The traditional gym industry has come to a crossroads of change.

We have frequently criticized the traditional gym model, on the other hand, we are also stuck in a rut, there is no courage to change!

Under the huge demand, the competition actually becomes fiercely.

The vicious competition leads to the annual membership fee decreasing year by year. And the private one-to-one course customer experience is poor, and the business model is becoming more and more difficult to maintain under the high pressure of rent and labor cost. Many factors make the traditional gym submerged in the red sea of competition can not extricate themselves.

On the one hand, the market size of gyms has been growing rapidly and has exceeded 100 billion yuan. On the other hand, the whole industry is experiencing a mid-life crisis. More than 60% of the traditional gyms are facing difficulties in operating, facing losses, or even closing down.

1) Optimize under-line and focus on-line

In line with the development of the fitness industry, the online part is unavoidable. The Black Swan event seems to accelerate the online process.

What we should be doing is focusing on online with all the fitness data and interactive content of our members. Most of the members'valuable fitness data is not being used as it should be.

At present, the best way is not to develop our own online data platform, but to choose a professional third-party online platform, with online data management and optimization. To provide members with a full range of fitness data analysis and interaction, more scientific from the data change and analysis. Offer the entire fitness process with the assist of third-party online platform to do members multi-scene fitness services. 

2) Change the traditional sales mode and carry out the short-term charge mode.

At present, the traditional business model of pre-sale system makes the majority of the gym sales focus on sales rather than operation, and this makes the market into a vicious circle of word-of-mouth dilemma.

I suggest that taking advantage of this epidemic, the number of charges to determine the main direction, through the fitness efforts to increase the frequency of members. Exercise frequency can help members develop exercise habits. And exercise habits are important ideas to ensure members stickiness. High Frequency membership is the highest value in the club. The more times the members go to the store, the more likely to renew. In addition, the high frequency user also can reintroduce voluntarily, brings more customers for the club.

Therefore, gyms need to improve and iterate their service system on the basis of pay-per-visit, so as to bring better and better fitness experience for members. That's the way it's gonna be!

3）Focus on the service and enhance the experience.

Service to members not only to provide a good fitness environment, but also according to each member's data to make tailored service guidelines and procedures. let members to experience service from the heart.

At present, the proportion of private class income is increasing. The professional and service level of fitness coach determines the quality and income level of private teaching. Therefore, the gym should be treated as a platform to operate.To provide members and coaches with the ultimate service. Let the fitness coach on this platform to play the maximum professional capacity to serve our members.

4) Cut staff and share coaches.

Gyms have been weighed down by high operating costs.All kinds of human hidden financial cost is very high.

After the COVID-19, gyms should clarify their roles. Cut staff and concentrate on the operation of the gym with good service. The rest goes to professional third-party platforms and professional freelance coaches, and it is especially recommended for small and medium-sized gyms.

5) Embrace technology, integrate resources

With the development of science and technology, the power of science and technology has gradually penetrated into the gym. Make full use of artificial intelligence and cut some stuff. Many of the service functions of the gym can be done by intelligent devices.

At the same time, we use the expertise of some third-party technologies to optimize the size of the venues and cut down unnecessary areas in areas such as the beauty of the venues, the moving lines, the division of areas, the placement of equipment inside each area to save a fixed operating cost.

At the occurrence of the epidemic situation, in addition to making people more concerned about health and immunity, people have obviously high requirements for the quality of the ambient air, especially in the closed environment such as the gym, how can we guarantee the quality of the air, is a problem that our operators have to face.

6)Mergers and acquisitions

The Future of the gym market is certainly more and more concentrated to a few chain brands, the formation of oligopoly aggregation effect. The rest of the market will be divided up by small businesses or alliances with distinctive advantages.

After the COVID-19, for the financial reserves, is a good opportunity for mergers and acquisitions.

Although the fitness industry has all kinds of problems, the general trend is flourish, and the epidemic happened to be a time when many venues could not sustain themselves. At this time, for the strong gyms, spending a reasonable amount of money on acquisition . On the contrary, it will lay a solid foundation for the subsequent development.

The outbreak has had a truly devastating impact on many gyms and has brought many unexpected challenges and difficulties to our operations. In the face of economic challenges and increasingly complex epidemics. Charlie Munger has said that the macro is what we have to live with, and the micro is where we can make a difference.