiently the training is designed, the more satisfied the training pragmatists are.

 

What sets them apart from other fitness types

Compared to the market as a whole, health as a training motive has a higher priority for this group. Together with the strong professional commitment, this explains the choice for the EMS segment, in which the best results can be achieved in the limited time available. After all, pragmatic trainers spend just under an hour a week training. And this is probably the most significant difference between them and the other groups. By way of comparison: ambition-driven individuals, who are often found in the functional training segment, invest an average of 4.5 hours a week in their training, while enthusiasts invest even more than five hours.

 

Expand the customer base?

The question certainly arises as to whether it would be attractive for EMS providers to also address other target groups. However, there is a risk of losing focus on the actual target group. In addition, efforts to attract other target groups are usually not necessarily worthwhile. Identifying your target group – it sounds simple, but it's anything but. Who are the people training in EMS studios, how do they act and why? Answers to these questions are not only important for designing an efficient range of services, but also for optimising marketing, because: resources such as time and money are limited and should therefore be used in such a way that only the right people are addressed – people who will train in EMS studios in the future.

An example: For ambition-driven people, training takes precedence over everything else in their lives. They are characterised by an enormous amount of training time and frequency. This is something that is not feasible with EMS training.

 

How to attract customers – what to look out for

All marketing measures should be reviewed in light of the findings presented here. Do they really appeal to the outlined target group of training pragmatists, or are they aimed at target groups that are unlikely to be interested in EMS training at all?

If the advertising material shows, for example, a very well-trained young man who, by the study's definition, falls into the group of ambition-driven individuals, this group may actually feel addressed by the advertising measure – but, as already explained, their training behaviour (predominantly four times a week or more) cannot be realised in EMS studios at all. This group is therefore simply not suitable as a potential target group and should therefore not be the focus of marketing measures.

In order to optimise marketing resources, it is important to look closely at the training pragmatists and to address what motivates them in the communication measures. The key to success here is to use the findings from the DHfPG study (2024), coupled with a critical reflection on the current marketing orientation.

And there is enormous potential for EMS providers, because potential training pragmatists are not uncommon in German society.

 

Training pragmatists – potential in society

If the key characteristics of training pragmatists are applied to the general population in other countries, a relevant target group can be identified, helping to unlock the potential of the EMS market worldwide.

In Germany, where the EMS market is the most established, almost two-thirds of training pragmatists are employees. Compared to other fitness types, this group has the highest proportion of managers (16.9%) and self-employed individuals (13.5%). Additionally, 55% of training pragmatists hold an academic degree—making them the fitness segment with the highest educational level. This suggests that EMS customers predominantly belong to middle- and upper-income groups, with strong purchasing power that allows them to invest in premium, supervised EMS training.

Training pragmatists also work the longest hours per week compared to other fitness types and have the highest net income. This aligns with global trends, where busy professionals with limited time seek the most efficient training solutions.

Extrapolating from the German data, a similar age cohort of 30 to 59 years—which represents the core EMS audience—can be identified in many other countries. Within this group, professionals, self-employed individuals, and high-income earners are particularly relevant for EMS providers. Since these demographics exist worldwide, the insights from Germany can serve as a valuable blueprint for identifying and targeting EMS customers in international markets.

 

Conclusion

The study by the DHfPG (2024) uses the ‘pragmatic trainee’ to make the EMS studio customer group tangible. EMS providers can use the data to better understand their customers. In addition, the data enables EMS providers to differentiate their target group from non-target groups in order to be able to use the potential in society that is available to EMS operators. Because if you know and understand your (potential) customers, you can also win and retain them.


Prof. Dr. Sarah Kobel

The head of the Science and Research department at the German University for Prevention and Health Management (DHfPG) is a tutor and lecturer at the DHfPG and the BSA Academy. She received her doctorate from the Institute for Consumer and Behavioural Research at Saarland University.

Alexander Küstner

The graduate fitness economist works in the market research department at the German University for Prevention and Health Management (DHfPG). Since graduating, he has worked continuously in the fitness and health sector, including as a trainer, studio manager and managing director.


References:

Statistisches Bundesamt, (2024). Mikrozensus 2023 - Arbeitsmarkt / (Erstergebnis). EVAS-Nummer 12211 und 12251. Wiesbaden

Hammermann, A., & Stettes, O. (2024). Verwaiste Chefsessel in deutschen Unternehmen: Einflussfaktoren auf die Karriereambitionen von Beschäftigten-Eindrücke aus dem IW-Personalpanel und der IW-Beschäftigtenbefragung 2023 (No. 16/2024). IW-Report.

Robert Koch-Institut (2022). Dashboard zu Gesundheit in Deutschland aktuell – GEDA 2019/2020. Berlin. DOI: 10.25646/9362.

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