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4. The opportunities and challenges of gym industry
According to11 the public reports from Bureau of Sports of Taipei City Government in 2013 we can have the outline of exercising population. Approximately 83.3% Taipei citizen exercise for the purpose of being healthy and most of them go outdoor exercising. 86% male
respondents have exercising habits and 80.8% female respondents have exercising habits.
Figure 25: The percentage of Taipei citizens who have the exercising habits
Most of Taipei citizens’ respondents claimed that they exercise 2 (17.9%) and 3 (17.8%) times a week. In average, there is 3.43 times per week in this survey.
11 < The overview of Taipei citizen exercising habits in 2013>included sample number:
130,250 phone calls. Samples are from average 1,068 in each administration area and the valid rate is 82.1%
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Figure 26: The frequency of Taipei citizens exercise per week12
Through the report of sports bureau and the thesis survey, the awareness and education about the importance of a healthy lifestyle obviously continues to increase especially in
fast-pace cities. With that better understanding is the certain knowledge that exercise improves energy and health levels. The market demand is still strong, and the density of gyms or studios along the MRT of Taipei is high. Even consumers that have shied away from the traditional gyms are getting their groove back in boutique workout studios, outdoor boot camps and even some online do-it-yourself programs. The gyms owners are trying to find the type of fitness business and niche that will work for the local community. The studios label themselves by
12 Source: <The overview of Taipei citizen exercising habits> from the Bureau of Sports of Taipei City Government in 2013
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specific exercising items blooming in recently year such as TRX, Yoga , cycling and boxing in Taipei.
According to the Nielsen Global Exercise Trends Survey 2014, we can find more insights from the facts, “The low or reasonable price doesn’t always the elixir of membership.”
Figure 27: What main drives people into fitness facilities in Nielsen Global Exercise Trends Survey 201413
13 Source: Nielsen Global Exercise Trends Survey 2014
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The top driver for people into fitness facilities is convenint location. The rest of factors are the atmosphere, equipment and friends.
Figure 28: The insights behind the drives14
Furthermore, “affordable” and “offer a good deal” only rank the 6th and 11th drivers respectively. It reveals that customers emphasize “value” more than “price.” Besides the payment, the survey discovered that the customers take their traffic cost and convenience into
14 Source: Nielsen Global Exercise Trends Survey 2014
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consideration. Location matters the potential customers. That’s the reason why the thesis focuses in urban area. The lifestyle and consumption habits differ from the citizens. In competitive urban area, there are many choices and substitutions of the gym. Amplifying the promotion is no longer the elixir of sales but need to create the synergies wither other drivers such as atmosphere and peer group might be the tips.
The gym industry in Taipei also faces a number of challenges and competitions. The
pricing wars are fierce and competitive. For Taipei citizens, the public sport centers are one of good choice in price, convenience and choice variety. They provide uniform pricing of $50 per hour or $1500 for monthly payment for using the fitness facilities.
The Big companies pour dollars into advertising and get in front of the potential consumer.
Two-part pricing or block pricing are the strategies they will take to secure the royalty of membership and sustain the premium brand image. They can afford special deals and low starter rates that a smaller business can’t afford. The most important principle is the pricing
policy for big company should be consistent between the branches. The frequent discounts or
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fancy promotions should be avoided, or the brand will lose the exclusive and premium brand image.
The mid and small studios can offer the flexibility to potential customers which are adopted
uniform pricing. They need to devote on more interactions in local community to maintain the relationship between members as their niche. For example, “MyFitness” in Taipei targets
young parents and emphasize the childcare service in the gym.
And for the personal trainers can provide private sessions in a client home or shared studio to cost down the rent for venue. “Good Times Fitness playgroud” is the example brand
which focus the community power rather than owing the venue. They recruit the girls to exercise in public space such as park, school playground even shared the rent of gym. They define the “gym” is not only the place but also the peer group and the inspiring atmosphere to
make you constantly exercise.
