A299: Research on the Gym Business Model Under the Combination of Fitness and Health Management Under the Service-Dominant Logic

With the upgrading of healthy consumption and the deepening of national fitness awareness, the business model of traditional gyms with facility leasing as the core is difficult to meet the diversified health needs of users. Purpose: Based on the theory of Service-Dominant Logic, this study focuses on the deep integration of fitness and health management services and explores the innovation path of the gym business model. By deconstructing the core concepts of "value co-creation", "operational resource integration", and "service ecosystem" in the service-oriented logic, combined with the specialization, personalization, and sustainability characteristics of health management services, a gym service framework with user health value as the core was constructed. Literature review method and case analysis method. Through literature search on CNKI and Web of Science, this study uses the case analysis method to select three typical innovative gyms in the world for empirical reveal their synergistic effects through the integration of fitness guidance, health monitoring, nutrition intervention, and data-based services. (1) Gyms need to transform from "space providers" to "health solution integrators" to achieve value co-creation through user participatory design;(2) The embedding of health management services needs to rely on digital tools and cross-field cooperation (medical institutions, dietitian teams) to build a dynamic resource network;(3) The profit model should shift from a single membership system to a hierarchical system of "basic services + value-added services", covering derivative value points such as personalized health plans, remote guidance and community operations. Innovation: This study proposes a new perspective of "health management as a service", deeply integrating medical and health management modules such as health monitoring, risk assessment, and personalized intervention with fitness services, and fills the theoretical gap in the existing research on cross-domain collaboration mechanisms and dynamic value generation path. Limitations: The limitations of the research include insufficient sample depth, the theory of service value co-creation mechanism needs to be expanded, and the cross-regional universality verification of business models is insufficient. Practical implications:1) Provide feasible solutions for fitness companies to extend high value-added services such as health assessment, exercise prescription, and so on.2) By building a data-driven health management closed loop, it helps enterprises realize the transformation from a single sports space to a health solution platform3) The research results have direct guiding value for the service design, cross-domain resource integration and customer life cycle management of the health industry.