USE OF SOCIAL MEDIA IN FITNESS CENTERS IN SPAIN

The fitness industry in Spain is experiencing steady growth and is on the rise, relying on digitalization and social media as a basis for its continuous progression. The objective of this study was to analyze the presence of social media (web and social networks) in fitness centers in Spain during 2022, in order to understand how companies in the sector take advantage of digital platforms to interact and engage with their clients. The sample consisted of 168 chains/ centers that met the previous selection criteria. Web presence, adoption of social networks, and the level of engagement achieved by fitness companies in the country were examined. The results reveal that fitness companies continue to actively use digital platforms to promote their services and establish direct communication with their audience. In conclusion, this study demonstrates that the use of the web and social networks continues to be crucial in the fitness industry. This study will enable fitness professionals to understand how companies leverage digital platforms to reach and engage their audience in an ever-changing environment.