The Digital Transformation of the Fitness Sector

Index

Access control technology, 154Advance Fit, 103Agency for Management, Research

and Innovation in Sports Services (AGIISD), 19

Amidio, 103Ancillary services, 68App BeOne, 20App to Fit (gym management

software), 103Apple Pay app, 70Apple Watch, 10, 25, 70‘Apple Watch Connected’ programme,

70Apple-grade technology, 8Applications (apps), 23Argentina, digital transformation in

Covid-19 pandemic, 87despair or conviction, 88–89featured cases, 90–91management and marketing

technologies, 89–90Megatlon Play case study, 91–92overcoming prejudices, 88social networks in Argentina, 90statements, 90

Artificial intelligence (AI), 69, 119, 127AI-driven customer chatbot, 105AI-enabled connected fitness

devices, 105Artificial turf, 67Associação Brasileira de Academias

(ACAD) (see Brazilian Association of Gyms)

AtHome Workout, 116Augmented reality (AR), 69, 119, 151Australia

case study, 115–116digital transformation and

innovation in customer management, 114–115

digital transformation and innovation in fitness centre management, 111–113

digital transformation and innovation in services and training, 113–114

fitness industry in, 111Australian Sports Commission

(ASC), 111

Basecamp Fitness, 70BeatFit for Gym, 125BeOne Fitness & Sport, 20–22Bestcycling and Preva (Precor)

software, 21BH Fitness, 17BHOUT Boxing Club, 27–28Big data, 70, 127, 151Big data analytics, 143Blog, 146‘Body Master’ (chain brands), 136Body monitoring capacities, 154Bodystreet, 10Boutique fitness centres, 135–136Brand and product, 12Brazilian Association of Gyms, 82Brazilian Council of Physical

Education, 81Brazilian fitness industry

applications, 86case study, 85–86digital transformation and




Business intelligence (BI), 68, 78

182 Index

Business models24/7, 59, 61digital, 82

Business R&D, 58

Cashless and contactless payment, 108

CEAFI Gym, 91Cenesp Network, 81Center for Physical Activity Studies,

91Chatbots, 138China fitness sector, digital

transformation in, 127–130Citizen Assistance and Relief in

Emergency Situation Fund, 106

Closed-circuit television surveillance cameras (CCTV surveillance cameras), 154

Cloud computing, 127Cloud-based SaaS, 68Club concept, 63Club management, 68

digitisation of, 121Club Master, 103Clubware, 115Co-creation, value, 69Colour in BHOUT Boxing Club, 28Compound Annual Growth Rate

(CAGR), 7Consumer behaviour, 23Consumer segmentation, 62Contact less Check-in Works, 108Contact-less appointment booking,

108Content management, 78CoolBrands, 12COVID-19 pandemic impact on

fitness sector, 151in Argentina, 87in Australia, 113in Brazil, 84in China, 129in Greece, 31, 35in Iran, 160

in Japan, 120in Kenya, 151–152in Mexico, 74–75in Portugal, 23, 25in Saudi Arabia, 135in Turkey, 40–42in UK, 7

Cross-cutting promotion, 138Cross-platform instant messaging, 59Crunch Fitness, 70–71Crunch mobile app, 71Custom-made gym management

systems, 155Customer experience, 39Customer management

in Australia, 114–115in Brazil, 84–85digital member journey, 11in Egypt, 146–147in Greece, 34–35growth of digital intermediaries, 12in India, 105–106in Iran, 161–162in Italy, 53–54in Japan, 122in Kenya, 155in Lithuanian, 60–63in Mexico, 76–77in Portugal, 26–27in Saudi Arabia, 138in Spain, 18–19in Turkey, 46, 47in UK, 11in United States, 69–70

Customer relationship management (CRM), 78, 85, 114, 120, 136

Customer support, 68Cyber space, 119Cyber-physical systems, 159

DataHub project, 9Debit-success, 114Demographics, 137Digital Agency, 119Digital business model, 82Digital distribution, 13

