在現今社會，無論是個人或者團體都開始重視到規律運動的重要性，除此之外，全球有越來越多人對於休閒運動 ( lifestyle sports )意識的提升，透過不同的方式瞭解創業者以及他們的創業活動已經變得越來越重要。本研究透過運動創業者以及參與者的角度，檢視在休閒運動領域裡的利益關係者間，在共創互動（co-created）中所產生的不同價值。
目前已有許多運動相關的研究涵蓋共創價值，但大多探討粉絲、運動員等社群與大型活動或線上平台之關係。近幾年來在服務主導邏輯（service dominant logic）的研究領域，開始有將使用者行為作為共創價值中的部分資源的相關研究。但整題而言，較少提及小型運動賽事與社群間相關研究。因此，本研究聚焦在休閒運動裡的街頭運動中的運動創業家在創業過程中所產生的共創價值。
本研究採為對位於台灣台南的街頭健身團體採個案研究，其中透過對組織中的創業者進行深度訪談及25位參與者的問卷資料收集，並透過個案來探討和分析該組織者和參與者在價值共創過程中的互動。研究方法為質性研究與量化研究之混合型研究。結果顯示參與者對於組織者的期待以及互動能夠增加創業家的創業心情，同時，也能夠和參與者提升價值共創的過程。除此之外，共創的過程中，除了在一起練習的時間建立互惠關係以外，透過數位方式的保持溝通的流暢也極為重要。
本研究專注於在休閒運動中，個人和群體間的價值共創。更重要的是，這個研究提供了一個在台灣積極投入於運動創業活動不一樣的見解，並且在運動的脈絡下，進一步透過文獻探討了解已存在共創價值。

With increasing awareness of the importance of regular physical activity not only for individuals, but for collective well-being, and the rise in popularity of lifestyle sports globally, it has become more important to expand our knowledge by taking a multidisciplinary approach to further understand the individuals who are making a difference and their entrepreneurial activities. Through approaching the issue from both entrepreneurs’ and participants’ perspectives, this study examined the various values which were co-created through interactions between the stakeholders in the realm of lifestyle sports. There is some existing research covering value co-creation in the sports context, but often between fans and sports teams in mega events or online platform communities between fans, including athletes. Furthermore, only in recent years have researchers in the area of service dominant logic started to recognise and focus on customer behaviour as a part of resource integration for value co-creation. Following this notion, this research sheds light on sports entrepreneurship by closely examining an up and coming lifestyle sports, Street Workout and eliciting the process of value co-creation.
The research took a case study approach, exploring a Street Workout group in Tainan, Taiwan where interactions between the organiser and the participants in the value co-creation process were observed and analysed. A mixture of quantitative and qualitative data collection methods was used, which included data from in-depth interviews with the entrepreneurs and questionnaire responses from 25 participants. The results indicated that through increasing interaction, expectation from the participants also increased which not only encouraged the organiser to develop an entrepreneurial mind set but also promoted value co-creation behaviour among participants. In addition, not only the co-creation process supported by reciprocal relationships built through exercise sessions but also the utilisation of digital communication tools to keep conversation flowing has been extremely important. The significance of this research lies in its unique focus on individual and collective value co-creation and the process within a lifestyle sports context.
Moreover, this research provides an insight into what is involved by proactively engaging in sports entrepreneurial activity in Taiwan and contributes to existing value co-creation literature in the context of sports.

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