Musser Michael Research Paper

Running Head: HOW CAN GYMS INCENTIVIZE PEOPLE TO JOIN?
Gym membership retention via Group fitness classes and Onboarding
Advanced Scientific Research Paper
Submitted to the Center for Advanced Studies, Wheeler High School
by
MUSSER, MICHAEL
Center for Advanced Studies

Wheeler High School
Marietta, GA
November 2018
HOW CAN GYMS INCENTIVIZE PEOPLE TO JOIN?
2
Abstract
This research was designed to give gyms information on the reasons why people are incentivized
to join, helping them appeal to more people and thus gain more members. A qualitative research
method was used, specifically a survey to gather data, and then a report of the findings was used
to help spread information to the gym so they could better their business. The foundational
subproblem of finding the different factors gyms use to promote membership was answered
through a literature review of different sources that relate to the question and could give a
background for the applied subproblem. For the applied subproblems, data was collected through
a survey of Just Fitness members that asked them why they were motivated to exercise, and the
subjects’ answers were then used to categorize them into being either externally or intrinsically
motivated to exercise. The survey results concluded that the majority of people are intrinsically
motivated to exercise, so they are motivated more for the personal rewards of exercise as
opposed to being motivated by the chance to earn an award. This data can be provided to gyms
so that they can then use it to better appeal to the average customer and improve their business as
a result. Further research that could be conducted is evaluating what specific characteristics of a
gym do potential customers look for before picking one to join.
Key Words: intrinsic, external, motivation, exercise, incentive

3
Table of Contents
Chapter 1: Introduction………………………………………………………………………....4
Statement of the Problem……………………………………………………………………...4
Purpose of the Study………………………………………………………………………......4
Research Questions………………………………………………………………………........4
Hypothesis Statement….……………………………………………………………………....5
Significance of the Study……………………………………………………………………... 5
Definition of Key Terms…....…………………………………………………………………5
Summary…………...………………………………………………………………………….6
Chapter 2: Literature Review…………………………………………………………………...7
Foundation Subtopic [repeat as needed]....................................................................................7
Summary..................................................................................................................................11
Chapter 3: Research Method…………………………………………………………………..12
Research Methods and Design(s).............................................................................................12
Population ...............................................................................................................................12
Sample......................................................................................................................................13
Materials/Instruments .............................................................................................................13
Operational Definition of Variables ........................................................................................13
Data Collection, Processing, and Analysis..............................................................................14
Assumptions.............................................................................................................................14
Limitations...............................................................................................................................14
Delimitations............................................................................................................................15
Ethical Assurances...................................................................................................................15
Summary..................................................................................................................................15
Chapter 4: Findings.....................................................................................................................16
Results......................................................................................................................................16
Evaluation of Findings.............................................................................................................16
Summary .................................................................................................................................17
Chapter 5: Implications, Real World Connections, Recommendations, and Conclusions...18
Implications..............................................................................................................................18
Recommendations....................................................................................................................19
Conclusions..............................................................................................................................19
Reference......................................................................................................................................20
4
Chapter 1: Introduction
The following research goes in depth into how a gym can create incentive for people to
purchase a membership. This overarching idea is split into three sub-problems, two basic and one
applied. The research will discuss different factors that gyms use to promote memberships, as
well as how the customer interest level of certain factors is measured. 10 peer reviewed and valid
sources are used in this paper, as well as a valid and reliable survey made by David Markland,
PhD. The following paper consists of a literature review, research method section, and a findings
section. The data collection involved in this research will be centered around the applied
sub-problem, which involves what makes people motivated to attend a gym and what factors
influence this.
Statement of the problem
There is a lack of knowledge on how a gym can create incentive for people to purchase a
membership.
Purpose of the study
The purpose of this study is to find out how gyms can improve their businesses using
techniques that will best attract customers.
Research question
What makes people motivated to attend a gym and what factors influence this?
5
Hypothesis
The most common survey response will be that people are intrinsically motivated to
exercise. The dependent variable of the study is the customer interest in the gym, and the
independent variable is the survey responses indicating whether they are intrinsically or
externally motivated.
Significance of study
This study poses benefits in that it is a valuable tool for future gyms to use. This study
will make it clear which aspects of a gym or combination of aspects will be most interesting in
the customer's eyes. This will be clear based on survey responses indicating whether or not the
majority of people are externally or intrinsically motivated to exercise. Using this data gyms can
focus more on specific aspects related more to the more prevalent type of motivation to help
improve their business more quickly.
Definition of Terms
Free weights. A weight used in weightlifting that is not attached to an apparatus.
Hammer strength. the No. 1 brand of plate-loaded equipment in the world and is
designed to move with the body's natural path of motion.
Group fitness class. The term group fitness encompasses any and all form of fitness
that’s done in a group setting, lead by a personal trainer or group instructor.
Social Media. websites and applications that enable users to create and share content or
to participate in social networking.
Free trial. A product or service that is offered to customers for free for a short period of
time so they can try using it

