Published Paper Details:

This research paper presents the CRM strategies adopted by health club operators, keeping in view the increase in health centers and desire to get fit. The study focuses on understanding how perception, expectations, well-being, and satisfaction, needs and desires, influence retention in fitness clubs, to what extent these help in retention. And also focuses on the strategies already being used and the changes it requires to attain more success like big brands: gold gym, Fitness first, power house, Talwalkar�s. Then the paper moves on to the different works done by the scholars in this field and analyses done by them in this field of research, �The results indicate that fitness clubs should focus on club maintenance, offer suitable and modern facilities and equipment, and strive to cultivate strong customer relationships, in order to provide a pleasant experience to club members and increase the duration of their training sessions.