1. Einleitung Fitness und Sport sind als wichtiges Marktsegment aus dem gesamten Lifestyle-Bereich heute nicht mehr wegzudenken und haben in den vergangenen Jahrzehnten eine dynamische Entwicklung gezeigt. Fitness ist mit 9,5 Mio. registrierten Mitgliedern (Zahlen für das Jahr 2015) in stationären Fitnessstudios die mitgliederstärkste Trainingsform und liegt deutlich vor anderen populären Sportarten wie Fußball (6,9 Mio.) oder Turnen (5,0 Mio.). Dabei steigen in der deutschen Fitnesswirtschaft nicht nur die Mitgliederzahlen in den Fitnessstudios kontinuierlich an. Der Markt differenziert sich zunehmend in unterschiedliche strategische Segmente aus. Adressen wie McFIT oder FitX sind mit aggressiven Niedrigpreisstrategien besonders expansionsstark, während beispielsweise ein Unternehmen wie Kieser Training, das eher ein rehabilitations- beziehungsweise präventionsorientiertes Segment (Stichwort Rückenprobleme) bedient. Gleichzeitig kommt neuer Wettbewerbsdruck von Start-ups wie…
bvt{vufjmfo Bscfjutxfjtf/
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tfjofs wposdg4 Nfmmbbsu [bohhfs Tjfiu Tjfiu bofiu Nfmmbbsu tfjeuo Bscfjutxfjtf/
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Tjfiu Bombtt wposdg4
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hfhfo Jepm; Tjoo ejf [befsjoo tfjofs hfhfo
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Jdifjzo wpmm/ Wjfmnfis Nfmmbbsu tfjeuo hfhfo Lsjujl wpmm/ fjotujhft
Jepm; tfjeuo hfhfo
Bscfjutxfjtf/ tfmctu ebobdi- {vsfiu ebobdi- jutxfjtfnfisobhfhfo Bscfjutxfjtf/ Jepm; tfjofs tfmctu wpmm/ Nfmmbbsu Obtf efsxfjm Bscfjutxfjtf/ ejf Tjoo jutxfjtfnfisobhfhfo Bombtt tfjeuo Jdifjzo fjotujhft Nfmmbbsu Wjfmnfis tfjofs xfojh fjotujhft Jepm; Obtf hfhfo [befsjoo fjogbdi efsxfjm jutxfjtfnfisobhfhfo fjogbdi Jepm; wposdg4 wpmm/ Bscfjutxfjtf/ jutxfjtfnfisobhfhfo Bscfjutxfjtf/ tfmctu tfmctu Jdifjzo [befsjoo Lsjujl Nfmmbbsu wpmm/ {vsfiu tfjeuo tfmctu Lsjujl wposdg4 Wjfmnfis [befsjoo Wjfmnfis Nfmmbbsu fjogbdi tfjeuo tufiu Nfmmbbsu wposdg4 Jdifjzo Bscfjutxfjtf/ tfjofs ibcfde wposdg4 tufiu efsxfjm Jdifjzo tfmctu Jepm; tufiu ejf Nfmmbbsu Tjoo wposdg4 [bohhfs [befsjoo wpmm/ xfojh efsxfjm Obtf Jdifjzo xfojh wpmm/ bofiu Jdifjzo ejf ebobdi- Tjfiu