讓新會員愛上健身

1、MAKING NEW MEMBERS,23/10/2014,FALL IN LOVEWITH FITNESS讓新會員愛上健身,THE FITNESS INDUSTRY HAS EXPERIENCED MASSIVE GROWTH IN THE LAST 40 YEARS在過往的四十年中，健身行業(yè)經(jīng)歷了大幅度的增長,Health & Fitness facility attendance has become the bigg

2、est adult ‘sport’ in the Western world. Bigger than football, tennis and golf combined …Are all stars aligned for further growth?使用健身設(shè)施已經(jīng)成為西方世界最大的運動總數(shù)大于足球、網(wǎng)球和高爾夫的總和。并且它在未來還要持續(xù)增長。,US Adult Fitness Club Participation美

3、國承認(rèn)對健身俱樂部參與度,,,,,,,,,,SEDENTARITY AND OBESITY缺乏運動 與 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 $4.1 trillion per year*.*2006

4、 US Treasury report2030年, 50% 的美國人將成為肥胖人口 (>30% BMI)從 2006到2016 美國健康醫(yī)療系統(tǒng)的支出將會翻倍，達(dá)到， 一年4.1 萬億 美元。*2006 美國財政部報告,LONELINESS AND DEPRESSION孤獨與抑郁,‘Healthcare costs are becoming unsustainable. Currently, in the U.S, thre

5、e-quarters of the $2.8 trillion in healthcare costs are spent 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 l

6、oneliness, depression and isolation. They have the chance to create a sense of community that’s truly healing.’Dean Ornish, M.D. Club Business international. June 2013,‘醫(yī)保 開銷目前已經(jīng)變得 不可持續(xù), 在美國,2.8萬億醫(yī)療費用中的 四分之三被用于慢性病，這些疾病中

7、的絕大部分可以通過改變飲食和生活方式可以被預(yù)防和逆轉(zhuǎn)。俱樂部還需要知道目前真正的疾病是孤獨, 抑郁 和孤立. 俱樂部有機(jī)會創(chuàng)造一個群體感，從而治愈這些疾病?！疍ean Ornish博士在2013年六月的CBI雜志（國際俱樂部商業(yè)）中所寫,SOCIAL MEDIA EXPLOSION社交媒體的擴(kuò)張,Facebook 1.23 billionusers per month (at Sept. 2014)Facebook 12億3

8、千萬每月用戶數(shù)量(2014年9月),YouTube 10億用戶1 billionusers per month,Twitter 2億用戶200 million,Instagram 1億5千萬用戶150 million monthly users,去健身而忘發(fā)自拍！這次鍛煉真是浪費時間！,,BUILDING SOCIAL BONDS建立社交聯(lián)系 人脈關(guān)系,WE ARE IN A GREAT PLACE TO BE THE ON

9、ES FILLING UP THESE NEEDS健身俱樂部可以滿足以上這些需要,AND TO DO A LOT OF GOOD…FOR A FITTER PLANET為創(chuàng)造一個更健康的星球.做很多更多美好的事,Effect of weak/poor social connections on health:2.5 times more likely to die over a 9-year period As harmful

10、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 cardiovascular disease and mortality Linked to

11、 increased risk of death from cancer and infectious disease Greater risk of depression and anxiety 缺乏人際交流對健康的影響9年內(nèi)死亡率上升2.5倍與吸煙和飲酒的危害相同，幾乎等于每天抽一包煙 比不參與鍛煉的危害更大是肥胖癥的兩倍 患心血管和死亡率幾率為2到3倍增加患癌癥幾率和傳染病幾率容易患抑郁癥和焦慮癥,,The wh

12、ite paper outlines industry ‘challenges’ that pose an alarming threat to future sustainability, growth and success…行業(yè)白皮書表明健身俱樂部面臨的挑戰(zhàn)讓他們未來的可以持續(xù)發(fā)展、增長與成功, 受到威脅…,REALITY CHECK: MOST OF US ARE BEING CHALLENGED事實: 我們中的大多數(shù)都面臨

13、挑戰(zhàn),Competitive industries are evolving faster than us, eg:競爭行業(yè)升級速度比我們更快,例如 :Virtual exercise體感健身 Bootcamp/outdoor訓(xùn)練營/室外健身Nutritional science and medicine營養(yǎng)品和醫(yī)療,Immediate satisfactionTechnologyAn experienceBest va

