Sarcouncil Journal of Public Administration and Management

Abstract: Brand visibility in the fitness industry is increasingly shaped by the quality of consumer experiences rather than traditional promotional intensity, particularly within female consumer segments. This study examines how experience-led engagement influences brand visibility in the fitness industry through a female-centered engagement model. Using a quantitative, cross-sectional research design, data were collected from female fitness consumers with sustained engagement across organized fitness centers. Experience-led engagement was conceptualized through service interaction quality, personalization, inclusivity and safety, emotional support, and physical–digital environment experience. Structural equation modeling was employed to analyze direct and mediated relationships among experience-led engagement, emotional connection, trust, community engagement, and brand visibility outcomes. The results reveal that experience-led engagement significantly enhances emotional connection and trust, with emotional connection and community engagement emerging as the strongest predictors of brand visibility. Trust plays a supportive but secondary role in translating experiences into visibility. Cluster analysis further identifies distinct female engagement profiles, underscoring heterogeneity in experiential pathways leading to advocacy and brand recall. The study contributes to branding and service marketing literature by advancing an integrative, female-centered framework that explains how emotional and social mechanisms convert experiential value into sustainable brand visibility. The findings provide actionable insights for fitness organizations seeking to design inclusive, experience-driven engagement strategies that foster long-term brand advocacy.