Keep launched the best gym plan, which is expected to reach 100 this year. Keep, a sports technology company, announced that its sports space, Keepland, has been fully upgraded in cooperation with traditional gyms and launched the best gym plan. Keep launched the best gym plan, which is expected to reach 100 this year.
Keep launched the optimal gym plan, which is expected to reach 65,438+000 gyms in February 2008. Keep, a sports technology company, announced that from February 265, 438+0, all its offline gyms will be upgraded to "Keep Preferred Gym", and the group sports courses in all stores will be reduced to 49 yuan.
It is understood that there are *** 19 venues upgraded this time, including 9 self-operated stores in Keepland and 0/0 cooperative stores, covering the gym brands such as Ogilvy, Muscle Dog, Yuanliyue and Ma Rong Fitness.
The relevant person in charge of Keep replied to the National Business Daily that in the coming year, the number of stores in Keep's preferred fitness center will reach 100, and the number of coaches will exceed 300.
The reporter saw in the keepland applet that in the optional courses from June 5438 to August 20, the prices of keepland self-operated stores and cooperative stores were still different, and the prices of keepland self-operated courses were mostly in 89 yuan and 129 yuan. Since 2 1, the curriculum of all stores is unified as 49 yuan.
Keep is not the first fitness brand to choose to cooperate with traditional gyms. Since 202 1, Loko has been transforming the gym. Earlier, Luck told national business daily that it had completed the renovation of more than 100 stores.
The understanding in the industry is that there are two major difficulties in the transformation of stores, one is standardized output, and the other is the management of cooperative stores.
In an interview with National Business Daily, keep said that in the daily operation and management, Keep has special operators to connect with the store managers of cooperative stores to deal with the coach's curriculum arrangement, user feedback, operational process optimization and other issues.
In terms of standardized output, in addition to the evaluation of hardware facilities, such as locker rooms and sports classrooms in cooperative stores, in terms of coaches and courses, keep has realized a unified coach training system and curriculum system, and improved the assessment standards and standard teaching processes of coaches.
Keep told reporters that there are currently more than 20 kinds of keep group classes, covering dance, fighting, static and training.
In fact, this is not the first time Keep has gone offline. As early as 20 18, keep landed tested its offline projects. After the outbreak began in 2020, there were large-scale store closures in Beijing and Shanghai, and all shops in Shanghai were closed. At that time, this decision was interpreted by the outside world as the offline cost was too high to be profitable.
However, a person familiar with the matter told reporters that the operation effect of keepland was not bad at that time, and there was no loss. Closing the store may be a strategic consideration of keep, that is, focusing more on online.
During the strategic contraction under the defensive line, Loko and the super orangutan are still attacking the city. At present, there are more than 800 stores in China and more than 240 super orangutan stores. The layout of two stores in first-tier cities such as Beijing and Shanghai is still in full swing.
Leke Gym Image Source: Photo courtesy of the enterprise
This time, keep went offline again, adopting the style of "quantity increases but price does not increase": keep offline stores are mostly concentrated near shopping malls and office buildings with convenient transportation. The site selection is more convenient than Loko's, and it is aimed at the super orangutans with Shang Chao as the main scene.
In terms of price, the price of keep's group class in 49 yuan is lower than the price band (59-79 yuan) of lovefitt, a group class brand owned by Lucco, and far lower than the price of super orangutan's group class (89- 159 yuan) which rose once in 202/Kloc-0.
But Keep needs to face not only the increasingly fierce offline, but also the development of the coach's career path.
At the beginning of Keepland's development, Zumba Zumba was the ace course sought after by consumers. At that time, keepland gathered a group of high-quality Zumba coaches. But in the following years, many star coaches left one after another. One of the resigned coaches told reporters in an interview that keep had "almost no plan" for the coach's career path at that time.
In this regard, keep responded to reporters that there are already coaches' career path planning, mainly training, content creation and store management. "Future coaches will not be limited to the workplace development of offline sports and fitness scenes. As a sports technology company, Keep will provide them with a large number of career development options, which is the unique advantage of Keep. " Keep told reporters.
