With the influx of entrepreneurs and investors into the track, the market competition is becoming increasingly fierce, which also urges the athletes of fitness track to innovate and break through constantly, so the concepts of "positive market chain", "content is king" and "technology empowerment" are put forward. In this breakout competition, the status of fitness coaches in the industry competition is gradually rising, and high-quality fitness coaches are about to usher in their spring.
? In China, traditional gyms occupy a large proportion in the scale of the fitness industry. Whether the traditional gym management concept changes or not has a noticeable influence on how the public views the fitness industry.
In the past, the business model of gymnasiums, which focused on pure cash flow and paid more attention to sales than services, led to the fact that a skilled fitness instructor was not as good as a well-sold "salesman", and also led to the deep-rooted association of users with "gym = card+class". The high price and poor fitness experience make the renewal rate and retention rate of gymnasiums decline gradually.
In addition, due to the diversion and cutting of boutique studios and internet gymnasiums in the industry, traditional gymnasiums that pursue cash flow are forced to fight a price war. After this operation, big clubs (such as Haosha Fitness) will naturally leave and be acquired. According to the 20 18 industry report of gymnasiums, 74.7% gymnasiums closed down because of the broken capital flow.
After the departure of Haosha Fitness and the acquisition of Welsh Fitness, the fitness industry began a thorough innovation and began to shift to the positive market chain.
So what is a "positive market chain"? For example, the steamed stuffed bun in the steamed stuffed bun shop is delicious. If you buy it, you can buy it the next day. You buy it again and again, and the steamed stuffed bun shop makes money again and again. This is a positive market chain.
As can be seen from this example of buying and selling steamed buns, the positive market chain emphasizes the user experience, and emphasizes that gyms can retain users and achieve profitability by providing users with good services and experiences.
Nowadays, the fitness industry is developing in the direction of market chain and balanced customer service, and it has begun to change from a sales-oriented model to a service-oriented model. In this transformation process, high-quality fitness instructors are the key factors.
If the fitness industry is regarded as a retail industry, from the three elements of people, venues and commodities (here, people refer to users and members, venues refer to gymnasiums, and commodities refer to the services of gymnasiums), these three elements are indispensable for a good gym.
At present, with the growth of public fitness awareness, the source of tourists in the gym will be easier than before. It is very important for a gym to make its own "goods" on the premise of having two elements of "people" and "field"-to cultivate users' fitness habits through its own high-quality service, thus forming users' stickiness, improving monthly activity and realizing sustainable profit.
The service of the gym is nothing more than three aspects: fitness equipment, fitness content and coach. However, domestic gyms have advanced and intelligent fitness equipment and standardized fitness courses, but there are not enough professional fitness instructors.
At this stage, the user retention rate is often extremely dependent on the teaching effect of the coach. Fitness and hairdressing industries are similar. Whether a barber shop can continue to operate with the same standardized process and technology depends not on how much the barber can say, but on how the hair is finally cut, that is, the barber's technology. Therefore, the professional level of the coach is the key to the service quality of the gym and the key to retaining the users of the gym.
In addition, just like the hairdressing industry, as a service-oriented fitness industry, the stickiness of users is aimed at coaches rather than gyms. Every high-quality coach has his own fans like KOL, and the high-quality interaction of coaches also ensures the stickiness of users to a great extent, and can even pull new ideas and promote life. If the gym loses high-quality coaches, it is equivalent to a decrease in membership. Therefore, in order to avoid the loss of high-quality coaches and ensure the sustainable operation of gymnasiums, gymnasiums must change the old salary distribution system and KPI system to provide a broader growth space for high-quality coaches.
In the fitness industry, technology is a tool to solve the problems of "connection" and "efficiency". Its application is to amplify the value of high-quality coaches and screen them out.
At present, the fitness industry in China is still in the stage of universal education, and the mainstream users are still mainly white users, which means that users in China will have higher demand for experiential fitness and passive fitness than those in Europe and America. In other words, users will have higher demand in group exercises and private education.
However, in the case of the scarcity of high-quality coaches in China, gyms can't meet the needs of users well. As a tool, science and technology can help gymnasiums solve the problem of limited number of high-quality coaches, and let coaches use technology to realize real-time or non-real-time large-scale teaching for users, give full play to its maximum value and promote the development of the industry.
In addition, intelligent fitness products have accelerated the elimination of fitness coaches by the market with "price war". There are fitness products driven by technologies such as EMS and AI intelligence in the market. Although the services provided by these products are not as fast and accurate as those provided by personal trainers, they have obvious price advantages and more obvious effects (such as EMS fitness) compared with group training and personal trainers in gyms. Price is the primary factor to attract small white users. Therefore, compared with the unprofessional, expensive and hard-to-sell personal trainers in the gym, users prefer the former, which will accelerate the elimination of those unqualified fitness instructors to a certain extent and enlarge the value of high-quality fitness instructors.
At present, the fitness industry is developing in the direction of "positive market chain" and balanced development of customer service. The industry abandoned the old-fashioned sales-oriented model and turned to the service-oriented model to give play to the user experience. In the service-oriented business model, because high-quality fitness instructors play an important role in user innovation, user fitness habit cultivation and user retention, which is the embodiment of the future core competitiveness of gymnasiums, gymnasiums begin to pay attention to the value of high-quality coaches. In addition, the application of science and technology in fitness also magnifies the value of high-quality fitness instructors to a certain extent.
Therefore, while the whole fitness industry has begun to pay attention to the user experience, the spring of quality coaches has also come.