THE IMPACT OF GYM ENVIRONMENT ON THE FITNESS BEHAVIOR OF SINGLE INDIVIDUALS: AN EMPIRICAL ANALYSIS BASED ON PERCEIVED VALUE THEORY

With changes in social structure and lifestyle, single individuals are becoming an increasingly influential demographic in society. This paper aims to explore the fitness choices and needs of singles aged 20–35 in Shanghai, as well as the impact of this group on the development prospects of the gym industry. Through surveys and analysis, we found that single individuals prioritize personalization, flexibility, and social interaction in their fitness choices. They tend to participate in diverse fitness activities and seek opportunities for socializing during workouts. This trend presents both challenges and opportunities for the gym industry. To meet the needs of single people, gyms should adapt their services and facilities to offer more personalized and diverse fitness options. Integrating social and interactive elements into fitness activities can foster a more appealing fitness community that caters to the time and space preferences of single individuals. By gaining a deeper understanding of the fitness preferences, gym environment expectations, willingness to spend, and overall fitness experiences of single people, the gym industry can better anticipate market trends, develop more targeted business strategies, and promote sustainable growth. This study provides valuable insights and guidance for the future development of the gym industry.