Pole Dance Studios Marketing Approach: A Document Analiys

Abstract

Initially perceived as an activity associated with sexuality, pole dance has increasingly been redefined as a form of art, sport, and fitness. However, due to its historical roots and cultural connotations, it continues to face societal prejudices in many contexts. In this transformation process, websites play a crucial role by contributing to the social positioning of pole dance and serving as an effective tool for promoting relevant businesses. The aim of this study is to examine how pole dance is positioned by pole dance studios, what meanings are attributed to it, and how it is presented to potential consumers. A document analysis-based research design was employed. In this context, the websites of studios offering pole dance training in Turkey were analyzed. Relevant websites were identified through a Google search using the keyword “pole dance” in April 2024. Data collection was conducted through document analysis, and a total of twelve studio websites were examined using content analysis. The analysis revealed three main themes: product awareness and promotion, the role and positioning of the service, and the dynamics of service delivery. Accordingly, it can be stated that various marketing communication efforts are employed on the websites of pole dance studios. The pole dance service sector can be considered a developing activity type within Turkey. Studios are increasingly working to redefine and reposition this activity—initially perceived as obscene and sexually charged—as a form of artistic expression, sport, and fitness, aiming to appeal to a broader audience. The findings contribute to the literature by highlighting the role of websites as communication tools in the rebranding and repositioning of a product with a previously negative image.