6
Onboarding. Member onboarding is an intentional process whereby a NEW member is
introduced gradually to the fitness center by meeting one-on-one with a dedicated
professional/coach. Discovering the member’s goals, their barriers, and self-efficacy,
as well as helping them reach those goals, and getting integrated into the facility, are
key components of the onboarding process.
Retention. the continued possession, use, or control of something.
Personal trainer. an individual certified to have a varying degree of knowledge of
general fitness involved in exercise prescription and instruction. They motivate
clients by setting goals and providing feedback and accountability to clients.
External motivation: reward-driven behavior, type of operant conditioning. Operant
conditioning is a form of behavior modification that uses rewards or punishments to
increase or decrease the likelihood that specific behaviors will recur.
Intrinsic motivation: when internal forces like personal growth or a desire to succeed
fuel your drive to complete a task. Intrinsic motivation is typically seen as a more
powerful incentive for behaviors that require long-term execution.
Summary
Chapter 1 introduced the research study being conducted and the purpose and goals of it.
The hypothesis of the study is that the majority of people are intrinsically motivated to exercise,
and this hypothesis will be tested and data will be evaluated. This study will not only help gyms
to improve business, but also to help encourage people to go exercise and become healthier.
7
Chapter 2: Literature Review
The fitness world has become very competitive due to many factors such as location,
quality of gym, type of gym, and people wanting to have the best physique. For these reasons,
gyms must find the best aspects a gym has to offer to attract customers, and keep them
interested. This idea is introduced by the first foundational sub-problem of this paper. However,
a complete understanding of why customers attend gyms is needed to know which aspects will
be best for a gym to implement. It is also essential for gyms to know how to gather data on what
interests customers and their ideas and opinions about the gym, as elaborated by the second
foundational sub-problem of this paper. The literature review for these sub-problems included
ten sources, and help gain a better understanding of the subjects.
Gym aspects of interest
Some aspects that interest customers include a 2 week free trial, special offers, website,
social media, time and type of fitness classes, and personal trainers, and 24/7 access cards, just to
name a few. A study conducted by Jang et al (2018) examined factors influencing enrollment
choice at fitness centers in South Korea and the relative importance of each. They distributed
forms to 300 people who were enrolled at fitness centers in Seoul. After describing the purpose
and significance of the study, the people who agreed to take part completed the survey. The
results of the survey conducted by Jang et al (2018) show that all the customers were most
influenced by the membership fee followed by the environment, accessibility, and equipment, in
that order, regardless of the length of time they had been enrolled and exercised at the center.
Jang et al (2018).

