Vliv poskytování skupinových lekcí Les Mills na návštěvnost ve fitness centru XY a následný návrh marketingové komunikace

The Master ́s thesis focuses on the effect of fitness centre offer on its attendance. The aim of the thesis is to analyse the effect of Les Mills group classes on the overall attendance of the fitness centre. Based on the results, appropriate recommendations for marketing communication for the fitness centre in question will be developed with a focus on Les Mills group classes. The thesis is divided into theoretical and practical parts. In the theoretical part, terms such as sports marketing, service marketing, Les Mills, marketing mix are defined. The practical part includes the analysis of secondary data, which aims to obtain information from the global and local fitness market, as well as the attendance of a given fitness center. A questionnaire survey was used as the primary source of data, which was participated by the clients of the given fitness centre. The thesis provides a comprehensive view of the specific group class offerings of Les Mills.