Gym fitness has become very common in China. The emergence of the COVID-19 has caused a huge impact on the fitness industry. In order to prevent the spread of the epidemic and ensure the safety of the people, the state has to take measures such as "closing cities and roads", which also makes the fitness industry basically stagnant. Therefore, it is particularly important to explore the specific strategies of how to develop the gym after the epidemic.

The COVID-19 is spreading all over the world and has a huge impact on the fitness industry. During this period, the offline activities of gyms basically stopped, and according to the situation of epidemic prevention and control, the opening date of domestic gyms has been postponed again and again. Even if it can be opened, it will be difficult to achieve normal operation under the influence of the epidemic, and it will take a long time to recover. The epidemic spread throughout the country, which also had a great impact on the psychology of consumers. The recovery of mentality also needs a certain process. Large gyms have a longer recovery cycle than fitness studios. At this stage, the healthy development of the gym will be a solution to the epidemic in the fitness industry.

Nowadays, the concept of health has become increasingly common, and the fitness industry is booming. With the development of the concept of fitness, the fitness industry can maintain long-term competitiveness and vitality in today's market environment only by formulating correct development strategies.

In view of the impact of the epidemic on the fitness industry, this paper analyzes the current problems and puts forward corresponding solutions to ensure the later development of the gym.

Main problems faced by health clubs after the epidemic

High risk of prevention and control

High financial pressure

Membership stickiness is not enough, and there is a large loss of professionals

High risk of prevention and control

Fitness venues are densely populated, and are faced with a relatively closed environment with poor air mobility, so the risk of epidemic prevention and control is high. Especially in areas with serious epidemic, closed venues with a large flow of people have been completely closed. Even if fitness venues in other areas are not closed, from the perspective of self-protection, members' willingness and frequency to go out for fitness will be greatly reduced.

High financial pressure

During the epidemic period, the long-term closure of fitness clubs will make the stores bear the dual financial pressure of rental expenditure and labor cost. Most of the fitness clubs are located in the downtown area of the city, and the store rent is high. If it cannot be partially reduced, most small and medium-sized fitness clubs will be difficult to maintain because of some expenses, leading to closure. At the same time, most fitness clubs in China still rely on the pre-sale mode to earn "the first pot of gold". The sudden epidemic has undoubtedly broken the industrial chain of fitness clubs, and the aftermath of centralized pre-sale has become the most important problem faced by clubs.

Membership stickiness is not enough, and there is a large loss of professionals

Due to the impact of the epidemic, the health club stores will be closed for a long time, which will reduce the activity and stickiness of old members, which is not conducive to the subsequent renewal of members, thus further increasing the operating pressure of the stores. On the other hand, the income from coaches and sales of the club will be greatly reduced. The first problem faced by the fitness club will be the departure and retention of personnel. Without familiar professional trainers, customer satisfaction will be reduced or a vicious circle will be formed.

The new development trend of fitness clubs in the late epidemic period

The market environment of fitness industry is changing rapidly

The demand for high-quality fitness services will be raised to a new level

Health function may become one of the competitive ways of gym in the future

The market environment of fitness industry is changing rapidly

Small and medium-sized fitness clubs with weak anti risk ability should find the right position, and do a good job in the collaborative construction between them as far as possible on the existing basis. The decentralized market is transforming into a relatively centralized market for head clubs and boutique fitness clubs. Therefore, small and medium-sized fitness clubs can integrate resources with each other, help each other, and change their ideas, so as to make themselves bigger and stronger on the basis of overcoming the current difficulties.

The demand for high-quality fitness services will be raised to a new level

The epidemic has accelerated the reform of China's fitness industry, accelerated the popularization of fitness, and even promoted the structural proportion of boutique fitness clubs in the industry. Under the impact of the epidemic, the remaining boutique fitness clubs will become the main consumption objects for middle-class consumers to improve their health awareness. The fitness budget of middle-class consumers is increasing, while fitness clubs with more obvious brand are developing, and fitness clubs that mainly promote the concept of quality and health are developing. Compared with traditional studios, they are more in line with the needs of young middle-class people.

Health function may become one of the competitive ways of gym in the future

The epidemic situation is objectively a popular science of health awareness. After the epidemic, health has become the focus of attention. After the epidemic, people's physical needs and mental trauma will make more people's awareness of fitness deeply awakened, and will reshape people's new lifestyle. Health and physical exercise play an important role in people's life after the epidemic, and people's consumption demand for physical exercise and physical fitness will emerge new momentum. Health function will become the new development direction of fitness club.

Development strategy of fitness club in the late epidemic period

Improve public health and increase health services

Build the brand competitiveness of the gym

Improve public health and increase health services

Creating a comfortable training environment for members is the first priority. The fitness club is a crowded place. Therefore, in the late stage of the epidemic, it is necessary to do a good job in the sanitation and disinfection of the venues every day, and mark the daily disinfection information in an eye-catching place, which is the primary factor to bring a sense of fitness security to each member. Provide hand sanitizer and alcohol wiping products, portable thermometer, free mask, etc. for members' convenience. At the same time, the body temperature of each member who comes to the gym shall be measured at the entrance, and whether the member is qualified to enter the gym shall be determined strictly according to whether the body temperature of the day is normal and whether the health code is qualified. Members with suspected symptoms such as cough, fever and general fatigue shall be patiently discouraged. All on-the-job coaches and other staff shall be strictly tested, and their body temperature shall be reported every day. Those with cold, cough and other symptoms shall be forced to rest.

Build the brand competitiveness of the gym

Brand competitiveness is an important support for an enterprise to maintain its vitality in the market competition. It is the performance of an enterprise's strength. It has important value and significance for the development of an enterprise. The brand competitiveness of an enterprise involves the quality of the industry, the service of the enterprise and the culture of the enterprise. That is, product quality is the foundation, enterprise service is the extension, and enterprise culture is the core. In recent years, due to the short development time of Gymnasiums in China, there are many problems in the business model, cost structure, service content, competition pattern and so on, and the construction of brand competitiveness cannot be considered.