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Changing business models - how fitness centers reacted to COVID-19: the case study of a Polish fitness operator

In: Research Handbook on Sport and COVID-19

Author

Listed:
  • Julia Zi√≥äÇkowska
  • Tomasz Taraszkiewicz

Abstract

In the light of the COVID-19 pandemic and its consequences, the sport business, like any other economic activity, must face changing market conditions resulting from preventive measures introduced by governments. The case study upon which this chapter is based describes the Benefit Systems Group, a fitness club operator functioning in Poland and on other European markets (i.e., Czech Republic, Slovakia, Slovenia, Bulgaria, and Croatia). The analysis shows that the investigated company has implemented a wide scope of actions of different character to cope with COVID-19 related difficulties. Those activities included among others: securing financial stability, developing new products, intensifying marketing, acquiring new ventures, and expanding on new markets. A modification of the business model and an optimism related to the economic potential of the fitness sector, allowed the company to continue its' investments in the growing fitness market in Poland and other European countries despite the COVID-19 pandemic.

Suggested Citation

  • Julia Zi√≥äÇkowska & Tomasz Taraszkiewicz, 2022. "Changing business models - how fitness centers reacted to COVID-19: the case study of a Polish fitness operator," Chapters, in: Paul M. Pedersen (ed.), Research Handbook on Sport and COVID-19, chapter 6, pages 55-66, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21289_6
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