2019 年末第一起新冠疫情於中國武漢爆發後，連帶影響經濟、政治、交通、 社會與人們的生活型態，為全球環境帶來巨大的變化。強制保持社交距離與居 家抗疫的政府規定，同時也帶起居家工作、 遠距照護、線上課程等趨勢興起。 線上健身課程平台也因應而生，開啟大鳴大放的時代。本研究透過三個不同地 區的個案分析與文獻探討，討論杜拜、澳洲悉尼(雪梨)、澳洲墨爾本三地的實 體教練轉型線上數位化，其商業模式的改變及行銷策略的使用有何異同。透過 上述三個案例的討論後，再分析健身相關企業的補充案例 Alo Yoga、Lily Sabri、 Les Mills，以學習中小型健身品牌的經營方式，做為研究者自身品牌「莎老師 線上教室」帶來的啟發與學習。
由於線上平台的架設與網路科技逐漸完善，加以線上課程的省時與便利性， 讓人們對於未來複合式的學習方式 (實體+線上) 有個明確可執行的夢想藍圖。勉 勵後續相關領域研究學者，可以透過學習比對不同健身相關產業的複合型商業 模式，對其發展沿革與關鍵合作夥伴的挑選及運作方式，探討後疫情時代全球 疫苗普及的環境下，相關產業如何透過全球大網路時代共同合作，提升自身品牌價值。

The first case of novel coronavirus was identified in Wuhan, China at the end of 2019. It has changed some of the ways in our lives, including the economy, politics, transportation, society, and human lifestyles. The illness has affected nearly every aspect of life. The effects of stay-at-home and social distancing restrictions from the government have led to many significant changes in the way we live including the rise of work-from-home, telehealth, and online-learning.
There are three cases of local fitness trainers who have turned their career to online platforms from different locations (Dubai, Sydney, Melbourne). A discuss of business model transformation during the novel pandemic and the marketing strategy differences between three of the major cases will be presented in this essay.
Reflecting upon my session, there are three more fitness industries related cases from overseas corporations that will be offered in the paper including Alo Yoga (Alo Moves), Lily Sabri, Les Mills. It helps research’s own brand “Burn With Sasha” could get some inspiration and imitation.
A lot of people are looking forward the hybrid learning because of the reasons: the mature innovation of online platforms, the well-developed high-speed internet, and the two benefits of online learning – time saving and convenience. The study will reveal the new normal lifestyle after a novel pandemic in 2021. It encourages people who study the same category can develop the difference of multiple fitness industry related corporations, the business strategy of partnership among the corporations with the key partners and the way that how to be connected between the corporations and the whole world.

一、中文
1. 施振榮著 (2004)，再造宏碁:開創、成長与挑戰，台北:天下遠見出版 二、英文
1. S. Ghazinoory, A. Esmail Zadeh and A. Memariani (2007), “Fuzzy SWOT Analysis,” Journal of Intelligent & Fuzzy Systems, Vol. 18, No. 1, pp. 99-108
2. Osita Ifediora (October 2014), “Organization’s stability and productivity: the role of SWOT analysis an acronym for strength, weakness, opportunities and threat”
3. H. Weihrich (1982), “The TOWS Matrix a Tool for Situational Analysis,” Long Range Planning, Vol. 15, No. 2, pp. 54-66
4. Alexander Osterwalder (July 2010), ”Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers”
5. Osterwalder, A. and Pigneur, Y. (2010), “Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers”, Wiley, New Jersey
