An analysis of new social fitness activities: loyalty in female and male CrossFit users

Abstract

CrossFit is a type of high-intensity functional exercise programme in which a type of philosophy of life and competitive sport take place together. This product is created for all kinds of people and interrelates with a diversity of social practices. This work aims to analyze the relationships between customer engagement, perceived value, satisfaction, and future intentions in CrossFit users as well as the significance of this activity for the person. The study engaged 520 participants with an online questionnaire. A confirmatory factor analysis and multi-group analysis was performed to test the difference between two invariance models. The findings show positive relationships between customer engagement and perceived value in women, and between perceived value, satisfaction and fidelity in men. Therefore, this work has shown that the participation of customers has positive consequences for the CrossFit customer loyalty chain.