本文来自微信公众号： 精练GymSquare （ID：GymSquare） ，作者：碧纹，题图来自：视觉中国 35岁，除了步入国内职场世俗意义上的尴尬期，也是体能下滑的断崖期。 一份《中高龄求职者报告》显示， 2020年投递简历的35岁及以上求职者同比增长14.9%，远高于35 岁以下求职者同期增速。 以下文章来源于精练GymSquare ，作者碧纹 精练GymSquare . 精练GYMSQUARE是中国领先的健身和运动生活方式产业服务品牌。通过深度和前沿的行业洞察，服 务中国健身和健康新经济，持续聚焦大健身产业、教练职业和用户运动趋势。我们强调原创与价值创 造：与精益练习者，建造自由运动广场。 这背后是直接贴在35岁以上年龄群体的标签： 体能、精神，乃至整个生理状态，都出现了下跌。似 乎 无法连轴转出差、加班的35岁求职者，在职场中的隐形价值地位出现了下滑。 但35岁人群的生理和心理状态，并不会如此快速地发生变化。 不可否认，年龄增大将带来一定程度的生理素质下降， 肌力下滑、最大心率和最大摄氧量也会逐渐 下降。 但这不是一蹴而就，更多的35岁人群开始感觉 经常失眠、腰背痛和肥胖，自认为体力不济， 原因或许 ...

以下文章来源于后浪研究所 ，作者许嘉婧、薇薇子 后浪研究所 . 36氪旗下年轻态公众号。这位青年里边请，你被研究了。 银发市场的"新商机"？ 文 ｜ 许嘉婧 编辑 ｜ 薇薇子 来源｜ 后浪研究所（ID：youth36kr） 封面来源 ｜ 《妈妈！》 3个月前，77岁、坐标北京的刘大爷想开始锻炼。年轻时他是个运动达人，50多岁时还会和同事一起爬山；60岁时每周都要出门长跑一次；70岁时他查出肺 癌，儿子不再放心他一个人出去运动。 仿佛每长一岁，就会有一个场所暂停对他开放似的，他感到沮丧。 为了满足父亲的运动需求，儿子也帮着跑了几家小区的健身房，问能不能接待老年人。但无一例外，健身房的年轻教练们都对他带点礼貌的怯懦—— 他们 不敢承接高龄会员，万一出事了呢？ 不得不承认，当一个老年人想尝试健身时，困难多于机会。 大部分健身房是为年轻人准备的。你能在小区楼下的廊亭、公园的健身步道、广场舞方阵上找到运动的老头老太，要是还想在散步遛弯之外做些力量训练， 可就很难找到途径了。 但偶然间，他在社交媒体上发现，北京有了一家专营中老年人上门健身服务的机构，创始人是两个90后年轻人。 分一块银发市场的蛋糕 李轩是在一年前开办朝漾 ...

Core Insights - The article highlights the emerging market for fitness services tailored to the elderly population in China, particularly focusing on the challenges and opportunities within this sector [3][4][5]. Market Overview - As of the end of 2023, 21.1% of China's population is aged 60 and above, indicating a significant market potential for services targeting this demographic [3]. - The silver economy in China is estimated to be around 7 trillion yuan, accounting for approximately 6% of GDP, representing a substantial market opportunity [3]. Industry Challenges - The fitness industry has largely overlooked the elderly demographic, with most gyms catering to younger individuals, making it difficult for older adults to find suitable exercise options [4][5]. - There is a prevalent perception among the elderly that fitness is not a necessity until health issues arise, leading to low initial engagement with fitness services [11][17]. Business Model - The company, Chaoyang Fitness, was founded by two young entrepreneurs who recognized the gap in the market for elderly fitness services and initially offered home-based training sessions [10][21]. - The service includes personalized fitness plans developed by professional trainers, focusing on maintaining the elderly's daily living capabilities rather than aesthetic goals [5][14]. Customer Engagement - The primary clients are often the children of elderly individuals, who seek fitness services for their parents, indicating a need for effective communication and education about the benefits of fitness for older adults [13][17]. - Building trust with elderly clients is crucial, as many have preconceived notions about fitness and may resist participation [24][30]. Service Development - The company has expanded its offerings to include group activities, such as organized mountain climbing, to enhance social interaction among elderly clients while promoting physical activity [25][28]. - The approach emphasizes companionship and emotional support, recognizing that social engagement is a significant aspect of the elderly's well-being [28][30].

