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The rising popularity of the fitness industry in the German market and its effects on fitness studio marketing, using the example of McFIT

  • The present bachelor dissertation deals with the increasing popularity and attractiveness of fitness studios in the German market, the resulting competition and the possibility to differentiate oneself by adapting various marketing measures. The classical marketing mix and its existing instruments are explained in detail, and the possibility to use them in the area of sport and explicit fitness is reviewed. The effectiveness and application of the instruments are then explained using the example of McFIT, which has become the current market leader through their successful use. A competition analysis comparing McFIT and two competitors in the German market helps to identify existing strengths and weaknesses and compare the companies.

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Author:Ivona Bencetic
Advisor:Christoph Mergard
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/08/30
Release Date:2019/11/08
Marketing sports
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG