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1. One to break the gym operation Boundary thinking, the other is the expectation of surpassing fitness members, and the third is intelligent.
How to use data to improve the gym itself Operation and competition?
The first way to break the border thinking of the gym, turn consumers into the core of business decisions.
When consumers get more and more understand this industry, we must pay attention to the product service, then it needs to reverse thinking. You think the club is the membership, private education and water, and the group should be free to stimulate the sales of members, and the water can only serve internal members? This is the original intention of the reverse thinking, this is the \”Cancellation of Knowledge\”, because the industry is so many years, you will fall in, you can’t jump out, you can’t find a good business opportunity, more reluctant to communicate with the outside world. Thinking needs to be upgraded, the purpose is to do not have people to make a limit, we have to do some improvements and details decisions, the purpose is to establish a close relationship, whether it is a venue, or employee, to establish a close relationship.
The second is expected to surpass fitness members.
Give everyone a small example, the club has a swimming pool, how to surpass the expectations, a coach gives him underwater, this person is ready to leave the pool, you told him that I took some photos. Look at it, if you like, I will send it to you, this is the quality and innovation of a small detail to the customer. First keep the core nature of the business, provide good products around product services and value, provide more and more complete more services, and even value-added services, this is the core, then divergently think the user’s participation and There is something that feels.
The third is intelligent.
Intelligent is irreversible in this era. The overall China’s human cost is also irreversible, so we must start doing big data, Internet of Things, intelligence, and solving the replacement part of the need. Including the specific gravity and driving force like fitness industry, can you slowly replace him through some intelligence? The role of big data is currently two aspects, efficiency and income. Data acquisition, the first through information management, the second pass through intelligence. How to make a value after the data, the data can be analyzed why there will be ten members of the gym will renew, the renewed person must have the same factor to renew the same factor, the second is the member, and the member can go Do marketing promotion, do consumption upgrade, do a course promotion, do a variety of data reminders, can produce more value,
2. The space does not directly determine the benefits, but affects our experience, and finally acts on the venue. I divide the evolution of the fitness space into three categories around this section.
[123 I raised a short example, in the Mid-Autumn Festival, I spent 80 yuan to go to Shanghai’s best cinema to experience a \”spy middle spy 6\”, the mall is very good, I have a very good Happy two hours, and the dynamic environment of the dynasty makes me in the end, I think that 80 yuan is worth it. So the space does not directly determine the benefits, but affects our experience, and finally acts on the venue, surrounded by this link, I divide the evolution of the fitness space into three categories, one is the orientation of functional diversity, the second is Fitness training target orientation, three is the orientation of personalized space.
First 1.0 state, you may go to the space to the functional area, such as the oxygen zone, power equipment area, group score, and discrete what consumers feel? Everyone is practicing themselves.
How to upgrade this environment, so I entered the 2.0 era. Regarding the orientation of fitness and training objectives, this is the distinction between fitness ability. There is a small white player, there is a gray-grade player. Different purposes, some for social, some people are different in the training objectives, and the training style is different. Diverse spaces appear on the basis of these two latitudes. On the other hand, when the member spans the next area from a region, it is possible to generate psychological forward feedback – when he sees the next area, it is actually foreseen the future status and training mode, thus foresee the future Yourself.
The 2.0 era creates more feelings, how should you face with the upgrade of consumption scenes? Apple can be a mobile phone, or a bridge leading to the virtual world. Shentai fishing is not only a hot pot, but also about love, companionship and home, in 3.0 era, customers are increasingly pursuing personalized Experience. The new gym has tended to small groups, Gao Pings, the target is clearer, and there are some shortcomings, which is the sustainability and ductility of space. When the member is not suitable for this state, there is no way to produce fresh. Feeling, members should maintain a unified action in an efficient situation, it is difficult to keep up with the rhythm, which is easy to create frustration.
From 1.0 people, there is no difference between 2.0 through people to classify, increase the interactivity of the region, reaching people have good, and then through special equipment and standard system courses, people to achieve the state of my special state Three are the relationship between levels of progress.
