Designing a business model canvas for a gym specialized in adults over 50 in Bangkok, Thailand

Abstract

This thematic paper explores the design of a business model for an active aging gym specialized in adults over 50 in Bangkok, Thailand. As the global population ages, there is an increasing demand for fitness solutions tailored to the unique needs of mature adults. In Thailand, this demographic shift is particularly significant, with individuals aged 50 and above comprising a substantial portion of the population. However, the fitness industry in Thailand has yet to fully address the specific requirements of this group. This study aims to fill this gap by developing a comprehensive business model for a gym that caters exclusively to adults over 50. The research involves a detailed analysis of the competitive landscape, market gaps, and opportunities, as well as the specific fitness needs and preferences of the target demographic. The methodology employed includes a quantitative survey distributed to a sample of 102 adults aged 50 and above in Bangkok, focusing on their exercise habits, barriers to fitness, and desired features in a fitness center. The findings reveal a strong demand for personalized fitness programs, professional guidance, and a holistic approach to health and wellness. Key barriers to regular exercise include time management, lack of motivation, and the proximity of fitness centers. The study proposes a gym model that emphasizes specialization in adults over 50, premier service, and community building. The gym’s offerings include individualized and group fitness programs, comprehensive member support, and tailored dietary planning, all designed to meet the specific needs of this demographic. The proposed business model is supported by a profitability analysis, highlighting the financial viability of the venture. The study concludes with recommendations for differentiation, compliance with safety measures, and the integration of technology to enhance customer experience and ensure long-term success. This initiative has the potential to significantly improve the quality of life for older adults in Bangkok, offering them a supportive environment to maintain their health, engage with their community, and embrace active aging. Key words: Business Model, active aging, gym, specific fitness needs, personalized fitness programs, expertise Pages: 43