Developing a VIP Gym Membership : a service development task

Abstract

This study explores how a VIP membership model could be improved to make it more appealing to current members and increase its value for both existing and potential customers. The theoretical framework explores the environment of a Finnish fitness centre and service design principles and customer relationship management. The study employs a mixed-method approach through an online questionnaire and semi-structured interviews to gather data from the fitness centres members. Results of these two methods revealed that the gym’s clientele is active and overall satisfied, and provided viable, real-life changes and improvement recommendations for the gym. Future studies could investigate the financial feasibility of implementing these changes and analyse the long-term impact on customer retention and satisfaction among members.