在低價(jià)及其他健身機(jī)構(gòu)面前保持競爭力

1、REMAINING COMPETITIVE AGAINST LOW-BUDGET FACILITIES…AND OTHERS,24/10/2014,在低價(jià)及其他健身機(jī)構(gòu)面前保持競爭力,WORST NIGHTMARE:,,YOU WAKE UP ONE DAY TO FIND A COUPLE OF LOW- BUDGET FACILITIES ARE COMING TO TOWN AND OFFERING MEMBERSHIPS

2、AT A FRACTION OF WHAT YOUR RATES ARE.,IT’S EVERY GYM OWNER’S,對于每個(gè)俱樂部老板老說,最恐怖的噩夢:,你某天忽然發(fā)現(xiàn)一家低價(jià)健身場所將來到你的地盤 而且他們的會籍費(fèi)只是你的幾分之一.,LOW-COST GYMS HAVE THE MID- MARKET HEALTH- CLUBS IN THEIR SIGHTS…,低價(jià)健身俱樂部會把中等健身俱樂部放在自己槍口下,,,20%,Fi

3、tSpace is their first gym,80%,Previous gym experience,PREVIOUS GYM EXPERIENCE VISUAL INSIGHT RAY ALGAR 2011,Results效果,Support協(xié)助,Enjoyment,Facilities,Cost,Attendance使用率,Location位置,3%,3%,6%,11%,14%,26%,26%,0%,5%,10%,15%,20

4、%,25%,30%,ILLUSTRATES THE MAIN REASON FOR LEAVING,Unsure,More than a year,7-12 mnths,4-6 mnths,0-3 mnths,Membership Duration會籍時(shí)長,0%,5%,10%,15%,20%,25%,35%,30%,5%,16%,18%,28%,33%,HOW LONG DID PREVIOUS MEMBERS KEEP THEIR M

5、EMBERSHIP?之前的會員的會籍時(shí)長是多少？,,,,第一次使用健身房,之前有使用過健身房,會員對健身房使用經(jīng)驗(yàn)的統(tǒng)計(jì)RAY ALGAR 2011,人們退會的主要原因,,After years of having a status quo situation, with not much disruptive thinking and innovations, low-budget clubs are challenging exi

6、sting facilities to re-examine their own member proposition and to raise their game.在數(shù)年的無創(chuàng)新與維持現(xiàn)狀后, 低價(jià)俱樂部正在挑戰(zhàn)原有俱樂部，讓他們重新審視自己并且提升自我.,,AS SCARY AS LOW BUDGETS CAN BE, THEY ARE A GOOD THING TO THE INDUSTRY.雖然低價(jià)俱樂部很恐怖, 他們對行業(yè)卻

7、是好事.,They’ll pay less for less service because at least then they’re not being ‘overcharged’,,UNSATISFIED MEMBERS CAN GO ONE OF THREE WAYS…,They drop out of ourindustry altogether,BUDGET GYM低價(jià)俱樂部,YOUR CLUB你的俱樂部,MICRO-GY

8、M/PREMIUM OFFER工作室/高端店,,?,?,They’ll pay more in the hope that this club might actually provide something that delivers on its promise,不滿意的會員要可以做出的三個(gè)選擇…,他們花更少少的錢，享受更少的服務(wù)。這樣起碼不會被“宰”,他一同離開俱樂部這個(gè)行業(yè),他們花更多的錢，希望獲得應(yīng)該獲得的服務(wù),PEOPLE

9、 CRAVE SOCIAL CONNECTION…,人們渴求人際交往…,ALL THE STARS ALIGNED….WE ARE IN A GREAT PLACE TO BE THE ONES FILLING UP THESE NEEDS…,萬事俱備….我們所處的可以滿足人們的需要,Growing membership is toughAfter 3 years, the membership doesn’t grow anymor

10、e in most facilities and the pressure is on to not step back…New member acquisition is a constant challenge The competition is continually increasing, leading to a serious price warCost of new member is highWe strugg

11、le getting new people to join our clubs -less than 17% of adults belong to health-clubs in any single country, and market penetration of 10.5% is enough to be among the top 10 of all countries,REALITY CHECK: MOST OF US A

