Present situation and development trend of fitness clubs

With the development of China's market economy, people's living standards have gradually improved, and people have the consciousness of "wanting to spend money on health", and the concept of healthy living has become more and more popular. Fitness club is a commercial organization that provides comprehensive sports services for the public. Now joining a fitness club and investing in health has become the best way for people to live a healthy life.

Since the 1980s, with the extensive establishment of fitness clubs of various scales in China, it has also brought us a brand-new fitness concept, which has led to the extensive development of aerobic aerobics and bodybuilding projects, and some new fitness projects have been derived, such as street dance, step aerobics, Latin aerobics, jazz aerobics, yoga, rhythmic gymnastics and so on. These new fitness programs not only bring health to the public, but also become a fashion pursued by people of different ages.

At present, there are many large and small fitness clubs in many cities in China, especially in big cities such as Beijing and Shanghai. However, compared with the population and consumption level of these cities, the number of clubs now is far from meeting the market demand, and the development time of fitness clubs in China is relatively short, and the level of clubs is uneven. Therefore, as long as there are good market positioning and advanced management methods, I believe that fitness clubs will have very good development potential and market.

Establishment of fitness club

Group pair management and project analysis

The key to the success of the club is the establishment of hardware (decoration, equipment purchase), software (personnel, especially the main managers and teaching staff) and management team. The selection of general manager and financial personnel and the establishment of teaching team should reflect professionalism, dedication and unity as much as possible.

The choice of coach manager is the key to form a coach team.

Teaching team refers to equipment coach, equipment service and aerobics coach. At present, most clubs in China have the following problems:

There is no fixed teaching team, and there is a lack of specialized teaching management personnel.

There is no fixed teaching content and lack of teaching evaluation.

There is no effective training system and training teachers.

The quality of teaching staff is uneven.

High-quality teaching team is the key to ensure the club's operation and development, membership service and membership renewal, and teaching advantage is also one of the key factors to ensure the club's competitiveness. Therefore, we should pay enough attention to the teaching team, especially the selection of coaches and managers.

(2) Choose a suitable venue for the club.

1, location

The operation of the club is obviously regional, that is, the 3-6 km area around the club is its main customer service area. The location of the clubhouse is generally divided into commercial area, office area and residential area, and the location should be determined after analyzing the surrounding people flow and income.

2. Property status

① Site area

It is generally necessary to know the use area. Usually, clubs with an area below 800㎡ are small clubs, 800-1500m2 are medium-sized clubs and1500m2 are large clubs.

② the space of the gym

The height of the gym and the distance between the columns are the key to whether the fitness club can attract bodybuilders. The fitness club is mainly open, with a height of more than 3 meters, ensuring a good visual sense and training space. The size of column spacing affects the utilization effect of aerobics hall, and the spacing of 8m is generally more common.

③ Gymnasium design

With the cooperation of professional designers, it is an essential process to know the parameters of relevant parties and determine whether the property conditions are suitable for the meeting place.

Ways to cooperate with the property.

rent

Pay attention to the payment method of venue rent, whether it includes material fee and water fee.

Water sharing

According to the club's running water income, the venue fee is extracted according to the agreed proportion.

joint venture

Co-establish a club in the form of venue shares, and obtain venue income according to profits. The above are three common forms of cooperation between clubs and real estate, which should be determined according to financial strength, confidence in the local market, management level and other factors.

Organizational design and decoration

Club plane layout design

The plane layout of the club and the area ratio of each area are the keys to the design and successful operation of the club in the future. By region, it can be roughly divided into:

stage

Rest area: reading books and selling goods.

Aerobics hall: one or more aerobics halls should be set up according to the overall area and teaching strength of the club, and the internal equipment should have independent audio, mats, pedals and other equipment.

Equipment area

Dressing area: locker, shower area and bathroom.

Design of club equipment

Water, heating, electricity, air conditioning, fire protection and other professional design.

3. Club decoration style design

The first step is to determine the style of the club through the selection of materials and the main color.

The second step is construction bidding and decoration.

The third step is interior decoration. Use murals to create a fitness atmosphere, and set up a coach introduction column and a member information column.

Fourth, organize the purchase of fitness equipment

Equal weight training equipment, including equipment for training muscle groups in specific parts of the body.

Free training equipment, including bench press, barbell, dumbbell, etc.

Aerobic equipment, including cushions, dumbbells, pedals, fitness balls, etc.

Computers, televisions, telephones, stereos and other equipment.

Staff clothing, member gifts, promotional materials, etc.

V licensing procedures for domestic fitness clubs

At present, there are no complete laws and regulations on operating fitness clubs in China, but the following procedures can be followed.

Before the club operates, it should go through the business license, venue operation license, tax registration, health and epidemic prevention registration and other related procedures.

Application of computer management software.

The computer management of the club can complete the management of fitness cards (card handling, payment, card inspection, loss reporting, card replacement, etc.). ), locker management, cashier management. The management status of the club is all reflected in the computer information, and the managers can obtain the first-hand data conveniently, quickly and accurately, which is convenient for the rigid control and flexible management of the managers.

6. Staff recruitment and training

1. The general staff structure of the fitness club is as follows:

The venue manager, sales staff and financial staff of the training team receive training.

Administrative personnel, transport personnel and camp personnel.

Recruitment steps:

Publish recruitment information.

Preliminary screening of candidates.

Evaluate and interview the selected personnel.

Discuss the rights and obligations of both employers and employees.

Sign relevant contracts.

Recruitment requirements

General information: name, gender, education, native place, health status, work experience and experience.

