Marco Vinicius Acioli da Gama*
marco.gama@upe.br
Yves Miranda**
yves.miranda@upe.br

Carlos Augusto Mulatinho de Queiroz Pedroso***

carlos.mulatinho@upe.br

*Bacharel em Educação Física pela Universidade de Pernambuco (UPE)

Membro do Grupo de Pesquisa em Esporte e Gestão

Estudante de Mestrado do Programa Associado

de Pós-Graduação em Educação Física UPE/UFPB

na linha: Estudos socioculturais da atividade física, práticas corporais e esportes
**Estudante de Doutorado do Programa Associado

de Pós-Graduação em Educação Física UPE/UFPB

com período sanduíche no Department for Health da Universidade de Bath (UK)

Mestre em Gestão Desportiva pela Faculdade de Desporto

da Universidade do Porto (FADEUP)

Bacharel em Educação Física pela Escola Superior de Educação Física

da Universidade de Pernambuco (ESEF/UPE)

Atualmente pesquisador no Grupo de Pesquisa

em Esporte e Gestão - GEquip (ESEF/UPE)

***Doutor em Educação Física pela UPE

Mestre em Gestão Desportiva pela FADEUP

reconhecido pela Universidade de São Paulo (USP)

Graduado em Licenciatura Plena em Educação Física pela UPE

Atualmente é Professor Adjunto da UPE

Docente permanente do Programa Associado de Pós-graduação

em Educação Física UPE/UFPB

Líder do Grupo de Pesquisa em Esporte e Gestão - GEquip (ESEF/UPE)

(Brasil)

Reception: 09/14/2024 - Acceptance: 01/18/2025

1st Review: 01/11/2025 - 2nd Review: 01/15/2025

Accessible document. Law N° 26.653. WCAG 2.0

Suggested reference: Gama, M.V.A. da, Miranda, Y., & Pedroso, C.A.M. de Q. (2025). Brand Associations of Cross Training Centers and Repurchase Intentions and Word-of-Mouth. Lecturas: Educación Física y Deportes, 29(321), 64-78. https://doi.org/10.46642/efd.v29i321.7890

 

Abstract

    Introduction: Brazil ranks second in the number of CrossFit® boxes, the leading cross-training brand, behind only the United States. As a result, there is growing interest among managers of these brands in developing strong associations with the organization's image. Moreover, consumer loyalty is a fundamental condition for the development of any organization, and one of the ways to analyze it is through behavioral intentions. Objective: To identify the brand associations and behavioral intentions present in the minds of customers of cross-training centers. Methods: The study focused on participants from cross-training boxes in the metropolitan area of Recife-PE. It employed a descriptive quantitative approach, and the design was considered a survey. Data collection was carried out through an adapted questionnaire, disseminated online via Google Forms. The data were tabulated in Excel 2019 software, and the analysis was performed using the Statistical Package for the Social Sciences (SPSS). Results and Discussion: The dimensions related to brand associations and behavioral intentions yielded positive results, indicating that all associations are present in the consumer's mind. The results also indicated a high rate of repurchase intentions and word-of-mouth promotion. Conclusion: The dimensions "Escape", "Coach", and "Service Delivery" were the most prominent associations in the consumer's mind, while "Logo Design" and "Physical Environment" were the dimensions with lower value. All behavioral intentions were strong, indicating a good likelihood of being carried out in the future.

    Keywords: Sport. Management. Marketing. Branding.