14、lue for $$即時的滿足感技術(shù)體驗消費的最佳性價比,THE MILLENNIALS ARE ‘IN’ 90后與00后的時代,ARE YOU COOL,ENOUGH?,Gen Y thinks exercise“l(fā)acks excitement and sociability.” Y世代的人認(rèn)為鍛煉“缺乏激情 和社交性.” Engage: GenY,你夠酷嗎？,US: 15 millions new member

15、s join every year, 12 millions leave…美國: 美國有1500萬新會員 ，1200萬人退會。。。,Membership retention is the largest problem facing our industry today會員續(xù)費率是健身俱樂部行業(yè)今天最大的難題,,,OUR INDUSTRYIS AT RISK…我們的行業(yè)面臨挑戰(zhàn),Based on commodities and l

16、acking the excitement and social engagement of sports – We are places to run on treadmills vs true clubs.僅僅靠硬件缺乏運動的激情和社交性–在家跑步和在俱樂部有什么區(qū)別.,,REALITY CHECK:現(xiàn)實:,,If we are constantly having toadd new members to replace t

17、he ones who are leaving, we will eventually run out of people to disappoint. 如果我們一直靠新會員彌補(bǔ)會員流失，我們最終會沒有任何會員。,,42% of new members quit exercising within 30 days of joining 42%的新會在加入后一個月不再來1∕3 of members stop attending b

18、y month 3, after an average of just 12 workouts (TRP) 1∕3的會員在3個月后不來，平均每人來店鍛煉12次(TRP)50% of members stop attending by month 6 (TRP) 50% 的會員半年后不再來店,,NEW MEMBERS WITH LITTLE TO NO EXERCISE EXPERIENCE ARE THE ONES DROPPING

19、OUT…We’re losing members in the first few weeks…沒有任何運動經(jīng)驗的新會員是退會的人…我們在頭幾周就失去了會員,FACT事實,,12% of terminated memberships could be avoided if new members came to the club at least once a week during the first month of join

20、ing.如果可以讓新會員在入會后第一個月保證每周來一次，退會率就降低12%. FIA Top Ten Strategies for Winning the Retention Battle 10大提升續(xù)費率的策略,,‘Members who trained 1-2 times a week in the first month displayed 20% less drop-out than members with a

21、 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 cha

22、nce of drop-out was 30% higher!’ ‘每周來店一到兩次的會員的退會率，比每周一次也不來會員低20%。在入會后的第一個月，每來一次俱樂部，退會率就降低4%. 新會員在第一個月未能到店4次他們退會幾率將提高30%。Hillsdon, 2001. The state of research in the fitness industry.,GET THEM IN TWICE A WEEK!讓他們

23、每周來兩次!,EASY? NOP!簡單? 一點也不!,INSIGHT: GROWING MEMBERSHIP IS ABOUT BUILDING EXERCISE ADHERENCE內(nèi)幕: 培養(yǎng)續(xù)費率就是建立對鍛煉的堅持,MEMBERSHIP ADHERENCE堅持成為會員,VISIT ADHERENCE堅持來店,EXERCISE ADHERENCE堅持鍛煉,,Every year, the industry sells

24、 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 will attes

25、t, developing such a discipline is no easy accomplishment. It is difficult for everyone.’ 每年, 這個行業(yè)賣出數(shù)千萬的會籍給認(rèn)真希望自己能夠定期鍛煉的人們,這些人缺乏自律，也沒有定期鍛煉的習(xí)慣。 但是，人類行為雪茄證明，發(fā)展出如此自律的習(xí)慣生活習(xí)慣對于所有人來說都很難。IHRSA Guide to Retention, 20072007年版

26、IHRSA續(xù)費指南 IHRSA Guide to Retention, 2007,改變行為BEHAVIORAL,CREATING A NEW HABIT IS HARD AND TAKES TIME. IT INVOLVES AT LEAST ONE UNCONTROLLABLE ISSUE:建立一個新習(xí)慣比較費時、費力它包含一個不可控制的因素,,NOT THINKING (PRE-CONTEMPLATION)不假思索

27、（預(yù)先思考）,PROCESS OF CHANGE改變的流程,STABLE, IMPROVED LIFESTYLE穩(wěn)定的生活方式,PREPARATION準(zhǔn)備,ACTION (MAKING CHANGES)行動 (做出改變),MAINTENANCE保持,RELAPSE重復(fù),THINKING (CONTEMPLATION)思考 (思索),PEOPLE NEED TO GO THROUGH 5 STAGES TO CREAT

