15A Evaluating how your Customers Evaluate Stuff

Interview 1: Through my interviews I found that my customers had several workout alternatives. One of my interviewees bought a gym membership at a five-star hotel that’s relatively close to his house. This hotel has a really nice lap pool. This was important to him because he was a swimmer in college. The proximity of the gym, and the quality of the lap pool made the hefty price tag on this membership worth it to this interviewee. Additionally, the gym membership comes with other benefits such as free access to the hotel pool and discounts on meals at the restaurant.  

Interview 2: My second interviewee invested in Orangetheory membership. She liked that these workouts used heart monitors to individualize the intensity of her workout based on her fitness level. Additionally, they were guided by fitness instructors that kept her accountable. Orange Theory has a hefty price tag of around $150 a month but she found the classes to be worth it. However, she didn’t like that Orange Theory had limited class sizes so she had to be on top of their schedule or she might not get in. She also didn’t like that there wasn’t enough variety in class times.

Interview 3: My third interviewee has a gym in her building. This amenity is included in her rent. The gym is equipped with all the basic equipment she needs to work out and is open 24/7. She likes this gym because of its proximity, convenience, and because it’s included in her rent.

Conclusion: From my three interviews I learned that quality and convenience seem to be two important concerns when deciding between alternatives. My first two interviewees looked for workouts that where individualized to their fitness level and preferences. My first and third interviewee also based their decision on convenience. Both used gyms that where in close proximity to their house or apartment. When it comes to payments, my first and second interviewees where willing to pay a higher price for quality and additional benefits.