Working it out: service displacement and the dynamics of consumer adaptation

Purpose This study aims to examine how consumers adapt to service displacement across multiple dimensions, using COVID-19 fitness center closures to extend the services marketing pyramid model. Design/methodology/approach This study used longitudinal data from the Storywrangler Twitter database and Google Trends (2018–2021) to perform text analytics and time series visualization, observing dynamic shifts in online attention and consumer search behaviors. Findings Consumers quickly shifted from traditional gym services to home-based and digital fitness solutions, encompassing budget-friendly and premium options. Hybrid engagement models emerged, showcasing diverse adaptation capabilities and highlighting consumer resilience and systemic inequalities. Research limitations/implications This study recognizes potential sampling biases while analyzing extensive social media and search data. It suggests that future research incorporates broader datasets to examine adaptation trends thoroughly. Practical implications The findings provide insights for fitness industry stakeholders to create resilient service models that integrate digital and physical offerings, emphasizing flexible pricing and technological solutions that address diverse consumer needs. Originality/value This study advances service marketing theory by reinterpreting service displacement as a catalyst for innovation. The analysis reveals how physical spaces anchor service ecosystems, how peer interactions transform during disruption and how adaptation co-occurs across dimensions, offering new insights into service ecosystem evolution.