The gendered dynamics of relationship marketing: an initial discussion of the health and fitness industry

The last two decades witnessed the increasing popularity of relationship marketing amongst academics and practitioners. As the initial euphoria begins to settle, more considered questions about the concept are emerging. One area that needs further investigation is the concept of gender with respect to relationship marketing. Sex and gender has always been of interest to marketers and played a large role in their assumptions about consumer behaviour. The following study provides an initial discussion of gender and relationship marketing within the health and fitness industry. Exercise settings construct notions of desirable bodies whereby men, in general, aim to be muscular and women predominantly work towards thin, lithe, feminine ideals. The study is situated within an interpretive framework drawing upon our individual research interests in relationship marketing and gender issues within sport and exercise. We have begun to conduct field research to examine whether gender is a mediating construct in building long-term relationships with clients within the health and fitness sector. This paper sets the theoretical background to the empirical research.