5 thoughts on “Analysis of the status quo of fitness club”
Don
Core data in this article: Global Fitness Club market size; representing the number of corporate stores -The market size of the global fitness club industry based on IHRSA data. From 2016 to 2019, the global fitness club market size was on the rise. In 2019, the market size of the global fitness club reached 96.7 billion US dollars, an increase of 2.87%compared to 2018, and the growth rate slowed down. In 2020, affected by the global epidemic, the global fitness club industry is facing a cold winter. According to Research and Markets data, in 2020, the global fitness club market size was US $ 89.69 billion, a decrease of 7.25%compared to 2020. In 2021, when the global epidemic has improved, the market size of the global fitness club industry has increased. According to preliminary statistics, the market size of the global fitness club in 2021 was about 94.2 billion US dollars. - n -European and American fitness clubs are more developed
It's development level of the global fitness club industry, the development level of North America and European regions is significantly higher than that of other parts of the world. The increase in health awareness of American consumers and the increase in obesity may support market growth in the region. Adults aged 20 to 64 are the largest fitness people, and their number of people has increased, which has stimulated the recent demand for gym members in the United States. The development level of the Chinese fitness club industry is currently in a medium level in the world and is higher than Africa and other regions. - ryle in the industry already has global leading companies The most active companies in the global fitness club market include F45, Planet Fitness, Fitness, LIFETIME FITNESS, etc. In addition, the main strategy used by companies operating in the global fitness club market is expansion and mergers and acquisitions. The main participants are focusing on expanding their regional influence in order to meet the needs of consumers and win the market. -The market size of the global fitness club industry will grow rapidly at a compound growth rate of 7% In the future, as the epidemic improves, the awareness of social health, and the intelligent upgrade of the traditional fitness industry, the global fitness club industry market The scale will be further increased. According to relevant data, in 2022, the market size of the global fitness club is expected to reach $ 101 billion. In 2027, the market size of the global fitness club industry will exceed 140 billion US dollars, with a compound growth rate of greater than 7%. -For more industry research and analysis, please refer to the "China Fitness Club Industry Market Research and Investment Strategic Planning Analysis Report"
Before the epidemic, the entire fitness industry was tired. Everyone was trying to find problems and solutions in the gym. After the epidemic, the industry is even more sorrowful. In this crisis, how to calmly face crisis and seize opportunities is the key to sustainable development of the gym.
01 The status quo of the gym now: the existence of the gym and the solution
▶ After the epidemic crisis
They are derived from cash flow. The high amount of rent and other fixed costs of water and electricity are not open for a long time. It is increasingly difficult to open the door. It is more and more difficult to obtain.
But these are not the root causes. The emergence of the epidemic is just that the disadvantages of the gym have emerged in front of everyone again.
Blip -blind emphasis on sales and performance, ignoring content and operation. There is no way to improve user viscosity, which also reduces user experience and leads to user loss. After the annual card expires, the possibility of renewal is very low, and there is no way to retain users at all, and it is impossible for customers to refer. This malignant cycle also leads to poor user viscosity and cannot further transform paid.
The operating model, even if there is no impact of the epidemic, the gym is difficult to get subsequent development space, but the epidemic accelerates the outbreak of the crisis.
▶ Model solidification, strong impact of the new model
2014, the development of the mobile Internet development and the sports industry concept, ignited the process of connecting the fitness industry. A large number of Internet fitness brands such as Super Orangutan and Le Carved Movement have risen, making the entire industry surging.
The difference between the new gym and the traditional gym is largely in terms of user renewal. Obviously, in addition to the new operating model, the new gym has improved user viscosity and promotes customers' secondary consumption. Especially excellent.
In this shows that user relationship is very important for a gym brand. Whether it can establish a customer's dependence and trust in the gym has become an important factor in the renewal rate of fitness houses.
The traditional gym business is directly impacted by this new gym. The model is aging, which is also one of the problems in the gym.