Index 183

‘Digital divide’, 7Digital Economy and Society Index

(DESI), 57Digital fitness platforms, 31Digital Gym in the Post-Covid-19 Era,

32Digital health, 120Digital marketing, 2, 29, 35, 89, 105,

113, 129, 138, 161–162Digital media, 89–90Digital online platforms, 157Digital representation, 143Digital revolution, 135Digital skills, 57–58Digital technology, 39–40, 111, 119,

127–128, 159Digital transformation (DT), 7–8, 39,

119–120, 135, 143, 159case study for DX and innovation

of health and fitness club in Japan, 122–125

in fitness sector of China, 127–130global vision of, 2in health and fitness club

management in Japan, 120–121

in Portugal fitness centre management, 24–25

in fitness sector, 2–3Digital transformation in customer

managementin Australia, 114–115in Egypt, 146–147in Greece, 34–35in India, 105–106in Iran, 161–162in Italy, 53–54in Japan, 122in Kenya, 155in Lithuanian, 60–63in Mexico, 76–77in Portugal, 26–27in Saudi Arabia, 138in Turkey, 46in UK, 11–12digitalisation in fitness sector, 1

Digital transformation in fitness centre management

in Australia, 111–113in Egypt, 144–145in Greece, 32–33in India, 103–104in Italy, 50–52in Kenya, 152–154in Lithuanian, 58–59in Mexico, 74–75in Saudi Arabia, 136–137in Spain, 16–17in Turkey, 44–45in UK, 9in Iran, 160

Digital transformation in service and training

centres of fitness clubs in Iran, 161

in Australia, 113–114in Egypt, 145in Greece, 33–34in India, 104–105in Italy, 52–53in Japan, 121–122in Kenya, 154in Lithuanian, 59–60in Mexico, 75–76in Saudi Arabia, 137–138in Spain, 17–18in Turkey, 45–46in UK, 9–11

Digitalisation, 39, 58–59, 111in fitness sector, 1and innovation awareness level in

fitness centres in Turkey, 41–44

Digitally enabled UK Fitness sectordefining digital transformation,

7–8digital transformation and


digital transformation and innovation in fitness centre management, 9

184 Index


doing different things, 8–9Gymbox, UK, 12–13UK National Digital Strategy, 7

Digitisation, 67, 127, 143, 154of club management, 121

Direct debit subscription-based services, 114

Dream1, 98DX (see Digital transformation (DT))

e-customer relationship management (eCRM), 102

e-Government Index, 58E-sports, 31Easy Gym Software, 103Egym, 17EGYM, 9, 10Egypt, fitness digital transformation

inapplications, 148–149case study, 147–148digital transformation and



digital transformation and innovation in services and training, 145

sports institutions, 143–144Electrical muscle stimulation (EMS), 10‘End-to-end’ software platforms, 115Enterprise resource management

(ERM), 137Enterprise resource planning (ERP),

78Entrepreneur Magazine, 77European Union (EU), 7Exercise participation, 31

F45 model, 115–116Face-to-face training, 10

Facebook, 31, 36, 54, 74, 105, 152, 155

Fantasy sport, 101Fifth Generation Mobile

Communications (5G), 58Fit Club Center, 162–164Fitbe App, 17Fitbit, 10, 103Fitbit Activity Trackers, 25Fitclass. tv platform, 91Fitcode, 103Fitness applications, 23Fitness centre management

in Australia, 111–113in Brazil, 82–83in Egypt, 144–145in Greece, 32–33in India, 103–104in Iran, 160in Italy, 50–52in Kenya, 152–154in Lithuanian, 58–59in Mexico, 74–75in Saudi Arabia, 136–137software, 47in Spain, 16–17in Turkey, 44–45in UK, 9in United States, 68–69

Fitness centres, 23chains, 135

Fitness club apps, 10, 61Fitness consumer, 107, 117Fitness facilities, 9, 25, 68, 154–155Fitness First, 114Fitness Force, 103Fitness industry in Turkey, 40Fitness market, 81Fitness Mobility, 103Fitness sector, 1

digital transformation in, 2–3digitalisation in fitness sector, 1

Fitness technology, 9, 23, 103, 105‘Fitness Time’, 136Fitness trackers, 153FITTR network, 106