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The other challenge is new media and technology brings new training style. Online options are expanding. People can watch videos or even live classes and join virtual communities to share their experiences. Additionally, the wearable technology with biometric data - people can get real-time information about their workouts - making a professional trainer or even a group class less necessary. Meanwhile, the challenges could be the opportunities for the new starters or entrepreneurs. In survey, half of people search gym information on internet or social media. The customers tend to be aggressive to search the information they need which means the brand have more chance and channels to access if you make good use and
application of media and technology. They will facilitate you to provide more professional and customized health knowledge and personal exercising data to your customers.
In the end, the customers will evaluate how much they can gain physically or mentally as the satisfaction to continue the membership. The variety of classes or equipment for choice and use could be important. Extra benefit or service may be the bonus items. Thus, the price strategy of the gym is a crucial factor on consumer buying decision and it’s a dynamic process not a steady status.
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Reference
1.TSENG, LI-CHUAN <PE in the universities> , “ How the female customers choose service quality from the development of gym and fitness franchises” (2004)
2 Paul H.Ray, <The Cultural Creatives: How 50 Million People are Changing the World.>(1998)
3.Business Week <The Fitness Factory Spent 7 Years to Become Local Largest Chained Gym> 2015
4. The statics research from the Ministry of Finance
5. P215-212 “ The new threshold of sports and leisure activities: A study of development and future prospects of taipei sports center” <Quarterly of Chinese Physical Education> 2012.6 6. The Rule and Reference for Public Sports Center 2014
7.Can World Gym turn over the fitness culture in Taiwan? <Global Views Monthly
> ,Dec.2010. Vol.294.
8.<The overview of Taipei citizen exercising habits> from the Bureau of Sports of Taipei City Government in 2013
9. Nielsen Global Exercise Trends Survey 2014
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Appendix: The questionnaires
選擇付費健身房消費者對價格方案的偏好調查
The Research towards the potential customers who are considering to choose and is going to a paid gym in Taipei and New Taipei City
您好! 這不是推銷置入，您在問卷中所提供的資訊，僅作為學術研究之用，不會做為商 業用途，敬請安心填寫。問卷目的是在探討「大台北地區有意願選擇付費健身房的消費
者對不同價格方案的偏好」。感謝您的寶貴的時間！ 若有任何疑慮請與我聯絡:
heatherlin.tw@gmail.com
NCCU IMBA 研究生林函潔 敬上
This is not sale kit or promotion package from the gym. This is an academic research from NCCU IMBA student. The purpose of the questionnaires is to discovery the price preference of potential customers who are considering to choose and is going to a paid gym in Taipei and New Taipei City. Thank you for the time to read and fill in.
Contact me if there is any doubts: Heatherlin.tw@gmail.com
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1. 請問您目前居住地? (必填)
□ 台北市 □ 新北市 □ 其他(選填此選項者非此問卷的主要對象，不用往下填答，非 常感謝您花時間點閱)
1. Where are you staying now? (Necessary)
□ Taipei □ New Taipei City □ Others ( If you checked this item box, you are not the target interviewers of this questionnaires. Thank you for the time. )
2. 性別 (必填)
□ 男 □ 女
2. Gender (Necessary)
□ Male □ Female
3. 請問您的年齡？ (必填)
□ 20─30 歲 □ 31─40 歲 □ 41─50 歲
□ 51-60 歲 3. Age (Necessary)
□ 20─30 years old □ 31─40 years old
□ 41─50 years old □ 51-60 years old
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4. What is your occupation? (Necessary)
□ Student □ Internet/ Information technology related □ Government employee eg. Military, Teacher □ Media/Advertise/PR related □ Service □ Finance and Insurance related □ Free lancer □ Medical/Health care related □ Sports/Fitness related □ Other________
5. 請問您現在運動的頻率？ (必填)
5. How often do you exercise? (Necessary)
□ Once a month
□ Once per two week
□ Once a week
□ 2-3 times a week
□ 4-5 times a week
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6. What is your main motive to think about going to a paid gym? (Necessary and single choice)
□ For the personal health.
□ To be more fit or gain the muscles.
□ To achieve certain physical purpose or to prepare for the sport event such as 21k Marathon
or Ironman Triathlon
□ Develop the exercising habit.
□ Release the pressure.
□ Get together with friends or the peer group.
□ For fun or kill the time.
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□ Other_____________
7. 請問平均而言，您每月願意花在運動的消費金額為？ (必填，單選題)
□ 我不願意花錢 □ $500 以下 □ $501-$1000 □ $1001-$1500
□ $1501-$2000 □ $2001-$2500 □ $2501-$3000 □ $3001-$5000
□ $5001-$10000 □ 其他__________
7. Averagely, how much you are willing to pay on exercising every month？ (Necessary and single choice)
□ I am willing to paying nothing. □ Above $500 □ $501-$1000 □ $1001-$1500 □
$1501-$2000 □ $2001-$2500 □ $2501-$3000 □ $3001-$5000
□ $5001-$10000 □ Other__________
8.考慮付費健身房時 (只能選一個)
□ 價格是我最主要第一個的考量因素
□ 價格只是我眾多考量因素之一
□ 價格不在我考量內
8. Considering the paid gym to go, what’s in your mind? ( Single choice)
□ “The price” is the main factor in my consideration.
□ “The price” is one of the factor in my consideration.
□ “The price” is not in my major consideration.
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9.搜尋付費健身房資訊主要來源? (必填)
□直接去離家/公司近的健身房或運動中心
□ 網路或社群網路
□ 朋友推荐
□ 得到免費體驗優惠或資格
□ 傳單或報章雜誌等傳統媒體
□ 其他
9. Where do you search for payment information of the gym? 搜尋付費健身房資訊主要來 源? (Single choice)
□ Go to the gym to ask the sale person
□ Search on internet or social media
□ The mouth-of-word from friends or peer group.
□ Get the free experience to go
□ From the DM/ Magazine/TV
□ Other
10.選擇付費健身房時，您最主要考量的因素？ (必填，只能選一個)
□ 位置或交通便利性 □ 該品牌形象或口碑 □ 人員服務 □ 硬體設備的品質和齊全度
□ 師資 □ 清潔 □ 價格 □ 其他__________
10. What is the main criteria of choosing a paid gym? (Necessary and single choice)
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□ Location or traffic convenience □ The brand or the month-of-word of the gym □ Staff service □ The quality of the equipment and the environment □ The quality of the class and the coaches □ Cleaness □ Price □ Other________
11.請問目前令您感興趣的健身房項目? (必填，可複選)
□ 重訓設備及器材
□ 有教練在帶領及教授專業的大眾課 eg.瑜伽、舞蹈、TRX
□ 一對一私人教練
□ 其他 _______________________________
11. What are the exercising items in a paid gym you might interested in? (Necessary and multiple choice)
□ Professional weight training equipment.
□ The group classes ,which there is the coach instruct the members such as, Yoga, dance, boxing, TRX, fitness training.
□ One on one personal coach class
□ Other______________________________
12. 請問您現在有固定去的付費健身房或運動中心嗎？ (必填)
□ 有。(請跳答第一部份:13-17 題)
□ 無，有在考慮 (請跳答第二部份:18-22 題)
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□ 無，完全不考慮 (選填此選項者不用往下填答，非常感謝您花時間點閱) 12. Are you attending in any paid gym or sports center membership now？ (Necessary)
□ Yes (Please answer the FIRST PART below: no13-17)
□ No, but I am considering to choose one (Please skip to the SECOND PART:no18-20)
□ No, I am not considering a paid gym. ( If you checked this item box, you can stop HERE.
Thank you for the time! )
第一部份: 您目前有固定去的付費健身房
FIRST PART: YOU ARE GOING A PAID GYM NOW
13.請問您現在去的健身房是哪家? (名稱及運動項目類型) ___________________
13. What’s name/type of the paid gym you are going now? _____________________
14.請問您現在去的健身房的收費方式
□ 付會員費，依照「使用時數/堂數」收費
□ 無會員費，依照「使用時數/堂數」收費
□ 付會員費，每月固定堂數扣款制
□ 無會員費，每月固定堂數扣款制
□ 付一次年費全年可使用
□ 其他__________
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14. How does the paid gym charge you?
