COMMUNICATION MANAGEMENT TO INCREASE THE ATTRACTIVENESS AND PROFIT OF FITNESS CENTERS

Nowadays, people are increasingly aware of the importance of a healthy lifestyle, which includes proper nutrition and engaging in sports activities. Sports and physical activity play an important role in all aspects of human life because they improve the quality of life and have positive effects on both mental and physical health. Anyone who is engaged in any sports activities reduces the risk of illness and has a more positive attitude towards life. Therefore, the existence of a fitness center is justified, and there is a growing interest in programs which can positively impact on a person in all aspects of their physical, mental, and social life. The purpose and the aim of this study is to find the most convenient way of communication of a fitness center with target groups of potential future clients. Current members’ preferences regarding the quality of training and possible improvements and means of advertising, were determined through a questionnaire along with how much they are willing to pay for the provided services. The analysis of the results pointed out the best direction to follow in the fitness center business to help to guide development, and ensure the satisfaction of present and prospective members. It was concluded that fitness centers underutilized the marketing activities needed to promote their activities and cement their position in the market.