| From Coach to Brand: Identifying Personal Branding Barriers Among Iranian Fitness Instructors; A Qualitative Study in Qazvin Provinc) |
| Paper ID : 1679-SPORTCONGRESS |
| Authors |
|
Ali Nazemi * Sport Sciences Department, Social sciences Faculty, lmam Khomeini Internatoinal University (IKIU), Qazvin, Iran |
| Abstract |
| Abstract Introduction: In the experience economy, personal branding has become crucial for fitness professionals, yet Iranian instructors face unique challenges in transitioning from technical practitioners to recognized brands. While international research documents branding's benefits for client acquisition and revenue, a significant gap exists regarding barriers in emerging economies like Iran, where traditional values intersect with modern market demands. This study addresses this gap by investigating multidimensional barriers facing Iranian fitness instructors Methods: This qualitative study used a descriptive phenomenological approach. Participants included 21 active fitness instructors in Qazvin province, selected through purposive sampling with theoretical saturation. Selection ensured diversity in experience (3-15 years) and workplace settings. Data collection involved in-depth semi-structured interviews (45-90 minutes each), audio-recorded and transcribed verbatim. Analysis followed Braun and Clarke's six-phase thematic analysis, employing inductive and deductive coding while maintaining rigor through member checking. Results: Thematic analysis revealed four primary barriers: · Theme 1: Craftsman Mindset vs Entrepreneurial Orientation - prioritizing technical skills over business development · Theme 2: Socio-Cultural Apprehension - fear of judgment and conflict with modesty norms · Theme 3: Digital Literacy Deficit - deficiencies in content creation and platform management · Theme 4: Absent Support Ecosystems - lack of institutional frameworks and development programs Conclusion: Developing personal branding for Iranian fitness instructors requires dual transformation: shifting from craftsman to entrepreneurial identity while building supportive infrastructures. Practical implications include integrated educational programs addressing psychological barriers and technical skills, plus policy initiatives promoting professionalization. Future research should explore longitudinal transformation and cross-cultural comparisons. |
| Keywords |
| Personal Branding, Fitness Instructors, Sports Management |
| Status: Abstract Accepted (Oral Presentation) |
