Existing gyms are — very well suited to the core content of “exercise,”
but indifferent to the user’s emotions while exercising and to their other desires.
> Health is ultimately a lifestyle.
1) Motivation through caring for people who aren’t healthy.
2) Motivation through seeing people who are even healthier.
3) Content about behaviors you could engage in, or things you could buy, once you’ve become healthier.
4) Sharing information on mental health alongside physical health.
5) Partnerships and advertising between exercising customers and restaurants that sell healthy products, or supply and style shops.
6) Help users form their own human networks that they can leverage in daily life around physical and mental health
(parties, study groups, clubs).
Perlman also discovered the potential of Zumba dance as a single platform spanning music, apparel, and media.
Zumba dance started out as a small business at one gym in the Miami area, targeting Latino immigrants.
Its starting point was no different from the neighborhood fitness centers we often see, but they paid attention to their customers’ emotions and lifestyles and linked that to the concept of a “party,” achieving business success.
Comparing a world-class business model with a struggling neighborhood fitness center may seem far-fetched, but the fact that they too started small makes the comparison meaningful. What fitness centers should prioritize over discount-driven price wars is picking their target and considering that target’s personality and lifestyle.
You can imagine a fitness center for multicultural families. In this global era, exchange with other countries and cultures is increasingly diverse. The number of foreigners living in Korea is rising, and international marriages are increasing. How about a fitness service tailored to foreigners that takes this domestic reality into account? It must be hard for foreigners with different lifestyle patterns, food cultures, and body types to adapt to the local environment.
(Source for the explanation: http://trendinsight.biz/archives/95796)
