Explosive growth of the Pilates market, but...
Searching for the hashtag 'Pilates' on Instagram brings up about 5.4 million feeds. There are about 2.3 million search results for 'fitness'. (As of March 15, 2023) That's more than double the figure. Although Instagram cannot fully prove the size or growth rate of the Pilates market, it is a phenomenon that cannot be ignored considering that fitness was activated in the lifestyle sports market much earlier than Pilates.
Advertisements for Pilates-related brands are plastered with the faces of S-class stars, and Pilates activities centered on women in their 20s and 30s, including the MZ generation, spread through social media. The first banner to attract a Pilates center flutters in a new commercial building. The Pilates market has literally exploded.
However, with all growth comes growing pains, and thanks to that, the concerns of the CEOs also increase.
Not all growth is beneficial
There are also pain points in the growth of the Pilates market. Since the barriers to opening the center are not high, so-called 'N-Joblers' who started as an additional revenue generating channel joined, and there are cases where they completely switch to Pilates instructors as they earn higher profits than their main job.
Since the saturation of commercial districts and instructors is faster than demand, exhausting price competition is also unavoidable. Fortunately, astute and creative Pilates Center representatives carefully consider the direction and method of operation.
Smart Pilates center representatives take care of 'this'
Pilates lectures are a representative 'face-to-face' service, that is, a business in which people and people face to face. Successful representatives are commonly referred to as 'emotional exchange' as a key element that determines the quality of 'face-to-face service', which is one step above Pilates.
American sociologist A. Russell(Arlie Russell Hochschild) emphasizes looks and facial expressions that make consumers feel they are being cared for in a friendly atmosphere. It says that it is necessary to reprocess it appropriately for the situation and the other person without expressing real emotions as they are.
Korean Women's Psychological Associationcites the Glomb & Tews journal on emotional labor as an example, and states that emotions must be managed in accordance with the organization's expression rules. In other words, it means that the power of communication is stronger when the entire center (organization) shows unified emotions, not just the representative or instructor.
The essence of business: having the same goals as members
This time, I also think about the essence of 'Business' i.e. 'Pilates', which is at a higher level than the face-to-face service. The needs of members of various genders, ages, and body types who visit the Pilates Center are connected to one point, 'happiness through health'. Most of the centers with many long-term members recall the mind of pursuing wellness (well-being + happiness) together with the mind of the members rather than immediate profits.
The hearts of people are not hidden, so the hearts of the CEO and trainers are conveyed to the members in some way. Therefore, if you treat members with a positive mind and operate the center, you will definitely have a good influence on the members.
Showing Sincerity Toward Members
Sometimes, you have to convey visible impressions. Promotions large and small, such as offering small gifts each month or quarter to specific members, will be a good example of motivating members to exercise.
An emotional act does not necessarily have to be of the nature of an event. For example, it is possible to impress enough by keeping the center clean through professional sanitation management services, interiors that make members feel proud, and welcoming greetings full of smiles and warmth.
Hardest Challenge: Differentiated 'something'
To do a unique 'something', everyone is doing too many 'something'. Well-thought-out blogs and Instagram feeds, ever-changing but always engaging flyers and digital promotions. A better idea is shining in my head, but there are many cases where I can't realize it because I don't have enough hands and it's frustrating.
In this situation, smart equipment such as the XBody system can be a good differentiation. In addition to the body type analysis function, it provides differentiation through visual impact (visual effect) to potential customers who come to understand the atmosphere of the center.
For this reason, it has become an essential start-up equipment to secure competitiveness in the Seoul area centered on the Gangnam area, such as Cheongdam, Nonhyeon, Songpa, and Apgujeong, and the metropolitan area centered on new cities such as Songdo, Hanam, and Gwanggyo.
If you need a strong appeal tool that can attract potential customers who have already meticulously visited several centers, please leave an inquiry to an Xbody expert. We will guide you through the solution that fits your Pilates center operating environment.
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