PRIMARY AUDIENCE

Scroll down to read 5 customer personas who relate and connect with our brand.

1. The One Who’s Been Through It

Demographics:

• Age: 28 – 55

• Gender: Male & Female

• Occupation: Professionals, entrepreneurs, side hustlers

• Income: $60,000 – $120,000/year

Motivations:

• Fitness is how they’ve rebuilt after major setbacks (eg. illness, divorce, career loss)

• Workouts give them structure, control, and a sense of progress

• Wants apparel that reflects resilience, not just aesthetics

Pain Points:

• Most brands focus on surface-level fitness, not the deeper journey

• Hard to find gym wear that represents their story

Shopping Behavior:

• Buys high-quality, long-lasting workout gear

• Drawn to brands with a strong message

2. The One Using Fitness to Stay Sane

Demographics:

• Age: 18 – 35

• Gender: All genders

• Occupation: Students, young professionals, creatives

• Income: $30,000 – $60,000/year

Motivations:

• Training helps them manage stress, anxiety, or past trauma

• Fitness isn’t about aesthetics—it’s about feeling in control of their mind and body

• Wants clothing that represents the mental side of their journey

Pain Points:

• Most fitness brands only focus on body transformation

• Gym culture often ignores the mental side of training

Shopping Behavior:

• Looks for apparel with meaning, not just performance features

• Prefers brands that acknowledge the mental side of fitness

3. The One Who Puts in the Work, No Drama

Demographics:

• Age: 25 – 45

• Gender: Male & Female

• Occupation: Business owners, shift workers, freelancers

• Income: $50,000 – $100,000/year

Motivations:

• Fitness is part of their daily routine—no excuses, no skipping

• Doesn’t care about trends or social validation, just getting stronger

• Wants gear that’s reliable and functional

Pain Points:

• Doesn’t relate to mainstream fitness influencers or fitness hype

• Gym wear is often designed for casual wear, not real training

Shopping Behavior:

• Buys based on quality and function, not trends

• Prefers brands that focus on work ethic and discipline

4. The One Who Can’t Afford to Quit

Demographics:

• Age: 22 – 40

• Gender: Male & Female

• Occupation: Military, first responders, personal trainers, combat sports athletes

• Income: $50,000 – $90,000/year

Motivations:

• Training isn’t optional. It keeps them sharp, strong, and ready for anything

• Fitness is about discipline, survival, and mental toughness

• Wants gear that represents the mindset of never backing down

Pain Points:

• Most brands feel too polished and commercial. There is no real connection to their mindset

• Gym wear doesn’t reflect the grit they put in every day

Shopping Behavior:

• Invests in durable, performance-driven clothing

• Supports brands that prioritize strength and resilience over hype

5. The One Who’s Got Something to Prove

Demographics:

• Age: 18 – 30

• Gender: Male & Female

• Occupation: Students, entry-level workers, young athletes

• Income: $20,000 – $50,000/year

Motivations:

• Feels underestimated be it in sports, career, or life

• Fitness is how they push forward and prove themselves

• Wants clothing that reflects their determination and hustle

Pain Points:

• Feels overlooked in a fitness world that caters to the already successful

• Struggles to find affordable but meaningful gym wear

Shopping Behavior:

• Looks for brands that highlight effort, not just results

• Buys from companies that align with their mindset