1、MAKING NEW MEMBERS,23/10/2014,FALL IN LOVEWITH FITNESS让新会员爱上健身,THE FITNESS INDUSTRY HAS EXPERIENCED MASSIVE GROWTH IN THE LAST 40 YEARS在过往的四十年中，健身行业经历了大幅度的增长,Health & Fitness facility attendance has become the biggest adult sport in the Western world. Bigger than football, tennis and golf combined A
2、re all stars aligned for further growth?使用健身设施已经成为西方世界最大的运动总数大于足球、网球和高尔夫的总和。并且它在未来还要持续增长。,US Adult Fitness Club Participation美国承认对健身俱乐部参与度,SEDENTARITY AND OBESITY缺乏运动 与 肥胖,2030, 50% of US population will be obese (30% BMI)Between 2006-2016 the cost of the American health system will almost double to
3、 $4.1 trillion per year*.*2006 US Treasury report2030年, 50% 的美国人将成为肥胖人口 (30% BMI)从 2006到2016 美国健康医疗系统的支出将会翻倍，达到， 一年4.1 万亿 美元。*2006 美国财政部报告,LONELINESS AND DEPRESSION孤独与抑郁,Healthcare costs are becoming unsustainable. Currently, in the U.S, three-quarters of the $2.8 trillion in healthcare costs are sp
4、ent on chronic diseases that can be largely prevented, or even reversed, by changing diet and lifestyle.Clubs also need to understand that the real epidemic is loneliness, depression and isolation. They have the chance to create a sense of community thats truly healing.Dean Ornish, M.D. Club Busines
5、s international. June 2013,医保 开销目前已经变得 不可持续, 在美国,2.8万亿医疗费用中的 四分之三被用于慢性病，这些疾病中的绝大部分可以通过改变饮食和生活方式可以被预防和逆转。俱乐部还需要知道目前真正的疾病是孤独, 抑郁 和孤立. 俱乐部有机会创造一个群体感，从而治愈这些疾病。Dean Ornish博士在2013年六月的CBI杂志（国际俱乐部商业）中所写,SOCIAL MEDIA EXPLOSION社交媒体的扩张,Facebook 1.23 billionusers per month (at Sept. 2014)Facebook 12亿3千万每月用户数量(2
6、014年9月),YouTube 10亿用户1 billionusers per month,Twitter 2亿用户200 million,Instagram 1亿5千万用户150 million monthly users,去健身而忘发自拍！这次锻炼真是浪费时间！,BUILDING SOCIAL BONDS建立社交联系 人脉关系,WE ARE IN A GREAT PLACE TO BE THE ONES FILLING UP THESE NEEDS健身俱乐部可以满足以上这些需要,AND TO DO A LOT OF GOODFOR A FITTER PLANET为创造一个更健康的星球.做很
7、多更多美好的事,Effect of weak/poor social connections on health:2.5 times more likely to die over a 9-year period As harmful to health as being an alcoholic or smoking nearly a packet of cigarettes a day More harmful than not exercising Twice as risky as being obese 2 to 3x increase in risk of cardiovascul
8、ar disease and mortality Linked to increased risk of death from cancer and infectious disease Greater risk of depression and anxiety 缺乏人际交流对健康的影响9年内死亡率上升2.5倍与吸烟和饮酒的危害相同，几乎等于每天抽一包烟 比不参与锻炼的危害更大是肥胖症的两倍 患心血管和死亡率几率为2到3倍增加患癌症几率和传染病几率容易患抑郁症和焦虑症,The white paper outlines industry challenges that pose an alar
9、ming threat to future sustainability, growth and success行业白皮书表明健身俱乐部面临的挑战让他们未来的可以持续发展、增长与成功, 受到威胁,REALITY CHECK: MOST OF US ARE BEING CHALLENGED事实: 我们中的大多数都面临挑战,Competitive industries are evolving faster than us, eg:竞争行业升级速度比我们更快,例如 :Virtual exercise体感健身 Bootcamp/outdoor训练营/室外健身Nutritional science a