3. The gym is a main store in the business. It is actually limited, and it is still very low than other ages
From the perspective of RET Ruiyi Dienan District Deputy General Manager Sun Qiang
The future development direction of the fitness industry is first in portrait In terms of the design, he needs to have a leading company to establish an industrial chain, open the gym industry and other related industrial chains, lead the industry upgrade; the second is the expansion of the industry, and now there are so many fitness studios, in fact, represents the future development, tradition How to transform in the future, and you need to quickly reach the three-four-wire market, this cake is very big; the third is a more refined course, when we do research, there is a gym in Tokyo, Japan, paying attention to Stretching, characteristics in a small amount of time, can complete a very basic exercise, exercise does not need to flow a lot of sweat, even wearing a suit without changing clothes, you can complete the exercise.
In the horizontal, the first fitness must be a wire draw. Now there is a member of the box, there is no importance to the line, waste traffic on the line, so It is a very necessary thing. The second is to be derived, in fact, there are many derivatives in the fitness industry that can hang together, such as the diet provided in the fitness in the gym, I can eat it here.
There is also a large number of domestic gym, in a more young group, and the gym is a main store in the commercial body. It is actually limited, and it is not in the mall. The role of a very big main store, and other ages are still very low, so the gym has the opportunity to do more guest groups, can create such interactions with more art, becoming the entrance of business emerging traffic .
4. A fitness member participates in 1 time a week to 5 times, will not give you a change in your fitness club, but if you can lead 15 to 20 members who never participate in fitness Slowly to your fitness club to participate in two times, this will change the entire industry.
How to improve the membership rate, let them get the training effect, but this is not the only reason for them. The most important thing is that members live in real time, and the entire course has social communication and people’s interworking. What we do is to make the social attributes of the fitness place more eye-catching, rather than selling nutrition products.
Looking at the entire industry, it is in fact facing such a small failure and setback. This is the responsibility of the fitness industry practitioner. It should be promoted throughout the industry. This is why social properties, especially for new access. The people in the fitness industry are the most important and simpler points.
A fitness industry is very small, our goal is to help people who have not participated in the fitness industry have come in and help them succeed in fitness.
I have set up a group in 2009. We led them to participate in sports, these people may never participate in sports, but after 8 weeks, they will go to five kilometers running. More than 4,000 members have now participated in such an experience, and the entire success rate has reached more than 90%, and 90% of members have never participated in the movement until the last 5 km challenges. In 4,000 members, most people identify the first element of social attributes. More people can meet more people outside the gym, they are important causes of their participation, accepting and sticking.
5. The best curriculum in the world is the most responsible for the most members
View from Laimei Great Zhonghua Coaching Training MatthewthRaxton
[123 ] The first point is the renovation of the audio. Through decoration, including audio and music, there are facilities and equipment, allowing members more is willing to come to your coemale, be sure to build a very exciting costume.
The second point is to create a perfect course to create a perfect course mainly three points, courses, coaches, and class time. The best curriculum in the world is a class that can accommodate the most members, this is the first element of our concern. We have a great private education director. How many courses have been stared at private education every day, how many results have been generated, but many clubs have not had such a management personnel to stare at the entire data of the gathering course and Operation.
The third point is that we need very good coaches. Need to get more excellent coaches to help the club grow up. I learned a lot of experience in a very well-known studio in the United States. It allows rock small stars to teach rides, rather than let the people who are riding to teach rides, gain very successful success.
Finally, we must do a lot of scoring mechanisms every month to truly measure the value of the grouse against the club.
6. When doing a chain or wants to open a second store, is there a clear account, how to calculate the account is correct?
Viewpoint from the founder of ants and private education
How is the account is correct? When doing a chainOr when you want to open the second store, is there a very clear account, make it don’t make money, how do you think this account? Maybe everyone is the same as the first way to get in the industry, it is the water account, maybe I sell 120,000 yuan this month, the rent is more than 10,000, the salary is 30,000, the remaining is net profit? If this account is very high.
The water account cannot be considered profit. In addition, don’t think that this month earns 50,000, you can earn 50,000 next month, and you can earn 50,000 for the third month. It may not make money in three days. Now that the rent cost is improved, the cost of labor costs, and when there is a greater capital party to grab the market, the artificial salary given you can’t give, so you must consider making money when choosing cross-regional operations.