Index 185

Foreign direct investment (FDI), 135FÜRDI (women-only health and

fitness studio), 121

Gaming in BHOUT Boxing Club, 28Gen-Z, 100Give away competitions, 36Global marketplace, 159, 161Going Green initiatives, 68Gold’s Gym case study, 147–148Google Ads campaign, 36, 105Google Meet, 152, 157Google Pay, 59GPS tracking devices, 153Greece

applications, 36–37case study, 35–36COVID-19 impact on fitness

sector, 32digital transformation and




‘GYM DX’ service, 122Gym ERP, 103Gym management

in Argentina, 89–90software, 103

Gym Master, 103Gym Masters Management System

(GMMS), 156Gym Vale, 103Gymbox, UK, 12

brand and product, 12coronavirus pandemic, 12digital distribution, 13growth and future, 13

Gymeshiya, 103Gyminabox. gr, 36GymMaster, 115

Gympass service, 82Gympik (Indian-origin fitness chain),

106–108

Hawk-Eye technology, 67Health and fitness club in Japan

case study for DX and innovation of, 122

digital transformation and innovation in health and fitness club management, 120–121

holding online live lessons using ‘Zoom’, 122, 125

providing ‘online fitness programmes’ using ‘apps’, 125

providing ‘programmes’ using ‘apps’, 125

providing exercise/workout through app, 124

providing online lessons, 123Health and Productivity Management

(H & PM), 126Health clubs, 23

memberships in United States, 68Health protocols, 137Health-oriented fitness programmes,

104–105Heating, ventilation and air

conditioning (HVAC), 130

Heliopolis Sports Club, 147–148Hockey India League, 98Hotels and country clubs fitness

centres, 136

Image, 153, 156Immersive simulators, 18InBody, 18Independent fitness centres, 135Indian fitness industry

applications, 108–109case study, 106–108category preference of Indian

fitness sector, 102

186 Index

digital transformation and innovation in customer management, 105–106



dominating sports in fantasy sports sector, 101

growth of gamification industry in India, 100

Indian Sports Ecosystem, 99Indian sports sector market, 97–98wearable fitness technology, 103

Indian Patent Act (1970), 100Indian Premier League (IPL), 98Indian sports sector, 97Indian Super League (ISL), 98Influencer marketing, 155, 157Information and Communication

Technologies (ICT), 75, 120Information Technology (IT), 120Innline, 41Innovation, 39, 98–99, 120

awareness level in fitness centres in Turkey, 41–44

in health and fitness club management in Japan, 120–121

in Portugal fitness centre management, 24–25

toolkits, 77Innovation in customer management

in Australia, 114–115in Egypt, 146–147in Greece, 34–35in India, 105–106in Italy, 53–54in Japan, 122in Kenya, 155in Lithuanian, 60–63in Mexico, 76–77in Portugal, 26–27in Saudi Arabia, 138

in Turkey, 46in UK, 11–12

Innovation in fitness centre management

in Australia, 111–113in Egypt, 144–145in Greece, 32–33in India, 103–104in Italy, 50–52in Kenya, 152–154in Lithuanian, 58–59in Mexico, 74–75in Saudi Arabia, 136–137in Spain, 16–17in Turkey, 44–45in UK, 9

Innovation in services and trainingin Australia, 113–114in Egypt, 145in Greece, 33–34in India, 104–105in Italy, 52–53in Japan, 121–122in Kenya, 154in Lithuanian, 59–60in Mexico, 75–76in Saudi Arabia, 137–138in Turkey, 45–46in UK, 9–11

Instagram, 36, 54, 74, 105, 152, 155Instant Messaging software (IM

software), 138Instructor-led training, 10Intelligent management, 130Intelligent shower control system, 47International Fitness Observatory

