Marketing for the Health and Fitness Industry: Technology, Strategy and Value provides an encompassing exploration of the current landscape in health and fitness marketing, expertly navigating the evolving challenges and transformations shaping the industry. Authored by a seasoned health and fitness practitioner, this monograph seamlessly weaves together diverse subjects such as participation trends, consumer behaviors, consumption values, and technology's impact. Spanning from the fitness boom of the 1970s to the present, the text offers a holistic perspective, offering practical insights into this dynamic and fast-paced market.
Marketing for the Health and Fitness Industry: Technology, Strategy and Value provides an encompassing exploration of the current landscape in health and fitness marketing, expertly navigating the evolving challenges and transformations shaping the industry.
Chapter
1. Introduction; Nicola Williams-Burnett
Chapter
2. The Health and Fitness Consumer; Vera Pedragosa, Vķtor Sobral, and
Celina Gonēalves
Chapter
3. Sport and Physical Activity Consumption Values; Paula Kearns
Chapter
4. Technology; Catherine Tryfona and Hannah R. Marriott
Chapter
5. Social Media and the Rise of the Fitness Star; Hannah R. Marriott
Chapter
6. Engaging the Inactive and or Hard to Reach Demographics; Nicola
Williams-Burnett
Chapter
7. Summary; Nicola Williams-Burnett and Steve Osborne
Nicola Williams-Burnett is a Senior Lecturer in Sport Marketing and Media at Cardiff Metropolitan University, UK. Nicola worked as a marketing executive and manager in the IT and manufacturing industry before moving into higher education as a Lecturer. Nicola is also a part-time fitness instructor while also working as a marketing practitioner within B2B and B2C companies.
Hannah R. Marriott is a Lecturer in Marketing and Strategy at Cardiff University Business School, UK. Her research area concerns understanding consumer psychology surrounding their digital behaviour. She is particularly interested in researching consumer behaviour surrounding digital assistants, mobile applications and AI technology.