8
Personal trainers are also an important aspect that gyms should heavily emphasize in
order to be successful. In a study by Wen-Yu Chiu, Yuan-Duen Lee and Tsai-Yuan Lin (2010), it
is stated that “not only are personal trainers the face of the personal fitness industry, they also
generate a significant portion of revenue in this multi-billion dollar business. It is therefore
essential to produce the best possible personnel.” The article goes on and elaborates more on
selecting the best personal trainers, because of their value to a gym because customers look for
good trainers.
Another important aspect of many gyms is the persuasive effect of member-get-member
referral programs (Chan et al 2014). It was hypothesized that for low-involvement products, the
persuasion likelihood of the MGM referral program will be higher when financial rewards are
offered than when nonfinancial or no rewards are offered (Chan et al 2014). This study, proved
that for low-involvement products, differences in reward type were significant and preference for
type of reward was in the predicted order.
In addition, as stated in an article by Whitehead (1991), intrinsic motivation is used as a
primary factor for a majority of people to attend the gym. The study that was conducted to
“compare effects on exercise intrinsic motivation and physical self-worth of taking either the
President's Challenge or the Fitnessgram fitness test battery”(Whitehead 1991). By using
intrinsic motivation, the study aims to prove the point that people are more likely to be motivated
from exercise at the gym, whether it be the President’s challenge or the Fitnessgram fitness test
battery. This is opposed to being externally motivated, such as by the opinions of friends or
family members. The results of this study give a solid background to make an educated
hypothesis for solving the applied sub-problem with data collection from Just Fitness 4U. Using
9
this information, the sub-problem can be better hypothesized because of the fact that a large
majority of people are intrinsically motivated to exercise, thus being a reason for them to become
members of a gym.
In order to be able to attract people of all levels of athleticism and healthiness, it is
essential to have a wide range of sports facilities in the gym, as shown by a study by Ineke
Deelen, Dick Ettema and Carlijn B. M. Kamphuis. This study seeks to find out how sports
participants best perform. In the article it states that “increasing participation in sports and
physical activity is an important health objective in developed countries [1,2]. An important way
for (local) governments to achieve this objective is to provide easily accessible facilities where
sports can be practiced” Kamphuis (2018). Seeing as gyms are a popular spot for athletes to
work out, it would be beneficial for gyms to include small amounts of sporting equipment to
better appeal to the entire population. Gyms could then use the fact they have sporting equipment
as an advertising campaign to attract more customers.
Customer interest measurement
Another study conducted by Feng et al (2017) examines how to validate the role of
consumers' perceived trust and satisfaction in the internal mechanism of the effect of nonprofit
organizations' social media strategies on consumers' donation intention and electronic
word-of-mouth. In other words, they hypothesized that perceived interactivity will have a
positive effect on consumer trust in NPOs (non-profit organizations). As found by the study,
NPOs can take advantage of social media as a channel for consumers to obtain educational and
useful information about the organization, and as a venue for them to engage in sincere and
friendly communication with the NPO and other consumers (Feng et al 2017).
10
With so many different marketing strategies out there, it is essential that gyms find out
what their customers want. According to Monthly Labor Review (1987), a survey of research on
17 worksite exercise programs supports the view that these activities improve employee fitness
and help reduce health risks. In another study by Ivanka Prichard and Marika Tiggemann (2012),
it says “This study aimed to ident5 predictors of self-objectification among exercising women. A
brief questionnaire incorporating demographic questions and measures of self-objectification
was completed by 133 new female fitness center members (aged 16 to 68 years) upon joining a
fitness center and 12 months later.” In both of the two previous studies, a survey was used to
gather information about fitness data and improve the gym for the better with knowledge of
customers.
Also, a study by Song et al (2015) looks into what are factors that might explain why
people form an intention to continue working out at public fitness and sports centers. They
hypothesized that subjective norms would be more strongly related to intention to continue to
play or practice solo sports at public fitness and sports centers than it would be for sports played
or practiced with others. Participants were 115 women and 150 men who were members of four
public fitness and sports centers in Korea. Their mean age was 37.15 years (Song et al 2017).
However, the important aspect of this study, which relates to the sub-problem, is how this
particular study collected data on the participants’ interests. They were surveyed, which furthers
the idea that surveys are a good way to collect data about people and their opinions. Participants
were approached and those who agreed to complete our survey did so and returned the
completed forms (Song et al 2017). As shown by this study, surveys are a valid and reliable way
to gather information and determine important information on consumer opinions.

11
Measuring customer interest is a key component when deciding what the best marketing
strategy for a business to take is. Norton et al (2018) conducted a study to evaluate some of the
different methods that can be used to measure customers’ interest. The study consisted of
comparing two pre-exercise screenings, one that was completed online, and one that was
completed in person. The results of the study concluded that an online option was the superior
method for the screening, because the subjects were more honest about their answers, thus
having their self reported results better match the objectively measured results.
Summary
The two foundational sub-problems that are being reviewed are needed to have a
complete understanding of the research study. Foundational sub-problem 1 asks the question of
what aspects of a gym attract members, and this is answered in detail by sources. Trainers,
fitness classes, exercising are important factors, just to name a few. Foundational sub-problem 2
asks the question of how is customer response to different marketing techniques measured. The
sources evaluated yielded results that people are more likely to respond to online marketing and
surveys than in person.

