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題名 享樂健身
Beyond Fitness Studio
作者 吳家聿
Wu, Chia-Yu
貢獻者 劉秀明
Liu, Sandra
吳家聿
Wu, Chia-Yu
關鍵詞 運動
網絡
友誼
社區發展
慈善
Exercise
Networking
Friendship
Community development
Charity
日期 2022
上傳時間 9-Mar-2023 18:28:36 (UTC+8)
摘要 This business plan is about building up a fitness studio named “Beyond Fitness Studio” that combines exercise, friendship, and networking in Taiwan. The objective is to create an environment that seems like an extension of home for the non-athlete; familiarity and safety are the key components.
     
     This project looks at the current market situation, purpose of the business, an analytical report from a similar industry, a business model, a situational and financial analysis, community development and future development. Beyond Fitness Studio a has competitive marketing position, more precisely, there are four differences to motivate people, (1), flexible payment packages, (2), unique exercise environment, (3) support local community, and (4) meet new friends and expand networking circle. Meanwhile, 1% of the revenue will be donated to the charity foundation, such as “1% for the planet” which allows users to know they can make the world better.
     
     To make this report more pragmatic, it is to consider relevant factors to fullest extent to achieve a complete and realistic business plan.
參考文獻 【關鍵報告】健身產業分析！用 EBITDA 評價法估算健身工廠（上市公司）(2020). 擷取至: https://blog.fugle.tw/use-ebitda-to-check-if-fitnessfactory-is-undervalued/
     
     【鏟肉商機1】全台600家健身房搶百億大餅看好台青掏錢直追港韓 (2020). 擷取至: https://tw.appledaily.com/life/20200128/DBV4C3FABEZBHARKPIOYJUCAHM/
     
     健身房產業調查報告(公開版) (2021). 擷取至:
     https://www.twtrend.com/trend-detail/gymsurvey01/
     
     全球疫情下，一股新興運動風潮漸漸崛起—Bubble Yoga (2021). 擷取至: https://havfit.com/fitness/cgdxkf2d
     
     跟上運動風潮洞悉健身習慣消費商機 (2019). 擷取至: https://magazine.feg.com.tw/magazine/tw/magazine_detail.aspx?id=11565
     
     【新興領域：7月焦點1】運動科技新革命專題1：全球運動科技趨勢與投資概況 (2021). 擷取至: https://findit.org.tw/researchPageV2.aspx?pageId=1772
     
     Amarillo Town Club. (2018, Aug). 6 REASONS WHY YOU SHOULD TAKE A GROUP FITNESS CLASS. Retrieved from https://www.amarillotownclub.com/6-reasons-why-you-should-take-a-group-fitness-class/
     
     Anne, R. (2020, Sep). 11 Reasons Peloton Members Say The Peloton Bike is Worth The Investment. Retrieved from https://blog.onepeloton.com/11-reasons-peloton-members-say-the-peloton-bike-is-worth-the-investment/
     
     Annie, D. , Bindiya, G. (2020, Mar). The Real Reason Exercise Makes You Happy, According To Research On The Brain. Retrieved from https://www.mindbodygreen.com/0-10798/6-reasons-why-exercise-makes-you-happy.html
     
     Ashish, S. ,Vishal, M, and Frederick, D. (2006, Aug). Exercise for Mental Health.
     
     
     
     BBC. (2022, Jul). Weekend burst of exercise can be enough to stay fit. Retrieved from https://www.bbc.com/news/health-62040665
     
     Emma, H. (2021. Oct). POST-PANDEMIC FITNESS TRENDS REVEALED. Retrieved from https://www.lesmills.com/fit-planet/fitness/post-pandemic-fitness-trends/#:~:text=Home%20exercise%20is%20here%20to%20stay&text=As%20we%20emerge%20from%20the,between%20live%20and%20digital%20exercise
     
     Fitnessfactory. (2022). 課程介紹. Retrieved from https://www.fitnessfactory.com.tw/classOriginal
     