I hope everyone can think about it. When you are ready to do multi-store chain, you must first think about it is enough. Do you have a partner, you can really help you contribute your own strength in a business, not simple except for money. s things. People, money, time must have, I have said that I have a chain, human, financial resources, these three power must be done.
7. Under normal circumstances, if your own studio is more than ten more than ten service points, you are more competitive than others.
Differentiated services are the quality of your daily services and someone else. For example, if someone else comes in, you can do a cup of tea. If you do it yourself, it is not a tea, white water, coffee, etc., you will choose a service point than others. Under normal circumstances, if your own studio is more than ten service points than others, you are more competitive than others. Next is enough member maintenance and activities, do you have enough maintenance capabilities and organizational skills; the third is a third-party institution, there is no partner, you can help your marketing, member maintenance, and drainage. There are also courses and settings. Is there enough interest in the course, there is no continuity, there is no system, and how the member’s training program is arranged, which is to provide differentiated services.
There is also a service other than fitness. We now add nutrition services, and it may increase more to health later, in fact, there is a point of indirect relationship with fitness. You increase in, it is more differentiated than others. Finally, it is an intelligent management system. I think it is necessary to enhance a lot of operational effects. This is the core advantage. Software and hardware have their own unique things. There is also an operation mode. Now 95% of the studios are selling classes unless you have new models.
8. Training and gym separation, hardware and service separation areFuture technology is involved in the trend of fitness.
咕咚 咕 无Start making a bracelet or app actually doing sports data. We have just launched an AI fitness service last week, including the combination of online live broadcast and intelligent hardware. We used to give you a course of running the marathon based on the data, but in the fitness industry, this is more like content, such as Laimei has done a lot of content, I even think that each gym is content, the coach is the executor of the content.
However, foreign coaches and gym are separated, so that the US doctors and hospitals are separated, not in a system, this is also the future development trend. On the other hand, just like online English education, the data of the fitness must be spread to the whole network next step.
We use the US Peloton as an example, it only has two products, one is a treadmill, one is a bicycle, all products are characterized by networking, a treadmill four thousand dollars, a bicycle 2,000 dollars, buy Going home while providing a live course in the backend, 36 US dollars a month, at this time, the hardware and service are separated, there is a team of education behind, 8 in the evening 8point, teach you to ride a bicycle, here to start doing content and The combination of equipment, the coaches and students can accept the service of this coach in any place in the country.
9. Collection is not a superimposed product, but the operation of the operation, once a collection of many forms, the cost of the background management is much more than the rewards.
Zhang Cheng from Executive Secretary of the Sichuan Chain Commerce Association
All commercial concepts or stack of business content will produce short-term bonus or benefits, such as putting dining, bars, clothing, bookstores, plus fitness, etc. It may be changed in a short term.It is a holy place, but it is not the sustainability of the operating room itself. We have done a lot, there are two experiences to share it, in fact, two pits.
The first is that the collection is not a superimposed product, but the operation of the operation, this sentence is that I spend a lot of money, once a lot of business, the cost of management is better than getting There are many returns, the second experience is if many things rely on communities, and the so-called cable-on-line bridge is transferred to the line, or from online to the line, this is a pseudo-proposition, people online Need to communicate, you need to get service, everyone as the practitioner of the gym, don’t over-consumption consumers, I don’t think about how interesting to bring the happiness brought to others.
We thank the guests to share the views.
Shanghai as the first-year international city in China, has always been the preferred land of global fitness and big brands into China. Here is more energetic, more fashionable, and lifestyle is harma. It is more suitable here to discuss \”new\” here.
On the other hand, as mentioned in Chengdu station, the fitness industry is an industry that resists recession. In the current economic environment, it is more likely to find its unique era opportunities.
Compared to the methodology of the first stop, this forum will stand on higher dimensions, from data interpretation, global trends, investment judgments and market opportunities to explore the fitness market, share the first hand and the forefront. the opinion of. We will also usher in many well-known fitness clubs and brands in the country and even the world. They will protect the highest quality exchanges and collisions with guests.
Declaration: This article is originally created by slings, please indicate www.lanxiongsports.com.