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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.
| Identifer | oai:union.ndltd.org:IBICT/oai:bibliotecadigital.fgv.br:10438/11058 |
| Date | 11 March 2013 |
| Creators | Menezes, Rodrigo da Costa |
| Contributors | Parente, Ronaldo Couto, Castro, Jose Marcio de, Escolas::EBAPE, Cyrino, Álvaro Bruno |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Source | reponame:Repositório Institucional do FGV, instname:Fundação Getulio Vargas, instacron:FGV |
| Rights | info:eu-repo/semantics/openAccess |
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