Innovating the Business of Sport: A Systematic Review of Cross-Industry Business Model Innovation with a Focus on Fitness

Document Type : Original Article

Authors

1 PhD Student of Sport Management, Faculty of Farabi, University of Tehran, Qom, Iran

2 Associate Professor of Sport Management, Faculty of Farabi, University of Tehran, Qom, Iran

3 Assistant Professor of Sport Management, Shahid Beheshti University, Tehran, Iran

4 Associate Professor of Business Administration, Faculty of Farabi, University of Tehran, Qom, Iran

Abstract

Purpose: This study aims to examine how business model innovation (BMI) practices from various industries can inform the development of innovative and adaptive business models in the sports sector, particularly in fitness. By identifying transferable strategies, the research seeks to support the application of cross-industry innovation to enhance resilience, value creation, and sustainable growth in sport industry. Methodology: A systematic review was conducted following the PRISMA framework. Relevant studies were retrieved from Web of Science and Scopus. The initial search yielded 418 records, which were manually analyzed using thematic synthesis techniques. After removing duplicates and applying inclusion criteria, 33 studies were selected for final analysis. The study categorizes business models based on key characteristics, revenue structures, and technological advancements. Result: The findings highlight business model innovations in the sports industry, particularly in the fitness sector. The fitness sector was selected for focused analysis due to Its rapid digital transformation ,Diverse revenue structures mirroring broader sports industry trends, High responsiveness to market disruptions. Digitalization has emerged as a significant driver of innovation, facilitating virtual platforms, flexible service offerings, and enhanced customer engagement. Additionally, the study highlights the growing emphasis on sustainability, customer-centric strategies, and resilience in response to market disruptions. Conclusion: business model innovation (BMI) offers significant potential for transforming the sports industry by aligning business strategies with technological advancements and consumer expectations. Particularly in the fitness segment, innovation is essential for long-term success. The findings provide valuable insights for practitioners and policymakers seeking to foster adaptive and sustainable business models

