Building a Sustainable Business The Pure Experience Pure 借鉴之路：健身和瑜伽的平衡可持续发展 Mark Kinvig Chief Operating Officer The Pure Group

Building a Sustainable BusinessThe Pure Experience

Pure 借鉴之路：健身和瑜伽的平衡可持续发展Mark Kinvig

Chief Operating OfficerThe Pure Group

PASSION +ATTITUDE TEAMWORK HONESTY

Reason for Choosing Topic 选择这个主题的理由• Industry Seems to Be At Crossroads Globally 全球范围内健身产业正在十字路口

‒ Impact of Economic Downturn 经济衰退的影响‒ Growth Rates Slowed in Many Regions 很多地区的增长率下降‒ Spate of Bankruptcies Since 2008 in Asia 亚洲自 2008 年以来的破产潮

• Industry Still To Fulfill Its Potential With Opportunities 健身产业仍然有机会发挥潜能‒ Global Obesity Rates Soaring 肥胖率继续高速增长‒ Leisure Time Squeeze by Longer Working Hours 更长的工作时间挤占休闲时间‒ Increasing Move from Necessity to Discretionary Spend in Emerging Markets 新兴市场从必须转向

• Constant Questioning on What is the Right Model for the Industry 对健身产业选择的模式的持久性探索‒ Industry Should be Bigger than It Is 健身产业应该比现在更大‒ Feedback from Many Surveys Shows Industry Not Meeting Customer Needs 很多调查反馈产业并没有满足客户需求‒ Attrition Rates Far Too High 流失率太高


Definition of Sustainable可持续性的定义1. Able to be maintained at a certain rate or level 可以保持在某一个速度或水平

sustainable growth 稳定的增长Conserving a balance by avoiding depletion of resources 通过避免耗尽资源而保持平衡our fundamental commitment to sustainable development 以可持续发展为基础

2. Able to be upheld or defended 可以支持或保护sustainable practice 可持续地操作


Factors Contributing to a Sustainable Business有利于可持续性发展的因素

• Pricing 定价•

• Strength of the Brand – Brand DNA 品牌的力量 - 品牌 DNA•

• Investment in Staff 在员工身上投资•

• Investment and Reinvestment in Facilities 设备投资与再投资• Member Relationship Strategy 会员关系策略 • Outreach and PR 超越与 PR （公关）• Financial Discipline 财务纪律


The Pricing Issue 定价问题• Pricing Psychology Particularly in Asia Has Been to Take Pricing Down to Drive Volumes 亚洲的价格哲学是薄利多销– Late 1990’s Gym Operators Pricing Was HK$600+ Per Month 1990 年度后期香港的健身房定价基本为 600 港币 / 月– Now Most Operators Pricing Is HK$400+ Per Month 现在大多数健身房定价为： 400 港币 / 月 (Margins Squeezed Because of 10 Years Payroll and Rental Increases) （利润被长期合约和租金上涨所吞噬）

• Pricing Is Reflective Of the Strength of the Brand and Managements’ Belief in the Brand and How Well Management Understands Its Members 定价反映了品牌的力量与对管理的自信– Too Often Pricing Differs Across Locations Causing Brand Damage 不同店面设立不同价格对品牌价值有损害– Prepaid Pricing Has Caused Many Problems for the Sector in Asia with Discount Rates on

Prepaid Memberships Sometimes as High as 50% 亚洲地区超过 5 折优惠的预付费方式产生很多问题• Many Sales Teams Have an Entrenched Resistance to Taking Prices Up

Leading to Status Quo 很多销售团队对提高价格都有本能的抵触，这导致我们的现状


Do Lower Prices Work? 低价可行么？• Conventional Wisdom 传统的智慧

“Lower Membership Rates Drive Higher Volumes and Mean Members Are Less Inclined to Terminate Versus if they Were Paying Higher Rates. Concept of Letting Sleeping Dogs Lie”更低的价格可以获得更大的销售额，也意味着相对于更高的收费，会员更少倾向于终止合约。“保持现状”

• Pure View Pure 的观点“Higher Membership Rates Encourage Higher Member Usage and Lower Attrition. Members Paying Lower Rates Use the Clubs Less Frequently, Buy Fewer Ancillary Services and Have Higher Attrition Rates”更高的会籍费用会促使会员更多地来俱乐部锻炼而降低流失率，低会费的会员来俱乐部的频次更少，更少购买附加服务，并且有相对高的流失率

• Resignation Rates Remained Constant Despite Increasing Prices. Annual Attrition Rates Approximately 35% 无论涨价与否，流失率都保持稳定，年平均流失率大约在 35%

