From 2004 to 2012, the number of gyms increased by about 4 times, while income increased by nearly 7 times to nearly 6,000, or 3.69 billion.
According to the 2016 Fitness Instructor Training and the Asian Fitness Industry China Fitness Industry Big Data, there are currently 3.5 million fitness members in China, 364 million in fitness, and it is expected to increase to 500 million in 10 years. 33% of Chinese fitness consumers will be healthy. As the most concerned issue in life, the monthly sports frequency of the participating sports people has reached 7.5 times/month, the average fitness expenditure of the fitness people has reached 10,000 per year, and the fitness coach's confidence in the future development of the fitness industry has reached 87.6. The future development of the fitness industry is promising.
But if you are a bodybuilder with strict dietary requirements, you will find that there are not many options available on the market, so many times you will end up on your own boiled chicken breast and light salad leaves.
Catering for the fitness crowd is a seemingly logical thing but not easy to do. It needs to be precise, effective, and flexible, and it is likely to exceed the demand for delicious food (although fitness Food is not the most important goal compared to general meals.)
Vegetarian meals and light foods bring friendly attributes to the fitness crowd.
At present, we have seen a lot of salad bars and light food chains are popular. Their dishes are naturally friendly to the fitness crowd, so they enter the gym to “hook†the fitness crowd, which seems to be a matter of course. There is a restaurant in the base camp, which represents the experience of manpower, experience, stocking, and storage, so when they put their tentacles into the gym, they are more confident.
In Shanghai, the “Susuâ€, which promotes light cooking and vegetarian food, already has four branches. Their marketing practice is to carry out the “Best Partner Program†by using the restaurant discount card for fitness trainers and using their The interpersonal network radiates to the target user.
In Beijing, the Tribe restaurant opened the store directly to the gym. After three months of preparation, it was stationed in a gym in Sanlitun in December 2015. It was originally reserved for the gym, but they were indiscriminately managed, so they chose to work directly with the restaurant. It is mainly sold outside, half is the bar, and half is a freezer that displays and stores ready-to-eat meals.
(Tribe's gym restaurant is small and simple)
The gym brings more possibilities to the restaurant
Just being a takeaway station is obviously not the goal of Tribe in the gym. The cooperation with the gym has brought more possibilities and opportunities to the development of Tribe.
1. On the product, the restaurant side needs to dig deep into the deep needs of the target customers. In addition to the meals and drinks, they will also provide supplements, snacks and even daily necessities to make the brand's presence more in-depth.
(The surrounding life products deepen the brand presence)
As a pilot, this “outpost shop†is just beginning. After that, Tribe plans to open such a retail area in more gyms. The form will be adapted to local conditions. In the case of limited space and limited population, the water station may be revoked and only retained. Freezer.
2, in operation, it is the most active and front-line space for Tribe and the fitness group to contact, which can stimulate more possibilities than catering, except for Tribe employees who can get free fitness here, gym members consume in the store. discount.
Tribe once launched a one-hour class for fitness + dining here, and later plans to work with the gym's marketing and long-term courses to make food and training more consistent. Both parties can leverage each other in customer groups and market influence.
There is another direction in the “hooking†of the restaurant and the gym, that is, the gym “turns over as the owner†to open the restaurant. For the gym, it is a completely new team, and for the current types of fitness teachers who are increasingly segmented and shrinking in size, the catering department may have more people than the fitness department. This is actually a big challenge.
This is the case of Glo, located near the Beijing International Trade Zone. It is a two-story space with ground and underground. The storefront is a restaurant with a total of 30 seats, while the underground is 200 square meters. The annual membership limit is only 50. The small gym, where the staff of the restaurant and the coach are 9:2 - at first glance, fitness is more like a subsidiary industry.
(Compared to the gym, the restaurant Glo is more like a protagonist)
Non-fitness people are the bigger market
Whether it's a restaurant opening a gym or a gym to open a restaurant, how to make the two more natural and smooth, and at the same time very flexible into the personal life, is the most important thing in the customer experience. Therefore, taking a take-away will not only make the core target customers and brands more closely attached, but also make it easier for brands to spread to non-fitness groups.
(It is more important to integrate the gym and the restaurant to achieve a sense of life experience)
Like GLO's self-catering business, there is also Crossfit Slash in Beijing, whose food and beverage brand is called Invigr. At the beginning of the planning, they formulated a weekly meal plan, which means that a one-week or even longer package will be set at one time, and it will be dispatched by a special person at regular intervals.
(Weekly meal plan "pros and cons")
The same type of program is also an important business of Tribe, called Tribe Nutrition. It has a separate central kitchen space and is only responsible for the development and production of distribution meals. There are five types of products in Tribe Nutrition. Some of them, for example, slimming and slimming, are very clear to the needs of the fitness group. Some vegans are for specific diets, and some are for customers who want to “eat healthyâ€. They have different calorie standards.
Tribe Nutrition's full meal every day includes breakfast, lunch and dinner and two small snacks. If you place an order, you will find that the daily dishes are almost completely different (except for individual snacks), which is similar to Tribe's dishes. It is also a mixture of flavors in many different countries and regions.
(International healthy eating flavor makes the menu more full)
The weekly meal plan is a relatively convenient way to bind core customers at the same time, but it has two major problems that need to be circumvented.
First, flexibility
After all, the life of a modern urbanite is not always able to follow the rules and order three meals a day. The weekly meal plan may always have the situation of “forgetting to eat†and “getting too late to eatâ€, and its effectiveness will be discounted; For new users, there are some that are not friendly during the week.
So Tribe Nutrition is preparing a single-day meal or a single meal. Since they have set up a point of sale in the gym before, they will also put Tribe Nutrition's current meal in the gym for retail, so that members can buy it at any time.
Second, the price
Tribe Nutrition's slimming all-day meal is available for six days a week for a total price of $1,260, while Invigr is even higher. It is jointly developed by a food director and dietitian in a 400 square meter home kitchen. However, after two months of testing, according to the market reaction, Invigr upgraded the weekly meal, and matched with the family hospital and professional dietitian to become the high-end customized full-month fat-reducing package of 14998.
At the same time, they launched a new product, the Powerfuel microwave meal, also produced by the central kitchen, and a package including meat, staple food and vegetables is priced at less than $55. It can be kept fresh for 30 days in the frozen state, which is convenient to use at any time. At present, this product has just been launched. There are only three flavors of beef, chicken and salmon. The response is better than the previous one. The current daily sales volume is between 100-200 boxes. Invigr hopes that the central kitchen will develop more products. select.
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