Analýza konkurence fitness center

Abstract

This master thesis deals with the competitive analysis of the fitness services market, focusing on selected fitness centers in the Ostrava region (Simply Fitness and Fitpark). The main objective of the thesis is to analyze the competitive environment of these centers, compare their service offerings, and, based on qualitative research, identify factors that can lead to customer churn to competitors.

The theoretical part defines concepts related to competitiveness, the specifics of services, and methods of strategic analysis. The practical part uses the principle of data triangulation, combining findings from in-depth semi-structured interviews with management, staff, and customers with the results of participant observation in the form of mystery shopping.

The research results reveal how different operational models – a community-based and partially automated model versus a large-capacity multifunctional operation – shape different customer experiences. The thesis identifies key perceptual gaps (Gap 5) between customer expectations and actual service performance, which arise primarily in the areas of staff communication, space organization, and adherence to operational standards. The impact of low-cost chains on the local market is also reflected.

In the conclusion, specific managerial recommendations are formulated aimed at increasing the overall competitiveness of both entities. These include, in particular, the implementation of a structured onboarding process, strengthening the proactive role of the staff, diversification of the supplementary product range, and the professionalization of marketing communication.