An overwhelming amount of studies have demonstrated that exercise is beneficial for health. Exercise is medicine! But do people take the medicine? And for how long? How can exercise behaviour be increased? This thesis focusses on exercise behaviour which contains planned, structured, repetitive bodily movements with the intention to improve or maintain (physical) fitness or health. The trans theoretical model of behaviour change (TTM) is often used to understand changes in health related be...

With more than 52 million members, fitness is the largest sport in Europe. However, with a penetration rate of around 15% of total population, the market has not yet reached its full potential. There are many opportunities to grow and achieve EuropeActive's goal of 80 million members by 2025.

To achieve this challenge, the sector needs to focus on finding ways to keep existing members and clients longer, and to reach out to new target groups. The term customer engagement and customer experien...