28、E A NEW HABIT人們創(chuàng)造一個新習(xí)慣需要經(jīng)過5個階段,Schematic presentation of the Stages of Change,NON-ADHERENCE無法堅持,Cardiac patients: 40-50%心臟病患者: 40-50%Hypertension: 16-22%高血壓: 16-22%Diabetes: 37%糖尿病: 37%Asthma: 25-75%哮喘: 25-75%,Smokin

29、gAfter 12 months, 37% relapseAfter 5 years, 7% relapseOnly 10-20% of at-risk steps into action-stage吸煙12個月后 months, 37% 復(fù)吸5 年后s, 7%復(fù)吸只有10-20% 的人 走進(jìn)行動階段,WHAT DO PEOPLE WANT? WHY JOINING A FITNESS FACILITIES?人們想要什么?

30、 為什么加入一個健身場所?,1.Entertainment娛樂2.Community/Building bonds人際交往/建立聯(lián)系3.Health/Results健康/效果,WE BELIEVE WE CAN COMBINE THESE UNDER ONE HEADING我們相信有一件事可以解決以上所有問題,,It’s never a question of can you but,will you?,MOTIVATION

31、動力,,能力從來不是問題但意愿呢?,MORE OF THEM ATTEND more often.是否有很多的人經(jīng)常出現(xiàn)在俱樂部.,It’s simple.很簡單,我們?nèi)绾沃雷约河袥]有給人們動力?,HOW CAN WE TELL WE ARE DOING A GREAT JOB OF MOTIVATION PEOPLE?,出勤率俱樂部是我們行業(yè)最重要的指標(biāo),,,BUT ONE OF THE LEAST MEASURED BY C

32、LUB OWNERS.,ATTENDANCE IS THE MOST IMPORTANTMETRIC IN OUR INDUSTRY.,但是俱樂部老板很少真的這么考量.,,WHAT DO YOU DO TO MANAGE MOTIVATION AND ATTENDANCE BETTER?你做什么事，可以鼓勵人們來到俱樂部?,,,HOW DO THE BEST FACILITIES DO IT?最好的俱樂部是怎么做的?,Design

33、 a high-energy workout environment,Create a relationship selling and new member induction system,Recruit a team of great personal and small group trainers,Build a ‘club within a club’ system for sports and other activiti

34、es,Develop a member education and social network communication system,設(shè)計一個很有能量的鍛煉環(huán)境,創(chuàng)造會員介紹機(jī)制和銷售關(guān)系,招聘偉大的私教和小組私教團(tuán)隊,建設(shè)一個俱樂部內(nèi)俱樂部系統(tǒng),發(fā)展會員教育和社交系統(tǒng),MOTIVATING PEOPLE激勵人們,DESIGNING A HIGH-ENERGY WORKOUT ENVIRONMENT設(shè)計一個充滿能量的健身環(huán)境,

35、38,,Before整容前,,After整容后,,ORGANIZING YOUR FLOOR PLAN TO CREATE ENERGY, MOVEMENT AND TO ENCOURAGE SOCIAL CONNECTIONS通過俱樂部建筑規(guī)劃，激勵會員溝通與交流建立聯(lián)系,MEMBERSHIP SELLING AND NEW MEMBER INDUCTION會籍銷售與會員介紹系統(tǒng),DISCUSSIONWHAT CAN YOU

36、CHANGE?討論你能改變什么?,,,,MEMBERSHIP SELLING AND NEW MEMBER INDUCTION 會籍銷售與介紹新會員,MCs to become Membership Coaches responsible for providing a relevant solution for a healthier and happier lifestyle and for setting up

37、the new member for success vs focusing only on selling membership…會籍銷售變成會籍顧問代表為會員提供一個更健康、更幸福生活方式的解決方案并且?guī)椭聲T取得成功。會籍銷售僅僅是要完成銷售任務(wù)。,,流行趨勢Prescription of a ‘solution’像開處方一個的解決方案Solution to the needs為需要提供解決方案What to do to

38、 achieve their goalsHow to get started What to do to maintain/next完成目標(biāo)要做什么如何開始如何保持/前進(jìn),,LMNZ,,,MEMBERSHIP SELLING AND NEW MEMBER INDUCTION會籍銷售AND介紹新會員,,,“Our goal is to get people to exercise, if possible in a gym an

39、d if possible, in Les Mills gym. If they don’t 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

