熟齡族之負重健身媒合平台

Abstract

近年重量訓練的風氣日益增加，健身俱樂部如雨後春筍般的於各地開設，由於健身網紅興起，社群上的健身資訊爆炸加上社群平台不斷行銷相關資訊，民眾逐漸認知到重量訓練並非特定族群的運動，因此降低了進入重量訓練的門檻與心理障礙，一般人也能透過簡單的重量訓練方式，讓自己增加肌力與爆發力。肌肉力量對於熟齡族而言是不可缺乏的，熟齡族常因肌力不足常導致嚴重受傷，而大部分傷害來至於肌肉退化造成突發性的跌倒或是扭傷。研究指出重量訓練可以有效的減緩肌肉退化，於健身俱樂部統計資料中，可以發現近年來熟齡族消費者成長力道甚至大過於青壯年族群，代表熟齡族也開始認知到負重訓練對於防止肌肉退化的重要性。 針對連鎖健身房與健身工作室進行探討後發現，目前的健身市場主要以青壯年的需求為第一優先考量，不論是環境設備、服務流程、課程規劃或是形象廣告都是為了吸引與服務此族群的消費者，並無法真正滿足到熟齡族消費者對於健身的需求。在負重訓練目的上，青壯年追求的是完美線條與勻稱外型與，表現自己身體的肌肉曲線，這與熟齡族單純想藉由重量運練來避免肌肉退化的需求有不小差距。在初步量化研究分析後，目前健身房提供的服務方式對於熟齡族群反而造成許多心理以及社會層面的阻礙。 探討現有使用者造成阻礙的背後原因，可以知道現有的服務提供者與熟齡族群的需求間有不小的落差。將使用者的痛點與期待轉化成新的切入機會，並創造出適合目標族群的商業模式。而目前現有的健身房只能靠不斷展張店的方式，來增加營收，服務對象通常只限於附近的上班族與附近住戶。新型態重訓商業模式將改變地域性的限制，讓重訓服務滿足到熟齡使用者中「目前健身房服務無法觸及到」、「對於現有服務不滿足」與「對於新服務有需求」的三種類型切入。提供了更適合熟齡族的服務模式，不僅改善了舊有商業模式的問題，並且創造出新市場規模。

The popularity of weight training has been increasing in recent years, and fitness clubs are opening up rapidly. With the popularity of KOL on the fitness network, the large amount of fitness information on the community, and the constant marketing of related information on social platforms, people are gradually learning that weight training is not a sport for specific groups, thus lowering the threshold and psychological barriers to entering weight training. Muscle strength is indispensable for the mature adulthood and muscle weakness often leads to serious injuries. Research has shown that weight training can effectively slow down muscle degeneration. In the statistics of health clubs, it can be found that in recent years, the consumption growth rate of the mature adulthood users is greater than that of the early adulthood. We found that the current fitness market mainly prioritizes the needs of the early adulthood users, whether it's environmental equipment, service processes, course planning or image advertising, all of which are designed to attract and serve this group of consumers, failing to truly satisfy the needs of the mature adulthood consumers for fitness. In weight training, Early adulthood consumers are looking for perfect lines, symmetrical shape and expression of their body's muscular curves, which is a far cry from the need of mature adulthood who just want to avoid muscle degeneration through weight training. After initial quantitative research analysis, the way gyms are currently providing services to mature adulthood user creates many psychological and social barriers. A discussion of the reasons behind the obstruction caused by existing users will show that there is a significant gap between the needs of existing providers and those of mature adulthood. Translate users' pain points and expectations into new opportunities and create business models that are appropriate for the target group. At present, existing gyms can only increase their revenue by constantly expanding their stores, which are usually limited to nearby office workers and residents. The new state of the art weight training business model will change the restrictions of the area so that the weight training service will be able to meet the three types of target groups of mature adulthood users who are 'out of reach of current gym services', 'not satisfied with existing services' and 'in demand for new services'. Provides a more appropriate service model for mature adults, not only improving the problems of the old business model, but also creating a new market size.