What is the business model of fitness club?

There are three forms of health clubs. The first one is the gym in the hotel, which usually has a swimming pool. So what does the fitness club mainly do? Below I will solve the operation and management problems of fitness clubs for everyone, hoping to help you.

Operation and management of fitness clubs

First, the three advantages of China Fitness Club

Parents from China Sports Bi Li Fitness Club Co., Ltd? All of them? Noble? One party is the first sports listed company in China controlled by the State Sports General Administration, namely China Sports Industry Co., Ltd.; On the other hand, Billy Company, the commercial operator of the largest fitness club in the United States and even the world. By the combination of strength and strength? Double strength in the body? It also has incomparable natural advantages: first of all, it has resource advantages, relying on China Sports Industry Corporation to enjoy capital and other resources. The second is brand advantage. Billie is the largest health club operator in the world with a history of more than 40 years. It is a world-famous brand, and brand means guaranteed service quality. The third is the management advantage, which is also its core advantage. At present, the fitness industry in China is still in its infancy, and there is not much experience to learn from. However, the professional management system in the United States for more than 40 years is very meticulous and perfect, including training system, management system and marketing system. The operation standard of this system is undoubtedly a rich resource for domestic fitness clubs.

Second, the professional fitness service system

The goal of China Sports Billie Fitness Club is to provide professional and high-quality fitness services for the China market, and to customize personalized fitness plans for each member. This professional fitness service is embodied in every link of the service? From member consultants, aerobics instructors to personal trainers, and even to the front desk, water bar and cashier. Member consultants should know the basic information (such as working conditions, fitness history, diet structure, etc.) when providing member consultation to customers. ) and the specific needs of customers, according to these basic information, design the most suitable fitness program for them, lead customers to visit various fitness equipment, and invite customers to experience a free day at the Chinese Sports Association before joining. After joining the club, members are provided with professional physical fitness tests, so that members can fully understand their physical condition and tailor safe, effective and interesting training according to the test data.

Practice plan. Billie's aerobics instructor and personal trainer are all graduates with expertise selected from physical education colleges, and they are trained by Billie Company of the United States and can only be employed after obtaining Billie certification of the United States.

Personal trainers provide members with a variety of fitness guidance in a one-on-one way, including evaluating their physical functions, making fitness plans for members, providing reasonable diet and nutrition suggestions, and guiding various anaerobic equipment training and aerobic course training. Through these professional fitness guidance, personal trainers try their best to create an inspiring environment and provide a warm and interactive sports experience while imparting fitness knowledge and skills to members. When members train under the guidance of personal trainers, their physical and psychological abilities will be challenged to varying degrees, and their overall health and mental state will reach a new level that members themselves have never reached. Billy's personal training courses include: practical strength training, which can improve muscle endurance and strength, delay bone aging, make muscle lines more perfect, improve body shape, and accelerate body fat consumption with the increase of basal metabolic rate. Fashionable functional training combines balanced, flexible and coordinated movements, and makes the body more comfortable by using a variety of additional instruments to meet the needs of daily life and various special sports after exercise. Interesting interactive cardiopulmonary exercise strengthens and improves the functions of the heart, lungs and blood vessels, and truly experiences the joy and challenges of sports in diversified sports. BALLY stretching can speed up the recovery of the body, reduce delayed muscle soreness, improve the range of joint motion, strengthen sports performance, help improve flexibility and extensibility, and make the body more beautiful and more flexible.

Different from the personal trainer, the aerobics instructor of China Physical Strength mainly teaches routine movements to members in the form of group classes. These routines are composed of a team of full-time aerobics coaches with excellent physical strength in China. After careful study and arrangement, China's physical aerobics routines are formulated, including dance courses (street dance and Latin dance), cardio-pulmonary function courses (spinning), basic courses (pedaling), physical and mental courses (yoga) and strength courses (barbells). The music of routine practice is carefully selected and specially produced by the coach, and different movements are arranged according to different styles of music, thus forming a variety of content fitness programs, making routine practice more interesting and changeable. The movements of daily exercise are respectful and simple,

Simple and easy to learn, the content is mainly based on basic movements. In this way, when members take part in group courses, they can fully feel the fun of sports on the basis of learning movements. From June 5438+ 10, 2005, China Sports Billie first launched the first set of routine exercises in Beijing, and then trained a brand-new second set of coaching courses in foreign franchise stores all over the country in March, forming a unified promotion of China Sports Billie routine exercises throughout the country. Each course of China Body Strength Routine Exercise lasts for 3 months, so brand-new courses will be launched every quarter, and aerobics instructors will also take classes in different franchise stores to keep members fresh at all times.

