In the fitness industry, different gender groups show their own unique exercise preferences and motivations. Although both men and women generally agreed on the importance of exercise to “improve health” and “establish a healthy lifestyle,” there were significant differences in the type of exercise they chose and the goals they pursued.
Male fitness enthusiasts tend to participate in ball sports, and their main goal is to increase muscle mass and build body shape through exercise, with a particular focus on building abdominal and pectoral muscles
Female bodybuilders, by contrast, prefer sports such as dance and gymnastics. These activities not only help them shape their bodies, but also provide a way to express themselves and interact socially.
In the field of yoga, many people, both men and women, are attracted to its deep relaxation and integration of body and mind. Yoga not only emphasizes the improvement of physical strength and flexibility, but also promotes inner peace and balance.
This analysis mainly focuses on two categories of fitness and yoga in the fitness industry
1. Fitness
The disadvantages of traditional gym mode drive the birth of new gym mode
The business model of the traditional gym itself has some drawbacks: on the one hand, the high deposit and debt brought by the prepaid card model make its cash flow fluctuate greatly; On the other hand, the characteristics of heavy sales and light service make it ignore the back-end user experience to a certain extent. Therefore, even without the impact of the underlying technological reform of the Internet, traditional gyms may fall into the bottleneck of growth.
Traditional gym
* Survey data show that most of the reasons why gym users do not choose traditional gyms are related to their operation model that focuses on sales and light service, and the Top 5 mainly include resistance to the annual card payment model, negative impression of forced sales and dissatisfaction with the business ability of private education.
* In the process of gradually exposing the drawbacks of the traditional gym model, the new gym gradually emerged, and the industry ushered in a new stage of growth.
New gym
* The new gym refers to a comprehensive offline gym that charges users with fragmented payment and shares class fees as the main income model for coaches.
* Specifically, on the client side, the payment mechanism of the monthly/monthly payment card enhances the willingness of new users to try new products and lowers the threshold of re-purchase for old users; On the coaching side, the income model of sharing heavy class fees forces fitness coaches to promote users to re-purchase and improve their own income by improving service quality.
* The new gym mainly focuses on lightweight operation in store operation mode, cancels membership consultant, and mainly uses digital tools to achieve user access.
* The emergence of new gyms has boosted the development of the industry and promoted the transformation of the gym industry from the traditional “sales driven” to “service driven”.
2. Yoga
The number of users of universal yoga has increased significantly, and video practice and online yoga have flourished
* Affected by the high price of customers and strong professionalism, yoga has stayed in a relatively niche high-end service for a long time, and the yoga population is mainly 20-40 years old high-income women, mainly heavy yoga users of offline yoga studios.
* In the “Internet +” and “post-epidemic era”, with the launch of a large number of home yoga videos and live classes on video platforms and fitness apps, a large number of interested users have been attracted to participate, and the number of pan-yoga users has increased significantly; The yoga venue is simplified, and “living room fitness” has become another mainstream.
* Pan-yoga users are often unable to focus on a single yoga project for a long time, and prefer to participate in a wide range of yoga projects, the demand for yoga equipment is more is better, a little taste and stop.
Yoga movement characteristics
1. User generalization: Under the epidemic, the pan-yoga users caused by interest have increased rapidly, and occasional practice and occasional consumption are their main characteristics
2. Venue simplification: The current yoga practice venue is more diverse, in addition to the offline professional yoga studio, the yoga movement scene is more simplified
3. Rich courses: In order to adapt to the different fitness needs of universal yoga, medium and heavy yoga users, and different levels of yoga practice ability, yoga courses are more enriched
4. Equipment upgrade: With the improvement of users’ fitness demands, the investment in yoga has increased
Comprehensive analysis of the fitness and yoga industry, we can see two trends: first, the popularity of health awareness has accelerated the growth of the industry; Second, diversified and personalized services have become the key to development. Technology convergence, the rise of online platforms and social interaction are shaping the future of this market. It is expected that with the increasing emphasis of consumers on physical and mental health, and the continuous launch of innovative services in the industry, the fitness and yoga industry will maintain a steady growth trend.