未來 - 健身健康行業(yè)不斷的機(jī)遇

1、“The Future - Progressive Opportunities In The Health & Fitness Industry” 未來 - 健身健康行業(yè)不斷的機(jī)遇,1,by Bill McBride,Summary,2,"The Future - Progressive Opportunities In The Health & Fitness Industry”As the world

2、around us evolves and changes, we must not only adapt, but be looking for opportunities to thrive with our business approach and business models.  Not only being relevant, but being an integral part our member’s liv

3、es will determine the winners from the losers. We will have a discussion about the macro trends occurring world-wide and the opportunities facing our industry in the near term and an exploration of how our near term act

4、ions can play a significant role in our success not only today, but tomorrow. 與時(shí)俱進(jìn)，積極參與行業(yè)的改變，了解行業(yè)趨勢，著眼未來This session will stimulate ideas of what you can do in the face of changes that are occurring with techn

5、ologies, business models and consumer behavior. 我會(huì)告訴你，面對科技，商業(yè)模式和消費(fèi)者行為的發(fā)展，如何應(yīng)對Review of Industry Trending 了解行業(yè)趨勢Overview of World Trends (Technologies, Medicine, Service, Member Analytics and changing Consumer Beha

6、vior) 全球健康，科技，服務(wù)行業(yè)的趨勢和對消費(fèi)者的分析Discussion about the proliferation of newer industry business models 討論新的商業(yè)模式Observations on the “missing pieces” within traditional club offerings 發(fā)覺傳統(tǒng)模式的不足Sharing on how w

7、e increase traditional club relevance and significance 討論如何讓傳統(tǒng)的健身房參與的更多，變得更重要Summary of potential new paradigms, strategies and tactics to act on 總結(jié)新的范例和戰(zhàn)略策略,Bill McBride,Bill McBride is a health club industry veteran w

8、ho started his full time career in 1986. He is currently President & CEO of Active Sports Clubs and BMC3, his consulting company. McBride is internationally recognized for his expertise on the industry, leadership, m

9、anagement, sales, sales management, marketing, excellence in operations and designing the customer experience. He recently completed 5 years of service on the IHRSA Board of Directors as Chairman & Ex-Officio. Bill1

10、986年就開始了自己在健身行業(yè)的旅程?，F(xiàn)在是Active Sports Club和BMC3的CEO，參與行業(yè)內(nèi)的咨詢業(yè)務(wù)。他在行業(yè)內(nèi)的管理，銷售，市場和客服方面都非常有經(jīng)驗(yàn)。過去五年是IHRSA的主席。,Active Sports Clubs – Based in San Francisco CA 公司總部在舊金山,4,Throughout the US: 在全美擁有10 Commercial Health Clubs 10間商業(yè)健

11、身房1 New Functional Training Studio – “The Zone”1間多功能訓(xùn)練工作室2 Hospitals 2間醫(yī)院2 Community Centers 2間社區(qū)中心1 University 1間大學(xué)40 Corporate Fitness Centers 40間企業(yè)健身中心,China Opportunities..中國國內(nèi)的機(jī)會(huì),5,Current Circumstance: 目前的狀況

12、$5B in Revenue with 2145 clubs 2145家健身中心，50億美金收入15.6% growth over the last 5 years 過去五年，超過百分之十五點(diǎn)六的增長Pressure to get cash and compete on price 價(jià)格和現(xiàn)金流的壓力Customers becoming more demanding as choices increase 客戶的需求增加Wi

13、th some club operators leaving the market, the Hong Kong yoga closures and the use of overly aggressive sales tactics – the industry could be hurting itself (or slowing growth) in the long term by focusing on the gains o

14、f the short term 如果只追求短期的收入，長期的利益將會(huì)受損Quality is critical in delivery and business practices 服務(wù)和業(yè)務(wù)的質(zhì)量至關(guān)重要Health & Fashion Trending up = good sign for growth 健康和時(shí)尚行業(yè)的發(fā)展有助健身行業(yè)的成長Low penetration rates = good sign for

