Body image assessment of fitness centers´ members & behavioral intentions: can we actually achieve members´ retention?

Abstract

The concept of body image is multidimensional and concerns the attitude of each person towards their body and their appearance. The aim of this research was to study how Greek fitness center members evaluate their body image, and whether this evaluation is differentiated in terms of gender, age and BMI. Moreover, the study aimed to survey whether fitness center members’ body image may predict their intention to maintain their fitness center membership. The research sample consisted of 220 adult members of fitness centers in a Greek city. For the needs of this research, the MBSRQ-Appearance scale was used (Cash, 2000), including 4 factors: i) satisfaction with appearance (7 items), ii) investment in appearance (12 items) iii) anxiety with appearance and weight (4 items) iv) weight self-categorization (2 items) and v) satisfaction with body parts (9 items). The MBSRQ has been previously adapted to a Greek population with satisfactory validity results. For the intention to continue participating in a fitness center, one question based on the Theory of Planned Behavior was used: I will use the fitness center services again next year. All responses were given on a five-point Likert scale. For the needs of this research, the questionnaire gathered additional demographic characteristics of the sample’s gender, age and Body Mass Index (BMI). No statistical differences of the body image evaluation occurred depending on the sample’s sex and age. Instead, differences emerged in the way members of the sample perceived their body image, and more specifically their “Self-categorization of weight” depending on whether they were classified as "normal" based on their BMI, "overweight" or "obese". As for the intention to continue their membership, it may be predicted by the Satisfaction with body parts factor. Attracting clients to fitness services should stop focusing on promoting a fit and flawless body, encouraging people who underestimate their body image to take advantage of their services. Key Words: fitness centers, body image, customer intentions, fitness center members