Pure dry goods!!! From 600 to 6000, Nakata Fitness should play like this

I previously published an article titled "How to Fight Back in a Gym?" Nakata Fitness quickly opened 600 stores, only did one thing - coach partnership" Nakata Fitness Studio (hereinafter referred to as Nakata) because of the adoption of the model of partnership with coaches, only to achieve the scale of more than 600+ stores, in the fitness industry generally only more than a hundred stores under the situation, become the industry's largest number of stores brand. But the number of 600+ should not be a representative of the abrupt end to the number of Nakata stores. If this partnership model can continue to be optimized, Nakata can have better development.

As the pioneer of the Partnership System in China, I have developed a better plan for Nakata from a professional point of view.

One. Treat KOLs, KOCs and clients as partners.

For gyms, drainage is one of the biggest pain points. In response to this pain point, Nakata should add a drainage scheme on the basis of the present: KOCs (key opinion consumers) who can influence their friends and fans to produce consumer behavior, as well as KOLs (key opinion leaders) and customers who are at the top of the pyramid and can quickly build popularity and detonate products, as partners of the store.

For any store, KOC and KOL are definitely quality customers. In the face of such high-quality customers, it is necessary to formulate a targeted plan:

If KOC and KOL become partners in the store, then if they invest 20,000 yuan, the store can give them the 40,000 yuan that needs to be spent within a three-year period; if they can't spend the 40,000 yuan of consumption, the store can also recycle at a 50% discount. Therefore, for KOCs and KOLs, even if the consumption is not enough to consume 40,000 yuan, at least they can keep their own investment costs of 20,000 yuan. The most critical thing is that this 40,000 yuan consumption, in addition to KOC and KOL themselves can consume, but also by selling to others to obtain income. In addition, within the three-year period, KOCs and KOLs can also receive a 1% dividend income per year, and do not take any risks in the store.

At present, the actual investors of the Zhongtian store are still following the current model of Zhongtian, that is, the store manager and regional manager invest money in the store. However, after improving on the original basis and adding KOC, KOL and customers as store partners, the new model is far better than Nakata's current model.

Under the new model, store managers invest 30%, regional managers invest 10%, and fission customers invest 5%. In this way, if Zhongtian opens a store and can find 20 external partners, it can directly earn 400,000 cash; plus more than 100,000 foreign investors, it means that every time Zhongtian opens a store, it can probably recover half or 600,000 cash at a time. In this way, If Nakata opens a store, it can have a cash flow of 200,000.

Under the current model, for every new store opened, Nakata needs to invest 70%, specifically about 210,000, which leads to the entire store is "negative cash flow"; if the new model is improved, it can bring "positive cash flow". However, this new model is not suitable for all newly opened stores, only the more profitable stores can adopt this upgraded version of the model, and Nakata's existing stores are just right.

Two. Single-store operation was changed to regional operation.

From a professional point of view, Nakata's store manager is transformed from a coach, then he does not have the management ability of professional management personnel. Therefore, Nakata's current model, which is to promote professional coaches to management store managers, is actually not very appropriate. There are two inappropriate points:

1. From coach to store manager, the conversion time is too long. In Nakata, if you want to become a store manager, you must not only start from a grassroots coach, but also in the 3 months of coaching, the total performance can reach 90,000, and then you can be promoted to store manager.

2. Coach becomes management store manager, which is too difficult. Fitness coaches often do not have the professional management knowledge that a store manager position should have, even if the performance of the coach can meet the standard to become the store manager; but in terms of managing the store, it is not necessarily better than simply improving the performance.

Therefore, from a cross-industry point of view, the way to coordinate is to change the single store operation to a regional operation: in the same area, the number of stores is fixed, and a regional manager who uniformly manages activities such as operation and marketing. The store manager under the manager position exists as a consulting store manager, and is only responsible for managing related matters at the professional level. In this way, for the store manager, the growth will be relatively fast; for the store, the management will reduce the cost at the same time, but the effect will be improved.

Three. Performance for equity.

Performance for equity is a very important measure. The so-called performance for equity, that is, Nakata's coach, with his performance to bet with the store: if the coach can achieve how much performance, Zhongtian headquarters will release the corresponding number of performance equity for you. For example, if the coach made a performance of 1 million, Nakata replaced him with 0.01% of the equity. In this way, if Nakata is listed, then the coach's income may be doubled by 50 times, and his original stored value of 100,000 yuan can become 5 million; if Nakata is not listed within five years, then Nakata can also buy back the coach's equity and give it to the coach according to 10% of the annual income.