• Increasing Prices Fund Annual Compensation Increases for Sales and PT Teams 涨价也可为销售与私教的团队的年终奖金提供支持


Pricing - The Pure Experience 定价： Pure 的经验• Recent Downturn Used to Evaluate Pricing & Its Impact on Profitability 近期的降价用来评估定价及其带来的对收益性的影响• Strategy to Take Up Pricing and Reassess Annually 接受定价的策略及年度评估

– Doubled Joining Fees to Be Consistent with Brand (Joining Fees Often Waived) 加倍的入会费以贴合品牌– Increased Prices Higher In Clubs With Higher Demand 根据更高的要求相应提价– Reduced Discounts on Prepaid Memberships and Renewal Memberships 在预付费会籍费用及续会费用上削减折扣额度– Instituted Annual Dues Increase for All Members 研究对所有会员每年提价

• Open Honest Communication with Members – World Class Facilities Cost World Class Rates 与会员开放而诚恳交流—世界级别的设备当然需要较高的收费• Changing Thought Process of Staff Who have Been In the Industry a Long Time Most Difficult Task 改变在行业长期工作的员工的观念才是最难的问题！• Achieved 8% Average Price Increase Over the Last 18 Months 过去 18 个月中取得 8% 的价格提升


The Importance of Brand DNA 品牌 DNA

• No Matter Which market Segment Company is Targeting It Needs A Clear Mission Statement and DNA to Drive Strategy and Staff 无论瞄准哪个市场，都需要一个清晰的目的报表以及驱动团队的 DNA

• DNA Should Be Part of Daily Life and Incorporated Into the Annual Appraisal Process

DNA 应该是日常生活的一部分，以组成日常评估流程 • All Decisions Should Take Into Consideration Longer Term Impact 所有决策应该考虑长期影响• Shareholders and Senior Management Need to Be Honest With Staff

and Manage Expectations Accordingly 股东与高管应该对员工坦率而真诚，相应地掌握他们的期望– Bulk Business Up and Sell it to VC 扩大业务，卖给风投– Longer Term Horizon Focused on Health and Wellbeing of Members 长期关注会员的健康状态


The Pure Path Pure 之路• Developed in 2005 When Business 2 Years Old Pure开业两年以后得以发展• Used Extensive When Recruiting Staff, Dealing with Members and A

Litmus Test for Every Decision

Passion +Attitude Teamwork Honesty 热情 + 态度团队精神诚信• All Important but Honesty and Teamwork Particularly Important. Honesty

Particularly Important in Pricing 上述都很重要，但是诚信与团队精神特别重要！尤其在定价方面，诚信更加重要• DNA Creates A Common Bond Between All Staff DNA 在员工之间创造了联系！


The Pure Mission Statement Pure 任务陈述

We are 我们是your wellbeing professionals 您的健康专家We will 我们将help you achieve a balanced perspective and lead a healthier, happier life 帮助您达到平衡愿景，获得更健康更幸福的生活。In order that 以使you feel good or better about being yourself 让您自己感觉好或者更好By being 通过natural, positive, youthful and personalised自然，积极，有活力和个性化


Investment in Staff 在员工身上上投资• Staff Are Most Important Asset and Key Differentiator Between Brands 员工是品牌最重要的资产，也是不同品牌之间的区分者• Investment In Staff Entails: 在员工身上投资需要

– Adequate Training and Development 足够的培训与发展空间– Offering Flexibility Particularly for Certain Groups 对某些特定群体需要灵活对待– Paying Top of Market for Top Performers 对顶级绩效者给予顶级奖励– Providing a Supportive Corporate Culture and Not Micro Managing Staff 提供支持性的企业文化，管理上不给予太多干预– Fostering Entrepreneurial Spirit but for Benefit of the Brand 培养品牌企业家而不过分注重利益

• Giving Proper Feedback and Recognition 给予适当的反馈和认可• Biggest Challenge for All Companies Given Industry Is Not Always the Employer

of Choice For Many Hires企业给这个行业带来最大挑战的并不总是由于雇主给予工作机会


Forgotten Groups Are Possibly The Most Important被遗忘的群体很可能是最重要的• Many Companies Underestimate the Importance of those Groups Who Interact with Members

Most: 企业低估了与会员交流互动最多的群体– Receptionists 前台接待– Personal Trainers 私教– Group X Teachers 团操教练– Yoga Teachers 瑜伽指导

• Very often the Above Categories Are Part Time Or Freelance Staff Who Don’t Quality for Company Benefits. Most Extreme Case Is In Some Countries PT Completely Outsourced 很多情况下上述这些群体是兼职自由职业者，他们并不十分关心企业利益，极端情况下很多国家这些俱乐部里的私教都是外聘人员。

