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研究生： 吳家聿
Wu, Chia-Yu
論文名稱： 享樂健身
Beyond Fitness Studio
指導教授： 劉秀明
Liu, Sandra
口試委員: 朴星俊
Park, Steven
陳春龍
Chen, Samuel
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2022
畢業學年度： 111
語文別： 英文
論文頁數： 53
中文關鍵詞： 運動 、網絡 、友誼 、社區發展 、慈善
外文關鍵詞： Exercise, Networking, Friendship, Community development, Charity
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    • 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.

    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

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