Vrije Universiteit Amsterdam
Group Assignment
-Business Research Methods Qualitative-
Workgroup 3 Team 18
Tutorial Teacher:
Alexandros Papachristopoulos 2761974
Constanze Hödl
Arzo Omar 2732385
Dania Toumi 2770742
Youssef Fawzy 2776178
Zinon Kouvas 2689253
Table of content
Introduction....................................................................................................................................2
Research Design and Methods...................................................................................................... 3
Research Design...................................................................................................................3
Methods...........................................................................................................................................4
Participants...........................................................................................................................4
Data Collection.................................................................................................................... 4
Observations........................................................................................................................ 5
Interviews.............................................................................................................................5
Findings and Discussion................................................................................................................ 6
Data Quality......................................................................................................................... 6
Level of Detail in Coding and Codebook............................................................................ 7
Discussion....................................................................................................................................... 7
Organizational Behavior...................................................................................................... 7
Community building............................................................................................................ 8
Theory implications............................................................................................................. 8
Practical implications...........................................................................................................8
Enhancing Staff Training and Communication....................................................................8
Fostering inclusivity.............................................................................................................8
Conclusion and Reflection.............................................................................................................9
Appendix:..................................................................................................................................... 10
Observations:..................................................................................................................... 10
Observations/Interviews guide.........................................................................................20
References:....................................................................................................................................21
1
Introduction
A common characteristic of every human being in the world is its belonging to a group
that consists of other individuals. The fundamental human need has been to integrate into
particular social categories since antiquity. These groups can include tribes, strategic alliances, or
larger society institutions. Since, the creation of subgroups in the world is inevitable. A basic
premise that influences the individual's smooth integration into the group, is the degree to which
the person feels included. Many researchers have contributed in studying implications of this
concept, how it affects the individual and in what way, with the most notable one being done by
Allport in which he suggested the inclusion exclusion framework model. In addition and more
specifically, a study about inclusivity and mental health found that in fact, inclusivity can be
considered as a mental health treatment and that it positively influences the individual
(Schneideret al. 2008). As a result, the feeling of inclusivity has proven to have a great impact on
an individual's psychological and emotional needs.
At this point, it should be mentioned that the topic of inclusivity holds contemporary
relevance due to phenomena such as globalization. Moreover, it is also a common feature that is
observed and should be taken into consideration in every organization. For instance, due to the
fact that in every company there are different hierarchical subgroups in many forms, it should be
one of the manager’s first priorities to promote inclusivity and make every team member feel
welcome. Another example would be a specific department in a university that is composed of
multiple international students from different cultural backgrounds and identities. In this case,
inclusivity plays a major role in the student’s well being and integration into their environment.
Therefore, the importance of that concept should by no means be overlooked.
The main point that this paper aims to examine is how the feeling of inclusivity is
perceived by customers in a specific company. More specifically the analysis pertained to a gym
establishment known as Saints & Stars. This firm is located in the heart of Amsterdam. Built on
an old church, this place has a different and rather mysterious aura that creates unique
experiences to its customers. As mentioned in their website (Saints and Stars), a distinguishing
factor of the gym is its approach to member treatment, setting it apart from other fitness
facilities. In addition to the provision of high end premium services, the employees as well as the
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trainees consider themselves to belong to an exclusive tribe. This is further enhanced by the fact
that they call this place “sanctuary” and they consider themselves to be a part of a society that
resembles Orwell's ideas and perspectives. Consequently, the research question that this paper
aims at addressing is: How do Saints and Stars make their customers feel part of their tribe?
In order to give an answer to the above mentioned question, the paper will include a
qualitative style. To begin with, data for this study were collected by using interviews as and
observations instead of surveys or questionnaires which might limit the amount of information
received. Additionally, the sample size will consist of fewer participants which matches the fact
that the selection of the participants will be specific purposeful for the study. Last but not least,
the goal of this study is not purely to present some findings but to find deeper meaningful
connections regarding relations among “tribe members”, how people can be a part of the tribe
treat each other and what approach do they follow when treating outsiders, and overall if that
ideology of the tribe is indeed an actual thing and not some idea that is constructed just to attract
more people in the gym.
