The Active Female is concerned with general health and overall fitness, social activities and body & spirit building exercises. These very social sport enthusiasts are more health conscious consumers who make a point to hit the gym or maintain their weekly workout routines that include kickboxing, yoga and weight lifting. She influences family and friends to make healthy and eco-conscious purchasing decisions.

The Fitness Buff is concerned with overall health and well-being, with specific focus on strength training, core and cardio strength.  This individual slightly skews male, and is concerned with full body fitness, technique and improving performance.  His regular regimen extends to every aspect of his life from nutrition, apparel, equipment, and entertainment.   The Fitness Buff’s social circles tend to revolve around gym and exercise activities.   As a frequent, gym-goer (3-4 times a week minimum), this individual serves as an influencer for their friends and family related to health and performance.

In the stands, on the couch or at the computer, Sports Fans are passionate about their favorite sports, players and teams. Always online looking for stats, scores or managing their fantasy teams, this group is perfect for advertisers looking to reach educated males, 18-34 with disposable incomes.