A study on factors affecting private gym membership: on female sign ups and consumer loyalty amongst females

• Main Author: Chan, Casper Teck Soon
• Other Authors: -
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2023
• Subjects: Science::General
• Online Access: https://hdl.handle.net/10356/171861
• Institution: Nanyang Technological University

The present study aims to explore the influential factors that encourage females to sign up for private gym memberships. The purpose of this study is to gain a deeper understanding of the attributing factors, and the significance of these factors to hopefully reduce gender discrepancy in the weight room. Participants of the study include 42 healthy females, where 20 of the females are gym goers, while the remaining 22 are non-gym goers. The age demographic of the participants is 20-50 years old. A semi-structured survey was designed to collect data on Microsoft forms. Thematic analysis was performed to identify recurring themes and patterns within the qualitative data gathered from the survey responses. Result findings presented the following: (1) Moderate significance factors include accessibility, lack of time, and financial concerns, and (2) High significance factors include social needs and masculinity. While the factors in the moderate significance tier are influential in encouraging females to visit the gym, managers must focus on the high significance factors to induce consumer loyalty amongst females. The present study has identified five factors that are influential in encouraging females to go to the gym and to retain their gym membership. Gym owners may focus on these factors to cultivate a safe and inclusive environment for the females to feel a sense of belonging. Keywords: females, private gyms, membership