Unlikely allies

Lance is a customer at the gym you own.
He goes to the gym to keep fit and look good.
His wife has just had a baby.

Nathan is a customer too.
He goes to the gym on Doctor’s orders.
His wife has just had a baby.

Lots of your other customers come to your gym to keep fit or because the Doctor said so. Those are obvious target markets.

But what about antenatal classes?  Did you consider marketing there?