IMPACT OF SOCIAL MEDIA ON GYM RETENTION

Abstract

This study explores how social media content from gyms impacts retention in gyms, especially one of the significant challenges faced in public health and business operations. The paper analyses how motivational, educational, and community-oriented forms of social media content are different across the Instagram, YouTube, and TikTok platforms, as well as their effects on gym attendance and demographic groups. The study included psychological factors as mediators for the relationship between content consumption and retention, that is, intrinsic and extrinsic motivation, social comparison, and community engagement. A combination of statistical tests - t-tests and ANOVA - with the thematic analysis of interview data were used to establish a nuanced understanding of how digital content related to the gym may influence long-term fitness behaviour. Thematic analysis identified the following five superordinate themes: digital content is an initial motivator, transformation from extrinsic to intrinsic motivators, exaggerated expectation and social comparison, practical benefits derived from instructional content, and general sense of belonging and meaning imparted by the digital platform. These findings suggest that while digital content can be a powerful entry point for gym engagement, sustained motivation is driven by personal growth, self-determination, and community support. The study provides valuable insights into how gym operators and public health advocates can refine engagement strategies to minimize attrition and improve retention rates, emphasizing the role of realistic, inclusive, and community-focused content in promoting long-term physical activity.