Cornell was a high$-$level college athlete until he tore his ACL and ended his playing career. At one point, his name was discussed as a possible draft pick. He was a serious student and worked hard to earn his degree in business with his athletic scholarship paying the way. After graduation, he worked in marketing for a large sporting goods company, and he has been saving his money to start his own business. Now, after $10$ years, he is ready to launch his business.

Cornell purchased some land and erected a building large enough for indoor courts for basketball, racquetball, and exercise equipment. However, he hasn't decided which market to pursue. His first thought was to tailor the offerings to kids that needed some physical activities. Cornell also realized that there was a potential adult market he could also serve with night classes in aerobics, spin, and weight training.

He also knows that fitness goals come in all levels. Some consumers want to sculpt their bodies and have chiseled physiques. Others, primarily the older consumers, just want to maintain their health and live active lifestyles. And some people just want to socialize and have fun. He also recently realized that he should devote some space for product sales with athletic wear, energy drinks, and high protein snacks available. Cornell also knows he can promote his business using social media given his tech skills. However, his first step is to decide on his target market.

Cornell decided to target the older consumers that want to maintain their health and mobility. This group were financially capable of paying for the service and many were retired so preferred coming to the facility during the day. What type of segmentation is Cornell using?

$$ usage rate

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$$ age and life$-$cycle