10、nd medicine营养品和医疗,Immediate satisfactionTechnologyAn experienceBest value for $即时的满足感技术体验消费的最佳性价比,THE MILLENNIALS ARE IN 90后与00后的时代,ARE YOU COOL,ENOUGH?,Gen Y thinks exercise“lacks excitement and sociability.” Y世代的人认为锻炼“缺乏激情 和社交性.” Engage: GenY,你够酷吗？,US: 15 millions new members join every year, 12 m
11、illions leave美国: 美国有1500万新会员 ，1200万人退会。,Membership retention is the largest problem facing our industry today会员续费率是健身俱乐部行业今天最大的难题,OUR INDUSTRYIS AT RISK我们的行业面临挑战,Based on commodities and lacking the excitement and social engagement of sports We are places to run on treadmills vs true clubs.仅仅靠硬件缺乏运动
12、的激情和社交性在家跑步和在俱乐部有什么区别.,REALITY CHECK:现实:,If we are constantly having toadd new members to replace the ones who are leaving, we will eventually run out of people to disappoint. 如果我们一直靠新会员弥补会员流失，我们最终会没有任何会员。,42% of new members quit exercising within 30 days of joining 42%的新会在加入后一个月不再来13 of members sto
13、p attending by month 3, after an average of just 12 workouts (TRP) 13的会员在3个月后不来，平均每人来店锻炼12次(TRP)50% of members stop attending by month 6 (TRP) 50% 的会员半年后不再来店,NEW MEMBERS WITH LITTLE TO NO EXERCISE EXPERIENCE ARE THE ONES DROPPING OUTWere losing members in the first few weeks没有任何运动经验的新会员是退会的人我们在头几周就失
14、去了会员,FACT事实,12% of terminated memberships could be avoided if new members came to the club at least once a week during the first month of joining.如果可以让新会员在入会后第一个月保证每周来一次，退会率就降低12%. FIA Top Ten Strategies for Winning the Retention Battle 10大提升续费率的策略,Members who trained 1-2 times a week in the first m
15、onth displayed 20% less drop-out than members with a frequency below once a week.In fact, each separate visit in the first month reduced the chance of dropping-out by 4%. When starting members did not visit the fitness center at least 4 times in the first month, the chance of drop-out was 30% higher
16、! 每周来店一到两次的会员的退会率，比每周一次也不来会员低20%。在入会后的第一个月，每来一次俱乐部，退会率就降低4%. 新会员在第一个月未能到店4次他们退会几率将提高30%。Hillsdon, 2001. The state of research in the fitness industry.,GET THEM IN TWICE A WEEK!让他们每周来两次!,EASY? NOP!简单? 一点也不!,INSIGHT: GROWING MEMBERSHIP IS ABOUT BUILDING EXERCISE ADHERENCE内幕: 培养续费率就是建立对锻炼的坚持,MEMBERSHIP
17、 ADHERENCE坚持成为会员,VISIT ADHERENCE坚持来店,EXERCISE ADHERENCE坚持锻炼,Every year, the industry sells millions of memberships to men and women who, though they earnestly wish that they could become regular exercisers, have not yet developed the discipline or habit of regular exercise. As behavioral scientists
18、will attest, developing such a discipline is no easy accomplishment. It is difficult for everyone. 每年, 这个行业卖出数千万的会籍给认真希望自己能够定期锻炼的人们,这些人缺乏自律，也没有定期锻炼的习惯。 但是，人类行为雪茄证明，发展出如此自律的习惯生活习惯对于所有人来说都很难。IHRSA Guide to Retention, 20072007年版IHRSA续费指南 IHRSA Guide to Retention, 2007,改变行为BEHAVIORAL,CREATING A NEW HABI
19、T IS HARD AND TAKES TIME. IT INVOLVES AT LEAST ONE UNCONTROLLABLE ISSUE:建立一个新习惯比较费时、费力它包含一个不可控制的因素,NOT THINKING (PRE-CONTEMPLATION)不假思索（预先思考）,PROCESS OF CHANGE改变的流程,STABLE, IMPROVED LIFESTYLE稳定的生活方式,PREPARATION准备,ACTION (MAKING CHANGES)行动 (做出改变),MAINTENANCE保持,RELAPSE重复,THINKING (CONTEMPLATION)思考 (思索