 

Resumo

    Introdução: O Brasil ocupa a segunda colocação em número de boxes de CrossFit®, principal marca de cross training, atrás apenas dos Estados Unidos. Diante disso, surge o interesse dos gestores destas marcas, em desenvolver fortes associações à imagem da organização. Além disso, a lealdade dos consumidores é uma condição fundamental para o desenvolvimento de qualquer organização, e, uma das formas de análise é por meio das intenções comportamentais. Objetivo: identificar as associações à marca e intenções comportamentais presentes na mente clientes de centros de cross training. Métodos: O estudo focou em praticantes de boxes de cross training da região metropolitana do Recife-PE. Tratou-se de uma abordagem quantitativa, de caráter descritivo e o seu desenho considerado um survey. A coleta de dados foi realizada por meio de um questionário adaptado e divulgado online, via Google Forms e os dados foram tabulados no software Excel 2019 e a análise foi realizada no Statistical Package for the Social Sciences (SPSS). Resultados e Discussão: As dimensões relacionadas às associações e intenções comportamentais apresentaram um resultado positivo, indicando que todas as associações estão presentes na mente do consumidor. Os resultados também indicaram um alto índice de recompra e de propaganda boca a boca. Conclusão: As dimensões “Evasão”, “Treinador” e “Qualidade do Serviço” foram as associações mais presentes na mente do consumidor, enquanto “Design da Logo” e “Ambiente Físico” foram as dimensões com menor valor. Todas as intenções comportamentais foram fortes, indicando uma boa probabilidade de serem realizadas futuramente.

    Unitermos: Esporte. Gestão. Marketing. Marca.

 

Resumen

    Introducción: Brasil ocupa el segundo lugar en número de centros de CrossFit®, la marca líder de cross-training, solo detrás de Estados Unidos. Como resultado, existe un creciente interés entre los gerentes de estas marcas en desarrollar fuertes asociaciones con la imagen de la organización. Además, la lealtad del consumidor es condición fundamental, y una de las formas de analizarla es a través de intenciones de comportamiento. Objetivo: Identificar las asociaciones de marca e intenciones de comportamiento presentes en la mente de los clientes de los centros de cross-training. Métodos: El estudio se centró en participantes de centros de cross-training de Recife-PE, con un enfoque cuantitativo descriptivo a través de una encuesta. La recolección de datos se realizó a través de un cuestionario adaptado, difundido a través de Google Forms. Los datos se tabularon en el software Excel 2019 y el análisis se realizó utilizando el Paquete Estadístico para las Ciencias Sociales (SPSS). Resultados y discusión: Las dimensiones relacionadas con las asociaciones de marca y las intenciones de comportamiento arrojaron resultados positivos, lo que indica que todas las asociaciones están presentes en la mente del consumidor. Los resultados indicaron una alta tasa de intenciones de recompra y promoción boca a boca. Conclusión: Las dimensiones "Evasión", "Entrenador" y "Calidad del Servicio" fueron las asociaciones más destacadas en la mente del consumidor, mientras que "Diseño del Logo" y "Ambiente Físico" tuvieron con menor valor. Todas las intenciones de comportamiento fueron fuertes, lo que indica alta probabilidad de llevarse a cabo en el futuro.

    Palabras clave: Deporte. Gestión. Marketing. Marca.

 

Lecturas: Educación Física y Deportes, Vol. 29, Núm. 321, Feb. (2025)

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Introduction 

 

    The cross-training market in Brazil is experiencing exponential growth, making it one of the largest in the world. When analyzing the global CrossFit® landscape, the primary brand in cross-training, Brazil ranks second in the number of boxes with 1,055, trailing only behind the United States, which has 7,314 (Dominski, Casagrande, & Andrade, 2019). Cross-training involves calisthenic gymnastic exercises to improve body control (Gavazzi, & Dorst, 2014; Meier, Schlie, & Schmidt 2023). Unlike other practices, such as traditional weightlifting, the pride of the gym and a strong sense of community have been highlighted as fundamental elements of the organizational culture in cross-training facilities (Bailey, Benson, & Bruner, 2019). These aspects can be significant differentiators in the marketing strategies of these organizations.

