Development of group exercise services for existing customers who do not use the services
Jauhiainen, Mikko (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060921765
https://urn.fi/URN:NBN:fi:amk-2025060921765
Tiivistelmä
Group exercise services are a cornerstone of Kuntomaailma’s business. Within the company there has been a strong feeling that these services are of very high quality. This study examines the quality of Kuntomaailma’s group exercise services from the customer’s point of view to better understand what is behind that feeling of quality and where are the areas of improvement for Kuntomaailma.
The thesis was conducted as quantitative research. Data collection was conducted via a questionnaire, in which the goal was to find out how the respondents view the group exercise services of Kuntomaailma, how their own motivation towards training affects the service choices, and how big is the power of recommendation in relation to exercising.
The research results show that the group exercise services of Kuntomaailma are of very high quality and the range of services they offer is solid. However, there is definitely a larger threshold in trying out group exercise compared to regular gym exercise. Social pressures, fear of not being able to keep up with others, and scheduling issues are among the topics that raise the threshold. On the contrary, getting recommendations from familiar people is something that helps in lowering the threshold of trying out group exercise. The research results validate the pre-existing feeling of the quality of Kuntomaailma’s group exercise services.
In conclusion, it can be stated that the group exercise services of Kuntomaailma are of excellent quality. A larger threshold towards trying out group exercise in the customers’ minds remains a challenge for Kuntomaailma. Word-of-mouth recommendations can tackle that issue together with the data that this thesis provided about the quality of the services. A constant monitoring of the fitness industry and the trends related to group exercise helps the commissioner stay on top their customers’ wants and needs and enables Kuntomaailma to offer services that are relevant and meaningful to the customers.
The thesis was conducted as quantitative research. Data collection was conducted via a questionnaire, in which the goal was to find out how the respondents view the group exercise services of Kuntomaailma, how their own motivation towards training affects the service choices, and how big is the power of recommendation in relation to exercising.
The research results show that the group exercise services of Kuntomaailma are of very high quality and the range of services they offer is solid. However, there is definitely a larger threshold in trying out group exercise compared to regular gym exercise. Social pressures, fear of not being able to keep up with others, and scheduling issues are among the topics that raise the threshold. On the contrary, getting recommendations from familiar people is something that helps in lowering the threshold of trying out group exercise. The research results validate the pre-existing feeling of the quality of Kuntomaailma’s group exercise services.
In conclusion, it can be stated that the group exercise services of Kuntomaailma are of excellent quality. A larger threshold towards trying out group exercise in the customers’ minds remains a challenge for Kuntomaailma. Word-of-mouth recommendations can tackle that issue together with the data that this thesis provided about the quality of the services. A constant monitoring of the fitness industry and the trends related to group exercise helps the commissioner stay on top their customers’ wants and needs and enables Kuntomaailma to offer services that are relevant and meaningful to the customers.