Fitness Enthusiasts & Wellness Seekers: Health Conscious Targeting - AI

Data Axle’s Fitness & Wellness Audiences help brands connect with consumers actively pursuing healthier lifestyles. From gym-goers and supplement users to clean-living advocates and mental wellness adopters, these AI-scored audiences are modeled using verified behavioral and transactional data—enabling high-precision targeting for brands across health, fitness, food, retail, and digital wellness.

Data Axle, formerly Infogroup, has been a trusted provider of data-driven solutions since 1972. It has coverage of over 95% of U.S. adults and households. Data Axle combines deterministic offline and online sources—voter files, utility connects, real estate, and more—to create enriched, actionable consumer profiles which can be consumed directly within your environment.

What Sets Us Apart: Unlike traditional forecasting models built on static rules or demographics, our AI engine continuously learns and adapts, using thousands of behavioral, attitudinal, and transactional signals to generate nuanced audience definitions

• Trained on expansive offline PII data, utilizing all signals (not just age/income)
• Scores every individual (0–1) by propensity to act
• Optimized for personalized targeting, next-best action, and cross-sell models
• Built for scalable segmentation, enrichment, and omnichannel activation

Key Attributes

• Verified lifestyle behavior: gym visits, fitness classes, fitness app usage
• Purchase behavior for supplements, vitamins, health foods, and wellness products
• Engagement with at-home fitness, connected devices, and streaming workouts
• Clean-living indicators: organic buying, food label awareness, and avoidance of processed items
• Digital engagement: subscription wellness programs, guided meditation, wearables
• Motivational drivers for health-related routines (weight management, mental well-being, prevention)

Segment Categories Each category includes multiple AI-scored segments – below are illustrative examples and business applications. New categories are released regularly.

• Active Lifestyle Segments – Medium to high physical activity individuals: gym-goers, runners, fitness class users
  • Usecase: Target with memberships, activewear, challenges, and pre/post-workout nutrition.
• Fitness Apparel & Gear Shoppers – Buyers of branded fitness wear and home training equipment
  • Use case: Promote premium gear, home gym kits, and functional accessories.
• Wellness Product Buyers – Purchasers of vitamins, supplements, organic foods, and functional nutrition products
  • Use case: Deliver health-focused product launches, loyalty offers, and bundle deals.
• Digital Wellness Consumers – Fitness app users, home workout streamers, and wellness program subscribers
  • Use case: Acquire or retain subscribers for apps, classes, and digital coaching platforms.
• Clean Living Advocates – Natural product users, fast-food avoiders, ingredient-aware shoppers
  • Use case: Promote organic, sustainable, and better-for-you products with value alignment.
• Health-First Psychographics – Proactive self-care adopters with strong motivation for physical and mental well-being
  • Use case: Position holistic health services, sleep aids, stress relief tools, or health retreats.

Key Features

• AI-generated health and wellness intent scores
• 95%+ U.S. household coverage with lifestyle-based enrichment
• Delivered via HEM, match key, or identity spine for omnichannel activation
• Supports custom segment design based on emerging health trends

Use Cases

• Acquire high-propensity buyers for supplements, gear, or fitness apps
• Personalize marketing based on lifestyle, workout type, or wellness goal
• Launch targeted campaigns for organic, vegan, or clean-label food products
• Improve retention and engagement in digital fitness and mental wellness platforms
• Layer wellness propensities into CTV, OTT, email, and mobile campaigns
• Run promotional triggers based on seasonality (e.g., New Year goals, summer fitness)

Next Steps

• Request listing access
• Data Axle team will contact you to finalize audience, data cut, and delivery method / frequency
• Need a Custom Audience? We deliver tailored segments within 5–10 business days

Business Needs

• 360-Degree Customer View
  • Build comprehensive profiles of health-conscious consumers by enriching your data with verified behavior across physical activity, nutrition, and wellness engagement.
• Customer Acquisition
  • Drive efficient acquisition of consumers highly motivated by health, longevity, and physical performance. Reach them across retail, food, fitness, or tech product lines.
• Demand Forecasting
  • Anticipate seasonal and behavioral shifts in fitness and wellness consumption (e.g., January spikes, post-summer resets) to time product rollouts and campaigns effectively.
• Identity Resolution
  • Unify digital and offline fitness signals into a persistent ID to support retargeting, sequential messaging, and subscriber lifecycle management.
• Market Segmentation
  • Segment by behavioral triggers like “Home Fitness Adopters,” “Supplement Heavy Users,” or “Wellness-Focused Millennials” to support precise targeting strategies.
• Audience Segmentation
  • Use AI to craft nuanced audience personas such as “Mindful Living Advocates” or “Performance-Oriented Gym Loyalists” and align products and messaging accordingly.
• Audience Activation
  • Deploy across digital, email, CTV, and programmatic to activate intent-aligned, health-conscious consumers with campaign-ready precision.