     Glofox. (2019, Sep). 8 Essential Lessons The Experts Taught Us About Opening a Gym. Retrieved from https://www.glofox.com/blog/the-glofox-ultimate-guide-to-opening-a-gym/
     
     Glofox. (2022, Feb). 11 gym challenges to keep member motivation high. Retrieved from https://www.glofox.com/blog/gym-challenges/
     
     Health Direct. (2020, Nov). Exercise and mental health. Retrieved from https://www.healthdirect.gov.au/exercise-and-mental-health
     
     Jenny, W. (2019, Aug). 8 Reasons Your Gym Needs to Offer Group Training. Retrieved from https://www.glofox.com/blog/5-reasons-why-you-need-to-offer-group-training/
     
     Lucy, C. (2021, Feb). The Future of Gyms? Retrieved from https://www.glofox.com/blog/the-future-of-gyms/
     
     Matt, S. (2021). Fitness Industry Analysis 2020 - Cost & Trends. Retrieved from https://www.franchisehelp.com/industry-reports/fitness-industry-analysis-2020-cost-trends
     
     Mercey, L. (2020, Feb). 4 ways exercise can make you happier -- even if you don`t like to exercise. Retrieved from https://www.cnet.com/health/fitness/ways-exercise-makes-you-happier/
     
     Mmagym. (2022). 團體教室課程. Retrieved from https://mmagym-tw.weebly.com/2229639636259452346035506312436530623436208402081336027.html
     
     Neesha, K. (2022, Jan). A Guide on How to Open a Gym. Retrieved from https://business.virtuagym.com/blog/a-guide-for-opening-a-gym/
     Rina, R. (2020, Jun). The gym of the future will be virtual, gamified, and totally immersive Retrieved from https://www.fastcompany.com/90448190/what-will-the-gym-of-the-future-look-and-feel-like
     
     Tara, H. (2018, Apr). Does Exercise Really Make you Happy? Retrieved from https://www.athletico.com/2018/04/09/exercise-really-make-happy/#:~:text=When%20we%20exercise%2C%20the%20body,that%20cause%20stress%20and%20anxiety.&text=Among%20the%20chemicals%20released%20are,to%20pain%20and%20depression%20emotions.
     
     Team, L. (2021, Nov). What`s the future of the gym? Retrieved from https://lifestyle.livemint.com/health/fitness/whats-the-future-of-the-gym-111628582951691.html
     
     Tom, H. (2019, Feb). How Peloton exercise bikes became a $4 billion fitness start-up with a cult following. Retrieved from https://www.cnbc.com/2019/02/12/how-peloton-exercise-bikes-and-streaming-gained-a-cult-following.html
     
     Trueyogafitness. (2022). 課程介紹. Retrieved from https://www.trueyogafitness.com.tw/Classes/Default.aspx#ClassIntroduction
     
     Tzu-ju, C. (2021, Jul) Obesity on the rise due to lifestyle changes: doctor. Retrieved from https://www.taipeitimes.com/News/taiwan/archives/2021/07/31/2003761772#:~:text=The%20share%20of%20overweight%20Taiwanese,Health%20Promotion%20Administration%20data%20showed
     
     Uschi, H. (2022, Aug). The Future of Fitness: Hybrid, Healthy and Together. Retrieved from https://www.ispo.com/en/markets/what-future-fitness-industry-looks
     
     Von, C. (2022, Mar). Is Peloton Worth It? What are the Alternatives? Retrieved from https://completetri.com/is-peloton-worth-it-what-are-the-alternatives/
     
