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BACHELOR_THESIS_SYLVAIN_LIENHER_FINAL.pdf
Bachelor thesis

Understanding the customers’ needs of Generation Y & Z in the fitness industry

  • Genève : Haute école de gestion de Genève

113 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2022

English The populations of Western countries are increasingly sedentary and affected by a rate of overweight more and more important. The fitness industry, in this context, has an important role to play in order to provide the population with adapted infrastructures that will allow the practice of a physical activity essential to a healthy lifestyle for individuals but also to promote it in order to incite people to be more active on a regular basis in a perspective of health and well-being. According to statistics from Switzerland, to take this geographical area as an example, the overweight of individuals in the overall population, young people included, is constantly increasing but the demand for fitness facility is as well in the urban area. The offer of sports clubs has never been so abundant in the major Swiss cities and this despite the recession period of Covid 19 between 2020-2021. The fitness industry is an extremely competitive market with low barriers to entry for new competitors and low transition costs for customers. This study can be approached as a market analysis to inform current and new entrants into the fitness industry on how to best compete and attract the Y and Z generations that represent no less than the two third of gym goers today. We will identify the best way to target, attract and retain theses generations to practice a physical activity in a gym by using the current knowledge we have on marketing and by investigating the needs of these segments of the population. This study is divided into several steps. The first one is focused on the services that these segments demand the most and on the factors that are the most likely to make them come to a sport center rather than another one. This part will be realized through the use of a survey and directly addressed to the individuals of these segments of the population in the French speaking part of Switzerland with an emphasis on Geneva. In a second stage, it will be interesting by the opinion of some people working in this industry. Interviews will also be conducted with professionals such as fitness coach and fitness center owner in the Geneva area in order to collect their opinion and their feelings about the needs of customers to date and their feelings about the evolution of the industry. Auxiliary factors that the survey does not capture, such as the influence of communication channels and the values perceived by fitness users in their decision-making process will also be addressed in the literature review available to date. A holistic approach is used in this thesis, integrating the exploration of survey data, scientific literature conducted in several related disciplines to establish the factors that fitness facility owners must consider when deciding on the steps to implement a suitable business model that take into account the needs of generation Y & Z in this industry.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion de Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.ch/hesso/documents/321966
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