Background: The number of fitness practitioners has increased in the last decades. A deeper understanding of user perceptions is required for better service design.
Methods: An importance-performance analysis (IPA) and correlational analysis were performed on a sample of 414 members (173 women and 241 men) with a mean age of 32.33 years (SD = 11.50) and recruited from 25 fitness centers of Community of Madrid, Spain.
Results: The results show that women's levels of importance and performance are higher than men in most of the service attributes. Women also correlate with a higher priority than men in core elements of the service, such as the variety and number of activities, personal training and fitness service quality. Female members feel more attracted by services like swimming pools and other peripheral services, like a welcome pack and medical or physiotherapist service. According to age, older members feel less satisfied than young users with the cleanliness of activity spaces and with the safety of lockers.
Conclusions: Differences in perceptions by age and gender were identified among members of fitness centers. These results should be considered by private and public organizations to provide the best practices and tailored services for engaging more people in physical activity.
Keywords: age; correlation; fitness centers; gender; importance-performance analysis (IPA).