About this Case Study

This case study provides an example for wellness and nutrition brands looking to develop products tailored to fitness professionals’ needs. If you are in the fitness or nutrition industry, responsible for product development or marketing, this case study is for you. It focuses on understanding the preferences of fitness professionals for nutritional beverages.

Summary

dotFit, a leader in nutrition solutions, sought to explore the perspectives of fitness professionals across member gyms in key markets. The survey revealed that professionals prioritize nutritional products that are safe, effective, and convenient, while attributes like vegan formulations and environmental considerations play a lesser role in decision-making.

Here’s the Challenge

dotFit needed to evaluate how fitness professionals perceive nutritional products, particularly the drivers of product selection for their clients and themselves. The challenge was to determine whether attributes like safety, efficacy, and convenience were more important than trends like “all-natural” or vegan-friendly claims.

Here’s the Idea

PositiveBrand developed a focused survey targeting fitness professionals in dotFit member gyms. The study aimed to uncover:

• Key attributes that attract fitness professionals to a nutritional product (Q14).
• The most critical factors influencing daily health supplement use (Q17).

Here’s the Execution

The survey analyzed the perspectives of fitness professionals across dotFit’s extensive gym network connections. Key findings include:

• Q14: 22.06% of respondents ranked “safe and effective” as the most desirable attribute, followed by 20.10% prioritizing “clinically validated safe and effective doses.”
• Q17: Convenience (38.73%) emerged as the top factor for daily health supplements, alongside safety and efficacy (45.10%). Cost and taste were secondary considerations, while vegan and environmentally friendly attributes ranked lowest.