15、growth 滲透力低，有助于健身行業(yè)成長Increased middle class = good sign for growth 中產(chǎn)階級的成長有助于健身行業(yè)的發(fā)展,Sales Best Practices 最好的銷售理念,3/28/2024,BMC3.com,6,Have integrity and the best interest of the member at the forefront… always 守誠信，把會(huì)員的

16、利益放在首位 Don’t set the member up for failure with unrealistic expectations and over promises 不給會(huì)員灌輸不現(xiàn)實(shí)的期望，以及承諾實(shí)現(xiàn)不了的諾言 Always say YES if at all possible 盡量滿足客戶需求 Be reliable and dependable 可以信賴和依靠,7,Shifting dynamics

17、& Trending不斷改變的趨勢 Changing technologies不斷更新的科技 Member knowledge會(huì)員的相關(guān)知識 Consumer behavior消費(fèi)理念和特征 Information / Decision Making 決策,Overview: 5 Parts 五個(gè)因素,Part 1: Shifting Dynamics 改變的趨勢,8,The Only Constant

18、 is Change…How are we going to deal with it? 唯一不變的是改變，我們?nèi)绾蚊鎸Ω淖兡兀俊癟here is nothing permanent except change.” - Heraclitus (ancient Greek philosopher who lived about 100 years before Plato),Part 1: US Tren

19、ding 美國的趨勢,9,Women are becoming a larger buying force for all brand products. 女性消費(fèi)者角色的增加This will represent a dominant majority with regard to consumer brand patronage and advocacy. 女性消費(fèi)成為主流85% of all brand purchas

20、es are made by women yet only 3% of advertising agency creative directors are women. 女性購買市場上百分之85的品牌，卻不能主導(dǎo)品牌背后的廣告推廣 Women make up 64% of Facebook users, 58% of Twitter users and 82% of Pinterest users.女性是社交網(wǎng)絡(luò)的主體,Part 1

21、: US Trending - More Women in Health Clubs 健身房里女性的增多,10,Sources: 2011 IHRSA Profiles of Success, She-Conomy.com & Digital Flash NY,Women are becoming the dominant user of health clubs in the US, as well as the majori

22、ty of the population and the driving force in consumer spending.女性將成為健身房和健身消費(fèi)的主體 The current club make up is 51% female to 49% male.現(xiàn)在健身房的比例是男性百分之51，女性百分之49 In 2011 nearly 3 out of 5 NEW members (57%) were women (to

23、43% men).2011年，每五個(gè)新會(huì)員里有三個(gè)就是女性 This shift may change the way we operate, program and design our facilities. There are profound implications. 改變了健身房運(yùn)營的方式，意義深遠(yuǎn),Part 1: US Trending 美國的趨勢,11,Q: What does this m

24、eans to us?A: There’s a unique opportunity to capture market share and enhance the service offerings in the industry by providing these “boutique” level Pilates, Yoga and Barre classes in a larger, luxury fitness cente

25、r.,US Fitness Industry produces annual revenues of $21 billion健身房的總收入210 億美元 US expenditure of yoga & Pilates classes is $5.7 billion and is increasing瑜伽和普拉提課程的收入是57億美金 Pilates training alone has grown 456% in 9

26、years普拉提在過去九年成長了4.5倍 New movement toward mind/body, lower-impact exercise classes like Pilates & Yoga to draw women together for motivation瑜伽和普拉提與身心健康結(jié)合，更加吸引女性,All organizations are perfectly aligned to get the r

27、esults they are getting… 付出和得到成正比,12,Value Proposition 價(jià)值定位,13,Usable,Useful,Usable,Desirable,,,,,Useful有用的,Usable可用的,Desirable 想要的,Sweet Spot 最佳位置,Stages of Experiences 經(jīng)驗(yàn)的分層,14,Random Experience偶然的事件,Predictable Experi

