Mapping the evolution of marketing research in the global fitness industry: a bibliometric and thematic analysis
Abstract
This study aims to map the evolution of marketing research in the global fitness industry through bibliometric and thematic analysis. Data were collected from Scopus, ScienceDirect, and PubMed databases, covering the period from 2015 to 2025. A total of 2,462 articles were initially identified, with 1,171 articles meeting the inclusion criteria for analysis, and the top 10 most cited studies selected for in-depth review. The analysis was conducted using VOSviewer to examine publication trends, authorship patterns, country contributions, research domains, and thematic developments. The results indicate a significant and consistent increase in research productivity, growing from 30 publications in 2015 to 230 in 2025, with over 15,000 citations globally. The United States, China, and the United Kingdom dominate scientific contributions, while leading authors such as García-Fernández have played a central role in shaping the field. The dominant research themes include service quality, customer satisfaction, loyalty, digital fitness platforms, and customer behavior. Furthermore, the findings highlight the increasing integration of digital technologies, such as fitness applications and social media, in marketing strategies. This study demonstrates that marketing research in the fitness industry has evolved into a multidisciplinary and rapidly growing field. It also identifies future research opportunities, particularly in digital transformation, customer experience, and technology-driven service innovation within the global fitness sector