From crisis to opportunity: exploring the interplay between entrepreneurial processes and technological changes in Italian fitness industry

This paper examines the activation of entrepreneurial processes in response to crisis situations, with a focus on the Italian fitness market during the COVID-19 pandemic. The research investigates the relationship between business models, opportunities, performance, and how firms adapt in the face of external market opportunities or threats. Through a multiple-case analysis, the study reveals that traditional fitness centres adapt their business models by focusing on creativity, innovation, and digital transformation to maintain customer relationships and identify alternative income sources. The research contributes to the literature on entrepreneurship, adaptability, and resilience by examining the fitness industry’s response to the pandemic and emphasises the strategic value of digital transformation. The study offers practical implications for practitioners, suggesting that firms should adopt a dynamic attitude, invest in creating and maintaining networks, actively engage with web and social platforms, and collaborate with local actors to face challenges and stay competitive in the market.