1、REMAINING COMPETITIVE AGAINST LOW-BUDGET FACILITIESAND OTHERS,24/10/2014,在低价及其他健身机构面前保持竞争力,WORST NIGHTMARE:,YOU WAKE UP ONE DAY TO FIND A COUPLE OF LOW- BUDGET FACILITIES ARE COMING TO TOWN AND OFFERING MEMBERSHIPS AT A FRACTION OF WHAT YOUR RATES ARE.,ITS EVERY GYM OWNERS,对于每个俱乐部老板老说,最恐怖的噩梦:,你某天忽然发
2、现一家低价健身场所将来到你的地盘 而且他们的会籍费只是你的几分之一.,LOW-COST GYMS HAVE THE MID- MARKET HEALTH- CLUBS IN THEIR SIGHTS,低价健身俱乐部会把中等健身俱乐部放在自己枪口下,20%,FitSpace is their first gym,80%,Previous gym experience,PREVIOUS GYM EXPERIENCE VISUAL INSIGHT RAY ALGAR 2011,Results效果,Support协助,Enjoyment,Facilities,Cost,Attendance使用率,Lo
3、cation位置,3%,3%,6%,11%,14%,26%,26%,0%,5%,10%,15%,20%,25%,30%,ILLUSTRATES THE MAIN REASON FOR LEAVING,Unsure,More than a year,7-12 mnths,4-6 mnths,0-3 mnths,Membership Duration会籍时长,0%,5%,10%,15%,20%,25%,35%,30%,5%,16%,18%,28%,33%,HOW LONG DID PREVIOUS MEMBERS KEEP THEIR MEMBERSHIP?之前的会员的会籍时长是多少？,第一次使用
4、健身房,之前有使用过健身房,会员对健身房使用经验的统计RAY ALGAR 2011,人们退会的主要原因,After years of having a status quo situation, with not much disruptive thinking and innovations, low-budget clubs are challenging existing facilities to re-examine their own member proposition and to raise their game.在数年的无创新与维持现状后, 低价俱乐部正在挑战原有俱乐部，让
5、他们重新审视自己并且提升自我.,AS SCARY AS LOW BUDGETS CAN BE, THEY ARE A GOOD THING TO THE INDUSTRY.虽然低价俱乐部很恐怖, 他们对行业却是好事.,Theyll pay less for less service because at least then theyre not being overcharged,UNSATISFIED MEMBERS CAN GO ONE OF THREE WAYS,They drop out of ourindustry altogether,BUDGET GYM低价俱乐部,YOUR C
6、LUB你的俱乐部,MICRO-GYM/PREMIUM OFFER工作室/高端店,Theyll pay more in the hope that this club might actually provide something that delivers on its promise,不满意的会员要可以做出的三个选择,他们花更少少的钱，享受更少的服务。这样起码不会被“宰”,他一同离开俱乐部这个行业,他们花更多的钱，希望获得应该获得的服务,PEOPLE CRAVE SOCIAL CONNECTION,人们渴求人际交往,ALL THE STARS ALIGNED.WE ARE IN A GRE
7、AT PLACE TO BE THE ONES FILLING UP THESE NEEDS,万事俱备.我们所处的可以满足人们的需要,Growing membership is toughAfter 3 years, the membership doesnt grow anymore in most facilities and the pressure is on to not step backNew member acquisition is a constant challenge The competition is continually increasing, leading
8、to a serious price warCost of new member is highWe struggle 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 ARE BEING CHALLENGED事实：我
9、们中的大多数都面临挑战,扩张会员总数很难 1经过三年后会员总数没有增长，主要压力是不要退步2获得新会员一直是挑战3竞争加剧变成了价格战4新会员与新员工的成本很高5让人们加入健身俱乐部是很难的，所有国家的总人口中健身俱乐部会员都不超过17%, 市场渗透率达到10.5%就可以在任何国家跻身前10的位置。,The world is facing a great holistic health challenge and our industry is perfectly positioned to play a big part in the solution. We are the exact o
10、pposite of the cigarette and junk food companies and we have an intimate relationship with a large percentage of the worlds wealthiest people, but they are often smarter than us!,WHAT CAN THE FITNESS INDUSTRY DO?健身行业该做什么?,全世界都面临全面健康问题而我们的行业正好可以提供解决方案。我们是烟草公司和垃圾食品的对立面，我们和这个世界上最富有的人中的很多人都有紧密的关系，但是他们往往
11、比我们聪明!,PHILIP MORRIS是世界第一大烟草公司,MCDONALDS麦当劳,YES, THE AVERAGE ATTENDANCE PER MEMBER IS 1.9 VISITS PER WEEK BUT66% MEMBERS USE THEIR CLUB ONLY 1 TO 1.9 TIMES PER WEEK43% USE IT LESS THAN ONCE A WEEK,xx5225511224111,101,2008,2009,2010,2011,2012,89,102,91,98,87,102,91,99,88,Average attendance health-clu