In the final analysis, the professional fitness service of China Sports Bi Li Fitness Club comes from its perfect training system. From the beginning of employment, the employees of Bi Li of China Sports Institute will receive systematic training, including how to answer customers' calls in detail. In Bi Li, regardless of the position, you should have regular training. At present, there are four training methods for Billy Fitness Club: American Billy trainers come to China to train professional coaches of the club every year to teach the most popular aerobics and training methods in North America; Bi Li professional coach of China Sports Institute went to the United States to participate in the training of Bi Li Fitness College; Training for managers above middle level; Basic training and special training for employees. Therefore, the cultivation, storage and transportation of fitness talents has become one of the core competencies of China as a sports power, and it is the key to keep the first-class service quality in step with the world.

It is worth mentioning that in the process of rapid development, China Sports Club is also facing the problem of lack of professional talents. Facing the rapid development speed and a large number of talents training needs, it is far from enough to rely on the strength of China Sports Club. Choose the method of combining Industry-University-Research to solve the problem? Talent bottleneck? . To this end, China Sports Billie Company has been looking for partners in colleges and universities all over the country, and has successively established cooperation with Beijing Sport University and Capital Institute of Physical Education? Beijing Sport University? China Sports Bili Fitness Teaching R&D Center? And then what? Capital Institute of Physical Education? China Sports Bi Li Fitness Training Center? With the help of excellent school-running experience and strong teaching strength, we will train professional fitness managers, coaches and service personnel to alleviate the serious shortage of professionals. The cooperation between enterprises and universities has also built a bridge between fitness clubs and professional sports colleges, allowing employees with work experience to come to professional sports colleges for retraining, and at the same time allowing students from sports colleges to participate in the daily management of fitness clubs, so as to provide opportunities for talents from sports colleges to further their studies, practice and employment in the future. The joint running of China Sports Billion Fitness Club and universities will bring a stronger competitive advantage for the future development of both sides. At the same time, it has trained professional fitness talents for the society, built a first-class training base in the industry, and promoted the development of the fitness industry in China.

Third, a complete franchise management model.

? Combine the successful experience of Bi Li with the reality of China, so that every investor can make a profit? This is the ideal for the development of dual sports system in China. In order to realize this ideal, China Sports Power has expanded rapidly by joining the chain stores, standardized the existing successful experience, and strictly controlled the service quality of franchisees through standardized replication of operation management, so as to avoid possible work mistakes of different franchisees due to different personnel, experience, ability and understanding, and minimize the risks of headquarters and franchisees.

China Sports Billie has a complete franchise management model, and the franchise management manual is more than one foot thick, covering all aspects of club operation. It generally takes half a year from the start of the franchise agreement to the trial operation of the new station. Among them, it takes 3 months from signing the agreement to the arrival of the equipment. The renovation will take at least 2 to 3 months from scheme determination to construction completion. The training time required for the recruitment, training and pre-sale of the first batch of employees will take five months. In every link of club management, China Sports Power has standardized operating procedures.

However, if the franchise chain stores are not well managed, it will seriously damage the overall image of the chain brands and cause irreparable serious consequences. The failure of chain headquarters or franchisees is also common in China. Therefore, to expand by joining a chain requires the chain headquarters with a brand to have mature management experience and a complete quality control system, and to improve the standardization of brands, equipment, stores, management and other elements in the process of continuous self-replication.

Fourth, unique happy marketing.

In many health clubs? Healthy? When it is a marketing theme, China Sports Billion Fitness Club has chosen to be unique. Are you happy? For the theme, and around? Are you happy? Explore a happy marketing model of selling happiness and spreading happiness, and put a kind of? Happy thoughts? Infiltrate quietly into their own members and potential customers.

