Peculiarities of the activity of fitness clubs in conditions of quarantine restrictions
DOI:
https://doi.org/10.15391/snsv.2021-5.011Abstract
Purpose: to determine the peculiarities of the activities of fitness clubs in conditions of quarantine restrictions.
Material and methods: during the implementation of the set goals, the following research methods were used: analysis of literary sources, organizational analysis, questionnaires, methods of marketing analysis (PEST analysis), media research of the Internet audience (Opinion Software Media), methods of mathematical statistics. The study was conducted on the basis of 3 fitness clubs in Kharkov (Pheromone, Malibu, Safari). The survey was attended by managers, administration and trainers of fitness clubs - 57 people. The method of marketing analysis (PEST analysis) was used to analyze the degree of influence of macroenvironmental factors on the efficiency of the functioning of fitness clubs. The study involved 22 people with appropriate qualifications and access to information.
Results: the main factors of the marketing environment influencing the activities of fitness clubs were identified; disclosed the content of the target guidelines for the use of social networks when choosing a fitness club; the reasons for the interaction of users with the pages of fitness clubs in social networks and with official sites have been determined.
Conclusions: changes that have occurred in the external environment of fitness clubs over the past two years have led to a reorientation of their professional activities. The epidemiological situation forces fitness clubs to look for new forms of training in order to make a profit. The introduction of quarantine restrictions served as an impetus for the expansion of the socio-economic areas of work of fitness clubs on the Internet. This area is actively developing, despite the economic crises and various external and internal obstacles. Based on the results of the study, the features of the activity of fitness clubs in conditions of quarantine restrictions have been determined. The study of the marketing environment of fitness clubs determined a high degree of influence of demographic factors - the state of health of the population and the epidemiological situation in the country and the city (105 points). It is estimated that 42% of users use social media to express their opinions and 39% turn to online sources to read reviews of sports products, fitness services or fitness clubs. Fitness clubs most actively use Internet technologies to receive banking and financial services (87,7%) and interact with consumers (81,6%).
Keywords: fitness club, Internet, Internet marketing, quarantine restrictions.
References
Зацна Л. Я. (2013), «Іноваційні можливості застосування комунікацій в Інтернет-маркетингу», Галицький економічний вісник, No4 (43), С. 214-221.
Зінюк А. В. (2013), «Роль сучасних мас-медіа в популяризації масового спорту та здорового способу життя», Вісник ОНУ ім. І.І. Мечникова. Соціологія і політичні науки. Одеса, Т.18, Вип.2(18), Ч.1, С. 260-266.
Ленова Ю.О., Бондар А.С., Стадник С.О. (2020), «Підвищення ефективності управління вітчизняними фітнес-клубами у сучасних умовах функціонування», Слобожанський науково-спортивний вісник, No 6, С. 81-86.
Середа Н. В. (2019), «Організаційні аспекти використання інтернет-маркетингу в діяльності фітнес-клубу», Слобожанський науково-спортивний вісник, No6К, С. 89-92.
Стадник С. (2018), «Діяльність фітнес-клубів у місті Харкові», Слобожанський науково-спортивний вісник, No 2, С. 58-62.
Зміни до постанови від 02.06.2020 р. No 33 «Тимчасові рекомендації щодо організації протиепідемічних заходів в деяких закладах фізичної культури та спорту на період карантину у зв’язку з поширенням коронавірусної хвороби (COVID-19)», Міністерство охорони здоров’я України, 2021, 5 с. URL:https://moz.gov.ua/article/news/pravila-roboti-u-zhovtomu-ta-chervonomu-rivnjah-epidnebezpeki.
Bairner A. (2018), Sport, nationalism, and globalization: European and North American perspectives. New York: State University of New York Press, 227 p.
Crouhy M., Galai D., Mark R. (2020), Risk Management. New York: McGraw-Hill Education, 744 p.
Damodaran A. (2016), Strategic Risk Taking: A Framework for Risk Management. Pennsylvania: Pearson Prentice Hall, 408 p.
Williams J., Chinn S. J. (2010), «Meeting relationship-marketing goals through social media: A conceptual model for sport marketers», International Journal of Sport Communication, No. 3, pp. 422–437.
Ukrainian internet asociation: офіційний веб-сайт URL:https://inau.ua/proekty/doslidzhennya-internet-audytoriyi
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Our publications make use of copyright CREATIVE COMMONS open access journals.
Authors published in this journal agree to the following terms:
1 The authors reserve the right of authorship of the work and pass the journal right of first publication of this work are licensed under the Creative Commons Attribution License, which allows others to freely distribute the published work with reference to the authors of the original work and the first publication of this magazine.
2 The authors have the right to enter into separate agreements for additional non-exclusive distribution of work in the form in which it was published the magazine (such as work place electronic repository institution or publish as part of the monograph), provided that the reference to the first publication of this magazine.
Attention, authors!
