Gestão em academias: desafios para a fidelização de alunos

Abstract

This study aims to analyze the factors influencing member retention and dropout rates in fitness centers, considering variables such as customer expectations, infrastructure quality, cost effectiveness, service quality, and socioeconomic conditions. The research adopts a qualitative and bibliographic approach, based on scientific articles and books published between 2016 and 2026. Through a cross-sectional perspective, the study integrates concepts and theoretical frameworks related to fitness center management, customer loyalty, and the health benefits associated with physical exercise.The findings suggest that effective fitness center management relies on strategic planning, human resource development, relationship marketing, and organizational transparency. Furthermore, the evidence indicates that engagement in physical activity is associated with a reduction in symptoms of anxiety and depression, generating significant health benefits even when performed at levels below official recommendations.The study concludes that member retention depends on the integration of people management practices, service innovation, clear internal policies, and the promotion of regular physical activity. Leadership effectiveness and organizational transparency emerge as key factors in ensuring the sustainability, competitiveness, and long-term success of fitness centers.