Impact of the COVID-19 pandemic on motivation and marketing issues of physical education professionals

• Autor(a) principal: Santos, Tatiana dos
• Data de Publicação: 2023
• Outros Autores: Ribeiro, Andressa de Oliveira, Hahns-Júnior, Higino Carlos, Diniz, Michael Macedo, Kogure, Gislaine Satyko, Quintão, Ronan Torres, Zecchin, Arthur, Ribeiro, Victor Barbosa
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Caderno de Educação Física e Esporte
• Texto Completo: https://e-revista.unioeste.br/index.php/cadernoedfisica/article/view/31307
• topic: educação física; academias de ginástica; marketing; desafios financeiros; COVID-19; Pandemia Covid-19; Physical Education; fitness centers; marketing; financial stress; COVID-19; Covid-19 pandemic

BACKGROUND: Due to the pandemic scenario caused by the virus that causes the COVID-19 disease, several containment measures were taken to prevent the spread of the virus in Brazil. In this sense, social distancing was widely recommended, which economically affected mainly segments of activities considered non-essential, such as gyms.OBJECTIVE: The present study aimed to analyze economic issues and marketing strategies adopted by physical education professionals in the fitness area in order to understand how these aspects were configured between February and June 2020.METHODS: A questionnaire was applied, through the LimeSurvey platform, with sociodemographic questions related to the theme of this research. For tracking the participants, they were recruited via Instagram and Facebook.RESULTS: A total of 554 professionals participated in the study. It was verified that the month of April 2020 was the most harmful, that there was a decrease in revenue, hourly values, as well as in the number of sessions offered. In addition, maintaining and attracting new clients only occurred to a portion of these professionals. Finally, the increased activity of professionals on the network and greater use, from a proportional point of view, of lives and promotions can be seen.CONCLUSION: To the detriment of the pandemic, changes were noted both in economic terms and in the marketing strategies of physical education professionals in the fitness area, in addition to the fact that adjustments and/or innovations had to be made in their work. The reduction in the hourly price as a strategy to increase customer acquisition, adoption of synchronous and asynchronous remote assistance and, consequently, greater use of applications, platforms and/or software for professional activities were among the most pronounced changes.