Section 1 Origin

The origin of fitness clubs, in fact, as early as Roman times, luxurious public bathhouses had functions similar to those of today's fitness clubs. At that time, the bathhouse was not only a simple bath, but also provided hot and cold baths. They not only occupy dozens of acres, but also have all kinds of exercise equipment: swimming pool, runway, gym, sports area, ball games venue and vitality regeneration room. At first, bathhouses appeared because farmers working on the land needed to keep clean. Later, due to the progress of programming culture, they evolved into a ritual habit of the leisure class to fill the emptiness all day. Therefore, with its huge scale and various facilities, the Roman bathhouse can be said to be a typical representative of urban leisure space. The activities in the bathhouse are not only for health needs, but also for leisure and social functions.

Fitness-oriented venues first appeared in the YMCA in the early 20th century. It provides all kinds of sports equipment and activities, is the pioneer of basketball, swimming and weight training activities, and can be said to be the foundation of today's fitness clubs.

Section 2 Definition

First, health and leisure clubs.

There is no uniform definition of related terms in this industry in China. This report will continue to use the "health and leisure club" used by Alexander as a uniform term. All health and fitness clubs, sports and leisure clubs, sports and health clubs, fitness clubs, leisure clubs, sports and fitness clubs, health clubs, etc. They are all aliases belonging to this industry.

(1) club

A group of people deliberately take advantage of economies of scale, or take advantage of the convenience of their only decision-making unit, or get together with people they like, or gather closed social groups with the same consumption behavior and taste.

(2) Healthy physical quality

A healthy physical quality includes five elements: muscle strength, muscle endurance, softness, cardiopulmonary health and body fat percentage.

Section III Evolution

1942 After the establishment of the US military advisory group in Taiwan Province, the club, a unique product of the West, also entered Taiwan Province Province. This is a designated club that meets the needs of the US military. At that time, it was just a place for parties, dancing and drinking. The business model is simple. It is defined as being above a certain level. Among many clubs in Taiwan Province Province, the Pacific Friendship Club, the first club invested and operated by China people, was established in Taipei on 1967. Because of the establishment of strongholds in downtown Taipei and Yangmingshan respectively, and Songshan Airport, which was close to the international airport at that time, it naturally became a popular place for political and business celebrities to socialize in 60 years, followed by Yuanshan Club, Lailai Club, Clark Fitness Club, Citigroup Club, Global Financial Union Club and Huanya Entrepreneur Club in 60 years. In the past, having a club membership card was a sign of wealth, even if it was crowded into the upper class.

However, in recent years, with the high development of economy, business activities have become more and more frequent in Taiwan Province Province, which is sparsely populated. In order to meet the all-round needs of modern urbanites in business, social interaction and leisure, various types of clubs have been established in China, and a new leisure culture has gradually developed. In addition, the entry threshold has also been greatly reduced. It seems that the membership club, once a symbol of status, is no longer the patent of the rich and powerful, and the overall management mode of the club has become civilian. In addition, the results of China people's sports activities in their leisure time show that China people pay more and more attention to the concept of health. In terms of sports, 7.8% of the population in China choose fitness as leisure activities (Taipei Municipal Government Accounting Office, Min 89), thus promoting the vigorous development of health leisure clubs.

The fourth quarter industry analysis

First, the overall environmental analysis

(a) Promoting national income

In recent years, with the development of economy, the improvement of people's living standards and the increase of national average income, it is an important part of life for people to pursue physical and psychological satisfaction in order to satisfy their own desires or show off their property status, and the idea of spending money on health (especially health and leisure clubs) has emerged. Therefore, health and leisure clubs are booming.

(B) the domestic economic downturn

With the economic downturn, the increase of disposable income of Chinese people has a decreasing trend year by year, which also affects the recruitment of members and business income. However, consumers are not completely bankrupt. They just stare at their wallets and think that leisure and entertainment are unnecessary expenses. But if you pursue health, it is still attractive to most consumers.

Second, the government decree environment.

(1) The Sports Committee of the Executive Yuan has not promoted the sports population, but has implemented 1999' s "333 Fitness Plan" and "Sports Population Multiplication Plan" in 2002, which indirectly strengthened the people's sports concept.

