As we all know, if a gym wants to make a profit, it is far from enough to rely on annual membership. The main income comes from selfish teaching members.
Therefore, in every gym, there are more fitness instructors. Their daily task is not only to attend classes, but also to find "targets" to report to private schools.
However, for traditional gyms, the purchase method of private education is usually per purchase, that is, members buy dozens of classes at one time, and then arrange their own time for classes. There is no time limit for these courses.
This allows members to flexibly arrange their own exercise time, and they only need to make an appointment with the coach if they want to attend classes.
For members, it is convenient, but it will cause a problem.
People are naturally lazy. There are many people who buy courses and attend classes once or twice a month. On the surface, the gym prepays the course fees of privately taught courses, but if members delay consuming these courses, these will become the liabilities of the gym.
This is why most gyms attract new customers all the year round. Old customers don't want to exercise, so they have to rely on new customers to keep up. However, because the service can't keep up, the newly developed users signed up for the course and became inactive users after a few classes. This has formed a vicious circle, which also makes the debts of fitness centers higher and higher.
There is an activity index in the gym, which is used to judge whether the private education members can come to class every month after purchasing the course. This indicator is particularly important for gyms.
According to statistics, if the new ditch course does not have a class within 30 days, the overall active rate of this member is only 33.28%, and it is difficult for nearly 70% of the members to be activated again. They are likely to spend impulsively, and the renewal rate of such members is very low, and some even ask for a refund.
For paying members, they buy a large number of courses at one time, so the total number of courses will decrease every time they come to class in the future. This is related to people's psychology: aversion to loss. Such behavior often makes members feel that they are losing money, so there is another reason not to attend classes.
For the coach, the pay-per-view is completely in the hands of the members, and the coach feels very passive. Some members, in particular, break the contract when they make an appointment for a course. Not only can the income of this course not be confirmed, but other members can't make an appointment for a course. In fact, the opportunity cost of attending classes twice is lost.
Private education appeared in February.
The emergence of private education in Yuezi has solved all kinds of problems caused by the times.
Private education in Yuezi, as its name implies, means that members have taken away all private education services this month. During this month, members can go to the gym indefinitely for private education courses.
Because of its timeliness, if you have been lazy and don't go to class, you will feel losing money every day. This psychology of losing money can resist our laziness very well, and finally let us put on our sportswear and walk out of the bedroom.
The frequency of members' classes has increased, and coaches can better make training plans for students, so that students can exercise according to the training plans, and the effect will be much better than just coming once a month. Coaches don't have that kind of personal education: too few members come to class every day, and the coach's class time is seriously unsaturated.
Poor fitness effect is the reason why most private education members no longer renew their fees. No wonder, if you spend tens of thousands of dollars on private education and want to have a good figure, you will eventually get fat and lose your shape. Then no one wants to renew the fee.
If you don't keep exercising, even the world's top fitness instructors may not have any effect. Monthly private education can dispel this concern, the frequency of training will increase, and the training effect will be reflected, bringing positive feedback to members, thus improving the continuation rate of members.
On the other hand, the monthly private education mode also reduces the debt of the gym. No matter whether the members come to class or not, as long as the time passes, the private education course will be invalid, and the gym will not have to worry about the problem of high debt.
Which way is more conducive to the survival of the gym?
Personal education by the month can solve so many problems. So, is it advisable to give up monthly private education?
The private education of Yuezi is not perfect.
For people who are busy at work, it is not suitable for the monthly private education model.
Although the monthly private education can solve the problem of high debt in the gym, in the final analysis, the unit price of the monthly private education is too low, and the probability of business losses is very high.
If a group of fanatical students insist on going to bonus hunter, resulting in unprofitable or even loss in the gym, the monthly private education will still bring debt.
For offline gymnasiums that have been hit hard by the epidemic, Yuezi private education can quickly help gymnasiums enter a virtuous circle, which may become a new trend in the change of gym business model in a short time.
However, traditional private education is also indispensable to meet the needs of some people.
Finding the balance between the two is the long-term way.