Core Viewpoint - The rising popularity of Pilates is transforming it into a new symbol of middle-class lifestyle, associated with health, self-discipline, and social status [1][3][41]. Group 1: Popularity and Cultural Significance - Pilates has gained immense popularity on social media, with celebrities endorsing it, linking it to ambition and self-discipline [3][5]. - The perception of Pilates as an elegant and sophisticated exercise contrasts with the challenging reality experienced by many practitioners [7][22]. - The term "middle-class exercise" is increasingly used to describe Pilates due to its high costs and the financial commitment required for long-term practice [39][41]. Group 2: Financial Aspects and Market Growth - The average cost of a Pilates session in major cities exceeds 500 RMB, making it a significant financial investment for practitioners [37][39]. - The Pilates market in China is projected to grow, with a current participation rate of 3.5% expected to double by 2029, reaching a market size of 53.8 billion RMB [42][45]. - The high costs associated with Pilates studios, including rent and specialized equipment, contribute to its perception as an elite fitness option [40][41]. Group 3: Consumer Behavior and Motivations - Many practitioners view Pilates as a long-term investment in health and well-being, despite the initial financial burden [49][55]. - The social value of participating in Pilates is significant, as it is seen as a trendy and desirable activity among urban populations [52][56]. - The psychological benefits of regaining control over one's body and life through Pilates practice are emphasized by many participants [55][58].

Core Viewpoint - The article discusses the emerging opportunities in the silver economy, particularly focusing on the fitness needs of the elderly population in China, which is largely underserved in the current market [5][6][7]. Group 1: Market Overview - By the end of 2023, the population aged 60 and above in China is projected to reach 21.1% of the total population, indicating a significant market potential for services targeting this demographic [5]. - The silver economy in China is estimated to be around 7 trillion yuan, accounting for approximately 6% of GDP, highlighting the substantial economic opportunity available [5]. Group 2: Fitness Needs of the Elderly - There is a lack of fitness services specifically designed for the elderly, as most gyms cater to younger individuals, making it difficult for older adults to find suitable exercise options [3][6]. - Aging individuals face muscle loss, and while they do not seek to build large muscles, they require fitness programs to maintain their daily living capabilities [8][10]. Group 3: Business Model and Challenges - The business model proposed by the founders involves providing home fitness services tailored to the elderly, with a focus on personalized training plans developed by professional rehabilitation trainers [12][18]. - A significant challenge is educating both the elderly and their children about the importance of fitness, as many older adults do not view exercise as a necessity until health issues arise [17][19]. Group 4: Customer Engagement and Trust - Building trust with elderly clients is crucial, as many have preconceived notions about fitness and may resist new routines [25][34]. - The company has adopted a strategy of conducting thorough health assessments before starting training to ensure clients are fit for exercise, which also helps in establishing trust [27][28]. Group 5: Market Expansion and Future Plans - The company is exploring new initiatives, such as organizing group hiking activities for seniors, to enhance social interaction and promote fitness [35][36]. - There is interest from potential clients in expanding services to other cities, but the focus remains on solidifying the business in Beijing first [35].

Core Insights - BodyPark has launched an innovative online 1-on-1 personal training platform, marking a significant evolution in the Chinese fitness industry from version 1.0 to 3.0 [1][2] Group 1: Industry Evolution - The fitness industry has transitioned through three stages: 1.0 (venue rental), 2.0 (content subscription), and 3.0 (platform-based services) [1] - The new platform redefines the relationship between people, goods, and venues in the fitness sector, creating a cloud-based personal training service [1][2] Group 2: Business Model Innovation - Coaches transition from a "venue employment" model to "platform partners," enhancing teaching quality and increasing their value by three times [2] - Users in lower-tier cities gain access to high-quality trainers from first-tier cities, breaking physical and temporal constraints [2] - The platform enables "instant booking" with a tenfold increase in efficiency compared to traditional personal training [2] - The introduction of the online platform allows for flexible payment options, moving away from traditional bundled packages [2] Group 3: Technological Advancements - The DeepBody Engine provides precise motion capture with an error margin of less than 5 degrees, ensuring safe and standard training movements [3] - The Multi-agent AI Coach system consists of a central coordinating agent and eight functional agents, offering comprehensive and personalized fitness guidance [4] Group 4: Market Potential and Social Value - The smart fitness market in China is projected to exceed 82 billion yuan by 2025, indicating significant growth potential [5] - The platform aligns with national initiatives for weight management and can extend to sports education and training [5] - BodyPark's model is seen as a benchmark for digital transformation in the fitness industry, enhancing service quality and creating new job opportunities [5]

Group 1 - The core idea of the article revolves around fitness enthusiasts' pursuit of unlocking new skills and challenges, which serves as a source of motivation and self-affirmation in their fitness journey [4][12][24] - Fitness enthusiasts are increasingly focused on mastering new movements such as pull-ups, handstands, and advanced yoga poses, which not only enhance their physical capabilities but also provide a sense of accomplishment [5][11][22] - The social aspect of fitness, particularly through platforms like social media, plays a significant role in encouraging individuals to share their achievements and gain recognition from peers, which acts as a form of social currency [2][3][12] Group 2 - The process of unlocking new skills is often seen as a testament to one's physical abilities and a confidence booster, with many individuals experiencing a psychological transformation as they achieve their fitness goals [14][15][16] - The article highlights the importance of gradual progression in fitness training, emphasizing that beginners should focus on mastering foundational movements before attempting more complex skills to avoid injury [24][27][28] - The concept of delayed gratification is prevalent among fitness enthusiasts, where the anticipation of achieving a goal drives them to persist in their training despite the challenges faced along the way [14][19][20]

