The Ways of Attraction Women to the Fitness Club: A Case Study in Esfahan (Iran)

Marketing for women’s sport and fitness includes any combination of skills related to the promotion, selling and advertising of women’s sport services and products through an organization whose primary product or service is related to sports or physical activity. This study explores the motives behind corporate purchase of fitness clubs participation as indicated by individuals who make such decisions. The results were showed that women’s motivation to participate in fitness clubs were 65.8% for health keeping, 60.8% for fitness and 42.5% for losing weight. Also, instructors experienced, location of the clubs and admission fee were most important factors for their participation. This study has examined and shown the mismanagement and lack of knowledge of instructors and clubs' staffs were major problems of the clubs and it caused decreasing of the customers’ motivation and participation. Admission fee and location of the clubs (transportation) might be a reason for participation, motivation and attraction of the customers.