How to write a plan for opening a gym

Fitness club planning book

The current situation and development trend of fitness clubs

With the development of my country's market economy, people's living standards have gradually improved, and people have " The awareness of "want to spend money to buy health" and the concept of healthy living have become more and more popular among the people. A fitness club is an operating organization that provides comprehensive sports services to the public. Now joining a fitness club to invest in your own health has become the best way for people to achieve a healthy life.

Since the 1980s, with the widespread establishment of fitness clubs of various sizes in the country, it has also brought us a new fitness concept, which has enabled a wide range of aerobics and bodybuilding projects. It has developed and derived some new fitness projects, such as hip-hop, step aerobics, Latin aerobics, jazz aerobics, yoga, and physical aerobics. These new fitness projects not only bring a healthy body to the public, but also become a fashion that people of different ages pursue.

Many fitness clubs of various sizes have appeared in many cities in China, especially big cities such as Beijing and Shanghai. However, compared with the population and consumption levels of these cities, the number of clubs is still small. It is far from meeting the needs of the market, and the development time of fitness clubs in our country is still relatively short. The level of clubs is uneven. Therefore, as long as there is a good market positioning and advanced management methods, I believe that fitness clubs will have very good development. potential and market.

Preparation for the establishment of a fitness club

Team management and project analysis

The establishment of a club is generally divided into hardware (decoration, equipment purchase), software (referring to personnel, special It is the formation of key management personnel and teaching staff) and the management team is the key to the success of the club. Among them, the selection of general manager, financial personnel and the formation of the teaching team should reflect professionalism, dedication and unity as much as possible.

The choice of coaching manager is the key to organizing a coaching team

The teaching team refers to equipment coaches, equipment services and aerobics coaches. Currently, most domestic clubs have the following problems:< /p>

There is no fixed teaching team and a lack of dedicated professional teaching management personnel.

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

There is no effective training system and training teacher team.

The quality of teaching personnel varies.

A high-quality teaching team is the key to ensuring the operation and development of the club, member services, and membership renewal. At the same time, teaching advantages are also one of the key factors to ensure the competitiveness of the club. Therefore, the teaching team, especially the coaches, Pay enough attention to the selection of managers.

(2) Selecting a suitable venue for opening a club

1. Location

Club operations are obviously regional, that is, the 3-6km range around the club is Its main customer service area. Club opening locations are generally divided into commercial areas, office areas, and residential areas. The location selection should be determined after analyzing the surrounding flow of people and income.

2. Property conditions

① Venue area

Generally, you need to know the usage area. Generally, the usage area is less than 800㎡ for small clubs, and 800-1500㎡ is for medium-sized clubs. Clubs, larger than 1500㎡ are considered large clubs.

②The space of the gym

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

③Gym 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 a club.

How to cooperate with the property management company

Lease

Pay attention to the payment method of the rent and whether it includes property fees, water and electricity fees, etc.

Rolling revenue sharing

According to the club's running revenue, the venue fee will be withdrawn at an agreed percentage.

Joint venture

Co-found the club in the form of venue shares, and receive venue income based on profits. The above are three common forms of cooperation between clubs and properties, which should be determined based on financial strength, confidence in the local market, management level and many other factors.

Three organizations design and decoration

Club layout design

The club's layout and the area ratio of each area are the key to the club's design and even its future successful operation. It is roughly divided by area:

Front desk

Rest area: reading, product sales.

Aerobics hall: Set up one or more aerobics halls according to the overall area and teaching strength of the club. The internal equipment should have independent speakers, mats, pedals and other equipment.

Equipment area

Changing area: There are lockers, shower areas and toilets.

Design of club equipment

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

3. Club decoration style design

The first step is to determine the style of the club through material selection and main colors.

The second step is construction bidding and decoration.

The third step is interior decoration. Use murals to create a fitness atmosphere, and set up coach introduction columns and member information columns.

4. Plan to purchase fitness equipment

and other weight training equipment, including equipment for training muscles in a specific part of the body.

Free training equipment, including bench press racks, barbells, dumbbells, etc.

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

Computers, televisions, telephones, stereos and other equipment.

Employee clothing, member gifts, promotional materials, etc.

5. Procedures for applying for domestic fitness club licenses

At present, there are no complete laws and industry regulations on commercial fitness clubs in China, but the following procedures can be generally followed.

Before the club operates, it should go through relevant procedures such as business license, sports venue operating license, tax registration, health and epidemic prevention registration, etc.

Application of computer management software.

The club implements computer management to complete fitness card management (card application, payment, card verification, loss reporting, card replacement, etc.), locker management, and cashier management. The business status of the club is all reflected in the computer information. , managers can obtain first-hand data conveniently, quickly and accurately, thus facilitating managers to carry out rigid control and flexible management.

Six staff recruitment and training

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

Venue manager, sales staff, coaching team, financial staff

Administrative Staff Operations Staff

Recruitment steps:

Publish recruitment information.

Carry out preliminary screening of candidates.

Conduct relevant assessments and interviews for selected personnel.

Discuss the rights and obligations of both parties in terms of labor and management.

Sign relevant contracts.

Recruitment requirements

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

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

Try it out. Applicants are required to participate in actual work and their work abilities are assessed.

