Your site’s talking to the wrong bloke

A men's fitness brand I looked at recently.

The training is good, professional, it get’s results (see: weight loss and visible muscles on show due to lower body fat percentage, lovely). But the website isn't doing the job the male founder thinks it's doing. It's all hypermasculine and polished; but it reads like he's letting out office space, not like it's speaking to a real man with a real life.

And it can't decide what it is. One line calls it a consultancy; the next calls it fitness. Which is it? Neither, as it happens, speaks to the person he's actually trying to reach.

Here's what he hadn't seen: his customer isn't a "business owner." His customer is a dad. Specifically a knackered one, somewhere between 35 and 55, who'd love a bit of time for himself, but mostly wants to show up with energy for his wife and his kids. That's who's buying. Not a job title; a tired father who adores his family and has quietly slid down his own list.

Once you can see that, everything wrong with the site becomes obvious: it's built to impress businessmen, when its only job is to make one specific dad feel understood. Get in front of that man and say the true thing (I'm always tired, because I'm a dad and they need all of me; but putting the work in means I'm fitter, and more there for them) and he doesn't need selling to. He just needs to see himself.

Mercifully, none of the training needs to change. He's already excellent at the actual job. What's off is who the brand thinks it's talking to; and that's a decision, not a rebuild.

So the question isn't whether he can get people fit (he plainly can). It's this: when your ideal customer lands on your site, does he see himself, or does he see a business? If it's the business, there's your gap; and it's the first thing I'd fix.

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