20、),PEOPLE NEED TO GO THROUGH 5 STAGES TO CREATE A NEW HABIT人们创造一个新习惯需要经过5个阶段,Schematic presentation of the Stages of Change,NON-ADHERENCE无法坚持,Cardiac patients: 40-50%心脏病患者: 40-50%Hypertension: 16-22%高血压: 16-22%Diabetes: 37%糖尿病: 37%Asthma: 25-75%哮喘: 25-75%,SmokingAfter 12 months, 37% relapseAfter 5 ye
21、ars, 7% relapseOnly 10-20% of at-risk steps into action-stage吸烟12个月后 months, 37% 复吸5 年后s, 7%复吸只有10-20% 的人 走进行动阶段,WHAT DO PEOPLE WANT? WHY JOINING A FITNESS FACILITIES?人们想要什么? 为什么加入一个健身场所?,1.Entertainment娱乐2.Community/Building bonds人际交往/建立联系3.Health/Results健康/效果,WE BELIEVE WE CAN COMBINE THESE UNDER
22、ONE HEADING我们相信有一件事可以解决以上所有问题,Its never a question of can you but,will you?,MOTIVATION动力,能力从来不是问题但意愿呢?,MORE OF THEM ATTEND more often.是否有很多的人经常出现在俱乐部.,Its simple.很简单,我们如何知道自己有没有给人们动力?,HOW CAN WE TELL WE ARE DOING A GREAT JOB OF MOTIVATION PEOPLE?,出勤率俱乐部是我们行业最重要的指标,BUT ONE OF THE LEAST MEASURED BY CL
23、UB OWNERS.,ATTENDANCE IS THE MOST IMPORTANTMETRIC IN OUR INDUSTRY.,但是俱乐部老板很少真的这么考量.,WHAT DO YOU DO TO MANAGE MOTIVATION AND ATTENDANCE BETTER?你做什么事，可以鼓励人们来到俱乐部?,HOW DO THE BEST FACILITIES DO IT?最好的俱乐部是怎么做的?,Design a high-energy workout environment,Create a relationship selling and new member inducti
24、on system,Recruit a team of great personal and small group trainers,Build a club within a club system for sports and other activities,Develop a member education and social network communication system,设计一个很有能量的锻炼环境,创造会员介绍机制和销售关系,招聘伟大的私教和小组私教团队,建设一个俱乐部内俱乐部系统,发展会员教育和社交系统,MOTIVATING PEOPLE激励人们,DESIGNIN
25、G A HIGH-ENERGY WORKOUT ENVIRONMENT设计一个充满能量的健身环境,38,Before整容前,After整容后,ORGANIZING YOUR FLOOR PLAN TO CREATE ENERGY, MOVEMENT AND TO ENCOURAGE SOCIAL CONNECTIONS通过俱乐部建筑规划，激励会员沟通与交流建立联系,MEMBERSHIP SELLING AND NEW MEMBER INDUCTION会籍销售与会员介绍系统,DISCUSSIONWHAT CAN YOU CHANGE?讨论你能改变什么?,MEMBERSHIP SELLING AN
26、D NEW MEMBER INDUCTION 会籍销售与介绍新会员,MCs to become Membership Coaches responsible for providing a relevant solution for a healthier and happier lifestyle and for setting up the new member for success vs focusing only on selling membership会籍销售变成会籍顾问代表为会员提供一个更健康、更幸福生活方式的解决方案并且帮助新会员取得成功。会籍销售仅仅是要完成销售任务。,流行
27、趋势Prescription of a solution像开处方一个的解决方案Solution to the needs为需要提供解决方案What to do to achieve their goalsHow to get started What to do to maintain/next完成目标要做什么如何开始如何保持/前进,LMNZ,MEMBERSHIP SELLING AND NEW MEMBER INDUCTION会籍销售AND介绍新会员,“Our goal is to get people to exercise, if possible in a gym and if pos
28、sible, in Les Mills gym. If they dont join today, we still want them to start exercising. At some point, we are confident they will join because they need MORE, they need motivation and we are the coolest gym in town.” “(Reece Zondag, former CEO, LMNZ )我们的目标是让人们运动, 最好在健身房, 最好是在莱美的健身房. 即使他们今天不入会我们希望他
