The health club owner is using benefit segmentation when marketing the facility as a center for weight loss to some consumers, a socializing place for others, and a family-friendly exercise spot for yet another group. Benefit segmentation divides the market based on the specific advantages or benefits consumers seek from a product or service. In this case:

• Marketing the club as a center for weight loss targets consumers motivated by fitness and health benefits related to losing weight.
• Promoting it as a place to socialize and meet like-minded people appeals to those whose primary benefit sought is social interaction and community.
• Advertising it as a family-friendly exercise place targets consumers looking for inclusive, family-oriented fitness experiences.

This approach clusters consumers according to their distinct needs and motivations, allowing the owner to tailor marketing messages and services to each segment effectively

. In summary, the owner is applying benefit segmentation by addressing different consumer groups based on the key benefits they seek from the health club.