But why are there so many people running away?

The core reason is two words: retention.

Drainage can be free, low-cost, horizontal alliance, pushing the ground, and high-end online promotion.

Conversion can be a low price, a discount, a gift, a bundled package, or even a free punching strategy popular in recent years. It can be short-term innovation.

So how did a gym with 500- 1000 members close down?

At the beginning of the answer, two key words are explained: retention.

Customers who become members have needs, whether it is shaping, losing weight and gaining muscle or socializing.

But why does the frequency of punching cards decrease over time?

The first is the promotion harassment from fitness consultants or coaches. If you don't buy classes and products, they may ignore you. It is also difficult for a limited public trainer to guide you in fitness. This leads to a decline in experience.

Moreover, when the self-imposed fitness methods for a period of time can't bring the results of fitness demands, they will have doubts and boredom. If you compare with a big cow with good fitness effect, you will feel a little inferior.

The most important and fatal point is that most gyms don't do membership management.

Gym is a service place with strong social attributes. If members can't achieve effective interaction and communication, it is difficult to have a sense of belonging. This is why people who walk together will last longer and have better fitness effects. There is communication, competition and encouragement.

The operation of most gyms is like this: recruiting new customers, changing cards, recommending class packages and selling equipment in turn, so you will see that the old customers in gyms are extremely low and constantly losing, and the focus has shifted to expanding new customers.

This is a typical bear market-bear market stick-breaking model.

I hope that the gym will become more humanized, more interactive and experience more value in the future.