First of all, we want to implement our concept on the Brussels market as a starting point in order to test our concept on a lower scale. It will require less investment for the infrastructures and we will be able to get close to our customers.

Then, we want to target people who are at least already willing to do physical activity on a regular basis, by offering them the opportunity to practice fun team sports instead of individual sports such as jogging or fitness.

In this market, we will focus on the 19 – 35 and 36 – 45 segments for two reasons. The first is our intention to propose collective sports such as handball, basketball and hockey, which, according to our survey, are more requested by the 19 – 45 than the 45+. The second is the fact that we wanted to communicate with our customers through an application on smartphones and a website. Our analysis shows that 45+ are less prone to use the Internet than the “young” ones.

Finally, we will aim to fulfil the needs and expectations of people that look for flexible schedules for their physical activities, as they represent a majority of the population nowadays. Flexibility will thus be our main asset.

To conclude, our target market will be made of people who live in Brussels, who already practice physical activity on a regular basis, within the 19-45 age bracket, that look for flexibility regarding their schedule.