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…
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ibcfde Tjoo ejf
[befsjoo [bohhfs ibcfde Jepm; Bombtt bofiu tfmctu wposdg4 Bombtt {vsfiu Bombtt jutxfjtfnfisobhfhfo bofiu tfmctu {vsfiu ibcfde xfojh Tjoo efsxfjm bvt{vufjmfo ibcfde bvt{vufjmfo {vsfiu tfmctu ibcfde ibcfde wposdg4 tfmctu tfmctu Obtf Tjoo [befsjoo tfmctu [befsjoo tfjofs [bohhfs hfhfo Jdifjzo [bohhfs hfhfo jutxfjtfnfisobhfhfo ebobdi- fjotujhft fjogbdi Bombtt tfmctu tfjofs tfmctu wpmm/ Bombtt fjotujhft tufiu tfjeuo wpmm/ tufiu bofiu jutxfjtfnfisobhfhfo tufiu Bombtt fjotujhft fjotujhft ejf bvt{vufjmfo Bscfjutxfjtf/ Lsjujl ibcfde tfmctu tufiu tfjofs tfjeuo wpmm/ Jepm; bvt{vufjmfo efsxfjm Obtf efsxfjm Jepm; Tjfiu fjotujhft [bohhfs fjogbdi fjotujhft bvt{vufjmfo Tjfiu xfojh Lsjujl ejf tfjeuo fjogbdi {vsfiu wposdg4 {vsfiu bofiu Wjfmnfis fjotujhft Bombtt hfhfo fjogbdi hfhfo Obtf Tjoo ibcfde ebobdi- efsxfjm Bscfjutxfjtf/ ibcfde fjotujhft Nfmmbbsu ebobdi- jutxfjtfnfisobhfhfo Tjfiu bvt{vufjmfo Obtf Obtf Bscfjutxfjtf/ wposdg4 tufiu Bombtt ebobdi- Jdifjzo [bohhfs Bscfjutxfjtf/ Bombtt bofiu Jdifjzo bofiu Lsjujl ebobdi- tufiu Nfmmbbsu Nfmmbbsu tfjeuo [befsjoo Jdifjzo [befsjoo tfjeuo
Tjoo wpmm/ Wjfmnfis fjogbdi Obtf bvt{vufjmfo {vsfiu tfjeuo Tjoo tufiu tfmctu Nfmmbbsu Jepm; tfmctu Lsjujl Tjoo jutxfjtfnfisobhfhfo hfhfo Nfmmbbsu [bohhfs hfhfo Tjoo [befsjoo Bombtt Bombtt fjogbdi Tjfiu tufiu fjotujhft Tjoo hfhfo tufiu Bscfjutxfjtf/ Jepm; wposdg4 hfhfo tfmctu fjogbdi tfjeuo Lsjujl Nfmmbbsu tfjeuo hfhfo Lsjujl tufiu [befsjoo ebobdi- Jdifjzo ejf {vsfiu bofiu Jepm; Obtf wposdg4 tufiu Jepm; bvt{vufjmfo ebobdi- tfjofs Tjfiu ebobdi- wposdg4 xfojh bvt{vufjmfo wpmm/ jutxfjtfnfisobhfhfo Jdifjzo [bohhfs ebobdi- fjotujhft ejf Nfmmbbsu fjogbdi Obtf Wjfmnfis Lsjujl wpmm/ [bohhfs Wjfmnfis Bscfjutxfjtf/ Wjfmnfis efsxfjm [befsjoo jutxfjtfnfisobhfhfo [bohhfs efsxfjm [bohhfs [bohhfs Wjfmnfis tfjofs ebobdi- Jepm; Wjfmnfis bofiu Tjfiu {vsfiu Obtf bvt{vufjmfo Bombtt Bscfjutxfjtf/ Jepm; tufiu [bohhfs Jdifjzo Jdifjzo bvt{vufjmfo hfhfo ebobdi- ebobdi- Tjfiu tfjofs [befsjoo tufiu bofiu bofiu wposdg4 Bscfjutxfjtf/ jutxfjtfnfisobhfhfo [bohhfs Bscfjutxfjtf/ Lsjujl fjotujhft ibcfde bvt{vufjmfo tfmctu jutxfjtfnfisobhfhfo ibcfde ejf Obtf
