Strategic and competitive analysis of Gym sector in the city of Uíge, Angola: A comparative study, 2024.
Keywords:
Competitiveness, Fitness centre sector, Strategic analysisAbstract
This study analyses management strategies and competitiveness in the fitness sector in the city of Uíge, Angola, in 2024, using a qualitative and comparative approach. The data was collected using a semi-structured interview script. The sample consisted from 9 gyms, selected on the basis of formality, time in operation of 3 years or more and location in the city. Porter's theories of competitive advantage, resources and capabilities (RBV) and SWOT analysis were used, and the following results were obtained: Gyms with professionalised management (e.g. MC Ginásio and Lima Fitness) showed greater profitability and loyalty, corroborating hypothesis H1. Strategic location and modern infrastructure (e.g. Technogym equipment) were determining factors for success (H2 confirmed). Differentiation (partnerships, exclusive programmes) increased the average revenue of some gyms (H3 validated). Competition, equipment import costs and management informality were also identified as barriers. The results show that, despite the growing demand for fitness services, the sector still faces challenges such as management informality, competition and the cost of importing equipment. The study concludes that adopting more structured strategic practices and strengthening the professionalisation of the sector could contribute significantly to the consolidation and sustainable growth of this market in the city of Uíge. As a future line of research, the sample should be expanded, and a study should be carried out on the impact of digital technologies (apps, hybrid training) on the market in Uige, here in Angola.
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