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However, due to the impact of the epidemic, the Justin & Julie Fitness store has been temporarily suspended and all members’ effective classes have been extended for two months. At present, Justin & Julie Fitness has launched live broadcast plans on Huya, First Live, and Douyin. As of February 7, Justin & Julie Fitnes has done a total of 120 live broadcasts, with a total length of nearly 7000 minutes.
Creating content barriers , the rise of boutique gyms
In traditional gyms, group lessons have always been an “affiliated” service. The report shows that members’ pre-paid and personal education courses account for more than 90% of traditional gym income. “Training exercises can not bring considerable profits to traditional gyms. Most coaching instructors are part-time and have a lot of mobility.” A fitness industry practitioner said.
But this “affiliated” business, which is not valued by traditional gyms, has become popular in recent years. The main boutique group exercises have sprung up. In addition to Justin & Julie Fitnes, new-style gyms such as Super Orangutan, Lucky, and Keepland have used group classes One of the core businesses, small group exercise studios are everywhere.
This phenomenon stems from the new generation of consumers who pay more attention to the social and fun of fitness. According to the data provided by Lego, the number of participants in Lego’s group exercises accounted for 70% of the total number of visitors. Another survey showed that 52% of millennials (post-80s) and 50% of generation Z (post-90s) like group exercises and like to participate in sports with a sense of collective participation and social attributes.
Capital also favors these new gyms that specialize in group exercises. Several domestic group exercises gyms have received several rounds of financing. As we all know, it is difficult to expand the scale of traditional offline gyms, and it is difficult to bring short-term returns to investors. On the one hand, it is difficult to standardize and expand rapidly, and it is difficult to replicate quantitatively; On the one hand, it is because of higher operating costs and lower profit margins. The gym is the same as catering, “open a store and make a money”, but because of its pre-sale card model, companies often face the risk of breaking the capital chain.
But these new gyms undoubtedly broke this deadlock. First, the pay-per-view group exercise model is easier to replicate. Second is the purposeMost of the group exercises on the market in the past are basically sold on a time-by-time basis, and the gym funding chain is healthier. In addition, the group exercise gym is more convenient for cross-border cooperation. Justin & Julie Fitness cooperates with the venue owner to provide the venue. The Justin & Julie Fitness provides the overall solution and operation of the group exercise. The coaches and courses are exported. In the end, the profit sharing between the two parties is Super Orangutan and Keepland. There are also cases of cross-border cooperation.
With the rise of “small and beautiful” gyms, the rich and varied group exercise classes have become a new brand competition point. At present, the domestic gymnastics gymnasium generally introduces the Lai-Mei curriculum system. Lai-Mei courses are updated every three months, and dozens or even hundreds of courses are updated every year.
At the same time, emerging gyms such as Justin & Julie Fitness are also continuing to introduce industry coaches to join in, and set up their own training teams for different group exercises. At the same time, continue to cooperate in depth with international courses IP such as Lamezumba, etc. Set up your own course development team and continuously attract users by constantly updating the course.
For Justin & Julie Fitness, although the gym will still be suspended from operation due to the epidemic, it still cannot stop its expansion plan. After the completion of this round of financing, it will continue to expand the number of stores. It is expected that the scale of stores will be expanded to one year. 2-3 times.