Organization: Founders are a couple. Contribution from friends, chefs, personal trainers, etc.
Product: We will be focusing on ways to improve fitness outside of the gym. Many people focus on what to do in the gym. We will have blogs and videos. They will cover the "life style" that we have decided to achieve our goal. Healthy eating, how to shop for food, gym equipment, picking a gym, working out when traveling, finding motivation, best practices, finding help, etc. We are not focusing on working out (as much), but everything around health and fitness which helps with their goals.
Target Audience: The audience is others who have been working out and dieting for a period of time and have had little success (or no success). Age group would be between 20-40 and higher income individuals. We are expecting to have 75% females and 25% males. We do not believe a masculine approach is the answer.