摘要现在太多的投资者把健身行业想的过于简单了，认为只需要租下场地就可以找销售团队进行预售。然后通过拉长会籍年限和压低会籍卡售价的方式抢占市场，比如某处新开一家健身房，在预售时会出现5年以上甚至10年的会籍卡，价格折合下来每年只需要几百元。杭州舒适堡健身总经理倪建明是这样评论这种现象的：“这样的卡价已经没有利润率，纯粹是为了抢占市场。十年的卡卖出去，你撑下来这十年了，那可能就活了，但往往都是撑不下来的，因为你把资源都利用完了，之后几年就没有盈利了，可能撑两三年就倒闭了。”正是因为有这种情况，俱乐部就会通过各种方式方法去发展新客户，销售时采用逼单的形式提高成单率，这样虽然可以保持健身房的盈利，但是客户的体验非常差，健身房的氛围也会严重偏向娱乐性，而不是专业性。评定教练是否优秀也只看他的销售能力，即业绩代表一切。教练对待私教会员的态度也是非常敷衍，根本体现不了专业性，这导致了很多真正优秀的教练不能适应这种模式而选择退出这一行业，这对健身产业来说无疑是一种人才的流失。71974

跟国外相比，我国的健身人群对健身知识的普及非常差，普通的有健身需求的白领很难给自己一个合理的健身计划，甚至不知道自己当前的身体状况适合怎样的锻炼方式，这类人急需一个专业性足够强的环境与指导者，这正是杭州乃至国内健身房所最缺乏的，这一现象出现的主要原因还是娱乐性为主的会籍制度导致的，所以本人认为健身房会籍制度的改变是整个健身产业发展的趋势，是必然。因此以杭州市健身俱乐部经营的研究还是有很大的研究空间的，有待进一步研究探讨。因此我决定以这一方面的研究进行了本人的选题，并通过一定的研究方法，针对杭州市健身俱乐部的经营现状进行了调查与分析。

本论文将通过对目前杭州健身俱乐部的发展现状的进行分析，结合欧美等发达国家的健身行业发展过程的经验，采用文献法、观察法、访谈法、问卷调查法和逻辑法等研究方法对杭州地区传统健身俱乐部向健身工作室的转型的趋势进行研究分析。

Too many investors are now the fitness industry think too simple, only need to rent the site you can find the sales team for sale。 Then by elongated membership period and low membership card price way to grab the market, such as somewhere new open a gym, in the sale will appear more than 5 years or even 10 years of membership card, the price is equivalent to down every year requires only a few hundred dollars。 Ni Jianming, general manager of Hangzhou physical fitness is commented that: "this price of cards have no profit rate is purely in order to seize the market。 Ten years of card to sell, you survive this decade, it may live, but are often not hold down, because you put resources to make finished。 After a few years there will be no profit may hold two or three years went bankrupt。 " It is because of this situation, the club will through a variety of ways and means to develop new customers, sold for the force in the form of a single to improve the single rate, although this can keep the gym's earnings, but the customer experience is very poor, the atmosphere at the gym will heavily biased towards entertainment, and not professional。 To assess whether the coach is good or not only to see his sales ability, that is, the results of all。 Coach treat private teaching attitude of the member is very perfunctory, simply can not reflect professional, which leads to a lot of really good coach can't adapt to this model and to opt out of this industry, which for the fitness industry is undoubtedly a loss of talent。

Compared with foreign, our fitness crowd of fitness knowledge popularization of very poor, ordinary a white-collar fitness demand difficult to give yourself a reasonable fitness plan, don't even know how to exercise for the current state of their health, this kind of people in urgent need of a professional strong enough environment and guide people, which is even the domestic gym in Hangzhou the most lacking, the main reason for this phenomenon is entertainment based membership system leads to, so I think that gym membership system changes is the fitness industry development trend and is inevitable。 Therefore, to study Hangzhou City fitness club business still has a lot of research space, needs further study。 So I decided to study this aspect of my research, and through certain research methods, according to the operating status of fitness clubs in Hangzhou city were investigated and analyzed。