Professional situation: it can be divided into two aspects: professional knowledge and professional skills.

Trial. Candidates are required to participate in practical work and assess their work ability.

personnel management

Training of employees and coaches: before the needed personnel take part in the work, they should be trained, which should include the following aspects: professional ethics, professional knowledge, practical work skills, team spirit and cooperation spirit, and instill the enterprise purpose.

Incentive mechanism. Motivation is an effective means to stimulate the enthusiasm of employees and expand the efficiency and energy of enterprises, which is mainly reflected by management regulations and systems. It includes the change of position and treatment, spiritual reward, material reward and so on.

Evaluation example. Quantitatively evaluate the workload, work efficiency, work quality and interpersonal relationship of each employee in the club.

For example, it is very important to establish attendance system and form, work assignment and completion evaluation form, especially the evaluation of fitness club customers.

Orientation of fitness club

(A), the price positioning of fitness clubs

1, determinant

(1) The return on investment of the club determines the basic price of the annual card according to the club's total investment, expected return and membership development forecast.

② For the price reference of the same clubhouse, the price is determined by investigating the prices of clubhouses with the same scale and service level.

③ Determine the price according to the characteristics of the club, such as excellent coaching team and special facilities.

Common price system

Domestic price system is divided into membership system and card system. At present, clubs generally adopt the card system.

Membership: You must pay a certain membership fee, and at the same time, your membership is limited.

Card system: The popular membership system in China in recent years is actually the card system, and the common settings of fitness cards are classified as follows:

Classification by time: monthly card, seasonal card, semi-annual card, annual card, record card, etc.

Classification by service period: (according to the service enjoyed and the length of validity): gold card, silver card, jade card, diamond card, etc.

Classification according to the peak period of site use: in order to make full use of it, it is divided into peak period cards, off-peak period cards, single number cards and double number cards.

(B), the market positioning of fitness clubs

1. Determine the club's core customer base according to the club's software and hardware conditions and market conditions.

2. In the operation of the club, we should adhere to the consistency of market setting, be proactive and not follow the trend.

3. Don't compete on price, and explore the market based on price.

4. Concentrate on consolidating existing members.

Fourth, the pre-sale strategy of fitness clubs

Choose the right media

The external reaction and information of the club depend on the relevant media, which is directly related to the survival and development of the club. Media can be roughly divided into:

print media

Mainly newspapers, magazines and related printed matter.

electronic media

Mainly television, radio and internet.

The influence of members

Mainly the communication ability of club members.

organization

Members visit the club.

The main process: make an appointment with a tour guide to discuss the significance of fitness and agree on the first training time to follow up.

make an appointment

Say hello, set the tone and pay attention to the skills of telephone conversation.

tour guide

This is a very important link, and the guests' visit to the club will directly affect whether they decide to join the club. In order to let people know more about the club, the front desk staff should take the initiative to guide the guests to visit the open area of the club, and pay attention to the following points during the visit:

Before the visit, guests should be asked to fill out a "guest basic information questionnaire". If the guest raises an objection, it should be stated that the purpose of filling in this form is to suggest and provide you with more suitable services or training methods according to your specific situation.

The tour should follow the pre-set route.

A tour guide should walk in front of the guests.

When stopping to introduce, the guide should stand in front of the guest's left and keep a proper distance. When introducing the venue to the guests, you should extend your left hand and clap your hands to indicate the target.

When you pass the door, you should open the door for the guests first, let them go first, and then follow.

Spend more time where guests are interested.

Don't panic, let alone look at your watch.

If the guest's shoes don't meet the requirements, please put on the shoe cover.

Guests are not allowed to take photos in the fitness center without the permission of the manager.

Strive for the first visit and ask to sell it to potential members for preferential prices or promotional materials.

Discuss the meaning of fitness and give the price.

Actively and enthusiastically communicate the benefits of fitness to the guests, actively guide the guests to think about the relationship between health investment and health, and clearly explain the prices of various service items of the club at an appropriate time, and at the same time explain the cost performance ratio.

Specify the first exercise time.

When accepting new members, we should take the initiative to understand the requirements of customers and agree on the first exercise time at the most suitable time for customers.

It is worth noting that we should tell our customers the best exercise time in a responsible manner, and at the same time respect their schedules and wishes.

Follow-up to the campaign

Get the feedback information of members or potential customers after the first exercise in time and analyze it. If there are problems in the process of fitness, answer them in an emergency and strengthen your belief in fitness. Contact the guests after they become members, let them feel that you are their friend, and let them integrate fitness into their lives.

Pre-sale promotion method:

In the early promotion, the club will always use effective membership promotion methods, and in the past sales experience,

To sum up, membership-based sales focus on "face-to-face" sales, which will achieve good results.

In this way, the sales of booths are in line with the characteristics of membership sales. The club chooses during the exhibition and publicity.

The location will generally be in a place where people are concentrated and meet the consumption level of clubs, such as shopping malls, and write.

Word building, apartment, etc. Face-to-face sales.

A exhibition content: print the advertising pictures of the club, send written materials and sell the club on the spot.

Membership.

Packaging: exhibition boards, Yi Labao, tables and chairs, printed matter, etc. besides the club image.

Sales staff must undergo strict training, dressing the, and they are very familiar with the club.

Solution. The overall effect should fully reflect the club's high quality and distinctive image characteristics.

C venue selection: there will still be strong geographical restrictions in the early stage of the club, so after frequent visits to surrounding communities, office buildings and shopping malls, there are the following publicity venues for display.