40、in town.” “(Reece Zondag, former CEO, LMNZ )我們的目標(biāo)是讓人們運動, 最好在健身房, 最好是在萊美的健身房. 即使他們今天不入會我們希望他們能夠今天開始運動. 我們對他們加入很有信心，因他們有更多渴望, 他們需要被激勵，而我們城市里最好的俱樂部.” (Reece Zondag,前任新西蘭俱樂部),,,LMNZ – IMPROVE THE LIVES OF NEW ZEALANDERS新西

41、蘭萊美 – 改善新西蘭人的生活,RELATIONSHIP SELLING AND NEW MEMBER INDUCTION會籍銷售與介紹新會員,DEVELOP A MEMBER EDUCATION AND SOCIAL NETWORKCOMMUNICATION SYSTEM發(fā)展一個會員教育和社交溝通系統(tǒng),We need to become true providers of holistic health. Education c

42、hanges lives and your members will love you for it. 我們需要變成一個真正的整體健康倡導(dǎo)者 教育可以改變生命你會員你也會為此而愛上你,,,EDUCATION: BECOMING TRUE “HEALTH CLUBS”教育: 變成真正的“健康俱樂部”,CREATE A PERSONAL RELATIONSHIP WITH YOUR MEMBERS與會員建立私人化聯(lián)系與關(guān)系,CRE

43、ATING CLUBS WITHIN THE CLUB建設(shè)一個俱樂部內(nèi)的俱樂部系統(tǒng),,BECOMING A PLACE WHERE MEMBERS CAN DO THINGS OTHER THAN EXERCISING AND CONNECT TO MEMBERS WITH SIMILAR INTERESTS俱樂部內(nèi)會員除了鍛煉還可以做其他事情讓興趣相投的人組成新的團(tuán)體,,BECOMING MORE THAN A PLACE TO E

44、XERCISE不只是一個鍛煉的場所,ENGAGING PEOPLE INTO ASSISTED AND SOCIAL FORMs of EXERCISE通過鍛煉拉近人們距離建立聯(lián)系,,PERSONAL TRAINING私人教練,TEAMTRAINING小組訓(xùn)練,SPORT EVENT TRAINING運動比賽訓(xùn)練,GROUP FITNESS團(tuán)操,CREATING BONDS創(chuàng)造聯(lián)系,90

45、% of all exercisers report that they would prefer to work out in a group1 90% 的運動者都希望在一個團(tuán)隊中訓(xùn)練1,MAKING EXERCISE SOCIAL讓鍛煉具備社交性,,,BENCHMARK FOR HIGH-PERFORMING FACILITIES,Members who attend Group Exercise (GX) use their

46、 facility 1,75 times per week compared to IHRSA's 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 retent

47、ion rates are higher than other member retention rates, on average.60% of people rate GX as the #1 service they specifically look at when choosing a gym.2Satisfied GX members refer people 3 times more than other member

48、s.參加團(tuán)操課程的會員每周平局去俱樂部1.75次，普通會員平均到俱樂部0.9次. 在保持會籍長度中，團(tuán)操課程對會員有最大的影響力(40%).團(tuán)操會員平均續(xù)費率告訴于普通會員.有60%的人表示自己在選擇俱樂部是會特別考察團(tuán)操課程對團(tuán)操課程滿意的會員，介紹其他人入會的比例是普通會員的3倍.,THE POWER OF THE GROUP EFFECT團(tuán)隊效應(yīng)的力量,THE PARADOXE悖論,Many facilities wor

49、ldwide are being hurt by low-budget competitors. At the same time, there are successful new fitness models based on group training.世界上喝多健身俱樂部正在被低價建設(shè)機(jī)構(gòu)侵蝕與此同時，以小組訓(xùn)練為基礎(chǔ)的新型健身商業(yè)模式正在獲得成功，價格昂貴.,,There is absolutely a commerc

50、ial connection between group fitness attendance and long-term profitable facilities!長時間盈利的俱樂部和成功的團(tuán)操課程存在這必然的商業(yè)聯(lián)系!,,THE BOTTOM LINE IS:Group Exercise attracts MORE MEMBERS, who attend more often, REMAIN LOYAL and attrac

51、t new members THEMSELVES!基本線:團(tuán)操課程吸引更多地會員, 經(jīng)常參加團(tuán)操課程的會員,很忠誠地續(xù)費 并且自己幫你招攬新會員!,PERSONAL TRAINING私人教練,A big focus and passion for most managers.經(jīng)理們的重點和熱情所在.A great way to provide members with more results and motivation.可以更好地