12
Chapter 3: Research Method
Statement of the problem
There is a lack of knowledge on how a gym can create incentive for people to purchase a
membership.
Purpose of the study
techniques that will best attract customers.
Hypothesis
The most common survey response will be that people are intrinsically motivated to
exercise. The dependent variable of the study is the customer interest in the gym, and the
Research Methodology and Design(s)
Quantitative research and descriptive statistics were the appropriate methods for the
collection of data because they are the best way to perform a systematic empirical investigation
of observable phenomena. Because the data was collected through a survey, the observations
were then used to create a method for gyms to use in order to increase business and sell more
memberships through incentivizing the consumers. This study was the optimal choice for the
research because it accurately gathered the ideas of the participants, who were a good sample of
the entire population.
Population
The estimated population is all people who are already members of gyms. By gaining
13
knowledge about these people and why they exercise, gyms can then focus their marketing
efforts on appealing to similar people who do not have gym memberships.
Sample
The sample of people who participated in the survey were all members of Just Fitness. To
get the responses, a stratified random sample was taken amongst the people working out at the
gym while I was there. I made sure to get a somewhat evenly distributed number of males and
females, and get people of all ages. I ended up gathering 52 total responses of a very diverse
sample group.
Materials/Instruments
All data was collected through Google Forms and was organized with an excel
spreadsheet. Google Forms was the best way to collect data and keep it organized in one place. It
also gave the subjects the chance to be anonymous and answer completely honestly. The survey
consisted of internal consistency reliability because the questions guided the answers so that the
subject would either lean towards being intrinsically motivated or externally motivated to
exercise. The study has content validity because it covers all relevant reasons that people would
be motivated to exercise before categorizing them.
Operational Definition of Variables
The dependent variable of the study is the customer interest in the gym, and the

14
Data Collection, Processing, and Analysis
In order to collect data, a Google Form survey was created that replicated the Behavioral
Regulation in Exercise Questionnaire - 3: Exercise Motivation Measurement. The sample of
people who were surveyed were asked to fill out the survey and the results were documented
through Google Forms. Then, for each question, a bar graph display of the responses was created
to be able to determine what the majority of people’s opinions were about their motivation to
exercise. The questions that were focused on were the ones that indicated intrinsic motivation
and those indicating external motivation. Based on the Behavioral Regulation in Exercise
Questionnaire, each question is a determinant on whether the answer is a factor of being
externally motivated to exercise or intrinsically motivated to exercise. Therefore, the questions
were sorted based on what their answers determined about the subject.
Assumptions
It is assumed that all participants in the study are already members of Just Fitness and
regularly attend workout sessions at the gym, since they were already at the gym when they were
being surveyed. It is also assumed that the population of people whom the sample is meant to
represent is all people who are members of any gym. The participants in the survey are also
assumed to have answered completely honestly, since the survey was anonymous, the only
identifying factor being taken into consideration was gender.
Limitations
Limitations of this study include the fact that the study was unfunded. This study is also
limited to members of Just Fitness 4U, and has a time restriction due to the fact that data was
15
only collected for one semester. One possible weakness of the study is that a substantially greater
amount of women were surveyed than men. This could be due to many factors including the
times of fitness classes during the day, which could influence how many women are present at
the gym, as well as there may just be more female members at Just Fitness.
Delimitations
The study was focused on people who already have gym memberships at Just Fitness in
order to better understand their motivation for joining the gym. By doing this, gyms can then
know how to appeal to those who are not already members of gyms, and give them incentive to
do so, bettering the gym’s business.
Ethical Assurances
The confidential survey was completely voluntary for all subjects who responded. The
subjects were also informed prior to completing the survey on what the data was being used for
and why they were chosen to be asked to take part.
Summary
The data that was gathered through the survey was important to the study and in
evaluating the type of motivation that people have for exercising and doing so at a gym. This
chapter also covers the assumptions, limitations, and delimitations of the study, and gives the
research a solid base to stand on. The chapter describes the ethical insurances, and all variables,
materials and instruments.

