The master‘s thesis is focused on the establishment of a small company, namely CrossFit gym, for which a business plan has been created. CrossFit gym will offer CrossFit lessons, individual trainings or only entrances with the possibility of using gym equipment. The solution is using Porter's five forces model, SLEPT analysis, SWOT analysis, market research using a questionnaire survey, 4P marketing mix and risk analysis. The main chapter of the thesis are Custom Proposals Solutions, where a detailed business plan is developed. The aim of this work is to create a proposal for establishing a small business.

Psychological factors specific to overuse injury pain in physical activity contexts were explored within a social identity theoretical framework. Study 1 involved development of a method for designating overuse injury pain occurrence of hikers (N = 751), along with exploration of relationships between psychological measures, overuse injury pain occurrence, and effort levels. The findings of this cross-sectional, mixed-methods investigation revealed that social identification, social identity content, and mental toughness differentiated hikers who incurred overuse injury pain or selected a higher-effort behaviour from those who did not. From qualitative analysis, several social identity constructs (i.e., group member's presence, in-group status, social creativity, additional social identity content) emerged as contributors to overuse injury occurrence. The focus of Study 2 was a prospective examination of the aforementioned psychological factors in relation to overuse injury severity of hikers (N = 283). Additionally, the Test of Intentions to Reduce Effort (TIRE) was developed to identify individuals with susceptibility to higher overuse injury severity. Results provided evidence of factorial, construct, and predictive validity of TIRE factor scores. TIRE factors and social identity content significantly predicted higher severity of hikers' overuse injury pain. Mental toughness scores moderated the relationship between social identification and overuse injury severity. Study 3 consisted of a qualitative examination of social identity mechanisms of overuse injury pain in a physical activity context, CrossFit®, involving the presence of group leaders, and in which group members view each other. Findings revealed mechanisms pertaining to social identity content, in-group status, and social threats. Overall, the findings support a new means for assessing overuse injury occurrence and susceptibility to higher overuse injury severity, whilst demonstrating the potential applicability of social identity theory to the study of overuse injury. Knowledge gained may ultimately aid development of interventions to reduce overuse injury occurrence and severity of physical activity participants.

Submitted by Rodrigo Menezes (costa.menezes@gmail.com) on 2013-08-16T21:54:23Z No. of bitstreams: 1 O FORTE DO MERCADO.pdf: 15240954 bytes, checksum: d62f5920df8faee6bdd9f5a4f00ac4cf (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2013-08-16T21:58:03Z (GMT) No. of bitstreams: 1 O FORTE DO MERCADO.pdf: 15240954 bytes, checksum: d62f5920df8faee6bdd9f5a4f00ac4cf (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-08-22T12:40:46Z (GMT) No. of bitstreams: 1 O FORTE DO MERCADO.pdf: 15240954 bytes, checksum: d62f5920df8faee6bdd9f5a4f00ac4cf (MD5) / Made available in DSpace on 2013-08-22T12:41:25Z (GMT). No. of bitstreams: 1 O FORTE DO MERCADO.pdf: 15240954 bytes, checksum: d62f5920df8faee6bdd9f5a4f00ac4cf (MD5) Previous issue date: 2013-03-11 / This research is contextualized in the current domestic scenario: Brazil is going through a unique moment that will culminate in two athletic events of worldwide repercussions: the FIFA World Cup in 2014 and the Olympics in 2016. These events impact several areas, including the fitness industry, which in its expansion takes advantage of the visibility generated by such events. With that in mind, the objective of this research was to analyze alternative business models in the fitness industry so as to contribute to its expansion. The alternative model selected was CrossFit, which international growth positions it as the unconventional fitness option of greatest expression, although it is not well known in Brazil. / Esta pesquisa está contextualizada no cenário nacional atual: o Brasil passa por um momento singular que culminará em dois eventos esportivos de repercussão mundial: a Copa do Mundo de Futebol em 2014 e as Olimpíadas em 2016. Estes eventos geram impactos nas mais diversas áreas, inclusive na indústria de fitness que, em sua expansão, aproveita a visibilidade gerada por tais acontecimentos. Tendo isto em vista, o objetivo desta pesquisa foi analisar modelos alternativos de atuação no setor de fitness de maneira a contribuir para sua expansão. O modelo alternativo selecionado foi o CrossFit, cujo crescimento internacional o posiciona como a opção de fitness não convencional de maior expressão, ainda que pouco conhecido no Brasil.