Segmenting fitness centre clients

• Autor(a) principal: Teixeira, Mário Coelho
• Data de Publicação: 2009
• Outros Autores: Correia, Abel
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10174/34848; https://doi.org/Teixeira, M., & Correia, A. (2009). Segmenting fitness centre clients. International Journal of Sport Management and Marketing, 5(4), 396-416. https://doi.org/10.1504/IJSMM.2009.023368; https://doi.org/10.1504/IJSMM.2009.023368
• topic: sport management; fitness centre; marketing strategy; cluster analysis

This study segments the clients of fitness centres in the Portuguese island of Madeira based on cluster analysis. A questionnaire with 121 observations is used to examine the motivation profiles. The findings reveal that there are three segments in the data: the first is denominated as the ‘happy consumer’ segment. The second segment consists of the ‘unhappy consumers’ and the third are composed of the unmarried, unattached consumers. The managerial implications of the results are derived.