Investigating the marketing strategies of the health and fitness sector in Greece; the managers' perspective

Abstract

The health and fitness sector is systematically growing worldwide and is considered a vibrant business area shaped by many innovations while showing great potential for professional development and marketing strategies. In Greece, low-cost and budget gyms as well as boutique fitness studios emerged as a popular business model among health club operators demonstrating a remarkable increase nationwide following the global fitness industry trends. However, previous research focusing on implementing marketing strategies to attract and retain customers in the Greek fitness industry is scarce. The primary aim of the present study was to investigate: I) which are the marketing strategies implemented in order to attract and retain customers, ii) whether these marketing actions are differentiated depending on whether: A) the fitness companies are multipurpose gyms, boutique/personal training studios or CrossFit-like clubs and b) they operate in metropolitan areas (e.g., Athens and Thessaloniki) or in the province of Greece. A cross-sectional online survey was conducted between May 15 and June 5, 2020. The questionnaire used a 4-point Likert scale and was validated internally as required. A total of 631 questionnaires were collected corresponding approximately to 25% of all companies operating in the fitness sector nationwide. Results showed that promotion through social media was the primary customer attraction action. Attractive prices as well as frequent equipment renewal and facilities' renovation/ maintenance were the most popular members' retention strategies. Top marketing attraction and retention strategies were mediated by the different fitness centers' business type and location. Much needs to be done in order for the fitness industry in Greece to grow in terms of marketing.