Gym-goers often socially compare themselves with their trainers as they strive to look as attractive as their fitness trainers. The aim of this study was to better understand this phenomenon in the fitness industry. Relying on social comparison theory and social identity theory, self-identification with a physically attractive fitness trainer was posited to have a strong mediating effect on the relationship between appearance motive, weight management motive and gym-goers' intention to exercise. The moderation effects of gym-goers' age and gender in the direct relationships between appearance motive, weight management motive and exercise intention were also examined. The primary outcome of this study revealed that gym-goers who were influenced by appearance and weight management motives are more likely to identify with physically attractive fitness trainers. Additionally, gender significantly moderates the relationships between appearance motive, weight management motive and exercise intention. Appearance and weight management motives are the primary factors that influence the exercise intention of female gym-goers as compared to their male counterparts. This study sheds new insights into understanding the influence of the physical attractiveness of fitness trainers and its impact on gym-goers' exercise intentions via self and social identification process.
Keywords: fitness industry; self-identification process; sports marketing; sports psychology; wellbeing.