Um exemplo de polarização de mercados

Um exemplo daquilo a que se chama a polarização do mercado. Clientes underserved e overserved em desenvolvimento simultâneo num mesmo mercado:

"A growing segment of the U.S. population is making a significant sacrifice for physical fitness, and not just in sore muscles and pre-dawn wake-ups. More and more people are paying hundreds of dollars a month, or thousands a year, for personal workouts, special classes, and ever more luxurious gyms.
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By contrast, the average American spends a minuscule amount on getting in shape. Almost one-fifth of Americans are health club members, and the average U.S. club dues are $54 a month, or 1.2 percent of median household income, according to the latest data from the International Health, Racquet & Sportsclub Association, or Ihrsa, the fitness industry trade group.
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While midmarket clubs barely gained members, the number of budget club members grew 69 percent in 2015 alone, Ihrsa estimated last year. Much of this growth is driven by franchising, a trend that has brought outside money to the fitness industry."

Empresas com futuro escolhem o seu segmento e não tentam ser tudo para todos.

Trechos retirados de "Why You’re Paying So Much to Exercise"