Análisis de la realidad económica del Sector Gimnasios de Guayaquil, año 2024

Abstract

This article analyzes the economic reality of the gym sector in the city of Guayaquil during the year 2024, in a context marked by increasing competition and the challenges arising from rising operating costs and customer churn. This sector, despite its dynamism, faces structural barriers that limit its profitability and sustainability in the medium term. The general objective of the research was to analyze the economic reality of the gym sector in Guayaquil in 2024, with the purpose of identifying the main economic barriers, examining local competitive forces, and determining the necessary strategies to strengthen its economy. The methodology applied was a mixed approach, combining quantitative analysis of surveys administered to 108 gym managers and owners with semi-structured interviews with five managers and owners. This descriptive-explanatory design allowed for a comprehensive understanding of the economic and competitive dynamics of the sector. The results show that gyms depend primarily on memberships, bear high costs in salaries and basic services, and face strong competitive saturation. It is concluded that income diversification, technological adoption, loyalty strategies, and corporate alliances are key elements for improving economic sustainability. It is recommended to implement management professionalization processes, differentiate services by specific niches, and promote public policies to support the sector.