近年來運動健身俱樂部產業蓬勃發展，且由於消費形態的改變及消費意識的抬頭，在整體行銷市場方面就越顯得競爭激烈，運動健身俱樂部產業在經營時面臨外在環境與內部的問題愈加複雜且具有高度的不確定性，其經營方式也必須配合環境的變化而有所調整，尋求適合企業環境的經營策略。 就運動健身俱樂部產業而言，如何滿足顧客多元的需求、增加顧客的參與興趣並且擴張企業行銷機會，更顯得重要。然而策略聯盟核心論點是在闡述組織間不同型態的合作，共同創造出更大的效益。正是運動健身俱樂部可運用策略聯盟主要因素。對於主要是提供產品與服務性質為主要活動的運動健身俱樂部產業，可以從行銷、產品與人力的策略聯盟，加以設計出更多元的服務與行銷策略，以強化本身之競爭優勢。

At recent year, the sports and fitness club industry has gradually become progression. It is because the consumptive formation has changed; however, the marketing becomes more competition. To the reasons, sports and fitness club industry face with the external environment and the internal question is even more complex and high uncertain. Its management approach also must adjust to the changes of environment, and seek the suitable operational strategies. In sports and fitness club industry, it is more important to satisfy customers’ needs, increase customers’ interests, and extend the marketing chances. However, the core thesis of strategic alliance is about the different type of cooperation in the organizations bring the much profit. It is just the reasons that sports and fitness club can make use of strategic alliance. It can use the marketing, product and human resources alliances in the sports and fitness club to create more service and marketing strategies, and strengthen the competitive advantages.