中高齡健身教練媒合服務商業計畫書

Abstract

感受到近年運動相關議題越來越熱門、內容也更加多元，尤其自2019年新冠疫情爆發後，預防醫學的概念逐漸擴散，受居家隔離無法外出的影響，更加深國人對於運動的重視，各大健身房、影音平台更開始推廣運動相關的線上課程、素人製作相關短影音，讓人在家裡或辦公室的我們，隨時隨地、隨處，就能開啟運動計畫。 而在一堂完整、有效率的運動課程當中，最需要的是人與人的直接溝通，透過專業的健身教練面對面的評估、動作檢測，才能更有效的依據每個人的身體狀況、年齡、性別、是否有重大手術經驗、當前運動目標、是否需要使用到器材進行強化…等，來進行訓練計畫的安排；外派專業的健身教練，攜器材到府進行評估與安排訓練課表，能有效的解決線上、遠端難以超越的客製化問題。 2021年5月，全台健身房因新冠疫情影響遭勒令關閉不得接客，多數業者為求生存開始開發線上健身課程，提供居家運動教學影片，當時我的肌轉健身房經營六年，有其中一家店更是在3月才剛開設，正苦惱著要如何在疫情期間持續創造收入，支付兩家店在捷運站出口的高昂租金，同時維繫好與顧客之間的良好關係，因此我操作了首波線上課程進行嘗試，讓健身教練配送簡單的器材到會員家裡：啞鈴、壺鈴、彈力繩…等，讓會員在執行線上課程時，不再礙於徒手訓練而失去執行的進度，而有器材配合，健身教練在安排上能執行的動作也更有趣、更多元；待健身房工作人員施打疫苗後得以解禁，當時除了成功的留住了現有顧客，也在鐵門緊閉的情況下，陌生開發了數十位學生到實體健身房購買教練課程，更受到媒體的連日大篇幅報導，也正式開啟我對於開發外派健身教練平台的動力。 本商業計畫書，將透過EiMBA所學的價值主張以及商業模式圖，並整合需求者訪談中所需，分析既有運動市場打造「人木健身社區運動平台」，曾在2023年春季入選台大車庫。根據國發會估計，台灣將於 2025 年正式邁入超高齡社會，老年人口占總人口比率將持續提高，於 2039 年突破 30%，到 2070 年將高達 43.6%，因此平台首要任務將以中高齡者為目標，透過運動延緩老化過程，避免因肌少症導致臥床、摔倒跌倒受傷、失去靈活度；透過經人木社區運動平台認可的健身教練，提供的器材與設計的訓練課程，讓中高齡者對運動不再產生畏懼，滿足未被滿足的心理需求與尊嚴。

In recent years, the topic of exercise has become increasingly popular and diverse, especially since the outbreak of the COVID-19 pandemic in 2019. The concept of preventive medicine has spread widely, and due to home isolation, people’s attention to exercise has deepened. Major fitness centers and video platforms have started promoting online exercise courses, with amateurs producing related short videos, allowing us to initiate exercise plans anytime, anywhere, whether at home or in the office. In a complete and efficient exercise course, direct communication between people is essential. Professional fitness trainers can provide face-to-face assessments and movement checks, enabling the formulation of training plans based on individual physical conditions, age, gender, surgical history, current exercise goals, and equipment needs. Deploying professional fitness trainers to homes for evaluations and training plan arrangements effectively addresses the customization challenges that online and remote sessions cannot overcome. In May 2021, all fitness centers in Taiwan were ordered to close due to the pandemic. Most operators began developing online fitness courses to provide home exercise teaching videos. My fitness center, which had been in operation for six years, faced the challenge of maintaining income during the pandemic to pay the high rents at two locations near metro exits while maintaining good relationships with customers. I initiated the first wave of online courses, where fitness trainers delivered simple equipment such as dumbbells, kettlebells, and resistance bands to members’ homes. This allowed members to progress beyond bodyweight exercises during online sessions. The availability of equipment made the trainers’ planned movements more interesting and varied. Once gym staff were vaccinated and the lockdown was lifted, not only did we retain existing customers, but we also attracted dozens of new students to purchase personal training sessions at the physical gym, despite the doors being closed. This success, along with extensive media coverage, inspired me to develop a platform for deploying fitness trainers. This business plan leverages value propositions and business model canvases learned through EiMBA, integrating findings from demand-side interviews to analyze the existing exercise market and create the “Renmu Fitness Community Exercise Platform,” which was selected for the NTU Garage in Spring 2023. According to the National Development Council, Taiwan will officially enter a super-aged society by 2025, with the elderly population percentage expected to exceed 30% by 2039 and reach 43.6% by 2070. Therefore, the platform’s primary goal is to target middle-aged and elderly individuals, slowing the aging process through exercise to prevent sarcopenia, falls, and loss of mobility. By providing equipment and training courses designed by COMMUNIFIT.CO, we aim to reduce the fear of exercise among the middle-aged and elderly, meeting their unmet psychological needs and dignity.