29、们能够今天开始运动. 我们对他们加入很有信心，因他们有更多渴望, 他们需要被激励，而我们城市里最好的俱乐部.” (Reece Zondag,前任新西兰俱乐部),LMNZ IMPROVE THE LIVES OF NEW ZEALANDERS新西兰莱美 改善新西兰人的生活,RELATIONSHIP SELLING AND NEW MEMBER INDUCTION会籍销售与介绍新会员,DEVELOP A MEMBER EDUCATION AND SOCIAL NETWORKCOMMUNICATION SYSTEM发展一个会员教育和社交沟通系统,We need to become true prov
30、iders of holistic health. Education changes lives and your members will love you for it. 我们需要变成一个真正的整体健康倡导者 教育可以改变生命你会员你也会为此而爱上你,EDUCATION: BECOMING TRUE “HEALTH CLUBS”教育: 变成真正的“健康俱乐部”,CREATE A PERSONAL RELATIONSHIP WITH YOUR MEMBERS与会员建立私人化联系与关系,CREATING CLUBS WITHIN THE CLUB建设一个俱乐部内的俱乐部系统,BECOMING
31、 A PLACE WHERE MEMBERS CAN DO THINGS OTHER THAN EXERCISING AND CONNECT TO MEMBERS WITH SIMILAR INTERESTS俱乐部内会员除了锻炼还可以做其他事情让兴趣相投的人组成新的团体,BECOMING MORE THAN A PLACE TO EXERCISE不只是一个锻炼的场所,ENGAGING PEOPLE INTO ASSISTED AND SOCIAL FORMs of EXERCISE通过锻炼拉近人们距离建立联系,PERSONAL TRAINING私人教练,TEAMTRAINING小组训练,SPO
32、RT EVENT TRAINING运动比赛训练,GROUP FITNESS团操,CREATING BONDS创造联系,90% of all exercisers report that they would prefer to work out in a group1 90% 的运动者都希望在一个团队中训练1,MAKING EXERCISE SOCIAL让锻炼具备社交性,BENCHMARK FOR HIGH-PERFORMING FACILITIES,Members who attend Group Exercise (GX) use their facility 1,75 times per
33、 week compared to IHRSAs figure of 0,9 member visits a week, on average. GX is cited as the biggest influence (40%) on how long people remain a member of a fitness facility.GX member retention rates are higher than other member retention rates, on average.60% of people rate GX as the #1 service they
34、 specifically look at when choosing a gym.2Satisfied GX members refer people 3 times more than other members.参加团操课程的会员每周平局去俱乐部1.75次，普通会员平均到俱乐部0.9次. 在保持会籍长度中，团操课程对会员有最大的影响力(40%).团操会员平均续费率告诉于普通会员.有60%的人表示自己在选择俱乐部是会特别考察团操课程对团操课程满意的会员，介绍其他人入会的比例是普通会员的3倍.,THE POWER OF THE GROUP EFFECT团队效应的力量,THE PARADOXE
35、悖论,Many facilities worldwide are being hurt by low-budget competitors. At the same time, there are successful new fitness models based on group training.世界上喝多健身俱乐部正在被低价建设机构侵蚀与此同时，以小组训练为基础的新型健身商业模式正在获得成功，价格昂贵.,There is absolutely a commercial connection between group fitness attendance and long-term
36、profitable facilities!长时间盈利的俱乐部和成功的团操课程存在这必然的商业联系!,THE BOTTOM LINE IS:Group Exercise attracts MORE MEMBERS, who attend more often, REMAIN LOYAL and attract new members THEMSELVES!基本线:团操课程吸引更多地会员, 经常参加团操课程的会员,很忠诚地续费 并且自己帮你招揽新会员!,PERSONAL TRAINING私人教练,A big focus and passion for most managers.经理们的重点和热
37、情所在.A great way to provide members with more results and motivation.可以更好地为会员提供激励的健身效果.Can be a good source of secondary revenue.是很好的第二收入来源.,59,THE HOLY GRAAL OF THE FITNESS INDUSTRY健身行业的圣杯,TEAM TRAINING小组训练,Why such a success?为何如此成功?,TEAM TRAINING小组训练,CAPITALIZING,HIIT,ON THE,OPPORTUNITY,最大化利用高强度间歇性
