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Journals / International Journal of Sport Culture and Science / 2026 / Cilt: 14 Sayı: 3

Client expectations and perceptions in long-term personal training: Insights from 55 Japanese clients

Uzun vadeli kişisel antrenmanlarda müşteri beklentileri ve algıları: 55 Japon müşteriden elde edilen içgörüler

Yuki Ohara(National Institute of Technology, Matsue College)0009-0006-2969-0908
Ioannis Georgios Choudalakis(Teikyo University of Science)0009-0005-9104-0271
Fernando Hiroshi Ichiya(National Institute of Technology, Matsue College)0009-0003-6501-5836
Pages
193–212
Publication Date
2026-09-30
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

This study provides insights for trainer education and establishes a foundation for future research on personal training in the Japanese market.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In Japan, research on marketing strategies for personal training is limited.
📊
Key Findings & Data:This study surveyed 55 clients who had undergone personal training for at least six months, examining their characteristics and expectations.
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Conclusion & Impact:This study provides insights for trainer education and establishes a foundation for future research on personal training in the Japanese market.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:kişisel antrenman · fitness pazarlaması · antrenör eğitimi

Abstract

In Japan, research on marketing strategies for personal training is limited. This study surveyed 55 clients who had undergone personal training for at least six months, examining their characteristics and expectations. The results revealed that many clients have incomes exceeding the national median, and that clients expect trainers to possess social skills and the ability to maintain motivation, in addition to technical expertise. Furthermore, the majority of clients were unaware of their trainers' certifications, and cases where trainers were selected based on gender or appearance were rare. These findings may reflect cultural tendencies in Japan, such as a reserved attitude and a focus on group harmony. From a marketing perspective, understanding client characteristics and preferences can aid in targeting service offerings and improving retention rates. This study provides insights for trainer education and establishes a foundation for future research on personal training in the Japanese market.

Özet

Japonya'da kişisel antrenman pazarlama stratejileri üzerine yapılan araştırmalar sınırlıdır. Bu çalışmada, en az altı ay boyunca kişisel antrenman almış 55 müşteriye anket uygulanarak, onların özellikleri ve beklentileri incelenmiştir. Sonuçlar, birçok müşterinin gelirinin ulusal ortalamanın üzerinde olduğunu ve müşterilerin antrenörlerden teknik uzmanlığın yanı sıra sosyal becerilere ve motivasyonu sürdürme yeteneğine sahip olmalarını beklediklerini ortaya koymuştur. Ayrıca, müşterilerin çoğu antrenörlerinin sertifikalarından haberdar değildi ve antrenörlerin cinsiyet veya görünüşe göre seçildiği durumlar nadirdi. Bu bulgular, çekingen tavır ve grup uyumuna odaklanma gibi Japonya'daki kültürel eğilimleri yansıtıyor olabilir. Pazarlama açısından, müşterilerin özelliklerini ve tercihlerini anlamak, hizmet tekliflerini hedeflemeye ve müşteri tutma oranlarını artırmaya yardımcı olabilir. Bu çalışma, antrenör eğitimi için içgörüler sağlar ve Japon pazarında kişisel antrenman konusunda gelecekteki araştırmalar için bir temel oluşturur.

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Cite This Article

Ohara, Y., Choudalakis, I. G., Ichiya, F. H. (2026). Client expectations and perceptions in long-term personal training: Insights from 55 Japanese clients. International Journal of Sport Culture and Science, Cilt: 14 Sayı: 3, 193–212. https://ajindex.com/articles/1498220

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