Gym-Goers Preference Analysis of Fitness Centers during the COVID-19 Pandemic: A Conjoint Analysis Approach for Business Sustainability

The COVID-19 pandemic has had a great impact on the fitness centers industry. purpose of this study is to analyze preference gym-goers in Philippines during by utilizing conjoint analysis approach. One thousand voluntarily participated and answered 22 queries created from orthogonal design. results indicated that Price was highest attribute considered (21.59%), followed Ventilation (17.56%), Service (16.59%), Trainer (14.63%), Payment Method (11.95%), Operating Hours (8.90%), Login (8.70%). also comfort, security, center services were main aspects would consider as their preference. highlighted how are sensitive price set centers. Moreover, due pandemic, ventilation size highly important attributes among gym-goers. Comfort, safety, security consideration have sustainable even after pandemic. outcome may benefit increase business market considering customers. Finally, result can be utilized promote generalized for different generations, statuses, socioeconomic status