O forte do mercado: uma análise do mercado de fitness não convencional

• Ano de defesa: 2013
• Autor(a) principal: Menezes, Rodrigo da Costa
• Orientador(a): Cyrino, Álvaro Bruno
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: Modelos de negócio; Cauda longa; Comunidade de marca; Consumo; Academias; Educação física; Saúde; Esporte
• Palavras-chave em Inglês: CrossFit; Fitness; Business models; Long tail; Brand community; Consumption
• Link de acesso: http://hdl.handle.net/10438/11058

This research is contextualized in the current domestic scenario: Brazil is going through a unique moment that will culminate in two athletic events of worldwide repercussions: the FIFA World Cup in 2014 and the Olympics in 2016. These events impact several areas, including the fitness industry, which in its expansion takes advantage of the visibility generated by such events. With that in mind, the objective of this research was to analyze alternative business models in the fitness industry so as to contribute to its expansion. The alternative model selected was CrossFit, which international growth positions it as the unconventional fitness option of greatest expression, although it is not well known in Brazil.