An Exploratory Study On Decision-making Processes Of Fitness Training Professionals In Curating Exercise Programs

Journal of Marketing and Information System. Vol. 3 No. 2, 2021

Jesslyn Oi

Abstract

Fitness training professional (FTPs) are widely in demand by both commercial fitness centers and individual people. In commercial fitness centers, they serve their clientele in one-to-one personal training sessions and group settings. Despite the widespread reach and demand of these professionals, there is no standardized path to enter Malaysia’s fitness industry. The resulting inconsistency of services rendered creates among the biggest concerns for their customers. It is not clear to the public what knowledge and skills are applied when FTPs conduct safe and correct exercises. Furthermore, there is a lack of integrative framework for studying strategic decisions made in the professional fitness industry. Therefore, this study’s main objective is to examine the decision-making processes of FTPs used in curating exercise programs with use of the Cognitive Continnum Theory (CCT) and the Strategic Decision-Making Model (SDMM). This study attempts to contribute a new framework to study FTPs’ decision-making processes. Additionally, this framework may help FTPs promote and justify injury-free physical activity for fitness enthusiasts and the general public.

Keywords: Fitness Professional; Decision-making; Exercise Programs Curation; Cognitive Continuum Theory; Strategic Decision-making Model