# BRIEF KHACH HANG — FITNESS / GYM / YOGA / PILATES

> **Variant chuyen biet cho:** Phong gym, Studio yoga, Pilates, Boxing/MMA, Crossfit, Dance studio, Personal Training, Wellness center.
>
> **Khong phu hop voi:** Spa massage tri lieu (dung `01-spa-beauty.md`).

---

## HUONG DAN DIEN
- Thoi gian: **30-40 phut**
- Gui kem: hinh khong gian, hinh PT/HLV, transformation khach (neu co)

**Ngay phat brief:** ........./........./..........
**Han nop brief:** ........./........./..........

---

## PHAN A — THONG TIN DOANH NGHIEP

### A1. Thong tin co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten studio/gym | |
| Tagline | |
| Loai hinh | □ Gym tong hop □ Yoga □ Pilates □ Boxing/MMA □ Crossfit □ Dance □ Functional □ Wellness |
| Dia chi | |
| So chi nhanh | □ 1 □ 2-5 □ Chuoi |
| Nam thanh lap | |
| Capacity | ............ nguoi/ca |
| So phong tap/studio | |
| Gio mo cua | |

### A2. Doi ngu HLV/PT
| Vi tri | Ho ten | Chung chi | Kinh nghiem |
|--------|--------|----------|-------------|
| Head Coach | | | |
| PT 1 | | | |
| PT 2 | | | |
| Master Yoga | | | |

### A3. Cau chuyen thuong hieu
> *Vi sao mo studio nay? Triet ly tap luyen?*

```
[Dien]
```

### A4. Triet ly van hanh
| Cam ket | Chi tiet |
|---------|---------|
| Phuong phap tap | |
| Chat luong HLV | |
| Trang thiet bi | |
| Ket qua khach | |

---

## PHAN B — DICH VU & GOI

### B1. Phan khuc
- [ ] Pho thong (the thang 300-700K)
- [ ] Trung cap (the 700K-1.5tr)
- [ ] Premium (1.5tr-3tr)
- [ ] Luxury/Boutique (3tr+)

### B2. Cac goi the
| Goi | Thoi han | Gia | Quyen loi | Han che |
|-----|---------|-----|-----------|--------|
| Day pass | 1 ngay | | | |
| Goi 10 buoi | 1-3 thang | | | |
| Thang | 1 thang | | | |
| 3 thang | | | | |
| 6 thang | | | | |
| Nam | | | | |
| VIP/PT | | | | |
| Family | | | | |

### B3. Dich vu PT (Personal Training)
| Goi PT | So buoi | Gia | Loai |
|--------|---------|-----|------|
| | | | □ Giam can □ Tang co □ Phuc hoi □ Tien hon nhan □ The thao chuyen sau |
| | | | |

### B4. Lich lop/class
| Loai lop | Tan suat | HLV | Capacity/lop | Gia/buoi le |
|----------|---------|-----|--------------|------------|
| | | | | |
| | | | | |

### B5. Trang thiet bi
| Hang | Thiet bi | Doc dao? |
|------|---------|---------|
| | | |
| | | |

### B6. USP
1. ............................
2. ............................
3. ............................

---

## PHAN C — KHACH HANG MUC TIEU

### C1. Doi tuong (chon 2)
- [ ] **Sinh vien 18-25** — gia tot, nang luong cao
- [ ] **Nu van phong 22-32** — giam can, fit body
- [ ] **Nam van phong 25-40** — tang co, healthy
- [ ] **Phu nu sau sinh 28-38** — phuc hoi voc dang
- [ ] **Tuoi 35-50** — wellness, song khoe
- [ ] **VIP/Doanh nhan 35+** — ca PT private
- [ ] **The thao chuyen sau** — runner, athlete
- [ ] **Tre em 6-15** — kid yoga, kid fitness
- [ ] **Senior 55+** — wellness chong lao hoa

