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Kuei-Lun Chang, Ming Chuan University, TaiwanAbstract
In contemporary society, individuals possess greater leisure time and are increasingly conscious of health and wellness. This shift has increased the emphasis on adopting a healthy and active lifestyle. Recently, the proportion of the population engaging in physical activity has continued to rise, fostering the rapid development of Taiwan’s leisure and sports-related industries. With the growing number of women participating in sports, the female demographic has emerged as a significant potential market and a new target consumer segment. In order to remain competitive in an increasingly dynamic and highly competitive environment, adopting innovative marketing strategies has become a crucial trend in developing the female fitness market. Business models encounter new opportunities and unprecedented challenges in the evolving digital era.
We utilized in-depth interviews with managers from female fitness center chains to explore the marketing strategies and challenges they encounter in the process. The interview questions were based on the concept of the service triangle. Three franchise owners (operate six branches) and two marketing managers were already interviewed. The key findings are summarised as follows:
1. Internal Marketing
Regularly provides coaches with interpersonal communication training.
2. External Marketing
Traditional marketing primarily relies on direct mail. Word-of-mouth marketing has proven to be more effective. Facebook advertising is the core promotional strategy. Celebrity endorsements are perceived to be more effective than collaborations with internet influencers.
3. Interactive Marketing
Use of smart wristbands to assist coaches in monitoring physical conditions and offering tailored training recommendations.
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