The enduring necessity of fitness centres in times of global uncertainty

Abstract

ABSTRACT Rationale/purpose This study investigated how COVID-19 lockdowns and restrictions impacted member perception of the necessity of their fitness centre membership with a focus on drivers of this perception pre, during and post-COVID-19 lockdowns. Design/methodology/approach Three survey-based data collections were assessed (before COVID-19 lockdowns, in early-stage reopening, and in a “COVID-19 normal” environment). A correlation analysis and multiple regression analysis (OLS) explored the drivers of perceived necessity of fitness centre membership. Findings Results support a consistent perception of the necessity of fitness centre membership, despite drivers varying over the course of the study. Early-stage reopening saw determinants diverge from familiar drivers (such as member characteristics and exercise frequency) to include uncertainty regarding COVID-19. Findings support the enduring necessity of fitness centre membership and articulate a deviation and subsequent return to familiar drivers of member attitudes and perceptions. Practical implications Practically, understanding the drivers of perceived membership necessity can assist fitness centre managers to construct and deliver member communications, as well as services and support. Research contribution Theoretically, the findings add to the limited research that focuses on the impact of COVID-19 on individual leisure activity engagement and assists in assessing how drivers of engagement evolve under differing pandemic circumstances.