Analysis Of Strategic Transformation Of Fitness Clubs’ Operating Mode During The Post-pandemic Period

The fitness sector plays a crucial part in attaining the objective of making China a country strong in sports and a healthy nation for everyone since it caters to the growing needs of the population for a better living.The growth of conventional brick-and-mortar fitness clubs has slowed throughout the post-pandemic period.However,maintaining a healthy body has replaced losing weight as the most important goal of fitness training,and the new,concentrated customer demand has produced the new circumstances necessary for the fitness sector to thrive.Brick-and-mortar fitness facilities must think about switching to the “Internet plus” exercise model if they hope to survive in the market.This paper takes the transformation strategy of the operation mode of fitness clubs in Shouguang City as the research object.11 clubs of different regions and sizes,their members and managers are investigated,and the current situation of the operation of the clubs is analysed by using literature reading method,fieldwork,interviews and questionnaires,and the SWOT analysis method is used to draw out the factors affecting the development of the clubs,such as merits,demerits,opportunities and threats,to construct The SWOT matrix of club development was combined with the algorithm of random decision forests to rank the importance of the factors affecting the satisfaction of fitness clubs,and to find out how consumers,operators and the environment in which the clubs are located affect the transformation of Shouguang fitness clubs to the “Internet Plus” fitness operation mode.The paper aims to provide strategies for the transformation of Shouguang fitness club operation mode in the post-pandemic period.The main findings of this paper are as follows:1.In the post-pandemic period,the state insists on putting the focus of economic development on the brick-and-mortar economy,which also lays the policy foundation for the recovery and development of the fitness industry.2.Most fitness clubs in Shouguang City are based on traditional operation models.The ratio of male to female members is basically equal,members are between 19-40 years old and generally have a high level of education with certain economic strength to participate in fitness;The main factors influencing consumers’ choice are the distance to the club and whether the club venue,equipment and supporting facilities meet expectations.Nearly 60% of members exercise less than 1-5 times a month,which cause the main reason for the low number of fitness is the constraint of working time.3.The operation mode of Shouguang City Fitness Club is relatively retrogressive.The club has irregular fund management,and lacks the ability to budget in advance and control in the face of emergencies;Lack of management system,especially in terms of staff management,there is no effective rules and regulations,resulting in the overall quality of the club;Without an effective management system or software,the management of member information and fitness data is easy to be confused or even lost,and problems such as the inability to provide fitness guidance and services for members in a more targeted manner need to be solved urgently.4.Most clubs compete with price to seize market share without giving first priority to consumers,also blindly pursue return of funds,which results in a decline in customer stickiness and reduced consumer loyalty.5.The operation model of “Internet plus” fitness uses advanced information technology to intelligently upgrade traditional fitness clubs,which makes up for the shortcomings and shortcomings of traditional operating models,and the transformation of operation mode is the only way for the healthy and sustainable development of Shouguang fitness clubs.In view of the above conclusions,the following strategies are proposed for the transformation of the operation mode of Shouguang club: club operators should keep abreast of relevant policy documents issued by the state and the government and grasp the direction of the development of the times;Put consumers first,and clubs should always focus on consumer needs in providing fitness services;Facilitate the personnel management,improve the overall quality of the club,and provide a good fitness environment for consumers;Better club fund management,enhance the sense of urgency,and reserve anti-risk expenses;Absorb the advantages of the new fitness club operation model,draw into management system or software,transform to intelligent and shared while retaining the advantages of fitness clubs,and innovate traditional fitness brands in combination with the characteristics of the“Internet plus” fitness model to gain market competitive advantage.