12、RE BEING CHALLENGED事實(shí)：我們中的大多數(shù)都面臨挑戰(zhàn),擴(kuò)張會員總數(shù)很難 1經(jīng)過三年后會員總數(shù)沒有增長，主要壓力是不要退步…2獲得新會員一直是挑戰(zhàn)3競爭加劇變成了價(jià)格戰(zhàn)4新會員與新員工的成本很高5讓人們加入健身俱樂部是很難的，所有國家的總?cè)丝谥薪∩砭銟凡繒T都不超過17%, 市場滲透率達(dá)到10.5%就可以在任何國家躋身前10的位置。,The world is facing a great holistic h

13、ealth challenge and our industry is perfectly positioned to play a big part in the solution. We are the exact opposite of the cigarette and junk food companies and we have an intimate relationship with a large percentag

14、e of the world’s wealthiest people, but they are often smarter than us!,WHAT CAN THE FITNESS INDUSTRY DO?健身行業(yè)該做什么?,全世界都面臨全面健康問題而我們的行業(yè)正好可以提供解決方案。我們是煙草公司和垃圾食品的對立面，我們和這個(gè)世界上最富有的人中的很多人都有緊密的關(guān)系，但是他們往往比我們聰明!,PHILIP MORRIS是世界第一

15、大煙草公司,MCDONALD’S麥當(dāng)勞,,YES, THE AVERAGE ATTENDANCE PER MEMBER IS 1.9 VISITS PER WEEK BUT…66% MEMBERS USE THEIR CLUB ONLY 1 TO 1.9 TIMES PER WEEK43% USE IT LESS THAN ONCE A WEEK,xx52~25~5112~241~11,101,2008,,,,,,,,,

16、2009,2010,2011,2012,89,102,91,98,87,102,91,,,99,88,Average attendance health-club members,Average attendance health-club consumers,,,AVERAGE U.S. HEALTH -CLUB ATTENDANCE - MEMBERS AND CONSUMERS,U.S HEALTH-CLUB ANNUAL ATT

17、ENDANCE BY NUMBER OF DAYS,2010,,,,,2011,2012,,MOST MEMBERS DON’T COME OFTEN ENOUGH,FACT,,YES, 會員的平均到店率是每周1.9次但是…66% 會員 每周使用俱樂部1到1.9次43% 會員每周使用俱樂部不到一次,xx52~25~5112~241~11,101,2008,,,,,,,,,2009,2010,2011,2012,89,102,

18、91,98,87,102,91,,,99,88,會員平均到店率,消費(fèi)者平均到店率,,,美國俱樂部會員及消費(fèi)到店率,美國會員年度到店天數(shù),2010,,,,,2011,2012,,大多數(shù)會員來店不夠頻繁,事實(shí),,LOW ATTENDANCE EQUALS LOW PERCEIVED VALUE AND LOW MEMBERSHIP YIELD,,到店率低就是會籍價(jià)值低，也就等于會籍購買欲望低,THE LOW BUDGET BUSINESS

19、MODELIS BASED ON A PARADOXE,,THE PARADOXE To have as many members as possible paying a monthly fee to club and in the same time: To have as few members as possible visiting 

20、;the club on a regular basis. These clubs are not made to accommodate all their members, they know this, they bank on this ….. this is not honest business for the fitness industry.Which business could be ba

21、sed on the fact that their customers will not come very often to make their business possible?,低價(jià)俱樂部的商業(yè)模式是一個(gè)悖論,,悖論 盡可能多地招收會員到一家店面，同時(shí)希望會員盡可能少地來店定期鍛煉. 俱樂部不可能承載所有會員,老板知道,他們靠這個(gè)盈利，這不是健身行業(yè)內(nèi)誠實(shí)是模式.哪個(gè)服務(wù)場所是靠他們的顧客不經(jīng)常

22、來而成功的?,We are a stagnating industry and we have started to turn into ourselves - We are fighting for the same customers (segmentation) instead of innovating to attract new ones我們的行業(yè)停止不前，并且只是彼此競爭- 爭取相同的客戶，而不是通過創(chuàng)新而吸引新人加入。