Research Design and Methods
Research Design
In our case study, we have concluded that our best approach was to use Ethnography.
Ethnography can be broken down into subsections; meaning our unit of analysis would be the
group that shares the same culture, in our case the tribal aspect to be shared by gym clientele.
Our main form of data collection would consist of four observations as day-to-day clients of the
gym, and get a general overview of how the business runs and what techniques staff use in order
to promote this sense of the tribal aspect to their customers. Along with two interviews
conducted to staff members. Furthermore, any other sources during the time in the “field” would
give us valuable insights as to how other people attending the gym view Saints and Stars.
We believe this would be the best approach when it comes to conducting research as we can
gain valuable insights as clients and additional information by the interviews in order to interpret
what we have experienced during our visits at the gym.
Throughout our study, we have noticed many theories that are closely related with our research
question. Whilst we are mostly intrigued about how the tribal aspect can be promoted as a value
of inclusivity, we have noticed that there are theories closely related to our research purpose.
Theories such as Contact Theory (Pettigrew, 2023) states that people with shared goals,
cooperation in the group, having the same status, and encouragement by “authorities” create an
inclusive environment. We believe this theory closely relates with our research question as it’s
how authorities, in this case staff members and the company as a whole, reinforce the
environment of inclusivity. We believe another vital theory that has assisted us throughout our
research was Tribal Theory (Greenacre et al., 2023) stating that each customer has a unique
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preference and when shared with other people with the same preferences or values, relationships
are built and “tribes” are formed. Tribal Theory would mean that Saints and Stars have
considered how people visiting the gym can become much more than just clients, and could build
relationships and rapports while visiting the gym. Lastly, since Saints and Stars promotes the
tribal aspect, as well as workout regimes following religious names such as “The Holy Booty”,
“Holy Ride”, “Holy Shred” and more of these “Holy” titled workouts (Saints & Stars website,
2024), we believe the theory of Religion should also be a part of our analysis and research. The
Theory of Religion (Bataille, 1989) alleges a positive connection in certain aspects like
economic growth, thus similarly there can be the same result regarding inclusivity.
Methods
Participants
In our study we had multiple participants. For the observational part of our paper, this
included four International Business Administration students, currently studying at the Vrije
University in Amsterdam. The group consisted of an ethnic diverse background, which brought
vital perspectives when analyzing data. The four students are; Arzo, a Dutch student,
Alexandros, a Greek student, Dania, a French-Tunisian student, and Zinon, a student from
Cyprus. For the field notes, we have a Dutch person with a pseudonym assigned as Peter. The
identity of this person was chosen to be covered due to ethical concerns. We believed that a
person's valuable insight would be crucial within our findings but if we directly quoted and
named this person, then his privacy might be breached. By assigning our person a pseudonym we
are able to seal their identity whilst using their wisdom within our research. Lastly, our last
member of the team conducting the interviews is named Youssef, a student from Egypt, who was
in charge of contacting members of staff and was unable to find any people who were willing to
be interviewed with regards to our research proposal as we were considered outsiders. Eventually
we managed to contact two members who were able to assist us further with our interviews. The
two members of staff were chosen using convenience sampling, meaning we interviewed people
who were available as soon as possible as our case was of a time sensitive manner.
Data Collection
When gathering data it was crucial for our team to gain the best insight available for the
company we are analyzing, Saints and Stars. Whilst approaching the matter at hand and seeing
how the tribal aspect was analyzed we believed our best opportunity to capture the most
unbiased and direct data was to become a part of the research, therefore, we conducted four
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observations by visiting the gym ourselves as the part of a client. Furthermore, we conducted a
short field interview gaining insight on how other members of the gym perceive the setting and
tribal aspect of the gym in order to be able to compare our observations with other customers.
Lastly, the two interviews were conducted in order to gain insights on the guidelines members of
staff are given in order to promote the tribal aspect of inclusivity, how clients should be treated
and what mannerisms to be used whilst in the workplace. This would later on assist us in
understanding the tactics used in order to promote the tribal aspect in this environment. Since we
are students, we required further assistance when it came to conducting observations and
interviews. We were able to improve on our skills by attending tutorials and lectures held at our
university. Further, with the help of articles on interview guides and previous modules studied,
we felt like we had a good amount of knowledge to attempt to gather data.