At present, it is generally believed in the industry that high-quality coaches are the core factors for the success of group classes. This keep group class is a testing ground to test whether it can make a longer-term plan for the coach's career planning.
Keep launched the best gym plan, which is expected to reach 65,438+000 this year. 18 On February 8th, sports technology company Keep announced that its sports space Keepland has been fully upgraded in cooperation with traditional gyms, and launched the best gym plan. Keep professional coaching team will be stationed in the training room of the cooperative gym to operate, and the training room of the traditional gym will be transformed into a pay-per-view mode. At present, there are 19 gyms selected by Keep, including 9 self-operated stores and 0 cooperative stores, and it is planned to reach 100 this year. After the unified pricing adjustment, all courses in all stores are reduced to 49 yuan/Festival.
According to the relevant person in charge of Keep, when choosing specific stores, Keep will give priority to shopping malls and office buildings with convenient transportation, so that users can arrive at any time. After this upgrade, the Keep Preferred Gymnasium will unify the sound system. At the same time, a unified coach training system, assessment standards, and a unified course system and teaching process will enable users to enjoy a consistent course experience in any store. It is understood that users can choose a nearby group exercise classroom through Keep APP or Keepland applet.
It is worth noting that the Keep Optimization Fitness Center program not only helps traditional gymnasiums to save operating costs, but also greatly improves the quality of group training and the satisfaction of original members by upgrading the group training classrooms of traditional gymnasiums and providing coaches and courses. Keep officials said that the whole city of 49 yuan wanted to benefit the fitness crowd. In the coming year, the number of planned stores in Keep Preferred Fitness Center will reach 100, so as to reach and serve users anytime and anywhere.
Keep launched the optimal gym plan, which is expected to reach 100 this year. 18 On March 8th, sports technology company Keep announced that it would upgrade its cooperation with traditional gymnasiums in an all-round way, and launched the optimal gym plan.
According to the plan, on February 2 1 day, all the offline gyms of Keep will be upgraded to "Keep preferred gyms", including 9 self-operated stores and 10 cooperative stores, covering high-end gym brands such as Ogilvy, Muscle Dog, Yuanli Yueti and Ma Rong Fitness.
After the unified pricing adjustment, all courses in all stores are reduced to 49 yuan/Festival.
What is the continuous thinking about launching the preferred gym?
According to the introduction of titanium media App, Keep cooperated with the traditional gym to upgrade, and the professional gymnastics coach team of Keep entered the group gymnastics classroom of the cooperative gym to operate, transforming the group gymnastics classroom of the traditional gym into a pay-per-view group gymnastics form, which not only greatly improved the operation efficiency of the gymnastics classroom, reduced the cost, but also provided more high-quality courses and store choices for fitness enthusiasts.
Then, why does Keep attach so much importance to group exercises, and what are the commercial considerations behind it?
It is understood that the traditional gym is a pre-consumption model, which sells cards before opening, and adopts small profits but quick turnover to quickly withdraw funds. In this business model, consumers have a high frequency of card withdrawal, and membership recruitment has also encountered bottlenecks. Many gyms turn to deepen membership services, and group training has become the preferred mode.
The so-called group sports class, that is, the introduction of gym self-study and fitness courses, combines fashion elements such as dance and music, which is more dynamic and interesting than boring equipment training. The number of participants in a group class is generally 5- 10, and the sports atmosphere is good. Consumers can buy a single class, avoiding the embarrassment of running a fitness card but not spending it, and can also enhance the activity and loyalty of members.
In addition, compared with private education and small group classes in the field of fitness, the biggest advantage of group aerobics class is the high ping effect and the utilization rate of coaches, and the high ping effect has always been the most valued index of offline businesses.
In 20 18, Keep began to lay out an offline sports venue, Keepland, with a professional coaching team and the ability to arrange group classes. Up to now, it has occupied a place in the field of Yong ying.