16
Chapter 4: Findings
techniques that will best attract customers. This chapter is meant to display the results of the data
collection survey and explain what those results mean for the gyms.
Results
The questions asked the subject to rate how much they related to the question on a 1-5
scale, the higher the response meaning the more they identify with the statement. Based on the
data collected from the survey, it is apparent that most people who responded to the survey
related more to the questions that identified as being intrinsically motivated to exercise.
Evaluation of Findings
The data concluded that the majority of people are intrinsically motivated to exercise.
This means that they are motivated by the idea of self growth, as opposed to external motivation
such as influence from friends or the goal of an award. Focusing just on the questions that were
indicators of externally motivated people or intrinsically motivated people, two bar graphs were
made to show which one had higher responses.

17
Based on the results gathered, gyms can then use this information to better their
marketing techniques to appeal to the specific intrinsic reasons people are motivated to join a
gym.
Summary
This chapter covers the results and findings of the study, including graphs that describe
the data in a more understandable way. The evaluation of findings elaborates more on the results,
and what they mean in the context of the study. The actual conclusions about the meaning of the
data is expanded on in Chapter 5.

18
Chapter 5: Implications, Real World Connections, Recommendations, and Conclusions
The study was designed to solve the issue of gyms not knowing how to give potential
customers incentive to join the gym. The study was designed to gather data on what motivates
people to exercise and use this to attract new customers and improve business. A survey was
used to collect data to decide if the majority of people are intrinsically or externally motivated to
exercise. One major limitation of the study is that the subjects who responded to the survey were
all members of Just Fitness 4U, and the majority of them were female, which could skew the
data. This chapter will go over the implications of the results of the study and how they will
affect the real world going forward.
Implications
Implications of this study are valuable for gyms everywhere, and can be used to further
research in the area. The question of “How can a gym create incentive for people to purchase a
membership?” is answered in this research by the three sub-problems. It was determined that
people generally come to the gym because they are intrinsically motivated to exercise. Using this
information, along with aspects and methods of measuring customer interest from the first two
sub-problems, it can be said that in order to create incentive to join a gym, the gym must
implement more aspects that appeal to intrinsically motivated people. Gyms could then better
their businesses using this data as well. Also, without the literature reviewed in chapter 2, this
study could not have been completed.
Real World Connections
The purpose of the study is to help gyms improve business and obtain more customers.
19
Because the results concluded that the majority of people are intrinsically motivated to exercise,
gyms can focus their marketing campaigns on this. An example would be to appeal to the
customer’s potential to get in shape and stay healthy, for their own personal sense of
achievement. The next step for gyms in the future would be to research how they can ensure their
gym is providing customers with all of the necessary machines and classes that they need to
enjoy their workout and maintain their membership.
Recommendations
A recommendation for practical applications of this study is for Just Fitness 4U, and
gyms everywhere, to use this data for their own and improve their marketing techniques to
accommodate to the desires of the potential customers and thus improve businesses with it.
Conclusions
Chapter 5 summarizes all the implications and real world connections for the study. The
