APPLIED SPORT MANAGEMENT TO FITNESS BUSINESS Yudha Munajat Saputra, Sandey Tantra Paramitha
Universitas Pendidikan Indonesia
Abstract
The trend of doing exercise in fitness clubs for leisure purpose is popular and the growth and competition in this business is booming. The purpose of this paper are to: (1) introduce the business of Bandung^s sport and fitness clubs, (2) analyze the management strategies applied by these clubs, and (3) indicate the future development of this profession referring to management. The method in this research uses a descriptive quantitative approach. This research will use percentage for data analysis. In this paper, Bandung^s sport and fitness clubs are selected and introduced as the representative, by classification of the location of clubs and the function of services, then the marketing and management strategies applied by the clubs are analyzed. Finally, the concepts of consumer-oriented marketing strategy are recommended for customer^s satisfaction and the success of the sport and fitness clubs. The implication of this research is the marketing concept that can be used by sports marketing in increasing the satisfaction of services in fitness clubs
Keywords: Sport Management, Fitness Business, Leisure Sport
