Dynamic capabilities in adapting the business model of gyms and fitness gyms after a disruptive external context: an exploratory study

Our study investigates the preferred dynamic capabilities of gym and fitness gym managers in adapting their business model to the disruptive external event COVID-19. At the same time, it verifies the plausibility of Barreto's (2010) definition of dynamic capability as a rational assumption in selecting capabilities. Our empirical scenario used a cross-sectional survey where the perception of 77 managers identified the importance of 18 dynamic capabilities. The statistical tools used were “consensus” and multiple linear regression. The results suggest (1) that Barreto's definition has empirical validity, acts as a dynamic system, and is plausible for selecting dynamic capabilities; (2) the rational method of choosing capabilities is an essential strategic source in adapting the business model; (3) the binomial Barreto's definition and rational method of choice is an adequate method of scrutinizing dynamic capabilities; (4) some capabilities are conditional on mediating or moderating other capabilities to influence performance. Finally, the study opens new lines of investigation, for example, on the rational method of choosing dynamic capabilities from the value creation perspective.