Policy "heating period" What is the status of the fitness industry?
Date: 2015-04-11 09:52
The busy work and improvement of living standards have caused many people to get into a kind of trouble: Sedentary, the stomach is getting bigger, less moving, and the body is getting worse.
At this point, a leaflet can make people excited: lose weight, shape, fitness, a calculation, and not expensive, so willing to take out their pockets and walk into the gym. The gym has a fiery sight.
However, in recent years, the closure of gyms and the running of bosses have become commonplace. The topic has never stopped. Faced with the uncertain gym, why are consumers willing to pay big bucks for a two-year card, a five-year card, or even a lifetime card? What is the status of the fitness industry? Where is the development prospect of the industry? What caused the industry? The dilemma? How should the gym break out?
Separation of investor and operator is a kind of flaw
For the causes of the industry's difficulties, Xiao Bian's answer is strikingly consistent: the separation of investors and operators is an important factor causing the plight of the gym.
In the fitness industry, many investing bosses do not understand the operation of the gym, and generally hire someone to take charge of the operation. At the same time, problems will arise. The person in charge of the fitness industry for many years told Xiao Bian that the operators generally saw the immediate performance rather than the long-term development of the gym. For example, in order to complete the performance this month, operators will do some additional activities to sell low-cost cards. After sales personnel, coaches, and operators take away the royalty, the remaining funds will be less than before, and basic operating requirements will also be paid. The boss can hardly make money.
In order to fight for performance, gym operators will sell a large number of cards for five years, ten years, or even lifetime cards. Taking the two-year card as an example, if the one-year card is 1,000 yuan/year, in order to win over customers, many gyms will launch a two-year package of 1,500 yuan. In this way, although the amount of money taken by the gym at one time is relatively large, it The second year's expenditure will be halved. Such a vicious cycle will naturally run into operational difficulties. Five-year cards and life-long cards are even bigger business pitfalls. At the same time, Xiao Bian also reminded that it is not recommended to purchase a fitness card that lasts for more than two years.
Lack of talent is the threshold for the development of the industry
For the fitness industry, it differs from other industries in that it has its own particularities. First, professionalism must be mastered by all its staff, and professional terms are strong. Secondly, the external image is also the face of the industry. Even they are all different types. How to persuade others?
In general, fitness industry practitioners fall into several categories:
1, enthusiasts become practitioners. From a sports-loving, sport-loving, to market potential during the sport, join a professional industry.
2, sports college graduates. This group of people is rather special. They are not proud of their recent graduation, and they have to meet the smaller professional needs of the general social environment. They are hitting the blood stream and returning to the fitness industry.
3, retired athletes and veterans.
The lack of personnel is serious, especially professional management personnel. Because of their particularity, the introduction of outstanding managers in foreign industries is also rejected, and so on, restricting the development of the industry.
Professionalism and functionality are the prospects for the development of the industry
With good service and complete hardware, is this gym enough?
Existing gymnasiums need to be improved. From the function of the gym, it can be divided into three levels: the first level is fitness, that is, the effect of improving physical fitness through physical exercise; the second level is fitness shaping, that is, through the scientific and rational fitness to achieve the effect of shaping body shape The third level is fitness rehabilitation, that is, through fitness, rehabilitation of some diseases, such as cervical, lumbar and other common diseases.
Today, gymnasiums on the market are basically at the first and second levels. At present, there are not many fitness institutions that can provide fitness rehabilitation services.
In fact, the fitness rehabilitation function has a vast market. From the first level, if it is purely physical exercise, outdoor can meet the demand; the second level of fitness shaping, the pursuit of bodybuilding muscles, perfect body needs are after all a minority; and the third level of fitness rehabilitation is a vast demand. Nowadays, with the increasing pressure of work and life, more and more people are in a sub-health state, and for the cervical spondylosis and lumbar spondylosis caused by long-term sedentary conditions, most office workers suffer or have Potential cervical spondylosis threat. Therefore, this part of the market can not be underestimated.
How to grasp the fitness rehabilitation market? Fitness clubs must first make accurate functional positioning; Second, some talents should be able to provide fitness coaches for physical rehabilitation. They must be professional fitness instructors with both medical knowledge and nutritional knowledge.
