In the very beginning, we recommend talking with customers and people who understand your potential target market in a very open ended way to help refine your hypothesis of who your customer is.

FORBES: Getting The Most Out Of 'Getting Out Of The Building'

His target customer: the gym rat who does three or four intense workouts a week, a potential audience his research estimates at more than 10 million, including those who like hitting the heavy bag in the basement at home.

FORBES: Sports Business