Fitness club planning book

This article directory 1 fitness club planning book 2 fitness club planning book 3 fitness club planning book article 1: fitness club planning book

First, the status quo and development trend of fitness clubs

With the development of China's market economy, people's living standards have gradually improved, people have the awareness of "want to spend money to buy health," and the concept of healthy living has become more and more popular. The fitness club is a business organization that provides comprehensive sports services to the public. Joining the health club for your own health has become the best way for people to achieve their healthy lives.

Since the 1980s, with the extensive establishment of health clubs of all sizes in China, it has also brought us a new concept of fitness, which has enabled the development of aerobics, bodybuilding projects, etc., and derived some new ones. Fitness programs such as hip-hop, pedal exercise, Latin aerobics, jazz aerobics and yoga, gymnastics, etc. These new fitness programs not only bring a healthy body to the public but also become a fashion that people of all ages pursue together.

Nowadays, many cities in China, especially in Beijing and Shanghai, have seen many fitness clubs of all sizes, but the number of clubs is far from meeting the needs of the market, compared with the population and consumption levels of these cities. The development time of the fitness club in China is still relatively short, and the level of the club is uneven. Therefore, as long as there is a good market positioning and advanced management methods, it is believed that the fitness club will have very good development potential and market.

Preparation of the second fitness club

1 Group management and project analysis

The formation of clubs is generally divided into hardware, software, and management teams, which are the key to the success of the club. The general manager, the selection of financial personnel and the formation of the teaching team should be as professional, dedicated and united as possible.

The coaching staff is the key to organizing the coaching team.

The teaching team refers to equipment instructors, equipment services and aerobics instructors. At present, most of the clubs in China have the following problems:

There is no fixed teaching team and no dedicated professional teaching management staff.

There is no fixed teaching content and lack of teaching evaluation.

There is no effective training system and a team of training teachers.

The quality of teaching staff is uneven.

High-quality teaching team is the key to guarantee the development of club operations, *** service, and *** renewal. At the same time, teaching advantage is also one of the key factors to ensure the competitiveness of the club. Therefore, the teaching team, especially the manager of the coach, should be selected. Give enough attention.

3. Choose the right venue for the club.

1, location

The club management has obvious regional characteristics, that is, the range of 3-6km around the club is its main customer service area. The opening position of the club is roughly divided into commercial area, office area and residential area. The location of the club should be determined after analyzing the surrounding people flow and income status.

2. Property conditions

1 site area

Generally, you need to know the area of ​​use. Usually, the area is 800m2 or less for small clubs, 800-1500m2 for medium clubs, and 1500m2 for large clubs.

2 gym space

The height of the gym and the distance between the columns are the key to whether the fitness club can attract the bodybuilder. The fitness club is mainly open and large, with a height of more than 3m to ensure a good visual and training space. The size of the column spacing affects the utilization effect of the aerobics hall. Generally, the 8m spacing is more common.

3 gym design

With the cooperation of professional designers, it is an indispensable process to understand the relevant parameters to determine whether the property conditions are suitable for opening the club.

Fourth, the way to cooperate with the property

lease

Pay attention to the payment method of the rent and whether it includes the cost of the property, the cost of water and electricity, and so on.

Flow into water

The venue fee is drawn at the agreed percentage based on the club's flow of water.

Joint venture

Co-founding clubs in the form of venue shares, gaining venue revenue based on profits. The above are three common forms of cooperation between clubs and properties, which should be determined based on factors such as financial strength, confidence in the local market, and management level.

Five organization design and decoration

Club layout design

The layout of the club and the area ratio of each area are the key to the success of the club design. Divided by region:

Front desk

Rest area: reading, merchandising.

Aerobics Hall: One or more aerobics halls are set according to the overall area and teaching strength of the club. The internal equipment should have independent sound, mats, pedals and other equipment.

Instrument area

Dressing area: There are lockers, shower areas, and bathrooms.

Club equipment design

Professional design for water, heating, electricity, air conditioning, fire protection, etc.

Six club decoration style design

The first step is to determine the club's style through material selection and primary color.

The second step, construction tendering, renovation.