1。 Sell happiness

In China, health clubs are still a high-consumption activity, especially high-end health clubs like China Sports Billie. The investment in purchasing equipment in the early stage and the operating cost in the later stage are very high, and the price of membership card is not a small sum. Therefore, China Sports Group will target high-paying white-collar workers in cities. These people have a fast pace of life and great work pressure, but their income level is generally high. In addition to meeting the basic needs of food and clothing, they are more concerned about their health and physique than ordinary people, hoping to fully relax after work, expand their life and make more friends. In addition to providing them with software and hardware facilities according to international standards, China Sports Billie Fitness Club mainly provides them with an environment for fitness, making friends, relaxing body and mind and a pleasant service according to the needs of target customers, so that all members who participate in China Sports Billie Fitness Club can feel happy everywhere in the process of fitness.

2。 Spread happiness

Attracting more members is a necessary condition for the survival and development of any fitness club. Although China Sports Billie has its own brand and resource advantages and unique happiness proposition, how can more consumers know and fall in love with themselves? Therefore, China Sports has explored a unique way to spread happiness.

First, every customer can come to China Sports Institute for one day for free. Fitness club is not only a high-consumption activity, but also an experiential product. Without personal experience, customers will not know the difference between the service of China Sports and Physical Fitness and other fitness clubs, nor will they buy high-priced annual cards. Through a day's fitness experience, customers can fully enjoy the intimate service of China Sports and Physical Education. The result of the experience is that more people buy annual cards and join clubs.

Second, while inviting new customers to experience, don't forget to provide consistent quality service to old customers and rely on word-of-mouth communication from old customers. Facts have also proved that service products rely on word-of-mouth communication, and its effect is far better than advertising. Not many people knew about China's sports power two years ago, but since 2004, its popularity has suddenly gone up, which is not accidental, but the inevitable result of long-term word-of-mouth accumulation to a certain extent. More people introduce China Sports Billion to friends, and more people tell others that China Sports Billion is good. Word-of-mouth communication not only improves the influence of China Sports Billion Club in the industry, but also brings more members.

Thirdly, the better means of communication for China's sports power is to participate in the planning and production of fitness programs.

In 2005, China Sports Power cooperated with 6 sets of Fashion Sports of Beijing TV Station to produce Fashion Sports? Sports red man program. Participate in the whole process from the planning of the program to the cooperation of the venue equipment. Sports stars selected by the program group came to the club, studied various courses under the guidance of Bi Li, the coach of China Sports Institute, and finally challenged the coach. The story of the program itself is very interesting, and many fitness enthusiasts are watching it? Red man? After studying the course, students are naturally stimulated to be interested in the coach and the course. China Sports Billie arranged close-ups in L0-G0 and stores of eight franchise stores in Beijing, which were naturally displayed in the program for many times, forming an effect similar to that of placing advertisements in movies for consumers.

Fourthly, China Sports Billie publishes hard advertisements in health, beauty, fashion and other media every year, but it is smarter to let famous fitness coaches in the club publish articles and pictures on it. By spreading knowledge about health and happiness, China sports team has been shaped as the main position to spread happiness. Missionaries who spread happiness are more likely to attract devout believers.

Verb (abbreviation of verb) conclusion

China Sports Billie Fitness Club can expand rapidly in just three or four years and grow into a leading enterprise in the domestic fitness club industry. Can't help but say that it is fully utilized? After the noble family? Own brand advantages, resource advantages and management advantages. The mature management experience and operation mode of Billy Fitness Club in the United States for more than 40 years have greatly reduced the learning cost in the development of Billy Fitness Club in China and won valuable time for its development in China.

But that's it? Imported goods? Not enough, after foreign brands enter the China market? Not acclimatized? Cases are not uncommon. Therefore, the managers of China Sports Billie Fitness Club did not blindly copy the management experience and business model of the United States, but analyzed and discussed one by one according to China's national conditions to see whether it is suitable for China's national conditions and how it should operate in China. No matter how to train talents or manage franchisees, whether to choose target market or marketing strategy, they pay great attention to the combination with the specific national conditions of China, thus forming a brand-new management model after localization.

At present, the market demand level of domestic residents for fitness clubs is still relatively low, and the initial investment and operating costs of fitness clubs after opening are generally relatively high, so fitness is only the consumption of high-income groups in cities. However, with the development of China's economy and the improvement of people's income level, the fitness market in China is bound to grow bigger and bigger, and the fitness club industry is bound to be more and more favored by investors. The future development of China Sports Billie Fitness Club will be full of more opportunities and more intense competition. However, in the future development, how to reduce costs and expand the market will be a strategic problem to be solved urgently.

