The fitness marketplace is becoming more competitive and agencies now are starting to more closely examine their image(s) which are held by target markets. This study examined the image of 10 fitness as held by one target market--the college-aged, student, fitness A familiarity-favorability analysis and index technique was developed and refined. Seven of ten agencies were found to have an image problem. Implications and strategies are discussed.
Warnick, Rodney B.
"Image Analysis of Fitness Agencies: Implications for Marketing Strategies,"
Visions in Leisure and Business: Vol. 6:
2, Article 4.
Available at: https://scholarworks.bgsu.edu/visions/vol6/iss2/4