How do gym brands differentiate in a crowded market?

ABSTRACT Date: 9th of June 2020 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Rikesh Chouhan Johannes Yakoub (97/04/13) (96/09/02) Title: How do gym-brands differentiate in a crowded market? Tutor: Edward Gillmore Keywords: Advertisement, Brand perception, Competitive strategies, Branding. Research Questions: How are the major gym companies differentiating in order to attract new customers and keeping their old customers? What views do customers have on the different actors in the gym sector? Purpose: The study is conducted to see how gym-brands can differentiate and survive in such a crowded market. Method: A Mixed method, deductive study has been conducted. The authors collected their data through secondary sources on the internet and through a survey. Conclusion: The paper confirmed that the perception gym companies create are the same perception that members have of the targeted gym. Factors such as cost, flexibility and family/friends are key to get new customers. By using advertising and competitive strategies to differentiate they succeed to present their perception