## 3 Results and Discussion
### Innovation Paths  
It is widely accepted that creating quality products and services require a well-trained and skilled workforce, business strategies and polyfunctional abilities that give momentum to the fitness industry innovation [45]. The factor for successful innovation is not exactly the same for every company [46]. Sorting and analysing the individual cases can serve as a basis of reference and act as a guidepost for other companies in similar industries during their business development. Subsequently, it is possible to strengthen the enterprise's capacity in order to accelerate process innovation, reduce dependence on other economies and develop marketing brand strategies to promote and generate more added values [28]. To create an attractive fitness brand, an enterprise does not necessarily need innovation products or services, but something, or someone, with personality and the right preparation to give vitality to the brand [12]. Since quality of life is rising constantly, the fitness industry has developed quickly due to the high demand worldwide [47]. A lack of innovation, in addition to other related factors, such as product research and technical development, could restrict the number of members which participate to the delivered course of service practices [48]. The innovation activity of a sectoral trader (procedure inputs/processes outputs) is separated into three phases: motivation, process and performance [46]. Through these stages, the enterprise's competitive advantages and efficiencies can be clearly seen. Thirty years ago, [PERSON] [15] made an observation that represents the current reality and could be written today with an eye to the future (p. 74):  
_\"The fitness industry is far from exhausted [... ] manufacturers seem taking a rational and scientific approach in designing the next generation of fitness equipment [... ] not satisfied with simple muscular or cardiovascular improvements they are taking steps toward an intelligent workout that optimises user's time [... ] another design target is increased interaction between user and the equipment [... ] if you can'see' progresses and intensities you will be more inclined to provide an extra-effort required to correctly complete an exercise\"._  
Studies have explored seven quality innovation areas desired for a product's overall growth, which should be kept in mind: (1) bodily and physiological, (2) tangible corporeality, (3) intangible corporeality, (4) intangible variables, (5) trade actions, (6) field personnel and (7) final consumer (Appendices A and B). These seven key points, divided along the continuation sub-paragraphs, correspond to the main fitness equipment facets obtained from the traditional literature analysis performed (product life-cycle phases and manufacturing key players). 1 Bodily and Physiological  
The first quality dimension of H&F equipments is directly related to the human body and its physiological parameters. These are useful to entirely embrace all that is required to carry out physical activities through physical amenities. As noted by [PERSON] and [PERSON] [37], training apparatus has a similar emphasis on exercise specificity, but not all of its related functionalities are triggered by the required physiological movements. Another analysed theme is the standardisation of body gestures and all the named kinaesthetic skills [4]. Additionally, the structure needed to meet the ergonomic requirements is planned in order to render the patterns more comfortable for different groups of people who will use the equipment [47]. Between the safety qualities, connected to biomechanics, there are the related and required input-admission measurements [11], and body dimensions data useful to categorise the user type [42]. The physiological changes induced by physical activity, such as motion sickness, spatial disorientation, orthostatic hypotension, muscle atrophy and bone demineralisation, are evaluated by [PERSON] and [PERSON] [36].