"Hot and Spicy" hits theaters, celebrating the new year in the fitness industry
"Female boxers" surge, and inquiries from some gyms increase by 63%
Recently, at a fitness center in Jinan, a female student practiced boxing under the guidance of a coach.
"Hot" won the box office championship during the Spring Festival. When the lead actor Jia Ling lost 100 pounds for her character, it became the biggest hot topic. At the same time, topics such as fitness, weight loss, and boxing also increased in popularity.
The reporter interviewed a number of boxing clubs and fitness venues in Jinan and Linyi and found that the number of inquiries about boxing classes and fitness cards has increased significantly in recent days, and the number of inquiries at some gyms has increased by 63%. In addition, female students are flocking to boxing classes, and their proportion is increasing.
Text/film reporter Li Mengyao and host Yu Feng
"Chasing stars" chases him to the boxing gym
"Learn to swing your fist first, and be careful not to let your arms drop." On the evening of February 19, a private boxing class was in progress at Jinan Zhisheng Boxing Club.
Mr. Yang, the person in charge of the gym, said that this person came to take a trial class. Influenced by Jia Ling's movies, he also wanted to learn boxing.
In the past few days, there have been many trial class students driven by this. "The club officially opened on the sixth day of junior high school, but starting from the third day of junior high school, people started calling to inquire about boxing classes. Currently, more than ten people have come to try the class." Not only that, the attendance rate of students who have settled in the club will also increase after the year. Much higher than the same period in previous years.
In the Linyi Yuanqi Fitness and Fat Squeezing Functional Training Center, students are sweating profusely to the exciting music and performing various exercises seriously. Mr. Liu, a new member who just joined, said excitedly: "After watching the movie, I decided to start exercising to make myself more stylish and powerful."
"Since the movie was released, our customer traffic has increased by 25% year-on-year. Many people have been inspired by the movie and decided to come here to exercise." said Zhang Long, the person in charge of the Yuanqi Fitness and Fat Squeezing Functional Training Center. .
Zhuang Weidong, head of Linyi Jibu Sports Operation Center, also revealed to reporters that since the store is open 24 hours a day, the number of people coming to consult has increased by 63% in the past seven days since the movie was released.
Opening an online group buying platform, the reporter noticed that in addition to professional boxing clubs, most gyms also offer boxing and fighting classes. The reporter called several gyms to consult, and they all said they had received a lot of calls in recent days inquiring about boxing classes.
In order to capitalize on the marketing momentum, some gyms have advertised that movie tickets can be redeemed for a private boxing class.
Female students use firepower to "punch"
In the stereotype of most people, boxing is a niche sport that is highly confrontational and not suitable for women. In the past, male members tended to dominate boxing gyms. However, with the popularity of the movie "Hot", more and more women are joining the ranks of boxing.
"It's so touching. I'm going to learn boxing." Feifei, who had just watched the movie, couldn't contain her excitement after watching the movie. She walked out of the cinema and started searching for nearby boxing gyms on Meituan.
There are not a few viewers like Feifei, and many boxing gyms have already felt the stamina brought by the film. Mr. Xing, the person in charge of Linyi Menxing Fighting Academy, said that due to the influence of "Hot and Spicy", many people have come to inquire about boxing classes recently. Among them, girls account for 70%. Group buying experience courses on social platforms are also very popular. .
Jia Zhaorui, the person in charge of Linyi Chenrui Fight Club, told reporters that after the movie was released, the number of people who came here to try classes increased by about 20% compared with the previous year. Most of them were "post-95s" and "post-00s", and the majority were girls. "Currently Nearly 60% of our adult students are women."
"Boxing can consume nearly 800 calories per hour. It is one of the fastest fat-burning sports and is more interesting than equipment training." Ms. Yu, a white-collar worker in Linyi, said that she started trying boxing after the Spring Festival. , Jia Ling in the movie showed her confidence and charm through fitness, which inspired her. She also wants to show her beauty and vitality through fitness.