 

    Alongside the growth of this market, there is a general problem in the fitness industry: around 3.7% of people continue training after one year of enrollment (Acad Brasil, 2018). Several factors may contribute to this lack of adherence to these services, including service quality and brand (Williams, Pedersen, & Walsh, 2012; Nuviala, Ordás, Gámez, & Miguel, 2021). Several business models have been developed in the fitness center sector to improve service quality and delivery. Among these innovations, premium and personalized centers stand out, aiming to more efficiently meet the growing demands and expectations of consumers seeking high-standard services. (Jiménez, Fernández, Moreno, & Torrente, 2023)

 

    Nevertheless, despite the dissemination of these new formats, conventional fitness centers continue to face structural and operational issues that hinder their development. This scenario highlights the need to broaden management perspectives and incorporate practices observed in other modalities, such as those implemented by cross-training organizations, which may serve as a reference for the renewal and adaptation of the traditional fitness center sector. Regarding the brand, recent studies show the relevance of this discussion today, as it can add value to the services offered and increase their consumption potential. (Baker et al., 2022; Kunkel, & Biscaia, 2020; Ströbel, & Germelmann, 2020)

 

    From the perspective of cross-training, studies such as Dominski et al. (2020) assert that the growth and increased adoption of these services, and consequently the number of boxes (i.e., locations where cross-training takes place), result from both extrinsic and intrinsic motivations of the practitioners. This is due to improved service offerings, combined with a sense of challenge generated by the goal of learning new skills (Dominski et al. 2020). Furthermore, due to the collective nature of the classes and the social environment of the sport, cross-training presents a greater sense of belonging compared to traditional gyms. (Fisher et al., 2017; Dominski et al., 2020)

With this increased sense of belonging comes the potential to develop strong associations with the brand of the organization where individuals train. These associations represent the brand image in the consumer's mind, and understanding them is crucial for the development of branding for any company. Branding is the process of creating differences in the value offering of the brand. (Kotler, Keller, & Brady, 2018)

 

    Strong, positive, and unique associations can lead to the development of strong brand equity, a goal every organization should pursue, as it is a key factor for long-term success (Shuv-Ami et al., 2015). It is noted that studies so far have focused on sports and sports clubs, with few studies analyzing brand associations in the fitness sector (e.g., Filo, Funk, & Alexandris, 2008; Williams, Pedersen, & Walsh, 2012), and particularly a gap in research on cross training services. Therefore, the problem this project addresses is the lack of knowledge about brand associations in cross-training. Resolving this issue can provide managers with insights into the brand image of the company, aiding in better decision-making for marketing strategies.

 

    In sports, brand associations are regarded as essential factors in differentiating teams, contributing to effective club image management, and supporting the development of strategies to optimize the management of a club’s specific brand (Alexandris, Kouthouris, & Funk, 2008; Bauer, Stokburger-Sauer, & Exler, 2008; Gladden, & Funk, 2002; Wear, & Heere, 2020). In this context, Doyle et al. (2021) identified positive associations, such as “diversity and inclusion” and “role models”, as well as negative associations, such as “funding limitations”, which impact the public perception of women’s soccer teams in Australia. These findings emphasize the importance of brand associations in enhancing the management of sports clubs and events, thus enabling a competitive market differentiation. Besides being an important factor in brand development, associations are identified as constructs that influence consumer behavior aspects. Consumer loyalty is a fundamental condition for the development of any organization, and one way to analyze it is through behavioral intentions, as a strong intention to perform a behavior increases the likelihood of doing so. (Park, MacInnis, & Priester, 2019)

 

    Therefore, repurchase intentions and word-of-mouth recommendations are relevant factors for analysis. Repurchase intentions are significant because they refer to the psychological commitment or willingness to repeat a consumption behavior based on current service usage (Park et al., 2019). On the other hand, word-of-mouth refers to the extent to which individuals praise and recommend the brand to others. (Carroll, & Ahuvia, 2006; Etim et al., 2023)

 

    In light of this, the study aimed to identify brand associations and behavioral intentions present in the minds of clients of cross-training centers in the metropolitan area of Recife, Pernambuco, Brazil. Such information is valuable, as understanding the elements that influence client retention in cross-training boxes can help maintain the growth of this sector, as well as increase brand awareness and attract new consumers through word-of-mouth recommendations.

