健身房產業商業模式：台灣與馬來西亞多個案分析

Abstract

隨著COVID-19疫情後，全球健康意識的提升，健身房產業在各國迅速發展起來。然而，不同國家的文化與市場環境對健身房產業經營產生顯著影響。本次研究聚焦於台灣與馬來西亞兩國，探討私人健身房在不同背景下商業模式的發展差異。透過質性研究與深度訪談的方式，本次研究訪談兩國多位私人型健身房業主，並運用商業模式九宮格進行分析比較。本次研究發現，台灣因經濟條件較佳且健身風氣盛行，消費者偏好設備齊全的連鎖健身房，並重視品牌與服務品質；而馬來西亞則受限於價格敏感性與宗教文化影響，私人健身房與無綁約制度較為普遍，私教課程成為主要收入來源。此外，馬來西亞的健身房多著重於差異化服務以吸引多元族群的到來。此研究補足過去文獻對跨國比較的不足，並指出文化與市場條件對健身房商業模式選擇的關鍵影響，對未來業者與學術研究皆具參考價值。In the post-COVID-19 era, rising global health awareness has accelerated the development of the fitness industry across various countries. However, cultural and market environments in different nations significantly influence the operation and business strategies of fitness enterprises. This study focuses on Taiwan and Malaysia, aiming to explore the differences in business model development for private fitness centers under distinct national contexts. Employing a qualitative research approach, in-depth interviews were conducted with multiple private gym owners in both countries. The collected data were analyzed and compared using the Business Model Canvas framework. The findings indicate that in Taiwan, due to stronger economic conditions and a more prevalent fitness culture, consumers tend to prefer well-equipped chain gyms and place high emphasis on brand reputation and service quality. In contrast, the Malaysian market is shaped by price sensitivity and religious-cultural influences, leading to the prevalence of non-contract gyms and the centrality of personal training services as a primary source of revenue. Moreover, fitness centers in Malaysia often emphasize differentiated services to attract a more diverse clientele. This study contributes to the existing literature by addressing the gap in cross-national comparative research and highlights the critical role of cultural and market factors in shaping business model choices within the fitness industry.The findings offer practical and theoretical implications for future business development and academic inquiry.