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The Individual between Fitness and Branding

By Karoline Lykke Nyborg, Andreas Høgsbro, Maria Louise Chopart, Lykke Devantier Boisen, Anders Jensen and Nasir Ahmad Pirakhan


The purpose of this project was to examine why fitness companies, such as Fitness World A/S, appeal to the consumers in the postmodern society. The growing fitness-trend in Denmark can be described and examined through the lens of post-modern and sociological terms and understanding. There has been a development of the focus within the fitness industry. The focus has changed from being about sports toward a more health-centred focus, both for the industry and the consumers. Furthermore the individual person has become more self-focused which has resulted in them focusing more on shaping their own body. This is one of the reasons why fitness-focused training have become a bigger part of the individual’s daily lives. These activities can help them to achieve their goals. It has given the individuals a bigger opportunity to shape their body as they wish in contrast to association-based physical activities. Furthermore the project has focused on why individuals have become more attracted to fitness. This has been examined through qualitative interviews, which have shown that the flexibility that is reflected in the fitness-centres’ opening hours, location and time that fit the individual’s needs are some of the reasons. Another factor which can encourage the individuals to workout in a fitness-centre is that the centre can help the individuals achieve their ambition about reaching a certain ideal dictated by the society. The post-modern term individuality and the theme flexibility are among others some of the things that Fitness World A/S can provide the consumers through their brand. The project has examined the informants’ Brand Verdict of Fitness World A/S. As the verdict is positive, the project has come to the conclusion that the informants will continue using Fitness World A/S’ product. Furthermore the project has analysed what image the informants apply to Fitness World A/S which has proven to be positive because they, in general, feel good about Fitness World A/S and the things that their products can provide them. The above-mentioned factors led to the conclusion that there is a connection between Fitness World A/S’ branding and the way Fitness World A/S appeals to the consumers in the post-modern society, because they can fulfil the needs that the post-modern individual has

Topics: Fitness, Branding
Year: 2015
OAI identifier: oai:rudar.ruc.dk:1800/24104
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