02 how to improve your own dilemma: solution to the problems of the gym
▶ Solution 1: Pay attention to online marketing
Generally, marketing is relatively single, usually focusing on offline activities, ignoring the influence of online propaganda. But in this Internet era, online communication effects often exceed your imagination. The advantages of the use of online marketing compared with offline activities are: convenient, fast, fast communication, and wide coverage.
image.png
What to use the Internet to do an effective activity? We can use WeChat as a channel, using the relationship between the "distribution system" and "secondary card fission", and use the relationship between people as a driver. Through the distribution mode "Membership".
The marketing methods can help the gym get more potential customers and increase the awareness of the gym in the public. Compared with traditional ground push and other means, the cost is lower and the effect is more obvious.
▶ Solution 2: Do a good job of user service
Members of Weijian system membership reminder function: Members will be accepted after members who are responsible for membership and coach's mobile app. To remind, coaches can actively maintain membership according to the situation.
image.png
In gym staff in the usual work, they have more relationships with members, and the gym will actively cooperate when doing activities. In this way, every activity in the gym will get more effort.
In the end, the service quality of the overall gym was improved by using micro -health systems.
▶ Solution 3: Do a good job of user operations
The gym to do a good job of user operations, you need a platform as a "bond". WeChat public account is the best choice. Most gyms have their own WeChat public account, but few gyms really use the public account.
The gym can make members pay attention to their public account through online or offline activities of the Internet. At the same time, we can directly embed the interior of the WeChat public account. Members of the gym can use the micro -health system by focusing on the public account. At this time, it was equivalent to achieving a "compulsory" effect, and members directly became the "fan" of the public account.
image.png
After there are certain fans in the public account, the gym can establish a private domain flow pool in WeChat public account, which is usually called " Fish pond. Next, the gym needs to consider how to maintain users in the public account.
image.png
The method of maintaining users in the public account, such as publishing articles in WeChat public accounts, conveying the brand concept of the gym in the article, showing the club The internal environment and team features, or conveying fitness knowledge to users, cultivating users' fitness awareness, and interacting with users in public accounts.
The positive significance for the gym's user renewal, promotion, and pushing new, and can also stimulate members' multiple consumption.
For the gym, only by following the development of the times, using Internet marketing, building its own private area flow pool, doing a good job of user operations, and establishing a close relationship between the gym and users can we better seize the opportunity Essence
The fitness industry is the representative product of "consumption upgrade". After the material needs are met, people begin to pursue a healthier body and a more fit. Modern people have paid attention to health management. In recent years, Chinese people have particularly attached importance to strengthening prevention of diseases through sports.
2012-2017 The number of people who often participated in physical exercise in our country continued to rise. The fitness industry brings huge demand. In 2017, the total output value of my country's fitness industry was about 150 billion yuan, and the average annual growth rate in the past six years was 7.7%.
-2012-2017 Middle-Heng body production value-
(Information source: public information sorting)
-2012-2017 Number of participants in physical exercise-
(Data Source: Public Information Sorting)
The number of fitness clubs in my country has maintained a higher growth since its emergence, from 3245 in 2010 to 3,245 More than 5,000 in 2017. Although in 2011-2013, due to the intensified fitness market competition, the industry has closed down, and the growth rate of fitness clubs has slowed down or even negative.
The demand for the rapid growth and professional guidance of fitness population in recent years has intensified, a new round of fitness trend has shown signs of recovery in the industry, and the number of fitness clubs has also increased rapidly. It is expected that the number of fitness clubs in my country will reach 5,861 by 2018.
-2010-2018 The number and ratio of the number and ratio growth rate of the middle of the country in the middle of the country- (data source: public information sorting)
Consumers have different demands for fitness: In a survey jointly implemented by Nielsen and the State General Administration of Sports, in addition to the common reasons for enhancing physical fitness, post -70 and 80s attach importance to the exercise fitness through scientific systems to relieve stress while preventing sports damage. The post -85s attach importance to the effect of shaping the body through efficient sports content design, and the post -90s takes exercise as an important part of social networking. I like to create their own healthy image in social networks through the results of drying and drying.
As traditional gyms have continued to close news, more and more people have begun to choose this "small and beautiful" new gym. Among them, many Internet brands, including Lede, Super Orangutan, Light Pig Purdles, Keep, etc., they divided the market belonging to the traditional gym.
