Client Context
A leading connected fitness company was facing stagnant revenue after sales from its flagship product had flattened.
The Business Challenge
Following news-making growth for its core product and offerings, the company was looking for growth and had hypotheses for where to expand its product range into adjacent categories. Before making a large investment, they needed to evaluate the market potential of launching a new line of equipment in a related space. While the company was experienced at bringing new products to market, it wanted to understand its potential in this specific space, since this opportunity represented a new vertical and likely new customers beyond their existing customer base.
Capabilities Applied
- Growth Planning
- Market Sizing
- Pricing
- Concept Testing
Approach
HawkPartners applied a rigorous blend of census-aligned market sizing, concept testing, price sensitivity modeling, and consumer profiling. Through a largescale survey and TAM/SAM/SOM analysis, we identified the relevant audience, a highly engaged serviceable market, and clear price tiers that shaped revenue and product strategy.
Impact
By uncovering the motivations, barriers, and feature needs of distinct consumer segments within this new space —from advanced practitioners to price-conscious fitness generalists—HawkPartners delivered crisp guidance on product positioning, pricing, and go-to-market activation, enabling the client to confidently assess its opportunity in a new category.