38、训练的机遇,6-week intervention can HIIT/LES MILLS GRIT Series improve the fitness and health of fit adults? 6周的时间HIIT/LES MILLS GRIT 课程能够改善成年人的身体状况吗？,*Cardio could be a combination of Les Mills BODYATTACK, BODYCOMBAT, RPM or BODYSTEP*有氧训练可以是 Les Mills的 BODYATTACK, BODYCOMBAT, RPM or BODYSTEP,PENN STATE U
39、NIVERSITY RESEARCH宾州大学的调研,THE SCIENCE BEHIND THE SWEAT汗水背后的科学,We collected data on blood, oxygen, fat and strength.我们收集血液、氧气、脂肪和力量的数据,THE SCIENCE BEHIND THE SWEAT汗水背后的科学,THE RESULTS结果,TriglyceridesDecrease甘油三脂下降,Oxygen Consumption increase耗氧量,Body Fat decrease体脂比例,Back Strength increase背部力量,Waist Ci
40、rcumference decrease腰围下降,3.1%,1.7%,0.8%,8.4%,1.0%,14.5%,6.4%,2.1%,21.9%,2.5%,-11.4%,+4.7%,-1.3%,+13.5%,-1.5%,GROUP 1No GRITTM,GROUP 2GRITTM,DIFFERENCE差距,ARE YOU READY FOR THE MILLENNIALS?面对新一代的消费者，你做好准备了吗,STAYING做个,RELEVANT潮人,RE-INVENTING OURSELVES再创造自我,As an industry, we need to keep innovating to
41、find more ways to attract new customers into exercise facilities and to increase members engagement.作为一个行业我们要保持创新，找到更多的方式去吸引客户加入健身场所并且提升会员投入度It critical to keep the industry fresh, relevant and competitive in the decades ahead as competition increases, populations change, technology and medicine red
42、efine what is possible.在未来数十年内，竞争加剧、科技和医疗重新定义可能性。保持行业新潮、具备竞争性时很重要的，,Get them to embrace a new lifestyle.让他们拥抱新的生活方式.,1,2,3,CREATING EXERCISE ADHERENCE SELF-MOTIVATION:Teach how to set up goalsSELF-EFFICACY: Eliminate fear,manage expectations, adopt a step-by- step approachSOCIAL SUPPORT AND FEELING
43、OF BELONGING TO THE GROUPENJOYMENTCORECT LEVEL OF INTENSITY,创造健身持续性自我激励:教导如何制定目标自律: 消除恐惧,控制预期，采取逐步进去的途径社交性支持并建立团队感愉悦感纠正强度,1.SHIFT FROM SELLING MEMBERSHIP TO COACHING TO GET HEALTHY/FIT, HELPING ACCESSING A NEW LIFESTYLE, NAVIGATING CHOICES ETC,2. NEEDS ANALYSIS FOCUSED ON GOALS, AVAILABILITIES, PREF
44、ERENCES, SELF-MOTIVATION,BUDGET,3. PRESCRIBE A PLAN FOR HEALTH BEFORE INCLUDING ACTIVITIES IN AND OUT OF THE GYM WHEN RELEVANT,5. CELEBRATE AND REWARD,4. FOLLOW-UP AND FOLLOW THROUGH ! MEMBERSHIP CONSULTANTS ARE RESPONSIBLE FOR ATTENDANCE OVER THE FIRST 12 WEEKS PROCESS, TOOLS, TRACKING SYSTEM,ONE M
45、ORE THINGENGAGED STAFF,还有一件事投入的员工,“HAPPY, ENGAGED AND LOYAL STAFF MAKE HAPPY, ENGAGED AND LOYAL CUSTOMERS.” SOUTHWEST AIRLINES,“快乐，投入而忠诚的 员工创造快乐，投入而忠诚的客户.”,v,The most successful businesses in the world care about more than just making money!世界上最成功的企业关注的不仅仅是钱!,“Love your employeesLove your customersL
46、ove your suppliers” FirmS of endearment“爱你的员工爱你的客户爱你的供应商” 爱的企业,STAND FOR SOMETHING.CREATE A CAUSE, NOT A BUSINESS. GIVE YOUR TEAM SOMETHING BIGGER THAN THEMSELVES TO FIGHT FOR, SOMETHING THEY CAN BE PROUD OF.,为一项事业奋斗建立一份事业而不是生意. 给你的团队值得他们骄傲的使命一份高于他们自身的使命。,Make peoplefall in lovewith fitness and theywill stay with youfor ever!,Christophe Andansonchristopheplanet-+33 6 60 34 86 77,让人们爱上健身他们就会永远跟随你！,