In order to sell the card, some private teachings even have to "part -time" work. In the traditional gym, the coach's salary is the base salary commission class hours. The basic salary is unchanged. The more selling lessons, the higher the commission and class hours. Such a salary structure has caused coaches to sell classes desperately. "Many members are suspected of being annoyed by private education, and we don't want to do this!" The fitness coach said. He said in addition to class every day to find "potential trainees" in the gym, but he hated this feeling very much. He originally came because he loved fitness before coming. In this industry, but now it is doing sales. When the coach puts its main energy on sales, it will ignore the improvement of teaching technology and the management of their figure. However, like many industries, fitness also follows the "10,000 -hour law". A few months of fast Cheng Cheng can only get you a "private education certificate". More and more valuable. This kind of sales -oriented gym, while stifling the coach's career, is breaking the future of the gym. Those fitness coaches forced by selling pressure have left, either flowing to the new gym, or taking away a large wave of members and opening their studios. For heavy sales pressure, many professional and strong fitness coaches left the club and embarked on the road of entrepreneurship. At that time, the trend of fitness was hot. They fantasized that they "self -reliance" with the membership resources in their hands and using the model of a small studio to share the private education income of the club. However, reality is much worse than dreams. This leads to more and more fitness studios, but good coaches have not increased much. Coupled with the frequent flow of coaches, the retention rate of old customers is constantly declining. When no new members flow in, the gym will face sustainable profitability.
The last market is in a more chaotic situation. In the face of the impact of the current epidemic, the fitness industry is also facing the cold winter, and the industry transformation is in a hurry.
Now the prospects for the development of fitness coaches are very good. As long as the technical majors plus a little sales ability, the income is still considerable. The fitness coaches of the fitness industry mainly include private fitness coaches, group exercise fitness coaches, and fitness coaches. The income of general private coaches will be better. You can go to some professional training schools to study, and then take the fitness qualification certificate. Now the regular gym has a certificate of certificate for fitness coaches. We are a professional fitness training institution. The courses offered in national work fitness training, preschool training, Wei Mi slimming training, sports injury rehabilitation and other training courses are comprehensive and the training instructor has rich teaching experience.
Core data in this article: Global Fitness Club market size; representing the number of corporate stores
-The market size of the global fitness club industry
based on IHRSA data. From 2016 to 2019, the global fitness club market size was on the rise. In 2019, the market size of the global fitness club reached 96.7 billion US dollars, an increase of 2.87%compared to 2018, and the growth rate slowed down.
In 2020, affected by the global epidemic, the global fitness club industry is facing a cold winter. According to Research and Markets data, in 2020, the global fitness club market size was US $ 89.69 billion, a decrease of 7.25%compared to 2020. In 2021, when the global epidemic has improved, the market size of the global fitness club industry has increased. According to preliminary statistics, the market size of the global fitness club in 2021 was about 94.2 billion US dollars.
- n -European and American fitness clubs are more developed
It's development level of the global fitness club industry, the development level of North America and European regions is significantly higher than that of other parts of the world. The increase in health awareness of American consumers and the increase in obesity may support market growth in the region. Adults aged 20 to 64 are the largest fitness people, and their number of people has increased, which has stimulated the recent demand for gym members in the United States. The development level of the Chinese fitness club industry is currently in a medium level in the world and is higher than Africa and other regions.
- ryle in the industry already has global leading companies
The most active companies in the global fitness club market include F45, Planet Fitness, Fitness, LIFETIME FITNESS, etc. In addition, the main strategy used by companies operating in the global fitness club market is expansion and mergers and acquisitions. The main participants are focusing on expanding their regional influence in order to meet the needs of consumers and win the market.
-The market size of the global fitness club industry will grow rapidly at a compound growth rate of 7%
In the future, as the epidemic improves, the awareness of social health, and the intelligent upgrade of the traditional fitness industry, the global fitness club industry market The scale will be further increased. According to relevant data, in 2022, the market size of the global fitness club is expected to reach $ 101 billion. In 2027, the market size of the global fitness club industry will exceed 140 billion US dollars, with a compound growth rate of greater than 7%.
