GYMS IN RETAIL ENVIRONMENTS: UNDERSTANDING THE INTERACTION BETWEEN MODERN LIFESTYLES, HEALTH, AND DIGITAL CONSUMPTION
DOI:
https://doi.org/10.1234/mosaic.v1i1.15Keywords:
retail gym, hybrid space, lifestyle, health needs, digital consumptionAbstract
The urban fitness industry has undergone a significant transformation with the emergence of the retail gym concept—fitness spaces that not only offer exercise facilities but also integrate elements of lifestyle, digital technology, and consumption. This study aims to explore how retail gyms function as hybrid spaces that unite health needs, digital consumption, and social identity formation. Using a qualitative approach with case studies of three retail gyms in Jakarta, data were collected through participant observation, semi-structured interviews, and digital content analysis. The findings reveal three main themes: gyms as part of lifestyle and social identity, service personalization through digital technology, and platform-based fitness product consumption. These findings affirm that retail gyms are not merely spaces for physical exercise, but also digitally connected arenas for consumption and social interaction. This study contributes to the understanding of hybrid spaces in modern retail contexts and their implications for service design strategies and urban consumer behavior.
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