Shenyang Metropolitan City Commercial Fitness Club Development Present Situation And Countermeasure Research

Along with the development of the society, people’s life-style has beenchanging, while the implement of "the national fitness program" has also beendeeply developing. While the national fitness activities are widely publicized inthe whole society, a lot of commercial fitness clubs facing the public consumersarise at the moment, and get a great development. Sports fitness clubs, as a newindustry, become an important form of promoting public sports. They are alsothe most convenient and effective way of participating in physical activities forthe public and the main vehicles of social sports development. As the promotionof urbanization in Shenyang, the development of the city provides goodoperating environment for the development of commercial fitness club. At thesame time, the healthy development and the good operation of these clubs alsoeffectively promote the urbanization. Therefore, deepening the study of thecommercial fitness clubs has the vital significance for the further perfecting thefitness market, promoting the fitness industry, and improving the urban quality.The methods of literature、 expert interview、 questionnaire survey、mathematics were applied to analyze the influencing factors of20representative commercial fitness club’s internal and external environment inthe scope of main districts of Shenyang. The paper puts forwardcountermeasures for the development of Shenyang commercial fitness clubs.The research results show that:1. Shenyang’s current politics, economy, social environment and theachievement of the implement of the "the national fitness program" created goodoperating environment for the development of fitness clubs. It is thus clear thatthe commercial fitness clubs in Shenyang enjoy a broad market, and theirdevelopment potential is tremendous.2. The fitness clubs mainly concentrate in the5districts of the Shenyang city, relying on prosperous commercial districts. The community fitness clubsare the future trend of development. From the aspect of capital and the areasinvested, the large、medium and small investment scales coexist, while theprivate section prevailing now. The business model has elementary single andchain store. The main management form is membership system and theoperating items are complete. The supporting facility is relatively perfect; themarketing mode is primitive. The profits are not satisfied，but the fitnessindustry has good prospects for development.3. The education grounds of the trainers are various, mainly bachelor orabove degree. The coaches obtain (AFAA, FISA, LESMILLS etc) qualificationcertificates through training organization. Full-time and part-time coachescoexist. Some coaches’ salary is low. And the personnel mobility is great byanalyzing the service year.4. The aims for fitness are mainly for body building, body shaping andrelieving pressure; from the aspect of consumers’ characteristic, the consumersare mainly16to35years old, and the female preponderates, accounting for53.77%, while the male mainly for apparatus. The frequency and time of fitnessare relatively steady, affected by the income level of constraint. Theconsumption level of the low income people is limited. The consumers arerelatively satisfied with the clubs, and think the price is reasonable.