12、b members,Average attendance health-club consumers,AVERAGE U.S. HEALTH -CLUB ATTENDANCE - MEMBERS AND CONSUMERS,U.S HEALTH-CLUB ANNUAL ATTENDANCE BY NUMBER OF DAYS,2010,2011,2012,MOST MEMBERS DONT COME OFTEN ENOUGH,FACT,YES, 会员的平均到店率是每周1.9次但是66% 会员 每周使用俱乐部1到1.9次43% 会员每周使用俱乐部不到一次,xx5225511224111,101,
13、2008,2009,2010,2011,2012,89,102,91,98,87,102,91,99,88,会员平均到店率,消费者平均到店率,美国俱乐部会员及消费到店率,美国会员年度到店天数,2010,2011,2012,大多数会员来店不够频繁,事实,LOW ATTENDANCE EQUALS LOW PERCEIVED VALUE AND LOW MEMBERSHIP YIELD,到店率低就是会籍价值低，也就等于会籍购买欲望低,THE LOW BUDGET BUSINESS MODELIS BASED ON A PARADOXE,THE PARADOXETo have asmany memb
14、ersas possiblepayinga monthly fee to club and in the same time: To have asfew membersas possiblevisitingthe club on a regular basis.These clubs are not made toaccommodate all their members, they know this, they bank on this . this is not honest business for the fitness industry.Which business could
15、be based on the fact that their customers will not come very often to make their business possible?,低价俱乐部的商业模式是一个悖论,悖论尽可能多地招收会员到一家店面，同时希望会员尽可能少地来店定期锻炼.俱乐部不可能承载所有会员,老板知道,他们靠这个盈利，这不是健身行业内诚实是模式.哪个服务场所是靠他们的顾客不经常来而成功的?,We are a stagnating industry and we have started to turn into ourselves - We are fight
16、ing for the same customers (segmentation) instead of innovating to attract new ones我们的行业停止不前，并且只是彼此竞争- 争取相同的客户，而不是通过创新而吸引新人加入。,US: 15 millions new members join every year, 12 millions leave,美国每年1500万人加入俱乐部，1200万人离开,AS WITH EVERY OTHER INDUSTRY, THE LOW-COST GYM SECTOR IS GAINING MOMENTUM像其他行业一样，低价俱乐
17、部更具发展势头,AND GAINING MARKET SHARE 快速获得市场份额,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 the largest fitness chain in Germany with 140+ c
18、enters 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 market leading 17 brands (by membership),RAPIDLY,Planet Fitness 美国 在2008年 = 268 家分店 ， 在2012年底 = 600+分店。价格 $10.00 to $19.99 获得一张会员卡7家德国
19、低价俱乐部拥有市场上54%的会员数量。德国的McFit 德国最大的俱乐部140+ 俱乐部and 超1百万+会员(每家店7200+会员英国 2013初年有超过150家低价健身俱乐部，2013年底应该超过225家,德国俱乐部市场17大领先品牌（会籍数量）,LOW-COST GYMS ARE CHANGING THE FACE OF THE INDUSTRY,低价俱乐部正在改变行业面貌,A LOW-BUDGET STRATEGY IS NOT ONLY ABOUT PRICING 低价俱乐部策略部仅仅是低价,MYTH 1,误解1,BEING A LOW-BUDGET BUSINESS DOESNT
20、MEAN BEING INFERIOR低价不等于低质量,MYTH 2误解2,THE BOTTOM LINE IS底线是, 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 organizational philosophy.低价俱乐部的模式根本就不是中等降价加减少服务.它是一种世间通用的组织理论.,TO CREATE A NEW AND EXCITING CON
21、SUMER PROPOSITION THAT FUNDAMENTALLY DISRUPTS THE RULES UPON WHICH THE INDUSTRY WAS FIRST BUILT,6 CHARACTERISTICS 6 个特征,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 INDUS
22、TRY PRICE POINT,HEAVY TECHNOLOGY AND WEB USE,GYM-LED PROPOSITION,低价俱乐部的定义,自助服务体系,24小时经营,可以一个人运营俱乐部的能力,健身区为主导,大量使用科技和网络,比行业平均价格低50%,And structured both their customer offering and business systems to meet those needs,SUCCESSFUL LOW-COST GYMS HAVE IDENTIFIED UNMET NEEDS WITHIN THE POPULATION OF POTENT
23、IAL MEMBERS,成功的低价俱乐部发现了人群中潜在客户的需要那些未被满足的需要,通过构建客户服务和商业系统来满足这些需求,6 UNDERLYING CONSUMER DRIVERS BEHIND THE LOW- COST SECTOR,MARKET DRIVERS FOR A LOW-COST GYM,AFFORDABILITY,SIMPLICITY,CHANGING CONSUMER,CONSUMER SENTIMENT TOWARDS LEGACY CLUBS,SPORADIC ATTENDANCE TO LEGACY CLUBS,DIGITAL INFRA-STRUCTURE,6
24、 低价俱乐部消费者潜在驱动因素,数字科技为基础架构,简单,可负担性便宜,改变着的消费者,消费者对传统俱乐部的不满,传统俱乐部底下的会员出勤率,AS WITH MANY OTHER INDUSTRIES, THE MIDDLE MARKET IS UNDER ATTACK FROM BOTH THE LOW-COST AND PREMIUM SEGMENTS,就像其他行业一样中等俱乐部被低价和高端商业模式两面夹击,Theyll pay less for less service because at least then theyre not being overcharged,UNSATISF
