This chapter should reflect the scope of the research, outlining the size of the problem, the
rationale behind pursuing such an investigation and any personal motivations prompting the
investigation. It is imperative that the chapter includes clearly stated aims, which lead to a wellformulated research question, which is then interpreted through a brief selection of objectives.
The objective of the chapter is to introduce the reader to the work as much as give them an
impression what to expect.
The fitness industry in Dubai has experienced key technology and digitisation enhancements recently. The growing popularity of fitness and health has called for both individuals and fitness organisations to embrace technological innovations in enhancing customer engagement besides improving the general experience of customers. Therefore, this research aims to examine the impacts of technology and digitalisation on customer engagement and experience in the fitness industry. The industry is characterised by various boutiques, gyms, and fitness centres catering to varied preferences and individual needs. In this regard, businesses strive to offer high-quality services, convenient solutions, and personalised experiences to attract and retain clients. However, drastic technological advancements have been vital for fitness organisations to incorporate digitised platforms and tools to meet the constantly shifting consumer demands.
The research project explores the various concerns and challenges faced by fitness businesses in Dubai in accepting and employing technology and digitalisation tactics. Such difficulties include consolidating technology into existing activities, change hesitance, asset deficiency, and the requirement for talented faculty. Through understanding the issues, the examination plans to distinguish viable techniques and answers for overcoming boundaries and amplify the advantages of technology in the wellness business.