Planning: Ideal target audience

Joe is your average 15 year old male that shows an interest in fitness and has a strive to improve mentality. He has been going to the gym regularly and enjoys doing it. However, he doesn’t know correct technique and is anxious he many injure himself but is too scared to ask others in the gym. He is always watching what others do and wants to be able to join but lacks confidence. He tries to imitate but again, is scared he will injure himself. Joe also struggles to gain weight. He has always been skinny and aims to gain weight as he feels insecure around is classmates when changing for PE and this inspired him to start going to the gym. Joe has researched online on how to gain weight in the past but has been unsuccessful. This often disheartens Joe as he is beginning to believe that putting on weight is ‘impossible’. He finds information online unclear and mixed advice makes him feel uneasy. He is worried that if he keeps getting disheartened, he may fall out of love with the gym. Online he follows fitness influencers who he inspires to be one day. He also follows fitness brands such as Gymshark and Bulk. He is interested in the ways their market their products like clothing and fitness supplements. Joe tried reading Men’s Health magazine for guidance and advice, but he found the magazine didn’t target his needs. The magazine was too broad and was aimed more at older men in their 20s and above. Joe needs a simple magazine with a targeted plan that’s trustworthy, and a magazine that targets primarily teenagers.