Virtual Fitness: investigating team commitment and post-pandemic virtual workout perceptions

The COVID-19 pandemic has disrupted the fitness landscape leading to phenomenal growth in virtual workouts. This study investigates factors influencing virtual workout team commitment and post-pandemic workout intentions. A conceptual framework is developed that is grounded in the social identity theory. Online data collection is employed to gather responses from 406 team virtual workout participants. Results reveal that virtual workout team participation positively influences team identification, satisfaction, and compliance with team norms. Additionally, virtual workout team identification, satisfaction, and compliance to team norms were found to be antecedents of commitment to the virtual workout team. Commitment to virtual workout teams is revealed to be positively associated with post-pandemic virtual team workout intention and post-pandemic traditional team workout intention. However, the relationship with post-pandemic traditional team workout intentions was found to be stronger. Valuable theoretical and practical insights emerge, providing a better understanding of virtual workout team commitment and how marketers and practitioners can ensure post-pandemic success by better understanding customer behaviour.