The tag line of this website is "Cultivating Excellence in Body and Mind, Aspiring to the Life of a Warrior Sage". My target 45+ males, and to a lesser extent, females. Essentially it is a combination authority blog, with an e-store selling exercise equipment, supplements, Chinese Herbs and super foods, workout gear with the Spartathenian Logo along with info products on health, anti aging and brain training. In other words, fitness and lifestyle support for the intelligent and intellectually curious
The idea is to encourage the pursuit of high levels of accomplishment in fitness and health as well as continued mental growth into middle age and beyond. It will be a hopeful and inspiring alternative to grandpa on the Nautilus machine. Six pack abs in your 70's kind of thing, but also intellectually interesting. Hence the combination of Sparta and Athens in the name, and the reference to the "Warrior Sage"
I intend to create a membership program entitled "The Spartathenian League" that will be a coaching and accountability program for people wanting to do amazing things for their age (or any age) and who want to transcend the social presumptions about aging by creating a new paradigm in which the symptoms of aging are postponed through continuing physical and intellectual engagement.
My target market is the middle aged individual, or approaching middle age, who is starting to decline and needs support to move gracefully and robustly into the next phase of life and push the limits of possibility instead of accepting decline. He (or she) is intelligent and reasonably accomplished with a high level of intelligence, but with a need for accountability in certain areas of life, kind of like Oprah, who is highly accomplished, but can't keep the fat off.
The design has to be appealing to discerning and sophisticated tastes so it stands out from the schlock and keeps viewers around.