The winning boxing club has been open in Jinan for four years and currently has more than 300 members. Mr. Yang said that currently one-third of the students in the store are female students, and the proportion of female students is getting higher and higher.
"It consumes more aerobic energy than ordinary exercise, and it is not boring. The most important thing is that it has a good fat loss effect and can exercise the whole body." Mr. Ma explained, "It is helpful for cardiopulmonary function, as well as the body's coordination, flexibility, and explosive power. ; It can also release emotional stress, and many students expressed a feeling of unfinished learning after finishing the course.”
Fitness equipment welcomes sales boom
As the fitness craze continues to heat up, sales of various fitness equipment have also shown a surge. Whether it is traditional treadmills, dumbbells, or emerging fitness equipment, they have been warmly welcomed by consumers.
Mr. Wang, a Linyi citizen, ordered a pair of dumbbells online. He told reporters that after watching the movie, he also came up with the idea of fitting out, but he did not want to spend money on the gym. In order to facilitate fitness, he purchased the fitness form online. equipment.
The reporter searched major e-commerce platforms and found that fitness equipment such as dumbbells and indoor bicycles were selling hotly. Among them, a fitness kettlebell showed that more than 3,000 people purchased it within 24 hours. Customer service staff said that sales of fitness equipment have soared since the release of the movie "It's Hot". Many customers are influenced by movies and come to buy fitness equipment online, hoping to exercise at home.
In addition, some innovative fitness equipment have also become popular products on the market, such as smart fitness mirrors, VR fitness equipment, etc. "Because they combine modern technology and can bring users a richer fitness experience, they are also very popular." The salesperson told reporters that the emergence of these new fitness equipment not only meets the diverse needs of consumers, but also provides The fitness industry brings new development opportunities.
The fitness industry will enter its peak season
At 7:30 pm on February 19th, the lights were brightly lit in the Jinan Woquet Swimming Gym. Whether it was the swimming area, the equipment area, or the running area, there were many people exercising, and the sound of mechanical collisions could be heard one after another.
"Today is our third day of work. You can see that there are people on so many fitness equipments. There will be more and more people every day in the future." Mr. Ma, the person in charge of the Woquet Swimming and Fitness Center, said that he can feel that everyone is more willing to exercise this year than in previous years. More intense.
At 9 a.m. on February 20, a gym located in Linyi Wanxianghui Shopping Mall had just opened its doors, and sports enthusiasts waiting outside rushed in, eager to start warm-up exercises. "I ate too much meat during the Chinese New Year and gained a few pounds, so I exercised quickly to get back in shape. In order to facilitate fitness, I got a fitness card at the company and near home." Ms. Li told reporters.
The reporter consulted over the phone and visited a number of fitness venues offline. Everyone said that the customer flow has increased a lot.
"Not only are there more people exercising offline, but there are also a lot of people consulting online. I have received more than ten consultation calls in the past two days." The front desk customer service of a gym in Jinan said.
"On the one hand, this is a long holiday. During the holidays, people gain three pounds during the festival, and everyone wants to return to normal life through fitness. On the other hand, it also has something to do with the stimulation of chicken soup for the soul in the movie." The person in charge of Jinan Dynamics 100 Fitness Studio said, "After the Spring Festival, the fitness industry will enter the peak season. Currently, most of them are consultations. After March, the number of fitness people will increase significantly."
Mr. Yang of the Victory Boxing Club said that with the increase in students in the gym, the venue is no longer enough, and they plan to open a branch in the High-tech Zone this year.
According to the "Interesting Reading on National Fitness Trends in 2023" released by Keep, people who exercise regularly in 2023 will exercise an average of 2.47 days a week and an average of 43.5 minutes a day. "The fitness industry has been slowly recovering since last year. Affected by the overall environment, everyone is more and more aware of paying attention to themselves and investing in themselves. There will be better expectations this year." The person in charge of a fitness club told reporters .