23、,US: 15 millions new members join every year, 12 millions leave…,美國每年1500萬人加入俱樂部，1200萬人離開…,,AS WITH EVERY OTHER INDUSTRY, THE LOW-COST GYM SECTOR IS GAINING MOMENTUM像其他行業(yè)一樣，低價(jià)俱樂部更具發(fā)展勢頭,,…AND GAINING MARKET SHARE 快速獲得

24、市場份額,Planet Fitness USA – 268 centers in 2008 = 600+ at end of 2012 = $10.00 to $19.99 for a Black card7 of the leading German fitness brands operate in the low-cost segment comprising 54% of all membersMcFit Germany –

25、 the largest fitness chain in Germany with 140+ centers and 1m+ members (7,200 members per center)UK – in 2013 started with more than 150 low-cost centers and should rise to 225 by end of 2013,Structure of German gym m

26、arket – leading 17 brands (by membership),RAPIDLY,Planet Fitness 美國 –在2008年 = 268 家分店 ， 在2012年底 = 600+分店。價(jià)格 $10.00 to $19.99 獲得一張會員卡7家德國低價(jià)俱樂部擁有市場上54%的會員數(shù)量。德國的McFit – 德國最大的俱樂部140+ 俱樂部and 超1百萬+會員(每家店7200+會員英國 – 2013初年有超

27、過150家低價(jià)健身俱樂部，2013年底應(yīng)該超過225家,德國俱樂部市場17大領(lǐng)先品牌（會籍?dāng)?shù)量）,LOW-COST GYMS ARE CHANGING THE FACE OF THE INDUSTRY…,低價(jià)俱樂部正在改變行業(yè)面貌,A LOW-BUDGET STRATEGY IS NOT ONLY ABOUT PRICING 低價(jià)俱樂部策略部僅僅是低價(jià),,,MYTH 1,誤解1,BEING A LOW-BUDGET BUSINESS

28、 DOESN’T MEAN BEING INFERIOR低價(jià)不等于低質(zhì)量,,MYTH 2誤解2,THE BOTTOM LINE IS底線是,… the budget model is radically different to a mid-market fitness facility that would drop price and cut back on services.It is an all-embracing or

29、ganizational philosophy.低價(jià)俱樂部的模式根本就不是中等降價(jià)加減少服務(wù).它是一種世間通用的組織理論.,,,,,,,,TO CREATE A NEW AND EXCITING CONSUMER PROPOSITION THAT FUNDAMENTALLY ‘DISRUPTS’ THE RULES UPON WHICH THE INDUSTRY WAS FIRST BUILT,,,,,,,6 CHARACTERISTI

30、CS 6 個(gè)特征,DEFINITION OF LOW-COST GYM,,,SCOPE TO OPERATE 24 HOURS,SELF-SERVICE OPERATING PHILOSOPHY,CAPABILITY TO OPERATE ENTIRE CLUB WITH SINGLE PERSON,MINIMUM 50% LOWER THAN THE AVERAGE INDUSTRY PRICE POINT,HEAVY TECHNOL

31、OGY AND WEB USE,GYM-LED PROPOSITION,低價(jià)俱樂部的定義,自助服務(wù)體系,24小時(shí)經(jīng)營,可以一個(gè)人運(yùn)營俱樂部的能力,健身區(qū)為主導(dǎo),大量使用科技和網(wǎng)絡(luò),比行業(yè)平均價(jià)格低50%,,And structured both their customer offering and business systems to meet those needs…,,SUCCESSFUL LOW-COST GYMS HAVE

32、IDENTIFIED UNMET NEEDS WITHIN THE POPULATION OF POTENTIAL MEMBERS,成功的低價(jià)俱樂部發(fā)現(xiàn)了人群中潛在客戶的需要——那些未被滿足的需要,通過構(gòu)建客戶服務(wù)和商業(yè)系統(tǒng)來滿足這些需求,6 UNDERLYING CONSUMER DRIVERS BEHIND THE LOW- COST SECTOR,MARKET DRIVERS FOR A LOW-COST GYM,AFFORDAB