28、ence可推斷的經(jīng)歷,Branded Customer Experience打造品牌的客服,Inconsistent 不連貫一致 Unintentional 沒有目的,Consistent 連貫一致 Intentional 有目的的 Not Differentiated 沒有區(qū)別 Not Valuable 沒有價(jià)值,Consistent 連貫一致 Intentional 有目的的 Differentiated 有區(qū)別的 V

29、aluable 有價(jià)值的 Emotional 感性的,,Source: Managing the Customer Experience: Shawn Smith & Joe Wheeler,Engaging Programming 參與項(xiàng)目,We are forward-thinking thought leaders with a focus on engaging programming trends that br

30、ing our clients and their members results. 通過超前的思想和眾多的參與，帶給客戶更多。,Small Group + Personal Training 小班教學(xué)和私人教練,Increased training participation = higher revenue per member & improved member retention 會(huì)員參與越多，收入越高，留住的會(huì)員越多,

31、Group Fitness 團(tuán)體課,Drive consistent, standardized programs to retain and attract new members 用連貫一致，標(biāo)準(zhǔn)的課程吸引，留住新會(huì)員，,Define & collect metrics to measure ROI 通過收集數(shù)據(jù)來測量回報(bào)率 Optimize scheduling with dynamic naming conventio

32、ns 更有針對性的課程制定 Promotion, merchandising and marketing support 有效的市場宣傳支持,Acquisition Marketing Tactics 獲取營銷策略數(shù)字營銷-社交網(wǎng)絡(luò)-郵件營銷-直接營銷-草根營銷,,Marketing Strategy Outcomes 市場營銷的效果,What’s Different in the Fitness Industry? 健身行業(yè)的特點(diǎn)

33、,20,MORE IMPORTANT: 更重要的Segmentation 分層Mass customization 用戶化Individual member knowledge 會(huì)員的知識Human connection 相互交流 Operating with integrity and transparency誠信和透明3rd party validation 第三方認(rèn)可Sales, marketing, operati

34、ons & technology are “blurring” 銷售市場運(yùn)營科技概念的融合Specialized, small group “efficient” training will become even more important to consumers 小班教學(xué)的重要性增加 Functional training spaces and passive areas are more popular 功能訓(xùn)練的

35、重要性Cardio equipment usage is stable有氧器械使用的穩(wěn)定,LESS IMPORTANT: 相對不重要的Selectorized strength equipment usage appears to be on a decline in the U.S. 特選器械使用減少,BMC3.com,BMC3.com,23,“Welcome”,BMC3.com,24,Obesity Epidemic &

36、; Inactivity Crisis 肥胖的增加和不運(yùn)動(dòng)的危機(jī),26,Governments are looking for new sources of revenue and politicians want to “do something”政府更加重視 Healthcare costs are skyrocketing醫(yī)保成本增高 The US Government is focused on outcomes:

37、congestive heart failure, acute myocardial infarction (heart attack), and pneumonia政府看中結(jié)果，對疾病的影響 Information delivery and consumption are going through a major revolution信息獲取和傳播正在經(jīng)歷革命性的變化,27,“Prediction is very diffi

38、cult,especially if it’s about the future.”未來難以預(yù)測Niels Bohr,The Global Economy全球經(jīng)濟(jì),28,Fiscal cliff 財(cái)政危機(jī) Federal deficit赤字 Foreign debt 外債,The last time the economy was beset by influences like these the industry took

39、 a huge hit受到大環(huán)境影響，整個(gè)行業(yè)受挫 It has taken years for us to begin to see positive membership growth again復(fù)蘇的速度非常緩慢,Accountable Care Organizations (ACO),29,Currently 75% of healthcare costs go to treating diseases that are

40、largely preventable 百分之七十五的保費(fèi)用于治療本來可以預(yù)防的疾病The advent of ACOs are creating a paradigm shift in medical care from disease treatment to disease prevention ACO將經(jīng)歷從疾病治療變成疾病預(yù)防This will create significant opportunities for

