Participation and deterrence in fitness gyms' memberships amongst female teachers in Singapore

This research examined elements on why female teachers sign up and do not sign up for a fitness gym membership. There has been evident increase in the number of group-training fitness gyms opening in Singapore, and the participation rate amongst females are on the rise. The result of this study will enable gym operators to better understand how to cater to and engage a specific target audience – female teachers. Participants of this study comprised of ten healthy female teachers, aged 34 to 45. Out of the ten participants, five of them were members of fitness gyms and five of them were non-members of fitness gyms. A semi-structured interview was conducted with each participant. Each interview was audio-recorded, before being transcribed verbatim. A thematic analysis approach was used for data analysis and higher order themes were identified for each group of participants. Notable elements for membership sign up included body and mental health, social integration, instructors’ guidance and convenience of gym facilities. Elements for deterrence included high cost of membership, lack of time, dislike for long term commitment and inconvenience of schedule. The paper discusses the controllable and uncontrollable factors associated with signing up for membership including, cost of membership and the occupations of participants such as working hours and teachers’ circumstances. This research, however, is limited due to the small sample group. Future research can be done with a larger sample group to identify more trends.Bachelor of Science (Sport Science and Management