Fidelización de usuarios mayores en centros de fitness: Gestión de clientes por programas de actividad física (The Loyalty of older people in fitness centers: Managing customers for physical activity programs)
DOI:
https://doi.org/10.47197/retos.v0i17.34686Keywords:
Fidelización, Mayores, Centros de Fitness, Programa de Actividad física por objetivos.Abstract
Los centros de fitness, son hoy en día lugares donde los socios realizan actividad física «controlada», donde mejoran su estado físico y mental, incluso en donde se socializan con otros socios de todas las edades. Estos centros, han sido normalmente gestionados por personas sin formación en la materia y con el único interés de tener socios, sin tener en cuenta la repercusión a largo plazo. Este interés, sumado a problemas de gestión del centro, y a problemas personales de los socios, ha propiciado que existan altas tasas de deserción en este tipo de centros indoor, con la consecuente elevación de los gastos en marketing, no obteniendo así, una rentabilidad sostenible. Proponemos, un programa de actividad física con el que se podría mejorar estas tasas de fidelización, siendo el punto central de la gestión de los centros de hoy en día, la satisfacción y la lealtad a los centros de fitness.
Palabra clave: Fidelización, Mayores, Centros de Fitness, Programa de Actividad física por objetivos.
Abstract: The fitness centers are now places where partners perform «controlled» physical activity, which improves their physical and mental state, and where they socialize with other partners of all ages. These centers have been typically managed by people without training in this subject and with the only interest of obtaining partners without taking into account the long-term impact. This problem, together with management problems of the center and personal problems of the members, have meant that there are high desertion rates in this type of indoor facilities, with the consequent increase in expenditure on marketing and a non-sustainable profitability. We propose a program of physical activity that could improve the rate of loyalty, being the central point of management of sports centers today, the satisfaction and loyalty to the fitness centers.
Key words: Loyalty, Senior, Fitness Centres, Physical Activity Programs Through Objectives.
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