41、 health management 給健康管理帶來機(jī)遇,What’s that? 什么是ACOA healthcare organization characterized by a payment and care delivery model that seeks to tie provider reimbursements to quality metrics.一個(gè)將保險(xiǎn)賠付和醫(yī)保質(zhì)量與服務(wù)捆綁在一起的衛(wèi)生保健組織,Econ

42、omic Incentives / Penalties 經(jīng)濟(jì)上的動(dòng)機(jī)和處罰,30,Mandating economic incentives 強(qiáng)制經(jīng)濟(jì)動(dòng)機(jī),May reach a new segment of the market (those motivated by extrinsic rewards) 開辟新的市場,In theory this could create an expanded market for the in

43、dustry為整個(gè)行業(yè)拓寬市場,Part 2: Changing Technologies 科技的改變,31,Quantified Self - Digital Sensors Are: 可穿戴設(shè)備Quickly becoming the number one source of data (mobile GPS data) 收集數(shù)據(jù)的最好選擇 Part of the way our environment interacts wi

44、th us (NFC) 和周圍環(huán)境更好互動(dòng) Incorporated into our clothing and apparel (Sensors, Google Glasses) 和服飾用品及其他設(shè)備結(jié)合Concussion patches 測量腦震蕩儀器Smart Phone capability – photo of equipment screen – info logged in the correct data fie

45、ld智能手機(jī)多功能,Accuracy is increasing at exponential rates!精確度提高得很快 In the next decade advances in facial recognition will probably replace the need for manual club check-ins and access 在不久的未來，臉部識別功能可以取代每天會(huì)員健身時(shí)的刷

46、卡登記,,3rd Party Devices 第三方設(shè)備,3/28/2024,BMC3.com,32,+ Fit Bit + Bit Gym + Jaw Bone + WiThings + My Zone + Zephyr + Body Bugg + Fit Bug,Mobile 移動(dòng),33,It is being predicted that mobile Web usage will overcome desktop Web

47、usage by 2015 移動(dòng)互聯(lián)網(wǎng)的使用將會(huì)在2015年取代桌面互聯(lián)網(wǎng) Google now develops and tests all their new applications on mobile first 谷歌所有的新產(chǎn)品都會(huì)首先在手機(jī)上測試,38% of smart phone users have made some type of commerce transaction using their phone 百

48、分之三十八的智能手機(jī)用戶會(huì)通過手機(jī)進(jìn)行商業(yè)活動(dòng) Mobile user usability and utility demands will continue to increase as this modality eclipses desktop Internet usage. 這個(gè)數(shù)字還會(huì)增加,Current Functionality 功能Mobile access to class schedules 通過手機(jī)查詢

49、團(tuán)操課表Ability to download classes to personal calendars 將課程表下載到手機(jī)日歷Class change notification 課程改變通知Promotions 促銷活動(dòng)Instant access to contact us 方便聯(lián)系Membership card 取代會(huì)員卡Social check-ins on Facebook & FoursquareYo

50、uTube integration 社交功能iPhone & Android Platform,Fitness Mobile App: 健身相關(guān)的手機(jī)軟件Keep Members Connected from Mobile Devices,34,More App Functionality 更多軟件功能,35,Online Booking & Scheduling 網(wǎng)上預(yù)訂課程 Member mobile soci

51、al network 會(huì)員社交 Check-ins & wall posts 發(fā)送信息 Offer & review sharing 評級Geo-social Challenge 互動(dòng)對比競爭 Check-in at various outdoor workout spots for points積分 Challenge friends to a competition 挑戰(zhàn)朋友們 Bio-metric to

52、ol tracking & calculators 數(shù)據(jù)記載 Provide a mobile tracking resource 移動(dòng)跟蹤 Reward healthy behavior outside the club 健身房之外的鼓勵(lì),Some Thoughts From the Leisure Handbook 2014Leisure Management Magazine – UK 從媒體中獲取的資訊,36,Fo

