Segmentation in sport services: a typology of fitness customers

• Main Authors: Josef Voráček, Eva Čáslavová, Jan Šíma
• Format: Article
• Language: English
• Published: Karolinum Press 2016-02-01
• Series: Acta Universitatis Carolinae: Kinanthropologica
• Subjects: fitness; segmentation; typology; customer; Latent Class Analysis; questionnaire survey
• Online Access: http://www.karolinum.cz/doi/10.14712/23366052.2015.30

This article considers customer typology in fitness centres. The main aim of our survey is to state the basic segments of fitness customers and create their typology. A survey was conducted on a sample of 1004 respondents from 48 fitness centres. We used questionnaires and latent class analysis for the assessment and interpretation of data. The results of our research are as follows: we identified 6 segments of typical customers, of which three are male (we called them student, shark, mature) and three are female (manager, hunter, and student). Each segment is influenced primarily by the age of customers, from which we can develop further characteristics, such as education, income, marital status, etc. Male segments use the main workout area above all, whilst female segments use a much wider range of services offered, for example group exercises, personal training, and cardio theatres.