6. Osterwalder, A. and Pigneur, Y. (2010, 18-19). Business Model Generation. A Handbook for visionaries, game changers and challengers. New Jersey: John Wiley & Sons. Inc
7. Jeremy Griffiths (1st April, 2010), Market Segmentation: Best practices and keys to success a beginners guide
三、網路
1. COVID-19 傳染病報導，維基百科，https://en.wikipedia.org/wiki/COVID- 19_pandemic
2. 中國 COVID-19 傳播的狀況，維基百科， https://en.wikipedia.org/wiki/COVID19_pandemic_in_mainland_China
3. 世界衛生組織 COVID-19 數據看板，WHO 統計 https://covid19.who.int
4. 封城政策，澳洲 ABC 新聞，https://www.abc.net.au/news/2020-06-30/victorias-coronavirus-outbreak-prompts-stay-at-home-order/12407518
5. 澳洲 COVID-19 疫情，維基百科，https://en.wikipedia.org/wiki/COVID- 19_pandemic_in_Australia#
First_lockdown
6. 澳洲政府封城健身的宣導，澳洲衛生部門， https://www.health.gov.au/news/health-alerts/novel-coronavirus-2019-ncov- health-alert/ongoing-support-during-coronavirus-covid-19/exercising-and- staying-active-during-coronavirus-covid-19-restrictions
7. 封城時健身運動的重要，澳洲健身健康部門， https://fitness.org.au/articles/most-recent/exercise-still-vital-for-our- health- and-wellbeing-during-stage-4-lockdown/50/2122/184
8. 疫情影響健身產業的報告，澳洲健身健康部門 https://fitness.org.au/articles/business-news/fitness-industry-impact-of-gym- closures-laid-bare-in-latest-report/30/2039
9. 創新型的線上健身產業機會，澳洲 ABC 新聞， https://www.abc.net.au/news/2020-03-31/fitness-industry-and-coronavirus- queensland/12101814
10. 加拿大WellnessLiving，複合式商業模式定義， https://www.wellnessliving.com/blog/can-fitness-studio-thrive-with-hybrid- business-model/
11. Virtual Gym 健康軟體公司，複合式健身商業模式的好處， https://www.clubindustry.com/sponsored/5-benefits-a-hybrid-business-model
12. American College Of Sports Medicine，2021 年全球健身趨勢調查， https://www.perfectgym.com/en/blog/business/hybrid-fitness-business-model
13. 愛爾蘭Glofox，複合式健身(HybridFitness)， https://www.glofox.com/blog/10-fitness-industry-trends-that-could-define- 2020/
14. 疫情中家庭生活研究報告，澳洲家庭研究所報告， https://aifs.gov.au/publications/what-we-did
15. 疫情刺激在家學習的需求，澳洲獨立雜誌TheAge， https://www.theage.com.au/national/victoria/how-the-pandemic-spurred-a- home-schooling-boom-20210129-p56xx6.html
16. 全球健康與健身協會，疫情對健身產業留下深遠的影響，https://www-ihrsa- org.translate.goog/about/media-center/press-releases/15-of-health-fitness-
clubs-in-the-u-s-permanently-closed/?_x_tr_sl=auto&_x_tr_tl=zh-
TW&_x_tr_hl=zh-TW&_x_tr_pto=ajax,se,elem
17. 全球健康與健身協會，2021年1月3日對疫情影響報告， https://www.ihrsa.org/improve-your-club/fitness-industry-still-feels-covids- negative-impact/
18. Dance Body 舞蹈工作室，線上直播課程，https://streamteam.dancebody.com
19. Barre3 教室，一個平台介面滿足健身課程及器材的需求，
https://online.barre3.com/trial6
20. businessofapps 網站，調查疫情使用應用程式達到健身效果的消費者上漲， https://www.businessofapps.com/insights/3-predictions-for-the-health-fitness- mobile-app-market/
21. RunRepeat 運動鞋款評論網站，2020 年及 2021 年的健身趨勢差異， https://runrepeat.com/fitness-trends
22. Beachbody 健康與健身公司，調查定期鍛鍊成年人會持續使用居家鍛鍊， https://www.beachbodyondemand.com/blog/home-workouts-future-of-fitness
23. Mckinsey 顧問公司，2021. Apr.，Consumer interest and purchasing power