53、resight 2014 今年的預(yù)測1 Interactive Technology – having fun immersed in an experience (smell, site, sound, temperature) The importance of “stars” in social media. According to the University of CA, Berkely:“A variance of

54、 just half a star rating can determine whether a business thrives or goes bust according to economists at the University”Google Glass - What will you do when your customers show up wearing Google Glass?End of Life Care

55、 - An industry around a good death may cause some disruption. (Family, comfort, care, spiritual)Retail & Leisure – Xercise 4Less teaming up with Tesco with 100 health clubs in grocery stores. Retailers are looking

56、 for ways to monetize the redundant space created by e-commerce and leisure is providing a creative solutionIkea ($) & Marriott (Ops) teaming up with a new brand Moxy – hotels with IKEA furnishings and design,,37,Ce

57、llular Health 細(xì)胞健康Living organisms are made up of balance 體內(nèi)需要平衡Fungi / Bacteria (immune system) 真菌/細(xì)菌Sodium / Potassium 鈉/化鉀Exercise / Rest 運(yùn)動(dòng)/休息Acid / Alkali 酸/堿Oxygen / Carbon Dioxide 氧氣/二氧化碳Good cellular healt

58、h is the foundation of wellbeing. More research and awareness on this are on the way 細(xì)胞的健康會(huì)影響整體健康。未來會(huì)有更多的相關(guān)研究,The Limitations of Technology: A Club Perspective 從健身房的角度看科技限制,38,Companies are devoting time and money to te

59、chnologies & social media presences, but few are seeing high ROI 新科技投入?yún)s很難看到收入上的回報(bào)Health & Wellness apps now number a lot more than 15,000, but there’s been no significant change in the consumer reach of

60、 the industry APP種類多，但改變力有限Club One completed a pilot of biometric trackers, but found no significant change in brand affinity or users achieving health goals (possible random nature of device assignment) 對品牌影響

61、小 Technology alone hasn’t shown an ability to create or keep a new market as of yet 市場影響力有限 I have a resounding belief that technology with human touch is the key to optimization 科技要和人力結(jié)合,Tip for operators:Be

62、fore getting too caught up in the hype of the cloud, open API’s or social networks; remember good operations is the core and human interaction with technology seems to have the best opportunity在社交平臺上，通過科技與會(huì)員互動(dòng)，效果會(huì)更好,39,

63、The Group Exercise market is growing and driven by: 女性影響團(tuán)操課程的成長 Women: 女性推動(dòng)成長In 2011, nearly 3 out of 5 new members (57%) were women to 43% men (compared to 51% women in 2010) 在2011年每五個(gè)新會(huì)員里有三位是女性68% of group fitness

64、participants are women 百分之六十八的參與者為女性 Age: 年齡Baby Boomers are attracted to “soft fitness” – Yoga, Pilates, Tai Chi, hands-on flexibility, etc, these are all delivered in group fitness classesThey are 35 and over but te

65、chnologically savvy 35歲以上的人群熱衷團(tuán)體課程 Growing demand for social component and sense of community:社交元素的需求 Strong perceived value proposition 更看重性價(jià)比All forms of personal training available in group exercise (TRX) 更全面的私教訓(xùn)練,

66、Part 3: Member Knowledge 會(huì)員知識,Member Knowledge會(huì)員知識,40,Group exercisers have higher lifetime customer value than non-group fitness members because:They come more often 團(tuán)操課程的價(jià)值更高，因?yàn)闀?huì)員參與的頻率高Average days of physical activ

67、ity for typical club member is <3. Average in group fitness (Les Mills) = 3.9 in USA - 25% greaterThey stay longer as a member. 更好留住會(huì)員Attrition rates are inversely correlated to usage and length of membership. Hig

68、her usage, lower attrition. Group exercisers have longer average membership livesThey spend more. 更舍得花錢Reflection of greater commitmentThey are knowledgeable. 更有知識Want a diversity of offerings and this creates stic