ABSTRACT
A plethora of academic literature exists on the modes and prescription for exercise (that is, aerobic and anaerobic training). However, little attention has been devoted to the rapid advances in the ways in which fitness organizations, practitioners, and consumers communicate in a fitness-related context. The fitness sector of the sport industry in general has often been overlooked by sport management scholars, despite the vital importance of sport participation to the industry. In the same vein, the communication of fitness is an important component to sport participation and adherence to a healthy lifestyle. The prevalence of obesity and other public health concerns has sparked interest in the development of innovative technologies that communicate fitness services and products to consumers through various mediums. Even the US White House has taken notice of the effectiveness of communicating the benefits of fitness (that is, sport participation) through various mediums with the launching of Michelle Obama’s “Let’s Move” campaign. Owing to technological advances, connecting consumers with health and fitness information has become easier, more convenient, and less expensive. Fitness organizations and practitioners in the areas of health club administration, television, and new media are constantly evaluating channels of communication to create and deliver brand messages about fitness services and products.
