A classe c também vai à academia: análise dos motivadores do consumo de academias low-cost

Abstract

The fitness market is one of the fastest growing both in Brazil and in the world, the business model of low-cost gyms stands out in the market for its accelerated growth and the proposal to make the practice of physical activity more accessible. The present study investigated the motivation factors that influence the consumption of low-cost gyms, with emphasis on the behavior of Class C. Data collection took place through an online questionnaire to a non-probabilistic sample for convenience of individuals who attend gyms, the questionnaire evaluated the motivation to practice physical activities in gyms, the determining factors in the choice, user satisfaction regarding employees, programs, services and facilities of gyms, as well as future intentions and general satisfaction of users, the final sample consisted of 175 respondents. The results obtained revealed that the most significant motivational factors for joining the services of these gyms are related to health. The findings also indicated that the factors that most influence the choice of low-cost users are the quality of the equipment, the quality of the services and the location. Identifying such factors is essential to understand consumer behavior of low-cost gyms and helps in the development of more effective decision-making strategies for gym management