LEVERAGING PODCASTS AS A PROMOTIONAL TOOL FOR ENHANCING MEMBERSHIP ENGAGEMENT AND GROWTH IN FITNESS CLUBS IN QUEENSTOWN

This study evaluated the effectiveness of podcasts as a strategic marketing tool for fitness clubs, focusing on their integration into marketing strategies, role in member engagement and retention, and audience perceptions. A quantitative approach was employed using a cross‑sectional descriptive survey design. The study targeted fitness enthusiasts and potential fitness club members in Queenstown, utilising a non‑probability purposive sampling technique to ensure participants were familiar with podcasts and interested in fitness‑related content. A total of 112 respondents participated, resulting in a 100% response rate. The findings revealed high podcast awareness: 84% of respondents were familiar with podcasts, and 43% listened during workouts, indicating strong engagement potential. In addition, 90% preferred expert-led content, with 50% strongly agreeing and 40% agreeing that podcasts influenced their membership decisions. These results highlight the persuasive role of podcasts in shaping consumer behaviour and loyalty. The study concludes that podcasts are a cost-effective and impactful promotional tool and recommends structured, expert-driven podcast strategies supported by consistent scheduling, cross-platform promotion, and SEO to enhance reach and engagement.