Engaging Female Fitness Consumers: A Women in Tech Panel from Athletech

By Deniesha Ann Carter, PR & Comms Intern

On June 17, Athletech News held their Women in Tech panel during the ATN Innovation Summit. The all-women panel, which included Melissa Knowles of ABC Fitness, discussed going beyond stereotypical marketing tropes to thoughtfully engage with – and retain – female fitness consumers.

Speakers included:

• Melissa Knowles, VP Global Key Accounts, ABC Fitness
• Sarah Choi, Chief Marketing & Commercial Officer, CorePower Yoga
• Sadie Lincoln, Co-founder & CEO, barre3

Tackling Stereotypes and Assumptions about Female Consumers

Knowles highlighted that only 15% of women feel like their needs are met through their technology. There is a gap between what fitness companies think they’re offering versus direct value experienced by female consumers.

“Women desire and need different things when it comes to fitness and wellness – both physiologically and emotionally.”

— Sadie Lincoln, barre3

Reprogramming the Aspirational Goals of the Female Consumer through Community

In the past, female fitness consumers were subjected to unrealistic body expectations. Now, companies can redefine women’s health and wellness through community. Panelist Sarah Choi noted operationalizing community through top-down initiatives. The addition of community provides a recurring space for female fitness consumers to interact with each other, while convening around your fitness business.

“When you make somebody feel seen, they feel like they belong.”

— Sarah Choi, CorePower Yoga

Designing User Experiences with Women, not for Women

Women engage with technology differently than male fitness consumers. Therefore, user experience designs must account for these differences.

“It bears repeating – built with women, not built for women. Look at the data and have those voices in the room. They’re telling you what they want.”

— Melissa Knowles, ABC Fitness

Enhancing user experience starts with thorough data analytics and includes representation throughout the development phase. Fitness businesses should implement UX based on the qualitative and quantitative data that female fitness consumers provide – not making assumptions on personal opinions nor beliefs.

Action Items to Engage Female Fitness Consumers

When asked about actionable steps brands can immediately take, the panelists had a lot to say. Melissa Knowles highlighted including hormonal health management, proper representation during company-wide discussions, and constant conversation to provide visibility. Sadie Lincoln recommended embracing word-of-mouth to leverage current female customers. Fostering top-down community via female leaders and private equity funding for women-centric initiatives was also discussed.

“Look around your room and count how many women are in it. If you look around and you don’t see many women, that might indicate a problem.”

— Melissa Knowles, ABC Fitness

Roughly half the population are women, and targeting marketing is essential to convert them into customers and brand advocates. Panelists shared the importance of customizing messages and experiences, and fitness businesses should take note. From community building to mindful UX and undoing harmful stereotypes, targeting the female fitness consumer requires depth, nuance, and agility.

Marketing to a 45-year-old perimenopausal woman should not look the same as marketing to a 22-year-old. If you’re still using one-size-fits-all messaging, you’re not just missing the mark, you’re leaving money on the table.

— Melissa Knowles, ABC Fitness

Explore more from the panel at Athletech News.

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