The third step, the interior decoration. Use the murals to create a fitness atmosphere, and set the coach's introduction bar, *** information bar.

Seven, weaving purchase fitness equipment

Equal weight training equipment, including equipment that trains muscles in a specific part of the body.

Free training equipment, including bench presses, barbells, dumbbells, etc.

Aerobics equipment, including mats, dumbbells, pedals, fitness balls, etc.

Computer, TV, telephone, audio and other equipment.

Employee clothing, *** gifts, promotional materials, etc.

Eight, domestic fitness club license processing program

At present, there are no complete regulations and industry regulations on business fitness clubs in China, but they can be handled as follows.

Before the club operates, it shall handle the relevant procedures such as business license, sports hall operation permit, tax registration, and health and epidemic prevention registration.

Application of computer management software.

The club realizes computer management to complete fitness card management, locker management, and cash register management. The business status of the club is reflected in the computer information. The manager can obtain first-hand data conveniently, quickly and accurately, thus facilitating the flexibility of the manager. management.

Nine employee recruitment and training

1. The general personnel structure of the fitness club is as follows:

Venue manager sales staff coaching team finance staff

Administrative staff

Recruitment steps:

Post recruitment information.

The corresponding personnel are selected for preliminary screening.

Conduct relevant assessments and interviews for selected personnel.

Negotiate the rights and obligations of both parties in labor and capital.

Sign the relevant contract.

Recruitment requirements

General: name, gender, education, place of origin, health status, work experience and experience.

Professional situation: can be divided into professional knowledge and professional skills.

try out. Applicants are required to participate in the actual work and assess their ability to work.

Ten Personnel Management

Staff and Coaching Training: When the required personnel are involved in the work, they should be trained. The training should include several aspects: professional ethics, professional knowledge, practical work skills, team spirit and cooperation spirit, and instill the corporate purpose.

Encourage mechanisms. Encouragement is an effective means to stimulate the initiative of employees within the enterprise and to expand the efficiency and energy of the enterprise. It is mainly embodied through management provisions and systems. It includes job and treatment changes, spiritual rewards, material rewards, and more.

Evaluation of the manifestation. Quantitative assessment of the workload, work efficiency, quality of work and interpersonal relationships of each employee of the club.

Such as: the establishment of attendance systems and forms, the establishment of work assignments and completion assessment forms, etc., especially the evaluation of fitness club customers is very important.

Positioning of the eleven fitness club

, fitness club price positioning

1, the determining factor

1 Club's return on investment, based on the club's total investment, expected rate of return, *** development forecast to determine the basic price of the annual card.

2 The reference price of the equivalent club, the price is determined by investigating the price of the club of the same size and service level.

3 According to the characteristics of the club, such as: the coach team's excellent, special facilities, etc. to determine the price.

Common price system

The domestic price system is divided into two types: the *** system and the card-making system. The club currently adopts the card-making system.

*** system: must pay a certain amount of membership fees, while limiting the identity of the membership.

Carding system: In recent years, the domestic *** system is actually a card system, in which the common settings of fitness cards are classified:

Classified by time: monthly card, quarter card, half-year card, annual card, record card, etc.

Classified by service period: gold card, silver card, emerald card, diamond card, etc.

Classification by site use peak period: for full use, it is divided into peak period card, off-peak period card, single number card, double number card, and so on.

Market positioning of fitness clubs

1. Determine the core customer base of the club according to the club's hardware, software conditions and market conditions.

2. In the operation of the club, it is necessary to adhere to the consistency of the market, and to be aware of the situation and not to follow others.

3. Do not compete on price and establish a market.

4. Concentrate on strengthening the existing ***.

Twelve, the pre-sale strategy of the fitness club

Choose the right promotional media

The club's external response and information is based on relevant media, and he is directly related to the survival and development of the club. The media can be roughly divided into:

Print Media

Mainly newspapers, magazines and related printed products.

Electronic media

Mainly TV, radio, internet-based.

***Impact

Mainly the ability of the club to spread.

organization

***Visit the club

The main process: appointment guide to visit to discuss the meaning of fitness, the first training time to follow up.

reservation

Greetings, setting the tone, and paying attention to the skills of telephone conversation.

