Modeling the behavior of fitness users in Spain: An emergent business with social and public health consequences

Abstract

[EN] During the second half of the 20th century there has emerged in the developed countries a new trend focused on the cult of the body. More than ever, our society is concerned with peoples physical appearance and the ideal body image. As consequence of this trend, the sector of fitness centers has developed dramatically worldwide. Even when consumer expenditure in fitness centers has traditionally been seen as a luxury and as such has been vulnerable in times of economic downturn, during the closing years of 2000s consumers expenditure on health clubs continued to grow, confirming that a significant proportion of health club users now see it as a necessity rather than a luxury. In fact, recent data shows there are around 9 million people subscribed to fitness clubs in United States, but also over 15 million people subscribed in the European countries. In Spain the fitness sectors turnover reached a total of 1,065 million Euros in 2008, decreasing as consequence of the economic crisis to 875 million Euros in 2011. However, even when the revenues have decreased because of the economic crisis (17.84% from 2008 to 2011), the number of fitness centers remains stable. The high level of concentration characterizes the fitness sector. In particular, 10 gym centers (franchises) concentrate the 30% of the fitness market. Related to the Spanish population who practice exercise, this has evolved from 27% in 2005 to 35% in 2010, showing a significant increase of the population sportive practices, according to the survey of Sportive Habits in Spain developed by the Center for Sociological Research. Also, in this context it is relevant the role of the media and fashion industry encouraging people to take care of their image, influencing societys behavior. Examples of this are TV commercials showing young people with perfect bodies, movies, fitness magazines, marketing campaigns and websites promoting slimming products and beauty treatments. As a result of the cult of the body image, a new pathology has emerged in those cases when self-image becomes an obsession. We are talking about bigorexia or muscle dysmorphia, a disorder in which the person becomes obsessed with the idea that he or she is not muscular enough. This disorder affects mainly to men. The individuals who suffer from it think their body shape and size is skinny or small. They develop obsessive and negative behaviors related with their appearance. Between the common patterns of the population affected by bigorexia are the excessive practices of exercise, appearance of distress if they miss a workout session, special diets and use of anabolic steroids.

As consequence, a new epidemic disorder characterized by the idea of a perfect body is developing. According to previous studies, this body dysmorphic disorder also named reverse anorexia affects to more than 10% of bodybuilders, but the international medical community does not yet recognize it as a disease.

For the particular case of Spain, the Spanish General Council of Pharmacists estimated around 700,000 people consumed doping substances in order to get a good shape with muscles mass, in 2011. Also, even when there are not conclusive results, the estimation of Spanish people with dysmorphic disorder was around 20,000 in 2011.

The aim of this study is to develop a discrete population mathematical model to forecast the future bigorexia addicts in Spain in the next five years. For this purpose, economic and psychological motivations are taken into account in order to quantify the dynamic behavior of men gym users. Also, personal and social consequences of this addiction are studied and public health recommendations are suggested.

The study is structured as follows: In chapter 1 introduction is shown. Next, chapter 2 the literature review of the bigorexia is presented; in chapter 3 the sources of information and methodology are developed; chapter 4 shows the results and economic simulations of the study and finally in chapter 5 the conclusions, discussion, and recommendations of the public health are expressed.