The gym closes 8000 stores a year. How does the studio that bucks the trend and makes profits open?

（ This is from the Internet , Invasion and deletion ）

source | Mantis observation

writing | Yi Buer

In order not to work all my life , One worked in a traditional gym 8 Female coach in , With 30 ten thousand , I opened my own oxygen powered fitness studio in Changsha Lugu .

Second-tier cities 、30 ten thousand 、 The gym , In today's traditional gym environment of death and injury , This matter , It doesn't sound very reliable .

An obvious trend is , Although more and more people want to keep fit , But more people are willing to follow the anchor like Liu Zhenhong , Work out at home . After all , At home, you can follow a professional coach to jump for free , Who will pay to go to the gym ？

Now , Spend money on renting space 、 Buy equipment 、 Ask the coach to open a studio , It's like “ Give away the head ”.

But the truth is really not .

This oxygen powered fitness studio in Lugu, Changsha , Not only with 30 Ten thousand ridges have risen , It has been recycled in less than a year of operation 20 Ten thousand dollars . The director of the studio, swallow , More expected , This year will be profitable .

that , Swallow's case , Limited investment 、 But for ordinary people who want to do a good job in the business of offline gym , What can be used for reference ？

30 The single store model of wanpaotong

Let's first see how swallows are used 30 Million start-up funds , Run through your own studio .

At the beginning of the business , Swallow clearly only wants to open a private teaching studio , Not the gym , In addition to financial constraints , There is also a very important factor .

Swallow previously worked in the traditional gym , Also in Changsha Lugu area , Not only are most Internet enterprises in Changsha gathered here , There are many surrounding communities , Many people work and live here . Those programmers who sit in the office all day 、 The designer 、 White collar groups such as e-commerce operators , Many people are willing to exercise after work and then go home , This group of people is also the main group that the traditional gym buys private classes .

But the swallow found , Due to the high turnover rate of private teachers in traditional gyms , When a coach leaves , Many of the members that that person brought have become silent users of the gym's private classes .

And if you open a private education studio , Take yourself as the main coach , Pull these users over , Good service , The feasibility is relatively high . After all , Those who are willing to ask for private advice , In the traditional gym, there are two expenses: card fee and private teaching class fee , The class fee of private teaching studio is the same , Buy more and even lower , And there is no need to apply for a card .

This is for members , It can save some cost ; For the studio , Not only do you not need to send leaflets all over the street and ask for people to apply for cards like doing a traditional gym , The high unit price of private classes can return to the capital faster , Higher operating profit and more flexible . meanwhile , The private education studio has little requirement on the site area , Site selection is relatively easy , It will not affect the recruitment of members because of the location .

Swallow thought of this , Other coaches who are willing to work alone , And I think of that . therefore , In the US regiment 、 On public comments , The number of private education studios in Lugu area , Gradually, it began to increase .

however , After knowing the current situation of some peers , Swallow still thinks he has a chance to do better .

「 Mantis observation 」 A fact discovered is , Lugu area, whether it is a traditional gym or a private education studio , The equipment configuration is very hip pulling . Those equipment have no problem dealing with fitness Xiaobai , But users want to go further , It's hard to meet . Swallow recruited members , It is generally roast about this .

For example, many gyms , Dumbbells only match 25KG, Can you get there 30KG There are few . This led to many years ago can be pushed to 30KG Members of , No more strength ; On the equipment , There are not only a few kinds , Even the basic barbell pieces are not in place , However, if there is a member who practices better, it can reach hundreds KG Strength , Barbell pieces are finished , Other members who need to add their own weight , You can only wait for others to finish practicing and then use barbell pieces .

In other words , Swallow's studio just needs to tidy up the equipment , You can surpass many gyms in Lugu area . meanwhile , It can also attract more high viscosity and high-quality members who already have exercise foundation and habits .

We have a full understanding of the market in the early stage , Swallow decided to open a private teaching studio , Trial operation after the actual decoration , It took only one and a half months .

During the preparation of private education studio , Swallow did two more key things .

First of all , Research your active old members , Understand their fitness habits 、 Willingness to teach private classes , And whether there is a tendency to practice with yourself . meanwhile , Ask your coach friends to do the same research .

Among the inquiry samples of nearly 100 people , Yes 90% Of fitness professionals expressed their recognition of private training , and 60% People have been on 10 More than private classes , also 20% Of the old members directly expressed their willingness to follow the coach .

