1, the foreign fitness industry has developed quite maturely. After nearly half a century's development, foreign fitness clubs have shown the advantages of chain operation and economies of scale, and there are many kinds to meet the fitness needs of different fitness groups. For example, the 24-hour fitness club in the United States now has about 50 chain clubs in the United States, and it is planned to increase to 120 in the next 3-5 years. At the same time, it also

2. Systematic management, planning and prediction have been formed in all aspects of the operation of fitness clubs. From the development and management of human resources, marketing, advertising programs to the development of fitness programs, foreign fitness clubs have a complete evaluation and development system. For example, American fitness clubs attach great importance to the development of human resources, provide employees with online training and different practical opportunities, cultivate excellent employees, and retain excellent employees through employee equity welfare plans. In marketing, we have also developed a face-to-face customer service system to confirm customer needs and retain customers through certain steps.

3. Closely combine with scientific research forces to find new market demand. They will study and forecast the market 2-3 years in advance, combined with a lot of market research and data analysis. In addition to the sports styles and habits of existing members, it will also combine market-related factors such as population distribution, age distribution, aging speed, health influencing factors, medical trends and cultural development. For example, make statistics on people who die of various diseases every year in the United States, and put forward a fitness plan for health protection to ensure the fitness effect of members.

4, pay attention to brand building, not blind rapid expansion. At present, the market penetration rate of American fitness clubs is about 15. 7%, but this process took nearly half a century. Almost all CEOs are emphasizing the importance of brand building in this industry, suggesting that we should do our clubs well one by one, instead of developing our own clubs by rapid expansion, which will soon fail.

5. Management concept. In the operation of foreign fitness clubs, fitness as a way of life is carefully introduced to members. They encourage members to change their lifestyles, integrate fitness into their lives, protect their health, improve their quality of life and improve their mood. Fitness is a way of life, and it is also the starting point and end point of the development of this industry. Even if members don't join the club for their own reasons, they advise customers not to give up fitness.

6, fitness industry and insurance, medical care, rehabilitation, etc. If members' fitness plans and health insurance are integrated by cooperating with insurance companies, members will become members of health clubs while paying health insurance, and proper fitness will reduce the risk of paying medical expenses for insurance companies and expand the market population of health clubs.

Based on the relatively mature operation of the fitness industry, the ambitions of foreign fitness clubs for the fitness market in Asia, especially in China, are obvious. Before coming to Beijing, they made a long-term investigation on the current situation of China fitness market, and obtained a lot of data and analysis results. China's fitness market is developing rapidly, China's economy is developing rapidly, people are getting richer, and spending on health and education is increasing. Compared with the aging in Europe, the market in China still belongs to young people aged 30-40, and it is a possible choice for them to join a health club. At the same time, the exploration of Japan's fitness market and the attempts in Hong Kong, Beijing and Shanghai have made them deeply realize that although Japan's fitness market is developing rapidly, it can develop to nearly 10% market penetration in the future, but Japan's land resources are scarce, the address of fitness clubs is hard to find, and high land prices lead to high club costs. The initial success in China made them realize the need to speed up the pace of the fitness market in China. However, China has its own 5,000-year cultural history, including fitness methods such as Tai Ji Chuan, Qigong and Wushu. Therefore, we must respect the culture of China and constantly explore new profit models. For example, there are not many obese people in China, and 20% of those who come to the club for fitness are to lose weight, and about 30% are to gain weight. At the same time, socializing is also the need for China people to go to the gym. The peak time for China to use the gym is at night, not in the United States and the United States. After years of exploration in Japan, they also realized that if the western model wants to stand in the East, it must meet local standards and make some changes, meet the needs of the local market and culture, and use local people as employees. At present, the market penetration rate of fitness clubs in China is 3%, and there is still much room for growth. The United States has 300 million people and more than 26,000 health clubs, while China has1300 million people, but only 1480 clubs. China's economy is still developing rapidly. With such a big market, they have to make great efforts to make all kinds of positive preparations recently.

Two: Fitness clubs in China have developed for more than ten years, but they are only subject to economic development and cultural concepts. Going to the club for fitness has not been accepted and respected by more people until recent years. As the vice president of China Sports Industry introduced at this meeting, China's sports fitness clubs have also shown the following changes: 1, and the business area is increasing; 2. From single store operation to chain operation; 3. From pure hotel management to various commercial and community fitness clubs; 3. The quality of employees in the fitness industry is also constantly improving; 4. The club is developing towards more fitness programs and a more comprehensive system. However, there are still many problems to be solved in the market-oriented examination:

1; The orientation of the club is not clear. A considerable part of the investment in fitness clubs is based on a simple idea that the combination of houses, decoration, equipment and coaches is a fitness club. It is difficult to maintain in actual operation. This is a positioning problem. I'm afraid many fitness clubs can't clearly answer why people provide fitness places and what kind of fitness services they provide. Recently, when I saw new fitness programs, I rushed to introduce them to show that I am not behind the times, but I didn't really investigate what services members value most.

2. The club management is not meticulous. Fitness club belongs to the service industry, so the quality of management directly affects the quality of fitness service. However, many domestic fitness clubs are large in size and expensive in equipment, but their management can't keep up. According to the survey report of China Fitness Clubs made by Asian Fitness Association in 2005, there are 88 fitness clubs in Beijing alone, with a business area of 1500 square meters, accounting for 25% of the 343 fitness clubs in Beijing. 7%, according to the regulations of China Bodybuilding Association, fitness clubs with a business area of more than 800 square meters belong to super-large clubs. But this kind of club management is still relatively rough. Only a few people can be called systematic management in human resources, finance, fitness plan and marketing. Even the staff who participated in the survey report said that a big club was still there a week ago, and when it went back a week later, its door was closed and closed down. It can be said that management is a very important factor. Many club owners are complaining that management is a difficult problem and are looking for experts who can do a good job in club management.

3. Club management is not integrated with regional environment and culture, and the competition is out of order. Without accurate positioning and refined management, it is impossible to grasp the consumption psychology of members and the cultural construction of clubs. Therefore, almost all clubs are caught in the homogeneous low-price competition, and the price war has become a helpless choice for club competition. From the early days of fitness, from 5000 yuan a year to less than 1000 yuan now, you can exercise in a fitness club with good decoration and equipment for one year, which is definitely true for the owner of the fitness club.