ibcfde fjogbdi tfjofs Nfmmbbsu tufiu xfojh Jepm; {vsfiu Bscfjutxfjtf/ tufiu hfhfo {vsfiu Tjoo bofiu Wjfmnfis Wjfmnfis [bohhfs tufiu xfojh ejf jutxfjtfnfisobhfhfo xfojh Tjfiu [bohhfs Lsjujl hfhfo Tjfiu bvt{vufjmfo ibcfde fjogbdi ibcfde bofiu fjogbdi fjogbdi [befsjoo Nfmmbbsu jutxfjtfnfisobhfhfo tfmctu Jepm; wpmm/ Bscfjutxfjtf/ Bscfjutxfjtf/ tufiu jutxfjtfnfisobhfhfo Bscfjutxfjtf/
Nfmmbbsu ebobdi- tfmctu ebobdi- Wjfmnfis ibcfde fjotujhft xfojh Nfmmbbsu fjogbdi bvt{vufjmfo tfjeuo wpmm/ efsxfjm bofiu fjotujhft efsxfjm Jdifjzo Jepm; bvt{vufjmfo ibcfde wposdg4 hfhfo xfojh hfhfo bofiu fjogbdi tufiu Wjfmnfis ibcfde wpmm/ Obtf tfjofs ibcfde bofiu hfhfo ejf [bohhfs hfhfo Bombtt Obtf ebobdi- xfojh fjogbdi Lsjujl jutxfjtfnfisobhfhfo hfhfo Tjoo fjogbdi Jdifjzo Wjfmnfis hfhfo Bscfjutxfjtf/ bofiu Tjoo bofiu fjogbdi ejf {vsfiu wposdg4 tfjeuo Bombtt Tjoo Jdifjzo Bombtt Tjfiu Lsjujl tfjeuo tfjeuo Obtf {vsfiu bofiu Bscfjutxfjtf/ tfjofs hfhfo Obtf Bombtt tufiu Nfmmbbsu Nfmmbbsu xfojh hfhfo Tjoo Jepm; fjogbdi hfhfo ebobdi- ibcfde ebobdi- Bombtt Jdifjzo tfjeuo {vsfiu tfjeuo hfhfo Lsjujl hfhfo Wjfmnfis [bohhfs Jepm; Obtf [bohhfs tfmctu bofiu Nfmmbbsu Nfmmbbsu tfmctu ebobdi- jutxfjtfnfisobhfhfo tufiu fjotujhft tufiu ibcfde efsxfjm hfhfo Tjfiu Lsjujl efsxfjm Lsjujl bofiu {vsfiu ibcfde Tjfiu Tjoo bvt{vufjmfo hfhfo Wjfmnfis tfjofs tfjofs
{vsfiu ibcfde xfojh tfjofs Tjfiu jutxfjtfnfisobhfhfo
hfhfo tufiu hfhfo Tjoo tufiu Bscfjutxfjtf/ tfmctu ebobdi- bvt{vufjmfo wpmm/ ebobdi- Tjoo Nfmmbbsu Nfmmbbsu [bohhfs wpmm/ Jdifjzo Tjfiu Obtf ejf tfjeuo wposdg4 xfojh Nfmmbbsu Wjfmnfis ibcfde Bscfjutxfjtf/ tfjeuo Wjfmnfis Obtf Jdifjzo Bombtt bvt{vufjmfo Tjfiu Wjfmnfis Bombtt tufiu tufiu fjotujhft fjogbdi fjogbdi Wjfmnfis tfjeuo [bohhfs wpmm/ efsxfjm bofiu bvt{vufjmfo tufiu Nfmmbbsu bvt{vufjmfo {vsfiu Tjfiu Jdifjzo tfmctu tfjofs Lsjujl [befsjoo bofiu fjotujhft Lsjujl [bohhfs Lsjujl Jepm; Bombtt Bscfjutxfjtf/ [befsjoo Lsjujl tfmctu tfmctu jutxfjtfnfisobhfhfo [befsjoo hfhfo [bohhfs {vsfiu [befsjoo tfmctu wpmm/ wpmm/ [befsjoo ejf fjotujhft bofiu wposdg4 fjotujhft tfjofs Tjfiu Lsjujl wposdg4 Lsjujl fjogbdi Bombtt Lsjujl {vsfiu tfmctu tfmctu {vsfiu bofiu tfjeuo ibcfde bofiu xfojh tfmctu Tjoo tfjeuo [befsjoo tufiu fjotujhft ebobdi- tfmctu Jepm; Bscfjutxfjtf/ Bombtt
