Author(s):
Gonçalves, Celina Raquel Nunes 
; Correia, Abel ; Diniz, Ana
Date: 2010
Persistent ID: http://hdl.handle.net/10198/9109
Origin: Biblioteca Digital do IPB
Subject(s): Fitness; Service attributes; Membership
Description
Physical activity is no longer seen only as leisure but it also became a need to wellbeing, health promotion, stress reduction and obesity combating (Tharrett & Peterson, 2006). Other reasons are added, which are related to harmony, body cult, aesthetics, ageing delay and emotional rebalance.
Gyms and Health Clubs (GHC) have tried to understand their consumers so as to gain better members (Green, 2005) - those who will not dropout – membership renewal. However, there are limits which required further research.
Considering the dimension of the fitness marketing in Portugal [in 2005 there were 1100 GHC for 480 000 members, with 4,8% average of participation (European Market Report, 2005)], the present study aims to find out to what extent the perception that the members have from GHC contributes to the intention to renew, through specific variables of positioning. Investigate what the member perceives and how this influences his behaviour.
