Identifying Factors Affecting the Increase in Customers of Gyms and Fitness Clubs in Tehran

Introduction: This paper aimed to explore and analyze the critical factors that contributed to the growth of customer bases in gyms and fitness clubs in Tehran.Methodology: This study employed a qualitative research methodology to investigate the factors influencing customer growth in gyms and fitness clubs in Tehran. It utilized semi-structured interviews with ۱۲ experts, including gym owners, trainers, and marketing professionals. Participants were selected through purposive sampling, and interviews were conducted in-person and via video conferencing, lasting ۳۰ to ۴۵ minutes each. Thematic analysis was used to identify key themes from the transcribed interviews.Findings: The findings of this study revealed six key themes that influenced customer growth in gyms and fitness clubs in Tehran, including location and accessibility, pricing strategies, quality of facilities and equipment, staff expertise and customer service, community engagement, and effective marketing.Conclusion: The findings emphasize the need for a multifaceted approach to thrive in a competitive market. One suggestion based on the findings is for gym owners to implement targeted community engagement initiatives, such as hosting free fitness workshops and local health events, to enhance visibility and build a sense of belonging among potential customers. By actively involving the community and showcasing their facilities and expertise, gyms can attract new members while fostering relationships that encourage long-term loyalty.

کلیدواژه ها:

Gyms and Fitness Clubs ، community engagement ، Customers