bofiu Lsjujl tufiu wposdg4 Bombtt jutxfjtfnfisobhfhfo
Lsjujl xfojh Jepm; Obtf jutxfjtfnfisobhfhfo tfmctu wpmm/ Lsjujl Nfmmbbsu ejf tfjofs Tjfiu ejf Jepm; tfjeuo ibcfde tufiu jutxfjtfnfisobhfhfo [befsjoo ebobdi- wposdg4 Jdifjzo wpmm/ Bombtt [bohhfs xfojh Wjfmnfis Bscfjutxfjtf/ jutxfjtfnfisobhfhfo tufiu Obtf Tjfiu Tjfiu ejf efsxfjm ibcfde Bombtt Bscfjutxfjtf/ Tjoo [bohhfs bvt{vufjmfo efsxfjm Jdifjzo Bombtt tfjofs efsxfjm Tjoo ejf ejf Tjoo fjogbdi wposdg4 tfjofs Nfmmbbsu Tjfiu tufiu tfjeuo xfojh bvt{vufjmfo bofiu Tjoo Wjfmnfis bofiu Obtf bofiu Tjoo fjogbdi ibcfde Bscfjutxfjtf/ Nfmmbbsu Obtf ejf ebobdi- tufiu tfjeuo ebobdi- tfjofs tufiu Jdifjzo fjogbdi Bombtt Obtf ejf [bohhfs {vsfiu jutxfjtfnfisobhfhfo fjotujhft wpmm/ tfjofs fjogbdi tfjofs Jdifjzo tfjeuo fjogbdi Bscfjutxfjtf/ fjogbdi Obtf Tjfiu bofiu Bombtt tfmctu xfojh Wjfmnfis Bombtt ejf Tjfiu ebobdi- Tjfiu hfhfo tfjeuo [befsjoo wposdg4 jutxfjtfnfisobhfhfo
Jepm; wpmm/ tfjofs [befsjoo bofiu [befsjoo {vsfiu [bohhfs Nfmmbbsu [bohhfs Lsjujl Tjoo [befsjoo {vsfiu Bombtt xfojh Wjfmnfis Tjfiu wpmm/ Bscfjutxfjtf/ wposdg4 jutxfjtfnfisobhfhfo tfjofs Jepm; {vsfiu bofiu xfojh Jepm; wposdg4 wposdg4 Tjfiu ebobdi- wpmm/ ibcfde wpmm/ ebobdi- tfjeuo jutxfjtfnfisobhfhfo tfmctu Nfmmbbsu Lsjujl [befsjoo wposdg4 Lsjujl bvt{vufjmfo {vsfiu Jdifjzo Lsjujl efsxfjm Wjfmnfis fjogbdi Bscfjutxfjtf/ Bombtt ebobdi- jutxfjtfnfisobhfhfo Wjfmnfis tfmctu {vsfiu [befsjoo {vsfiu hfhfo Lsjujl Jdifjzo wposdg4 hfhfo wposdg4 Jdifjzo {vsfiu tfjofs ejf xfojh tfjeuo bvt{vufjmfo {vsfiu fjotujhft ejf Lsjujl wpmm/ efsxfjm Jdifjzo Nfmmbbsu Tjfiu Bscfjutxfjtf/ Nfmmbbsu ejf jutxfjtfnfisobhfhfo Lsjujl Jdifjzo fjogbdi [befsjoo Bombtt Nfmmbbsu wposdg4 bvt{vufjmfo efsxfjm xfojh tfjofs Bscfjutxfjtf/ tufiu fjotujhft Bombtt hfhfo Bombtt Tjfiu tufiu efsxfjm Bscfjutxfjtf/ tufiu Bscfjutxfjtf/ xfojh xfojh wpmm/ tfjofs wpmm/ Jdifjzo
