Sunrise Gym 銀髮健身房商業計畫

Abstract

Taiwan has turned into an aging society since 2018, with the percentage of senior people above 65 years old reached 14% of our total population. And the percentage of the senior people is expected to raise to 20.7% in 2026 (National Development Council’s forecast, 2018), making Taiwan a super-aged society then. With the enlarging senior population, “how to stay healthy while aging” has become an important issue in our society. Eat healthy and do exercise is the best known and well practiced method to achieving this goal, but according to the data from Ministry of Health and Welfare, 16% of the senior people still suffered from disability in aging by worsening muscle condition or cognitive problems, which can be very well prevented through proper exercises. Looking into the exercising habits of Taiwanese people above 55 years old, we found that the two most popular exercises are “walking/hiking”, and “stretching exercises and dancing” (2019 Taiwan’s Exercising Survey published by Sports Administration, Ministry of Education of R.O.C.), which are not good enough for creating moderate muscle quality, and adequate cognitive stimulation to prevent disability when they get older. But there are not many places for them to get suitable muscle training. Most gyms in Taiwan target young people, and are lack of suitable training equipment for the people of the middle and senior ages. But as these population grows over time, Taiwan apparently needs more gyms for them to get moderate muscle quality for healthy aging. Japan has become the most aged country in 2010. Because of its increasing health conscious senior population, their existed gyms started to set up sub-brands or design IV exercising programs for the seniors. And there were also some new gyms, featuring professional senior exercising programs designed by famous doctors or experts, started entering Japan’s fitness market. Nowadays going to gyms has become a popular activity among their senior people, and they have made up 58% of Japan’s fitness market in 2017. (Nikkei Asia Review, 2017). Thanks to the healthy exercising habits, in 2018, Japan sports agency’s survey showed that the physical strength and athletic ability of their senior people have been continuously improving over the years. Taiwan is facing the same demographic change as Japan. And people in Taiwan are very health-conscious, as we can see from the crowdedness in those free health seminars and lectures for people of middle and senior ages, and the rising numbers of organic grocery stores and senior health products. So we are confident that senior fitness will be a trend in Taiwan’s fitness industry years later. We plan to start Sunrise Gym, targeting people over 55 years old in Taiwan. There will be two membership packages: 1. Basic membership package: *NTD650 per month per person *Free access to all exercise classes and fitness equipment *No personal trainer appointed (but there will always be one or two trainers taking turns watching over our members on the training field to ensure safety) *Free nutrition consults by appointment *Personal training menu ! 2. Advanced membership package: (for people who need more attention and care when they do exercises) *NTD12,000 per month (equivalent to NTD1,000/ hour coaching fee), including 3 personal training classes per week, 1 hour per class. *One personal trainer *Enjoy all benefits from the basic membership package We plan to open three stores first, one in Taipei, and two in New Taipei. Each store will be around 1,200 square meters in space, and be equipped with 85 training equipment. Each store’s full capacity will be around 100~120 people. We target to get 578 members for each store (basic membership members being 496, and advanced membership members being 82 for each store), making our total members being 1,734. Under this target membership numbers, our break even point will be 4.95 years after operation. Our main marketing strategy is to promote the idea of the importance of muscle quality to healthy aging. And by occasionally holding health events, such as health education seminars, workshops or health product’s free trials at our gym, we are able in to attract people coming to our gym and get familiar with us. Sunrise Gym’s key strengths are: commonly affordable fee policy, our professional training programs and equipment tailored for people of the middle and senior ages. Our key risk is not having enough membership stickiness each month to cover our costs.