The product, Muscle Wizard, is a self-massage tool designed to apply gentle, pain relieving compression to tight, knotted muscles and trigger points.
The product is marketed to mostly consumers, with health and fitness professionals being the secondary market.
The market is primarily the wellness and sports market. The following should give you a few links to get an idea about the market:
Health and wellness market.
Sports injury market
Health and wellness competition:
back buddy at bodyback.com
sports injury market:
the stick at http://www.thestick.com
foam rollers at http://www.tptherapy.com
PLEASE NOTE: This is not a 'fitness' product. Please balance out the design with something mid way between fitness and health. If i had to choose from the competitors above, it's more theracane and back buddy than it is 'the stick' or the tptherapy foam rollers. The following avatars should give you a good idea about the range of customers:
Avatar 1: 45 year old woman. Works in an office all day. Suffers from chronic low back and neck pain. Needs something to use at work and home to help take care of her sore muscles. She's not particularly fit and has no time for exercises.
Avatar 2: Mid 20's to early 30's man or woman. Fit. Participates in sporting activities like Cross Fit, does marathons, rock climbing, etc. They understand the importance of going for regular massage or physical therapy for their muscles. They want something they can use themselves when they're on the road competing in various sporting activities.
I selected the 'medical and pharmaceutical' industry but it's a balance with health, physical fitness and sports.