王志军：新乐活与众不同
王小麦撰稿
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中国市场的消费结构正在升级，城市中产阶级的兴起，培养了一大批有消费能力且对生活品质有要求的族群。传统健身房仍然停留在价格取胜而非提供优质的服务上，显然已经落伍。再者，互联网的高效便捷，使得信息四通八达，传统的渠道营销方式已经被逐渐淘汰，顾客和用户的合一倒逼企业一定要做出令用户满意的产品。
The consumer structure of the Chinese market is being upgraded, with the rise of the urban middle class, nurturing a large group of people who are able to consume and whose quality of life is demanding. Traditional gymnasiums are still stuck in winning prices rather than providing quality services.
2015年8月8日，对很多人来说是普通的一天，大部分人没有关注到在济南奥体中心东临的龙奥金座开了一家名字叫做“新乐活”的健身会所，更没有多少人意识到这家健身会所将会在未来的几年里重塑济南甚至整个山东的健身行业格局。
August 8, 2015, was a normal day for many, and most people did not notice the opening of a gymnasium called "New Play" in Ronogen, east of the heart of Jinan. Not many people realize that this gym will re-engineer South and even Shandong in the next few years.
新乐活的操盘人名叫王志军，1986年出生，却是一位非典型“85后”，他18岁参军，20岁退伍进入他“最感兴趣”的健身行业，并在2007年和2008年连续两年当选为山东省健身先生，做私教的收入很快破万，当大家都以为他会一直在健身行业做下去的时候，他却不按常理出牌，投身建筑行业，做起了建材生意，这一做就是6年。
The new entertainer named Wang Zhijun, born in 1986, was born after an atypical “85” who joined the army at the age of 18, was discharged from his “most interested” gymnasium at the age of 20 and was elected Mr. Shandong gymnasium for two consecutive years in 2007 and 2008 and whose income of private education was quickly reduced by six years, when everyone thought he was going to continue working in the gymnasium industry.
6年后，带着第一桶金，王志军华丽回归健身业，“之所以选择健身行业首先跟我的兴趣有关，再就是基于我对济南乃至山东健身市场的了解。严重的同质化问题已经到了急需要解决的阶段，市场在呼吁一个‘不一样’的健身房，所以我给品牌定名‘新乐活’。”
济南健身房市场中高低端都有，但是在王志军看来，他们都没有有效解决健身市场的“痛点”。乐活是从西方传来的一种新兴生活型态族群，强调“健康、可持续的生活方式”。“这种生活态度是我和我的企业所推崇的，而‘新’就体现在我如何将乐活的理念在健身领域里创新，创新的同时去解决健身行业的‘痛点’。”王志军告诉记者。
The high and low end of the Jinan Gym market, but in Wang Zhijun's view, none of them effectively addressed the pain points of the fitness market. An emerging community of people from the West, emphasizing a “healthy and sustainable way of life.” “This attitude to life is something that I and my business have promoted, and `new' is how I can innovate in the field of fitness and innovation while addressing the pain points of the fitness industry. .
当被问到什么是健身行业的“痛点”时，王志军回答了一个伴随着互联网众多应用的流行涌入公众视野的词汇——用户体验。“用户体验绝不仅仅是互联网企业所应该关注的，健身行业虽然是一种传统行业，但同样是得用户者得天下。”王志军的脸上浮现出与其年龄不太相称的睿智。
When asked what the “treacherous points” of the gymnasium industry are, Wang Zhijun answered a vocabulary - the user's experience - that is a popular input into the public's eyes along with the many applications of the Internet. “Users experience is not just what Internet companies should be interested in, but the fitness industry, though a traditional industry, is the same for users. Wang Zhijun's face does not appear as wise as his age.
继新乐活奥体CBD馆开业之后，短短两年时间里，王志军又开了两家门店，分别是2016年开业的黄金99生态馆和2017年12月份开业的省体悦动馆。
In just two years after the opening of the CBD Pavilion of the Nuevo Activism, Wang Zhijun opened two more shops, the Golden 99 Ecology Hall, which opened in 2016, and the Provincial Momentum, which opened in December 2017.
