Going to the Gym – Multicultural Analysis 

Project Description

Many people across the U.S. go to the gym regularly to stay in shape both physically and mentally. However, the concerns over COVID-19 have caused gyms nationwide to temporarily close their doors for portions of the last 12 months.

In this gyms multicultural analysis, we used the O.Y.E. Intelligence social listening tool to monitor multicultural conversations about several of the most popular gym chains in America. With this Gyms Multicultural Analysis, we indexed consumers by sentiment, age, gender, ethnicity, and location to provide analysis of trending conversation topics among each minority group. By doing this we can see how the temporary closing of gym chains in America affected the multicultural audience.


This analysis was extrapolated from a data set of 123,679 conversations on Twitter, of which 51,872 were from verified U.S. Hispanics and 26,481 were from verified Black Americans. All data was gathered from 12/29/2019 – 12/29/2020.

Listen to the Podcast on our Spotify channel

Download the Report

Watch the Videocast on our Nativa channel