Identifying opportunities for the Muay Thai fitness industry in Thailand

Opportunities for new product development and promotion of the Muay Thai fitness industry were identified for the Small & Medium Industrial Institute of Thailand through a research study commissioned by the Creative Economy Agency (CEA) of Thailand.

Guidelines were given for new Muay Thai products as well as services and spaces provided by Muay Thai gyms seeking to commercialize Muay Thai for fitness as opposed to a competitive sport. Immersion and intercept interviews as well as expert interviews were conducted at gyms to understand customer behavior, customer segmentation, as well as business models of gyms.

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