The Rich Body Fitness Alliance is a local (offline) business within health and fitness.
It comprises of group fitness training and then all other coaching that encompasses a great result is also incorporated - nutrition, all things mindset and psychology, lifestyle and all other coaching.
It is very much all the services incorporated within Personal Training but designed from a group-training point of view (e.g. there is a members only website with all resources).
It is seen as a high-end ‘bootcamp’
That’s very much what it does from a ‘feature’ standpoint.
From a benefit standpoint it does several things (which is why it has all the features it does).
Weight loss/fat loss are probably at the forefront of a persons mind but they see a lot more benefit in their health, energy and productivity to name a few.
Some may also have other effects like what it does to their confidence, self-esteem and happiness.
This is what we call the Rich Body Effect where there are multiple value builders.
Target audience in terms of sales copy and marketing will have female in mind for sure but it is not exclusive to female and design certainly should not discourage male by being too feminine. It’s just that sales copy and newsletter marketing may refer to female lots more than male.
Furthermore the target audience are open to incorporating this service as a solution in a very positive way. i.e. they are not so much a beginner that they are looking to do it as a desperate measure.