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All Journal Buletin Poltanesa
Dinesh Basti Farani
Polytechnic of Madiun
Agriculture, Biological Sciences & Forestry Computer Science & IT Education

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Analysis of Marketing Strategies for Women-Only Fitness Centers in Madiun City within Global Industry Trends Dinesh Basti Farani; Dinta Sugiarto; Ira Hasti Priyadi; Agustinus Doedyk Setiyawan
Poltanesa Vol 27 No 1 (2026): June 2026
Publisher : P3KM Politeknik Pertanian Negeri Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51967/tanesa.v27i1.3604

Abstract

This study analyzes the marketing strategies of women-only fitness centers, exemplified by Fitday Studio Madiun, within the broader context of global industry trends and local socio-economic dynamics. Driven by a growing awareness of preventive health and women's specific needs for privacy and comfort in exercise environments, the women-only fitness segment is experiencing rapid growth. This research employs the 7Ps marketing mix and SERVQUAL model to evaluate Fitday Studio's approach, identify key motivations and barriers to female participation, and assess its market positioning. Findings indicate that Fitday Studio effectively leverages its all-female staff ("People") and comprehensive, private facilities ("Physical Evidence") to address significant socio-cultural and psychological barriers, such as body image concerns, potential harassment, and modesty norms, which often hinder women's participation in mixed-gender gyms. The study highlights that service quality, particularly "Assurance" and "Empathy," is crucial for customer satisfaction and loyalty in this niche market. Theoretically, this research contributes to the literature on niche service marketing in culturally sensitive contexts. Practically, it offers strategic recommendations for Fitday Studio and similar businesses, as well as policy suggestions for local governments to foster women's health and economic empowerment.
Co-Authors Agustinus Doedyk Setiyawan Dinta Sugiarto Ira Hasti Priyadi