The primary research was conducted in the form of interviews with studio operators or those responsible for advertising and marketing within the studios. Prior to this, an online survey was used to gain insight into how fitness studios employ and utilize outdoor advertising, depending on studio type, size, membership numbers, or current strategic orientation. The available figures from Nielsen Media Research provide an overview of the market, but do not allow any conclusions to be drawn about the motivations of fitness studios for using outdoor advertising, nor about the scope or the media and resources employed.