The purpose of this thesis was to examine communality and its influence on customer engagement. The objective was to study how customers experienced communality and how it affected them as members of a health and fitness center. This thesis was commissioned by Kuntomo Oy, located in Zeppelin, Kempele.

The theoretical framework was based on printed and online material: covering information on a community as a concept, communality and customer engagement. An interview was also conducted in order to gain insights from Kuntomo’s customers on the subject.

Qualitative research method was used in gathering the data. The interview itself was performed as a group session, which included six current members of Kuntomo Oy. The interview generated an extensive image on the factors that have an influence on communality in a health and fitness center. The results also allowed answering the question on communality’s influence on customer engagement.

The results are paralleled with theories in the conclusions chapter. It is noted, that communality plays a significant role in health and fitness centers. Customers create communities, thus influencing directly on their customer engagement.