Keywords

References

  • Arlati, S., Colombo, V., Spoladore, D., Greci, L., Pedroli, E., Serino, S., Cipresso, P., Goulene, K., Stramba-Badiale, M., & Riva, G. (2019). A social virtual reality-based application for the physical and cognitive training of the elderly at home. Sensors, 19(2), 261. https://doi.org/doi:10.3390/s19020261
  • Aspara, J., Hietanen, J., & Tikkanen, H. (2010). Business model innovation vs replication: financial performance implications of strategic emphases. Journal of Strategic Marketing, 18(1), 39-56. https://doi.org/doi.org/10.1080/09652540903511290
  • Baena-Arroyo, M. J., García-Fernández, J., Gálvez-Ruiz, P., & Grimaldi-Puyana, M. (2020). Analyzing consumer loyalty through service experience and service convenience: differences between instructor fitness classes and virtual fitness classes. Sustainability, 12(3), 828. https://doi.org/doi:10.3390/su12030828
  • Bansal, G., Rajgopal, K., Chamola, V., Xiong, Z., & Niyato, D. (2022). Healthcare in metaverse: A survey on current metaverse applications in healthcare. Ieee Access, 10, 119914-119946. https://doi.org/10.1109/ACCESS.2022.3219845
  • Baumgartner, M. A., & Mangematin, V. (2019). Strategy renewal: Breaking the mould with new business models. Journal of Business Strategy, 40(2), 22-31. https://doi.org/doi.org/10.1108/JBS-10-2017-0147
  • Bhatti, S. H., Santoro, G., Khan, J., & Rizzato, F. (2021). Antecedents and consequences of business model innovation in the IT industry. Journal of Business Research, 123, 389-400. https://doi.org/doi.org/10.1016/j.jbusres.2020.10.003
  • Budler, M., & Božič, K. (2024). Adopting Transitional Business Models in Small Fitness Businesses in Response to Business Disruptions. Journal of Small Business Strategy, 33(3), 92-156. https://doi.org/https://doi.org/10.53703/001c.92989
  • Chapman, C., Chua, W. F., & Fiedler, T. (2021). Seduction as control: Gamification at Foursquare. Management Accounting Research, 53, 100765. https://doi.org/doi.org/10.1016/j.mar.2021.100765
  • Colley, A., & Häkkilä, J. (2018). Service design methods for human computer interaction. Proceedings of the 17th International Conference on Mobile and Ubiquitous Multimedia,
  • Dallat, M. A. T., Hunter, R. F., Tully, M. A., Cairns, K. J., & Kee, F. (2013). A lesson in business: cost-effectiveness analysis of a novel financial incentive intervention for increasing physical activity in the workplace. BMC public health, 13, 1-9. https://doi.org/doi.org/10.1186/1471-2458-13-953
  • Darnell, J. A., & Jacobs, K. C. (2019). Yada, yada, yada... successful business! using Seinfeld clips to teach business model evaluation. Journal of Entrepreneurship Education, 22(2), 1-7. https://doi.org/doi.org/10.1177/1052562917754235
  • Farsi, J. Y., Azizi, M., Mohammadkazemi, R., & Ziya, B. (2019). Identifying factors of fitness between business model and entrepreneurial opportunity for effective opportunity exploitation. Revista Gestão & Tecnologia, 19(5), 71-86. https://doi.org/doi.org/10.20397/2177-6652/2019.v19i5.1775
  • Fox, S., & Vahala, P. (2022). Start-ups as adaptable stable systems based on synchronous business models. Systems, 10(3), 81. https://doi.org/doi.org/10.3390/systems10030081
  • Franceschelli, M. V., Santoro, G., & Candelo, E. (2018). Business model innovation for sustainability: a food start-up case study. British Food Journal, 120(10), 2483-2494. https://doi.org/https://doi.org/10.1108/BFJ-01-2018-0049
  • García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B., & Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21(3), 250-262. https://doi.org/dx.doi.org/10.1016/j.smr.2017.07.003
  • García-Fernández, J., Gálvez-Ruiz, P., Vélez-Colon, L., Ortega-Gutiérrez, J., & Fernández-Gavira, J. (2018). Exploring fitness centre consumer loyalty: differences of non-profit and low-cost business models in Spain. Economic research-Ekonomska istraživanja, 31(1), 1042-1058. https://doi.org/doi.org/10.1080/1331677X.2018.1436455
  • Hammerschmidt, J., González Serrano, M., Puumalainen, K., & Calabuig, F. (2023). Sport entrepreneurship: the role of innovation and creativity in sport management. Review of Managerial Science, 18, 3173-3202. https://doi.org/10.1007/s11846-023-00711-3
