Marketing strategies to maintain and attract customers during the COVID-19 pandemic in gyms of Ribeirao Preto-SP, Brazil

Introduction: Brazil is ranked third in the world in fitness service billing, with 34,509 registered gyms. However, the COVID-19 pandemic brought challenges and a drop in this revenue. Consequently, the gyms were forced to adopt new management and marketing strategies to stay in the market facing the contemporary context. Background: To identify the sports marketing strategies used by gym managers in Ribeirao Preto, SP, Brazil, to keep and attract new customers during the COVID-19 pandemic. Methods: A qualitative study was performed through semi-structured interviews, conducted through the Google Meet tool, recorded to be transcribed and analyzed. Results: Among the strategies used by the six managers interviewed stand out: gym safety and cleanliness as marketing;the prioritization of the relationship with customers as the main form of retention;the overuse of bonus marketing;packages and more attractive monthly fees to keep and at the same time attract new customers;and, also the use of social networks as the main form of attraction. The problems were similar among the managers, with at least 1/3 indicating the lack of a specific budget for marketing, centralized campaigns in other locations or franchises, inefficient live broadcasts, and traditional marketing with a very high cost. Final words: The managers needed to overcome the pandemic obstacles to plan and promote marketing strategies for gyms with different objectives, public, and size. There are still few studies on the relationship between marketing and Brazil's fitness market, highlighting the importance of more studies that address this theme.

Influence of physical activity during outbreak on psychological states in adults in the COVID-19 pandemic: a study protocol

This coronavirus pandemic has placed unprecedented restrictions on people's physical activity and routines. Prolonged home stays may lead to fear, panic, anxiety, and depression states, which in turn, can drive to a reduction of active lifestyles. Hence, determining the psychological response in the general population, and the influence level of home-based physical activity development could be relevant during this exceptional Covid-19 disease quarantine period. A multicenter, cross-sectional, and observational study design will be conducted in 12 Iberoamerican countries expecting to enroll 3,096 participants, through a snowball sampling technique. The study started on March 15th, 2020, and it is expected to be completed in August 2020 through online survey that will include demographic data, health status, psychological impact of the Covid-19 outbreak, mental health status, and level of physical activity. This study will be conducted following the principles established by the protocol, the Declaration of Helsinki, and the Ethical Guidelines for Clinical Research. Data from the study will be disseminated in manuscripts for submission to peer-reviewed journals as well as in s for submission to relevant conferences.