Author: 槑 槑.
Number of words: 3105 words.
Suggested reading time: 13 minutes.
Finally, an ordinary consumer came to ask how to play the pear ball. Liu Di, founder of 24kick Fighting Academy, said in the live broadcast.
At the beginning of the Year of the Dragon, Jia Ling's "Hot and Hot" drove the girls who came out of the theater and vowed to be **. There are also many ordinary users who are interested in Jia Ling's boxing training pear ball and begin to discuss professional issues in boxing.
Liu Di deliberately posted on the *** of 24kick fighting, and launched an activity of exchanging a private lesson with a movie ticket stub, and on the other hand, he also popularized boxing and more member cases that changed lives through boxing. Some coaches reported that members would also take Jia Ling's training ** to the coach to learn the movements of animal logistics.
Jia Ling's case of **100 pounds a year has stimulated the fitness consumer market after the year to varying degrees, and the sports economic observation has also interviewed several different types of fitness clubs. On the one hand, after the New Year, it is a small peak for everyone to exercise, and on the other hand, with the blessing of the movie "Hot and Hot", members have also increased to varying degrees in buying cards to renew classes.
** Still the main appeal
More than 90% of the domestic fitness market is the most demanding, and it has always been the case, and it will continue to be in the future. Fu Yunhong, wegymer fitness brand center, said.
Since the sixth day of the Lunar New Year, Jianmeng's Meituan Dianping consultation has begun to enter a peak, with the number of inquiries tripling the usual amount and twice that of the same period last year. Since the seventh day of the Lunar New Year, the sales volume of live broadcasts on the Douyin platform has reached twice that of the same period last year.
A veteran driver who has been working for many years said after watching the movie: "Although Jia Ling has an extremely professional team of coaches and nutritionists behind her, her success also depends on her own perseverance and determination, and her training plan and diet must be extremely strict to achieve such amazing results." ”
The members watched the movie and were infected by Jia Ling's 100 pounds lost and shocking sports performance, and they also had clear fitness goals and plans.
You're the fifth member today to swear to me that you're going to be good this year. ”
Screenshot of Jingjing's chat history with members, provided by the interviewee.
After resuming work, the coach of Leke Nanjing kept receiving information from members about class appointments, mostly because they watched Jia Ling's movies to make class appointments. Since she arrived at the store, she has basically finished classes every day. Some members were worried about the tight schedule of the coach, so they made an appointment with the coach for a week in advance. Jia Ling's movie did drive the determination of the members, and some members asked when they were training when they would be able to deadlift 120kg. He said quietly.
The picture shows the class schedule that has been quietly filled by members.
Whether members exercise on a whim or on a whim has also become a more concerned issue for coaches.
In Jingjing's view, whether members are enthusiastic or develop continuous exercise habits will have a greater relationship with the coach's course arrangement and daily communication with members. "If you just exercise to achieve your goals, it's easy for people to retreat, especially if you're new to exercise, after all, exercise will be hard and there will be bottlenecks. But if we take one thing that can be healthy and become a habit, then it is sustainable. ”
As Jing Jing said: "The proportion of enthusiastic members may not be too large, but the members who have been exposed to exercise are more affected by Jia Ling's time, so they choose to continue to persevere."
Not only did the membership of clubs and coaches grow better after the year, but Bian Ruiying, a fitness blogger and the first sister of Chinese fitness, also posted a short ** on Douyin to solicit fans with large weights, and helped fans with a two-month ** plan for public welfare. This includes a precise training plan and diet plan.
*As soon as it was issued, fans sent it out in the comment area**. Bian Ruiying finally selected a 190-pound girl as the lucky winner in the comment area. In Bian Ruiying's follow-up update, we see that the plan will be completed by Bian Ruiying in cooperation with Apprentice Eighteen.
*Screenshot of Bian Ruiying's Douyin**.
The lucky man, known as "Little Wang", will live with Eighteen, and the rent will be paid by Bian Ruiying. Bian Ruiying is responsible for food and accommodation, and Xiao Wang only needs to bear the money for a two-month card in the gym.
Bian Ruiying said, "One of my private lessons is 2,000 per class, and for Xiao Wang, it is free to practice throughout the whole process." At the same time, the training process and daily life will be broadcast live during the training period, so that fans can witness the changes of fans. ”
More fitness bloggers posted Jia Ling's ** with the same action to rub the traffic. The fitness club also took advantage of the hot spot of the movie to publicize the fat loss cases of members, and launched preferential activities to buy classes and renew cards after the festival to encourage members to exercise after the holiday.
Keep members practicing
Jia Ling**'s 100 pounds of hot and hot made the fitness people burst into tears in the theater. Members of perennial fitness can empathize with Jia Ling's diet and training. Reaching 120kg of deadlift training in a year also gave the girls in the gym a new goal of masturbating. Health clubs and fitness trainers can also use Jia Ling's traffic to attract more members.