33、ILITY,SIMPLICITY,CHANGING CONSUMER,CONSUMER SENTIMENT TOWARDS LEGACY CLUBS,SPORADIC ATTENDANCE TO LEGACY CLUBS,DIGITAL INFRA-STRUCTURE,6 低價(jià)俱樂部消費(fèi)者潛在驅(qū)動因素,數(shù)字科技為基礎(chǔ)架構(gòu),簡單,可負(fù)擔(dān)性便宜,改變著的消費(fèi)者,消費(fèi)者對傳統(tǒng)俱樂部的不滿,傳統(tǒng)俱樂部底下的會員出勤率,AS WITH MANY

34、 OTHER INDUSTRIES, THE ‘MIDDLE MARKET’ IS UNDER ATTACK FROM BOTH THE LOW-COST AND PREMIUM SEGMENTS…,就像其他行業(yè)一樣中等俱樂部被低價(jià)和高端商業(yè)模式兩面夾擊,They’ll pay less for less service because at least then they’re not being ‘overcharged’

35、,,UNSATISFIED MEMBERS CAN GO ONE OF THREE WAYS…,They drop out of ourindustry altogether,BUDGET GYM低價(jià)俱樂部,YOUR CLUB你的俱樂部,MICRO-GYM/PREMIUM OFFER工作室/高端店,,?,?,They’ll pay more in the hope that this club might actually prov

36、ide something that delivers on its promise,不滿意的會員要可以做出的三個(gè)選擇…,他們花更少少的錢，享受更少的服務(wù)。這樣起碼不會被“宰”,他一同離開俱樂部這個(gè)行業(yè),他們花更多的錢，希望獲得應(yīng)該獲得的服務(wù),,,,,AVERAGE MONTHLY MEMBERSHIP FEE,,,,,,,,PREMIUM,MID-MARKET,LOW COST,,$20 PER MONTH,$25 - $99 PER

37、 MONTH,$100+ PER MONTH,SOME CLUBS ATTEMPT TO REPOSITION TO PREMIUM SERVICE,SOME CLOSE,SOME SELL,SOME CONVERT TO LOW-COST CLUBS,ILLUSTRATIVE MARKET STRUCTURE AT 2015,,THE MIDDLE-MARKET中等市場被擠壓,MARKET POSITION,,2010,2015

38、,YEAR年,,,,,平均每月會員費(fèi),,,,,,,,高端,中等,低價(jià),,20美元,25-99美元,每月超100美元,有些俱樂部會嘗試回到高端服務(wù),有些倒閉有些出售,有些轉(zhuǎn)為低價(jià),2015年的市場結(jié)構(gòu)說明,,中等市場,市場定位,,2010,2015,到,MICRO-GYMS ARE GAINING MASSIVE MOMEMTUM QUICKLY, DEPSITE THEIR HIGH PRICES….,,CROSSFIT 9,000

39、 clubs – $200+ per monthORANGE THEORY $23 per class/$159 per monthSOULCYCLE $34 per class PURE BARRE $295 per month,盡管價(jià)格昂貴，精品工作室的勢頭十分迅猛,CROSSFIT 9,000店– 會費(fèi)每月超200美元ORANGE THEORY 每節(jié)課23美元/159 美元每個(gè)月SOULCYCLE 每節(jié)課3

40、4美元PURE BARRE 每個(gè)月259美元,,,,,50%,‘LOCATION’ is the number one driver why people attend their current fitness facility (50%),GREAT ATMOSPHERE,OTHER KEY DRIVERS INCLUDE,GREAT EQUIPMENT,GREAT FITNESS CLASSES TO MUSIC,MY

41、FRIENDS GO THERE,'AFFORDABLE' and they 'OFFER A GOOD DEAL' only rank as the 6th and 11th drivers respectively. Operators need to shift focus towards value versus price/discounting.,When asked what is

42、the single main reason for why people attend their current fitness facility remained at number one however,1,and represents the largest controllable factor for operators to drive more people into facilities.,‘GREAT FIT

43、NESS CLASSES’ ranked at NUMBER,FOCUS ON THIS TO CREATE SYNERGIES WITH OTHER DRIVERS,,,i.e.'GREAT ATMOSPHERE’ AND ’MY FRIENDS GO THERE‘.,‘LOCATION’,2,,WHAT DRIVES PEOPLE INTO FITNESS FACILITIES什么讓人們進(jìn)入健身場所,‘位置’

