Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

FIBO China: A Chinese Puzzle

Jak Phillips went to FIBO China and filed this report

Published in Health Club Management 2019 issue 9
Jak Phillips
Jak Phillips
The online to offline model – where businesses build an audience through a slick digital presence and then channel them towards physical sites – is highly popular in China and made possible by the ubiquity of WeChat

Stormy seas make for great sailors.” This was the prescient theme of the presentation from my fellow speaker Christian Mason – MD of Virgin Active South East Asia – at the Fit Business Live event held at FIBO China in Shanghai last month.

The eloquent Australian was discussing the story of how Virgin Active quickly became a dominant player in the Singapore and Thailand markets from a standing start, but he could equally have been referring to the unlikely situation currently unfolding in the Chinese gym market.

As anyone who’s been to China will attest, the country is full of surprises. And two of the preconceptions I arrived with were well and truly scotched during the course of my week-long trip.

I’ll start with the good news. For all the headlines warning of smog, pollution and wastage, China (or Shanghai at least) is in the midst of an ecological epiphany. The country of red is determined to go green, with recycling bins now dominating every house, hotel and office, while legions of neighbourhood champions are being paid to ensure people play by the rules and diligently sort their rubbish. Single-use plastics are also off the menu as China seeks to cut down on waste and repair the impact that exponential growth has had on its environment.

Winter is coming
The bad news – perhaps more relevant for this audience – is that all is not rosy in the Chinese gym market. Contrary to popular perceptions of endless double-digit growth, driven by a burgeoning middle class, the fitness industry has indeed hit stormy seas and is in the midst of a major slowdown. Aggressive overexpansion has led to a number of club chains going bust in recent months, while the fiscal headwinds slowing the wider economy have meant clubs are being starved of outside investment.

Reliable data is difficult to come by, but many of the operators in attendance at FIBO China were of the poetic view that “Spring has been, and winter is coming”, with suppliers also feeling the resultant pinch.

In some ways, the Chinese club market is following the path of the global fitness industry, but in others, it’s delightfully divergent. One of the main topics at the Fit Business Live event – hosted by Les Mills – was the need for clubs to shift from a sales-driven to service-driven approach in order to add value to members and shore up sky-high attrition rates: a topic familiar to many readers, I’m sure.

Conversely, another hot topic was the exciting opportunities afforded by the high-tech, low-touch business model being deployed to devastating effect by one of the rising stars of the Chinese club market: Super Monkey.

Set to reach 200 sites by the end of 2019, Super Monkey is a low-cost boutique, offering a mix of own-brand and Les Mills workouts. Users book classes via their phone (neatly, they can also book their friends in) and receive a passcode 10 minutes before the class, which they use to access the studio. The lack of staffing and the low square footage required (a small curtained-off area to change in is the only amenity other than the studio) means Super Monkey studios can open virtually anywhere. And they’ve been doing exactly that.

Tech savvy
The online to offline business model – whereby businesses build an audience through a slick digital presence and then channel them towards physical sites – is highly popular in China and made possible by the ubiquity of WeChat.

Whether it’s speaking to friends, paying for a meal or applying for a loan, virtually all business in China is conducted via this app (which makes extensive use of QR codes), with the resultant integrated experience opening up a world of marketing opportunities for digitally-savvy clubs like Super Monkey to own the entire customer journey and a wealth of data.

Given the need for enhanced member experience and the boom in innovative boutiques, group fitness was another hot topic at the event, with its impact on retention and ability to offer quality and consistency to fast-scaling businesses held up as a key factor in its prominence across all segments of the Chinese club market.

Elsewhere at the FIBO show, you continued to encounter a curious blend of the fresh and familiar. Aside from the usual mega-stands from all the big equipment suppliers (I always spare a thought for the poor presenters who have to work-out for the entire day and pretend they’re enjoying it) there were some interesting activation experiences, with Reebok-sponsored functional fitness competitions deftly blending the spectacle of an event with clothing retail opportunities.