Content of fitness club

Fitness Clubs In today's western developed countries such as Europe and America, fitness is no longer the pursuit of fashion, but more importantly, becoming healthy. It has gradually become a part of people's life and a necessity, and fitness has been accepted by more and more people. Now in the United States, one out of every eight people is exercising, which means there are more than 30 million people in the United States. According to the statistics of American business information, the number of health clubs in the United States increased by 869 in 2006, from 16938 in 2006 to 17807 in 2002, which increased the number of health clubs in the United States in the Yellow Pages. It is estimated that there will be nearly 20,000 health clubs in the United States by the end of 2000. In other words, in the United States, on average, more than 65438+100000 people own a health club.

Fitness clubs in China.

At present, the number and quality of fitness clubs in China are far behind those in western countries such as Europe and America. According to statistics, on average, more than 654.38+0 million people in China have health clubs. However, with the rapid development of China's economy and the continuous improvement of people's living standards, people's awareness of fitness is getting stronger and stronger, and people spend more and more time and money on fitness. Various comprehensive large-scale fitness clubs are constantly emerging, and fitness is accepted by many white-collar office workers.

China's fitness industry is booming, with? Beijing Jade Bird Fitness Club? 、? Beijing Yuetan Tianxing Club? 、? Golden key international fitness consulting management co., ltd? At the same time, some foreign large-scale fitness club groups have begun to rush to China, such as the joint venture between Bi Li Fitness Group Company and China Sports Industry Company? China Sports Bi Li Fitness Club Co., Ltd? Opened five clubs in Beijing, Shenyang, Dalian and other places, all of which were very successful. Kim Jim Fitness Club Group, one of the largest chain companies of fitness clubs in the United States, has also opened two clubs in Shanghai and also in Hong Kong. Meggie? , Taiwan Province province? Alexander? Other large-scale fitness chain clubs have set up branches in developed cities such as Beijing, Shanghai and Guangzhou, aiming at the fast-growing fitness industry market in China.

With the gradual improvement of people's health awareness in China, people began to pay attention to sports and its concepts. In Taiwan Province Province, the whole society is obviously blowing a fitness wind, and sports and fitness and similar issues are constantly being widely discussed by the public. Facing the economic depression in Taiwan Province Province in recent years, this trend of sports is a new business opportunity. Fitness centers that have sprung up in the streets and alleys can be regarded as the popular fried chicken in this wave.

In addition to the continuous expansion of the original local fitness centers, American foreign-funded fitness centers, such as California Fitness Center, have also invested in the fitness market in Taiwan Province Province this year. The arrival of foreign-funded fitness centers has greatly improved the sense of hardship in the local leisure and fitness industry.

In the past, the traditional high-end clubs were only the patents of a few rich people, but the first American fitness center, California Fitness Center, entered the fitness industry in Taiwan Province Province with a low-cost strategy. Alexander Health and Leisure Club, which is well-known in the local fitness industry, also took some actions to expand the market territory at this time.

On the one hand, it is made in China, and on the other hand, it is imported. Facing the fitness center and its various promotion methods, how should consumers choose? However, the market situation of domestic fitness clubs is very difficult. Under the concept of pursuing sustainable management, how to attract consumers' favor and gain trust in order to achieve long-term win-win for both buyers and sellers has become the goal pursued by the industry. Therefore, enterprises must use marketing strategies flexibly, and constantly seek innovation and change to meet the needs of consumers.

Team selection of fitness club

At present, there are many independent management and professional management companies in the market. Briefly talk about the advantages and disadvantages of these two methods:

1) Independent management and operation

Pro: Direct control, independent brand, and a good team can achieve long-term and stable development.

Disadvantages: unfamiliar with the industry; Good management talents are hard to find; Easy to take detours

2) Hire a professional management company

Pro: less detours, professional management, independent brand.

Disadvantages: lack of professional top management companies; Mutual cooperation and trust with management companies often have problems; personnel training

As for team selection, there is no one-size-fits-all choice, and it can only be analyzed according to its own situation.

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