Technology

Tryfona, Catherine and Marriott, Hannah R. ORCID: https://orcid.org/0000-0002-4439-1213 2025. Technology. Williams-Burnett, Nicola and Marriott, Hannah R., eds. Marketing for the Health and Fitness Industry: Technology, Strategy and Value, Emerald Publishing Limited, pp. 57-83. (10.1108/978-1-83982-904-820251004)

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Abstract

This chapter looks to investigate innovation and users’ adoption of health and fitness technologies. As seen later in Chapter 5, the fitness industry has been accelerated by use of technology, particularly surrounding reach and communications via social media. Technology has not only enhanced how people and brands communicate throughout their fitness journeys but also how they can develop their fitness further. The chapter, first, investigates consumer relationships with technologies from developing insight into traditional, psychological and physiological theories to explain willingness to adopt new technologies. The chapter, then, turns to exploring the rise of digital fitness stores and gyms, with an included case study from David Lloyd’s. The chapter develops to consider the role of virtual (fitness) assistants, such as apps and personal trainers, with insight into the downfalls and areas of concern for fitness apps. The chapter progresses to discuss wearable technology, with insight into personal and professional usage of a variety of emerging technologies. The chapter, then, looks to discuss the future of online fitness in the post-Covid world. The chapter concludes with discussion into ethical implications of relying of technology (and the data is collects) in the fitness industry and how to combat data breaches.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Emerald Publishing Limited
ISBN:	978-1839829055
Last Modified:	15 Aug 2025 10:45
URI:	https://orca.cardiff.ac.uk/id/eprint/180456

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