44、是人們到店的第一原因(50%),‘負(fù)擔(dān)得起和’比較劃算‘ 只排在第6和第11俱樂部老板需要把重點(diǎn)從打折和低價(jià)上轉(zhuǎn)移.,‘非常棒的健身課’ 位列第二,這因素對于俱樂部來說是可控制的.,Micro-gyms are extremely popular with the new generation of customers…the millennials,They are from t

45、ypical multi-purpose fitness centers…他們正在從傳統(tǒng)，多用途健身房中離開…NIELSEN 2013: ‘Preferred exercise spaces are shifting. Large multi-purpose gym/fitness center/health clubs are losing market share quickly to new business models, i

46、n particular micro-gyms. SMALL BOUTIQUE GYMS with a single activity are now the 2nd most popular venue for; fitness classes to music indoors, group training indoors and working out with a personal trainer.尼爾森公司2013統(tǒng)計(jì):

47、 ‘收歡迎的健身場所正在變化. 大型多功能健身房、健身中心正在失去市場，客戶正走進(jìn)微型健身房和精品工作室從事單項(xiàng)課程的小型精品健身房現(xiàn)在是第二收歡迎的健身場所；在室內(nèi)從事舞蹈、小組私教、私人教練培訓(xùn),對于85后，90后00后而言，精品工作室很有吸引力,Micro-gyms are considered cooler and often also offer a better experience.Millennials crave

48、 authenticity in their workout and want to be with like-minded people. Purpose-driven, dedicated types of spaces are best suited to achieve those things…精品工作室被認(rèn)為更酷，通常提供更好的體驗(yàn).85后90后們渴望健身真實(shí)有效，也喜歡和同樣的人待在一起. 擁有極強(qiáng)目的性的專項(xiàng)空間，

49、非常能夠滿足他們的需要…,,,‘I have heard friends say “now that I know about cross fit, I will never go to the gym again” – these friends are ex-gym junkies as well. I reckon the big box is a dying industry’,‘我聽到朋友說他們試過CrossFit以后就不想去

50、健身房了。這些朋友原來都是健身狂。他們覺得大型俱樂部正走向死亡’,CrossFit has built powerful, hardcore workout experiences, ranging in feel from ‘elite’ to ‘grunge’…,CrossFit擁有強(qiáng)大的、高能量的健身體驗(yàn)， 這種感受適合各種人群,39,,,SOUL CYCLE IS DELIVERING HUGE RETURNS,,,SoulCy

51、cle Union Square (NYC) example,Facility size,Avg. classes per week,No. bikes per class,Avg. price per class,Implied annual revenue年收入,Estimated utilization,2,800 sq ft,87,57,$30*,65%**,$5.03m,Compelling experience enable

52、s boutiques to charge high prices and achieve high utilization even on a pay-per-use model課程體驗(yàn)很好所以它可以高收費(fèi)，即使按次付費(fèi)也有高出勤率,We estimate a top end Soul Cycle does $2-3m EBITDA on a $0.5-1m initial investment我們預(yù)估一家店一年成本為2-3百萬，前

53、期投入為1百萬美元,* SoulCycle charge $34 for a single class in NYC or offer various packages ranging from $165 for 5 classes to $850 for 30 classes. This figure does not include additional revenue from shoe hire, apparel sales e

54、tc.** This figure is likely conservative - for example, in the week 13-19 August 2013 the Union Square studio averaged 70% utiliization.,Boutiques are much smaller and therefore much cheaper to establish than full servi

55、ce clubs店面小所以成本低，相對于一般俱樂部花銷小,,SOUL CYCLE 正在享受豐厚的回報(bào),$503萬美元,defining characteristics of BOUTIQUE CLUBS精品健身工作室的特征,Distinctive brand and clear consumer proposition明顯的品白，清晰的客戶定位,Social “experience” based exclusively around G

