The influence of user-generated content and brand ambassadors on customer loyalty in fitness clubs

The Russian fitness industry develops under conditions of intense competition, where traditional marketing methods yield to strategies based on trust and social proof. The research analyzes the role of user-generated content and brand ambassadors in forming customer loyalty in fitness clubs. Results show that user-generated content is perceived 9.8 times more authentic than professional content and actively influences purchase decisions. Brand ambassadors, representing the pinnacle of customer engagement, ensure long-term partnerships and audience expansion through personal experience. Comprehensive application of both tools increases customer retention rates and reduces costs for attracting new audiences.

user-generated content, brand ambassadors, customer loyalty, fitness marketing, social proof, Hunt's staircase model.