Guided tour

This is a very important part. The visit of the guests to the club will have a direct impact on whether they decide to join the club. In order to let people know more about the club, the front desk staff should take the initiative to guide the guests to visit the open area of ​​the club. Please pay attention to the following points when visiting:

Before the visit, guests should first ask the guests to fill out a “Guest Survey Form for Guests”. If the guest raises an objection, they should explain to the guests that the form is for your specific situation, suggest and provide a service or training method that is more suitable for you.

Visits should follow the pre-established route.

The guide should walk in front of the guests.

When stopping to introduce, the guide should stand in front of the guest's left front and maintain an appropriate distance. When introducing the venue to the guest, the left hand should be extended and the palm should indicate the target.

When passing the door, you should first open the door for the guests, let the guests advanced, and then keep up.

Spend more time in places that are of interest to guests.

Don't panic, you can't watch the watch.

If the guest's shoes are not suitable, they should be put on the shoe cover.

Guests are not allowed to take photographs in the fitness centre without the permission of the manager.

Try to make a first visit and ask for sales to show potential *** discounts or promotional items.

Discuss the meaning of fitness and provide price.

Actively and enthusiastically communicate the benefits of fitness to the guests, actively guide the guests to think about the connection between health investment and health, and at the right time, clearly explain the price of each service item of the club, and explain the price and value ratio.

Appoint the first exercise time

When accepting a new ***, you should take the initiative to understand the customer's requirements and agree on the first exercise time at the customer's most appropriate time.

It is worth noting that the person in charge tells the customer to tell the best time for the exercise, while respecting the customer's schedule and wishes.

Follow-up of sports

Get timely feedback from *** or potential customers after the first exercise and analyze them. If there are problems in the fitness process, answer them in an emergency and strengthen their belief in fitness. After the guests become ***, they still need to contact them, let them feel that you are their friend, so that they can integrate fitness into their own lives.

Thirteen pre-sale promotion methods:

In the early promotion of the club, the club will be used to the effective method of membership promotion, in the past sales experience.

The sales of the summary membership are focused on “face-to-face” sales, and face-to-face sales will be very good.

The effect, the sales of the booth just in line with the characteristics of membership sales. The club chooses during the exhibition promotion

Locations are generally concentrated in people and in line with club consumption levels, such as: shopping malls, writing

Words, apartments, etc., sales are face-to-face sales.

a exhibition content: the club's print image and the transmission of text information, on-site sales club

Membership.

b packaging: In addition to the club image, such as display panels, roll-ups, tables and chairs, printed materials, etc.

Sales staff must undergo rigorous training, uniform dress, and the situation of the club is very

solution. The overall effect should fully reflect the club's high-quality, distinctive image characteristics.

c Site selection: The club will still have strong geographical restrictions in the early stage, so after frequent investigations of surrounding communities, office buildings and shopping malls, there are the following publicity sites for exhibitions.

Part 2: Fitness Club Planning Book

General Manager of Organizational Structure and Layout Club of Fitness Club Management

Operation Manager; Customer Service Specialist Cleaning Staff Repair Front Desk Cashier

Membership Manager: Membership Advisor

Team Operations Manager: Team coach

Coach Manager: Personal Trainer Equipment Tour Lifeguard Swimming Coach

Fitness club functional area division

Reception lounge area: Reception water bar sales department member rest reading area

Training area: Cardiopulmonary training area and other weight equipment area

Free weight instrument zone stretch zone

Aerobic exercise room, dynamic bicycle, sub-health test area, swimming pool

Dressing area: shower dressing area public restroom

Office Area: Sales Office Coach Office Operations Office Manager Office Treasury

Fitness Club Personal Coaching Service Profile

The personal trainer is referred to as personal training. It refers to a fitness coach who provides one-on-one paid guidance in a fitness club and provides professional fitness services. The personal trainer's job is to develop a professional and personalized fitness program based on the member's physical and physical conditions, taking into account the members' needs and fitness goals, and to help members achieve physical and mental health with safe, standardized, scientific and effective training methods. aims.