(2) The government began to take two days off every other week from 1987 1 month, and then implemented two days off every other week in 19901month, and the basic working hours of the labor standard law were reduced to 84 hours every two weeks. After that, the holiday of China people can reach 144 days/year, which brings great business opportunities to the leisure industry.

(3) At present, there are no relevant laws and regulations in China. Operators have to apply to different units, but the units shirk each other, which makes the operators want to be legal but can't get it (Yang Renzhi, Min 85). There is no set of operation guidelines, which makes the quality of health and leisure clubs uneven and various disputes frequent.

(4) China's urban planning and land zoning laws and regulations have not been revised for decades, which leads to an increase in land acquisition costs, which is not conducive to industrial development.

(5) In terms of talent sources, under the domestic education system, professional management talents and well-trained sports talents are very scarce, and the domestic certification system has not yet developed, which has become an increasingly serious talent shortage.

Third, the population environment.

(1) The population structure is aging, medicine and science and technology are progressing, and the average life expectancy is obviously prolonged. Health and leisure clubs should provide activities and facilities suitable for the elderly in time to adapt to the aging society.

(2) The more educated people are, the more they pay attention to the concept of leisure life and health, which has been accepted by most people. Among the consumers of health and leisure clubs, 50.9% have college education or above, which shows that with the improvement of domestic sports atmosphere, the more educated people can accept the concept of user paying.

(3) There are about10.96 million women in China, accounting for 48.9%. With the development of higher education, the education level of women has been continuously improved, and the proportion of women receiving higher education has reached 50.5%, which is 45.9% higher than that ten years ago. The employment status of women has gradually improved, and the number of women employed accounts for 40.8%, which is 3.3 percentage points higher than that ten years ago; Professional and technical personnel accounted for 25%, 4.9 percentage points higher; Production operations and manual labor accounted for 22.8%, down 8.9%. In the other 90 years, the average salary of female employees (industry and service industry) was 75.9% of that of men, which was 9.7% higher than that of men (General Accounting Office of the Executive Yuan, 1990). Women's demand for beauty products and their consumption power, such as cosmetics and high-end clothes, have greatly increased. Services such as beauty, fitness and dance teaching in health and leisure clubs can accumulate products and services suitable for women, such as the trend of all-weather business, break the time limit and provide safer sports venues for women.

(4) By occupation, most health and leisure clubs are from business consumers, while business-oriented health and leisure clubs are located in the city center. Besides sports and friendship talks, office workers can also avoid traffic jams to achieve fitness purposes.

(5) Many people have sports habits, but due to the lack of venues for practice, public sports venues are insufficient, and school sports facilities are not fully open. People gradually consider for-profit health and leisure clubs when choosing sports venues.

Fourth, the scientific and technological environment.

(1) American physical fitness experts predict that the fitness center in the 2 1 century will be a fusion of high technology and sports equipment, just like the scene in the movie Star Wars. You can surf the Internet, receive letters, send emails and even input your own health problems while running. The exercise equipment will automatically set the appropriate exercise process and mode.

(2) Club directors can communicate and contact internally through online media; You can also use computer software to establish a customer database and provide differentiated services; In order to keep abreast of customers' trends and enhance members' loyalty and satisfaction, a set of two-way communication channels can be established for members through the integrity of the network.

Verb (abbreviation of verb) social and cultural environment

(1) Because of high cholesterol and high calorie diet, people now suffer from hypertension, heart disease or obesity. According to the research, regular exercise is helpful to enhance cardiopulmonary function, reduce heart and other physical and mental problems, and improve leisure and work efficiency. Therefore, modern people not only pursue the quality of life, but also attach importance to health and leisure.

(2) Taiwan Province Province is hot and humid in summer, and the polluted metropolitan air makes the indoor sports environment more attractive.

(3) Modern people's information flows and absorbs quickly, and health and leisure clubs originated in Europe and America are gradually accepted by Chinese people, especially the emerging fitness class. This group of emerging fitness aristocrats are men and women, mostly office workers, aged around 25-30, and have a certain degree of salary to pay membership fees, but the focus is not on money, but on being able to accept and practice the concept of fitness, not purely for losing weight, but for sculpting curves and physical health. They know how to manage their lives effectively. The emerging fitness class unconsciously regards the fitness center as a new social place. There are many photos of men and women in the fitness center, and many people come here to choose their spouses.