### C2. Muc tieu chinh khach den tap
- [ ] Giam can/giam mo
- [ ] Tang co bap
- [ ] Cai thien suc khoe tong the
- [ ] Giam stress / Wellness
- [ ] Tap chuyen sau (the thao, thi dau)
- [ ] Phuc hoi sau sinh / Sau chan thuong
- [ ] Theo trend / Lifestyle
- [ ] Cap doi/Hen ho

### C3. Tan suat tap mong muon
- [ ] 1-2 buoi/tuan (casual)
- [ ] 3-4 buoi/tuan (regular)
- [ ] 5-6 buoi/tuan (committed)
- [ ] Hang ngay (athletes)

### C4. Ban kinh phuc vu
- [ ] 1km (gan nha/gan van phong)
- [ ] 1-3km
- [ ] 3-5km
- [ ] Toan thanh pho (destination)

### C5. Persona
> *VD: "Chi Ngan, 30 tuoi, marketing manager, song quan B, di lam quan A, the muc tieu giam 5kg sau Tet, thich tap buoi sang som hoac toi muon, can HLV nu, ngai gym dong nguoi..."*

```
[Dien]
```

### C6. Hanh trinh khach
| Buoc | Khach lam gi |
|------|-------------|
| 1. Trigger | (sau Tet, lo tang can, tu vi/co bao moi nam moi...) |
| 2. Tim hieu | |
| 3. Trial buoi dau | (free trial, day pass) |
| 4. Quyet dinh dang ky | |
| 5. Tap on dinh / Renew | |

---

## PHAN D — CANH TRANH

### D1. Doi thu truc tiep
| Ten | Loai | Gia | Diem manh | Diem yeu |
|-----|------|-----|-----------|---------|
| | | | | |
| | | | | |

### D2. Doi thu gian tiep
- [ ] Tap o nha (YouTube, app)
- [ ] Outdoor (chay bo, dap xe)
- [ ] Studio nho ban da
- [ ] Trung tam wellness

