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Las redes sociales son una gran herramienta de marketing para las empresas relacionadas con el fitness. Diferentes trabajos académicos proponen a Facebook o Instagram como herramientas para promocionar los servicios ya que también permitirían la captación y fidelización de sus clientes. El objetivo de este trabajo es el análisis de la evolución de las redes sociales en la industria del fitness de España durante el periodo 2015 al 2018. La muestra analizada la componen 215 empresas de los códigos CNAE 9313 “actividades de los gimnasios” y 9311 “gestión de instalaciones deportivas”. Se realizaron análisis descriptivos e incrementales. Los resultados indicaron el predominio de Facebook como la red social más utilizada y, un incremento destacable de la red social Instagram. Estos hallazgos indican el comportamiento de los responsables de los centros de fitness y que puede ayudar a establecer acciones para la gestión. Abstract: Social networks are a great marketing tool for companies related to fitness. Different academic works propose to Facebook or Instagram as tools to promote the services since they would also allow the recruitment and loyalty of their clients. The objective of this work is the analysis of the evolution of social networks in the fitness industry in Spain during the period 2015 to 2018. The sample analyzed consists of 215 companies of the CNAE codes 9313 "activities of the gyms" and 9311 "management of sports facilities". Descriptive and incremental analyzes were carried out. The results indicated the predominance of Facebook as the most used social network and a notable increase of the Instagram social network. These findings indicate the behavior of the managers of the fitness centers and that can help to establish actions for the management.

Few studies to date discuss the use of social networks or examine whether they have a positive impact on user engagement and the turnover of sports entities. This study aims to analyse the use of social networks (that is, the number of fans/followers) by the 194 companies belonging to code 9313 of the National Classification of Economic Activities in Spain; to analyse the corresponding of engagement on Facebook and Twitter; and, to examine the relationship between this engagement and the annual turnover of each company. The results indicate that these companies use ten social networks (Facebook and Twitter being the most common) and that a positive relationship exists between the number of fans/followers and their engagement and the revenue of the fitness centres. This study shows that social networks should form part of the marketing strategies of sports entities, as they generate good content and value via their posts, so that users who are fans/followers have a greater sense of belonging to these centres.