Article
Gym-Goers Preference Analysis of Fitness Centers
during the COVID-19 Pandemic: A Conjoint Analysis
Approach for Business Sustainability
Ardvin Kester S. Ong
1,2,3
, Yogi Tri Prasetyo
1,
*, Kerr Lorenzo Picazo
1
, Kim Aaron Salvador
1
,
Bobby Ardiansyah Miraja
4
, Yoshiki B. Kurata
1,2,3
, Thanatorn Chuenyindee
1,2,5
, Reny Nadlifatin
6
,
Anak Agung Ngurah Perwira Redi
7
and Michael Nayat Young
1
Citation: Ong, A.K.S.; Prasetyo, Y.T.;
Picazo, K.L.; Salvador, K.A.;
Miraja, B.A.; Kurata, Y.B.;
Chuenyindee, T.; Nadlifatin, R.;
Redi, A.A.N.P.; Young, M.N.
Gym-Goers Preference Analysis of
Fitness Centers during the COVID-19
Pandemic: A Conjoint Analysis
Approach for Business Sustainability.
Sustainability 2021, 13, 10481.
https://doi.org/10.3390/su131810481
Academic Editors: João Carlos de
Oliveira Matias
Received: 22 August 2021
Accepted: 17 September 2021
Published: 21 September 2021
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4.0/).
1
School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St.,
Intramuros, Manila 1002, Philippines; aksong@mapua.edu.ph (A.K.S.O.); klcpicazo@gmail.com (K.L.P.);
kapsalvador@mymail.mapua.edu.ph (K.A.S.); ybkurata@ust.edu.ph (Y.B.K.);
earthclubz@windowslive.com (T.C.); mnyoung@mapua.edu.ph (M.N.Y.)
2
School of Graduate Studies, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
3
Department of Industrial Engineering, Faculty of Engineering, University of Santo Tomas, España Blvd.,
Manila 1015, Philippines
4
Faculty of Business and Economics, Universitas Surabaya, Surabaya 60111, Indonesia;
bobard.m@outlook.com
5
Department of Industrial Engineering and Aviation Management, Navaminda Kasatriyadhiraj Royal Thai Air
Force Academy, Bangkok 10220, Thailand
6
Department of Information Systems, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo,
Surabaya 60111, Indonesia; reny.nadlifatin@gmail.com
7
Industrial Engineering Department, BINUS Graduate Program—Master of Industrial Engineering, Bina
Nusantara University, Jakarta 11480, Indonesia; wira.redi@binus.edu
* Correspondence: ytprasetyo@mapua.edu.ph; Tel.: +63-(2)-8247-5000 (ext. 6202)
Abstract:
The COVID-19 pandemic has had a great impact on the fitness centers industry. The
purpose of this study is to analyze the preference of gym-goers on fitness centers in the Philippines
during the COVID-19 pandemic by utilizing a conjoint analysis approach. One thousand gym-
goers voluntarily participated in this study and answered 22 queries created from the orthogonal
design. The results indicated that Price was the highest attribute considered (21.59%), followed
by Ventilation (17.56%), Service (16.59%), Trainer (14.63%), Payment Method (11.95%), Operating
Hours (8.90%), and Login (8.70%). The results also indicated that comfort, security, and fitness center
services were the main aspects that gym-goers would consider as their main preference. The study
highlighted how gym-goers are sensitive to the price set by the fitness centers. Moreover, due to
the COVID-19 pandemic, ventilation and size are considered highly important attributes among
gym-goers. Comfort, safety, and security are the main consideration to have sustainable fitness
centers during and even after the COVID-19 pandemic. The outcome of this study may benefit
fitness centers and increase their business market by considering the preference of customers. Finally,
the result of this study can be utilized by fitness centers to promote a generalized fitness center for
gym-goers of different generations, statuses, and even socioeconomic status during and even after
the COVID-19 pandemic.
Keywords: conjoint analysis; fitness center; gym-goers; COVID-19; business sustainability; Philippines
1. Introduction
The number of fitness centers has increased throughout the years. Along with the
increase of fitness centers is the significant increase of gym goers [
1
]. This is due to how
aware people are of the effects of their age on their physical activities [
2
]. According to
the International Health, Racquet, and Sportsclub Association (IHRSA) [
3
], gym-goers
are comprised of 33% from Generation Y, also known as Millennials (born between 1980
Sustainability 2021, 13, 10481. https://doi.org/10.3390/su131810481 https://www.mdpi.com/journal/sustainability
