Wittenborg Online News!
What Makes the Gym Experience Stick? Mridul Dharmapal's Research Explores Budget Fitness Clubs
What Makes the Gym Experience Stick? Mridul Dharmapal's Research Explores Budget Fitness Clubs
What Makes the Gym Experience Stick? Mridul Dharmapal's Research Explores Budget Fitness Clubs
How Servicescape Elements Shape User Loyalty in Low-Cost Gyms
In an era where fitness is more than just a trend, gym owners and managers are realising that customer loyalty is essential for long-term success. However, few have explored the role of the physical environment — or servicescape — in driving that loyalty. Mridul Dharmapal, a Master of Business Administration (MBA) student from Wittenborg, examined how the design, layout and overall ambience of budget gyms in Munich impact customer loyalty. His work uncovers fascinating generational and gender differences that can help fitness centres enhance customer retention.
The Genesis of the Research
Mridul's research stems from his personal journey into fitness, both in India and later in Munich. As someone passionate about sports and wellness, he initially pursued certifications in personal training, yoga and massage therapy to develop a holistic understanding of physical fitness. "I was always passionate about fitness and sports, but once I joined the corporate world, I witnessed the impact of work pressure on physical well-being firsthand," says Mridul. "That life-changing moment in my own life made me shift gears, and I wanted to explore the importance of physical training from both a professional and functional perspective."
His experience in fitness clubs, particularly low-cost gyms, sparked his curiosity about the atmosphere and its role in user experience. "As I started exercising regularly, I became increasingly sensitive to how the atmosphere of fitness clubs — particularly budget gyms — affects user experience and long-term loyalty. This observation was the genesis of my research," Mridul explains.
Exploring the Fitness Industry's Growth
The global fitness industry has been growing rapidly in recent years, fuelled by trends such as fitness influencers, virtual fitness clubs, and a post-pandemic focus on wellness. With Millennials and Gen Z driving new trends, gyms must adapt their strategies, particularly with respect to their "servicescape" — a term that refers to the physical environment where services are delivered.
"It's more important than ever that gyms innovate their strategy, specifically tailored to their physical environment. This study allowed me to combine my passion for fitness with a timely, ever-evolving business landscape," Mridul notes. His research provides valuable insights into how budget gyms can leverage design, layout, and ambiance to retain customers in this competitive market.
The Research Methodology
Mridul's research utilised a quantitative approach through surveys, combining in-person data collection and an initial literature review. He gathered responses from 410 customers at four budget gyms, such as Basic-Fit in Munich, categorising participants by generation (Gen X, Y, Z) and gender (male and female). This extensive dataset provided a broad and diverse perspective on what factors most influence customer loyalty in fitness centres.
"The survey was designed to quantify the perceived performance and importance of various servicescape attributes, such as cleanliness, layout, equipment condition, ambience, signage, and facility systems," Mridul explains. "We also measured customer loyalty through repeat use, recommendations, and positive word-of-mouth."
Key Findings: Generational and Gender Differences
Mridul's study revealed that certain servicescape elements, such as ambient conditions, facility layout, and equipment/facility conditions, are the most influential in driving customer loyalty. However, the importance of these factors varied based on demographic factors such as gender and generation.
"The findings were quite revealing," says Mridul. "Male customers were more interested in the facility design and ambient conditions, while female customers placed greater importance on facility layout and equipment condition."
For different generational groups, the results were even more specific. Gen X and Gen Z males rated facility design as the most important factor, while for Gen Y males, ambient conditions topped the list. On the other hand, Gen X and Gen Z females valued equipment and facility conditions most, while Gen Y females prioritised facility layout.
"These generational and gender-specific insights are incredibly valuable for gym owners who want to tailor their approach and better meet the needs of their diverse customer base," Mridul adds.
Interestingly, the study also found that signage and facility systems had minimal impact on customer loyalty, despite performing well in the survey. "While gyms often invest in signage and advanced facility systems, these elements were not as crucial as other servicescape attributes when it came to customer retention," Mridul observes.
The Road Ahead
Looking to the future, Mridul plans to build on his research to further explore customer loyalty across different market segments. "I'd like to expand my present study by investigating how loyalty and perceptions vary across various market segments. Understanding these dynamics will help gyms fine-tune their offerings to meet specific customer needs," he says.
He also aims to specialise in areas like human behaviour, decision-making, ethical marketing, and psychology. "I want to understand what drives people's decisions in fitness and life in general," Mridul explains. "I also hope to publish my thesis and make a meaningful contribution to research in the health and fitness industry."
Advice for Wittenborg Students
Mridul's advice to students working on their final research assignments is grounded in his own experience. "Everyone has their own unique style when it comes to doing research. The key is to understand your own strengths, weaknesses, and working preferences early on," he advises. "At the beginning, it can feel overwhelming, but over time, things will start to make sense. The process is not just about understanding your topic but also about discovering yourself."
He encourages students to be patient and persistent. "There will be times when you feel stuck or stressed. When that happens, remember why you started. Focus on the bigger picture, and don't expect your supervisor to guide you step-by-step. This journey is yours, and it will test not just your academic competence but your attitude and determination."
A Thesis of Discovery
One of the aspects Mridul enjoyed most about writing his thesis was the process of connecting theoretical concepts to real-world scenarios. "I really enjoyed transforming raw data into meaningful insights and watching my research evolve from messy drafts into a structured piece of work," he reflects.
Learning new software, such as SmartPLS, for data analysis was also a highlight. "I found peace in the solitude of writing, as it became a space for reflection and deep thinking — not just about the topic, but about myself as well," he says.
WUP 09/072025
by Erene Roux
©WUAS Press
Tags
#research
#Internationalisation
#internationalstudent
#SDG3: Good Health and Well-being
1056 words