(IFO), 49International Health Racquet &

Sportsclub Association (IHRSA), 15, 73–74

Internet, 15Internet of Things (IoT), 69‘iPad’, 121Iranian fitness centres

applications, 164case study, 162–164

Index 187

DT in customer management, 161–162

DT in fitness centres management, 160

DT in service and training centres of fitness clubs, 161

Italy, fitness sector inapplications, 55–56case study, 54–55digital transformation and




sports sector and fitness clubs, 49

Japan, fitness sector incase study for DX and innovation

of health and fitness club in Japan, 122–125

digital transformation and innovation in customer management, 122

digital transformation and innovation in health and fitness club management, 120–121


economic damage due to COVID-19 in, 119

managerial applications, 126Jivine (gym management software),

103

Kenya, fitness sector inapplications, 157COVID-19 pandemic, 151–152digital transformation and

innovation in customer management, 155


digital transformation and innovation in services and training, 154

VMX Fitness Centre Nairobi, 156Keyword search, 155KOOH Sports, 98

Leejam Sports Company, 139–140‘Lefit LIVE’, 128‘Lefit Training’, 128Les Cinq Gym, 85–86Les Mills, 16, 18, 25–26, 70Les Mills on demand service, 25Letsfit example, 46

employee, 46marketing, 48service, 48technology, 48

Life Fitness LF Connect, 9LifeFitness, 17Lights in BHOUT Boxing Club, 28Lithuanian fitness centres

applications, 64case study, 63–64digital transformation and




SPRINTER analysis, 57Lithuanian Industry Digitisation

Roadmap, 58Live online fitness programmes, 34Live training, 61Low cost fitness centres, 136Loyalty, 2, 17–18, 21–22, 26, 33,

54–55, 70, 74, 83–84, 103, 106, 139, 153, 155, 162–163

188 Index

Management, 31Marketing, 31

technologies in Argentina, 89–90

Matrix, 17Meet platform, 87Megatlon Play case study, 91–92Member Planet, 103Member service, 68Membership tracking and billing

software, 136Mercado Fitness, 88Messenger, 59Mexican Association of Gyms and

Clubs (AMEGYC), 75Mexico

applications, 78digital transformation and




fitness industry in, 74sports, 73

Microsoft Teams, 157Mobile biometric technology, 69Mobile marketing, 105Moovfitness. gr, 36Motionsoft, 68#MovementForMovement

campaign, 106Music in BHOUT Boxing Club, 28MyClub TV, 18myHut, 26Mymoov. gr, 36MyVitale, 17MyWellness, 17Myzone, 25

NAFES, 135, 141National Health Strategy, 58National Progress Plan, 58

O2O e-commerce model, 128Occupancy of lockers/clubs at a

particular time, 61Okfit (gym management software), 103On-demand video streaming service,

23, 25–26, 71Online fitness

class, 87programmes using ‘apps’, 125

Online self-service, 61Online service provision, 154Online/virtual training, 61OnVirtualGym, 26Opt Fit Corp, 122Orange Theory, 70

Paid live virtual sessions, 34Pandemic Covid-19, 24Payment types, 59Paypal, 59Peloton Interactive, Inc., 8–9Perceived quality, 23Perceived value, 23Personal training (PT), 138Personalisation of service, 21Physical activity, 8–9, 15–16, 18,

20–22, 25, 27, 29, 46, 56, 74, 82, 91, 117, 144, 154

Physical club space, 49Physical education, 81Physical space, 119Pixformance, 121Point of Sale (POS), 137Polar, 25Portugal fitness centres

applications, 29consumer behaviour, 23digital transformation and




Index 189

impact of Pandemic Covid-19, 24Portuguese Boutique de Fitness,

27–28Power BI software, 20, 21Prama de Pavigym, 18Precor, 17Premier Badminton League (PBL), 98Pro Kabaddi League, 98Process digitization, 59‘Programmes’ using ’apps, 125Promotion, 31, 36–37, 84

apps with, 15cross-cutting, 138of food and sport health, 163health, 126management of, 52messages, 155operations, 53of physical activity, 16of services, 62through social media, 34, 138

ProviSport software, 20Psychographics, 137Public–private partnership (PPP), 20Pulse TRAKK, 9

QR code, 108access control, 77function, 25for introductory program, 61scan by phone, 128

Recycling, 35Regybox, 26‘Remote Coach’ app, 10Research Group on Management

and Innovation in Sports Services, Leisure and Recreation (GISDOR), 19

Reservation management systems, 120Robotics, 151Running Virtual, 81

Satisfaction, 23, 24–28customers, 33, 56, 84, 140objectives of, 77

Saudi Arabia’s fitness industryapplications, 140–141case study, 139–140digital revolution, 135digital transformation and

innovation in customer management, 138



Self-service exercise, 128Sensor technology, 143Service and training

in Australia, 113–114in Brazil, 83–84centres of fitness clubs in Iran,

161in Egypt, 145in Greece, 33–34in India, 104–105in Italy, 52–53in Japan, 121–122in Kenya, 154in Lithuanian, 59–60in Mexico, 75–76in Portugal, 25–26in Saudi Arabia, 137–138in Spain, 17–18in Turkey, 45–46in United States, 69