25、IED MEMBERS CAN GO ONE OF THREE WAYS,They drop out of ourindustry altogether,BUDGET GYM低价俱乐部,YOUR CLUB你的俱乐部,MICRO-GYM/PREMIUM OFFER工作室/高端店,Theyll pay more in the hope that this club might actually provide something that delivers on its promise,不满意的会员要可以做出的三个选择,他们花更少少的钱，享受更少的服务。这样起码不会被“宰”,他一同离开俱乐部这个行
26、业,他们花更多的钱，希望获得应该获得的服务,AVERAGE MONTHLY MEMBERSHIP FEE,PREMIUM,MID-MARKET,LOW COST,$20 PER MONTH,$25 - $99 PER 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中等市场被挤压,MA
27、RKET POSITION,2010,2015,YEAR年,平均每月会员费,高端,中等,低价,20美元,25-99美元,每月超100美元,有些俱乐部会尝试回到高端服务,有些倒闭有些出售,有些转为低价,2015年的市场结构说明,中等市场,市场定位,2010,2015,到,MICRO-GYMS ARE GAINING MASSIVE MOMEMTUM QUICKLY, DEPSITE THEIR HIGH PRICES.,CROSSFIT 9,000 clubs $200+ per monthORANGE THEORY $23 per class/$159 per monthSOULCYCLE $
28、34 per class PURE BARRE $295 per month,尽管价格昂贵，精品工作室的势头十分迅猛,CROSSFIT 9,000店 会费每月超200美元ORANGE THEORY 每节课23美元/159 美元每个月SOULCYCLE 每节课34美元PURE BARRE 每个月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 EQUIP
29、MENT,GREAT FITNESS CLASSES TO MUSIC,MY 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 the single main reason for why people attend their current fitnes
30、s facility remained at number one however,1,and represents the largest controllable factor for operators to drive more people into facilities.,GREAT FITNESS 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 DRI
31、VES PEOPLE INTO FITNESS FACILITIES什么让人们进入健身场所,位置 是人们到店的第一原因(50%),负担得起和比较划算 只排在第6和第11俱乐部老板需要把重点从打折和低价上转移.,非常棒的健身课 位列第二,这因素对于俱乐部来说是可控制的.,Micro-gyms are extremely popular with the new generation of customersthe millennials,They are from typical multi-purpose fitness centers他们正在从传统，多用途健身房中离开NIELSEN 2013
32、: Preferred exercise spaces are shifting. Large multi-purpose gym/fitness center/health clubs are losing market share quickly to new business models, in particular micro-gyms. SMALL BOUTIQUE GYMS with a single activity are now the 2nd most popular venue for; fitness classes to music indoors, group t
33、raining indoors and working out with a personal trainer.尼尔森公司2013统计: 收欢迎的健身场所正在变化. 大型多功能健身房、健身中心正在失去市场，客户正走进微型健身房和精品工作室从事单项课程的小型精品健身房现在是第二收欢迎的健身场所；在室内从事舞蹈、小组私教、私人教练培训,对于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 authenticity in
34、 their workout and want to be with like-minded people. Purpose-driven, dedicated types of spaces are best suited to achieve those things精品工作室被认为更酷，通常提供更好的体验.85后90后们渴望健身真实有效，也喜欢和同样的人待在一起. 拥有极强目的性的专项空间，非常能够满足他们的需要,I have heard friends say “now that I know about cross fit, I will never go to the gym ag
35、ain” these friends are ex-gym junkies as well. I reckon the big box is a dying industry,我听到朋友说他们试过CrossFit以后就不想去健身房了。这些朋友原来都是健身狂。他们觉得大型俱乐部正走向死亡,CrossFit has built powerful, hardcore workout experiences, ranging in feel from elite to grunge,CrossFit拥有强大的、高能量的健身体验， 这种感受适合各种人群,39,SOUL CYCLE IS DELIVERI
36、NG HUGE RETURNS,SoulCycle 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 enables boutiques to charge high prices and achieve high utilizat
37、ion even on a pay-per-use model课程体验很好所以它可以高收费，即使按次付费也有高出勤率,We estimate a top end Soul Cycle does $2-3m EBITDA on a $0.5-1m initial investment我们预估一家店一年成本为2-3百万，前期投入为1百万美元,* SoulCycle charge $34 for a single class in NYC or offer various packages ranging from $165 for 5 classes to $850 for 30 classes.