Observations
Initially, for our observations, we had grouped up in order to create a questionnaire we
would consider whilst visiting the gym. The questionnaire consisted of first impressions,
interaction between staff and visitors, how inviting staff was, the environment of the gym and
other variables. We chose to become complete participants in our observer role to gain the most
authentic data. Our focus was to gain first hand experience of what it meant to be a gym member
of Saints and Stars, by becoming participants we expected to gain a deeper understanding of
Saints and Stars concept and the way the promotion of the tribe is converted within the gym
setting. Thus, Alex grouped up with Zinon, and Arzo grouped up with Dania and visited the gym
on two different occasions. Alex and Zinon visited the gym on a Sunday morning around 8 a.m
in order to complete their observations. Whereas Arzo and Dania visited the gym the next day
during 12 p.m for their session. The gym we attended was Saints and Stars in Zuid-Oost, which
is also known as the first gym this company has owned, and is mostly known for the fact that the
building used to be an old church that has been purchased by the company and renovated in
order to become a high-end gym whilst keeping some of the church features. Each member
worked out separately from their colleague as we wanted to remain objective and not have any
influence over the other person's experience and observation. Both groups took approximately 1
hour 45 minutes in order to complete their workouts whilst also doing observations and writing
field notes on their mobile devices to keep data fresh and add as much description as possible.
Once the workouts had concluded, everyone wrote a formal observation whilst everything was
recent.
Interviews
For our interviews, we conducted them in person and the audio files were recorded using
a mobile device. The layout of our interview would be considered semi-structured as we had key
questions with sub questions, but were set up in a way that our interview attendants would be
able to elaborate and talk freely about our topic to gain as much insight as possible. Questions
such as “ In what ways would you incorporate a person that is more distant to be a member and
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feel included” is one of the questions asked to see how Saints and Stars promotes the inclusivity
aspect of the tribe as advertised. Or other questions such as “what do you think customers’ first
thoughts are upon joining the gym” give valuable insight as to how members of staff are
expected to be treated as they are placing themselves within the customers shoes and are able to
see the way they can improve and adopt inclusivity further. We attempted to ensure our
interviews gave us as much insight as possible by undergoing training. This included lectures at
the university, along with online resources such as Ted talks, interviews on youtube and articles
based on qualitative research have been crucial in enhancing our research skills.
Findings and Discussion
Data Quality
The inclusiveness study at Saints and Stars has yielded a variety of qualitative data from
which our investigation would conclude. We evaluated information on a number of parameters,
such as in-depth interview transcripts, observations based on field work, and direct participant
comments/quotes. This information is significant to our study topics, especially when it comes to
how Saints and Stars fosters a feeling of community among their clientele, or "tribe." The
inclusive attitude at the gym is reflected in observations such as "the staff seemed quite cold and
unapproachable once we entered '' (Zinon's Formal Observation), which is useful information.
Rich narratives were also supplied by the interviews, highlighting the dynamic and sense of
membership from the employees point of view. One such narrative is that of the staff member
that admitted not to be a member of the gym (Interview 1 Transcribed).
The data gathering process is expanded to include a wide range of interactions and
positions within the Saints and Stars ecosystem, which enhances the findings' impartiality and
balance. The interview transcriptions include extensive descriptions of staff duties and captures
client experiences and answers, resulting in a more comprehensive picture of the culture of the
gym. This variety is encapsulated in a quote from an interview which states that they have
experience in the field due to the many years of the experience they have (Interview 2
Transcribed), illustrating the range of positions from which information was gathered. In
addition to that, observational data, such as "I felt a little intimidated by the gym's luxurious
appearance," (Arzo Observation), accurately depicts the environment without implying anything
about the attitudes or sentiments of the participants. By adding to the complex dataset supporting
the research, such information guarantees that the analysis is firmly based on a range of objective
observations and testimonies.
6
Level of Detail in Coding and Codebook
In order to improve the qualitative analysis, our codebook outlines a coding system where
each code is linked to detailed definitions and examples. Of those would be, 'Music', (MSC).