### D3. Studio muon duoc nho den nhu the nao?
```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Gym tong hop / All-in-one**
- [ ] **Boutique / Specialty studio**
- [ ] **Family-friendly**
- [ ] **Female-only**
- [ ] **Premium / VIP**
- [ ] **Community-based**

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Khai truong studio moi
- [ ] Push goi the moi (yearly, family...)
- [ ] Push lop class moi
- [ ] Push PT package
- [ ] Day mua peak (sau Tet, summer)
- [ ] Day mua thap (tang traffic gio thap)
- [ ] Loyalty (giam churn)

### E2. KPI thang dau
| Chi so | Muc tieu |
|--------|----------|
| Trial mien phi | ............ |
| The dang ky moi | ............ |
| Ti le trial → dang ky | ............ % |
| Doanh thu thang | ............ trieu |
| AOV (gia tri the trung binh) | ............ |
| % goi PT | ............ |
| Churn rate (renew) | ............ % |
| Active members | ............ |
| Class fill rate | ............ % |

### E3. KPI 6 thang
- Total active members: ............
- Renew rate: ............ %
- Doanh thu: ............ /thang

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing thang
- [ ] Duoi 15 trieu
- [ ] 15-40 trieu
- [ ] 40-100 trieu
- [ ] 100-300 trieu
- [ ] Tren 300 trieu

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Performance Ads | |
| KOC/Influencer fitness | |
| Free trial campaign | |
| Su kien / Open day | |
| Photoshoot + video transformation | |
| Loyalty/Referral program | |
| Local SEO + Google Business | |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Teasing | |
| Khai truong/Launch | |
| Open day mien phi | |
| Ket thuc uu dai | |

---

## PHAN G — NGUON LUC

### G1. Doi ngu Marketing
| Vi tri | Co? | So luong |
|--------|-----|---------|
| Ads | □ Co □ Khong | |
| Content/Caption | □ Co □ Khong | |
| Designer | □ Co □ Khong | |
| Quay video tap | □ Co □ Khong | |
| Telesale chot the | □ Co □ Khong | |

### G2. Co so vat chat
| Hang muc | Co? |
|---------|-----|
| Logo + brand | □ Co □ Khong |
| Hinh anh studio chuyen nghiep | □ Co □ Khong |
| Video gioi thieu | □ Co □ Khong |
| Goc check-in/chup hinh | □ Co □ Khong |
| Wifi tot livestream | □ Co □ Khong |

### G3. HLV co lam content khong?
> *PT/HLV la KEY ASSET — len camera = trust + viral.*

- [ ] Co — Head Coach san sang
- [ ] Co — 1-2 PT chinh san sang
- [ ] Khong — can dao tao
- [ ] Khong — rao can tu HLV

### G4. Khach co quay transformation video?
- [ ] Co — co he thong thu thap before-after
- [ ] Co — nhung khong co he thong
- [ ] Chua co — can xay dung

---

## PHAN H — TAI SAN SO

### H1. Kenh hien co
| Kenh | Co? | Link | Follow |
|------|-----|------|--------|
| Facebook | □ Co □ Chua | | |
| Instagram | □ Co □ Chua | | |
| TikTok | □ Co □ Chua | | |
| YouTube (workout video) | □ Co □ Chua | | |
| Zalo OA | □ Co □ Chua | | |
| Website + Booking | □ Co □ Chua | | |
| Google Business | □ Co □ Chua | | rating: |
| App rieng (member tracking) | □ Co □ Chua | | |
| Group/Community | □ Co □ Chua | | |

### H2. Web/App
- [ ] Co web: ............
- [ ] Co app member rieng
- [ ] Co class booking online
- [ ] Chua co — can build

### H3. Database
- Active members hien tai: ............
- Cuu members co the win-back: ............
- Email database: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Energetic / High-energy**
- [ ] **Calm / Mindful** (yoga/wellness)
- [ ] **Premium / Boutique**
- [ ] **Community / Family**
- [ ] **Hardcore / Performance**
- [ ] **Healthy / Lifestyle**
- [ ] **Inspirational / Transformation**

### I2. Brand cam hung
| Brand | Ly do |
|-------|-------|
| | |
| | |

### I3. KHONG duoc lam
- [ ] Khong hua "giam X kg trong Y ngay" — Meta cam
- [ ] Khong dung body shaming
- [ ] Khong khoe co the qua lo
- [ ] Khong dung nhac co ban quyen
- [ ] Khong fake transformation

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan
- [ ] Content calendar
- [ ] Performance Plan

### J2. Creative
- [ ] Photoshoot studio + HLV (30+ hinh)
- [ ] Video gioi thieu (60s)
- [ ] 30+ TikTok workout/tip
- [ ] Transformation series khach that
- [ ] Class schedule design
- [ ] Member card + voucher

### J3. Van hanh
- [ ] Meta Ads + TikTok Ads
- [ ] KOC fitness booking
- [ ] Open Day / Free trial event
- [ ] Google Business + review management
- [ ] Zalo OA + booking bot
- [ ] Referral program setup

### J4. Hop tac
- [ ] Project (launch)
- [ ] Retainer 6-12 thang

---

## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Logo
- [ ] Hinh studio + HLV
- [ ] Bang gia
- [ ] Chung chi HLV
- [ ] Transformation video/hinh

### K2. Cau hoi cho agency
```
[Dien]
```

### K3. Thong tin khac
```
[Dien]
```

---

## XAC NHAN

**Nguoi dien:** ............................
**Ngay:** ......./......./..........
**SĐT:** ............................
**Email:** ............................

**Cam ket:**
- [ ] Da dien day du
- [ ] Dong y agency dung thong tin
- [ ] Phan hoi 48h

**Han nop:** ......./......./..........

---

## NEXT STEPS

1. 24h: Review brief
2. 48h: Hop lam ro
3. 5-7 ngay: Plan v1
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat
6. Launch

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**Team Marketing — Agency**