Most parents and children will go together on the second day of the weekend. In view of this, we can design parent-child activities on the second day of the weekend so that parents and children can have a good interactive relationship.

(5) The ethos of national sports has not been developed: although China people have increased their leisure time, they spend 63% of their time watching TV and videos every day. As for fitness, reading and artistic activities, the time spent is very small, accounting for only 17% (Accounting Office of the Executive Yuan, Fujian 90). Another survey also pointed out the sports that people in China play most often. The results of multiple-choice answers show that as many as 63. 1% of the respondents choose not to do it for a long time (Oriental Consumer Marketing Database, E-ICP). It is not difficult to find that leisure activities of Chinese people are still at a low level. Therefore, we should let sports jump out of the concept of simple labor in the early days, move towards soft sports, and choose diversified, high-tech and less harmful equipment; Curriculum activities should also be personalized, individualized, leisure and interesting, with the aim of improving health and physique, sports become a fun and interesting thing.

Section 5 Types

I. Classification by business attributes

Each club has its own market trend and style in operation, which can be divided into four types from the management attribute: sightseeing hotel club, business social club, parent-child club and health leisure club.

Second, according to the location classification

With the different locations, the service targets of operators will also change. According to the location, the main types are hotel-affiliated fitness clubs, enterprise-affiliated fitness clubs, community leisure centers, school-affiliated fitness centers, business friendship clubs, urban professional sports health and leisure clubs, suburban/large leisure clubs and so on.

Three. Classification by service items

The types of services provided can be divided into low-capacity functional type, multi-functional type and full-functional type.

Four, according to the source of funds classification

As the health and leisure club is a new leisure industry introduced from abroad, some domestic players invest abroad, while others start their own businesses.

Section 6 Operation Mode

I. Membership structure

As far as health and leisure clubs are concerned, most of them are female members, aged 2 1 ~ 24 years old, 65.5%, 76.7% with college education or above, 38.8% at most, with an average monthly income of 3,5001~ 65,000 yuan, 52.6% mostly unmarried.

Second, the pricing model

Generally speaking, the standard of membership fees and related income of health and leisure clubs is usually determined by the price of land purchased or leased, the construction cost and the added value of various facilities, but many operators also adopt the method of peer comparison. Generally speaking, a membership card of a health and leisure club can be as high as 65,438+10,000 yuan and as low as1-20,000 yuan. In addition to the above membership fees, ordinary members have to pay a fixed basic fee every month, quarter and year to pay the daily management fee of the club. The charging standard ranges from 2-3 thousand yuan per month to tens of thousands of yuan per year.

Three. Market development and trend

People's interest in gyms is still high and may continue to grow. Aerobic dance and weight training are the core of this industry at present, but they are gradually replaced by the orientation of "fitness". Including health and lifestyle assessment, health and nutrition courses, stress reduction courses, smoking cessation courses and various social activities, there are more than 20 kinds of course activities provided by various fitness clubs, among which the top three courses are aerobic exercise, step aerobic exercise and exercise prescription; Finally, the first three courses are aerobic exercise, aerobics and yoga. Larger multi-functional clubs retain customers for a long time and have more sources of profits. In the future, fitness clubs will gradually shift from the mode of running classes according to the table to the flexible route of emphasizing leisure and decompression. Furthermore, the club will tend to soft sports, which is different from the previous exercise of cardiopulmonary function. Aerobic combined with muscle strength training is also an inevitable trend, not just a state of exercise. There are more and more gyms in health clubs, and this kind of lazy sport, which appeals to leisure and decompression, has become the mainstream.