Such a result undoubtedly strengthened swallow's entrepreneurial confidence . After all , When the accumulated member resources can be directly realized at the initial stage , To a large extent, it can reduce the initial business pressure .

second , According to the member resources that can be transformed , Determine the location of the studio 、 Area and curriculum .

without doubt , Swallow's studio can only be located near the big gym where she worked before . And the final specific address , Between office buildings and commercial and residential buildings , Swallow hesitated for a few days .

Although her favorite office building and commercial and residential buildings are only separated by a main road , But rent 100 What a flat office building , The rent is twice as expensive as that of a commercial and residential building . Although swallow wants to rent an office building , But the wallet told her that residential buildings were the better option . This has also become a pit on her entrepreneurial path , We'll talk about it later .

On the curriculum , Because the private education studio has no part of the income from selling cards in the traditional big gym , Swallow directly raised the class to 36 Sell from class , And 12 Each class is a unit to form an increasing class hour matrix . meanwhile , Taking into account the needs of different groups , A monthly card calculated by time is also set 、 Season card 、 Half year card to annual card .

In the US regiment 、 Tiktok and other promotion platforms , Swallow set 9.9 Experience class 、99 Private weekly cards and other drainage products , To attract interested customers for the studio .

That's it , Swallow's oxygen power private teaching studio , It's quiet .

that , Swallow's 30 How did Wan spend it ？

Fitness equipment and decoration are the largest one-time investment . Equipped with perfect new fitness equipment , Swallow's 30 Wan rowed away 20 ten thousand . Other expenses are essential every month 4-5 Million fixed costs , Including rent, water and electricity 、5 The salary of a coach 、 And the promotion expenses on meituan Tiktok and other platforms .

Now , Swallow's oxygen power private teaching studio has changed from the original 10 Many old members , Expanded to the present 50 Multiple stable exercise members . In addition to the referrals of old members, new members are promoted , There are also new members attracted by the drainage products on meituan Tiktok .

What's interesting is , This group of new members , Most people follow at home keep Class practice or participated in Liu Genghong's live Jump Group . Their participation , It also strengthens swallow's confidence to do a good job in private education studio , After all , Be a fitness conscious person “ Cloud Fitness ” After a period of cultivating habits , People who really want to advance , It's bound to go to the step of finding a professional coach .

at present , The core equipment input of swallow's oxygen power studio has been fully recovered , Every month, as long as there are old members to renew classes or develop new members , It can ensure the stable and healthy operation of the studio , This is also swallow's confidence that this year will be profitable .

There are not many holes to tread on

Entrepreneurship is not easy . Run through this private education studio , Swallows also stepped on many pits .

stay 「 Mantis observation 」 It seems , The first pit , It's because we didn't follow up the customers with clear intentions for a long time , As a result, the conversion of initial members is lower than expected .

Swallow is determined to start a business and work alone , When promoting to your old members , There are about 20 An old member said he would follow the coach . In the early days of business , There is 10 Several old members have successfully transformed .

In fact, this is a very good start . After all , This group of member resources accumulated in the big gym where they used to work , It has very clear fitness needs and recognizes the professional ability of swallows .

But there are too many things to prepare for at the beginning of the store , Swallow ignored customer tracking , It's a pity that these interested regular customers were pried away by other gyms . One of them expressed his willingness to go to swallow studio , Finally, I chose to buy classes in the gym , Because of “ That coach shares healthy recipes every day 、 Exercise skills , Sorry to refuse others ”.

The second pit , It is in the case of limited budget , Too much emphasis on cost savings , The result is just the opposite , Spend more money and waste energy .

In fact, swallows in order to save rent costs , Site selection 100 It is less than half a year since duoping commercial and residential building , There are two major problems , First, the site capacity is insufficient , The second is the impact sound produced by landing during the training of heavy equipment , Have been complained by residents downstairs for many times .

This forced the swallow to change into a bigger one , near 300 Flat commercial space .

It is because of the change of venue , After that, more members will be admitted . But in the process of changing the site , The swallow stepped on another cost saving pit .

In the process of equipment transfer , Because the two sites are not far away , Swallow wants to save the cost of the handling company , I called my friends to help me in friendship . The result is , Friends, are you helping me , But in the process of finding large-scale equipment disassembly and handling, we still have to call a professional handling company to do .

The money you want to save is not saved , My friends owe me a favor , It's inevitable that a barbecue beer will start a late night snack . Of course , Swallow's perception on this matter is not a matter of money , On the contrary, she was very happy to have this group of friends who came as soon as they called . A deeper understanding is , I realize that “ Find professional people to do professional things , This is the same as the need to find a professional coach to teach advanced fitness ”.