Looking ahead
That said, there was also the unedifying sight of men and women in Speedos and oodles of fake tan competing in bodybuilding contests, surrounded by supplement stands where muscle-bound men flex their biceps on beat to German techno. Ours is a vital and professional industry, that’s come a long way since the 80s. So why do we continue to give a platform at our events to a niche sub-culture that for so long has brought mockery on us, scared people away from gyms and marred us with accusations of steroids and supplement abuse? I’ve got nothing against the sport of bodybuilding, but aren’t we’re shooting ourselves in the foot by continuing to willingly associate it with the modern physical activity sector?

Anyway, rant over. Aside from the trade show, FIBO China had a series of star speakers adding sparkle to the education stream on the Friday, including Rene Moos, Jonathan Fisher and Herman Rutgers. I had to leave by then, so I can’t recount what was said, but I’m sure most readers will be familiar with their work and wisdom already. Suffice to say, the calibre of industry professional FIBO China is able to attract is testament to the growing importance of the Chinese gym market. Stormy seas may currently be rocking the boat, but surely its long-term course is set fair to become the next fitness superpower.

Group exercise classes and bodybuilding demonstrations entertained the crowds at FIBO China
Group exercise classes and bodybuilding demonstrations entertained the crowds at FIBO China
http://www.leisureopportunities.com/images/imagesX/141972_362210.jpg
HCM's Jak Philips reports on the most recent FIBO from China and covers the importance and popularity of the online to offline business model in China for the fitness industry as well as explaining why he believes the Chinese gym market is 'on a major slowdown'.
Jak Phillips, FIBO, China, fitness,Jak Phillips, FIBO, China, fitness
People
HCM people

Gita Sjahrir

Founder, R-FITNESS
We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential
People
you can never sit back and say ‘yeah, we’ve got it now, it’s all sorted’. With each change of government, each change of minister, you have to keep working on those relationships
People
people are together on the climbing walls, cheering each other on, coaching each other, interacting, laughing and enjoying each other’s company. It’s a completely different environment from anything I’ve ever seen
Features
feature
As ukactive pushes for government to focus on physical activity for healthcare, Brad Tucker, managing director at Premier Global NASM, explains how the training provider is evolving its programmes to help fitness professionals deliver person-centred, holistic health solutions
Features
Group exercise
Does your fitness studio offer the antidote to tech-driven loneliness?
Features
Supplier showcase
Pulse Fitness has installed a premium fitness facility at The University of Liverpool, fitting the space with its state-of-the-art equipment to appeal to staff and students alike
Features
Circuits
Circuits are a powerful way to deliver a controlled and effective workout to people of a range of abilities in a short time frame. HCM reviews some of the leading systems
Features
feature
“We can include those yet to take the plunge into wearables,” says Myzone’s Dave Wright
Features
Supplier showcase
Northumbria University has partnered with Matrix Fitness to fit out its newly refurbished sports centre and gym, using the latest in fitness technology to motivate members
Features
IHRSA Update
IHRSA’s Kristen Walsh shares highlights from The 2019 IHRSA Health Club Consumer Report into the US fitness market, as well as giving universal advice about how to stay relevant
Features
Latest News
Mid-market health club operator Total Fitness has acquired Pro-Fit Personal Training. The deal follows a ...
Latest News
PureGym is set to become the second largest fitness operator in Europe, after revealing plans ...
Latest News
The Glass House Retreat, a new eco-friendly health and wellness retreat, has opened in Bulphan, ...
Latest News
A large-scale study on genetics has shown that being more physically active reduces the risk ...
Latest News
The Gym Group has confirmed plans to roll out a new small box format in ...
Latest News
Representatives from the three main political parties have backed the view that physical activity has ...
Latest News
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
Latest News
Almost half of children and young people (46.8 per cent) in England are doing the ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: GLL chooses Ethitec’s Tiara9 system for its exercise-based public health referral schemes
The Tiara9 system has been selected by leisure trust, GLL, to support the nationwide rollout of its Healthwise GP referral programme.
Featured supplier news
Featured supplier: Harlands Effect: Make Your Business More Profitable
Harlands Group is a membership management service for health and fitness operators, which interacts directly with members to effectively manage membership payments.
Video Gallery
Harlands Group Overview
Harlands Group
An overview of the Harlands Group, the membership management experts. Read more
More videos:
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: DFC
DFC
At DFC, we offer totally transparent revenue management solutions with clear pricing and no hidden ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Comfort Zone - Davines S.p.A: Skincare
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Wearable technology solutions
MyZone: Wearable technology solutions
Audio visual
Hutchison Technologies: Audio visual
Locking solutions
Ojmar: Locking solutions
Trade associations
International SPA Association - iSPA: Trade associations
Spa software
SpaBooker: Spa software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Property & Tenders
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates

features

FIBO China: A Chinese Puzzle

Jak Phillips went to FIBO China and filed this report

Published in Health Club Management 2019 issue 9
Jak Phillips
Jak Phillips
The online to offline model – where businesses build an audience through a slick digital presence and then channel them towards physical sites – is highly popular in China and made possible by the ubiquity of WeChat

Stormy seas make for great sailors.” This was the prescient theme of the presentation from my fellow speaker Christian Mason – MD of Virgin Active South East Asia – at the Fit Business Live event held at FIBO China in Shanghai last month.

The eloquent Australian was discussing the story of how Virgin Active quickly became a dominant player in the Singapore and Thailand markets from a standing start, but he could equally have been referring to the unlikely situation currently unfolding in the Chinese gym market.

As anyone who’s been to China will attest, the country is full of surprises. And two of the preconceptions I arrived with were well and truly scotched during the course of my week-long trip.

I’ll start with the good news. For all the headlines warning of smog, pollution and wastage, China (or Shanghai at least) is in the midst of an ecological epiphany. The country of red is determined to go green, with recycling bins now dominating every house, hotel and office, while legions of neighbourhood champions are being paid to ensure people play by the rules and diligently sort their rubbish. Single-use plastics are also off the menu as China seeks to cut down on waste and repair the impact that exponential growth has had on its environment.

Winter is coming
The bad news – perhaps more relevant for this audience – is that all is not rosy in the Chinese gym market. Contrary to popular perceptions of endless double-digit growth, driven by a burgeoning middle class, the fitness industry has indeed hit stormy seas and is in the midst of a major slowdown. Aggressive overexpansion has led to a number of club chains going bust in recent months, while the fiscal headwinds slowing the wider economy have meant clubs are being starved of outside investment.

Reliable data is difficult to come by, but many of the operators in attendance at FIBO China were of the poetic view that “Spring has been, and winter is coming”, with suppliers also feeling the resultant pinch.

In some ways, the Chinese club market is following the path of the global fitness industry, but in others, it’s delightfully divergent. One of the main topics at the Fit Business Live event – hosted by Les Mills – was the need for clubs to shift from a sales-driven to service-driven approach in order to add value to members and shore up sky-high attrition rates: a topic familiar to many readers, I’m sure.

Conversely, another hot topic was the exciting opportunities afforded by the high-tech, low-touch business model being deployed to devastating effect by one of the rising stars of the Chinese club market: Super Monkey.

Set to reach 200 sites by the end of 2019, Super Monkey is a low-cost boutique, offering a mix of own-brand and Les Mills workouts. Users book classes via their phone (neatly, they can also book their friends in) and receive a passcode 10 minutes before the class, which they use to access the studio. The lack of staffing and the low square footage required (a small curtained-off area to change in is the only amenity other than the studio) means Super Monkey studios can open virtually anywhere. And they’ve been doing exactly that.

Tech savvy
The online to offline business model – whereby businesses build an audience through a slick digital presence and then channel them towards physical sites – is highly popular in China and made possible by the ubiquity of WeChat.

Whether it’s speaking to friends, paying for a meal or applying for a loan, virtually all business in China is conducted via this app (which makes extensive use of QR codes), with the resultant integrated experience opening up a world of marketing opportunities for digitally-savvy clubs like Super Monkey to own the entire customer journey and a wealth of data.

