Research On Business Model Optimization Of Physical Fitness Training Institutions Under The New Situation

In recent years,the implementation of the policy of building a strong sports nation has witnessed the Chinese government’s increasing importance of children’s physical fitness.This has provided favorable conditions for the healthy growth of children’s physical fitness.Parents are paying more attention to the positive impact of sports and exercises on their children’s physical and mental health,and they regard sports exercise as an essential means to improve their children’s physical fitness.As a result,investment in sports training in every family has increased,and the support of corresponding policies and the sustained expansion of market demand have brought new development opportunities to children’s fitness training institutions.On the other hand,the outbreak and recurrence of the COVID-19 pandemic,along with the full lifting of the pandemic control measures,has posed huge impacts on various industries.Different kinds of training institutions have therefore made corresponding arrangements for class suspension according to the pandemic situation.Meanwhile,the decline in consumer spending and the some training institutions‘ absconding phenomenon have led to changes in parents’ consumer behavior,causing the early development of the children’s fitness training industry to fall to a freezing point.Under this new situation,the children’s physical fitness institutions’ traditional model of one-time prepaid charges for rapid cash flow turnover(but with a long course delivery cycle)is no longer applicable to the current market environment.The current situation faced by children’s fitness training institutions is as follows: from the perspective of business management,the course system is not perfect,core resources are wasted seriously,and franchisees lack professionalism;from the perspective of customer service,customer consumption behavior has changed during the pandemic,and the value of products and services has not deeply penetrated the hearts of customers;from the perspective of financial management,the sources of income,cost structures,and profit models are all unable to adapt to the new situation.Based on the aforementioned situation,this paper studies the optimization of the business model of teaching and training in the fitness training institutions under this new situation,hoping to solve the common issues of the sharp decline in enrollment,difficulty in course consumption,severe performance decline,serious debt of operators,and operational difficulties.Studies on fitness training institutions usually focus on their training effects and daily operation.As society progresses,people attach more importance to physical health,so fitness training has become a new way of health.However,the new situation in which the policies of "building China into a sports powerhouse," "dual reduction," and "post-epidemic era" coexist has posed a difficult challenge to the development of the fitness training industry.This paper intends to conduct an in-depth study and improvement on this issue.Firstly,by taking the children’s fitness training institution K as an example and combining the business model canvas,this study explores the business environment and competitive landscape of the fitness training institution under the new situation and probes into a sustainable business model that is more suitable for the current market conditions.Secondly,during the process of research,the conclusions are applied to practice to explore the operability of the business model.After practical verification,some correct and feasible suggestions are obtained.Meanwhile,it should also be noted that the development of the fitness training industry is not yet mature and needs continuous exploration and innovation to meet social needs.Lastly,this paper provides the directions and corresponding countermeasures for optimizing the fitness training business model in future development,hoping to provide some reference for relevant practitioners in the industry.Indeed,some content in this study has not been practiced,such as establishing a city life section for institution K with a joint short video platform and cooperating with senior sports teams and kindergartens.Therefore,there are still limitations in this part of the content,which needs process control and constant adjustment in future actual operations to achieve better results.Expected outcomes: Firstly,this study is expected to assist institution K in steadily moving forward in the new environment and achieving sustained profit growth and long-term effective and sustainable development;secondly,this study is expected to provide a reference of viable development directions and strategies for children’s physical fitness training institutions in China to adjust their business models in light of the new situation.