王志军说，如果让他来形容的话，奥体CBD馆是新乐活的Web1.0时代，黄金生态馆是新乐活的Web2.0时代，省体悦动馆则是新乐活的Web3.0时代。
Web1.0,健身设施更新迭代
Web1.0时代的互联网以解决互联网的基础应用为主，同样的，在建设奥体CBD馆的时候，王志军的创新目光聚焦在了硬件设施的更新迭代上。
“传统健身房为了降低成本，大多选取的是国产健身设备，存在着诸多问题，比如说跑步机吧，国外的发动机技术特别好，转速非常均匀，具有极佳的减震效果，而国产跑步机则往往忽略这些细节，导致使用后膝盖反而会受伤。”注重用户体验的王志军果断决定健身房所有设施全部从美国进口，选用世界三大顶级健身器械品牌，哪怕为此付出高达五倍的价格。
> “Traditional gymnasiums, in order to reduce costs, are mostly state-made gym equipment, and there are problems, for example, running machines, motors abroad are particularly good, have very uniform speeds and have excellent seismic effects, while state-made jockeys tend to ignore these details, causing injury to the back knee.” The user-sensitive Wang Zhijun determined to import all facilities of the gym from the United States and to use the world's top three gymnasium brands, even at a price of up to five times.
另外，全套的新风系统也是新乐活的一大亮点。“传统健身房给很多人的印象都是气味难闻，这让很多有心健身的顾客尤其是女顾客望而却步。”于是，王志军决定在每家健身房斥资100多万安装最完善的新风系统。
Web2.0，互动+分享=社交
时光快速来到2016年，新乐活黄金99生态馆启幕，同时迎来了属于王志军和新乐活的Web2.0时代。Web2.0的核心要义是“互动”和“分享”。新乐活也开始在这一方向上创新，而主要借助的工具正是互联网。
> > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > >. > > > > > > > > > > > > > > >. The central message of Web 2.0 is "interactive" and > > > >. > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > >.
王志军的履历里虽然没有互联网相关从业经验，但是他有着超强的学习能力，在新乐活创办前，他不但走遍了全国的健身俱乐部，还考察了美国、意大利等17个先进发达国家健身行业的基本情况。进入山大总裁班学习，又让他系统学习了现代企业管理知识，也让他及时深刻地洞察到这是一个属于互联网的时代。
While Wang Zhijun has no Internet-related experience in his curriculum vitae, he has a great ability to learn and, before the launch of the New Leaf, he has not only travelled all over the country's fitness clubs, but also examined the basics of the fitness industry in 17 advanced developed countries, such as the United States, Italy, etc.
新乐活健身利用互联网开发的第一款电子产品是智能运动手环，集健身会员卡、支付宝、密码钥匙、人体感知、作息监测、防水手表、运动跟踪、课程预约、健身微社区等强大功能于一体。为了充分发挥手环的功能，也为了更好地推广新乐活“互动”的理念，新乐活还斥资100多万开发了“新乐活健身”APP手机客户端，将用户的作息、饮食、运动状况及数据记录跟踪。用户可以选择将这些数据上传，由专业健身教练为其提供健康管理咨询以及定制化服务，真正实现运动健身专业化、科学化。
王志军还充分地认识到，互动和分享的目的是为了社交，“传统的健身总感觉是一个人的事，看起来孤独又‘苦逼’。我们要解决这个问题。”黄金生态馆在奥体馆一年运营的基础上充分认识到了运动社交的重要性，在进行场馆设计时就预留了两个休闲区，一个在健身房内，被绿萝四面环绕，用户在这个相对独立的空间里可以休息、聊天、认识新朋友。场馆一隅新乐活还设计了一个非常独立的空间——乐活茶空间，简洁、干净、清爽的装修风格与健身会所给人的固有印象可以说大相径庭，更像一个与朋友在闲暇时光聊天的地方。
The Wang Zhijun also fully realized that the purpose of interaction and sharing is social, and that "traditional fitness always seems to be a human matter and looks lonely and `suffering'. We have to solve this problem. The Golden Ecoclub, based on its year-long operation, is fully aware of the importance of sport and socialization. Two leisure areas are reserved for its design, one in a gym, surrounded by greens, where users can rest, chat, and meet new friends in a relatively independent space.
为了让用户更好地社交，新乐活配合不同场馆的特点举办了各种各样的活动。奥体CBD馆因为有户外的篮球场和足球场，连续两年承办了奥体周围十余个企业的友谊赛，成为白领们增强了解、以球会友的重要平台；黄金生态馆多次举行过时装发布会秀、明星粉丝见面会、摄影展、健康知识讲座等活动，让用户可以在运动之余找到有共同兴趣的人。
In order to better socialize users, New Leaf has organized a wide variety of events, featuring different venues. For two years in a row, with outdoor basketball and football fields, the Olympic CbD Pavilion has hosted more than a dozen business friendships around the olympics, serving as an important platform for white collars to enhance their understanding and friends with the ball; the Golden Ecology Pavilion has held a number of out-of-date dress shows, star fan meetings, photography shows, health literacy lectures, etc. to enable users to find people of common interest during the rest of the game.
