1: Business hours
Tradition: short business hours, unable to meet customer needs
There is a huge gap between the business hours of 9:00-22:00 in the traditional gym and the work schedule of some urban crowds. At least 20% of the urban population have fitness exercises after 10 o'clock in the evening or before 8 o'clock in the morning. Demand, this is something that the traditional gym can't satisfy.
Intelligent: 24 hours of operation, intelligent service does not fight to take the Ling fitness 24H smart gym as an example, the company developed a self-service access system (face recognition + bracelet), allowing users to self-complete "brush face approach - storage - training - The one-stop experience of data logging - departure is the unmanned operation of the gym.
2: Interesting
Tradition: Lack of fun, overall renewal rate is low, fitness is anti-humanity, it is difficult to persist only by perseverance, a large number of customers have done the annual card, but only a few times. Members are active three times a week and are less than 5% active for more than 4 weeks. After the fitness enthusiasm cools down, most people will not renew their fees. The annual renewal rate of the gym is only 11%, and the second renewal rate of private education is less than 30%.
Intelligence: Black technology mobilizes enthusiasm, differentiated selling points stand out from the heart rate detection system, EMS charging clothes, AR bicycle room, smart small group class and other black technologies to fully explore the fun and interaction of fitness, reducing the boring degree of training, at the same time, the whole process The recorded data report raises the "abandonment threshold" for customers. The membership renewal rate can be 20-30% (the traditional gym renewal rate is only 11%). The renewal rate of secondary consumption (private education / group lessons) can even reach 60-65% (the traditional gym renewal rate is less than 30%).
3: Private lessons
Tradition: private education is expensive, and consumer choice is the middle-level breakout group. Private education is an alternative to the annual card. The advantages are obvious and the defects cannot be ignored. The collective atmosphere of the group class is strong, but the 1 to 20 is not targeted. The effect of private education is good, but high consumption, a class of 300+, is not the consumption level of ordinary working class, the conversion rate of membership card to private education is less than 10%. Intelligence: Intelligent small group class, fill the middle-level consumer scene small group class as a trump card increase project, one-to-many private education class (4-6 people), taking into account the collective atmosphere and personality guidance. The cost of the private education course has been rationalized, from 300 yuan/section to 80-120 yuan/day, which has reduced the barriers to entry.
4: Sales
Tradition: strong sales orientation, no brain marketing, annoying fitness coaches, has become synonymous with the sales industry in recent years. In the gym, I want to be quiet and healthy, but I will always be entangled by the staff who are both coaches and sales. Over time, many people simply don't come, and they don't bother.
Intelligent: Big data precision marketing, experience performance, grasping the big data of user movement record, and selling the users with secondary consumption demand, can not only reduce the user's dissatisfaction when selling, but also deeper and more accurate mining Potential users.
5: Management
Tradition: backward data collection, low management efficiency Traditional gymnastics still manages the file and data management in the most basic user information table. The user's training behavior and sports data are not available at all, which leads to a lack of reasonable basis for sales decisions. The traditional gymnasium has a large number of employees, a large number of departments, and a large and disorderly organizational structure has also led to management complexity.
Intelligence: Management intelligence, improve operational efficiency The self-service system + SAAS system developed by the company, lightweight personnel management. Taking Ling Fitness 24H smart gym as an example, the self-service admission system developed by the company replaces the functions of the front desk. The data reporting system takes over the work of the supervisor. The online promotion simplifies the work of several membership card salesmen. The gym can save 6-10 employees. At the same time, user training data and daily sports data in real-time cloud storage, help to make marketing decisions, complete accurate secondary consumption (personal education / group exercises / nutrition) recommendations. Only recommend private lessons to those in need, which not only enhances the user experience, but also makes the single-sheet more efficient, and the secondary consumption performance is improved by at least 30%. In addition, LBS-based online delivery, accurate access to surrounding users, coupled with the traditional line downstream, not only reduced manpower, but also improved the conversion rate and the rate of visits, greatly reducing the cost of acquisition. Join in Pump Gyms with low cost.