• Historically Trainers and Instructors Have Been Seen as “Fringe” Staff, Difficult to Manage and Have Not Been Resourced or Invested In Properly. But These Groups Interact with Members More than Any Other Staff 教练很长时间内被视为边缘员工，很难管理以致未给予支持或是当地给予投入。但是这个群体反而比其他员工更接近会员

• Most Important Staff in A Hotel To Keep Happy - Airport Drivers! 一个酒店最重要的员工是—机场巴士司机！他们能保证客人是否开心！


Staffing – The Pure Experience 上岗— Pure 的经验• All Staff Full Time Employees – No Part of the Brand Outsourced 所有员工都是全职的：这个品牌从不外聘• Strategy for Different Teams Reflect What Is Important To Them 对于不同团队的策略反映了团队的重要程度

– Yoga Teachers Two Months Unpaid Leave for Renewal Training 瑜伽老师如果 2 个月内没有，需要重新培训– Trainers Provided With In House CEP Training At PURE’s Expense – Overall Work/Life Balance Encouraged 工作 / 生活平衡协调

• Staff Compensation Runs At 30%-35% of Revenue Which Is Higher than Industry Norm

30%-35% 的收入用于员工薪水支付，高于行业平均值 30-35%

• Constantly Monitor Staff Turnover as Direct Correlation Between Team Longevity and Performance 根据团队工作期限与绩效之间的直接关系，持续监控员工流失率


Investment & Reinvestment in Facilities设备投资与再投资• Recent Market Research Showed Top Three Reason’s For Joining and Staying Member: 近期的研究显示加入与保持会籍最大的三个原因

– Location 地理位置– Facilities 器械– Cleanliness 干净程度

• Sometimes Operators May Not Update Facilities Unless Absolutely Necessary 有些俱乐部只有到必须的情况下才会更换设备 • Tired Facilities Reflect Badly On the Brand. Members Question If Brand Not Making

Money If No Periodic Renovation 陈旧的设备不利于品牌。会员会怀疑如果品牌不赚钱就不会定期翻新• Renovations Should Be Seen As A Good Way to Update A Club For New Trends Thrus

Maximising New Revenue Trends 翻新可视为升级俱乐部以最大化新的收入的好方法• Trend Is To Change Floor Mix To Less Equipment and More Functional Training and/or

Boxing Space 趋势是：改变区域分布：更少的器械设置，更多的功能性训练和 / 或者搏击区


The Increasing Importance of I.T. 提高 IT 部门的重要性• Increasingly Investment In Facilities Means Investment In Club IT 提高设备投资也意味着对俱乐部 IT 的投资• Important to Take Full Advantage of Interconnected Members –

Smartphones and Other Devices 充分利用会员直接的联系• Cutting Edge IT Gives Members Confidence and Adds to the Brand 先进的 IT给予会员信心，也有利于品牌• Pure Recent Developments Pure近期发展

– iPad Sales and PT Presentations 使用 iPad 销售和私教展示– Inclub Digital Signage 俱乐部内部数字签名– Pure Apps for Schedules and Class Bookings 用于课程和预约的专用 Pure软件

• Huge Potential in PT Area 私教区域的巨大潜力


Member Relationship Strategy 会员关系策略• Member Relationship Strategy Is Key to Building A Long Term Business 会员关系对于建立长期的业务而言极其重要

– Understand Who Your Members Are 明白谁是你的会员– Understand Price Elasticity of Members 懂得会员的价格弹性 – Understand Scope of New Services Members Would Like 懂得会员的新需要范围– Give Members A Voice and Platform For Feedback 给予会员反馈的平台– Ultimately Create A Community Which Translates Into Long Term Members 最终创立转化长期会员的社区

• Communication Is Key to Building Trust with Members 交流对于建立与会员之间的信任极其重要– Member Surveys 会员调查– Interactive Website 互动网站– Encouraging Feedback at Club Level Through Comment Cards 通过留言板等鼓励会员在俱乐部给予反馈– Looking For Trends Before Problems Arise 在问题产生前先看到这个趋势（防微杜渐）


Member Relationship Strategy – Social Media会员关系策略—社交媒体• Facebook, Twitter and Others Are Powerful New Tools But Need to Be Used

Carefully 微博等强有力的新媒体，但是需要非常小心！• Reach of Social Media Far Outweighs Traditional Media and Allows

