机遇与挑战:后疫情时代商业型健身俱乐部的发展

Opportunity and challenge:development of commercial fitness clubs in post-pandemic era

后疫情时代,随着公众健身需求的大幅度增加以及健身场馆的市场淘汰率激增,给商业型健身俱乐部的发展带来了一定的机遇和挑战。通过对超级猩猩、乐刻运动、光猪圈、Peloton成功突围的4家俱乐部的典型分析,结果显示:在管理上搭建智能化软硬件体系,实现管理轻量化;在销售上优化购买服务方式,实现销售模式零售化;在信息提供上借鉴平台大数据,实现信息共享化;在产品开发上挖掘产品核心价值,实现课程定制化;在服务上打破时空限制,实现健身场景化;在体验上引进5G+沉浸式媒介技术,实现体验沉浸化。并提出后疫情时代,商业型健身俱乐部将走向管理轻量化、销售零售化、信息共享化、产品差异化、健身场景化、体验沉浸化的发展趋势。

In the post-epidemic era,with the substantial increase of public demand for fitness and the sharp increase of market elimination rate of fitness venues,it has brought certain opportunities and challenges to the development of commercial fitness clubs.Based on the typical analysis of the four clubs of Super Orangutan,Music Carving Movement,Light Pigpen and Peloton successfully broke through,this paper finds out their development trend that we need to build an intelligent software and hardware system in management to realize management lightening;optimize the way of purchasing services in sales to realize the retail sales mode;learn from platform big data in information provision to realize information sharing;excavate the core value of products in product development to realize curriculum customization;break the limitation of time and space in service to realize the fitness scene;introduce 5G+immersive media technology in the experience to realize the immersion of the experience.In the post-epidemic era,commercial fitness clubs will move towards the development trend of light management,retail sales,information sharing,product differentiation,fitness scenes and immersive experience.