fact that gyms should implement aspects that appeal more to intrinsically motivated people
comes up multiple times in the chapter. In short, in order for gyms to know how to attract
customers, they need to find ways to appeal to the most common ways of motivating people
which is, as the study shows, feelings of health and self accomplishment.
20
References
Jang, W. Y., & Choi, K. (2018). FACTORS INFLUENCING CHOICE WHEN ENROLLING
AT A FITNESS CENTER. Social Behavior and Personality: An International Journal,
46(6), 1043+. Retrieved from
http://link.galegroup.com/apps/doc/A544513588/GPS?u=mari36952&sid=GPS&xid=fb395
b46
Chan, S. T. H., Lin, T. M. Y., & Bodhi, P. (2014). Exploring the persuasive effect of
member-get-member referral programs. Social Behavior and Personality: An International
Journal, 42(6), 891+. Retrieved from
http://link.galegroup.com/apps/doc/A396138719/GPS?u=mari36952&sid=GPS&xid=d6d4
7225
Feng, Y., Du, L., & Ling, Q. (2017). HOW SOCIAL MEDIA STRATEGIES OF NONPROFIT
ORGANIZATIONS AFFECT CONSUMER DONATION INTENTION AND
WORD-OF-MOUTH. Social Behavior and Personality: An International Journal, 45(11),
1775+. Retrieved from
http://link.galegroup.com/apps/doc/A520460255/GPS?u=mari36952&sid=GPS&xid=d556
67ef
Gao Z. (2008). College students' motivation toward weight training: a combined perspective.
Journal of Sport Behavior, 13( 1), 22-27. Retrieved from
go.galegroup.com/ps/retrieve.do?tabID=T002&resultListType=RESULT_LIST&searchRe
sultsType=SingleTab&searchType=AdvancedSearchForm&currentPosition=2&docId=GA
LE%7CA175351090&docType=Report&sort=Relevance&contentSegment=&prodId=GPS
&contentSet=GALE%7CA175351090&searchId=R42&userGroupName=mari36952&inP
S=true
Deelen, I., Ettema, D., & Kamphuis, C. B. M. (2018). Sports participation in sport clubs, gyms
or public spaces: How users of different sports settings differ in their motivations, goals,
and sports frequency. PLoS ONE, 13(10), e0205198. Retrieved from
http://link.galegroup.com/apps/doc/A557683720/GPS?u=mari36952&sid=GPS&xid=68b8
73eb
Song, C.-I., & Park, H. S. (2015). Testing intention to continue exercising at fitness and sports
centers with the theory of planned behavior. Social Behavior and Personality: An
International Journal, 43(4), 641+. Retrieved from
http://link.galegroup.com/apps/doc/A419268205/GPS?u=mari36952&sid=GPS&xid=bb3c
055c
Hessel A. L., Lindstedt S. L., & Nishikawa K. C. (2017). Physiological Mechanisms of Eccentric
Contraction and Its Applications: A Role for the Giant Titin Protein. Frontiers in
Physiology. doi: http://dx.doi.org/10.3389/fphys.2017.00070
21
Filho J. C. J., Gobbi L. T. D., Gurjao A. L. D., Gonclaves R., Prado A., & Gobbi S. (2013).
Effect of different rest intervals, between sets, on muscle performance during leg press
exercise, in trained older women. Journal of sports science and medicine, (12)1, 138-143.
Retrieved from
S=true
Schmitz B., Rolfes F., Schelleckes K., Mewes M., Thorwesten L. & Kruger M. (2018). Longer
Work/Rest Intervals During High-Intensity Interval Training (HIIT) Lead to Elevated
Levels of miR-222 and miR-29c. Frontiers in Physiology. doi:
http://dx.doi.org/10.3389/fphys.2018.00395
Meirelles C. M. & Gomes P. S. C. (2016). Effects of short-term carbohydrate restrictive and

conventional hypoenergetic diets and resistance training on strength gains and muscle
thickness. Journal of sports science and medicine, (15)4, 578-584. Retrieved from
S=true
Whitehead, James R., and Charles B. Corbin. "Effects of fitness test type, teacher, and gender on
exercise intrinsic motivation and physical self-worth." Journal of School Health, vol. 61,
no. 1, 1991, p. 11+. Student Resources in Context,
c782. Accessed 27 Nov. 2018.
Deelen, I., Ettema, D., & Kamphuis, C. B. M. (2018). Sports participation in sport clubs, gyms or
public spaces: How users of different sports settings differ in their motivations, goals, and
sports frequency. PLoS ONE, 13(10), e0205198. Retrieved from
73eb
Norton L, Thomas J, Bevan N, Norton K (2018) Agreement between pre-exercise screening

