O2O rises: self-service 24-hour gym sets off a new round of investment boom
Following the hitting of the ClassPass model of the main fitness O2O last year, the "24-hour self-service fitness" is being hailed by entrepreneurs. The fitness industry has set off a new round of investment boom.
For fitness users, compared to the traditional gym, the 24-hour self-service fitness is smaller and the store is more dispersed. It means that you can enjoy low-cost fitness at your doorstep. The form of self-help means that there is no coach who promotes private education. The full-time, self-help fitness and low-cost consumer labels correspond to the ideal "internet-like" experience of anytime, anywhere and fitness. If the traditional gym super card marketing and personal education sales itself have the original sin of the user experience, then the 24-hour self-service gym in the "Internet +" mode seems to have been given the "Savior" role.
This light mode approach lowers the threshold for fitness entrepreneurship and increases the appeal to Xiaobai fitness users. This explains the current outbreak of the 24-hour gym in the domestic market.
There are a lot of players to join, and the sports, light pigs, bears and super-gorillas are the main representatives of the 24-hour self-help fitness model. The small fitness entrepreneurs who have joined in are also very active, such as the Liking fitness reported by 36æ°ª. , U-24 and FITZOO and so on. Most of them have opened stores in major cities across the country through self-employment, franchising and operational transformation, recreating the prevalence of the ClassPass model in 2015.
However, abandoning private education and refusing to over-sell cards – this is equivalent to cutting off the two most profitable points in a traditional gym. Is the 24-hour self-service fitness business model reliable? Compared with the traditional gym, what is the convenience of the store-style gym business model? How to solve the problem of rent and labor costs that the physical store can't get around? Out of the monthly card sales model, how to avoid the old way of the traditional gym? What are the current styles of play on the market and what are their respective prospects? This article will explore these topics one by one.
The gym has come to the "convenience store" era of self-help 24h
The standard configuration of a 24-hour self-service gym is this: around 200 square meters, self-service, and open 24 hours. A small number of them are aerobic devices, and more than two-thirds are in the course area. Self-service is reflected in self-service access and autonomous water and electricity switches. At present, there are not many gymnasiums that are actually real in terms of 24-hour business hours.
Just like convenience stores in large supermarkets, 24h gyms usually only have one-tenth of the size of traditional gyms, so how to improve the efficiency and reduce rents has become the most critical issue.
The gym is a commercial property, and the rent is a sunk cost. How to balance the use of hourly efficiency has become a crucial issue, which is not much different from the thinking of theaters and hotel rooms. Just like McDonald's opened a 24-hour store to improve the effectiveness of the effect, the 24h gym will increase the timeliness by aggravating the course and ensuring its continuous operation. The traditional gym has a large area, but it is usually only used in the evening hours and the rest of the time is vacant. The new model is separated from the class, through the brand packaging and community operations to improve the stickiness of the class users; let the user schedule the class online to ensure the capacity of the class - try to balance the profit per hour of class . Shared coaching has also improved the efficiency of the coach's class.
Reducing the proportion of fitness equipment saves rent as much as possible and reduces hardware input costs. Through the intelligent improvement of other devices such as treadmills, the practical frequency of the equipment room has been improved, and therefore, the use efficiency of the area of ​​the gym equipment has been improved as a whole.
China's land rent and labor costs have risen year after year, while the price of fitness machines has not increased simultaneously. The 24h gymnasium has been sited in the community, the rental cost is lower, and the customer base has been expanded. This allows users to use the gym near their doorstep. User needs for unconventional time fitness. In the case of constant cost per unit area, operating income has increased.
From the perspective of commercial nature, reducing costs and improving efficiency are the two main aspects pursued by offline gyms. “24-hour self-help†is a major way to cut into the track and attract the fitness crowd. But in fact, behind the play, the starting point of each family is not consistent.
3 ways to open the 24h gym
36æ°ª combed the current domestic 24-hour self-service gym company, temporarily summed up the small and beautiful "open shop play", export management "join play" and Internet mode "shared economy play" three kinds of play. Analyze the commercial nature behind it, and the future direction of each "fitness mode" is different.
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