Use Of Social Media In Fitness Centers In Spain

Abstract

The fitness industry in Spain is experiencing steady growth
and is on the rise, relying on digitalization and social media
as a basis for its continuous progression. The objective
of this study was to analyze the presence of social media
(web and social networks) in fitness centers in Spain during
2022, in order to understand how companies in the sector
take advantage of digital platforms to interact and engage
with their clients. The sample consisted of 168 chains/
centers that met the previous selection criteria. Web
presence, adoption of social networks, and the level of
engagement achieved by fitness companies in the country
were examined. The results reveal that fitness companies
continue to actively use digital platforms to promote their
services and establish direct communication with their
audience. In conclusion, this study demonstrates that
the use of the web and social networks continues to be
crucial in the fitness industry. This study will enable fitness
professionals to understand how companies leverage
digital platforms to reach and engage their audience in an
ever-changing environment.