Factors Affecting Success in Fitness Businesses

Abstract

The aim is to evaluate the factors affecting the success of fitness businesses from the perspective of facility managers. In the study that the qualitative research method was used, data were collected by interview technique. Criterion sampling, one of the purposeful sampling methods, was preferred in determining the study group. The sample group of the study consisted of people who have had at least five years of experience in the fitness industry and are in managerial positions. Face-to-face interviews were held with 26 volunteer managers with these characteristics, and a semi-structured interview form, prepared by the researcher, was used. The data obtained was analyzed by content analysis. According to the answers of participants, the factors affecting the success of fitness businesses are grouped into four categories, in order of importance: “facility”, “program”, “customer services” and “marketing. In the facility category, cost, price, location, cleanliness, commitment, equipment, and size; in the program category, service range and group exercises; in the customer services category, qualified employee, and communication; in the program category, recommendations, social networks, and special discounts codes come into prominence. As a result, there are implications for fitness businesses that want to stay ahead of their competitors and succeed in encouraging exercise habits and getting more people involved in physical activity.

Keywords

• Fitness sector
• Fitness businesses
• Fitness facility
• Fitness management
• Sport Center

Fitness İşletmelerinde Başarıyı Etkileyen Faktörler

Öz

Bu çalışmanın amacı, fitness işletmelerinin başarısını etkileyen faktörlerin tesis yöneticileri açısından değerlendirilmesidir. Nitel araştırma yönteminin kullanıldığı çalışmada veriler görüşme tekniği ile toplanmıştır. Çalışma grubunun belirlenmesinde amaçlı örnekleme yöntemlerinden ölçüt örnekleme tercih edilmiştir. Çalışmanın örneklem grubunu fitness sektöründe en az beş yıl deneyimi olan ve yönetici pozisyonunda bulunan kişiler oluşturmuştur. Bu özelliklere sahip 26 gönüllü yönetici ile yüz yüze görüşmeler yapılmış̧ ve araştırmacı tarafından hazırlanan yarı yapılandırılmış̧ görüşme formu kullanılmıştır. Elde edilen veriler içerik analiziyle çözümlenmiştir. Katılımcılardan gelen cevaplara bakıldığında, fitness işletmelerinin başarısını etkileyen faktörler önem sırasıyla ‘tesis’, ‘program’, ‘müşteri hizmetleri’ ve ‘pazarlama’ olarak dört kategoride toplanmıştır. ‘Tesis’ kategorisinde ‘maliyet’, ‘fiyat’, ‘konum’, ‘temizlik’, ‘bağlılık’, ‘ekipman’, ve ‘büyüklük’; ‘program’ kategorisinde ‘hizmet yelpazesi’ ve ‘grup egzersizleri’; ‘müşteri hizmetleri’ kategorisinde ‘nitelikli çalışan’ ve ‘iletişim’; program kalitesinde ise ‘tavsiyeler’, ‘sosyal ağlar’ ve ‘özel indirimler’ kodları ön plana çıkmaktadır. Sonuç olarak, egzersiz alışkanlıklarını teşvik etme ve daha fazla insanı fiziksel aktiviteye dahil etme konusunda rakiplerinin önüne geçmek ve başarılı olmak isteyen fitness işletmelerinin yerine getirmesi gereken çıkarımlar mevcuttur.

Anahtar Kelimeler

• Fitness sektörü
• Fitness işletmesi
• Fitness tesisi
• Fitness yönetimi
• Spor merkezi

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