According to the relevant person in charge of Keep, when choosing specific stores, Keep will give priority to shopping malls and office buildings with convenient transportation, so that users can arrive at any time. At the same time, the unified coach training system, assessment standards, and unified curriculum system and teaching process allow users to enjoy a consistent course experience in any store.
Users can choose a nearby group exercise classroom through Keep APP or Keepland applet. Pay-per-view mode reduces the decision-making cost and payment pressure of users to a certain extent, and can also attract more young people to participate.
The relevant person in charge of Keep said that the 49 yuan is priced for each group sports class to benefit the fitness crowd. In the coming year, the number of stores in Keep Preferred Fitness Center will reach 100, so as to reach and serve users anytime and anywhere.
Can Yong ying become a good business?
According to Titanium Media App, in recent years, fitness brands including One Mega Wade, Wales and Loko Sports are increasing their R&D investment in group aerobic courses.
On July 20 18, Leke Sports announced the acquisition of LOVEFITT, a leading group aerobics class brand in Shenzhen, and established a fitness college to be responsible for coach training and curriculum development. In September last year, in order to improve the user retention rate, it released the self-developed class brand Lovefitt Original. One trillion Wade's yoga, dance and other group gymnastics courses once became its signature, which was widely praised by members.
Now Keep has joined the "group exercise class" war, and many head brands have gathered here, which shows that the market prospect is still considerable. In fact, in the United States, where the fitness atmosphere is stronger, group class fitness is gradually replacing bars and cafes and becoming the third space for young people to socialize.
At this stage, the biggest advantage of Keep lies in the rich content of online courses. Its fat-burning party, hot sweat yoga, temperament ballet and other fine contents cover the diverse needs of members, and the number of members exceeding 6.5438+million also makes it more emboldened in the business layout of group training.
In the category of group training, more categories are being developed, including cycling and fighting. A category with enough explosions can even support a gym. How to continuously introduce more attractive Yong ying is also the primary consideration of the brand.
Among them, the coach became the biggest "variable". In fact, an excellent coach can fully grasp the rhythm and emotions of the students and establish deep ties with them during the training of group gymnastics. When members feel recognized for the group class service provided by the store, their awareness of fitness will gradually improve, and the success rate of purchasing private education or other high-quality products will be higher.
Because of this, the coach has become the core asset of the gym. How to recruit more high-quality coach resources and ensure their long-term career development path is also a problem that brands should pay attention to.
According to Titanium Media App, in order to ensure a steady stream of coach resources, many fitness brands have selected coaches from their members and made training plans, and at the same time, they have extensively absorbed and competed for excellent group class coaches in the society.
In addition, the fitness brand is still chasing the star coach of the group class, and the competition in the whole fitness industry is more intense. If there is no good mechanism to guide them, or there will be a lot of chaos, which all brands should avoid.
In terms of gym layout, compared with the number of nearly 800 stores of Loke Sports and more than 240 super orangutans, the Keep offline gym needs more capital investment, which will be a long-term test in terms of time and energy. What's more, these offline gyms with hundreds of stores have more mature operating experience, which is why Keep should focus on "making up lessons".
There is no doubt, however, that the price of a group gymnastics class in 49 yuan, which is operated by Keep's coaching team, will definitely impact the market situation of group gymnastics classes with hundreds of classes and bring benefits to fitness enthusiasts.
On the whole, the characteristics of group gymnastics, which integrates fitness and socialization, make young people flock to it and become one of the most popular fitness methods at present, which is undoubtedly of great benefit to the sustainable operation of fitness venues, and the swarming of forces from all sides has also brought more colorful fitness courses to members.
It is worth noting that group training is only one of the operating means of the gym. With the emergence of more "small but refined" characteristic gymnasiums, such as bungee jumping gymnasiums and stretching gymnasiums, the market cake will become bigger and bigger. How to use their own advantages to create new consumption scenes and meet the physical and psychological needs of young people for fitness and social interaction will become the top priority.