 

Method 

 

Research context 

 

    The study focused on practitioners of cross-training centers in the metropolitan area of Recife, Pernambuco State, Brazil. As of 2024, 75 cross-training centers were already registered with the Regional Council of Physical Education of Pernambuco, demonstrating a growing availability of services in this sector.

 

Type of research 

 

    The study employed a quantitative approach, with a descriptive nature and a survey design, commonly used in research on Sport Management and Marketing, as it allows researchers to collect desired information from a selected sample. (Andrew, Pederson, & McEvoy, 2019)

 

Instruments 

 

    The instrument used for data collection was a questionnaire featuring 10 dimensions related to brand associations, repurchase intention, and word-of-mouth advertising. The brand associations were composed of nine dimensions: Head Coach, Management, Brand Design, Physical Environment, Product Delivery, Escape, Social Interaction, and Nostalgia. These dimensions were adapted from Gladden, & Funk (2001), Alexandris, Kouthouris, & Funk (2008), and Biscaia, Correia, Ross, Rosado, & Marôco (2013), and were analyzed using three items each. Repurchase intention was also analyzed through a dimension with three items, based on the study by Ferrand, Robinson, & Valette-Florence (2010) and García-Fernández et al. (2018). Finally, word-of-mouth advertising was measured by a dimension with four items, based on the study by Kim et al. (2013). All dimensions were measured using items with a seven-point Likert scale, where 1 (one) represents: strongly disagree; unlikely; and 7 (seven) represents: strongly agree; very likely.

 

Data collection 

 

    The data collection technique employed in this research was non-random convenience sampling, as suggested by Skinner, Edwards, & Corbett (2014). The E-survey method proposed by Veal, & Darcy (2014) was used, which involves administering online questionnaires through the Google Forms platform. The research participants were CrossFit®/cross training practitioners, aged 18 years or older, invited to participate via social media. Before answering the questions, participants were presented with an Informed Consent Form, which needed to be accepted to proceed with completing the questionnaire. Respondents who provided the same answer to more than 10 consecutive items were excluded.

 

Data analysis 

 

    The data were analyzed using descriptive statistics, including means and standard deviations of the dimensions. The data were tabulated using Excel 2019, and the analysis was conducted using the Statistical Package for the Social Sciences (SPSS).

 

Results and Discussion 

 

    The sample comprised 60 individuals, with 30 males, 29 females, and one individual who preferred not to disclose their gender. The average age was 34.83 years, with the majority being married, holding postgraduate degrees, and having a family income exceeding R$5,000. The neighborhood with the highest number of respondents was Sucupira – Jaboatão dos Guararapes (n=10), followed by Piedade – Jaboatão dos Guararapes (n=8), Torre – Recife (n=8), and Várzea (n=8). Detailed information can also be found in Table 1.

 

Sociodemographic Variables		Mean N (60)	SD (%)
Age	Age (years)	34,83	7,14
Gender	Male	30	50
	Female	29	48,3
	Prefer not to disclose	1	1,7
Marital Status	Single	21	35
	Married	36	60
	Divorced	3	5
Education Level	Elementary School	1	1,7
	High School	7	11,7
	Undergraduate Degree	20	33,3
	Postgraduate Degree	32	53,3
Monthly family income	From R$ 1.001 to R$ 2.000	2	3,3
	From R$ 2.001 to R$ 3.000	1	1,7
	From R$ 3.001 to R$ 4.000	8	13,3
	From R$ 4.001 to R$ 5.000	8	13,3
	Above R$ 5.000	41	68,3
Employment Status	Employed	33	55
	Unemployed	2	3,3
	Self-employed	19	31,7
	Student	6	10
Neighborhood	Boa Viagem	2	3,3
	Campo Grande	5	8,4
	Candeias	1	1,7
	Casa Forte	1	1,7
	Encruzilhada	3	5,0
	Graças	2	3,4
	Ipsep	2	3,3
	Jaqueira	3	5,0
	Piedade	8	13,3
	Poço da Panela	1	1,7
	Rosarinho	1	1,7
	Sucupira	10	16,7
	Tamarineira	1	1,7
	Torre	8	13,3
	Várzea	8	13,3
	Unidentified	4	5,7

Note: SD = Standard Deviation. Source: Authors' elaboration

 

    The means found for each association were positive, indicating that all associations are present in the minds of CrossFit®/cross training practitioners. Higher means may suggest that these associations hold a greater degree of importance in the consumer’s mind and that the services provided by the organizations reinforce the brand image in these aspects. Lower means do not imply a low degree of importance but rather that there are other relevant associations in the context of CrossFit®/cross training. This information could also guide managers on potential improvements in these dimensions.

