Understanding The ICP

Ideal Customer Profile (ICP)

There can be many potential ICPs for any product. The real challenge is prioritizing who matters most.

To narrow it down, I followed April Dunford’s approach from Obviously Awesome: mapping our product’s features, benefits, and value, then asking, “Who truly cares about the value we deliver?”

I combined that with a custom framework that evaluates each group by adoption rate, usage frequency, distribution potential (word of mouth), and TAM and this helped me identify the top three ICPs with the highest impact and scalability.

Meet our ICPs:

1. The Greek Gods 💪

Performance-driven fitness enthusiasts who treat their bodies like projects. They count macros, track progress, and live by discipline. Gym time is sacred, and everything they consume must serve a purpose.

2. The Hubermans 🧠

High-earning tech and finance (bros) professionals obsessed with optimization, longevity, and data-backed health routines. They listen to Andrew Huberman, Naval, track their HRV, and probably takes AG1 every morning.

3. The IT Girls 💅

Trend-driven urban professionals who merge wellness, fashion, and social influence. They follow TikTok creators, do Pilates, drink matcha, and curate everything from skincare to snacks for aesthetic and social appeal.

🧍‍♂️Basic Demographics:

Characteristic 💪 Greek Gods🧠 Hubermans💅 IT Girls
Age22–3228–4023–32
Gender70% Male / 30% Female85% Male95% Female
LocationNYC, Miami, Austin, LASF, NYC, Austin, SeattleNYC, LA, Miami, Chicago
OccupationFitness trainers, influencers, coachesTech, finance, startup foundersMarketing, PR, fashion, corporate
Monthly Income$3K–$8K$10K–$30K+$4K–$10K
Relationship StatusSingle / DatingMarried / RelationshipSingle / Dating
Lives WithRoommates / soloPartner or soloRoommate or solo
KidsNoneFew, planning laterNone

📱 Apps They Use:

Category💪 Greek Gods🧠 Hubermans💅 IT Girls
SocialInstagram, TikTok, YouTubeTwitter, LinkedIn, InstagramTikTok, Instagram, Pinterest
EntertainmentYouTube, SpotifyYouTube, Spotify (podcasts)Netflix, YouTube, Prime Video
ShoppingAmazon, Gymshark, GNCAmazon, Lululemon, Thrive MarketSephora, Net-a-porter,
GroceriesWhole Foods, Trader Joe’sWhole Foods, Targets, Costco, InstacartWhole Foods, Erewhon, Instacart
HealthMyFitnessPal, StrongWhoop, EightSleep, LevelsClassPass, Flo, Strava
ProductivityNotion, NotesNotion, Slack, DiscordNotion

⏰ Time Spent (Outside Work):

Category💪 Greek Gods🧠 Hubermans💅 IT Girls
OfflineGym, content creationConference, Tech EventsPilates, Wellness events
OnlineYouTube, Reddit, InstagramTwitter, Podcasts, SubstackTikTok, Instagram, Pinterest
EventsHyrox, Mr. OlympiaComedy showsRun clubs
SportsNFL, MLB, BodybuildingFormula1, GolfNFL, Reality shows

🌟 Role Models:

💪 Greek Gods🧠 Hubermans💅 IT Girls
Chris Bumstead, Tom BradyAndrew Huberman, Naval RavikantTaylor Swift, Alex Earle

🎥 YouTube Channels:

💪 Greek Gods🧠 Hubermans💅 IT Girls
Jeff Nippard, Sam Sulek, Will TennysonHuberman Lab, MKBHDEmma Chamberlain, Alix Earle

🎯 Goals:

Type💪 Greek Gods🧠 Hubermans💅 IT Girls
PersonalBuild body, gain disciplineLongevity, clarity, vitalityLook good, feel good, stay trendy
ProfessionalGrow social presence / fitness brandCareer success, wealth, statusCareer growth, personal brand, online influence

🎨 Hobbies:

💪 Greek Gods🧠 Hubermans💅 IT Girls
Lifting, filming, sportsSupplements, biohacking, meditationPilates, skincare, content creation

🍎 Snack Preferences:

💪 Greek Gods🧠 Hubermans💅 IT Girls
Protein bars, yogurt, rice cakesYogurt, mixed nuts, jerkyYogurt bowls, smoothies, granola

“People do not care how much you know until they know how much you care.”

– Teddy Roosevelt