It is only ten years since the commercial operation mode of fitness clubs was introduced to China. In terms of scale, the number of health clubs with less than 1000 people now accounts for about 60% of the total, and most of the existing health clubs are in a single location, and only about 10% of the health clubs are chain-operated. Formally, there are not only rectangular clubs that learn from Europe and America, but also star clubs that call for personal charm. There are also many fitness clubs that win by "service" and take "price" as their operating advantage. Judging from the operating effect, so far, most fitness clubs in China are meager profit or flat. However, after the initial course of the establishment and development of the fitness industry, how to maintain the dominant position in the fierce competition, attract fitness members for a long time, and win the initiative for future survival and development has become the focus of many domestic fitness clubs. 1. Investment and income of hardware facilities. I. Selection of venue location and scale The location and scale of a fitness club is the first step for investors to consider, and it is also a very important step, which is directly related to the life and death of a fitness club. At present, many investors are blindly following the trend. A truly business-minded investor needs not only adventurous spirit, but also keen observation and calm thinking. He must make a thorough investigation and careful analysis of the market. For the operators of fitness clubs, site selection is a complex project, and the following points should be paid attention to in actual operation: 1. Fitness clubs should not choose places where similar fitness clubs or fitness clubs of the same grade gather, and excessive concentration will inevitably have an adverse impact on the business income of fitness clubs. Convenient transportation is very important. Fitness clubs should be located in areas with convenient transportation and only 15.20 minutes' drive by car or bike, or near areas with heavy traffic and main roads. As far as possible, set up a parking lot with a considerable scale to facilitate customers' coming and going and staying. 3. Follow the principle of population concentration. Fitness clubs should be built in residential areas where the sports population is relatively concentrated or near some large and medium-sized schools, so as to have enough fresh troops. It should not only depend on the population of towns, but also on the number of sports people (that is, people who exercise at least 30 minutes a week). The total population is only an absolute figure, and the number of athletes is a relative figure, which is directly related to the business of health clubs. 4. The principle of target marketization. Fitness club operators need to consider the economic basis and the concept of mass consumption. For example, the target market of the fitness club to be established is low-income people, so the address should be selected in residential areas, and the scale, equipment, facilities and service level should meet the consumption needs of low-income people. If the target market is a high-income group, it must be selected in the high-income group. Its equipment and facilities should be high-grade and luxurious, the service level should be first-class, and the charging standard should be high. (2) Investment in specific fitness facilities The difference in the area where the fitness club is located and the difference in the flow of people determine the investment amount of investors and also the return rate of investors. Investors in fitness clubs need to understand and master the functions of different fitness programs in fitness clubs, as well as the basic requirements of regional division and environmental design layout of each fitness program, in order to obtain better economic returns. The scale and function of each area of the fitness club department are different, which determines the scale and funds of each functional area invested by fitness club investors. At present, the average investment of each fitness club is the highest, accounting for about 70% of the total area of the fitness club, and the reception area, dressing room and bathroom as the auxiliary area of the fitness club also account for about 30% of the total area of the fitness club. Therefore, it is reasonable to divide the main and auxiliary areas of fitness clubs in China, that is, equipment fitness and group fitness are the main areas, supplemented by other projects. As for the investment proportion of each functional area, there are obvious differences due to the characteristics of different projects and their functional differences. For example, the investment in the equipment practice area is much higher than that in the group fitness area, because it needs a large number of equipment with different functions to attract consumers. In addition, due to the characteristics of the fitness industry, fitness club operators need to consider creating their own corporate culture atmosphere with leisure as the theme while investing in hardware facilities. Because with the development of social economy, people's leisure concept will change fundamentally, the demand for leisure and fitness will be further strengthened, the relationship between leisure and health will be paid more attention, and more requirements will be put forward for the development of fitness industry. Therefore, the service of leisure and fitness industry will also change from standardization and centralization to personalized service. In the long run, culture is the soul of an enterprise. Therefore, fitness clubs should constantly develop and update their leisure culture, which will make members feel a sense of identity from the deep heart, thus contributing to their own development. Second, establish a member-oriented marketing strategy (1) The two most important tasks for members to develop fitness clubs and maintain income are to attract more new members and let old members renew their fees. Therefore, the management of fitness club is actually a process of attracting and retaining members, which requires the management and managers of the club to consider the specific details and corresponding policies of the development of club member resources. In business, we should pay attention to the increase of new members and the resource development of old members, so as to achieve the goal of improving performance by leaps and bounds. (II) Member Management Fitness Clubs generally use the member computer management system to record the card usage of members, so it is used as traffic statistics and points.