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 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].