Personal trainer's service features and benefits: better fitness

Personal trainers can make you more secure. Personal trainers can personalize your guidance. Personal trainers can give you the motivation to exercise.

Have a personal trainer to keep your fitness process continuous. Personal trainers can develop a nutritional diet plan for you.

Personal trainers can provide you with stretching and relaxation after exercise

Personal trainers can help you reach your fitness goals faster and increase your confidence

Fitness club marketing plan

Market development: personnel promotion

Advertising Promotion Internet Promotion {SMS Newsletter, WeChat 58 City, etc. Post}

Market positioning and membership card establishment: According to the location of the clubhouse, the business district, and the surrounding market and the club itself, the correct market positioning is made.

According to the potential membership intentions that have been obtained, the card types that can be sold well are determined.

The card types that can be seen on the general market are: one year card, two years card, 100 cards, 200 cards, etc., couple card family card, monthly card, season card

Experience Promotion: Open the “National Fitness Day” every month to invite potential members who have not reached the purchase, and potential members who are interested in fitness to the store experience. Counseling and explanation by professionals will deepen the other's fitness awareness and stimulate the other's desire to purchase.

Health club member maintenance

The new members will return to the phone within a week to let the members feel the club's attention to each new member.

Respond to members who have not exercised for 15-30 days, and ask the other party why they have not adhered to fitness and encourage them.

Old members introduce new members to the conference and give the old members some rewards. Organize an outdoor sports for old members every three months. Organize a health knowledge lecture every month. Old members will give a certain discount to the resumed meeting.

Cost and revenue budget

Part 3: Fitness Club Planning Book

At present, most fitness clubs in China's fitness industry are running poorly. Investors are unable to manage the income-generating benefits of management companies. The Golden Key 007 fitness planning management has the mechanism to integrate the experience of many successful managers with the scientific marketing method. It will be announced and implemented, including direct management of fitness clubs, education and training for employees in the fitness industry, entrusted management of fitness clubs, fitness club equipment and related product sales, corporate development planning, consulting management and market developer training. Club manager training, sales staff training and other services.

Our commitment:

Our entrusted management, no profit, no money

Our preparation and operation, you are not satisfied with the document does not take

Our skill training, you do not agree with the text does not take

How to choose a club

The location of the club has three main directions: one is the bustling commercial center; the other is the high-end community concentration; the third is the high-end real estate clubhouse. The first two must do their own full investigation and analysis. The third one is popular in the past two years. It is necessary to carefully analyze the text introduction and investment information provided by the developer, and must analyze the residents in the community.

It is not difficult to find a bustling commercial center or a high-end community. It is difficult to judge whether the value is suitable for opening a health club, and we often have multiple choices. In the end, how to make decisions is also a headache.

According to the author's experience, the value evaluation coefficient of site selection has the following indicators:

1, the surrounding environment:

Office/business building within 500 meters: commercial building level, number of floors, main company name, main labor professional nature, developability and potential, with or without matching;

Community situation within 3 km: community size, number of households and characteristics analysis, development capacity and potential, with or without support.

Note: Capability refers to the ease of market development; potential refers to the possibility of target groups entering the health club.

Analysis of the consumption of similar products around the perimeter: such as entertainment venues, cafes, beauty salons, etc.

2. Traffic situation:

Surrounding road analysis

Bus number analysis

3. Analysis of people flow:

It is mainly the traffic flow and traffic flow analysis of the roads facing the club's facade.

4. Supporting facilities

Water use: Whether cold or hot water is convenient

Grid conditions, communication network conditions;

Parking situation;

Out-of-store advertising space:

5, building hardware

The floor of the future club;

Simple planning for the future club: external landscape and internal functional area settings;

If it is not the bottom layer, you need to consider the bearing capacity of the floor;

Waterproof and water seepage capacity of the building;

Whether the opening of a fitness club will affect its life or business, and the unpredictable and predictable troubles in the future.

