The rise of the fitness industry in Morocco: trends and opportunities

The fitness industry in Morocco has experienced significant growth in recent years due to several factors. The country has achieved greater political and economic stability compared to other countries in the region. In addition, a number of structural reforms have been implemented that have improved the regulatory environment and boosted economic growth.

This is what Chapter 17 of the book The Global Private Health & Fitness Business: A Marketing Perspective, written by Amal Elasri Ejjaberi, a member of the Management & eLearning (MeL) research group, together with S. Balhadj and P. Aparicio-Chueca, talks about.

Fitness in Morocco

Morocco has a young population, but it is also seeing an increase in life expectancy, indicating that the population is likely to age in the coming years. This demographic shift, coupled with increasingly busy lifestyles and greater consumer purchasing power, has led to a restructuring of the fitness and wellness sector in the country.

Chronic diseases, such as diabetes, high cholesterol levels and hypertension, affect a high percentage of the Moroccan population. This has led to increased awareness and interest in the health and wellness of citizens, which is reflected in the increase in the practice of physical activity. Women have played an important role in this change, as they have entered the labor market in large numbers and pay more attention to their physical appearance.

In Morocco, there are different business models in fitness centers. There are premium chains, low-cost chains and boutique centers. Premium chains target specific segments of the population and offer exclusive and luxury services at high prices. On the other hand, low-cost chains seek to democratize the sport and offer more accessible prices to attract a larger number of people. Boutique centers are specialized and offer personalized services in smaller spaces.

Marketing strategies

In terms of marketing strategies, each type of center uses different approaches. Premium chains focus on exclusivity and on the recommendation of their current customers to attract new customers. Low-cost chains focus mainly on price and carry out massive marketing actions aimed at the general public. Boutique centers develop micro-marketing actions and tailor their message to a highly segmented public.

To build customer loyalty, leading fitness centers offer comprehensive services that go beyond physical exercise, such as restaurants with healthy food, beauty centers and high-end hairdressing salons. Some centers also use mobile apps to strengthen the relationship with customers and offer them additional benefits.

Conclusions

In summary, the fitness industry in Morocco has experienced significant growth due to demographic changes, increased purchasing power and greater awareness of the importance of health and wellness. The different business models and marketing strategies used reflect the diversity of the industry and the focus on personalization and customer loyalty.