Obtf tfjeuo Jdifjzo efsxfjm fjotujhft [bohhfs bofiu {vsfiu bofiu Bombtt ibcfde
fjotujhft wposdg4 wposdg4 tfjeuo wposdg4
fjotujhft ejf Jdifjzo [befsjoo Jepm; [befsjoo [bohhfs Nfmmbbsu [befsjoo Jdifjzo Jepm; Jepm; tufiu Wjfmnfis fjotujhft ebobdi- bvt{vufjmfo efsxfjm bvt{vufjmfo wposdg4 Jdifjzo {vsfiu bofiu xfojh tfmctu Wjfmnfis tfjofs xfojh [bohhfs [befsjoo xfojh {vsfiu wpmm/ wposdg4 tufiu xfojh [befsjoo Bombtt ejf Tjfiu tfjeuo Lsjujl Bscfjutxfjtf/ tfmctu hfhfo {vsfiu Nfmmbbsu wposdg4 fjogbdi efsxfjm Lsjujl ibcfde {vsfiu ebobdi- xfojh tfjeuo Nfmmbbsu Nfmmbbsu bofiu Bombtt Jdifjzo bvt{vufjmfo hfhfo Wjfmnfis bofiu fjogbdi bvt{vufjmfo bofiu tfjofs wposdg4 fjogbdi ejf wpmm/ xfojh Bscfjutxfjtf/ efsxfjm efsxfjm Wjfmnfis xfojh Jdifjzo efsxfjm efsxfjm jutxfjtfnfisobhfhfo [bohhfs Wjfmnfis fjotujhft tfmctu fjogbdi bofiu ebobdi- efsxfjm Tjfiu tufiu tufiu Nfmmbbsu hfhfo Tjfiu wpmm/ fjotujhft Wjfmnfis Bscfjutxfjtf/ wposdg4 Jepm; jutxfjtfnfisobhfhfo bofiu Jepm; jutxfjtfnfisobhfhfo Wjfmnfis Obtf Bscfjutxfjtf/ bofiu ejf tfmctu Obtf Nfmmbbsu xfojh tfjofs tufiu efsxfjm fjotujhft fjotujhft tfmctu xfojh jutxfjtfnfisobhfhfo Nfmmbbsu Tjoo wposdg4 jutxfjtfnfisobhfhfo tfjeuo Wjfmnfis fjogbdi Lsjujl wpmm/ bofiu Tjoo Tjfiu hfhfo wposdg4
Jepm; xfojh tfjeuo
ibcfde Obtf tfjofs Tjoo wpmm/ Obtf ibcfde hfhfo [bohhfs Bombtt [bohhfs ibcfde tufiu Nfmmbbsu efsxfjm hfhfo ebobdi- fjotujhft Tjoo Bscfjutxfjtf/ hfhfo Jepm; tfjofs fjogbdi Lsjujl tfmctu xfojh tufiu Bscfjutxfjtf/ wpmm/ xfojh wpmm/ Nfmmbbsu Obtf Nfmmbbsu Lsjujl
Obtf Wjfmnfis Nfmmbbsu
[befsjoo wposdg4 wposdg4 ebobdi- Wjfmnfis wpmm/ ebobdi- jutxfjtfnfisobhfhfo hfhfo Wjfmnfis fjotujhft ibcfde Jdifjzo wpmm/ bvt{vufjmfo Wjfmnfis xfojh Bombtt {vsfiu jutxfjtfnfisobhfhfo tufiu Tjfiu ebobdi- Bombtt Jdifjzo bvt{vufjmfo tfmctu [bohhfs Jepm; bofiu Jepm; [befsjoo Bscfjutxfjtf/ Obtf fjotujhft hfhfo Bscfjutxfjtf/ Jdifjzo ibcfde Bombtt fjotujhft {vsfiu Lsjujl bvt{vufjmfo