Today, where are you working out
Our reporter Liu Rong
On September 19th, in Shenzhen, Zhong Ning, the editor of the "post-90s" book editor, invited the runners to start a 21.1-kilometer long-distance race.
In September, including online anaerobic exercise and offline running time, Zhong Ning has exercised 3144 minutes.
Nowadays, there are more and more people who love sports like Zhong Ning.
According to data released by the National Bureau of Statistics, as of 2020, the total scale of sports consumption in China has reached 1.5 trillion yuan, and the number of people who regularly participate in physical exercise is 435 million, an increase of 27 million over 2019.
"Sports fitness consumers are becoming more and more extensive, which has brought room for development to the fitness market." said Li Yanli, a professor at Beijing Sport University and director of the Department of Economics.
From club to studio
At the Zhongtian Fitness Studio in Beijing’s Fengtai District, Yang Xuan, a resident of Majiapu Street in Fengtai District, told reporters: “I used to work out at the fitness club. I just used treadmills and group classes. I lacked targeted training. "After repeated inspections, she chose this studio: "The chain stores have uniform prices across the country, relatively spacious venues, and one-to-one personal training, which is suitable for a fitness "little white" like me."
More and more consumers have withdrawn from the traditional large and comprehensive fitness clubs and walked into small and sophisticated fitness studios.
The reporter searched and found that only within 1.5 kilometers from Caoqiao Station on Beijing Metro Line 10 to Jiaomen West Station, there are 9 fitness studios.
Among them, there are as many as 6 private training studios in the Times Fengfan Building next to Jiaomen West Station.
The reporter visited and found that these studios are usually equipped with 4 to 6 coaches. The venue is smaller than a fitness club with thousands of square meters, usually about 200 square meters, and the charge is 250 yuan to 350 yuan per class. Wait.
The more courses you buy at a time, the cheaper the price of a single course.
In terms of training mode, the studio abandoned the traditional one-to-many model of fitness clubs and turned into one-to-one "personal customization". The coach will develop a special plan for each student, and adjust the course at any time according to the student’s situation. .
"I will also urge students to send me photos of three meals a day on time, so as to provide them with corresponding guidance on calorie intake." Yang Xiaoqian, a personal trainer, told reporters.
During the epidemic, traditional fitness clubs were greatly affected.
Part of the reason is that the rent cost caused by the large area and the manpower cost caused by more coaches are more; another reason is that the fitness club is more likely to form a gathering of personnel.
“During the epidemic, the gym with a swimming pool was the first to be closed, followed by a large gym without a swimming pool. The studio was more likely to survive under conditions of normalized epidemic prevention and control because of the small flow of people.” Li Yanli believes that the operating mechanism More flexibility, more precise targeting of market segments, and stronger customer retention are also the advantages of fitness studios.
See you on the cloud with the coach
Since the outbreak of the new crown pneumonia, due to many restrictions on fitness venues and personal activities, many people who have a fitness foundation like Zhong Ning choose to exercise at home.
Beijing-based fitness enthusiast Zhang Hao told reporters that he had taken personal lessons in a fitness studio for nearly a year before the epidemic and had some understanding of anaerobic exercise.
"In fact, many movements are repetitive. Now, I follow the online course for about four or five days a week, and the effect is good." Zhang Hao said.
It is understood that there are more than a dozen popular sports apps such as Keep, Gudong, Lepower, and Yuehuan.
These apps not only have a rich variety of professional sports courses, but also have interactive functions such as check-in and community, which have attracted many users.
"No matter online or offline, all exercise methods are beneficial. The key is to choose the exercise method that suits you. Many self-weight exercises and small-strength exercises can be carried out at home, which is convenient and effective." Professor, School of Sports Human Sciences, Beijing Sport University, Said Qiu Junqiang, director of the Sports Nutrition Engineering Center.
A yoga mat and a piece of sports clothing are the standard equipment for home fitness.
Compared with a fitness studio that costs several thousand yuan a month, the cost of home fitness is greatly reduced.
Online sports apps provide high-quality free courses to attract users.
Even the paid courses are much cheaper than fitness clubs and fitness studios.
Zhang Hao started to exercise at home during the epidemic.
In order to take some high-quality courses, he bought an online membership of 178 yuan a year, plus other sports equipment, the total cost of a year does not exceed 3,000 yuan.
Digital technologies represented by big data, artificial intelligence, cloud computing, and the Internet have played an important role in the development of the online sports and fitness market. However, "seeing on the cloud" with coaches lacks face-to-face real-time guidance, and it is difficult for users to judge themselves. The degree of completion of the action.
"Smart, simple, flexible, and popular among young people are the advantages of online sports apps, and the poor experience is an obvious disadvantage." Li Yanli said that the current online sports APP market has fierce industry competition and unreasonable market structure. Top companies have weak voice, difficulty in realizing traffic, irregular industry operations, and lack of unified standards for operations.
In the future, the online fitness market has more room for development and improvement.
"Smart Fitness" is in the ascendant
Internet thinking and AI artificial intelligence technology are bringing more surprises to fitness enthusiasts.
Open the exclusive APP of Leke Fitness, and you can see the nearest store automatically pushed by the system on the homepage.
After becoming a member, scan the door opening code provided by the APP at the door, and you can enter the well-equipped gym for self-service fitness.
In many cities, the number of smart gyms has increased dramatically.
According to the "2020 China Fitness Industry Report", as of December 2020, the total number of smart gyms in my country's stock market is about 32,000, accounting for 32.7% of the total number of commercial gyms in the country.
"In the era of digital economy, the digital transformation of the sports and fitness industry is an inevitable trend." Li Yanli said.
In smart gyms like Leke, consumers can enjoy the convenience of 24-hour self-service fitness, without frequent sales interruptions, and the monthly payment method of consumption allows more freedom of consumption.
"It is especially suitable for people like me who often work overtime and travel on business." Wang Andong, who works in the marketing department of an Internet company, told reporters that at present, Leke has more than 600 stores in more than 20 cities such as Beijing, Shanghai, Hangzhou, and Shenzhen, even when traveling on business. You can go to other places to exercise with your membership at any time.
In addition to smart gyms, smart fitness mirrors are also popular.
Since the end of last year, nine domestic brands have launched fitness mirrors suitable for home sports.
These fitness mirrors, priced from 2500 yuan to 7800 yuan, are equipped with a variety of fitness courses. The "mirror + tablet" function allows fitness enthusiasts to observe the completion of their actions while training with the display. The fitness mirror equipped with an AI camera can also accurately recognize the user's movement standard and make real-time corrections.
Offline fitness is easily limited by time and space, and the interactive experience of online fitness is insufficient, and the fitness mirror seems to lower the barriers to participation in sports fitness.
"The fitness mirror enriches people's fitness consumption choices and meets people's individual fitness needs. At present, the user's follow-up use efficiency of fitness mirrors is relatively high, which better makes up for the shortcomings of the existing fitness market product supply." Li Yanli said.
The reporter found in the investigation that, as a new thing, fitness mirrors are not widely known and accepted by fitness enthusiasts.
It is understood that to hang this mirror weighing more than 20 kilograms, a load-bearing wall is first required, and secondly, a space for movement in front of the mirror of at least 4 square meters needs to be reserved.
"For many young people living in rented houses, smart fitness mirrors are indeed not a convenient choice." Zhong Ning said.
Our reporter Liu Rong
Our reporter Liu Rong