Date: 2015-04-11 09:52
The busy work and improvement of living standards have caused many people to get into a kind of trouble: Sedentary, the stomach is getting bigger, less moving, and the body is getting worse.
At this point, a leaflet can make people excited: lose weight, shape, fitness, a calculation, and not expensive, so willing to take out their pockets and walk into the gym. The gym has a fiery sight.
However, in recent years, the closure of gyms and the running of bosses have become commonplace. The topic has never stopped. Faced with the uncertain gym, why are consumers willing to pay big bucks for a two-year card, a five-year card, or even a lifetime card? What is the status of the fitness industry? Where is the development prospect of the industry? What caused the industry? The dilemma? How should the gym break out?
Separation of investor and operator is a kind of flaw
For the causes of the industry's difficulties, Xiao Bian's answer is strikingly consistent: the separation of investors and operators is an important factor causing the plight of the gym.
In the fitness industry, many investing bosses do not understand the operation of the gym, and generally hire someone to take charge of the operation. At the same time, problems will arise. The person in charge of the fitness industry for many years told Xiao Bian that the operators generally saw the immediate performance rather than the long-term development of the gym. For example, in order to complete the performance this month, operators will do some additional activities to sell low-cost cards. After sales personnel, coaches, and operators take away the royalty, the remaining funds will be less than before, and basic operating requirements will also be paid. The boss can hardly make money.
In order to fight for performance, gym operators will sell a large number of cards for five years, ten years, or even lifetime cards. Taking the two-year card as an example, if the one-year card is 1,000 yuan/year, in order to win over customers, many gyms will launch a two-year package of 1,500 yuan. In this way, although the amount of money taken by the gym at one time is relatively large, it The second year's expenditure will be halved. Such a vicious cycle will naturally run into operational difficulties. Five-year cards and life-long cards are even bigger business pitfalls. At the same time, Xiao Bian also reminded that it is not recommended to purchase a fitness card that lasts for more than two years.
Lack of talent is the threshold for the development of the industry
For the fitness industry, it differs from other industries in that it has its own particularities. First, professionalism must be mastered by all its staff, and professional terms are strong. Secondly, the external image is also the face of the industry. Even they are all different types. How to persuade others?
In general, fitness industry practitioners fall into several categories:
1, enthusiasts become practitioners. From a sports-loving, sport-loving, to market potential during the sport, join a professional industry.
2, sports college graduates. This group of people is rather special. They are not proud of their recent graduation, and they have to meet the smaller professional needs of the general social environment. They are hitting the blood stream and returning to the fitness industry.
3, retired athletes and veterans.
The lack of personnel is serious, especially professional management personnel. Because of their particularity, the introduction of outstanding managers in foreign industries is also rejected, and so on, restricting the development of the industry.
Professionalism and functionality are the prospects for the development of the industry
With good service and complete hardware, is this gym enough?
Existing gymnasiums need to be improved. From the function of the gym, it can be divided into three levels: the first level is fitness, that is, the effect of improving physical fitness through physical exercise; the second level is fitness shaping, that is, through the scientific and rational fitness to achieve the effect of shaping body shape The third level is fitness rehabilitation, that is, through fitness, rehabilitation of some diseases, such as cervical, lumbar and other common diseases.
Today, gymnasiums on the market are basically at the first and second levels. At present, there are not many fitness institutions that can provide fitness rehabilitation services.
In fact, the fitness rehabilitation function has a vast market. From the first level, if it is purely physical exercise, outdoor can meet the demand; the second level of fitness shaping, the pursuit of bodybuilding muscles, perfect body needs are after all a minority; and the third level of fitness rehabilitation is a vast demand. Nowadays, with the increasing pressure of work and life, more and more people are in a sub-health state, and for the cervical spondylosis and lumbar spondylosis caused by long-term sedentary conditions, most office workers suffer or have Potential cervical spondylosis threat. Therefore, this part of the market can not be underestimated.
How to grasp the fitness rehabilitation market? Fitness clubs must first make accurate functional positioning; Second, some talents should be able to provide fitness coaches for physical rehabilitation. They must be professional fitness instructors with both medical knowledge and nutritional knowledge.
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