6. Competitive analysis

Analysis of similar products within 300 meters: number, scale, price, etc. of fitness clubs, establish a competition coefficient analysis table, find out the main competitors and do key analysis, it is best to have good countermeasures;

Alternative product analysis within 300 meters: analysis of other fitness, sports or leisure venues, such as spa clubs, sauna massages, bowling alleys, etc.

7. Land plot prospects

Whether the development value of the plot is in the future development strategy of the city.

8. Investment analysis

House rental price

Water, electricity, gas prices

Other preferential policies and conditions

Return on investment cycle

Investment risk forecast

Through these technical indicators, you can make an investment value analysis for each plot to get the value scores separately, so that you can easily select the address opened by the fitness club.

Initial marketing plan

1. Display the busiest sections with the largest flow of people within three kilometers of the club, recruit card readers and divide them into several groups, and lead the supervisors of each group to distribute free fitness cards to each corresponding section. The card issuer can immediately bring the interested customers to the club for consultation with the fitness consultant, prompting the customer to do the card at that time. 2, organize coaches, consultants, card issuers to the city's high-end office buildings and residential communities to issue leaflets, small promotional activities, physical testing, fitness consultation, etc., to explore potential customers. 3. The full-time consultants contact the relevant government departments, hospitals, foreign-funded enterprises and other units with high income and good efficiency to carry out activities to the club, and follow up and return to try to sign the group list. The price of a personal fitness card for a group can be flexibly set, and 500-600 yuan can be used. Because the real fitness to the club may not be 10% of the total number, and it is difficult to stick to it. Therefore, the price advantage of group cards is the most attractive reason for attracting companies or units to buy collectively. 4, the use of the city's major newspaper delivery stations to do advertising, save labor and save money, achieved a good publicity effect. In the process of pinning, the club staff must be required to supervise the newspaper courier to prevent fraud, avoid paying the delivery fee and not throw the leaflet out, resulting in waste. The normal operation stage of the club 1. Gradually reduce the strength of card issuance, and only keep some excellent card issuers to continue issuing cards in the best places; the team of full-time consultants gradually expands and forms a huge momentum like the insurance company marketing team, so that the club sales People are everywhere. 2, the media: TV, magazines still insist on brand advertising, and continue to carry out in the form of credit card or cooperation, so do more to do more. The newspaper released a large number of hard ads, telling the customer group the price advantage. Advertising that promotes the benefits of fitness and fitness, etc., is good for the entire fitness industry. We will never be the market cultivators and the industry's "good people", we must be the market's predators and harvesters. So when other clubs made soft propaganda in the newspapers, we launched a hard advertisement next to it, "grabbing food from other people's mouths." Then how to do hard advertising? To put it bluntly, it is to do the price appeal advertisement, tell the customer group XX club to celebrate the XX festival, and now introduce the annual card for XXXX yuan, limited to 100. It takes at least 8 months from the beginning of the club's opening to normal operation. Through the previous publicity and marketing work, the club will have a certain popularity. If a special event is held at this time, it will attract a group of former clubs to consult, but Those who do not have a card due to excessive price or other reasons will immediately apply for the card, because the opportunity for the customer is not to be missed. "Limited to 100" will of course never reach 100. Each time a hard newspaper advertisement is launched, its advertising effect can last for three days. In order to make customers who come to the club every day, they must launch advertisements in several major newspapers in the city, and launch them every three days to search all newspaper readers until sales fall. The ratio of the cost of newspaper advertising to the sales achieved by the club through advertising is 10%, that is, 4,000 yuan for advertising can get a return of 40,000 yuan. Today, Chinese fitness clubs are willing to pay for advertising, which can be said to be less than 5%. And there are very few specializing in the establishment of the marketing department, most of the sales are waiting for the rabbits, waiting for the customers to come to their own doors. As everyone knows, the fitness club is also a business. If you have an investment, you must have a return. The fitness club sells services. Since it is a sales, it must enter the market. It must have sales methods. The establishment of marketing department and the release of media advertisements are all in line with the needs of market competition. In the development stage, brand marketing and performance marketing are in full swing. Brand marketing is actually serving economic benefits. When our brand is deeply rooted in people's hearts, the economic benefits will reach a high level at the same time.