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Industries · Fitness & Wellness · Gyms · Studios · Med spas · Supplements · Wellness apps

Fitness and wellness, from the households near one studio to a member-acquisition engine the brand runs on.

A boutique studio wants the households within three miles with fitness affinity who just moved in. A national gym chain wants every member, lead and lapsed member resolved to one person across hundreds of clubs and measured against CTV. Affinity, household, purchase and daily intent fields on 240M adults serve both.

Book a free demo Start at rung one

Audiences are built on affinity, life stage, trade area and open research intent; nothing in the graph describes anyone's health.

  • Fitness, running, yoga, golf, outdoors, nutrition and wellness affinities with purchase and spend fields.
  • Daily intent on gyms near me, personal training, med-spa treatments, supplements and the competing brands by name.
  • Trade-area household fields: new movers, family stage, dwelling type and distance to the location.
Ad Audiences · New-year joiners · 3 miles of 4 studios · 18,700 people
SegmentFitness affinity: highAge 25 to 54Within 3 milesNew movers · 920
SignalsGyms near mePersonal trainingYour competitor by name
ExcludedCurrent members · 5,400
PushedMeta · 63% matchedTikTokDirect Mail · 4,000
Push to MetaMail the top 4,000Send to the CRM
240M+US adults in the graph
120Mbusinesses, with the people in them
2Tintent signals read a day
400+attributes on a person

What the graph holds for fitness and wellness

The fields a membership funnel is built on.

Four of the sixteen bundles, picked for this industry. See everything in the graph →

AffinityInterests and readingFitness, running, yoga, cycling, golf, outdoors, nutrition and wellness flags that separate a likely member from a passer-by.Open this table in the data dictionary → Household & propertyAbout 250 fields on where they liveDistance to the location, new-mover flag, dwelling type and household composition for trade-area audiences and mail.Open this table in the data dictionary → Intent & linkagesWhat they research, and how the keys joinDaily scores on gyms, classes, training, treatments, supplements and the competing brands by name.Open this table in the data dictionary → PurchaseHow and what they buyOnline-buyer, continuity-program and spend fields that show who subscribes and keeps paying.Open this table in the data dictionary →

The ladder · simplest to largest

Five rungs, from one studio's mailer to the chain's member warehouse.

Fitness has two seasons that matter and a churn problem all year, so rungs two and three pay off fastest. Chains and brands reach rung five when clubs, apps and leads need one key.

Rung 1 · Day one

A studio, a single gym, a med spa, a supplement brand with a store

Pull the households near the location, and see who visited the membership page.

Build one US Consumer Data segment: households within the trade area with fitness or wellness affinity, in the age bands that join, new movers on top. Put the Website ID tag on the site and see which households read the membership, class and pricing pages last night.

  1. Build the trade-area segment in US Consumer Data: radius, affinity, age band, new movers.
  2. Install the Website ID tag; by tomorrow the households on the pricing page are in the app.
  3. Mail or call the segment; the numbers carry do-not-call flags.
US Consumer DataWebsite ID
Rung 2 · First month

A gym with a media budget, a franchisee with several clubs, a med-spa group

Advertise to the trade area, suppress current members, and mail the joiners' season.

Ad Audiences turns the trade area into hashed audiences on Meta, TikTok, Google and CTV by affinity and life stage. Smart Exclusion keeps current members and recent cancels out of acquisition spend. Direct Mail runs January and September drops to the top tier, matched back to joins by address.

  1. Build trade-area audiences in Ad Audiences; match rate per platform shows first.
  2. Load members and recent cancels into Smart Exclusion.
  3. Run seasonal drops through Direct Mail; match back to joins.
Ad AudiencesSmart ExclusionDirect Mail
Rung 3 · First quarter

A chain or a brand with a member CRM, an app and a retention team

Enrich the member file, and watch lapsed members for the week they look again.

Enrich appends affinity, household, life-stage and spend fields to every member and lead, written back through Integrations. Pulse watches lapsed members, trial users and leads for the week they research gyms, classes or a competitor, and routes them to a win-back offer or a call.

  1. Enrich the member and lead file with Enrich; the match rate shows first.
  2. Put lapsed members, trials and leads on Pulse.
  3. Route through Integrations to retention, sales and the email platform.
EnrichPulseB2B Data
Rung 4 · First year

A brand with an analyst and a warehouse

Model who joins and who stays, and feed the competitors' prospects.