Core Viewpoint - The article discusses the shift in the personal training market driven by budget gyms like LeKe, which offer significantly lower prices for personal training sessions, impacting traditional gyms and trainers' earnings [3][5][6]. Group 1: Market Dynamics - Traditional gyms charge an average of 400-500 RMB per session for personal training, while LeKe offers sessions at an average price of 177 RMB, attracting more customers [3][6][9]. - The pricing strategy of LeKe disrupts the traditional pricing model, making personal training more accessible to a broader audience [9][10]. - The low-price trend has led to a reduction in commissions for trainers, who now earn less due to the shift from high-price, low-volume to low-price, high-volume sales [4][32]. Group 2: Trainer Experience - Trainers at LeKe experience a significant decrease in income compared to traditional gyms, with some reporting earnings cut by half [20][23]. - The role of trainers has shifted from being salespeople to service providers, with less pressure to sell but also lower base salaries and no benefits [15][25]. - New trainers face challenges in gaining visibility on the platform due to algorithmic prioritization, making it difficult to attract clients without established reputations [27][34]. Group 3: Business Model and Profitability - LeKe's business model focuses on a "thin profit, high sales" approach, where the platform handles marketing and trainers must enhance their skills to attract clients [32][33]. - The company is exploring additional profit segments, such as the FEELINGME brand, which offers a subscription model for personal training, further diversifying its offerings [40][41]. - Despite the low pricing strategy attracting more customers, the sustainability of trainer earnings remains a concern, as the model may lead to a decline in service quality [45][52]. Group 4: Market Potential - The current penetration rate of gym memberships in China is only 3.2%, indicating significant growth potential for the fitness industry [53]. - The article suggests that while lowering prices can attract more customers, there are limits to how much trainers can work, highlighting the need for a balanced approach to pricing and trainer compensation [54][56].

这是新消费智库第 2 6 2 4 期文章 新消费导读 1. 甘源推出两种全新风味坚果 新消费 1. 甘源推出两种全新风味坚果 近日， J immy Choo 与 Malbon 再度推出高尔夫联名限定系列，最新系列巧妙融合 Malbon 在高尔夫休闲服饰领域的经典美学与 J immy Choo 标志性的奢华格调，并在第一代成功合作基础上全新升级 。 （ TOPBRAND ） 2. DQ 推出 0 蔗糖减脂酸奶冰淇淋碗 3. J immy Choo 联手 Malbon 发布高尔夫联名系列 4. HOKA CLIFTON 10 跑鞋正式发布 5. 李子园推出 AD 钙奶 6. 中粮包装今日正式从港交所退市 7. Happy Howl 获得种子轮融资 8. 百合股份拟收购新西兰 Ora 56% 股权 9. 女性健康品牌 Moom Health 获融资 10. Argand Partner s 收购舞蹈服饰品牌 Capez io 母公司 11. BOSS 官宣崔胜哲为全球品牌代言人 12. 24 小时无人健身空间 The Gym Pod 登陆香港 13. 紫燕食品在长沙成立新餐饮公司 14. Blue Bottle C ...

Core Insights - The article discusses the evolving fitness habits among young people, highlighting that fitness has become a popular lifestyle choice and a common topic of conversation among the youth [4][6][71] - A survey conducted by "后浪研究所" reveals diverse motivations for fitness, including health, stress relief, and personal satisfaction, rather than solely aesthetic goals [20][71] Group 1: Demographics and Participation - The survey included a diverse demographic, with 46.2% male and 53.8% female participants, predominantly from the post-90s and post-95s generations [7][8] - Young people engage in fitness an average of 3.3 times per week, with each session lasting approximately 1.3 hours, indicating a strong commitment to fitness as part of their lifestyle [8][10] Group 2: Fitness Preferences and Goals - The survey indicates that fitness goals vary significantly between genders, with men focusing on muscle gain and women prioritizing core strength and overall health [21][30] - The preferred fitness activities show a gender divide, with men favoring weight training and women leaning towards group classes and personal training [23][24] Group 3: Spending and Consumption Trends - On average, women spend 996.3 yuan monthly on fitness, which is over 200 yuan more than men, reflecting a trend of higher investment in fitness among female participants [41][42] - A significant majority (74.1%) of respondents prefer budget-friendly alternatives to high-end fitness products, indicating a shift towards practical spending in fitness [45][46] Group 4: Attitudes Towards Fitness - The article emphasizes that fitness is increasingly viewed as a means of self-improvement and personal enjoyment rather than a chore, with many young people seeking a balance between fitness and other life aspects [71][72] - The survey results suggest that young individuals are moving away from traditional fitness norms, focusing instead on personal satisfaction and well-being [20][71]