 

    Among the brand associations listed in the questionnaire, the "Escape" dimension had the highest mean (6.61). The "Trainer" (6.25) and "Service Delivery" (6.23) dimensions were the other two with the highest means. In contrast, the "Physical Environment" dimension (5.61) had the lowest mean among the eight dimensions presented. The Escape association refers to the ability of a service to detach the individual from their routine problems (Wann, 1995). Alexandris, Kouthouris, & Funk (2008) highlighted the importance of creating a friendly and relaxing environment to facilitate socialization and, consequently, the emergence of the escape feeling in a health club. The mean for this dimension in the questionnaire may indicate that the practice of CrossFit®/cross training is closely related to the perception that it provides an escape from routine.

 

    The "Trainer" dimension refers to the presence of a principal trainer who is relevant in the context of practice and possesses significant charisma (Gladden, & Funk, 2001). This dimension had the second highest mean in the questionnaire, indicating that the role of the trainer is important for building the image of a particular CrossFit®/cross training box. Investigations using the "trainer" or "head coach" dimension to analyze brand associations are predominantly from the sports context. Therefore, the results of this study could guide future investigations to include this dimension when analyzing brand associations in the fitness segment, particularly in the context of CrossFit®/cross training.

 

    The "Service Delivery" dimension emerged to analyze associations made in the sports context, where the focus is on the team’s ability to meet the consumer’s entertainment needs (Gladden, & Funk, 2001). In the context of CrossFit®/cross training centers, the dimension was constructed based on the experiences provided by the organizations. A high mean in this dimension could indicate that the way services are delivered can positively influence the image of CrossFit®/cross training centers.

 

    The "Social Interaction" dimension relates to the association customers make by perceiving training centers as a social environment where one can make new friends or reconnect with old ones (Alexandris, Kouthouris, & Funk, 2008). Biscaia et al. (2016) presented this dimension in the sports context and highlighted that sharing experiences with others is a benefit considered in the sports consumption experience. Although Biscaia et al. (2016) presented the dimension from the spectator’s perspective, the current study shows a similarity between the views of spectators and practitioners, even in different services.

 

    The "Logo Design" dimension refers to the use of the logo to establish and reinforce an image (Gladden, & Funk, 2001). The current investigation suggests that logo design is a strong association when considering the construction of an aesthetically attractive image.

 

    The "Physical Environment" dimension analyzes reflections on the “home” of one’s favorite box. This dimension was adapted from TBAS (Ross, James, & Vargas, 2006), where it was presented as “Stadium”, extending the reflection to the context of sports consumption from a spectator's perspective. Despite having the lowest mean, this dimension also reflects a positive result, indicating that the physical environment, including factors such as attractiveness, authenticity, and the structure of the training center, is important for building the brand image, especially when considering the physical environment.

 

