Core Viewpoint - The fitness industry, particularly gyms, is facing significant challenges leading to a high rate of closures, primarily due to the mismatch between consumer demand and the operational realities of gym businesses [5][17][34]. Group 1: Industry Challenges - Many established gym brands, such as 威尔仕, are struggling to survive in the current market [5][7]. - The phenomenon of gyms going bankrupt is common, with many consumers experiencing multiple gym closures [14][16]. - The fundamental issue is that the gym model is counterintuitive to human nature, as most people lack the self-discipline to maintain a consistent workout routine [19][21]. Group 2: Consumer Behavior - A significant portion of the population does not require gym memberships to achieve fitness goals, as resources for self-guided workouts are widely available [21][22]. - The demographic of hardcore gym users is very small, with many opting for free public spaces to exercise instead [23][25]. - The high costs associated with gym memberships and personal training deter many potential customers, leading to a reliance on cheaper alternatives [26][27]. Group 3: Financial Viability - The operational costs of running a gym are substantial, including high rent, equipment costs, and utilities, making it difficult to sustain profitability [45][46]. - The reliance on selling personal training sessions for revenue is problematic, as many gym members do not attend regularly, limiting sales opportunities [49][50]. - The cash flow issues in gyms are exacerbated by the fact that many members do not utilize their memberships, leading to a lack of recurring revenue [36][38]. Group 4: Sales Practices - The pressure to sell personal training sessions has led to questionable sales tactics, where some trainers may exaggerate the necessity of their services [56][63]. - The disconnect between skilled trainers and sales ability results in a market where less qualified individuals may succeed in selling services over more knowledgeable trainers [58][62]. - The prevalence of negative experiences with personal trainers has tarnished the reputation of the industry, leading to a general distrust among consumers [67]. Group 5: Business Models - Some gym owners have adopted a "pump and dump" strategy, where they quickly sell memberships and then close down, leaving customers with unused services [70][72]. - The industry is characterized by a high turnover of new gyms, with many failing within the first few years of operation [72][73]. - The operational model of gyms is increasingly viewed as unsustainable, with many owners recognizing that long-term viability is unlikely [69][68].

这是半佛仙人的第1854篇原创 1 后台有人发我一图，说威尔仕这么多年的健身房老牌子，也顶不住了。 我一搜，确实好像不太行了。 (新闻截图来自济南日报新黄河) 我办过5张健身房的卡，他们唯一的共同之处就是都跑路了。 跑路，证明人家确实日常有练，不然还跑不动呢。 健身房跑路是非常正常的一件事情。 就算是乐刻，也经常出现具体门店不行了关了，只不过是由于他们门店多，且会员基本通用，显得好像没事儿一样。 但底色都是一回事儿。 问题来了，为啥健身房的归宿是跑路？ 因为这东西反人性啊。 我很认可健身的价值，也很认可人类可贵的品质就是对抗本能，但这里就出现了非常尴尬的两件事。 第一，绝大多数人是没有能力对抗本能的。 第二，假如你是这万里挑一的自控力强劲的人，你想让自己变得更健康，想有一个好身材，你并不一定需要去健身房呀，更不一定需要 请私教。 食谱各大网站都烂大街了，锻炼方法从书籍到视频应有尽有，只要你能坚持，一样可以起到效果，因为重点在于毅力不在于方法。 你努力，和健身房有啥关系？ 2 你不需要掏钱啊。 而当你坚持到一定程度之后，或许会有进一步被专业指导的需求，这时候，你才算是一个典型的硬核健身用户。 而这样的人，数量太 ...