An organizational identity communication manual for fit N trim fitness center

• Main Authors: Benignos, Angela Faye A., Bustamante, Ram Ezekiel V., Dela Cruz, Stephanie Gayle H.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Organizational sociology; Physical fitness centers; Fit N Trim Fitness Center; Organizational Communication
• Online Access: https://animorepository.dlsu.edu.ph/etdb_comm/58; https://animorepository.dlsu.edu.ph/context/etdb_comm/article/1083/viewcontent/2023_Benignos_Bustamante_DelaCruz_An_Organizational_Identity_Communication_Full_text.pdf
• Institution: De La Salle University

This study examined how Fit N Trim Fitness Center (Fit N Trim) communicates its organizational identity (OI) to members with reference to its goal of conveying a professional and home-like OI. The researchers utilized a qualitative design by employing semi-structured interviews with coaches, focus group discussions with members, and field observations to identify core features of the gym’s identity, including its shared values. The findings revealed that while members have a positive connotation about the gym, the organization’s legitimacy in the fitness field is threatened due to coaches having difficulties in communicating a balance of the gym’s home-like and professional nature. Further, three paradoxes of expressing OI emerged: understanding clients on a personal level but staying objective to their fitness goals, being approachable while maintaining strictness, and creating a familial environment but also acknowledging professional standards. To manage these paradoxes, the researchers produced a communication manual consisting of strategic communication tools to support Fit N Trim’s goal of communicating the ideal home-like and professional OI grounded on the organization’s shared values. Overall, the study contributes to the understanding of organizational values as drivers of strategic communication of OI.