本文转自【宁波晚报】； 预付款是健身房常用的销售方式，但一次性大额充值就可能存在风险。最近，消费者小章就遇到这样的问题。 "我是尚唤体健身的首批会员。年前门店搞促销活动，销售人员说充值25888元就可以激活我的权益，能获得年卡、私教课等。他们会负责把这些权益卖 掉。"按照销售人员的计算，小章获得的权益金额几乎翻倍。眼见有利可图，小章又向朋友借钱再次投入20000元，总共45888元，总计权益超过8万元。小 章想着过年前通过转卖权益能够赚一点钱。 涉事门店外景。记者 毛雷君/摄 不过，随着时间一天天过去，当初承诺的条件却迟迟不能兑现。小章越想越不对劲，感觉自己可能上当了，因此要求健身房退款。但这钱交得容易，要想 再退回来就难了。 记者和小章一起来到涉事门店，孙店长出面进行沟通。他告诉记者，当初是第三方团队来进行促销的，现在已经离开门店，他们的提成也已经拿了。按照 当初销售的承诺，小章充值的25888元可以获得10张商务年卡（不限期），72次私教课以及40张月卡。之后充值的20000元可以获得100次私教课（50次送 50次）。 他现场给出两个解决方案：第一种，过几天门店还会进行年度促销活动，他们会帮助小章出售年 ...

Core Viewpoint - The fitness industry, particularly gyms, is facing significant challenges leading to a high rate of closures, driven by inherent human behavior and economic factors [2][4]. Group 1: Industry Challenges - Many gyms, including established brands, are struggling to survive, with a notable trend of closures [2][4]. - The fitness business model is fundamentally flawed as it relies on a small percentage of dedicated users, while the majority do not consistently attend [6][8]. - The high costs associated with running a gym, including rent, equipment, and utilities, make it difficult to maintain profitability [8][9]. Group 2: Consumer Behavior - Most individuals lack the self-discipline to maintain a regular gym routine, leading to a high number of unused memberships [5][6]. - The perception that gym memberships are necessary for fitness is misleading; many can achieve their goals through self-directed methods without incurring costs [5][6]. - The time commitment required for regular gym attendance is often unfeasible for many, particularly working professionals [8][9]. Group 3: Financial Dynamics - Gyms often struggle with cash flow issues, as the prepayment model does not guarantee ongoing revenue if members do not attend [8][9]. - The reliance on selling personal training sessions for profitability creates a conflict of interest, where sales tactics may overshadow genuine fitness guidance [11][12]. - The high initial investment in gym facilities and equipment does not translate into sustainable revenue, leading to financial instability [8][9]. Group 4: Market Trends - The fitness industry is witnessing a trend where new gyms may operate under a "pump and dump" model, quickly selling memberships before closing down [13]. - The market is characterized by a lack of trust, with many consumers associating personal trainers with aggressive sales tactics rather than professional guidance [11][12]. - The overall demand for fitness services exists, but the traditional gym model is not effectively meeting this demand [8][9].

Core Insights - The fitness trend in China is rapidly growing, with 374 million people participating in regular exercise by the end of 2022, making it the country with the highest number of fitness enthusiasts globally [6] - The perception of fitness has shifted, with physical fitness now seen as a luxury symbol, comparable to high-end luxury goods, emphasizing the importance of time, energy, and willpower in achieving a desirable physique [4][5] - The fitness industry is projected to grow significantly, with the total scale expected to reach 5 trillion yuan by 2025, indicating that fitness has become a necessity in modern life [22] Industry Trends - The rise of fitness culture is linked to increasing health concerns, particularly obesity, which affects over 400 million adults in China, prompting a national focus on weight management and fitness [6] - Diverse fitness activities are gaining popularity, including yoga, CrossFit, and unconventional training methods, reflecting a broader acceptance of various fitness forms beyond traditional gym workouts [8][10] - Social media plays a crucial role in promoting fitness trends, with influencers and fitness bloggers driving engagement and participation in extreme sports and fitness challenges [14] Consumer Behavior - Consumers are increasingly integrating their diets into their fitness routines, with various dietary trends emerging, such as ketogenic diets and high-protein meal plans, leading to a complex landscape of nutritional choices [10] - The fitness community is experiencing a shift from "anxiety about not exercising" to "anxiety about exercising," as individuals feel pressured to maintain rigorous fitness regimens and achieve specific body ideals [11] - The accessibility of fitness coaching has raised concerns about the quality and safety of training, as the low entry barriers for becoming a fitness coach can lead to varying levels of expertise and potential risks for clients [11][12] Societal Implications - The fitness movement reflects broader societal changes, including evolving gender norms, with women increasingly seeking strength and muscle development rather than just weight loss [17][20] - The emergence of women-only gyms has sparked debate about inclusivity and the commercialization of fitness spaces, highlighting the complexities of gender dynamics in the fitness industry [18] - The fitness journey is often portrayed as a means of personal empowerment, allowing individuals to regain control over their bodies and health amidst external pressures and uncertainties [24]