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 is considering expanding his business into neighboring cities. He was a good enough

college player that he has name recognition inside the state. What type of segmentation

would he be using if he decides to expand into neighboring cities?