Differentiating Fitness Brands through Female-Focused Holistic Training Models: Implications for Market Share Growth
DOI:
https://doi.org/10.22399/ijcesen.4918Keywords:
Female-focused fitness, holistic training models, brand differentiation, market share growth, customer retentionAbstract
The fitness industry is increasingly characterized by intense competition and shifting consumer expectations that extend beyond physical training outcomes toward holistic wellbeing. This study examines how female-focused holistic training models contribute to fitness brand differentiation and influence market share growth. Using a mixed-methods research design, the study integrates consumer-level survey data with managerial insights to analyze the relationships among holistic training attributes, perceived brand differentiation, and market performance indicators. The results reveal that holistic dimensions—particularly mental wellness integration, recovery-oriented programming, and community engagement—significantly enhance brand differentiation. Mediation analysis demonstrates that brand differentiation plays a central role in translating holistic training models into improved customer acquisition, retention, referral intensity, and perceived market share growth. Comparative analysis further shows that female-focused holistic fitness brands outperform conventional brands, especially in retention-led and advocacy-driven growth metrics. The findings underscore that sustainable competitive advantage in the fitness industry is increasingly driven by emotionally resonant, relationship-centered, and wellbeing-oriented value propositions. This study offers strategic insights for fitness brands seeking long-term growth through inclusive, holistic, and female-centric training models.
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