Modelos de negócios na indústria da fitness: desde a cadeia de franquia tradicional à la fitness boutique

Silvio Addolorato, Jorge García-Unanue, Leonor Gallardo, Jerónimo García-Fernández


Objetivo do estudo: Os centros de fitness o ginásios representam hoje uma necessidade real dos seres humanos dentro das rotinas da vida cotidiana em todo o mundo. Através de uma análise exaustiva da literatura, pretendemos definir o conceito de boutique de fitness através da análise do estado atual das publicações científicas sobre configurações/esquemas de negócios y durante a linha do tempo da indústria de fitness pós-moderna.
Metdologia: Três principais bases de dados foram utilizadas para obter os resultados: ISI-WoS, Scopus e SportDiscus. A seguinte combinação de pesquisa foi usada: o termo “fitness” cruzado com “chain”, “studio” e “franchise”.
Originalidade/Relevância: Os resultados foram ordenados de acordo com três áreas temáticas: (1) franquia: da 1ª à 2ª geração; (2) a boutique “essência”; e (3) respostas sociais.
Principais resultados: As oito (8) principais características qualitativas intangíveis obtidas a partir do modelo de fitness boutique foram listadas.
Contribuições teóricas/metodológicas: A pesquisa mostra como a indústria evoluiu com seus próprios modelos de negócios/mercado ao longo do tempo mais recente.
Contribuições sociais/para a gestão: Este estudo poderia (1) ajudar pesquisadores e profissionais a se familiarizarem com o escopo dos trabalhos mais relevantes publicados nas bases de dados de esportes e ócio, e (2) a compreender todos os segredos e sucessos qualitativos dos esquemas franquia no domínio do fitness.




Configurações de fitness; Experiência de serviço; Fitness boutique; Indústria de fitness; Modelos de negócios

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