presents opportunities， https://www.mckinsey.com/industries/consumer- packaged-goods/our-insights/feeling-good-the-future-of-the-1-5-trillion- wellness-market
24. Mckinsey 顧問公司，2020. Dec.，Mental health in the workplace: The coming revolution，https://www.mckinsey.com/industries/healthcare-systems- and-services/our-insights/mental-health-in-the-workplace-the-coming- revolution
25. Global Wellness Institute，2019 Move to be Well: The Global Economy of Physical Activity，https://globalwellnessinstitute.org/industry-research/global- economy-physical-activity/
26. The Global Health & Fitness Association，U.S. Fitness Industry Revenue Dropped 58% in 2020，https://www.ihrsa.org/improve-your-club/industry- news/u-s-fitness-industry-revenue-dropped-58-in-2020/
27. Sensor Tower，Sensor Tower's State of Health & Fitness Apps 2021: Top U.S. Workout Apps See Increased Retention Among Older Users， https://sensortower.com/blog/state-of-health-and-fitness-apps-report-2021
28. 15 種改變在家工作生活的方式，美國財富雜誌， https://fortune.com/2021/03/09/covid-pandemic-how-life-has-changed- coronavirus-one-year-later-march-2020/
29. 歐盟員工40%在家工作，歐盟科學政策報， https://ec.europa.eu/jrc/sites/jrcsh/files/jrc120945_policy_brief_ - _covid_and_telework_final.pdf
30. 調查美國在家工作的數據，經濟學人雜誌， https://www.upwork.com/press/releases/economist-report-future-workforce
31. Les mills 的大幅成長 300%，紐西蘭 Westpac 報導， https://www.westpac.co.nz/rednews/les-mills-on-demand-subscriptions- increase-300-during-covid-pandemic/
32. 澳洲健身教室全面數位化，FinancialReview報導， https://www.afr.com/technology/in-times-of-covid-19-the-fitness-industry-is- going-fully-digital-20200326-p54e7q
33. All-in-One 線上平台，Uscreen 官網，https://www.uscreen.tv
34. Meet the Team， Rick Bhullar Fitness 公司網站，
https://www.rickbhullarfitness.com/meet-the-team
35. From The Gym To Pro Dancer，Rick Bhullar 之 Trainmag 網站， https://www.trainmag.com/transform/rick-bhullar-transformation-gym-dancer/
36. 線上課程新網站，Get fit with Rick 網站，Get Fit With Rick
37. Fitness Reinvented，Marl Grover LinkedIn 網站，
https://au.linkedin.com/in/marlowalker
38. Fitness and Performance，G-Pump 的主網，https://gpump.com.au/about
39. 科威特每日疫情飆高，KhaleejTimes報導
https://www.khaleejtimes.com/coronavirus-pandemic/uae-reports-highest-
daily-covid-19-cases-in-nearly-2-months
40. 百萬點閱率，Instagram網站https://www.instagram.com/p/CPi2lP2nRo6/
41. 混合型健身商務模式，PerfectGym網站，
https://www.perfectgym.com/en/blog/business/hybrid-fitness-business-model
42. 線上健身趨勢發展，富比世報導， https://www.forbes.com/sites/yolarobert1/2020/04/29/is-the-online-fitness- boom-here-to-stay/?sh=797330227080
43. 5 個好玩有效率的健身 Youtuber，GoTham 雜誌， https://gothammag.com/youtube-workout-videos-fitness-at-home
44. 未來健身產業是全方位渠道，WARC報導， https://www.warc.com/newsandopinion/opinion/les-mills-anna-henwood-why- the-future-of-fitness-will-be-omnichannel/3840
45. 線上學習教室，OutSchool - https://pitchbook.com/profiles/company/153529- 57#overview
46. Wellnessliving 網站，What is hybrid business model， https://www.wellnessliving.com/blog/can-fitness-studio-thrive-with-hybrid- business-model/