Thomas Rieger

Sport Management

2011 and the New Year's resolutions

A typical scenario in fitness gyms starting January 2: crowded dressing rooms, occupied cardio machines and empty dumbbell racks. Is the assumption really true that in January members of fitness clubs train significantly more than in the months of abstinence December or August? Referring to personal impressions this assumption is true, but it should be the objective of a market research study to analyze it scientifically. Many providers try to use the New Year's resolutions to enhance the sale of their products. Currently McFit presents an interesting advertising clip, which tries to give potential customers the last push by integrating popular and recognized testimonials.

One issue is quite sure: at the latest from March the surface in fitness clubs will be a sedate place again.