Marketing to Women

It’s been four years since we started Fit Communications. After working our tails off for other people for decades and we were finally both living in the same city, we decided to create something that we loved. We’re health nuts. We go to the gym religiously, we eat healthy all the time, we sleep as much as we can and we laugh more than any two humans possible. As we both were formerly high performance athletes, we thought why not combine our marketing and communications experience and education with sport and health to create Fit Communications. So that’s what we did…and loved it.

In our third year of business, we really started honing in on this whole ‘girls and women in sport’ thing. I got the privilege to blog for the Female Coaching Network out of the UK representing female coaches heading to the 2016 Olympics. We created the Fitness Journal for Girls. We started creating events for girls to participate in sport in Winnipeg. We started inspiring women across the country to strive to make each day a little bit more positive and healthy. All of this was so inspiring and rewarding.

In 2017, we decided to expand our reach. We LOVE sport and health, and we are not ditching on it one bit, but we are wanting to reach more women with our knowledge and positive messaging. We both have degrees in psychology and sociology, we both love inspiring girls and women, and we both love marketing and business. So, we decided to expand our reach to really help businesses market to women. Marketing to women. For women. By women.

Let me share a few quick stats with you:

  • 85% of all consumer purchases are made by women
  • Women purchase over 50% of traditional male products, including automobiles, home improvement products and consumer electronics
  • Women influence up to 80% of all car purchases
  • Moms represent a $2.4 trillion market
  • 35% of mothers feel ‘pigeonholed’ by brands
  • 38% of women ages 20-40 don’t have children by choice or by chance
  • 59% of women feel misunderstood by food marketers
  • Roughly 75% of women identified themselves as the primary shoppers for their households
  • Women make 70% of all travel decisions
  • 91% of women said that advertisers don’t understand them

With such a huge amount of consumer power, we want to help businesses speak to women in a way that they feel understood. Women – when was the last time you saw a commercial for a vehicle that made you feel like they were speaking to you? How often do you go to a website and they bombard you with ads to the point that you shut it down? And why is it that if we’re the ones doing over half the buying of men’s products, that they don’t ever speak to us? We’re confused too. So, we want to help businesses get through the clutter. Advertise and market to women in a way that makes them connect to their business’s brand and increase the bottom line.

So as much as we love sport and health, you will start to see new stuff from us. We’ll still give you great info to make you and the people in your life achieve their healthiest self. But now we will also start inspiring you more with women in business, women that are “killing it” and brands that are “getting it”. We hope you love this new side of us as much as we do.

If you are a woman who owns her own business and wants to be featured in our Fit Communications blog, email us at If there is a business that you think is either knocking it out of the park or totally clueless on how to market to women, let us know! We’d love to help them or sing their praises.

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