SGA (Warehouse Management Software), 78

Short message services (SMSs), 153Single sign-on (SSO), 71Skype, 152, 154, 157Slack platform, 59Sleep monitors, 153Smart cabinet locks, 47Smart Fit, 76Smart towel control system, 47Smart turnstile, 47Smartphone, 15, 121Smartwatches, 153

190 Index

Social, Mobile, Analytics, Cloud Computing e Internet of Things (SMACIT), 83

Social CRMs, 105–106Social distancing, 105Social media, 23, 31, 34, 74, 143, 146,

151, 152, 156marketing, 105payment advertising, 36service, 23

Social networks in Argentina, 90‘Society 5. 0’, 119Software as a Service (SaaS), 68Somatosensory technology, 127SoulCycle, 70Spanish fitness industry

applications, 21–22case study, 19–21digital transformation and




Specialist fitness centres, 136Sport AppSport case study, 77–78

Gold’s Gym, 147–148HOLIDAY SPORTS CLUB, 122,

125Leejam Sports Company, 139–140Portuguese Boutique de Fitness,

27–28TOKYU SPORTS OASIS, 125VS-Fitness/VS-Express 24/7,

63–64Sport clubs, 135, 159, 160Sport consumer, 69Sport management, 31Sport organisations, 159Sports, 73Sports businesses, 97Sports industry, 39

Sports innovation, 73Sports technical staff, 49Sports365, 98SportzVillage, 98State Education Strategy, 58State-of-the-art payment processing

system, 68SunPig APP, 129Super digitisation process, elements

of, 19Supplementary business management

software, 137Surveillance, 154Sustainable Society Index, 58Synq. fit, 105

Tanita, 18Technogym, 41Technogym mywellness, 9–10Technological advancements, 67Technological developments, 39Technological innovations, 126, 159

services, 23Technology, 15, 18, 23

in Greek sports, 31technology-enabled training

services, 137technology-enhanced fitness, 40

Technology in Sport Project, 111Telegram, 138Telegram Bot, 138Tendenci, 103The Trip (immersive simulator), 18Thessaloniki, 36Tik Tok, 54, 105Traditional body measurement

methods, 156Traditional marketing methods, 155Training management software, 17Trainingym, 17, 20, 26Transformation of digitization, 127Traqade, 107–108Turkey

applications, 48case study, 46digital technologies in, 39–40

Index 191

digital transformation and innovation in customer management, 46, 47



digitalisation and innovation awareness level in fitness centres in, 41–44

employee, 46Letsfit example, 46technology, 48

24/7 business model, 59, 61Twitter, 31, 54

Uber, 111United States, digital fitness industry

incase study, 70–71customer management, 69–70fitness centre management, 68–69health club memberships in United

States, 68services and training, 69

Viber, 59Video conferencing applications, 154Videos of customer testimonials, 146Vimeo platform, 87Virtual classes, 25

Virtual Grand Prix Series, 151–152Virtual group classes, 69Virtual personal trainer software, 45Virtual reality (VR), 119, 127, 151Virtual training, 108VMX Fitness Centre Nairobi, 156Voice over IP (VoIP), 59VS-Fitness/VS-Express 24/7, 63–64

Wearable devices, 69Wearable fitness technologies (WFT),

23, 25Wearable technology, 31, 143, 153,

161Web conferencing tools, 152‘WEBGYM’, 125WhatsApp, 59, 138WhatsApp Business API, 138Wild Training, 10

Xercise4Less low-cost gym business app, 10

YDL Gym Management, 103YMCA Twin Cities, 70YouTube, 34, 54, 87, 152

Zen Planner, 115Zenbership, 103Zoom, 36, 87, 152, 154, 157

holding online live lessons using, 122, 125

The Digital Transformation of the Fitness Sector

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