     Worldgymtaiwan. (2022). 團體課程表. Retrieved from https://www.worldgymtaiwan.com/aerobic-schedule-list/taoyuan-jungli
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
109933009
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109933009
資料類型 thesis
dc.contributor.advisor 劉秀明zh_TW
dc.contributor.advisor Liu, Sandraen_US
dc.contributor.author (Authors) 吳家聿zh_TW
dc.contributor.author (Authors) Wu, Chia-Yuen_US
dc.creator (作者) 吳家聿zh_TW
dc.creator (作者) Wu, Chia-Yuen_US
dc.date (日期) 2022en_US
dc.date.accessioned 9-Mar-2023 18:28:36 (UTC+8)-
dc.date.available 9-Mar-2023 18:28:36 (UTC+8)-
dc.date.issued (上傳時間) 9-Mar-2023 18:28:36 (UTC+8)-
dc.identifier (Other Identifiers) G0109933009en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/143795-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 109933009zh_TW
dc.description.abstract (摘要) This business plan is about building up a fitness studio named “Beyond Fitness Studio” that combines exercise, friendship, and networking in Taiwan. The objective is to create an environment that seems like an extension of home for the non-athlete; familiarity and safety are the key components.
     
     This project looks at the current market situation, purpose of the business, an analytical report from a similar industry, a business model, a situational and financial analysis, community development and future development. Beyond Fitness Studio a has competitive marketing position, more precisely, there are four differences to motivate people, (1), flexible payment packages, (2), unique exercise environment, (3) support local community, and (4) meet new friends and expand networking circle. Meanwhile, 1% of the revenue will be donated to the charity foundation, such as “1% for the planet” which allows users to know they can make the world better.
     
     To make this report more pragmatic, it is to consider relevant factors to fullest extent to achieve a complete and realistic business plan.		en_US
dc.description.tableofcontents TABLE OF CONTENTS
     1. Executive Summary 1
     2. Business Overview 2
     2.1. Company Description 2
     2.2. Core Value 3
     2.3. Mission and Vision 3
     3. Market and Competition Analysis 5
     3.1. Industry Analysis & Opportunity 6
     3.2. Taiwan Trend Research in 2021. 8
     3.3. Survey Results 11
     4. Competitor Analysis 16
     4.1. Other Fitness Centers Analysis 16
     4.2. SWOT Analysis of Beyond Fitness Studio 19
     5. Business Model Canvas 20
     6. Marketing Strategy & Company’s Position 21
     6.1. Brand Recognition 21
     6.2. Brand Loyalty 21
     6.3. Why Should Take a Group Fitness Class 21
     6.3.1. Become More Motivated 22
     6.3.2. Make Fitness Instruction More Affordable 22
     6.3.3. Get a Proper Structured and Intense Workouts 22
     6.3.4. Be Held Accountable 22
     6.3.5. Learn a Variety of Exercise 23
     6.3.6. Enjoy a Sense of Community 23
     7. Operation Strategies: 4Ps 24
     7.1. Price 24
     7.2. Place 25
     7.3. Promotion 26
     7.4. Product 27
     7.5. New Fitness Trend under Pandemic 28
     7.5.1. Bubble Yoga 28
     7.5.2. Peloton 30
     8. Management and Functional Teams 32
     8.1. Company Culture 33
     9. Financial Operations and Statements 35
     9.1. Company Ownership & Share 35
     9.2. Financial Operations and Statements 36
     9.2.1. Initial Investments 36
     9.2.2. List of Training Facilities 36
     9.2.3. Fixed costs 37
     9.2.4. Variable Costs 37
     9.2.5. Estimated Income and Profitability 38
     9.2.6. Scenario Analysis 39
     10. Supply Side Key Partners 40
     11. App Development 42
     12. Conclusion, and Future Expansion Plan 44
     12.1. Future Expansion Plan 44
     12.1.1. Wider Areas 44
     12.1.2. Branding 45
     12.1.3. Corporate Social Responsibility 46
     13. Reference 47
     14. Appendix 50
     
     
     
     
     
