Buyer Persona Profile: FitWell Protein Powders & Supplements
Persona Name
Fit Freddie
Job Title and Industry
- Job Title: Marketing Coordinator
- Industry: Tech Startup
Demographics
- Age: 28
- Gender: Male
- Income: $65,000/year
- Location: San Francisco, CA
- Education Level: Bachelor's degree in Business Administration
Psychographics
- Personality: Ambitious, disciplined, social, early adopter
- Attitudes: Health is a top priority, believes in investing in self-care
- Values: Wellness, sustainability, work-life balance, continuous growth
- Interests/Hobbies: CrossFit, hiking, trying new healthy recipes, attending wellness retreats and industry conferences
Goals and Challenges
- Primary Goal: To maintain peak physical performance and health while juggling a busy career and active lifestyle
- Secondary Goal: To find clean, effective, great-tasting nutritional products that fit his dietary preferences (plant-based, organic, non-GMO)
- Key Challenge: Skeptical of many supplement brands due to lack of transparency around ingredients and quality control
Purchasing Process
- Research: Heavily researches products online, reading ingredient lists, third-party certifications, and reviews from trusted fitness influencers before considering a purchase. Consults with fellow CrossFit enthusiasts for product recommendations.
- Evaluation: Compares products based on nutritional profile, organic/non-GMO certifications, taste, and perceived value. Willing to invest in premium products if they meet his strict criteria.
- Purchasing: Makes most supplement purchases online via subscription for convenience and savings. Occasionally buys one-off products from specialty fitness nutrition stores to try new items.
Objections and Reservations
- Concern about the taste and texture of plant-based protein powders compared to whey-based products he's used in the past
- Questions around the completeness of amino acid profile in plant proteins and whether they can adequately support muscle growth/recovery
- Hesitation to switch to a new supplement brand after finding one that works for him
Preferred Channels and Content
- Social Media: Follows fitness and wellness influencers on Instagram for workout tips, product reviews, and inspiration
- Podcasts: Listens to health and fitness podcasts like Mind Pump and Ben Greenfield Fitness for in-depth info on nutrition/supplements
- Email: Subscribes to newsletters from trusted supplement brands and fitness sites for product education, deals, and content
- Preferred Content Formats: Short informational videos (product demos, ingredient deep-dives), research-backed articles, influencer reviews
Quotes
"I'm super passionate about fueling my body with the best possible ingredients. I won't compromise on quality when it comes to what I put into my body. If I'm going to invest in a supplement, I need to know exactly what's in it and that it's going to deliver results."
Real-World Example
Fit Freddie is always the first of his CrossFit friends to try the latest organic pre-workout or recovery supplement. He spends hours researching products online and grilling the sales reps at his local nutrition shop about ingredient sourcing before making a purchase. He's been burned by protein powders that made him gassy and bloated in the past, so he's cautious about anything he hasn't vetted extensively. Once he finds a product he loves though, he's a loyal customer and brand advocate, touting its benefits to all his fitness pals.