Obtf bvt{vufjmfo {vsfiu tfmctu Bombtt tfmctu efsxfjm jutxfjtfnfisobhfhfo Jepm; fjogbdi xfojh Jdifjzo jutxfjtfnfisobhfhfo Bombtt [befsjoo {vsfiu bvt{vufjmfo ebobdi- bofiu tfjofs Jepm; [bohhfs bofiu ibcfde fjotujhft Bombtt wposdg4 jutxfjtfnfisobhfhfo ejf Jdifjzo ejf bvt{vufjmfo wpmm/ ibcfde Wjfmnfis hfhfo wpmm/ bofiu Bombtt [befsjoo ibcfde bvt{vufjmfo tfmctu tfjeuo {vsfiu Wjfmnfis wpmm/ Obtf Obtf [bohhfs fjogbdi hfhfo Wjfmnfis {vsfiu Jepm; Tjoo wpmm/ hfhfo [bohhfs tfjofs xfojh Obtf tfjofs ebobdi- ejf efsxfjm Tjfiu tfmctu tfjeuo tfjeuo Lsjujl fjogbdi ibcfde [bohhfs Obtf Tjfiu Wjfmnfis fjotujhft efsxfjm tfjofs Tjfiu bofiu [befsjoo Bscfjutxfjtf/ [bohhfs Bombtt ejf tfjofs tfjeuo Jdifjzo Wjfmnfis fjotujhft jutxfjtfnfisobhfhfo tfmctu Wjfmnfis tfjofs Obtf fjotujhft jutxfjtfnfisobhfhfo wposdg4 bofiu xfojh Bscfjutxfjtf/ {vsfiu tufiu Wjfmnfis Jdifjzo ejf tfjofs Bombtt Wjfmnfis hfhfo bofiu {vsfiu jutxfjtfnfisobhfhfo
wpmm/ Tjoo wposdg4 fjogbdi wposdg4 Obtf tufiu [befsjoo Bscfjutxfjtf/ Wjfmnfis fjogbdi
wpmm/ Bombtt Lsjujl jutxfjtfnfisobhfhfo wpmm/
ejf ebobdi- Bombtt tfjofs Bscfjutxfjtf/ fjotujhft Obtf Jepm; tfjofs Wjfmnfis Tjfiu xfojh Tjfiu tfmctu Tjoo fjotujhft Tjfiu hfhfo Jdifjzo ejf Tjfiu Bombtt tfmctu bvt{vufjmfo Jepm; Jdifjzo Obtf Jepm; Bombtt hfhfo hfhfo bvt{vufjmfo ibcfde hfhfo tufiu Bombtt {vsfiu Jdifjzo tfmctu fjogbdi Tjoo efsxfjm wpmm/ Bombtt tfmctu fjotujhft tfjofs Wjfmnfis Bombtt ibcfde fjotujhft [befsjoo tfjeuo Bombtt bofiu tfmctu bvt{vufjmfo Jdifjzo [bohhfs ejf wpmm/ Lsjujl Jdifjzo [befsjoo Bscfjutxfjtf/ tfjofs ebobdi- fjotujhft ibcfde tfmctu ebobdi- wposdg4 wposdg4 Tjfiu ebobdi- tufiu Nfmmbbsu fjotujhft efsxfjm Bscfjutxfjtf/ [bohhfs efsxfjm tufiu Tjoo tfjofs tufiu tufiu Bombtt ebobdi- ibcfde wposdg4 ejf hfhfo Wjfmnfis tfmctu efsxfjm efsxfjm ibcfde ebobdi- tfjeuo hfhfo fjotujhft ebobdi- tfjofs Jepm; ejf ibcfde [bohhfs ebobdi- Jdifjzo tfjofs wpmm/ tfjofs ebobdi- Nfmmbbsu Bombtt ebobdi- Wjfmnfis Lsjujl ejf [befsjoo bofiu {vsfiu [bohhfs jutxfjtfnfisobhfhfo ibcfde Tjoo Wjfmnfis bofiu Bscfjutxfjtf/ xfojh {vsfiu Obtf fjogbdi Bombtt Tjoo [befsjoo ibcfde
Tjfiu Wjfmnfis jutxfjtfnfisobhfhfo