Personnel management

Employee and coach training: Before the required personnel participate in the work, they should be trained. The training should include the following aspects: professional ethics, professional knowledge, practical Work skills, teamwork and cooperation spirit instill corporate purpose.

Encouragement mechanism. Encouragement is an effective means to stimulate the initiative of employees within the enterprise and expand the efficiency and energy of the enterprise. It is mainly reflected through management provisions and systems. It includes changes in position and treatment, spiritual rewards, material rewards, etc.

Evaluate performance. Quantitatively evaluate the workload, work efficiency, work quality and interpersonal relationships of each club employee.

For example: establishing attendance systems and forms, establishing work tasks and completion evaluation forms, etc. Especially the evaluation of fitness club customers is very important.

Positioning of fitness clubs

(1). Price positioning of fitness clubs

1. Determining factors

①Club investment return , determine the basic annual card price based on the club’s total investment, expected rate of return, and membership development forecast.

② Price reference for similar clubs. Determine the price by researching the prices of clubs of the same size and service level.

③The price is determined based on the characteristics of the club, such as the excellence of the coaching team, special facilities, etc.

Common price systems

The domestic price systems are divided into two types: membership system and card application system. Clubs currently generally adopt the card application system.

Membership: You must pay a certain membership fee, and there are restrictions on membership status.

Card application system: The popular membership system in China in recent years is actually a card application system. Among them, the common settings of fitness cards are classified as:

Classification by time: monthly card, quarterly card, half-year card , annual card, time card, etc.

Classification by service period: (based on the service enjoyed combined with the length of validity): gold card, silver card, emerald card, diamond card, etc.

Classification according to the peak usage period of the venue: for full utilization, it is divided into peak period cards, off-peak period cards, single-number cards, even-number cards, etc.

(2) Market positioning of fitness clubs

1. Determine the club’s core customer groups based on the club’s hardware and software conditions and market conditions.

2. In club operations, we must adhere to the consistency set by the market and be proactive rather than following others.

3. Do not engage in price competition and focus on developing markets.

4. Concentrate efforts to consolidate existing members.

IV. Pre-sales strategy of fitness clubs

(1) Select appropriate publicity media

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

Print media

Main newspapers, magazines and related printed products.

Electronic media

Mainly TV, radio, and INTERNET.

The influence of members

It is mainly the communication ability of club members.

Organize

Member visits to the club

Main processes: make an appointment, guide the visit, discuss the significance of fitness, agree on the first training time, and follow up.

Make an Appointment

Greeting, setting the tone, and paying attention to phone conversation skills.

Guide the tour

This is a very important part. The guests' visit to the club will have a direct impact on whether they decide to join the club. In order to let people have an in-depth understanding of the club, front desk staff should take the initiative to guide guests to visit the open areas of the club. They should pay attention to the following points when visiting:

Before visiting, guests should first fill in a " "Guest Basic Situation Questionnaire". If the guest raises objections, you should explain to the guest that the purpose of filling out the form is to suggest and provide services or training methods that are more suitable for you based on your specific situation.

Visits should follow a pre-planned route.

The guide should walk in front of the guests.

When stopping to introduce, the guide should stand in front of and to the left of the guests and maintain an appropriate distance. When introducing the venue to the guests, they should extend their left hand and indicate the target with one palm.

When passing through the door, you should open the door for the guests first, let the guests go first, and then follow.

Spend more time in places that interest your guests.

Don’t panic, let alone look at the watch.

If the guest's shoes do not meet the requirements, you should ask the guest to put on shoe covers.

Guests are not allowed to take photos in the fitness center without the permission of the manager.

Strive for the first visit and ask for sales to show potential members member discounts or promotional materials.

Discuss the significance of fitness and provide selling price.

Proactively and enthusiastically communicate with guests about the benefits of fitness, actively guide guests to think about the connection between health investment and health, and when appropriate, clearly explain the prices of each service item in the club, and explain the relationship between price and value ratio.

Agree the first exercise time

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

It is important to tell the client the best time to exercise responsibly, while respecting the client's schedule and wishes.

Exercise follow-up

Get feedback from members or potential customers after their first exercise in a timely manner and analyze it. If there are any problems during the fitness process, they will be answered immediately to strengthen their belief in fitness.

After guests become members, you still need to contact them to make them feel that you are their friend and make them integrate fitness into their lives.

Pre-sale promotion methods:

< p>In the early stage of promotion, the club will usually use effective methods of membership promotion. In the past sales experience

it is concluded that the sales of memberships focus on "face-to-face" sales, and face-to-face sales will achieve good results.

The effect is that the sales at the booth are exactly in line with the characteristics of membership sales. When setting up an exhibition, the club will generally choose a place where people are concentrated and meet the club's consumption level, such as shopping malls, office buildings, apartments, etc. Sales will be face-to-face. .

a Exhibition content: graphic advertising pictures of the club and sending text materials, and on-site sales of club memberships

.

b Packaging: In addition to the consistent club image of display boards, roll-up banners, tables and chairs, printed matter and other packaging,

Sales staff must undergo strict training, dress uniformly, and be knowledgeable about the club. The situation is very clear

. The overall effect must fully reflect the club's high-quality and distinctive image characteristics.

c Venue selection: The club will still have strong geographical restrictions in the early stage, so after frequent investigation

The surrounding communities, office buildings and shopping malls have the following promotional venues for exhibitions