Dimension	Mean	SD
Head coach	6,25	0,76
I like my favorite Box	6,58	0,74
The head coach at my favorite Box is well-known in the CrossTraining field	5,67	1,36
The head coach at my favorite Box does a good job	6,52	0,83
Management	6,00	0,93
The management of my favorite Box does everything possible to have a good team	6,15	1,10
The management of my Box does a good job running the Box	5,83	1,29
The administration of my favorite Box makes good decisions regarding team hiring	6,02	1,08
Logo design	5,87	0,94
I like the colors of my favorite Box	6,02	1,40
I like the logo (brand) of my favorite Box	6,22	0,99
The uniforms of my favorite Box are attractive	5,40	1,34
Physical environment	5,61	1,12
The structure of my favorite Box is attractive	5,62	1,29
The structure of my favorite Box is authentic	5,53	1,37
The structure of my favorite Box enhances the enjoyment of exercising	5,70	1,28
Service delivery	6,23	0,80
The activities at my Box are exciting	6,28	0,92
The activities at my Box are interesting	6,20	0,89
The activities at my Box are fun	6,23	0,87
Escape	6,61	0,62
Training at my favorite Box provides a temporary escape from life's problems	6,60	0,66
Training at my favorite Box helps me forget daily problems	6,65	0,68
Training at my Box takes me away from life's worries	6,58	0,76
Social interaction	6,20	0,70
Being part of my Box is a good way to meet new people	6,40	0,92
I see friends when I am at my Box	5,92	1,09
My Box is a good place to spend time with friends	6,28	0,82
Nostalgia	6,12	0,82
Thinking about my Box brings back good memories	6,03	0,97
I have good memories of participating in activities at my favorite Box	6,25	0,91
I have good memories of participating in activities at my favorite Box with friends and/or family.	6,10	1,06

Note: SD = Standard Deviation. Source: Authors' elaboration

 

    Regarding behavioral intentions, word-of-mouth advertising showed the highest mean score (6.57). Among the items in this dimension, the item "I would recommend my Box to colleagues, relatives, and friends" had the highest mean (6.67). For repurchase intention, the item with the highest mean was "I will continue participating in the programs and services of this Box" (6.53). The results are presented in Table 3.

 

Dimension	Mean	SD
Repurchase intention	6,42	0,86
I intend to renew my membership with the box	6,52	1,06
I will continue participating in the programs and services of this box	6,53	0,87
I would re-enroll in this box if I canceled my current membership	6,23	1,07
Word-of-mouth	6,57	0,72
I will recommend my box’s services to anyone seeking my advice	6,60	0,76
I will tell others how good my box is	6,45	0,91
I would recommend my box to colleagues, relatives, and friends	6,67	0,70

Note: SD = Standard Deviation. Source: Authors' elaboration

 

    Behavioral intentions are important predictors of loyalty, as a strong intention to perform a behavior increases the likelihood of actually doing it (Park, MacInnis, & Priester, 2019). Repurchase intentions are based on the customer's judgment about re-enrolling with the organization, considering the current situation (Ferrand, Robinson, & Valette-Florence, 2010). The results of this investigation showed that customers of CrossFit®/cross training centers have a strong likelihood of repurchasing the service they are using, demonstrating the high-quality service provided by the organizations responsible for offering cross-training.

 

    The intention to engage in word-of-mouth refers to the possible act of spreading and/or recommending the service to others (Carroll, & Ahuvia, 2006). The results indicate that practitioners of CrossFit®/cross training centers exhibit a strong intention to engage in word-of-mouth, suggesting a potential commitment to brand loyalty.

 

Conclusion 

 

    The dimensions "Escape", "Trainer", and "Service Delivery" were the most prominent associations in the consumer's mind. "Logo Design" and "Physical Environment" were the dimensions with the least association. This information helps map the strengths and weaknesses of building a strong brand image in cross-training. Additionally, behavioral intentions also showed positive results, indicating a high rate of repurchase, which may signify high satisfaction with the service, and a high rate of word-of-mouth, which can be a predictor of satisfaction and an effective form of service promotion.

 

    Some limitations may have influenced the results of this study. Firstly, data were collected from CrossFit®/cross training practitioners in the Metropolitan Region of Recife for convenience. Therefore, the low number of respondents limited the representation of the broader context. Furthermore, more robust analyses could have been performed with a larger number of participants.

 

    Future investigations could explore the relationship between brand associations and their influence on repurchase intentions and word-of-mouth, to identify which associations have positive and/or negative effects, which could provide more recommendations for managers in the field.

 

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Lecturas: Educación Física y Deportes, Vol. 29, Núm. 321, Feb. (2025)