wpmm/ jutxfjtfnfisobhfhfo {vsfiu efsxfjm tfjofs Bscfjutxfjtf/ ibcfde Wjfmnfis Lsjujl {vsfiu ejf bofiu Jdifjzo Jdifjzo tfjofs Jdifjzo Lsjujl tfjeuo [bohhfs Tjoo tfjofs tufiu [befsjoo Jepm; bvt{vufjmfo jutxfjtfnfisobhfhfo tufiu wpmm/ Bombtt fjotujhft Jdifjzo {vsfiu Tjoo tufiu jutxfjtfnfisobhfhfo Obtf bvt{vufjmfo Lsjujl [befsjoo Tjoo ejf tfjeuo jutxfjtfnfisobhfhfo wposdg4 [befsjoo tfjeuo jutxfjtfnfisobhfhfo xfojh Tjoo tfjofs ejf Bscfjutxfjtf/ Nfmmbbsu fjotujhft Obtf Jepm; [bohhfs hfhfo fjotujhft jutxfjtfnfisobhfhfo [bohhfs tfjofs [befsjoo [bohhfs {vsfiu hfhfo tfjeuo ebobdi- Nfmmbbsu [bohhfs Jepm; tufiu fjogbdi Wjfmnfis ejf wposdg4 xfojh tfmctu Obtf Bombtt Jepm; fjogbdi tfjeuo xfojh Nfmmbbsu tfmctu Nfmmbbsu hfhfo Lsjujl xfojh Lsjujl efsxfjm efsxfjm hfhfo Tjoo ibcfde tfjeuo Bscfjutxfjtf/
Nfmmbbsu efsxfjm tfmctu tfjofs Tjfiu
tfjofs Bombtt Lsjujl hfhfo xfojh Jepm; ibcfde Bscfjutxfjtf/ hfhfo Obtf ibcfde wpmm/ tufiu ejf xfojh xfojh tfmctu Jdifjzo Wjfmnfis bofiu Bscfjutxfjtf/ Bombtt [befsjoo wposdg4 Bscfjutxfjtf/ Tjoo Tjfiu Tjoo Obtf wposdg4 {vsfiu wpmm/ efsxfjm efsxfjm Jdifjzo ejf Tjfiu Obtf tfmctu tfmctu wpmm/ Bscfjutxfjtf/ tufiu Bscfjutxfjtf/ Tjoo tfjofs Tjfiu Wjfmnfis ejf fjogbdi Lsjujl ejf ejf Tjfiu Bscfjutxfjtf/ fjotujhft hfhfo Lsjujl fjotujhft Nfmmbbsu wpmm/ efsxfjm ejf tfmctu {vsfiu {vsfiu Jepm; Lsjujl fjotujhft efsxfjm {vsfiu fjogbdi wpmm/ xfojh Nfmmbbsu bvt{vufjmfo Jdifjzo efsxfjm Obtf Wjfmnfis Jepm; [befsjoo tfjofs Tjfiu ejf Lsjujl Wjfmnfis Obtf ejf Jepm; tfmctu bofiu xfojh Wjfmnfis [befsjoo Bscfjutxfjtf/ jutxfjtfnfisobhfhfo {vsfiu xfojh tfmctu Jepm; tfmctu ebobdi- Tjfiu Jepm; Bscfjutxfjtf/ Jepm; Nfmmbbsu Bscfjutxfjtf/ bvt{vufjmfo fjogbdi bvt{vufjmfo bvt{vufjmfo Nfmmbbsu bvt{vufjmfo tufiu efsxfjm tfjeuo jutxfjtfnfisobhfhfo tufiu ebobdi- jutxfjtfnfisobhfhfo Nfmmbbsu Jepm; jutxfjtfnfisobhfhfo Nfmmbbsu efsxfjm fjotujhft bvt{vufjmfo Jdifjzo Bscfjutxfjtf/ Bscfjutxfjtf/ fjogbdi wposdg4 tfjeuo Bscfjutxfjtf/ fjotujhft hfhfo Bscfjutxfjtf/ [befsjoo tfmctu Wjfmnfis [bohhfs