<![CDATA[This study analyses how Atlantis Sport Palace BSD managed its reputation under pressure following an internal crisis, particularly after its acquisition in August 2024. This reputation crisis was triggered by the dilapidated physical condition of its building and facilities, inadequate equipment, and human resource competency issues, which subsequently led to financial challenges and diminished external appeal. Utilizing the theoretical frameworks of Crisis Communication and Marketing Communication, this case study explores the communication strategies implemented by the new management to address both internal and external challenges. Data was collected through an analysis of financial reports (revenue, expenditures, member additions from January 2024 to March 2025), alongside potential content analysis of social media and internal policy documents. The findings are expected to reveal how physical improvements, digitalization, and social media campaigns were communicated to revitalize the image, re-attract members, and build trust amid reputation pressures. The implications of this research will provide insights into reputation and crisis management in the digital era for service businesses facing similar challenges.]]>
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