RELATIONSHIP BETWEEN MODERN FORMS OF MARKETING, BRANDING, AND SALES IN THE FITNESS INDUSTRY

Abstract

The fitness center industry is growing year after year and marketing is becoming more challenging. Especially in recent years, when communication is shifting to digital channels. We have reviewed all research resources that have studied the relationships between digital marketing, branding and sales in the fitness industry from 2010 to 2020. Three different databases (Pubmed, Sciencedirect, Ebscohost) and grey literature identified 482 potential articles, of which 28 were relevant. We found researchers strongly recommend fitness centres use digital channels and social networks to communicate with their members. The researchers cited Facebook as a great way to create value for the fitness centre brand and indirectly increase the chances of buying fitness memberships. Instagram has a similar effect, with the fitness industry primarily advising to engage with influencers. Marketing through digital channels and technology innovations greatly contributes to branding and the sales of fitness services, so fitness centres should integrate digital marketing as a key part of marketing activities.