Strategies to increase capture, retention, and reduce evasion of Customers in Gyms

Abstract

The number of gyms has grown worldwide as well as the number of people who seek this space to exercise in pursuit of a goal that can be aesthetic, health, or sports. With the growth of the market, the competitiveness between the academies was also high. The objective of this work is to analyze, through a literature review, the main strategies of the customer capture and retention, as well as to identify the reasons that lead to customer evasion and what to do to get around them. It was verified that the capitation of clients in academies should be performed with brand and product positioning, as well as advertising campaigns, especially digital marketing, to publicize the services and products offered by the academy. Retention strategies relate to the creation of an academic-client communication channel, the quality of the product and service provided, as well as rewards and benefits for old and active clients in the academy. The main causes of client evasion are the lack of time to practice physical exercises, the poor attendance provided by the employees, and the difficulty of socializing in the gym, these factors being avoidable with training programs with less time commitment, but still training to improve attendance and special classes and events that can promote socialization. This work may assist academy managers in the performance of their duties.

Keywords

• gym
• fitness market
• gym management
• marketing