  • Hunter, R. F., Brennan, S. F., Tang, J., Smith, O. J., Murray, J., Tully, M. A., Patterson, C., Longo, A., Hutchinson, G., & Prior, L. (2016). Effectiveness and cost-effectiveness of a physical activity loyalty scheme for behaviour change maintenance: a cluster randomised controlled trial. BMC public health, 16, 1-12. https://doi.org/10.1186/s12889-016-3244-1
  • Hussain, S., Ahmed, R., Streimikiene, D., Bukhari, D., & Streimikis, J. (2025). Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry. Amfiteatru Economic, 27, 1091-1108. https://doi.org/10.24818/EA/2025/70/1091
  • Kang, S. (2013). Wellness Contents for Disabled People's Rehabilitation. 2013 International Conference on IT Convergence and Security (ICITCS),
  • León-Quismondo, J., García-Unanue, J., & Burillo, P. (2020). Best practices for fitness center business sustainability: A qualitative vision. Sustainability, 12(12), 5067. https://doi.org/doi:10.3390/su12125067
  • Li, B. X. (2024). innovation managment and econimic analysis of business model in sport enterprise : enhancement competitiveness through strategic practice. Sport Psychology 33. https://doi.org/10.1249/FIT.0000000000001017
  • Liberati, A., Altman, D., Tetzlaff, J., Mulrow, C., Gøtzsche, P., Ioannidis, J., Clarke, M., Devereaux, P. J., Kleijnen, J., & Moher, D. (2009). The PRISMA Statement for Reporting Systematic Reviews and Meta-Analyses of Studies That Evaluate Health Care Interventions: Explanation and Elaboration. Journal of clinical epidemiology, 62, e1-34. https://doi.org/10.1016/j.jclinepi.2009.06.006
  • Lv, C., Wang, Y., & Jin, C. (2022). The possibility of sports industry business model innovation based on blockchain technology: Evaluation of the innovation efficiency of listed sports companies. PLOS ONE, 17, e0262035. https://doi.org/10.1371/journal.pone.0262035
  • Lyons, G. (2020). Walking as a service–Does it have legs? Transportation Research Part A: Policy and Practice, 137, 271-284. https://doi.org/doi.org/10.1016/j.tra.2020.05.015
  • I. Fursanov1), P. A. S. (2020). Specialized Mobile Applications as Means of Optimizing the Power Supply System of the Republic of Belarus. Enеrgеtika. Proс. СIS Higher
  • Inst. аnd Power Eng. Assoc., 63(2), 129-137. https://doi.org/10.21122/1029-7448-2020-63-2-129-137
  • Moore, G. E., Carlson, C., Bonnet, J. P., Phillips, E. M., Joy, E., Collings, C., Kraus, W., & Roberts, W. O. (2022). Implementation of exercise management services among sports medicine physicians in the United States. Clinical Journal of Sport Medicine, 10.1097. https://doi.org/10.1097/JSM.0000000000001209
  • Newsome, A. N., Batrakoulis, A., Camhi, S., McAvoy, C., Jessica, S., & Reed, R. (2024). 2025 ACSM Worldwide Fitness Trends: Future Directions of the Health and Fitness Industry. ACSMʼs Health & Fitness Journal, 28, 11-25. https://doi.org/10.1249/FIT.0000000000001017
  • Newson, R. S., Lion, R., Crawford, R. J., Curtis, V., Elmadfa, I., Feunekes, G. I., Hicks, C., Van Liere, M., Lowe, C. F., & Meijer, G. W. (2013). Behaviour change for better health: nutrition, hygiene and sustainability. In: Springer.
  • Nielsen, C. (2018). Relating successful business models to intellectual capital and knowledge management practices. Electronic Journal of Knowledge Management, 16(1), 48-55. https://doi.org/doi.org/10.1177/1052562917754235
  • Ntovoli, A., Zourladani, A., & Alexandris, K. (2024). Traditional exercise vs. online fitness classes: A comparison based on participants’ enjoyment. Retos: nuevas tendencias en educación física, deporte y recreación(61), 714-721. https://doi.org/doi.org/10.47197/retos.v61.108186
  • Pieroni, M. P., McAloone, T. C., & Pigosso, D. C. (2019). Business model innovation for circular economy and sustainability: A review of approaches. Journal of cleaner production, 215, 198-216. https://doi.org/doi.org/10.1016/j.jclepro.2019.01.036
  • Rada, A., & Szabó, Á. (2022). The impact of the pandemic on the fitness sector–The general international situation and a Hungarian example. Society and Economy, 44(4), 477-497. https://doi.org/10.1556/204.2022.00018