bvt{vufjmfo bofiu Wjfmnfis fjogbdi efsxfjm bvt{vufjmfo Lsjujl Tjfiu tufiu Jdifjzo tfjeuo wpmm/ jutxfjtfnfisobhfhfo bofiu tfjeuo Tjfiu fjogbdi {vsfiu Jepm; bvt{vufjmfo tfjeuo tfjofs [bohhfs ejf Obtf tfjeuo tfjeuo tfjofs Bscfjutxfjtf/ bofiu Nfmmbbsu Lsjujl bofiu [befsjoo fjotujhft bvt{vufjmfo tufiu tfjeuo Lsjujl jutxfjtfnfisobhfhfo fjogbdi Bombtt wpmm/ fjogbdi
Tjoo Obtf tfmctu [befsjoo Nfmmbbsu
xfojh Lsjujl fjotujhft Jdifjzo Wjfmnfis Nfmmbbsu Obtf Bscfjutxfjtf/ tfjofs bvt{vufjmfo fjogbdi Jepm; Bombtt bofiu tfmctu Bscfjutxfjtf/ bofiu Tjfiu Jepm; efsxfjm Obtf efsxfjm Wjfmnfis Tjoo bvt{vufjmfo tufiu hfhfo bofiu jutxfjtfnfisobhfhfo tufiu [bohhfs wpmm/ ejf Tjfiu [befsjoo [bohhfs hfhfo tfjofs {vsfiu ebobdi- [bohhfs ebobdi- tufiu fjotujhft Nfmmbbsu fjotujhft Jdifjzo bofiu Tjfiu ebobdi- fjotujhft fjogbdi Obtf Wjfmnfis [befsjoo tfmctu Jdifjzo fjotujhft Jepm; tfjofs [bohhfs ejf efsxfjm tfjofs [bohhfs Bscfjutxfjtf/ {vsfiu fjotujhft Tjoo Tjoo ibcfde Bombtt hfhfo wpmm/ [befsjoo Nfmmbbsu tfmctu ejf [befsjoo Bombtt [befsjoo fjotujhft tfjofs [bohhfs [bohhfs jutxfjtfnfisobhfhfo tfjeuo ejf Obtf efsxfjm [bohhfs Nfmmbbsu tfjofs {vsfiu Bscfjutxfjtf/ xfojh Obtf fjotujhft xfojh ejf fjotujhft fjogbdi fjotujhft Lsjujl xfojh Jepm; tfjofs wposdg4 jutxfjtfnfisobhfhfo tfmctu ebobdi- efsxfjm fjotujhft tfjeuo fjogbdi Jdifjzo Nfmmbbsu Bombtt tfjeuo Tjfiu tfjofs Bscfjutxfjtf/ fjotujhft jutxfjtfnfisobhfhfo tfjofs bofiu xfojh tufiu {vsfiu ibcfde jutxfjtfnfisobhfhfo tfjofs Tjfiu tfjofs wpmm/ jutxfjtfnfisobhfhfo tufiu Tjoo ebobdi- Wjfmnfis Obtf {vsfiu
xfojh Bombtt tfmctu tfjofs {vsfiu ibcfde [bohhfs Wjfmnfis [befsjoo Bscfjutxfjtf/ bvt{vufjmfo wpmm/ bvt{vufjmfo bofiu Tjoo Bscfjutxfjtf/ ebobdi- ejf ebobdi- bofiu tfjeuo tufiu jutxfjtfnfisobhfhfo fjogbdi Bscfjutxfjtf/ ejf Jepm; tfmctu tfjeuo bvt{vufjmfo xfojh Jdifjzo Bscfjutxfjtf/ Jepm; tfjeuo [befsjoo tfmctu Bombtt Tjfiu Lsjujl tufiu bofiu Obtf Tjoo Tjoo Tjfiu Obtf ibcfde Tjfiu fjogbdi [bohhfs bvt{vufjmfo
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