Join enriched member fields and identified Website ID visitors to joins, tenure and churn, fit a join-and-retention model, and score prospects and visitors daily by API. Seed Ad Audiences with the long-tenure decile; scope a Custom Intent Feeds feed on your brand, your category and the competitors by name.

  1. Train on joins and tenure: affinity, life stage, distance and topic recency carry most of the signal.
  2. Score daily by API or through the MCP server; refresh seeds, mail and suppression together.
  3. Build the Custom Intent Feeds feed to a written scope: brand, category, competitors, trade areas.
Custom Intent FeedsEnrichWebsite IDAd Audiences
Rung 5 · At scale

A national chain, a wellness platform, a supplement company with retail and DTC

Resolve every member, lead and app user to one person, and measure it in a clean room.

Enterprise delivers the graph on a schedule to the warehouse, resolves clubs, apps and leads to one person, runs matching with retail and media partners in the Clean Room, and streams audiences to The Trade Desk integration for CTV and programmatic. Franchisees pull trade-area audiences under the brand. A proof of concept on your member file comes first.

  1. Proof of concept: the member file against the graph, match rate and coverage reported.
  2. Scheduled warehouse delivery; one person key across clubs, apps and leads.
  3. Clean-room measurement; franchisee programs under your brand.
EnterpriseCustom Intent FeedsAd AudiencesAgency DaaS

What fitness and wellness teams use it for

What gyms, studios, med spas and wellness brands run on the graph.

Trade-area joiner audiences

Households within the radius with fitness affinity in the joining age bands, hashed to Meta and TikTok.

Ad AudiencesUS Consumer Data

Member suppression

Members and recent cancels excluded from acquisition spend on every platform.

Smart Exclusion

Seasonal mail

January and September drops in the home within a week, matched back to joins.

Direct Mail

Who read the pricing page

Households on the site last night with their fields, routed to the club.

Website ID

Member enrichment

Members enriched with affinity, life-stage and spend fields for retention segmentation.

Enrich

Lapsed-member win-back

Lapsed members researching gyms or a competitor this week.

Pulse

Competitor-brand feeds

People researching the competing brand by name, delivered daily.

Custom Intent Feeds

Franchisee programs under the brand

Trade-area audiences and mail for franchisees under your brand.

EnterpriseAgency DaaS

Use it right

Nothing about anyone's health, and every opt-out honored.

What applies when the buyer sells fitness or wellness. Your counsel decides; this is how the data behaves.

  • No health data. The graph holds affinities, household, purchase and open research intent. Nothing clinical, nothing inferred about a condition.
  • Platform rules. Meta, Google and TikTok restrict health-and-wellness personalization and claims; the audience carries no health fields and the rep walks through what each platform accepts.
  • Hashed audiences. Audiences and suppression lists reach the platforms as SHA-256 hashes; your member file is matched, never shared.
  • SMS and email. TCPA applies to texts and CAN-SPAM to email; consent for SMS is yours to obtain, and phones carry do-not-call flags.
  • Opt-outs honored. People who opt out through datamoon.com are removed from every product and from pulled records on the next refresh.

Questions

Questions a fitness marketer asks first.

How is fitness affinity built?

From purchase, subscription, reading and activity signals joined to the person; it is a propensity, shown as a flag and a strength, and the sample shows it before you pull.

Can we keep members out of our ads?

Yes. Load the member file into Smart Exclusion, hashed. Each member expands to every identifier the graph knows and is excluded on every platform and from every drop.

Can intent be scoped to our competitors?

Yes. A Custom Intent Feed is built to a written scope: your brand, your category, competing brands and studios, your trade areas. Live within days.

Does this work for a med spa?

Yes, on open research and demographics: age bands, income bands, radius and treatments people research openly. Nothing in the graph describes anyone's health.

What does an enterprise engagement look like?

A proof of concept on your member file, then scheduled delivery of the graph into the warehouse, identity resolution across clubs, apps and leads, clean-room measurement, and franchisee programs under your brand, on an annual contract.

Other industries

The same graph, a different ladder.

HealthcareRetail & E-commerceRestaurants & QSRMarketing AgenciesAll industries

Book a free demo

Bring one location. We count the joiners in its trade area on the call.

Thirty minutes: the trade area as a segment with affinity and life stage, this month's new movers, your members' overlap with the audiences you run today, and the next rung written down.

Book a free demoSee how it works

Thirty minutes, live on your own data. A person who knows the products and this industry runs the call. By continuing you accept the DataMoon terms.