Wearable devices are part of the next wave of growth and innovation in personal computing, a phenomenon we call "smart body, smart world." Wearables could target any use case, from gaming to productivity, but many of the products flooding the market today focus on a single use case: fitness. In this report, we use Forrester's Consumer Technographics® data to examine the question of who is the target customer for fitness wearables and make recommendations for product strategists who are participating in or considering entering this market.