The Consumer of Low-cost Fitness Centers in Spain: Longitudinal Analysis of the Profile and Typology of Use

Since its emergence in 2010, the low-cost business model has experienced one of the greatest growths in recent years in the fitness sector, placing Spain as one of the leading countries in terms of consumer base and business volume. The purpose of this study was to analyse longitudinally the profile and typology of users of low-cost fitness centres in Spain over the past five years (2014-2018).

A total of 42,867 sports consumers (22,985 women and 19,882 men) from different chains of low-cost fitness centres participated in the study. The analysis focused on demographic variables, usage patterns, and loyalty indicators.

Results show that most users are young, primarily aged between 21 and 30 years. However, there was a notable increase in the number of consumers aged between 41 and 60. On average, users attended the centre twice a week and had a membership duration of one to two years. In terms of loyalty, most users were classified as neutral based on the Net Promoter Score (NPS).

The study reveals changes in the profile of low-cost fitness centre users in Spain (2014-2018), with more users aged 41-60, increased usage frequency, and longer retention. While this suggests greater adherence, the NPS decline indicates rising expectations. Findings underscore the need to adjust loyalty and segmentation strategies to enhance user experience in this model.

Low-cost fitness centres in Spain mainly attract young users, though middle-aged participation is rising. Usage is moderately frequent and sustained, while loyalty remains neutral, indicating opportunities to improve retention through targeted strategic enhancements.