THIS ARTICLE CONTAINS DISTURBED AND KILLING MATERIALS,
READ ON YOUR OWN RISKS.
SAY BYE BYE TO COMMERCIAL GYM,
SAY BYE BYE TO THE ONCE CONSIDER THE TOP GYM IN THE WORLD,
THE BEST GYN IN YOUR STATE, OR THE GYM NEAR YOU
For my others prediction article Ghost Gym Is The Next Generation Gym
Some of you might know that I just back from visiting India”s startup hub, Bangalore. The purpose of this trip is to visit India”s no.1 fitness apps healthifyme . I am not going to talk about healthifyme , if you’re interested , feel free to read below article:
It is really an eye opener for me , after talking to sir Tushar the founder of India”s no1 fitness apps , healthifyme .
As an offline trainer for more than 8 years now, I do notice the changes from offline to online coaching, but I dint came across any platform or any online coaching that is as big as healthifyme ! Great job !
In this article , you will learn about , why the bricks and mortal will be swallowed by the cyber fitness .
THE FALLEN OF THE BRICKS AND MORTAL FITNESS CHAIN.
Let’s look at the business model of Fitness First , so that you can have a better understanding on how does actually a commercial gym operate.
source from – vizologi
The infographic above is pretty much self explain .
The things that i want to grab your attention is that , bosses or whatever CEOs in the fitness industry are way too brilliant in studying competitors”s business model ,and try to be innovative by changing some of the business elements here and there from their competitors , and there is nothing wrong with this .
The only thing that is wrong , is that these guys are just looking at the their direct competitors , the bricks and mortal business , and they often forgotten about what is actually going on in this world , COME ON , we are living in a cyber space now!
What if i tell you that :
All the key activities ,customer relationship in above business module can be done in one application , and the operation cost can be minimize while the revenue can be maximize ?
SO WENG , DO YOU MEAN THAT GYM IS NOT GOING TO WORK ANYMORE IN THE FUTURE?
Well , gym will still works , but the business structure and the revenue stream will be different .
Today”s Gym and Why Online Is Killing It
A health club (also known as a fitness club, fitness centre, health spa, and commonly referred to as a gym) is a place that houses exercise equipment for the purpose of physical exercise. – wikipedia
One of the main revenue generator for gym is personal training .
Can you imagine that a gym without personal training ? Nar , but it will happen in the next 5-10 years , in fact it is happening now , and it will be fierce and it is going to swallow all the face to face personal coaching in the very near future .
One of the best “attractors” for people to join gym is the group training session offered .
Can you imagine a gym without a group classes? IT IS HAPPENING NOW !
Another reason why people join a certain gym because of convenience . Well , with online training , you can do it anywhere , anytime .
IT IS JUST CRAP TALKING WITHOUT NUMBERS
2 main things that changes the behaviour of how people engage with the gym :
- the way of learning
Let me go through above information with you first . This is a record that i pulled out from facebook audience insights on an analysis on what age group and gender of people that interested in fitness first(FF) Australia .I did not have the priority to access to FF database , so this will serve as a good indicator .
13% of women at the age of 18-24 are interested with Fitness First Australia
15% of women at the age of 18-24 are interested with Fitness First Australia
43 % of women at the age of 25-34 are interested with Fitness First Australia
46 % of women at the age of 25-34 are interested with Fitness First Australia
26 % of women at the age of 35-44 are interested with Fitness First Australia
25 % of women at the age of 35-44 are interested with Fitness First Australia
GRAPH D :
18 % of women at the age of 45-65+ are interested with Fitness First Australia
17 % of women at the age of 45-65+ are interested with Fitness First Australia
HOW TO USE THESE DATA
note:this is the same graph as above.I put it up here again for better viewing purpose
Each group i give a name to it:
- Group A will be the baby group .
- Group B & C will be the Gold Diggers group , as most company are digging money from them .
- Group D will be the golden age group .
The main age group that joined fitness first is the people that GROUP B age 25-34 ,43% for women and 46% for men , or a combination of GROUP B & C 89% of women from age 25-44 and 71% of men from age 25- 44 .
WHAT WILL HAPPEN AFTER 10 YEARS
Obviously the group B will move to group C , and group C will move to group D , as they aged.
