Background
Bare Performance Nutrition (BPN) is a fitness and lifestyle supplement brand founded by veteran and endurance athlete Nick Bare, focused on helping people push their physical and mental limits. Known for its clean ingredients and transparent formulas, BPN offers high-quality products designed to fuel performance, discipline, and long-term health.
STC 200 Class Project | Bare Performance Nutrition
Strategist | Charlie Goldman
Objective
Bare Performance Nutrition is targeting a 20% boost in brand equity among empty-nester consumers (ages 48–53) by the end of 2023. This demographic creates a natural bridge between BPN’s athlete-driven roots and everyday wellness seekers—proving that peak performance doesn’t end with age, it just evolves.
Consumer
Sally is a newly empty-nester who is 48-53 years of age. For the past 20 years, Sally’s life has revolved around her kids. As a stay-at-home mom, she has spent hours throughout the day running errands, driving the family around to various appointments, cooking meals and cleaning the house. With two of her kids off at college, one starting her own life, and her husband still working 40 hours a week, her life has changed dramatically. Sally lives in a nice suburb outside of Austin, TX and wants to take advantage of her newly found time to create healthy and active hobbies. This segmentation is currently the most important to the BPN brand. The maternal empty-nester is looking for a new lifestyle, one filled with wellness, health, and purpose. Bare Performance Nutrition is in the business of helping people find their full potential.
Sally is currently embarking on a new chapter in life as her children leave home. Karen Strauss, a partner, chief strategy, and creativity officer at Ketchum Public Relations was quoted stating “[empty-nesters] develop profound interests in new products and adventures.” This era is an important time for Sally to find out what she is capable of and regain her natural sense of curiosity.
Insight
With every new chapter in life, a new sense of curiosity is born.
Strategy
Introduce BPN to empty-nester women as a partner in their next chapter—one filled with purpose, health, and renewed energy. By aligning BPN’s message of peak performance with this audience’s desire for self-discovery and wellness, the brand can redefine what strength looks like at any age.
Curiosity will find your next passion, BPN will help you achieve it.