-For more industry research and analysis, please refer to the "China Fitness Club Industry Market Research and Investment Strategic Planning Analysis Report"
Before the epidemic, the entire fitness industry was tired. Everyone was trying to find problems and solutions in the gym. After the epidemic, the industry is even more sorrowful. In this crisis, how to calmly face crisis and seize opportunities is the key to sustainable development of the gym.
01 The status quo of the gym now: the existence of the gym and the solution
▶ After the epidemic crisis
They are derived from cash flow. The high amount of rent and other fixed costs of water and electricity are not open for a long time. It is increasingly difficult to open the door. It is more and more difficult to obtain.
But these are not the root causes. The emergence of the epidemic is just that the disadvantages of the gym have emerged in front of everyone again.
Blip -blind emphasis on sales and performance, ignoring content and operation. There is no way to improve user viscosity, which also reduces user experience and leads to user loss. After the annual card expires, the possibility of renewal is very low, and there is no way to retain users at all, and it is impossible for customers to refer. This malignant cycle also leads to poor user viscosity and cannot further transform paid.
The operating model, even if there is no impact of the epidemic, the gym is difficult to get subsequent development space, but the epidemic accelerates the outbreak of the crisis.
▶ Model solidification, strong impact of the new model
2014, the development of the mobile Internet development and the sports industry concept, ignited the process of connecting the fitness industry. A large number of Internet fitness brands such as Super Orangutan and Le Carved Movement have risen, making the entire industry surging.
The difference between the new gym and the traditional gym is largely in terms of user renewal. Obviously, in addition to the new operating model, the new gym has improved user viscosity and promotes customers' secondary consumption. Especially excellent.
In this shows that user relationship is very important for a gym brand. Whether it can establish a customer's dependence and trust in the gym has become an important factor in the renewal rate of fitness houses.
The traditional gym business is directly impacted by this new gym. The model is aging, which is also one of the problems in the gym.
02 how to improve your own dilemma: solution to the problems of the gym
▶ Solution 1: Pay attention to online marketing
Generally, marketing is relatively single, usually focusing on offline activities, ignoring the influence of online propaganda. But in this Internet era, online communication effects often exceed your imagination. The advantages of the use of online marketing compared with offline activities are: convenient, fast, fast communication, and wide coverage.
image.png
What to use the Internet to do an effective activity? We can use WeChat as a channel, using the relationship between the "distribution system" and "secondary card fission", and use the relationship between people as a driver. Through the distribution mode "Membership".
The marketing methods can help the gym get more potential customers and increase the awareness of the gym in the public. Compared with traditional ground push and other means, the cost is lower and the effect is more obvious.
▶ Solution 2: Do a good job of user service
Members of Weijian system membership reminder function: Members will be accepted after members who are responsible for membership and coach's mobile app. To remind, coaches can actively maintain membership according to the situation.
image.png
In gym staff in the usual work, they have more relationships with members, and the gym will actively cooperate when doing activities. In this way, every activity in the gym will get more effort.
In the end, the service quality of the overall gym was improved by using micro -health systems.
▶ Solution 3: Do a good job of user operations
The gym to do a good job of user operations, you need a platform as a "bond". WeChat public account is the best choice. Most gyms have their own WeChat public account, but few gyms really use the public account.
The gym can make members pay attention to their public account through online or offline activities of the Internet. At the same time, we can directly embed the interior of the WeChat public account. Members of the gym can use the micro -health system by focusing on the public account. At this time, it was equivalent to achieving a "compulsory" effect, and members directly became the "fan" of the public account.
image.png
After there are certain fans in the public account, the gym can establish a private domain flow pool in WeChat public account, which is usually called " Fish pond. Next, the gym needs to consider how to maintain users in the public account.
image.png
The method of maintaining users in the public account, such as publishing articles in WeChat public accounts, conveying the brand concept of the gym in the article, showing the club The internal environment and team features, or conveying fitness knowledge to users, cultivating users' fitness awareness, and interacting with users in public accounts.
The positive significance for the gym's user renewal, promotion, and pushing new, and can also stimulate members' multiple consumption.
