Inicio Estilo de vida ¿Qué son los gimnasios boutique?

¿Qué son los gimnasios boutique?

Según el reporte de Nielsen Consumer Fitness report: trends and statistics for fitness facilities los grandes gimnasios multipropósito están perdiendo mercado frente al creciente modelo de los estudios, que ganan popularidad especialmente en el segmento de los millennials que son los consumidores nacidos entre 1980 y 2000.

¿Qué características tiene un gym boutique?

1.- Estos centros de entrenamiento enfocados a nichos llegan a cobrar por una sesión de 45 minutos que la cuota mensual de un gimnasio de bajo costo. Y de este modo van erosionando a los principales centros urbanos la uniforme y saturada oferta de los gimnasios de segmento medio, que brindan un poco de todo y mucho de nada.

2.- Como suelen ser pequeños, pueden conseguir locaciones en buenas ubicaciones, que requieren de menor inversión para ponerse en marcha y menos cantidad de clientes para ser rentables. Además, como se enfocan en una o pocas actividades, son expertos ante un usuario al que le brindan experiencias únicas, construyendo así una conexión emocional.

3.- Además, esa especialización promueve en sus clientes una mayor confianza y adhesión, lo que se traduce en que estén dispuestos a pagar más por ese servicio. De cierto modo, estos estudios encontraron su lugar en un mundo de consumidores que buscan ser parte de una comunidad, tener un grupo de pertenencia, con relaciones cada vez más significativas.

gym boutique

4.- Sus propuestas se distinguen por ser claras, flexibles, simples y fáciles de entender. Todos estos aspectos muy valorados por el consumidor. Normalmente, suelen vender a sus clientes usos puntuales de su servicio o paquetes de clases- en lugar de abonos mensuales que cobran a través de medios electrónicos. Y el usuario debe reservar online cada sesión.

5.- Ciclismo indoor, clases de fitness grupal, entrenamiento funcional, remo indoor, boxeo recreativo, personal training, hit, yoga, pilates, circuitos femeninos, deportes y alto rendimiento, son algunas de las propuestas de nicho que vienen ganando terreno en la industria del fitness de la mano de estos conceptos de negocio, que de nuevo tienen muy poco.

Un estudio boutique se distingue por “el trato personalizado hacia el cliente y el estatus que se transmite desde el diseño y la ambientación”.

Entonces: producto selecto, con estilo y glamour para consumidores de buen pasar serian a primera vista aspectos centrales en la definición del concepto.

¿Por qué se han popularizado?

Principalmente por EL NUEVO CONSUMIDOR, que de acuerdo con la consultora española Valgo confirma que el modelo boutique está criando a un nuevo consumidor,

que exige que se preocupen por sus objetivos, que percibe la experiencia de ejercitarse como un todo y que está dispuesto a pagar más por disfrutar seguir entrenando.

“Son la respuesta clara a las necesidades de la generación millenial, consumidores de entre 18 y 37 años, que persigue experiencias auténticas y con un formato de consumo de total libertad”. Afirma Pablo López de Viñaspre director de fitness management school (FMS).

La Consultora Valgo, define al fenómeno boutique como una nueva propuesta del mercado fitness, en la que las palabras fusión y experiencia están muy presentes, de modo que un gimnasio que se precie de boutique deberá combinar perfectamente un entorno y una atención de excelente calidad, con un precio bastante por encima de la media.

Gimnasios boutique en numeros 01

En Estados Unidos, según los consultores Stephen Tharrett y Mark Williamson, existen hace años una gran cantidad de estudios que ofrecen yoga, cycling, entrenamiento personal, etc., pero recién en 2010 los gimnasios boutique surgieron como un segmento influyente. Y a partir del 2013, este modelo comenzó a pisar fuerte en este país.

Fuente: Revista Mercado Fitness no. 82 

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