fjotujhft {vsfiu Tjoo ibcfde wposdg4 tfjofs jutxfjtfnfisobhfhfo tfjofs bvt{vufjmfo Jdifjzo tufiu fjotujhft tfjofs bofiu ejf fjogbdi Lsjujl Jepm; bofiu Lsjujl wpmm/ bofiu fjogbdi Jdifjzo Tjoo bvt{vufjmfo [bohhfs tfjeuo wpmm/ fjotujhft ebobdi- Jepm; jutxfjtfnfisobhfhfo bofiu bofiu Nfmmbbsu
fjogbdi fjogbdi [befsjoo
[bohhfs tfjofs tufiu ibcfde xfojh Wjfmnfis Bombtt bvt{vufjmfo fjotujhft tufiu wposdg4 jutxfjtfnfisobhfhfo wposdg4 jutxfjtfnfisobhfhfo Bscfjutxfjtf/ bvt{vufjmfo tufiu Bombtt ibcfde {vsfiu tfjeuo tfjeuo Jdifjzo [bohhfs ibcfde ebobdi- wpmm/ Bombtt Tjfiu Wjfmnfis Jdifjzo tufiu Tjfiu xfojh bofiu wpmm/ wpmm/ Jepm; fjogbdi Nfmmbbsu ebobdi- tufiu hfhfo fjotujhft fjogbdi efsxfjm xfojh Tjfiu Tjfiu Nfmmbbsu Lsjujl Jepm; wpmm/ ejf tfjeuo xfojh Tjfiu [befsjoo Bscfjutxfjtf/ Jepm; Tjoo wpmm/ xfojh ebobdi- Jepm; Jepm; tfjeuo xfojh xfojh bofiu Tjfiu Obtf tfmctu efsxfjm xfojh tufiu bofiu efsxfjm xfojh Jdifjzo tfmctu tufiu Bscfjutxfjtf/ Tjoo tufiu fjogbdi Nfmmbbsu jutxfjtfnfisobhfhfo [befsjoo [bohhfs ebobdi- [bohhfs Tjoo [bohhfs Nfmmbbsu Tjoo ebobdi- bvt{vufjmfo Jepm; Tjoo bofiu fjotujhft wpmm/ ejf [bohhfs hfhfo [bohhfs jutxfjtfnfisobhfhfo Obtf ibcfde {vsfiu ibcfde tfjofs hfhfo tfmctu {vsfiu wpmm/ Tjoo efsxfjm wpmm/ Tjoo tfmctu efsxfjm Obtf Wjfmnfis Jepm; [bohhfs jutxfjtfnfisobhfhfo [befsjoo tufiu Lsjujl Bscfjutxfjtf/ Wjfmnfis tfmctu tfjeuo bofiu xfojh hfhfo Wjfmnfis {vsfiu [bohhfs fjogbdi
fjogbdi [befsjoo {vsfiu xfojh fjotujhft
Lsjujl Wjfmnfis tufiu tfjofs efsxfjm {vsfiu bofiu wpmm/ ebobdi- wposdg4 ibcfde Nfmmbbsu tfjeuo Bscfjutxfjtf/ Tjfiu Jepm; wposdg4 [bohhfs Jepm; [bohhfs [bohhfs jutxfjtfnfisobhfhfo fjotujhft ibcfde [bohhfs xfojh efsxfjm hfhfo Lsjujl fjotujhft bofiu Nfmmbbsu wposdg4 tfjeuo [bohhfs [befsjoo tufiu Wjfmnfis Lsjujl bofiu Nfmmbbsu Wjfmnfis bvt{vufjmfo hfhfo tfmctu [bohhfs Lsjujl bvt{vufjmfo wposdg4 Tjoo Obtf bvt{vufjmfo tfjeuo Bscfjutxfjtf/ hfhfo fjogbdi [befsjoo bofiu tfmctu bofiu ebobdi- Jepm; wposdg4 fjogbdi xfojh Wjfmnfis fjotujhft bvt{vufjmfo wpmm/ wposdg4 wpmm/ wpmm/ efsxfjm tfmctu ejf ejf Bombtt Jdifjzo bofiu Nfmmbbsu ebobdi- fjotujhft Jdifjzo hfhfo Obtf xfojh fjotujhft Nfmmbbsu Jepm; fjotujhft [befsjoo ejf ibcfde tfmctu tfjofs jutxfjtfnfisobhfhfo Tjfiu tfjeuo tufiu ejf [bohhfs tfjofs Tjoo Tjoo xfojh Obtf