     TABLE OF FIGURES AND TABLES
     Figure 1: Taiwan`s fitness market CAGR 5
     Figure 2: How many people go to private gym, and frequency at different ages 7
     Figure 3: Average exercise time per session 8
     Figure 4: Average exercise time per session at different ages 10
     Figure 6: Average exercise time per week 10
     Figure 7: Average spending per month 11
     Figure 8: Image of fitness center 11
     Figure 9: Gender and age distribution of the samples 11
     Figure 10: Purpose for doing exercises 12
     Figure 11: Frequency of exercises 13
     Figure 12: Types of exercises 14
     Figure 13: Expected indoor-exercise guidelines post COVID pandemic. 15
     Figure 14: The popularity of fitness center in Taiwan 16
     Figure 15: Schedules from four different fitness centers 17
     Figure 16: Schedules from four different fitness centers 18
     Figure 17: Location 25
     Figure 18: Product 27
     Figure 19: Bubble yoga 29
     Figure 20: Bubble yoga 30
     Figure 21: Peloton 31
     
     
     
     
     
     
     
     
     Table 1: Organization Chart 32
     Table 2: Company Share 35
     Table 3: Total Expense 38
     Table 4: Estimated Membership 38
     Table 5: Estimated Income Statement (Base Case) 39
     Table 6: App Execution Flow 42
     Table 7: Future Expansion 45		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109933009en_US
dc.subject (關鍵詞) 運動zh_TW
dc.subject (關鍵詞) 網絡zh_TW
dc.subject (關鍵詞) 友誼zh_TW
dc.subject (關鍵詞) 社區發展zh_TW
dc.subject (關鍵詞) 慈善zh_TW
dc.subject (關鍵詞) Exerciseen_US
dc.subject (關鍵詞) Networkingen_US
dc.subject (關鍵詞) Friendshipen_US
dc.subject (關鍵詞) Community developmenten_US
dc.subject (關鍵詞) Charityen_US
dc.title (題名) 享樂健身zh_TW
dc.title (題名) Beyond Fitness Studioen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 【關鍵報告】健身產業分析！用 EBITDA 評價法估算健身工廠（上市公司）(2020). 擷取至: https://blog.fugle.tw/use-ebitda-to-check-if-fitnessfactory-is-undervalued/
     
     【鏟肉商機1】全台600家健身房搶百億大餅看好台青掏錢直追港韓 (2020). 擷取至: https://tw.appledaily.com/life/20200128/DBV4C3FABEZBHARKPIOYJUCAHM/
     
     健身房產業調查報告(公開版) (2021). 擷取至:
     https://www.twtrend.com/trend-detail/gymsurvey01/
     
     全球疫情下，一股新興運動風潮漸漸崛起—Bubble Yoga (2021). 擷取至: https://havfit.com/fitness/cgdxkf2d
     
     跟上運動風潮洞悉健身習慣消費商機 (2019). 擷取至: https://magazine.feg.com.tw/magazine/tw/magazine_detail.aspx?id=11565
     
     【新興領域：7月焦點1】運動科技新革命專題1：全球運動科技趨勢與投資概況 (2021). 擷取至: https://findit.org.tw/researchPageV2.aspx?pageId=1772
     
     Amarillo Town Club. (2018, Aug). 6 REASONS WHY YOU SHOULD TAKE A GROUP FITNESS CLASS. Retrieved from https://www.amarillotownclub.com/6-reasons-why-you-should-take-a-group-fitness-class/
     
     Anne, R. (2020, Sep). 11 Reasons Peloton Members Say The Peloton Bike is Worth The Investment. Retrieved from https://blog.onepeloton.com/11-reasons-peloton-members-say-the-peloton-bike-is-worth-the-investment/
     
     Annie, D. , Bindiya, G. (2020, Mar). The Real Reason Exercise Makes You Happy, According To Research On The Brain. Retrieved from https://www.mindbodygreen.com/0-10798/6-reasons-why-exercise-makes-you-happy.html
     
     Ashish, S. ,Vishal, M, and Frederick, D. (2006, Aug). Exercise for Mental Health.
     