The third pit , Is too credulous , At the end of the decoration of the studio , Just settle the money directly , But the decoration team that had to pay in advance because of difficulties in life disappeared , As a result, many finishing jobs need to find someone else .

What the swallow knows very well is , What I do essentially is the service work that requires users to pay in advance , Customers' trust in themselves is critical . Especially at present, affected by the epidemic , In the gym, there are various situations of running with money , It can be trusted by many members to prepay tens of thousands of fees , Is a very lucky thing .

therefore , Swallow also reminds himself to trust all kinds of partners with all his heart . In the matter of studio decoration , Everything was going according to the process , Swallows never expected , The decoration is almost over , Once the balance is settled , The decoration team evaporated .

After being cheated , Swallow is more aware of not betraying the trust of every customer , It is the foundation for your career to continue for a long time .

Something unexpected

After the operation of the studio , Swallow found two things that were different from what he thought .

The first thing , Although the fitness private education studio was born out of the traditional big gym , To some extent, it is a competitor , But the real competition , In the fitness private education studio with the blooming Yoga 、 Between Pilates and other venues .

Swallow's studio , Now the main dig is the former gym private members . But no matter how she dug , It only affects the profitability of traditional gyms , Will not shake its foundation .

The income structure of traditional large gyms is divided into two parts , First, membership income , Get a fitness card ; Second, private education income , That is, private courses .

For example, swallow's old owner , The total area includes the pool in total 1500 More flat , The equipment is quite complete , There are also many , Matching dressing room 、 Shower and other service facilities are available , More members can be accommodated at the same time , The membership of the association has been extended to 2000 Many people , Many of them are regular customers who continue to renew their cards because they work around . When summer comes , Just those who do card renewal to swim can ensure that this gym can live well .

therefore , As long as the traditional gym continues to develop card customers , It can cover the operating costs , And carry out private education transformation among card users , We can achieve more profits .

Although the fitness Private Education Studio will rob those customers who have private education transformation in the traditional big gym , But such groups , Many people are only stage users of private education studios , It is a continuous user of traditional gyms . Like an old customer in swallow , Even if he bought the season card of swallow studio , But also continue to renew the previous gym . His purpose is very clear ： Follow the coach to master the method of scientific training , In the future, I can go to the big gym to exercise independently . After all ,“ Keep fit , But it's impossible to have private education for a lifetime ”.

But , yoga 、 Pilates venue , But it's the same as swallow's private teaching studio , Those who are eyeing are private teaching users of traditional large gyms . In especial , yoga 、 Pilates venue , Targeting female users more accurately .

Swallow used to be a female client in the gym , Have a clear willingness to exercise , But in the end, I chose to go to the yoga studio to get a card . Like this, female clients are robbed by yoga studios , It's not an example . Especially after more and more yoga halls have opened Pilates , The attention of many male users , Also began to be attracted .

The second thing , Are users willing to keep exercising , Whether the rigid coach is professional 、 Whether the service is in place , The factor that needs more consideration is not the bathroom 、 Dressing room and other supporting facilities , But whether parking is convenient .

I used to work in a big gym , Most members will take a bath after exercise and then go home . At that time , Because the bathroom decoration of the gym is more hip , Members often roast in private .

therefore , When decorating the studio , Swallow set up two large bathrooms and dressing rooms , Try to make your members have a better fitness experience . But the reality is , Many members drive to exercise after work , After practice, many people went straight home , The frequency of bathroom use is very few .

Instead, it's , Parking space in the parking lot 、 The convenience of driving away is a more concerned problem of many members . This is also the point where swallow receives the most feedback on questions . such as , One member drives a range rover , The license plate is relatively high , Self service payment parking systems often fail to scan , It makes him feel that going to exercise is a very troublesome thing .

「 Mantis observation 」 Sum up , We can find from swallow's entrepreneurial experience , At this stage, ordinary people with limited investment want to be a private education studio , There are several crucial points .

1, Sufficient market research . Understand the user needs of the location area , How are the competitors doing , What's missing . What competitors lack , It's where business can be done .

2, Determine the scale of the studio in the initial stage according to the existing resources , After stabilizing the initial membership , Then seek expansion .

3, The professionalism of coaches is the foundation of fitness studio , But the key supporting services must be provided . That's the only way , The professionalism of the coach and the added value of the service , In order to pull the benign operation of the studio in an all-round way .

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