Identifying Marketing Challenges of Bodybuilding Clubs in Tehran During the COVID-۱۹ Crisis and Providing Solutions

The COVID-۱۹ crisis has caused significant damage to many businesses and industries. Bodybuilding clubs are among the businesses that have been severely affected by the current crisis. The aim of this study is to identify the marketing challenges faced by bodybuilding clubs in Tehran. This research is a qualitative study and has an applied objective. The research population consisted of owners of sports clubs in Tehran. Data were analyzed using thematic analysis. The identified challenges were classified into two categories: structural and marketing. The structural category was further divided into macro and micro branches, while the marketing challenges were divided into infrastructural and human resource subcategories. The participants in the study also suggested solutions corresponding to these challenges. Additionally, post-COVID economic recovery strategies were identified, including political, structural, and economic solutions. In conclusion, it is recommended that sports authorities quickly address the identified challenges by planning for the owners of bodybuilding clubs to prevent the closure and bankruptcy of a significant number of clubs. Furthermore, with government support, bodybuilding clubs can attract new investors, regulate the growth of sports service prices, and amend privatization laws during the current exceptional circumstances.

کلیدواژه ها:

COVID-۱۹ ، Sports Marketing ، Emergency Planning ، Bodybuilding Clubs ، Thematic Analysis