38、 This figure does not include additional revenue from shoe hire, apparel sales etc.* 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 service
39、 clubs店面小所以成本低，相对于一般俱乐部花销小,SOUL CYCLE 正在享受丰厚的回报,$503万美元,defining characteristics of BOUTIQUE CLUBS精品健身工作室的特征,Distinctive brand and clear consumer proposition明显的品白，清晰的客户定位,Social “experience” based exclusively around GX or Team Training通过团操和小组提供独特的社交性,Authentic, refined studio environments纯正的精炼工作室环境,
40、Premium and flexible pricing高端而灵活的定价,THEY TELL A NEW STORY.THEY ARE DISRUPTIVE他们在写下新的故事，他们具有破坏性,ATHLETE,LEGEND,WARRIOR,RENEGADE,ROCKSTAR,SOULCYCLE,运动,传奇,战士,叛徒,摇滚明星,growth OF BOUTIQUE CLUBS is likely to continue精品工作室将会继续增长，在美国快速发展,Micro-gyms have rapidly built strong positions in the US market, and h
41、ave ambitious expansion plans ,“currently 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 locations in the US and Canadarapidly escalat
42、ing growth includes 39 franchises awarded in the past 60 days” - Orange Theory press release, May 13,“if youre reading this in Britain and wondering when you too can shed excess pounds with SoulCycle itll be coming to London in 2014” - The Guardian, Mar 13,47,Existing clubs unable or unwilling to re
43、-invent themselves will progressively look poor value, out-of-touch and ultimately irrelevant不愿意或者无能力革新自己的俱乐部将会越发显得过时，落伍，最终被淘汰,THE REALITY事实,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
44、 groups and in-house solutions such as WII and add entertainment and social connection to exercise具备竞争力的行业精华速度快于我们- 健身房面临全新形式的竞争，户外训练营式健身课，家用游戏机增添体感、互动、社交功能,THE WORLD IS,CHANGING世界在变化,CUSTOMERS ARE CHANGING.ARE YOU READY FORTHE MILLENNIALS?消费者在变化.面对新人类你准备好了吗?,THE MILLENNIALS,The biggest generation e
45、verUSA: 98 M; 20 M bigger than Boomers 50% of the worlds population, including 25% of the entire USA population, is under 25 years 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 d
46、oing gym-type activities are Millennials.,36% are 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,人数最多的一代美国: 98 00万; 比60后70后多200万世界人口总数的50% 美国人口的25%低于25岁Nielsen 201381% of 千禧一代(18 到34岁
47、) 锻炼或者想锻炼(60后-70后中只有61%)76% 的定期锻炼者是 千禧一代做健身房式运动的锻炼者中一半是千禧一代.,36% 现在没有，但是希望锻炼;,20%,45%,36%,20% 无兴趣锻炼,45% 定期锻炼,FITNESS CLASS ACTIVITIES*,GROUP TRAINING INDOORS,FITNESS CLASSES TO MUSIC - INDOORS,YOGA,PILATES,DANCE,WORK OUT WITH PT,FREE WEIGHT,WEIGHT MACHINE,CARDIO MACHINES,BOXING,* Fitness class activ
48、ities defined as Group training indoors OR Fitness classes to music indoors 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%,1%,MILLENNIALS DOMINATE ALL FITNESS ACTIVITIES FROM FAR.,健身课程*,室内小组私教,音乐健身,瑜伽,普拉提,舞蹈,私教,自由力量,力量器械,有氧,拳击,18-34 岁,35-54 岁,55+ 岁,46%,39%,27%,10%,5%,5%,19%,11%,
