Field & Intent perspective · October 26, 2026 · 4 min read
Start with the right population
SFIA reports a record 250 million Americans participating in at least one sport, fitness or leisure activity in 2025. That is broad participation context, not a count of customers available to any single business.
Define the customer you can serve
Narrow the question to a location, activity, need and purchasing situation. A beginner looking for a weekly lesson, a coach buying equipment and a club reviewing software are different markets even when they share a sport.
Bring demand and capacity together
Review customer enquiries, competitor offers, accessible locations, price expectations and your ability to deliver. A high-level statistic cannot answer those questions for you.
Choose a small next test
Before expanding, decide what would make the next step worthwhile. You might test a clearer introductory offer, improve a booking page or interview customers about an unmet need. Record the baseline and review the result before making a larger commitment.