Smart fitness equipment and subjective well-being: the roles of perceived value and brand love

Purpose Despite growing interest in artificial intelligence and smart technologies in sport and fitness centers, little is known about the psychological mechanisms through which smart fitness equipment promotes the well-being of fitness center members. Drawing on servicescape logic and the Broaden-and-Build perspective, this study examines how members’ perceptions of Technogym smart treadmills – as smart fitness equipment embedded in the fitness-center servicescape relate to perceived value of the fitness-center experience, brand love toward the fitness center and subjective well-being. Design/methodology/approach The study included a three-wave panel design, where new members of a fitness center (n = 372) participated in a survey. The data were analyzed using structural equation modeling to test the hypothesized relationships. Findings Results indicate that each of the three attributes (intelligence, connectivity and aesthetics) was positively associated with perceived value, which in turn was linked to brand love and subjective well-being. Moreover, brand love served as a positive mediator between perceived value and subjective well-being. Originality/value This study provides new theoretical insights into the psychological processes through which smart fitness equipment enhances subjective well-being and highlights the importance for fitness centers of increasing perceived value and cultivating brand love.