From Gyms to Government: Navigating the Complexities of B2G Sports Data Integration Through CoCoSo and Fuzzy-AHP

As sports data become increasingly relevant to government-led health and sports initiatives, gyms have emerged as potential providers of exercise-related data for business-to-government (B2G) data sharing. However, disparities in resource allocation, information system management, and privacy protection awareness among gyms create important barriers to participation. This study applies the fuzzy analytic hierarchy process (fuzzy AHP) and combined compromise solution (CoCoSo) to identify and prioritize the key factors shaping gyms’ willingness to participate in B2G sports data sharing. Based on questionnaire responses from managers and representatives in the fitness industry, the analysis shows that privacy concerns, system implementation and maintenance costs, and cybersecurity risk and threats are the most influential factors. These findings suggest that gyms evaluate data-sharing participation not only in terms of technological feasibility but also in relation to perceived risk, compliance responsibility, and implementation burden. Methodologically, this study demonstrates the value of combining fuzzy AHP and CoCoSo to assess priority structures in complex B2G data-sharing contexts. Practically, the results provide a basis for designing policies and support mechanisms that reduce participation barriers and facilitate the integration of gym-generated data into government cloud systems.