Communities or Sub – Communities to Be Fostered. Amazing For General Communication or Launching New Products 更多地利用社交网络而不是传统媒体以培育网络社区。对于参与广泛交流与发布新产品非常美妙！

• Gives Members Real Time Feedback and Gives Them A Voice 留给会员充足时间以得到反馈并且给予他们回应• Ensuring Updated Member Information Is Critical. Sales Staff Are Required

to Get Email Addressed at Point of Sale 保证时刻更新会员信息非常重要！要求销售人员在销售过程中就需要得到客户的邮件地址• Good Way to Retaining and Incentivising Teachers through Creating Their

Own Blogs and Online Communities 保持与激励教练通过建立博客、微博等在线交流工具


Outreach & PR 与公共关系• Managing Company PR Is Critical As Company Success Is Closely Tied To

Trust of Members 管理公司公共关系非常重要，因为公司的成功与会员信任息息相关• Every Decision Should Be Assessed Based On If It Is Correct But Also how

If Will Be Perceived Externally 每一项决定都需要以其是否正确为基础，但是也仍然要考虑外部的感觉• Important to Monitor PR and Online Forums To Get A Sense of How

Company Is Perceived Externally 监管公共关系非常重要，可以从公共网络里得到外部感觉• If Anything Be Overly Protective of the Brand Especially in the Early Years 如果任何事都需要考虑到对品牌的保护，尤其是创业初期• Joint Promotion Requests Can Be A Very Good Indicator of the Quality of

the Brand 对于品牌品质是非常良好的推动因素


Outreach – Managing the Corporate Sector 管理公司部门

• The Corporate Sector Is A Very Important Outreach Community and Can Be A Valuable Partner 是非常重要的，而且也是非常有价值的伙伴

• Important to Build Long Term Relationships and Support their Health Initiatives 建立长期关系非常重要，以支持他们对健康的要求

• Don’t Focus on Corporates Driving Volume by Offering Heavily Discounted Membership Rates – Resist this Temptation 千万不要通过折扣会籍销售而大大增加你的会员数量—避免这个尝试

• Do Business With Vendors In the Right Way So Both Partners Grow. Squeezing Vendors Too Hard Is Not Sustainable In the Long Run 结合零售商，这样双方都可以获得增长。长远来看过于挤压零售商的空间的行为不可取

• Important to Build Strong Relationships with Landlords 与房东的关系真的非常重要啊！一定要保持强有力的关系！


Financial Discipline 财务准则• Historically the Industry Has Been Owned by VC’s Who Have Limited Time

Horizon and Pre Occupation with Cash EBITDA 历史上产业趋向有风投控制，而风投耐心有限，并且趋向预付费带来的现金流• The Leads to: 导致

– Propensity for Brands to Grow Too Quickly 扩张太过迅猛– Focus on New Member Sales At Expense of Existing Members 关注新会籍销售的成本– Limited Focus on Net Income Taking Into Consideration Ongoing Financing Costs and

Depreciation 考虑到持续增长的财务成本和资产折旧，不用太看重净收入• Typically Takes 3 Years For A Locations Cash and Book EBITDA to

Normalize and Generate Strong Net Income 一个店通常需要 3 年的时间才能稳定现金流和税前收入，之后才能获得更大的收入增长


The Pure Paradigm Pure 规范

• Focused on Average Revenue Per Member & How We Can Grow It 关注单个会员的平均收入 & 我们怎样做到增长？– Membership price Increases 增加会籍费– Purchases of Ancillary Revenue (PT/PY/Retail/Others) 私教等其他付费收入– Important to Retain Members 维持会员很重要– Ongoing Revenue Tends to Be More Profitable 收入的连续性保证了利润

• Focused on How Best to Drive Value from Each Club Location 关注每个俱乐部选址上能够最大化效益

– PT Members Most Profitable 私教会员是最大的利润来源– Looking At How Can Penetrate Cardio Only Members 注意只做有氧训练的会员– No One In the Industry Globally Has Cracked Offpeak Membership Opportunity 全球没有哪个企业用尽了会员来源

• IT Systems Should Move Towards Tracking Total Annual Spend Per Member IT 系统应该接近每个会员的年度总量• Payroll Plans Need to Move Towards Annuity Compensation Based On Member

Tenure and Total Revenue Spend

Thank You谢谢！

Documents

Building a Sustainable Business The Pure Experience Pure 借鉴之路： 健身和瑜伽的平衡可持续发展 Mark Kinvig Chief Operating Officer The Pure Group

Building a Sustainable Business The Pure Experience Pure 借鉴之路：健身和瑜伽的平衡可持续发展 Mark Kinvig Chief Operating Officer The Pure Group