GREEK FITNESS MARKET
In a recent study investigates the marketing strategies employed by health and fitness centers in Greece, focusing on customer attraction and retention from the perspective of managers. Geographically operated in Athens, Thessaloniki, and other provincial areas , the study mentioned that Strength training was the most preferred program , and 61.2% of members trained 2–3 times per week (Tsitskari & Batrakoulis, 2022).
MARKETING STRATEGIES IN THE GREEK FITNESS INDUSTRY
ATTRACTION
Social media advertising was the primary method.
RETENTION
The top strategies were attractive pricing, frequent equipment renewal/facility maintenance, and developing customer relationship actions.
DIFFERENCES BY BUSINESS TYPE AND LOCATION
CrossFit clubs used more aggressive attraction tactics like print ads and telephone outreach compared to other types (Tsitskari & Batrakoulis, 2022).
Fitness centers in metropolitan areas (Athens, Thessaloniki) used print ads more frequently, while those in provincial areas relied more on websites and emails to inactive members.
GREEK FITNESS MARKET INSIGHTS
TRADITIONAL MARKETING DOMINANCE
The reliance on social media and basic pricing/facility upkeep suggests Greek fitness marketing remains traditional. There is a noted lack of sophisticated strategies like experiential marketing, detailed customer satisfaction surveys, or partnerships.
UNTAPPED MARKET POTENTIAL
Despite an aging population in Greece, only 2% of gym members are over 66. This represents a significant, underserved market segment for targeted programs and marketing (Tsitskari & Batrakoulis, 2022).
SECTOR FRAGMENTATION
The market is dominated by small, independent businesses (94.1% are not part of a chain), with a strong trend toward boutique and personal training studios offering functional fitness, aligning with global trends.
NEED FOR INTEGRATED STRATEGIES
The correlation between attraction and retention strategies indicates that successful marketing requires an integrated approach. Attraction efforts should be designed with retention in mind, particularly focusing on building customer relationships and offering flexible membership options.
REFERENCE
Tsitskari, E., & Batrakoulis, A. (2022). Investigating the marketing strategies of the health and fitness sector in Greece; the managers’ perspective. Retos, 43, 264–273.
