Diseño de un modelo de negocio para la implementación de un programa de acondicionamiento físico personalizado en línea

Abstract

In Colombia, a sedentary lifestyle and poor eating, sleeping and work habits are factors that contribute to obesity, diseases and deterioration in quality of life (World Health Organization: WHO, 2022). A subscription business model for online fitness training programs could be an effective solution to help people improve their health and well-being (Romaniello, 2022). This business model has the following advantages: it overcomes traditional barriers associated with lack of time and apathy towards gyms (Santiago, s.f.), it allows people to exercise safely and effectively from the comfort of their homes (Rincón, 2020), and contributes to the reduction of travel and greenhouse gas emissions. The potential e-commerce market for online fitness programs is large and constantly growing (Statista, n.d.). In Colombia, the e-commerce market is also growing rapidly (Valcarce-Torrente et al., 2022). This document presents a business plan for an online physical training program aimed at adults aged 35 to 60 in Bogotá. The program will be based on a streaming platform that will offer a wide variety of live and on-demand fitness classes, with professional instructors (Romaniello, 2021). The program will also offer personalized training plans, challenges and progress tracking (wOS., n.d.).