For the gym, only by following the development of the times, using Internet marketing, building its own private area flow pool, doing a good job of user operations, and establishing a close relationship between the gym and users can we better seize the opportunity Essence
The fitness industry is the representative product of "consumption upgrade". After the material needs are met, people begin to pursue a healthier body and a more fit. Modern people have paid attention to health management. In recent years, Chinese people have particularly attached importance to strengthening prevention of diseases through sports.
2012-2017 The number of people who often participated in physical exercise in our country continued to rise. The fitness industry brings huge demand. In 2017, the total output value of my country's fitness industry was about 150 billion yuan, and the average annual growth rate in the past six years was 7.7%.
-2012-2017 Middle-Heng body production value-
(Information source: public information sorting)
-2012-2017 Number of participants in physical exercise-
(Data Source: Public Information Sorting)
The number of fitness clubs in my country has maintained a higher growth since its emergence, from 3245 in 2010 to 3,245 More than 5,000 in 2017. Although in 2011-2013, due to the intensified fitness market competition, the industry has closed down, and the growth rate of fitness clubs has slowed down or even negative.
The demand for the rapid growth and professional guidance of fitness population in recent years has intensified, a new round of fitness trend has shown signs of recovery in the industry, and the number of fitness clubs has also increased rapidly. It is expected that the number of fitness clubs in my country will reach 5,861 by 2018.
-2010-2018 The number and ratio of the number and ratio growth rate of the middle of the country in the middle of the country-
(data source: public information sorting)
Consumers have different demands for fitness: In a survey jointly implemented by Nielsen and the State General Administration of Sports, in addition to the common reasons for enhancing physical fitness, post -70 and 80s attach importance to the exercise fitness through scientific systems to relieve stress while preventing sports damage. The post -85s attach importance to the effect of shaping the body through efficient sports content design, and the post -90s takes exercise as an important part of social networking. I like to create their own healthy image in social networks through the results of drying and drying.
As traditional gyms have continued to close news, more and more people have begun to choose this "small and beautiful" new gym. Among them, many Internet brands, including Lede, Super Orangutan, Light Pig Purdles, Keep, etc., they divided the market belonging to the traditional gym.
In order to sell the card, some private teachings even have to "part -time" work. In the traditional gym, the coach's salary is the base salary commission class hours. The basic salary is unchanged. The more selling lessons, the higher the commission and class hours. Such a salary structure has caused coaches to sell classes desperately. "Many members are suspected of being annoyed by private education, and we don't want to do this!" The fitness coach said. He said in addition to class every day to find "potential trainees" in the gym, but he hated this feeling very much. He originally came because he loved fitness before coming. In this industry, but now it is doing sales. When the coach puts its main energy on sales, it will ignore the improvement of teaching technology and the management of their figure. However, like many industries, fitness also follows the "10,000 -hour law". A few months of fast Cheng Cheng can only get you a "private education certificate". More and more valuable. This kind of sales -oriented gym, while stifling the coach's career, is breaking the future of the gym. Those fitness coaches forced by selling pressure have left, either flowing to the new gym, or taking away a large wave of members and opening their studios. For heavy sales pressure, many professional and strong fitness coaches left the club and embarked on the road of entrepreneurship. At that time, the trend of fitness was hot. They fantasized that they "self -reliance" with the membership resources in their hands and using the model of a small studio to share the private education income of the club. However, reality is much worse than dreams. This leads to more and more fitness studios, but good coaches have not increased much. Coupled with the frequent flow of coaches, the retention rate of old customers is constantly declining. When no new members flow in, the gym will face sustainable profitability.
The last market is in a more chaotic situation. In the face of the impact of the current epidemic, the fitness industry is also facing the cold winter, and the industry transformation is in a hurry.
Now the prospects for the development of fitness coaches are very good. As long as the technical majors plus a little sales ability, the income is still considerable. The fitness coaches of the fitness industry mainly include private fitness coaches, group exercise fitness coaches, and fitness coaches. The income of general private coaches will be better. You can go to some professional training schools to study, and then take the fitness qualification certificate. Now the regular gym has a certificate of certificate for fitness coaches. We are a professional fitness training institution. The courses offered in national work fitness training, preschool training, Wei Mi slimming training, sports injury rehabilitation and other training courses are comprehensive and the training instructor has rich teaching experience.