Da sobrevivência à resiliência: práticas de gestão nas academias em período de crise pandêmica

Abstract

The study deals with how fitness centers are coping with the COVID-19 pandemic. The aim was to investigate the management practices most used to deal with the pandemic crisis. To this end, a qualitative, descriptive study was carried out using a literature review (GERHARDT; SILVEIRA, 2009). Searches were carried out in the Scientific Electronic Library Online (SciELO) and in the journal ACAD, due to their outstanding relevance in the fitness field. The selection criteria were based on the relevance of the texts found, which were analyzed using the following criteria: a) central discussion relating gyms to the context of the pandemic crisis; b) content related to management in gyms; c) real contributions to the development of gym management. Bardin's (2011) content analysis was used to gain a deeper understanding of the data obtained. As a result, were found 2661 scientific articles. Of these, 24 were pre-selected, of which 14 participated in the discussion of this work. The findings suggested that academies were significantly impacted by the decrees that ordered their closure. The lack of preparation and infrastructure to deal with crises, as well as the excessive reliance on face-to-face activities and the lack of diversification of the services offered, contributed to the sector's vulnerability. It was clear that some gyms were unable to overcome the reduction in revenue and ended up closing down, while others invested in live or recorded classes and outdoor classes in order to keep customers engaged and generate revenue, overcoming the adversity. The management practices most present in this context were: strategic planning; safety, risk and hygiene management; financial management; crisis management; people management; human resources management; partnership management and digital marketing; project management and information technology; and innovation management. As final considerations, the study revealed the significant impact of the pandemic on Brazilian academies. In addition to the total closure phase, gyms were also affected by the public's negative perception of the risks of contamination in closed environments and with crowds. Those that managed to stay in business had to reorganize their spaces to ensure social distancing, implement hygiene and safety measures and look for innovative ways to generate revenue. The management practices identified not only enabled them to survive, but also showed the way to the gyms' resilience and ability to reinvent themselves.