Seasonality Management in a Boxing Gym - A Mixed-Methods Case Study of Company X

Abstract

This bachelor’s thesis investigated seasonality in the operations of Company X and developed methods for managing it. The start of this thesis came from the challenge experienced by the company, which was related to the clear seasonal variation in sales and customer flows during different seasons. The aim of the thesis was to find out how seasonal variation had materialized in the operations of Company X during the period under review and what measures the company could take in the future to manage this phenomenon and smooth out fluctuations in demand and sales. The aim was not to build a model predicting seasonal variation, but to describe the phenomenon based on historical data, customer experiences and to create development proposals based on them.

The research was conducted as a case study. Empirical data was collected in three stages. First, company X's sales data from 1/2023–10/2025 was analyzed, followed by a semistructured theme interview with the company owner. In the third stage, survey data was collected from members of the company. The sales data provided a quantitative picture of the seasonal rhythm, while the interview and survey deepened the understanding of the factors behind the phenomenon and the customers training behavior in different seasons.

The results of the case study showed that there is a clear and recurring seasonality in the operations of company X. Based on the research results and the knowledge base, development proposals were prepared for the client, which focused on improving schedule predictability and increasing training flexibility during quieter periods through advance seasonal scheduling and expanded training options.

The aim of the proposals was to support Company X in managing seasonality and strengthen the continuity of the company's operations.