56、X or Team Training通過團(tuán)操和小組提供獨(dú)特的社交性,Authentic, refined studio environments純正的精煉工作室環(huán)境,Premium and flexible pricing高端而靈活的定價(jià),,,THEY TELL A NEW STORY...THEY ARE DISRUPTIVE他們在寫下新的故事，他們具有破壞性,,,ATHLETE,LEGEND,WARRIOR,RENEGADE,

57、ROCKSTAR,SOULCYCLE,運(yùn)動,傳奇,戰(zhàn)士,叛徒,搖滾明星,growth OF BOUTIQUE CLUBS is likely to continue精品工作室將會繼續(xù)增長，在美國快速發(fā)展,Micro-gyms have rapidly built strong positions in the US market…,… and have ambitious expansion plans …,“…currently

58、own and operate 14 locations nationwide, with plans to open 50 to 60 studios worldwide by 2015…” - Julie Rice, SoulCycle Founder, Mar ‘13,“Since starting the concept in 2010, Orange Theory has awarded 135 franchise loca

59、tions in the US and Canada…rapidly escalating growth includes 39 franchises awarded in the past 60 days” - Orange Theory press release, May ‘13,,“…if you’re reading this in Britain and wondering when you too can shed ex

60、cess pounds with SoulCycle – it’ll be coming to London in 2014” - The Guardian, Mar ‘13,,47,,Existing clubs unable or unwilling to re-invent themselves will progressively look poor value, out-of-touch and ultimately irr

61、elevant不愿意或者無能力革新自己的俱樂部將會越發(fā)顯得過時(shí)，落伍，最終被淘汰,,THE REALITY事實(shí),,,ARE YOU?你呢？,Competitive industries are evolving faster than we do - Gyms are facing completely new types of competition such as outdoor bootcamp- style fitness g

62、roups and in-house solutions such as WII and add entertainment and social connection to exercise具備競爭力的行業(yè)精華速度快于我們- 健身房面臨全新形式的競爭，戶外訓(xùn)練營式健身課，家用游戲機(jī)增添體感、互動、社交功能,THE WORLD IS,CHANGING世界在變化,,CUSTOMERS ARE CHANGING….ARE YOU READY

63、 FORTHE MILLENNIALS?消費(fèi)者在變化….面對新人類你準(zhǔn)備好了嗎?,,,THE MILLENNIALS,,,The biggest generation everUSA: 98 M; 20 M bigger than Boomers 50% of the world’s population, including 25% of the entire USA population, is under 25 years

64、of ageNielsen 201381% of Millennials (aged 18 to 34) exercise or would like to (vs. only 61% of Boomers)76% of regular exercisers are MillennialsHalf of the exercisers doing gym-type activities are Millennials.,36% a

65、re not currently exercising to keep fit and healthy but would like to;,20%,45%,36%,20% have no interest in exercising,45% exercise regularly,千禧一代-80后-90后,,,千禧一代-80后-90后,,,人數(shù)最多的一代美國: 98 00萬; 比60后70后多200萬世界人口總數(shù)的50% 美國人

66、口的25%低于25歲Nielsen 201381% of 千禧一代(18 到34歲) 鍛煉或者想鍛煉(60后-70后中只有61%)76% 的定期鍛煉者是 千禧一代做健身房式運(yùn)動的鍛煉者中一半是千禧一代.,36% 現(xiàn)在沒有，但是希望鍛煉;,20%,45%,36%,20% 無興趣鍛煉,45% 定期鍛煉,,,,FITNESS CLASS ACTIVITIES*,GROUP TRAINING INDOORS,FITNESS CLASSE

67、S TO MUSIC - INDOORS,YOGA,PILATES,DANCE,WORK OUT WITH PT,FREE WEIGHT,WEIGHT MACHINE,CARDIO MACHINES,BOXING,* Fitness class activities defined as 'Group training – indoors' OR 'Fitness classes to music – indoo

68、rs' OR 'Dance' OR 'Yoga' or 'Pilates',,,,18-34 years,35-54 years,55+ years,46%,39%,27%,10%,5%,5%,19%,11%,8%,20%,15%,7%,16%,7%,6%,24%,10%,10%,13%,5%,4%,30%,20%,12%,24%,16%,12%,30%,20%,12%,13%,3