Marketing bodybuilding competition to females

Abstract

When designing a marketing strategy to recruit females to participate in bodybuilding competitions, marketers should be aware not only of the established motivators inherent in females considering structured recreational activities, but also of the unique motivators for female potential recruits. Many traditional tactics used in bodybuilding marketing in the past have missed the mark. Chief motivators are fun, improved health and then, in descending order of importance, enhanced appearance, managing bodyweight, socialising and skill.

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