MSC is associated with the atmosphere of the gym and goes beyond aural background: "Music
seemed to be 'popular r&b or internationally recognised artists such as Taylor Swift'" (Zinon's
Observation). "Staff" (STF) includes interactions between employees; notes such as "employees
working at Saints and Stars" are included with specific descriptions of staff behavior. The
observation "COMPLETE silence between them" (Zinon's Observation) serves as an example of
the 'Social Disconnection' (SDC) code, which effectively conveys the absence of social
interaction. Meanwhile, the evidence supporting the 'Luxury' (LUX) code is "luxury/influencer
type of place" (Zinon's Observation), which depicts the lavish environment of the gym.
Staff member adds that analytical codes such as 'Image' (IMG) interpret the public image
of the gym, saying, "It felt like they formed an exclusive group" (Dania's Observation).
Comparatively, "ambiance" (ATM), which is supported by statements like "an ambiance that
resembled one of a nightclub with a sense of mystery" (Dania's Observation), denotes the general
tone and mood of the gym. We can deduct larger themes from individual cases thanks to these
analytical codes, which guarantees a thorough, interpretative study.
Discussion
The findings presented in this qualitative research shed light on the intricate dynamics of
the Saints and Stars community. In fact, it can be argued that the findings related to the gym’s
community and culture align with several key themes commonly used in scholarly reviewed
literature. These include theories related to community building in recreational settings,
organizational behavior, and social dynamics.
Organizational Behavior
The findings from the study at Saints and Stars gym affirm how social dynamics and
organizational behavior play a crucial role in shaping Saints and Stars culture. Observations of
staff interactions and client experiences provides deeper insights on the influence of social
connections and communication patterns on the gym's overall atmosphere. In fact, this aligns
with a research conducted by Sharma et al., in 2019, highlighting the significance of positive
staff interactions and a supportive work environment in fostering employee engagement and
performance. The study's findings support the idea that pleasant staff interactions and a
supportive work environment promote a sense of belonging and community within
organizations. Additionally, it features the significance for building a sense of belonging and
community within organizations through positive social interactions and organizational culture.
7
Community building
The study's questioning of the sense of membership and community within the gym
environment aligns with a large scope of literature on community building in recreational
spaces.Through the analysis of observations and interviews, the study emphasizes the importance
of inclusivity, belonging, and shared experiences in a sense of community among gym members.
In fact, this aligns with the research conducted by Kim et al. (2020) which investigates factors
influencing community engagement and inclusivity or unity in fitness settings. Their findings
suggest that fostering social interactions, establishing inclusive environments, and facilitating
meaningful connections among members are vital for incorporating a strong sense of community
within gym environments.
Theory implications
The study's findings make significant contributions to advancing theories related to social
dynamics, organizational behavior, and community building within recreational spaces. By
offering empirical insights into the community and culture of the gym, the study enhances
existing theoretical frameworks in these areas. These insights pave the way for further
exploration of concepts such as social identity theory ( Hogg, M. A., 2016 ) organizational
culture (Davies et al., 2000) and community engagement within fitness facilities, which expands
the understanding of how these factors influence the dynamics of recreational spaces.
Practical implications
Enhancing Staff Training and Communication
To improve staff interactions and enhance Saint’s and Stars culture, it's recommended to
implement comprehensive training programs covering interpersonal skills, conflict resolution,
and diversity awareness.Additionally, putting in place a positive work environment can be
achieved through regular team-building activities and communication workshops. Providing
ongoing support and feedback mechanisms for staff encourages openness and collaboration,
contributing to an inclusive team dynamic.
Fostering inclusivity
To create inclusive community spaces within the gym environment, practical
recommendations include organizing social events, and community challenges to encourage
interactions and foster a sense of belonging among members. Implementing inclusive policies
and initiatives that accommodate diverse backgrounds, abilities, and interests is also crucial.
Furthermore, soliciting feedback from new members and involving them in decision-making
8
processes ensures their needs and preferences are in fact being considered, thus shaping Saint’s
and Stars culture and programming into an inclusive environment.