Jia Ling successfully lost 100 pounds, which stimulated everyone's enthusiasm to enter the gym.
According to the big data of the "2024 Spring Festival Fitness Boom" released by Leke Sports, the number of single-store members who went to the store to exercise during the Spring Festival increased by 21% compared with the same period in previous years (2021 and 2022); And the two days after the festival (218-2.19) Compare the Spring Festival period (21-2.17), the average daily value of registered users of Leke Sports soared by 60%. In terms of age, 45 of the users who exercised during the Spring Festival were between the ages of 21 and 303%, with the largest increase among those aged 41 to 50.
The beginning of spring after the year is a small peak for various health clubs. Jianmeng also combined Jia Ling's hot spots to carry out the "knowledge popularization" of scientific fitness and fat loss for members. At the same time, in terms of advanced qualifications, old members can invite friends to Jianmeng to experience personal training services for free, and friends will be rewarded with cash coupons and brand customized peripheral gifts when they arrive at the store. Leke will also launch a personal training full reduction activity every year after the year. Super Gorilla has also increased the number of classes, making it easier for members to make appointments.
Although users' curiosity about boxing courses has increased, the conversion volume of boxing users is not ideal. Through our interviews, we found that members are more inclined to lose fat than boxing courses**, and the 24kick Fighting Academy's campaign to redeem movie ticket stubs for private lessons did not translate well. The relevant person in charge of Super Gorilla Fitness also said: "The courses of the fat loss camp are also more popular after the New Year, and the courses during the Spring Festival are not bad. In the Fighting Combo course, the increase is not obvious, probably because of the higher unit value. ”
From the perspective of the market, boxing's private lessons and small group classes are slightly higher than other regular courses, although everyone will have more understanding and curiosity about boxing after watching the movie, but they are more inclined to lose weight through exercise, not necessarily boxing. The influence of boxing courses may also need to be driven by professional boxers such as Zhang Weili and Li Jingliang, so that more people can feel the charm of boxing.
Whether it's boxing or fat loss classes, the core appeal of users is to slim down through exercise. In Fu Yunhong's view: "For fitness venues, no matter whether there are hot spots or how long they can last, they still have to return to the user experience and fitness effect, "help users lose weight safely and effectively", so that users can not only "walk in", but also continue to "practice".
The market will become more and more "volume".
There is no shortage of sports people and consumers in China, but there is a shortage of sports consumers.
Pamela, Liu Genghong, Jia Ling, they are all leading the upsurge of national fitness in different ways. The star effect and traffic will slowly fade after all. Fans have the motivation to exercise for a while, but whether members who enter the gym because of their enthusiasm for a while can have lasting sports consumption habits is the key to the healthy development of the fitness market.
Two years ago, Liu Genghong led fans' fat-burning shuttlecocks all over the Internet in the Douyin live broadcast room, and heard "The fat on the waist click off, and I want the mermaid line vest line" became a magical voice. Liu Genghong's live broadcast room is known as "the world's largest gym", and the many aerobics designed by him have led to a phenomenal national fitness boom.
In 2023, Liu Genghong released a new book "Practicing Freedom", which he hopes can help more people develop good fitness habits and eventually become the person he wants to be. He wrote in "Practicing Freedom": "True freedom is the ability to re-establish the order of life after controlling the dominance of the body. ”
Compared with 2022, Liu Genghong's hot searches are much less. Jia Ling will rush to the hot search in 2024, and set off a boom in national fitness, this time more to let users go into the gym to start strength training or boxing and functional training.
History doesn't repeat itself, but it always rhymes.
The star effect will drive a temporary fitness boom, and what the fitness market needs more is to develop healthily after several years of reshuffle. A joint effort from fitness practitioners to health clubs.
Some people in the industry**, the fitness market in 2024, whether it is a club or a group of coaches, will become more and more "volume". Some coaches of Leke stores also reported that from the second half of 2023, they feel that more groups from different industries have joined the coaching group. Three new coaches came to his store in three months. Coaches from major Internet companies, traditional commercial gyms, and sports professionals who have been engaged in the coaching industry for many years have joined their stores. This makes the coaches more and more "rolled" both in service and professional.
As Fu Yunhong said: "The development of fitness coaches is directly affected by the industry ecology. If the fitness consumer market is good and the fitness venues are operating benignly, the income and career development of fitness coaches can be guaranteed. Only when the existing coaches survive and develop well can they attract more high-quality fitness enthusiasts to join the industry. ”
We need the head fitness companies to take the lead and provide a good career development platform for coaches, and we also need fitness companies and coach supply institutions to let fitness coaches return to professionalism and effect delivery, so that coaches who love professionalism and serve attentively have a better soil for survival.
This article** originated from the Internet.