     
     
     BBC. (2022, Jul). Weekend burst of exercise can be enough to stay fit. Retrieved from https://www.bbc.com/news/health-62040665
     
     Emma, H. (2021. Oct). POST-PANDEMIC FITNESS TRENDS REVEALED. Retrieved from https://www.lesmills.com/fit-planet/fitness/post-pandemic-fitness-trends/#:~:text=Home%20exercise%20is%20here%20to%20stay&text=As%20we%20emerge%20from%20the,between%20live%20and%20digital%20exercise
     
     Fitnessfactory. (2022). 課程介紹. Retrieved from https://www.fitnessfactory.com.tw/classOriginal
     
     Glofox. (2019, Sep). 8 Essential Lessons The Experts Taught Us About Opening a Gym. Retrieved from https://www.glofox.com/blog/the-glofox-ultimate-guide-to-opening-a-gym/
     
     Glofox. (2022, Feb). 11 gym challenges to keep member motivation high. Retrieved from https://www.glofox.com/blog/gym-challenges/
     
     Health Direct. (2020, Nov). Exercise and mental health. Retrieved from https://www.healthdirect.gov.au/exercise-and-mental-health
     
     Jenny, W. (2019, Aug). 8 Reasons Your Gym Needs to Offer Group Training. Retrieved from https://www.glofox.com/blog/5-reasons-why-you-need-to-offer-group-training/
     
     Lucy, C. (2021, Feb). The Future of Gyms? Retrieved from https://www.glofox.com/blog/the-future-of-gyms/
     
     Matt, S. (2021). Fitness Industry Analysis 2020 - Cost & Trends. Retrieved from https://www.franchisehelp.com/industry-reports/fitness-industry-analysis-2020-cost-trends
     
     Mercey, L. (2020, Feb). 4 ways exercise can make you happier -- even if you don`t like to exercise. Retrieved from https://www.cnet.com/health/fitness/ways-exercise-makes-you-happier/
     
     Mmagym. (2022). 團體教室課程. Retrieved from https://mmagym-tw.weebly.com/2229639636259452346035506312436530623436208402081336027.html
     
     Neesha, K. (2022, Jan). A Guide on How to Open a Gym. Retrieved from https://business.virtuagym.com/blog/a-guide-for-opening-a-gym/
     Rina, R. (2020, Jun). The gym of the future will be virtual, gamified, and totally immersive Retrieved from https://www.fastcompany.com/90448190/what-will-the-gym-of-the-future-look-and-feel-like
     
     Tara, H. (2018, Apr). Does Exercise Really Make you Happy? Retrieved from https://www.athletico.com/2018/04/09/exercise-really-make-happy/#:~:text=When%20we%20exercise%2C%20the%20body,that%20cause%20stress%20and%20anxiety.&text=Among%20the%20chemicals%20released%20are,to%20pain%20and%20depression%20emotions.
     
     Team, L. (2021, Nov). What`s the future of the gym? Retrieved from https://lifestyle.livemint.com/health/fitness/whats-the-future-of-the-gym-111628582951691.html
     
     Tom, H. (2019, Feb). How Peloton exercise bikes became a $4 billion fitness start-up with a cult following. Retrieved from https://www.cnbc.com/2019/02/12/how-peloton-exercise-bikes-and-streaming-gained-a-cult-following.html
     
     Trueyogafitness. (2022). 課程介紹. Retrieved from https://www.trueyogafitness.com.tw/Classes/Default.aspx#ClassIntroduction
     
     Tzu-ju, C. (2021, Jul) Obesity on the rise due to lifestyle changes: doctor. Retrieved from https://www.taipeitimes.com/News/taiwan/archives/2021/07/31/2003761772#:~:text=The%20share%20of%20overweight%20Taiwanese,Health%20Promotion%20Administration%20data%20showed
     
     Uschi, H. (2022, Aug). The Future of Fitness: Hybrid, Healthy and Together. Retrieved from https://www.ispo.com/en/markets/what-future-fitness-industry-looks
     
     Von, C. (2022, Mar). Is Peloton Worth It? What are the Alternatives? Retrieved from https://completetri.com/is-peloton-worth-it-what-are-the-alternatives/
     
     Worldgymtaiwan. (2022). 團體課程表. Retrieved from https://www.worldgymtaiwan.com/aerobic-schedule-list/taoyuan-jungli		zh_TW