Web3.0，物联网打造智能健身房
配合Web3.0时代的核心理念“ME”时代的到来，用户中心化的趋势愈演愈烈，王志军将悦动馆的关键词定义为“智能化”，为用户的中心地位继续加码。
为了进一步延伸Web2.0时代的运动社交，王志军购置了拥有全球最先进的镜像投射技术跑步机，它设置了一个液晶显示屏，可以通过互联网与手机相连，同步展示手机屏幕，有效解决了用户在跑步时看手机视频但屏幕太小的不良体验。除此之外，用户还可以在跑步机上发起竞赛模式，邀请其他跑步者比赛，这一模式可以同时容纳30人开赛，而且可以跨门店、跨区域，大大增加了跑步的趣味性，同时，促进了使用者之间的社交，很多用户跑完会相约某一时间继续开赛。
省体悦动馆位于山东省体育中心，全民运动氛围浓厚，又加之其在商场开设，流量大，用户可以说是比较优质的。王志军在对商场用户进行充分调研后发现悦动馆的用户群体整体年龄更年轻，所以悦动馆在设计上也更智能和炫酷。场馆提供了多种场景和跑步模式，结合动感音乐和3D成像技术，让用户在健身场馆内就可以享受到身临其境的户外跑步时光，提高了跑步的炫酷感和娱乐性。
The Provincial Happiness Hall is located at the Sandong Sports Centre, where the general sports atmosphere is strong, combined with its opening at the mall, which is high-flowing, and which users can say is of good quality. After a thorough study of shop users, Wang Zhijun finds that the user group of the Happiness Pavilion is younger as a whole, so it is also smarter and more glamorous in design.
在生态馆互联网的基础上，悦动馆还接入了物联网，所有场馆内的健身设施都被联入，用户只需要刷一下运动手环，所有数据就可以串联。可以说，新乐活的用户是最早品尝到互联网与健身行业科技发展相结合的丰硕果实的。
正是因为王志军创新的理念以及短短两年时间发展的显著成果，济南市体育局在对新乐活进行了多番考查后将其列为“济南市体育产业引导资金重点扶持项目”，并荣登济南市体育局官网的名企博览。 在跨界合作方面，2017年，新乐活健身与摩拜单车完美相遇，摩拜单车之所以在众多的健身会所中选择新乐活，正是因为二者相同的发展理念，以及新乐活在品牌升级和产品升级方面所做的努力。 In the area of cross-border cooperation, in 2017, New Leather Gymnasium and Mobby had perfect encounters with Mobby's bicycles, which had chosen new jobs in a large number of gymnasiums precisely because of the same development philosophy and the efforts of New Leather to upgrade brands and products. 在今天这个时代，太多的生活方式不是已经被颠覆，就是正在被颠覆。跟不上时代是这个时代最致命的挑战，互联网等新科技像一条巨大的鲶鱼，所涉之处，或静水流深，或暗流汹涌，企业在变与不变的历史洪流中，需要创新，需要灵活，需要智慧与定力。而这些，恰恰都是王志军所不欠缺的，新乐活健身在他的带领下必定会与众不同、领先行业、超越期待！ In today's era, too many ways of life have been subverted or are being subverted. It is the most deadly challenge of the time that new technologies like the Internet, like a giant catfish, are involved in something, or have a deep or dark current, and businesses need innovation, flexibility, and wisdom and determination in a changing and changing history flood. 企业简介 Business Profile 新乐活健身是中国首个提出建造“互联网+”智慧运动健身场馆的连锁俱乐部。新乐活健身以“乐活”理念做为品牌核心文化价值，突出绿色、健康、可持续的经营理念，无论是从硬件设施的配置、装修风格的定义，还是场馆信息化管理、智能科技的融入，都无不凸显健康、环保、时尚、天然、绿色的乐活主题，旨在引导人们通过科学化、专业化、智能化的全新运动方式来追求身心平衡、绿色健康的高品质生活。新乐活健身以“全系列进口世界顶级健身器械”、“全天候新风净化除霾系统”、“全智能化运动训练体系”为品牌战略定位，以领先的管理体系、成熟的理念、超强的实力和完善的服务倾力打造了全新概念的连锁健身中心。
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