Reasons for Membership Termination in Franchise and Boutique Fitness Centre Business Models

The impact of fitness centre business models with different structural and organisational characteristics is clearly evident in membership termination decisions. The purpose of this study is to determine the reasons for membership termination in franchise and boutique fitness business models using qualitative research methods with 42 participants who previously terminated their memberships. As a result of the research, common reasons for termination in both business models included facility member density, unsuitable programmes, high membership fees, inadequate ventilation, unsuitable location, and trainer indifference. Furthermore, specific factors distinguished the models: franchise centres were primarily affected by lack of modern equipment and cleanliness, while boutique studios were influenced by revolving-door instructors and training monotony. This study contributes to the literature by identifying these model-specific reasons for membership termination, which will facilitate strategic decision-making regarding member loyalty for businesses seeking to increase market share within evolving fitness trends.