In this way, the coach can advance and retreat, no matter how the company develops, he will have a better income, so he will be willing to partner with the company, exchange performance for equity, and will not resign halfway, ensuring the stable performance of the store. This model, on the one hand, can bind excellent coaches, on the other hand, stores will also have more cash flow.

Four. Strong platform empowers stores.

I was in "How to Fight Back in the Gym?" Nakata Fitness quickly opened 600 stores, only did one thing - coach partnership", once mentioned that in order to reduce operating costs, Nakata will choose a relatively low-priced storefront in the choice of store site; in terms of labor costs, it will let the coach wear several hats to save costs. Nakata is like this because its platform is not strong enough.

So, how does a powerful platform empower stores?

1. Store manager IP creation. Every store has excellent coaches and excellent store managers. Most of the members who participate in the fitness are for the trainer. Therefore, the current store manager partner into IP, so that he has enough influence and attraction, easier to recruit students, this is a common way of headquarters empowerment stores in the fitness industry.

2. Community operation. The store headquarters can do a lot of community operations, set up some theme salons, carry out a series of activities such as offline experience, and create stickiness between customers and stores.

3. SAAS + throbbing fitness tools. SAAS means software as a service, and empowering Nakata through software is another way to empower stores. Guangzhou Yijian Technology Co., Ltd., a smart fitness management APP developed - 怦怦 Fitness, which can provide stores with many system tools, including store management systems and coach management systems. Nakata and Xunxun Fitness, in terms of the fit between the two sides, there are several very suitable points of cooperation:

(1) Nakata's stores are fitness studios, and the most core asset of each store is fitness instructors. With more than 70,000 registered fitness coaches, Ricket Fitness can provide direct cooperation for Nakata in store expansion and coach management (such as recruitment and employment, as well as meeting the practice needs of socialized freelance coaches).

(2) With a team of partners with Internet genes, first-class management experience of the world's top 500 companies, and second successful entrepreneurial experience, Ricket Fitness can provide synergy for Nakata's shortcomings in the Internet field. Take the research and development that Xunxing Fitness has completed from the "system + IP + coach special assistant + service + content", its information system has formed a closed loop, and Nakata can directly import and use it.

(3) A large number of users need fitness experience services, which requires stores across the country to carry it. However, Nakata has a chain of 600+ stores, which can provide physical fitness venues for users of Thyme Fitness.

After summarizing hundreds of practical cases, I found that the most critical element in the store partner system is still "people", that is, whether or not to find excellent store partners may have more than half of the impact on the success or failure of the store partner system. Up to now, there are more than 700 partner stores of Ricket Fitness, and it is expected to cooperate with more than 1500 stores in 2021, and most of them are studios. If Nakata wants to realize the expansion strategy of 100 cities and millions of stores, the combination with throbbing is undoubtedly the lowest cost and the fastest way. At the same time, it is also the perfect opportunity for stores to create the strongest platform for themselves in turn.

Five. Flop stores.

For Nakata, if you want to open a new store, you need to spend a lot of site selection and decoration time. However, if Nakata directly flipped the existing loss-making gym into a store under the Nakata model, the owner of the original store became a partner of the store in the form of rent contribution. In this way, the speed of opening stores can be accelerated at a relatively low cost.

In the fitness industry, whether you want to develop your own chain stores, or want to start from the coach, rely on your own step-by-step footprints to become the store manager or shareholder of the chain store; as long as you want to develop your own chain fitness business, choosing the partnership model is indeed a good choice. However, even in the same industry, the development model between different companies will not be exactly the same. But if you have any questions about the partnership model, feel free to ask me.

I am Liu Yang, your best store partnership model consultant.

The founder of China's partnership system - Liu Yang

About the Author:

The author Liu Yang, the founder of Wheat Talent Workshop, the founder of China's partner system, has been an executive of McDonald's, Nokia and Philips three Fortune Global 500 companies; the leading "China Partner System" won the first prize of the China Academy of Management Research Project; has more than 10 independent intellectual property rights of "Store Partner" and "Chinese Partner"; and has counseled the partner system of well-known Haier, Oriental Yuhong, Fast Fish Apparel, Renhe Education and more than 100 chain enterprises.