  • Ramdani, B., Binsaif, A., & Boukrami, E. (2019). Business model innovation: a review and research agenda. New England Journal of Entrepreneurship, 22(2), 89-108. https://doi.org/10.1108/NEJE-06-2019-0030
  • Rose, J., Jiang, Y., & Mangematin, V. (2017). Technological innovation mediated by business model innovation: app developers moving into health. International Journal of Technology Management, 75(1-4), 6-27. https://doi.org/doi.org/10.1504/IJTM.2017.085702
  • Ruokonen, M., & Ritala, P. (2023). How to succeed with an AI-first strategy? Journal of Business Strategy, 45, 396-404. https://doi.org/10.1108/JBS-08-2023-0178
  • Schaltegger, S., Lüdeke-Freund, F., & Hansen, E. G. (2012). Business cases for sustainability: the role of business model innovation for corporate sustainability. International journal of innovation and sustainable development, 6(2), 95-119. https://doi.org/doi.org/10.1504/IJISD.2012.046944
  • Schumacher, T., & Mayer, S. (2018). Preparing managers for turbulent contexts: Teaching the principles of design thinking. Journal of Management Education, 42(4), 496-523. https://doi.org/doi.org/10.1177/1052562917754235
  • Sosna, M., Trevinyo-Rodríguez, R. N., & Velamuri, S. R. (2010). Business model innovation through trial-and-error learning: The Naturhouse case. Long range planning, 43(2-3), 383-407. https://doi.org/doi.org/10.1016/j.jbusres.2020.10.003
  • Stock, R. D., Reece, D., & Cesario, L. (2004). Developing a comprehensive interdisciplinary senior healthcare practice. Journal of the American Geriatrics Society, 52(12), 2128-2133. https://doi.org/doi.org/10.1111/j.1532-5415.2004.52576.x
  • Sun JingMeng, S. J., Han YueQiu, H. Y., Wang Yang, W. Y., & Yang HongTao, Y. H. (2014). Research on health promotion of pharmaceutical companies: a case analysis of Amway nutrilite health run. https://doi.org/doi.org/10.1177/1052562917754235
  • Tettamanzi, P., Grazioli, F., & Murgolo, M. (2023). The Quest for Sustainable Sports Management: Evidence from the Football Industry. Sport Business and Management An International Journal. https://doi.org/10.1108/SBM-04-2023-0048
  • van der Krogt, M. N. A. S. Early and Fast Internationalisation of High-tech Start-up Firms. INNOVATION MANAGEMENT, ENTREPRENEURSHIP AND SUSTAINABILITY 2017, 664. https://doi.org/10.18267/pr.2017.svo.2216.6
  • Voelpel, S. C., Leibold, M., & Tekie, E. B. (2004). The wheel of business model reinvention: how to reshape your business model to leapfrog competitors. Journal of change management, 4(3), 259-276. https://doi.org/10.1080/1469701042000212669
  • Vojtovic, S., Navickas, V., & Gruzauskas, V. (2016). Sustainable business development process: The case of the food and beverage industry. Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie. https://doi.org/doi.org/10.1177/1052562917754235
  • Walker, E. D., Gibbs, M. T., Natoli, A. R., & Jones, M. D. (2024). Navigating complexities: clinicians’ experiences and systemic challenges in the implementation of evidence-based practice for chronic low back pain–a qualitative study. Disability and Rehabilitation, 1-11. https://doi.org/doi.org/10.1080/09638288.2024.2378371
  • Wang, F.-J., Hsiao, C.-H., & Hsiung, T.-T. (2022). Marketing strategies of the female-only gym industry: A case-based industry perspective. Frontiers in Psychology, 13, 928882. https://doi.org/doi: 10.3389/fpsyg.2022.928882
  • Wang, Y. (2024). The Impact of Digital Transformation in the Sports Industry. Advances in Economics, Management and Political Sciences, 77, 1-6. https://doi.org/10.54254/2754-1169/77/20241821
  • Hasanzadeh, N. , Moharramzadeh, M. , Naghizadeh-Baghi, A. and Nobakht Sareban, F. (2025). Loyalty Pattern of Formula One Fans in Iran. Research in Sport Management and Marketing, 6(3), 1-11. doi: 10.22098/rsmm.2024.15851.1409
  • Zhang, X., Williams, A., & Polychronakis, Y. E. (2012). A comparison of e‐business models from a value chain perspective. EuroMed Journal of Business, 7(1), 83-101. https://doi.org/0.1108/14502191211225392
Research in Sport Management and Marketing
Volume 7, Issue 1
2026
Pages 16-37

Files

Share

How to cite

Statistics