Given the need for enhanced member experience and the boom in innovative boutiques, group fitness was another hot topic at the event, with its impact on retention and ability to offer quality and consistency to fast-scaling businesses held up as a key factor in its prominence across all segments of the Chinese club market.

Elsewhere at the FIBO show, you continued to encounter a curious blend of the fresh and familiar. Aside from the usual mega-stands from all the big equipment suppliers (I always spare a thought for the poor presenters who have to work-out for the entire day and pretend they’re enjoying it) there were some interesting activation experiences, with Reebok-sponsored functional fitness competitions deftly blending the spectacle of an event with clothing retail opportunities.

Looking ahead
That said, there was also the unedifying sight of men and women in Speedos and oodles of fake tan competing in bodybuilding contests, surrounded by supplement stands where muscle-bound men flex their biceps on beat to German techno. Ours is a vital and professional industry, that’s come a long way since the 80s. So why do we continue to give a platform at our events to a niche sub-culture that for so long has brought mockery on us, scared people away from gyms and marred us with accusations of steroids and supplement abuse? I’ve got nothing against the sport of bodybuilding, but aren’t we’re shooting ourselves in the foot by continuing to willingly associate it with the modern physical activity sector?

Anyway, rant over. Aside from the trade show, FIBO China had a series of star speakers adding sparkle to the education stream on the Friday, including Rene Moos, Jonathan Fisher and Herman Rutgers. I had to leave by then, so I can’t recount what was said, but I’m sure most readers will be familiar with their work and wisdom already. Suffice to say, the calibre of industry professional FIBO China is able to attract is testament to the growing importance of the Chinese gym market. Stormy seas may currently be rocking the boat, but surely its long-term course is set fair to become the next fitness superpower.

Group exercise classes and bodybuilding demonstrations entertained the crowds at FIBO China
Group exercise classes and bodybuilding demonstrations entertained the crowds at FIBO China
http://www.leisureopportunities.com/images/imagesX/141972_362210.jpg
HCM's Jak Philips reports on the most recent FIBO from China and covers the importance and popularity of the online to offline business model in China for the fitness industry as well as explaining why he believes the Chinese gym market is 'on a major slowdown'.
Jak Phillips, FIBO, China, fitness,Jak Phillips, FIBO, China, fitness
Latest News
Mid-market health club operator Total Fitness has acquired Pro-Fit Personal Training. The deal follows a ...
Latest News
PureGym is set to become the second largest fitness operator in Europe, after revealing plans ...
Latest News
The Glass House Retreat, a new eco-friendly health and wellness retreat, has opened in Bulphan, ...
Latest News
A large-scale study on genetics has shown that being more physically active reduces the risk ...
Latest News
The Gym Group has confirmed plans to roll out a new small box format in ...
Latest News
Representatives from the three main political parties have backed the view that physical activity has ...
Latest News
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
Latest News
Almost half of children and young people (46.8 per cent) in England are doing the ...
Latest News
A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in ...
Latest News
Fitness industry veteran Nick Coutts has been appointed chair of Danish fitness tech firm Motosumo. ...
Latest News
The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: GLL chooses Ethitec’s Tiara9 system for its exercise-based public health referral schemes
The Tiara9 system has been selected by leisure trust, GLL, to support the nationwide rollout of its Healthwise GP referral programme.
Featured supplier news
Featured supplier: Harlands Effect: Make Your Business More Profitable
Harlands Group is a membership management service for health and fitness operators, which interacts directly with members to effectively manage membership payments.
Video Gallery
Harlands Group Overview
Harlands Group
An overview of the Harlands Group, the membership management experts. Read more
More videos:
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: DFC
DFC
At DFC, we offer totally transparent revenue management solutions with clear pricing and no hidden ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Comfort Zone - Davines S.p.A: Skincare
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Wearable technology solutions
MyZone: Wearable technology solutions
Audio visual
Hutchison Technologies: Audio visual
Locking solutions
Ojmar: Locking solutions
Trade associations
International SPA Association - iSPA: Trade associations
Spa software
SpaBooker: Spa software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Property & Tenders
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab