破解全球增长最快连锁健身房的成长秘诀

    究竟是什么因素推动随时健身俱乐部实现了这么惊人的业绩增长？咨询公司和市场研究公司Integrity Square的创始人兼董事总经理皮特•摩尔认为，不仅是轻松良好的氛围，相反，他提到了这家俱乐部的每月会员费和每周7天、每天24小时的营业时间模式。“随时健身俱乐部的会费低廉，每个月只有35到55美元。健身房员工有特定的工作时间，从而降低了劳动力成本，但是会员可以随时来健身锻炼。”

    随时健身俱乐部未来面临的问题也同样困扰着整个健身行业：发展停滞和业务多元化。健身行业的会员人数和营收从2011年以来保持不变，尽管预计在未来几年内会实现增长，但是增长速度将低于此前。随着来自瑜伽馆、尊巴课程的竞争日益激烈，以及家庭健身锻炼的便利，这个问题已经威胁到大型健身中心未来的发展。

    然而，鲁尼恩并没有感受到威胁；他似乎很喜欢面对这种挑战。

    他说，“DVD租赁商Redbox和Netflix良好的商业模式冲击了视频租赁公司百仕达（Blockbuster），所以我们必须做好准备，看看未来会发生什么……我们未来的发展重点是俱乐部外的健身活动，而是仅仅不局限于室内的健身活动。”

    为了扩展经营范围，随时健身俱乐部创建了在线健身指南anytimehealth.com，专门介绍膳食计划，跟踪训练过程，和人们分享会员的健身成果。这个网站还计算会员在采用其营养计划期间少摄入多少卡路里，减少了多少磅体重。

    可以肯定，随时健身俱乐部不会放弃实体健身中心的基础；这家公司最近收购了丹佛脱毛护理沙龙Waxing the City。鲁尼恩表示，这家特许经营商属于“个人美容品牌”，他希望借此推动公司的发展。

    这家健身俱乐部计划在今后四年开设250家到300家新俱乐部，其中25-35%的俱乐部将位于美国以外的市场。

    如果随时健身俱乐部继续按照这个速度发展，它距离成为全球知名的健身俱乐部将为时不远。（财富中文网）

    译者：孟洁冰  

    So what has fueled Anytime's impressive growth? Pete Moore, founder and managing director of consulting firm and market research firm Integrity Square, thinks it's not just the relaxed atmosphere, pointing instead to its monthly membership costs and 24/7 operating hours model. "Anytime came in charging an inexpensive $35-$55 a month and stripped down labor costs by having the gyms staffed for a certain number of hours, but allowing members to come and go when they like."

    Future issues for Anytime Fitness are the same that have plagued the fitness industry as a whole: stagnation and diversification. The industry's memberships and revenue have flat-lined since 2011, and while growth is expected within the next few years, it will be at a slower rate than before. This, along with the growth of competition from yoga studios, Zumbaclasses, and the convenience of home workouts threatens the future of bigger gyms.

    Yet Runyon doesn't feel threatened; he seems to relish the challenge.

    "Blockbuster got beat by a better business model in Redbox and Netflix, so we must be prepared to see what's around the corner ... Our focus going forward will be on outside club activities than inside activities," he said.

    To extend their reach, Anytime Fitness has created an online health guide, anytimehealth.com, focusing on meal planning, tracking workouts, and sharing members' fitness successes with others. The website also calculates how many calories and pounds members have lost using its nutritional programs.

    To be sure, Anytime Fitness isn't abandoning its brick-and-mortar foundation; the company recently acquired Waxing the City, a Denver-based hair removal salon franchise that Runyon says is the kind of "personal improvement brand" he wants to promote with his company.

    There are plans for 250 to 300 new clubs over the next four years, and 25-35% of those clubs will be outside the U.S.

    If Anytime Fitness continues to grow at that rate, it won't be long before the entire world knows its name.