In summary, by implementing these recommendations, Saints and Stars can work towards
creating a more supportive and inclusive environment at the gym, in which both staff and
members feel a part of a “tribe”.
Conclusion and Reflection
Throughout our research journey focused on understanding how Saints and Stars gym fosters a
sense of inclusivity and community among its clientele, we engaged in a qualitative research
process utilizing ethnography as our primary research approach. This involved a conscientious
selection of methods, including observations and interviews, aimed at capturing the nuanced
dynamics within the gym environment. We also integrated relevant theories such as Contact
Theory, Tribal Theory, and the Theory of Religion to enrich our understanding and analysis.
Our research findings revealed a multifaceted picture of Saints and Stars' community, shedding
light on the complex interplay between staff interactions, organizational culture, and the
experiences of gym members. Through careful data collection and analysis, we were able to
detect patterns that emphasized the significance of positive social connections, shared
experiences, and a supportive atmosphere in cultivating a sense of belonging among individuals.
Importantly, our research contributes to both theoretical and practical perspectives. Theoretical
implications extend to enriching existing theories in organizational behavior, social dynamics,
and community building within recreational spaces. By grounding our findings in empirical
evidence, we offer valuable insights that pave the way for further exploration and clarification of
these theoretical constructs.
From a practical standpoint, our research offers actionable recommendations for enhancing staff
training, communication strategies, and the implementation of inclusive policies within Saints
and Stars. These recommendations aim to foster a more supportive and inclusive environment
where both staff and members feel valued and connected.
Reflecting on our research process, we acknowledge the strengths and limitations existing in our
approach. The research may have been constrained by temporal limitations, such as the duration
of data collection and the specific timeframes during which observations and interviews were
conducted. A more longitudinal approach could provide insights into how inclusivity and
community dynamics evolve over time within the gym.
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In conclusion, our research emphasizes the importance of inclusivity and community-building
efforts within organizational settings such as Saints and Stars gym. By leveraging qualitative
methodologies and integrating relevant theoretical frameworks, we have uncovered valuable
insights that can inform both academics and practical interventions aimed at fostering a sense of
belonging and connection among individuals. As we conclude this research, we recognize the
ongoing importance of exploring and promoting inclusivity in diverse social contexts.
Appendix:
Codebook:
Abbreviation
Mode
Code
Definition
Examples
MSC
Music
refers to melody we
hear while being at Music seemed to be
the gym
“popular r&b or
internationally
recognized artists such
as taylor swift”
STF
Staff
employees working
at Saints and Stars
FIRST LEVEL
DESCRIPTIVE
“noticed the staff's
shirts wrote
“ambassador” or
“experienced
ambassador”” “at the
front desk they gave
short answers to our
questions” “they did not
smile”
10
Abbreviation
SDC
Mode
Code
Definition
Examples
Social
Disconne
ction
Social
disconnectedness
can be
characterized as a
scarcity of contact
with others
“ Before leaving the
restrooms, one of the
private workouts had also
finished and a group of
around 10 men entered the
restrooms, and there was
COMPLETE silence
between them”
LUX
Luxury
A state of great
“In the bathrooms, they
comfort or
offered many assortments
elegance, especially
when involving
of products ranging from
great expense
mouth wash to hair spray
to shaving cream for
customers to use.”
PERKS
ENV
Perks
Environm
ent
Refers to the
advantages and
benefits that a
company offers to
its clients or staff;
these are frequently
unique or
exceptional and
improve the overall
experience or value
of doing business
with the company.
The surroundings
or conditions in
which a person
operates
"I'm not a member but I
can work out there for free.
I would say that I'm kind
of a member but not
really."
“The bathrooms, just
like the rest of the gym,
seemed very high end/
11
Abbreviation
Mode
Code
Definition
Examples
hotel looking, and just
overall more of a
luxury/influencer type
of place to be”
W/L/B
Work Life Professional
balance
obligations, usually
by utilising flexible
scheduling or being
aware of company
policies.
TRB
Tribe
A social division in
a traditional society
consisting of
families or
communities linked
by social,
economic,
religious, or blood
ties, with a
common culture
and dialect,
typically having a
recognized leader
“you get shifts. And I
just put in whenever I
have class and they
always take that into
account." "So
sometimes it's very
balanced and
sometimes it's
difficult." "I usually
plan my day around my
shifts, so I don't miss it
or overwork myself."
