Transforming traditions

: impact of covid-19 on personal training sector in Portugal

Abstract

This study investigates the profound impact of the COVID-19 pandemic on the operational dynamics of personal trainers' businesses and the emergence of novel opportunities within the personal training services. The research is guided by two primary questions: How has the COVID-19 pandemic influenced the traditional business models of personal trainers? What innovative business opportunities have arisen as a response to the pandemic- disruptions? To address these questions, the study employs a multifaceted approach by doing 21 interviews to personal trainers. It assesses the disruptive effects of the pandemic on operational strategies and revenue generation mechanisms, identifies and analyses the specific challenges faced by personal trainers, explores the diverse range of adaptation strategies employed to navigate pandemic challenges, and evaluates the effectiveness of these strategies, analyses emergent business opportunities within the personal training services sector. Through a comprehensive analysis, this study aims to provide valuable insights into the evolving landscape of personal training services in the wake of the COVID-19 pandemic. The findings demonstrate that the pandemic transformed the personal training sector by prompting a revaluation of traditional business models and the emergence of innovative opportunities for growth. Personal trainers demonstrated a resilience by swiftly adapting to virtual platforms and started engaging in technology and social media to keep their clients motivated and promoting their services.

Date of Award	11 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rita Ribeiro (Supervisor)