The Effect of Digital Transformation on Gyms and Fitness Industry in Terms of Business Performance: the Case of Hanoi, Vietnam Gym and Fitness Clubs

The purpose of this research paper is to explore the effects of digital transformation (Nambisan et al., 2019) on the business performance of the gym and fitness industry in several clubs in Hanoi, Vietnam. The study investigates how digital transformation has transformed the industry by improving customer experience, maximize business operations, creating new added value, increasing accessibility to fitness, and enhancing data management. The research employs a mixed-methods approach, utilizing literature review, surveys, and expert interviews to gather primary data. The findings may reveal that digital transformation has had a positive impact on the gym and fitness industry, leading to improved business performance and increased profitability. Other metrics that can be used to evaluate the success of gyms and fitness clubs include customer satisfaction scores, membership retention rates, and social media engagement, these metrics can provide insights into the level of member engagement and loyalty, as well as their perception of the gym's overall quality and value. The study sheds light on the potential benefits of digital transformation for fitness businesses (Sevilmiş & Şirin, 2022), emphasizing the importance of technology adoption for remaining competitive in today's digital marketplace.