Post-pandemic fitness trends and consumer behavior in B2C fitness marketing: Case Levi Wellness Club
Nessling, Katariina (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053116818
https://urn.fi/URN:NBN:fi:amk-2023053116818
Tiivistelmä
This research-based thesis investigates the post-pandemic fitness trends and consumer behavior in the fitness industry applying these to the marketing actions of Levi Wellness Club. As the Covid19 has subsided, consumers have either returned to their routines or have adopted new habits in health and fitness. The author saw an opportunity to conduct the research since the fitness industry’s recovery is starting to show.
The research was conducted as mixed-method research. Both primary and secondary data were used to collect data. Primary research was collected through an interview, where the marketing specialist of Levi Wellness Club was interviewed to get information about the current actions of the management in terms of marketing and how they meet or could meet the consumers’ needs and preferences. Additionally, the author conducted an online survey (n=58). The sample was Levi Wellness Club’s customers. The survey used the Theory of Planned Behavior as a framework to study consumers’ attitudes, subjective norms, and perceived behavior toward exercising.
The fitness trends for the year 2023 were studied to investigate similarities between the interests of the customers of Levi Wellness Club and the global and European trends. Additionally, to evaluate the marketing operations of Levi Wellness Club, the theories of experiential marketing and Lauterborn’s 4C marketing model were used as a theoretical framework to recognize the marketing operations of Levi Wellness Club and how those could be emphasized.
The research found that there is a growing interest in health and fitness and its benefits to consumers. Even though the routines or goals haven’t faced major changes, the intentions to exercise have been shaped. Customers at Levi Wellness Club have adopted a versatile way of exercising. Maintaining fitness was the main mattering factor for the customers and their decisions to return to exercise at Levi Wellness Club. The atmosphere at the gym and staff received high scores as a factor and was very important for them. Results indicate a high level of customer engagement and a strong relationship with Levi Wellness Club as a brand. Regarding fitness trends, the customers mainly enjoy and are interested in strength training, functional training, outdoor activities, bodyweight training, and wearable technology.
The author suggests Levi Wellness Club emphasize its expertise and authenticity to retain its strong connection with customers and acknowledge their fitness interests as well as promote its brand message of promoting public health through multi-channel communication. These include using social media, events, and collaborations as channels for conveying the message to maintain existing customers and attract new ones.
The research was conducted as mixed-method research. Both primary and secondary data were used to collect data. Primary research was collected through an interview, where the marketing specialist of Levi Wellness Club was interviewed to get information about the current actions of the management in terms of marketing and how they meet or could meet the consumers’ needs and preferences. Additionally, the author conducted an online survey (n=58). The sample was Levi Wellness Club’s customers. The survey used the Theory of Planned Behavior as a framework to study consumers’ attitudes, subjective norms, and perceived behavior toward exercising.
The fitness trends for the year 2023 were studied to investigate similarities between the interests of the customers of Levi Wellness Club and the global and European trends. Additionally, to evaluate the marketing operations of Levi Wellness Club, the theories of experiential marketing and Lauterborn’s 4C marketing model were used as a theoretical framework to recognize the marketing operations of Levi Wellness Club and how those could be emphasized.
The research found that there is a growing interest in health and fitness and its benefits to consumers. Even though the routines or goals haven’t faced major changes, the intentions to exercise have been shaped. Customers at Levi Wellness Club have adopted a versatile way of exercising. Maintaining fitness was the main mattering factor for the customers and their decisions to return to exercise at Levi Wellness Club. The atmosphere at the gym and staff received high scores as a factor and was very important for them. Results indicate a high level of customer engagement and a strong relationship with Levi Wellness Club as a brand. Regarding fitness trends, the customers mainly enjoy and are interested in strength training, functional training, outdoor activities, bodyweight training, and wearable technology.
The author suggests Levi Wellness Club emphasize its expertise and authenticity to retain its strong connection with customers and acknowledge their fitness interests as well as promote its brand message of promoting public health through multi-channel communication. These include using social media, events, and collaborations as channels for conveying the message to maintain existing customers and attract new ones.