Fitness industry is an important segment of sports economy worldwide. The number of registered members in fitness clubs has shown a slow, but steady increase. The key objective of our research is to look into the fitness sector in terms of both the demand and supply sides, from the aspect of the fitness providers, as well as of fitness consumers using these services. We are aspiring to explore the training session attendance-related habits of consumers in the Hungarian fitness sector and investigate the factors, features influencing the attendance of the specific trainers’ sessions. Our research focuses on fitness trainers and leisure-time sportspeople who attend gym sessions and therefore the sample may only include people who meet these parameters. As our primary research method, we used interviews and questionnaire survey among fitness trainers and consumers. We asked a total of 753 leisure-time sportspeople and 261 trainers. Our research covers the study of training habits of fitness consumers and a personality analysis of fitness trainers. We think our research results support our fundamental hypothesis that the competitiveness of gyms could be improved by gathering informations on the consumers training habits and selecting the proper experts (trainers).
Our study aims to discover what reasons justify the physical activity of fitness consumers, and how the motivation of this physically active group can be maintained, which then may contribute to maintain a healthy society in the long run. Of the primary research procedures we chose to use the questionnaire survey method. We used cluster analysis for which we used principal components that were created with factor analysis to determine what groups can be established based on responses to the questions related to motivation and the factors that influence their choices of facilities. Based on the rank order of motivations influencing attendance of fitness sessions, fitness consumers were stratified into four different clusters. Then, segmentation of the consumers was done based on the factors influencing their choices of facilities. Our results lead to the conclusion that the motivation of consumer groups identified in our research can be sustained in the long run, the less active groups can be better involved and attracted to sports offered by fitness centres, on condition the fitness studios reliably serve these needs and provide the expected variety of services and hygienic conditions.