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Фитнес индустрия как потенциальная сфера применения экологических инициатив
- 80 страниц
- 2014 год
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By helping people to be fit and active, the fitness industry makes a major contribution to human beings living long, healthy and happy lives. Despite this, the fitness industry and the talented people who work in it cannot afford to be complacent about their place in the future. This White Paper explores the trends that may shape human fitness and activity, and their effect on the fitness industry. After hundreds of hours of research and dozens of interviews with experts and ‘ordinary folk’, the White Paper reveals a range of challenges and opportunities for us to either confront or cultivate.
The intention is to provide new insights to help the fitness industry:
• understand what may happen, so as to guide future decisions
• address risks, rise to challenges and discover opportunities beyond today’s known channels and paradigms.
States of uncertainty, some would say, provide the most potent conditions for innovation and creativity. Change, even chaos, is a life-creating force; constancy and sameness lead to atrophy.
The current model asks consumers to fit themselves around a focused, efficient service model – a gym-centric machine. Tomorrow’s consumers are likely to be much less compliant! They are less likely to embrace ‘fitness through hard work’. They will want fitness to be shaped around them. They will ask our industry to become more people-centric.
This White Paper sees trends that are making it more difficult for people to connect. More and more, we are tempted into virtual – that is, false – “realities”.
In response to all of these changes, today’s mainstream health-club model may soon explode into multiple variations based on new concepts.
I embrace the challenges. Smart businesses will capitalize on the changing demands of articulate consumers.
I am attracted to the idea that health clubs can become more entertaining, social places. Done well, the health club might become something like the corner pub of the 21st century.
Introduction 2
PART I. Research of the fundamental aspects of interaction environmental sphere ecology and business at the present stage 4
1.1 The development process of environmental moving 4
1.2 The participation of business in solving environmental problems 8
1.3 Partnership of business and environmental organizations 15
PART II. Marketing research of the IVF process of motion 20
2.1 Positioning of eco-products in the market 20
2.2 Public and consumer interest in green products 28
2.3 Modern forms of environmental initiatives, their implementation and evaluation 34
PART III. The fitness industry is one of the priority business areas for eco-innovation 53
3.1 Environmental initiatives for the fitness industry 53
3.2 Eco club as a symbiosis of the sport and the environment 56
3.3 Priority directions of development of eco sport 60
Conclusion 78
Bibliography 79
When consumers can raise their heart rate in their living rooms or offices with an engaging, energetic and sociable online experience, ‘fitness’ will less often be defined by travelling to the gym to pump iron. If a pill or cheap, safe plastic surgery can maintain health and restore beauty, then ‘fitness’ morphs into a new definition altogether. Tweaks to existing models are unlikely to match the pace of transformational change. If we are complacent (or even just slow) our industry may become a historical anecdote of the 20th century.Both for business and for individuals working in the industry, the three key challenges and opportunities appear to be:
• staying relevant among the current crop of ‘converted’ consumers who already commit time and effort to fitness
• improving our offer to those who enjoy fitness, but who don’t like ‘going to the gym’
• keeping the industry fresh, relevant and competitive in the face of changing demographics, technology, medicine and competition.
The fitness industry’s challenge is to enthusiastically embrace the unfolding
opportunities, so that it can continue to make a meaningful contribution to human wellness.
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