“The rationale behind this
is that the gym members
plus the personnel form a
special bond resembling a
tribe. Sadly , no special
indication of the so-called
“tribe” was observed as
well as no special bond
between members or staff
was evident.”
SECONDARY LEVEL
(ANALYTICAL)
Mode
12
Abbreviation
IMG
Mode
Code
Definition
Examples
Image
the general
impression that a
person,
organization, or
product presents to
the public
“As a newcomer to the
gym, I couldn't help but
notice the evident contrast
between the image of
myself and the regular
members. It felt as though
they formed an exclusive
group, interacting solely
amongst themselves. This
sense of exclusivity gave
off an aura of elitism,
making me feel like an
outsider potentially
looking in.”
ATM
Atmosphe The pervading tone
re
or mood of a place,
situation, or
creative work
“The atmosphere felt
rather impersonal, with
minimal effort made to
greet or engage with
arriving guests”
RTOWLB
Ratioalisi
n Trade
Offs
/Work
Life
Balance
This code appears
to cover two areas:
the rationale for
deciding to work
for or patronize the
company, as well as
the ways in which
this choice
influences or is
impacted by
work-life balance.
"So I would say that's a big
reason but I also did a
couple of workouts there
and I really like the vibe
and the people and how
you're treated there and
that's why I decided to start
working there." "They, a
lot of them live in South,
13
Abbreviation
Mode
Code
Definition
Examples
mostly in depijp. So it's not
because Saints is located
ouid zuid. But a lot of
urban professionals and
people with a good income
live there."
"We get a team outing
when we hit a smoothie
goal every month, which is
really nice and rewarding."
"Sometimes there's a
cultural barrier between
us."
DEM
Demeanor Outward behavior
or bearing
(Staff+Environment)
“the staff seemed quite
cold and unapproachable
once I entered with Alex”
AUR
(MSC+ENV)
Aura
The distinctive
atmosphere or
quality that seems
to surround and be
generated by a
person, thing, or
place
“Upon my arrival at the
gym, I was striked by the
very loud music and rather
darkened lights, creating
an ambiance that
resembled one of a
nightclub with a sense of
mystery.”
“An imposing place with a
unique and different
14
Abbreviation
Mode
Code
Definition
Examples
atmosphere but in an eerie
sense”
ARTR
ATD
Architect
ure
Attitude
This refers to the
practical and
aesthetic
arrangements and
layouts of the
buildings, as well
as the general
ambiance that the
physical
surroundings
produce. Also, as a
symbol to the
general energy and
vibe at Saints and
Stars.
"First of all the
Refers to the
general manner and
style of workers,
highlighting
amiability,
optimism, and a
team-oriented
mentality that
support a friendly
and collaborative
atmosphere.
"Yeah, 100%, especially
architecture itself, like the
design and the design, the
entrance." "It started with
one location in South of
Amsterdam. And it was a
gym and then everything
went really well.
with how welcoming and
kind and polite the
employees are."
"The trainers all have a
certain vibe to them and
they're of course taught to
talk in a certain way to
customers."
ELT
(LUX+IMG)
Elitism
The dominance of a “She was in the middle of
society or system
her workout and looked
by an elite (in this
case by luxury and over her shoulder, “I can
the image)
not hear you” she said, and
did not attempt to remove
her headphones, and she
15
Abbreviation
Mode
Code
Definition
Examples
proceeded her workout as
if nothing had happened.”
Observations/Interviews guide
1. Observer’s role: Complete participants (become members but don't disclose the purpose
of the research)
2.
-
Questions for data extraction
How are we being welcomed by the staff?
What is our experience in the gym ?
Are the employees helpful?
Do customers feel connected to each other?
In what ways is the concept of “tribe” promoted?
3. The main focus will be what are the relations among “tribe” members as well as by the
means new members can be integrated and how
4. Data collected are expected to illustrate whether such a “tribe’ truly exists as well as how
it can affect participants behavior towards outsiders
16
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