Constructing a Decision Model for Health Club Members to Purchase Coaching Programs during the COVID-19 Epidemic

Abstract

The recent COVID-19 epidemic has affected the global sports industry to a certain extent, and health clubs are no exception. To avoid unsustainable operations, health clubs need to restructure their programs to suit members’ needs. Therefore, this study constructs a two-stage framework model to evaluate health club members’ purchase of coaching programs. The first stage is to construct a hierarchy of evaluation, using the modified Delphi method, to select suitable criteria and extended sub-criteria, and add and delete them through expert discussion. In the second stage, we use the pairwise comparison matrix to calculate the weight of each criterion and sub-criterion to influence each other. Next, we evaluate and compare physical, online and offline, and live-stream coaching programs, by using network hierarchy analysis to identify the best class purchase plan during the epidemic and provide relevant suggestions. The results of the study found that during the epidemic, the primary sales were for weight training among physical programs (0.314), and activity classes among online and offline programs (0.633) as well as live-stream coaching programs (0.280). These findings have implications for health clubs in deciding which mode they need to adopt for sustainable operations.

A Hybrid Model for Fitness Influencer Competency Evaluation Framework

“…The mean value of the Dirichlet distribution is, and the non-negative parameter is γ. The w j i must be in the proximity of w agg i since it is the mean of the distribution, the proximity is determined by the parameter γ, and the distribution of the parameter γ obeys gamma distribution as in Equation (12).…”

“…Fitness influencers are more likely to be trusted by consumers than traditional celebrity endorsements when it comes to promoting fitness brands and sports products [7,[9][10][11]. The emergence of fitness influencers brings new business and development opportunities for the fitness industry [12,13]. In this study, a fitness influencer is defined as an individual who commands a significantly and actively engaged following of over 100,000 on major social media platforms, primarily focusing on delivering a range of fitness-related content, from workout routines to health and wellness advice.…”