Purpose: As the fitness and health-oriented sports industry becomes more competitive, with the increase in the supply and variety of fitness services, more organizational efficiency is required to satisfy the expectations of customers, to formulate strategies that create consumer loyalty; Therefore, the purpose of this research was to design a strategic development model for health and wellness centers (Palladium Isfahan study).
Methodology: The present study was applied in terms of its purpose. Moreover, it was descriptive-correlational in terms of its nature. The statistical population of the study involved all of the professors of sports management and marketing, and the managers, experts, athletes, and coaches of Palladium Health Center in Isfahan. The sample of the study was selected using convenience sampling. A researcher-made questionnaire was used to collect the data. The face validity of the questionnaire was confirmed by the experts (11 people). Moreover, the reliability of this questionnaire was examined using Cronbach’s alpha test (0.87) and composite reliability. The structural equation modeling was used on PLS3-SPSS24 software to analyze the data and to check the fit of the model.
Results: The results showed that the dimension of the strategic development capacities of health centers had a significant effect on environmental scanning (0.81), human resources empowerment (0.58), and strategic development of health centers (0.47). Moreover, the dimension of environmental scanning (0.16) and human resources empowerment (0.34) had a significant effect on the strategic development of health centers. Furthermore, 13 percent of the overall effect of the variable of the strategic development capacities of health centers on the strategic development of health centers was indirectly explained through the mediator variable of environmental scanning. Finally, 20 percent of the overall effect of the variable of the strategic development capacities of health centers on the strategic development of health centers was indirectly explained through the variable of human resources empowerment.
Conclusion: In general, based on the model, it can be stated that health centers can take steps to develop their strategic marketing with the help of their capacities, human resources, and environmental scanning.