□ Pay the member fee and charge by actual use hours or class numbers.
□ Without the member fee and charge by actual use hours or class numbers.
□ Pay the member fee and charge every month on the fixed package.
□ Without the member fee and charge every month on the fixed package.
□ Pay the annual member fee and go anytime within the year.
□ Other__________
15.您滿意現在健身房的收費方式嗎?
□ 滿意 (跳答 17 題)
□ 沒意見 (跳答 17 題)
□ 不滿意 (接答 16- 17 題)
15.Are you satisfied with the payment way of your gym?
□ Yes, satisfied (Skip to no.17)
□ No comment ( Skip to no.17)
□ No, I am not satisfied ( Answer no 16-17)
16.若可重新選擇付費健身房時，以下何者最吸引我? (單選題)
□ 價格優惠: 免入會費或直接打九折
□ 數量優惠: 以個人使用的總堂數或總時數，越多越便宜
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16. If you can choose the paid gym again, which benefit you will prefer most? (single choice)
□ Direct benefit: Member fee free or 10% off
□ Quantity benefit: The more you buy, the unit price will be lower.
□ Quantity benefit: The more you and your group buy, the unit price will be lower and you can share the benefit.
□ Time benefit: Off-peak-time benefit. You can pay less if you come before 18:00 during working day.
□ Time benefit: Within limited time, pay certain fixed payment and all you can go.
□ Flexibility: No membership contract limited the use/valid time.
□ Flexibility: The membership can be transferred or given to others.
□ Other_______________
16.若以上皆非，請簡述您理想的付費方案及金額。
If none of above, then you can propose your own ideal payment way here.
________________________
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17. 若健身房推出新產品或新服務，您願意願為在意的細節多付費?(單選題)
□ 我願意為了更專業的師資或運動項目多付費
□ 我願意為了設備的齊全度及時時更新的專業器材使用多付費
□ 我願意為了特別時段或小班制(10 人以下) 多付費
□ 我願意為了一對一私人教練多付費
□ 否，價格實惠最重要
17. Are you willing to pay more if your paid gym claim that they upgrade in following package? (single choice)
□ Yes, I am willing to pay more for more professional coach or advanced workshop
□ Yes, I am willing to pay more for more professional training equipment and environment.
□ Yes, I am willing to pay more for small group (below 10 people) class
□ Yes, I am willing to pay more for one-to-one personal coach class.
□ No, the price matters for me. I am not willing to pay more.
第二部份: 您目前沒有固定去的付費健身房，正考慮中
SECOND PART: YOU ARE NOT GOING A PAID GYM BUT CONSIDERING
18. 在選擇付費健身房時，以下何者最適合我? (單選題)
□ 依照「使用時數/堂數」的方案最適合我
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□ 「每月制」:每月固定可使用堂數:例如每月四堂、八堂、十二堂包成方案扣款最適合 我
□「付一次年費全年可使用」的方案最適合我
18.What kind of payment I will prefer most? (Single choice)
□ Pay by actual use hours or class numbers.
□ Pay every month and go fixed number (eg.4,8,12) or package classes.
□ Pay the annual fee and anytime I can go within the year.
19. 在選擇付費健身房時，以下何者最吸引我? (單選題)
□ 價格優惠: 免入會費或直接打九折
□ 數量優惠: 以個人使用的總堂數或總時數，越多越便宜
□ 數量優惠: 跟別人或團體湊總堂數或總時數，越多越便宜
□ 時段優惠: 離峰時段優惠
□ 時段優惠: 在限定期限單一價格全時段可使用
□ 不綁約，無需整年或長時間綁定
□ 會籍可轉讓或贈予
□ 其他_______________
19. When choose the paid gym , which benefit you will prefer most? (single choice)
□ Direct benefit: Member fee free or 10% off
□ Quantity benefit: The more you buy, the unit price will be lower.
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□ Quantity benefit: The more you and your group buy, the unit price will be lower and you
□ Quantity benefit: The more you and your group buy, the unit price will be lower and you