Fourth, the bottleneck of domestic health and leisure clubs

Unclear laws and policies

There are no relevant laws and regulations on health and leisure clubs in China, except for the setting method of sports cram school announced by the government 1976, but the content is inconsistent with the current health and leisure club industry. Multifunctional health and leisure clubs usually have ancillary facilities such as beauty cloth, catering department, spa pool and swimming pool. There is no unified approval for the use license of various road facilities, so it is necessary to apply to the main business authorities separately, and the procedures are cumbersome and it is difficult to obtain the license. Sometimes it is mistaken for eight industries, and the application restrictions are very strict, which makes operators want to be legal but can't get it. Without a set of operating guidelines, the quality of health and leisure clubs in the market is uneven, and the disputes between consumers and operators cannot be solved well. At present, through data analysis and comprehensive forum, the industry and academic circles have jointly formulated the management measures of gymnasiums (fitness centers), the suggested model of the finalized contract for members of gymnasiums (fitness centers) and the certification system for coaches of gymnasiums (fitness centers) (draft), hoping to provide reference for government administration.

(2) The cost of obtaining the site is high.

All laws and regulations related to land zoning have not been revised for many years, and land use zoning is out of date, which can't keep up with the rapid development of health and leisure clubs. It is suggested that the government should open all laws and regulations related to land division to reduce the cost of land acquisition.

(C) the lack of professional management personnel

Under the domestic education system, there is a shortage of departments in this industry, and the demand for professionals is very scarce. Most of the existing professional management talents join because of their own interests, but they have not received complete education and training.

(d) High operating costs.

In addition to the huge hardware construction cost before operation, it is not easy to obtain land and licenses, and there is still a high marketing cost after operation (the monthly marketing cost of general clubs is about 4-5 million, and that of small clubs is about 2-3 million). Therefore, if the salesman is not satisfied, it will not only affect the normal operation, but even cause some merchants who got the membership card in advance to go bankrupt and abscond with money, which will deepen the negative impression of the leisure industry. Therefore, how to attract consumers to join members and improve their loyalty is an urgent task at present (Min 86).

(5) Horizontal competition

Most of the domestic fitness equipment comes from imported CYBEX, which is too homogeneous. Moreover, under the pressure of strong competition in the same industry, in order to gain the advantages of brand fairy and increase the occupation rate, they often compete with the huge funds in the same industry through low-price penetration or non-price competition means, such as price reduction, advertising, after-sales service and course delivery. , causing business bottlenecks, but if you really want to retain members, it is mainly to see if you can create new value for customers. If not, the natural renewal rate is not high, and the industry also points out that the high turnover rate of members is a big dilemma in the current operation (Lin Meiling, citizen 89), so it is necessary to strengthen the demand, such as personnel service, curriculum arrangement, facility planning, nutrition or health consultation, community management, etc., to create new value for consumers.

Section 7 Operating characteristics

I. Operating characteristics

(a) Close down

The health and leisure club adopts the membership system, and all facilities and services are limited to members. Under this restriction, the business model is closed.

capital intensive

The equipment, venues, equipment and sanitary facilities needed by health and leisure clubs need a lot of capital investment. This kind of money belongs to fixed assets, and the investment amount is more than several million yuan, which is capital-intensive.

Second, the service characteristics

invisible

The services provided by health and leisure clubs are intangible. Whether it is general staff services, individual guidance or group fitness courses, the quality of services can not be judged like tangible goods without the participation of members, and can only be measured according to external characteristics (personnel, equipment, price, image, etc.). ).

(2) Non-storability

The professional guidance of health and leisure clubs and the services of on-site personnel can't be stored for standby, and they can only enjoy the service quality at that time. Without that time and place, they can't start again.

(3) Diversity

The professional services of health and leisure clubs are diverse, and members can choose by themselves; In terms of personal guidance services, members can choose different activities such as swimming and ball games according to their own level. In terms of group courses, different courses are designed at different times and periods. Consumers can design their own courses according to their own preferences and needs, with the advice of coaches. Therefore, individual guidance services or group courses are characterized by diversification.

Third, the equipment characteristics

stationarity

The facilities provided by the health and leisure club are fixed when planning, and it is impossible to temporarily increase or make substantial changes. For example, the size of the aerobic classroom will not change with the increase or decrease of the number of members.

(2) Flexibility

Fitness facilities provided by health and leisure clubs can set functions and difficulties according to consumers' needs, so that sports facilities can meet consumers' needs.