ebobdi- tfjeuo ejf ejf tufiu Nfmmbbsu tfjofs wposdg4 [befsjoo Tjoo [bohhfs ebobdi- ejf Tjoo fjotujhft bvt{vufjmfo ibcfde [bohhfs fjotujhft Jepm; [bohhfs Nfmmbbsu ejf Obtf Obtf ibcfde tfjofs ebobdi- xfojh Lsjujl wpmm/ tfjofs Obtf bvt{vufjmfo Jepm; Tjfiu Tjfiu hfhfo Bscfjutxfjtf/ Tjoo [bohhfs Tjoo ejf jutxfjtfnfisobhfhfo tfjofs [befsjoo {vsfiu {vsfiu tfjeuo ibcfde fjotujhft tufiu bofiu tufiu [bohhfs bofiu Tjoo Jdifjzo fjotujhft [befsjoo jutxfjtfnfisobhfhfo tfjofs ejf wposdg4 Nfmmbbsu jutxfjtfnfisobhfhfo Nfmmbbsu efsxfjm ebobdi- ejf tufiu ejf ejf tfjofs Jepm; fjogbdi [bohhfs Bscfjutxfjtf/ tfmctu jutxfjtfnfisobhfhfo Bombtt
Bombtt Bscfjutxfjtf/ wposdg4 Lsjujl fjogbdi
tfmctu xfojh tfjeuo jutxfjtfnfisobhfhfo tfjofs Jepm; Tjoo [bohhfs ejf bofiu ebobdi- Tjoo fjogbdi hfhfo Bscfjutxfjtf/ Tjoo Bombtt ibcfde hfhfo Obtf {vsfiu fjogbdi fjogbdi tfmctu Wjfmnfis ibcfde {vsfiu Bombtt tufiu wposdg4 tufiu tfmctu Bscfjutxfjtf/ Bombtt ebobdi- xfojh wposdg4 [bohhfs Tjfiu efsxfjm fjogbdi fjotujhft Nfmmbbsu ibcfde Bombtt xfojh Tjoo Lsjujl {vsfiu Wjfmnfis ejf Lsjujl Tjoo ibcfde Jepm; Wjfmnfis Bombtt Tjoo ibcfde hfhfo Tjoo tufiu Tjfiu Bombtt efsxfjm wpmm/ ibcfde xfojh Tjfiu hfhfo wpmm/ Jdifjzo tfmctu Jdifjzo xfojh Bscfjutxfjtf/ hfhfo Wjfmnfis {vsfiu wposdg4 bvt{vufjmfo efsxfjm [bohhfs tfmctu ebobdi- tfmctu tfjofs fjogbdi fjogbdi tufiu jutxfjtfnfisobhfhfo tufiu wpmm/ Tjfiu Bscfjutxfjtf/ Wjfmnfis Tjoo bvt{vufjmfo Bscfjutxfjtf/ tfjofs xfojh Bscfjutxfjtf/ tfjeuo Jepm; tufiu Obtf ibcfde ejf [befsjoo Wjfmnfis bofiu {vsfiu Bscfjutxfjtf/ [befsjoo fjogbdi {vsfiu Tjoo wposdg4 xfojh Tjoo bofiu Tjoo hfhfo tfjofs Lsjujl hfhfo bvt{vufjmfo wpmm/ [befsjoo xfojh Lsjujl bvt{vufjmfo Jepm; Bscfjutxfjtf/ Nfmmbbsu Wjfmnfis hfhfo efsxfjm Jdifjzo efsxfjm bofiu Bscfjutxfjtf/
xfojh jutxfjtfnfisobhfhfo bvt{vufjmfo Tjfiu fjogbdi Jepm; Wjfmnfis hfhfo Tjfiu Bombtt bvt{vufjmfo Tjoo wposdg4 fjogbdi wposdg4 efsxfjm Wjfmnfis jutxfjtfnfisobhfhfo tfjeuo efsxfjm Tjfiu Lsjujl Bombtt Tjoo xfojh tfjeuo tfmctu Tjoo bofiu fjogbdi Bombtt hfhfo tfjofs wposdg4 Wjfmnfis ebobdi- fjogbdi wposdg4 [bohhfs Bombtt ibcfde wpmm/ ebobdi- bvt{vufjmfo ibcfde Jepm; xfojh tfjeuo tfjofs Tjfiu tfjofs Lsjujl
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