questionnaires completed online versus face-to-face. PLoS ONE 13(6): e0199836.
22
https://doi.org/10.1371/journal.pone.0199836
Editor: Hajo Zeeb, Leibniz Institute for Prevention Research and Epidemiolog
Linking employee fitness programs to lower medical costs and absenteeism. (1987). Monthly
Labor Review, 110(11), 27+. Retrieved from
http://link.galegroup.com/apps/doc/A6217837/GPS?u=mari36952&sid=GPS&xid=b8c239
db
Chiu, W.-Y., Lee, Y.-D., & Lin, T.-Y. (2010). Performance evaluation criteria for personal
trainers: an analytical hierarchy process approach. Social Behavior and Personality: An
International Journal, 38(7), 895+. Retrieved from
http://link.galegroup.com/apps/doc/A237205145/GPS?u=mari36952&sid=GPS&xid=4cca7
d0d
Prichard, I., & Tiggemann, M. (2012, Spring). Predictors of self-objectification in new female
fitness center members. Women in Sport & Physical Activity Journal, 21(1), 24+.
Retrieved from
http://link.galegroup.com/apps/doc/A328533833/GPS?u=mari36952&sid=GPS&xid=c13d
1935

Musser Michael Research Paper

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Musser Michael Research Paper

Uploaded by

Copyright:

Available Formats

Running Head: HOW CAN GYMS INCENTIVIZE PEOPLE TO JOIN?

Gym membership retention via Group fitness classes and Onboarding

Advanced Scientific Research Paper

Submitted to the Center for Advanced Studies, Wheeler High School

Center for Advanced Studies

gym do potential customers look for before picking one to join.

Key Words​: intrinsic, external, motivation, exercise, incentive

Statement of the problem

Purpose of the study

techniques that will best attract customers.

improve their business more quickly.

Free weights.​​ A weight used in weightlifting that is not attached to an apparatus.

designed to move with the body's natural path of motion.

that’s done in a group setting, lead by a personal trainer or group instructor.

to participate in social networking.

time so they can try using it

introduced gradually to the fitness center by meeting one-on-one with a dedicated

professional/coach. Discovering the member’s goals, their barriers, and self-efficacy,

key components of the onboarding process.

Retention.​​ the continued possession, use, or control of something.

Personal trainer. ​an individual certified to have a varying degree of knowledge of

general fitness involved in exercise prescription and instruction. They motivate

clients by setting goals and providing feedback and accountability to clients.

External motivation​​: reward-driven behavior, type of operant conditioning. Operant

conditioning is a form of behavior modification that uses rewards or punishments to

increase or decrease the likelihood that specific behaviors will recur.

powerful incentive for behaviors that require long-term execution.

ten sources, and help gain a better understanding of the subjects.

Gym aspects of interest

Jang ​et al​ (2018).

generate a significant portion of revenue in this multi-billion dollar business. It is therefore

Another important aspect of many gyms is the persuasive effect of member-get-member

type of reward was in the predicted order.

In addition, as stated in an article by Whitehead (1991), intrinsic motivation is used as a

President's Challenge or the Fitnessgram fitness test battery”(Whitehead 1991). By using

In order to be able to attract people of all levels of athleticism and healthiness, it is

as an advertising campaign to attract more customers.

Customer interest measurement

organizations' social media strategies on consumers' donation intention and electronic

brief questionnaire incorporating demographic questions and measures of self-objectification

to gather information and determine important information on consumer opinions.

surveys than in person.

Statement of the problem

Purpose of the study

techniques that will best attract customers.

Research Methodology and Design(s)

the entire population.

efforts on appealing to similar people who do not have gym memberships.

be motivated to exercise before categorizing them.

Operational Definition of Variables

Regulation in Exercise Questionnaire - 3: Exercise Motivation Measurement. The sample of

Questionnaire, each question is a determinant on whether the answer is a factor of being

externally motivated to exercise or intrinsically motivated to exercise. Therefore, the questions

identifying factor being taken into consideration was gender.

do so, bettering the gym’s business.

and why they were chosen to be asked to take part.

materials and instruments.

made to show which one had higher responses.

data is expanded on in Chapter 5.

affect the real world going forward.

study could not have been completed.

Real World Connections

enjoy their workout and maintain their membership.

Key Words: intrinsic, external, motivation, exercise, incentive

Free weights. A weight used in weightlifting that is not attached to an apparatus.

Retention. the continued possession, use, or control of something.

Personal trainer. an individual certified to have a varying degree of knowledge of

External motivation: reward-driven behavior, type of operant conditioning. Operant

Jang et al (2018).