As especificidades do marketing no ramo de academias: um estudo de caso na academia da vila em Regeneração-PI

Abstract

The growth of the fitness sector in Brazil has intensified competition among gyms, even in small municipalities, making marketing an essential tool for attracting and retaining clients. In this context, this study aimed to analyze the marketing strategies used by Academia da Vila, located in the municipality of Regeneração-PI, seeking to understand how these actions contribute to attracting and retaining students. The research is characterized as exploratory, with a qualitative approach, using bibliographic and documentary research and a case study as methodological procedures. Data collection was carried out through a semi-structured questionnaire applied to the gym's manager, in addition to analyzing the company's digital positioning on social media. The results showed that Academia da Vila predominantly uses digital marketing strategies through Instagram and WhatsApp, with daily posts focused on showcasing student results and workout videos. It was found that marketing actions are planned and executed by the owner himself, without a specific team for this purpose. In conclusion, digital marketing is a relevant tool for the visibility and growth of Academia da Vila, contributing to attracting new students and strengthening its presence in the local market. However, the implementation of more structured relationship and loyalty strategies can enhance the results achieved, favoring the competitiveness and sustainability of the business in an increasingly dynamic and competitive environment.