On December 20, the 2023 Annual Refining Conference was held in Shanghai"Fitness & Healthy Lifestyle".As the theme, it brings together the top brands, experts and senior practitioners in the national sports industry. Zeng Zihao, General Manager of Keep Space Division, was invited to attend the conference and had a wonderful exchange of views and sharing on the opportunities and challenges of gym development in 2024.
Focus on the essence of service and deepen the coaching system.
Keepland empowers traditional gyms.
2023 is a year of huge impact for traditional gyms, with frequent store closures on the one hand, and strengthened supervision on the other.
In this regard, Zeng Zihao said that the essence of the change of the monthly payment system is the change of user value, with the rise of Keepland and other Internet + new gyms, users are more willing to choose a short cycle, high flexibility, strong security of the light payment method. On the one hand, it lowers the threshold for user participation, attracts more new users to pour in, and also puts forward higher requirements for the operational efficiency of traditional gyms.
At the beginning of this year, Zeng Zihao proposed at the first press conference that the core delivery of offline fitness is the service provided by coaches, and coaches will become the flywheel of growth in the next stage of Keepland's development. It is understood that the Keepland Academy established in 2023 focuses on coach training and empowerment, aiming to improve the professional ability of coaches, expand the career development channels of coaches, and improve the income level of coaches. It is reported that at present, Keepland has accumulated more than 1,000 coaches, of which nearly 100 are new coaches who have been trained and incubated through the college's Rising Star Program this year. In addition, Keepland's Outstanding Coach Representative and Trainer Koach Sindo (Frontier) won the Coach of the Year award at the Intensive Conference.
With excellent coach supply and course output, we continue to strengthen cooperation with traditional gyms. Zeng Zihao said that as of December 2023, Keepland has more than 140 cooperative venues across the country, and next year will explore new cooperation models with traditional gyms for short-term membership conversion and freelance coach development.
Anchor outdoor trends and gain insight into user needs.
Keepland reinforces the value of the sports community.
When fitness moves from the gym of 1 km to the home exercise without leaving home, and then to the outdoor nature 5 km away, exercise is gradually becoming a new way of healthy life. From the "traveler" culture of the post-70s and post-80s generations in the early years, to the "hipster" culture set off by young people with niche sports such as urban cycling, citywalk, land chong, and frisbee, outdoor sports that emphasize emotional health and are relaxing and fun are rapidly expanding.
As a leading sports technology company in China, Keep has adhered to the way of connecting online and offline scenarios and data interconnection from the very beginning, and has continuously met the changes in user needs through the fun of sports content and the intelligence of sports experience. As a representative of offline scene sports services, Keepland will also take the lead in opening an attempt at outdoor courses in 2023, adding more than 10 trendy outdoor sports on the basis of traditional group exercise classes, and organizing the first industry frisbee competition, which has attracted the attention of many senior managers. In addition, Keepland also actively plans user community activities, such as "Heat Conservation Citywalk", which are deeply loved by users.
Zeng Zihao said that outdoor sports and group class sports are both sports that pay more attention to offline social networking, community organization and spiritual values, but the user groups are slightly different, compared with group class users concentrated in the female group over 30 years old, outdoor sports are more attractive to young people, college students and men. In the future, Keepland will also do more refined operations in course categories and crowd segmentation according to the different needs of users.
It is also reported that Keep also focuses on the development prospects of trendy sports and social networking, and as early as 2022, it has established a "Cool Sports Laboratory" and launched a large-scale sports market activity of "Sports Xiu Field", and at the beginning of this year, it cooperated with "Rough Door" to increase the layout of outdoor trendy sports. In 2023, the "City K Horse", which focuses on offline large-scale road running activities, will be even more eye-catching. It is understood that keep takes online sports content as a starting point and barrier, gradually opens up online and offline scenarios, provides users with one-stop sports solutions for the whole life cycle, and empowers the common development of the industry.
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* China Consumer Daily, China Consumer Network.
Reporter Pang Jianxin.
Edited by Li Xiaoyu.
Producer: He Yongpeng, Ren Zhenyu.