So , when group B moved to group C , literally the business will loss 43% of their business from Women and 46% from men ,unless group A is transiting smoothly to Group B to cover up the lost . When group C moved to group D pretty much is not the business”s targeted market anymore .
So , the company basically will loss more nearly half of the business if A do not transit to group B .
Will Group A Move ?
Obviously there are going to dive into group B .
❌ I DOUBT THIS WILL HAPPEN , and this is where The Cyber Gym Is Taking Over The Bricks and Mortar Gym occur .
Let me tell you why.
People that at the age of 18 -24 now , are consider the Gen Z population . Their upbringing , the way they learn things are so much different from the previous generation. In psychology we called it socialization . The way they interact with the environment is so different , and this is going to change the way they spent their money , including joining a gym and engaging with a personal trainer.
Some Statistic for you :
- The vast majority (95 per cent) of eight to 11 year olds had accessed the internet ‘in the last four weeks”.
- Children in this age group use multiple internet-enabled devices; up to three for a 10 to 11 year old.
- Thirty-seven per cent of eight to nine year olds and 51 per cent of 10 to 11 year olds have – at some time – accessed the internet via a handheld mobile device.
- Mobile phone ‘ownership’ increases significantly with age. We found that 11 per cent of eight to nine year olds have their own mobile phone, increasing to 67 per cent of 12 to 13 year olds. (According to 2012 ABS data, 29 per cent of children aged five to 14 years of age have a mobile phone.) – kidsmatter
This group of people , are born and raise with ” cell phones” literally . They learn stuff online , they write , they read ,they listen and they communicate online . For them online is the only and best way to learn things. They have been conditioned in this way since young . I doubt that , they can even have a proper conversation face to face to others people .
” Weng , i am still confuse , why the Bricks and Mortar Gym Will be Swallowed ?”
Man , you are slow!
In short , face to face personal training is not going to works on the Gen Z . They will feel damn weird and inconvenience to do so . As they can learn things online , why the heck they need to pay hundreds to thousands of dollars to hire someone , while they can get an online programme for the cost of a mcdonald ?
Well , you might say , because they need someone to check on their posture , blah blah blah .
10 years back this is the reason why offline personal training works , 10 years later , with the advance of technology , this is just nonsense and excuses .
Move U is a popular online coaching programme that able to fix your posture and make your back pain free,without any face to face coaching .Check them out !
Stop giving yourself excuses and think forward ! There might also be a gadget that able to connect with your phone to make sure your posture is right !!! (i am visualizing this )
In fact , there are alot of online face to face coaching in the market , people coach yoga , group exercise online with a very affordable price .
Example web site:
HOW BRICKS AND MORTAL ARE GOING TO GET SWALLOWED EVEN FASTER ?
There are just way too many of limitation in operating and also setting up a gym. For example:
- How much needed to operate a gym ?(high cost)
200k USD ?
- How much staff you need to hire to run a gym ?
At least 4-5 (anytime fitness module)
- Can your staff be there 24/7 when members need them?
The list can go forever , but with the advance of internet , all these limitation can be eliminated .
HOW INTERNET CHANGES THE GAME OF FITNESS?
Internet make our life so easy , even starting up a fitness business.
A gym owner might need to folk up a $200k to set up a new branch at a new location , but with online coaching , one server can potentially covered the whole nation !
For example ,
A traditional CEO want to set up 10 locations in Thailand , and each branch cost $200k , so total will be $20,00,000😱 .
A smart start up CEO want to set up a online fitness business in whole Thailand , and it cost $200k to have a good server to cover the whole Thailand .
Which one sounds better ? THE SMART START UP CEO !
A better picture for you to think about .
WENG , DOES THIS MEAN THAT ALL OFFLINE GYM IS GOING TO SHUT DOWN ?
The answer to you is no ! But the nature of the business will change .
With more and more youngster would like to dive into entrepreneurs , i believe that the traditional gym business module should change to a more entrepreneur fitness gym module and also online based .
For example , a gym that allow free lance coaching , ghost gym that cater for free lance trainer ,a personal training apps that provide live coaching etc .
Another trends that i predict will be storming into the market is house gym . I will talk more about this on my next article .
Above are just my humble opinion on the fitness industry . Feel free to share your opinion in the comment box.