“Because i choose to”: reasons for women to choose boutique fitness centers

Objectives: The aim of this study is to investigate the women’s perspective about boutique fitness center and explain their opinions through service quality dimension and demands of these customers. Methodology/Approach: The study was in qualitative research technique and phenomenology pattern was used. The study sample consisted of 9 female customers of a private boutique fitness centers selected. The data was collected through face-to-face interview and content analysis method was used in the analysis of the data. Main results: The results show that female participants’ opinions about preferring the boutique fitness centers are linked in the sub-themes as Socialization, Physical Changes, Location & Transport, Security, Customer-oriented, Environment and Program of the theme Preference Reasons. In conclusion, the most significant factors affecting participants to take part in boutique fitness centers are physical changes, socialization and program. Theoretical and methodological contributions: The paper theoretically contributes to the literature related to boutique fitness centers by revealing reasons for female customers to choose boutique fitness centers in terms of experiential point of view.