Personal trainer and marketing: strategies for client attraction and retention

• Autor(a) principal: Martins, Edson Guissone
• Data de Publicação: 2022
• Outros Autores: Mariotto, Renato Augusto, Bisetto, Leandro Augusto, Anversa, Ana Luiza Barbosa, Nascimento Júnior, José Roberto Andrade do, Oliveira, Daniel Vicentini de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Research, Society and Development
• Texto Completo: https://rsdjournal.org/index.php/rsd/article/view/30878
• topic: Marketing; Educação continuada; Especialização; Educação física.; Marketing; Continuing education; Specialization; Physical education.; Mercadotecnia; Educación contínua; Especialización; Educación Física.

This study aimed to analyze which marketing-related methods that physical education professionals, especially personal , use to attract and retain customers. Cross-sectional study, carried out with 72 Pprofessionals working in the area of ​​personalized training. A questionnaire with sociodemographic, academic and professional questions was applied. Data collection took place through an online form made available free of charge by Google Forms. The link developed to host the electronic questionnaire for the study was made available online through the researchers' social networks (WhatsApp, Instagram, Twitter and Facebook). The online questionnaire was open for the reception of responses for 90 days (from July 2019 to October 2019). The analysis was performed using the chi-square test, Fisher's exact test, binary logistic regression and the Hosmer-Lemeshow test (<0.05). We found the highest proportion of professionals with specialization in some area of ​​physical education who have a monthly income of more than three minimum (MW) (60.0%) and invest in marketing (66.7%), while there was a higher prevalence of professionals who consider the assistance to have a high financial cost/without relevance who have a monthly income of up to three MW (73.8%). In the crude analysis, only specialization in some area of ​​physical education was significantly associated with the highest monthly income of physical education professionals (p = 0.002). It is noteworthy that specialization was presented as a protective factor for higher monthly income, indicating that professionals who have specialization in some area of ​​physical education were 86% more likely to have higher monthly income (more than 3 MW) than professionals who do not have specialization. It is concluded that continuing academic education and investment in personal and professional marketing are intervening factors in the monthly income of the physical education professional who works as a personal trainer.