52、為會員提供激勵的健身效果.Can be a good source of secondary revenue.是很好的第二收入來源.,59,THE HOLY GRAAL OF THE FITNESS INDUSTRY…健身行業(yè)的圣杯…,TEAM TRAINING小組訓(xùn)練,Why such a success?為何如此成功?,TEAM TRAINING小組訓(xùn)練,CAPITALIZING,HIIT,ON THE,OPPORTUNITY,最

53、大化利用高強(qiáng)度間歇性訓(xùn)練的機(jī)遇,6-week intervention – can HIIT/LES MILLS GRIT? Series improve the fitness and health of fit adults? 6周的時間–HIIT/LES MILLS GRIT? 課程能夠改善成年人的身體狀況嗎？,*Cardio could be a combination of Les Mills’ BODYATTACK?, BO

54、DYCOMBAT?, RPM? or BODYSTEP?*有氧訓(xùn)練可以是 Les Mills的 BODYATTACK?, BODYCOMBAT?, RPM? or BODYSTEP?,PENN STATE UNIVERSITY RESEARCH賓州大學(xué)的調(diào)研,THE SCIENCE BEHIND THE SWEAT汗水背后的科學(xué),,We collected data on blood, oxygen, fat and strength

55、.我們收集血液、氧氣、脂肪和力量的數(shù)據(jù),THE SCIENCE BEHIND THE SWEAT汗水背后的科學(xué),THE RESULTS結(jié)果,,,TriglyceridesDecrease甘油三脂下降,,Oxygen Consumption increase耗氧量,,Body Fat decrease體脂比例,,Back Strength increase背部力量,,Waist Circumference decrease腰圍下降,

56、,,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?面對新一代的消費者，你做好準(zhǔn)備了嗎,STAYING做個,RELEVANT潮人,,RE-INVENTIN

57、G OURSELVES再創(chuàng)造自我,As an industry, we need to keep innovating to find more ways to attract new customers into exercise facilities and to increase members’ engagement.作為一個行業(yè)我們要保持創(chuàng)新，找到更多的方式去吸引客戶加入健身場所并且提升會員投入度It critical t

58、o keep the industry fresh, relevant and competitive in the decades ahead as competition increases, populations change, technology and medicine redefine what is possible.在未來數(shù)十年內(nèi)，競爭加劇、科技和醫(yī)療重新定義可能性。保持行業(yè)新潮、具備競爭性時很重要的，,,Get t

59、hem to embrace a new lifestyle….讓他們擁抱新的生活方式….,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 SUPPO

60、RT AND FEELING OF BELONGING TO THE GROUPENJOYMENTCORECT LEVEL OF INTENSITY,創(chuàng)造健身持續(xù)性自我激勵:教導(dǎo)如何制定目標(biāo)自律: 消除恐懼,控制預(yù)期，采取逐步進(jìn)去的途徑社交性支持并建立團(tuán)隊感愉悅感糾正強(qiáng)度,,,,,1.SHIFT FROM SELLING MEMBERSHIP TO COACHING TO GET HEALTHY/FIT, HELPING

61、 ACCESSING A NEW LIFESTYLE, NAVIGATING CHOICES ETC,2. NEEDS ANALYSIS FOCUSED ON GOALS, AVAILABILITIES, PREFERENCES, SELF-MOTIVATION,BUDGET,3. PRESCRIBE A PLAN FOR HEALTH BEFORE INCLUDING ACTIVITIES IN AND OUT OF THE GYM

62、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 MORE THING…ENGAGED STAFF,還有一件事

63、…投入的員工,,“HAPPY, ENGAGED AND LOYAL STAFF MAKE HAPPY, ENGAGED AND LOYAL CUSTOMERS.” SOUTHWEST AIRLINES,“快樂，投入而忠誠的 員工創(chuàng)造快樂，投入而忠誠的客戶.”,v,The most successful businesses in the world care about more than just making money!世界

64、上最成功的企業(yè)關(guān)注的不僅僅是錢!,“Love your employeesLove your customersLove your suppliers” FirmS of endearment“愛你的員工愛你的客戶愛你的供應(yīng)商” 愛的企業(yè),,STAND FOR SOMETHING.CREATE A CAUSE, NOT A BUSINESS. GIVE YOUR TEAM SOMETHING BIGG

65、ER THAN THEMSELVES TO FIGHT FOR, SOMETHING THEY CAN BE PROUD OF.,為一項事業(yè)奮斗建立一份事業(yè)而不是生意. 給你的團(tuán)隊值得他們驕傲的使命一份高于他們自身的使命。,,Make peoplefall in lovewith fitness and theywill stay with youfor ever!,,Christophe Andansonchristop