Future Of Fitness

2nd

the revolution in ﬁtness What Does The
change is ahead
what will the future look like ? Future Hold ? 1

Predictions:
Consumers & Facilities

8

“change is the
process by which
the future invades
our lives”

Alvin Toffler

10

<3>

3 drivers

4
15

<3>
1
DEMOGRAPHIC - CONSUMER SHIFTS

4
16

<3>

2
GLOBALIZATION

4
17

<3>

3
TECHNOLOGY

4
18

DEMOGRAPHIC - CONSUMER SHIFTS

for more information read some of these books... GLOBALIZATION
19

1st
key
technology
trends
20

Prevalent Business Models & Trends - Emerging
On line retail continues surge - ﬁtness models follow
"People are just shifting their dollars to the
Web," said Sucharita Mulpuru, vice president
and principal analyst for Forrester Research
Inc. Online retail sales will grow 10% a year for
the next ﬁve years, accounting for 53% of all
U.S. retail sales by 2014, according to Forrester
Research.

21

technology

how will it impact our lives & industry ?
22

bryankorourke.com The Future of the Fitness Industry

Technology: etymology greek - meaning skillful
application of an art. The practical application of
science in commerce or industry.
23


Gordon Moore
Co-Founder of Intel
Number of transistors on a chip
will double every two years.
“Moore’s Law”
Technology: the pace of change is not linear its
exponential. Adoption rate is increasing
similarly.
24


Law of accelerating returns . We are just seeing
the start - “knee of the curve”
25

1,2,3,4,5,6,7,8,9,10.......

2, 4, 16, 256............
26


-Commercial Internet began
only 5,300 days ago
-Serves over 1.5 Billion people
-79% of US adult population
-40% of US consumers use
search engines for comparative
shopping
Internet: The free exchange of information with
limited constraints.
28


The “Grid” Becoming 30
Increasingly Integrated


The ability to
increasingly and more
easily integrate
technology into daily life
is upon us.

Devices - getting smaller and more powerful.
31

15 Billion
by 2015

32


Mobile Internet Access:
Pew - 56% of US Adults
Increase of 73% in 17 months

Mobility: Communication & information when
ever and where ever the customer wants it.
33


Mobile speeds will increase ...........

34


Web 3.0
the “Semantic” Web

Internet will become more intelligent ...........
35


Outsourced Service Platforms
Salesforce.com

Cloud Computing: Low cost ubiquitous storage
and application deployment !
36


explosion of interactive tools & platforms

37


38

Merger of
emotiv

Physical &
Digital
natal 41

key trends
connectivity

digital reality miniaturization

new products &
services

intelligence web 2.0 & 3.0

cloud
computing

low cost 42

http://futureofﬁtnesswhitepaper.ning.com/ factors : aging, industry diversiﬁcation, wellness, cost control

51

business model
INDUSTRY
SUPPLIER
PARTNER CUSTOMER
NETWORK RELATIONSHIPS
CORE VALUE CUSTOMER
CAPABILITIES PROPOSITION SEGMENTS
ACTIVITY DISTRIBUTION
CONFIGURATION CHANNELS

COST REVENUE
STRUCTURE STREAMS

DEMAND
CUSTOMER
52

"companies that
expect a glorious
past to shield
them from the
forces of change
driven by
advancing
technology
will fail."

- Rupert Murdoch
56

2009 U.S. Revenues
(in billions $)
US Soda Biz $70 Billion
300.0

225.0

150.0

75.0

0 206
20
Fitness Facilities 21 40
Video Games
OTC Diet
Retail Pharma

57

2010 U.S. Market
(US health care $2.6 trillion)

1%

99%

Fitness Facilities Health Care
59

U.S. Fitness Facility Market
statistics from www.cmeto.com

46%
61

To compete you will have to carefully consider your
point of differentiation

•Price
•Features
•Competitive abilities
•Wellness Option

64

"It may be fatal to assume that minor
adjustments to current business models will
keep the ﬁtness industry abreast of changing
times."

http://futureoffitnesswhitepaper.ning.com/

65

Demand
Industry Convergence
66

supply side

Li & Fung Group clothing
67

movie theaters

arcades

record
stores

69

Economics of Free

73

business model - new models needed

INDUSTRY
SUPPLIER
PARTNER CUSTOMER
NETWORK RELATIONSHIPS
CORE VALUE CUSTOMER

COST REVENUE
STRUCTURE STREAMS

DEMAND
CUSTOMER
digital technologies
75

business model - asthetics | design | concept

melding the digital & physical experience

76

“those who
cannot change
their minds
cannot change
anything”

George Bernard
Shaw
79

How Organizations
Create Value

80

business model - what is technology doing ?

INDUSTRY
SUPPLIER
PARTNER
NETWORK
CUSTOMER
RELATIONSHIPS
+
CORE VALUE CUSTOMER

COST REVENUE
STRUCTURE STREAMS

_ DEMAND -
CUSTOMER
81

"Of the ten leading
vacuum tube
companies, none
participated in the
transistor revolution".

–Chet Raymo

85


Empowered
Consumers

It’s all about the

“You”

86


To Deliver Value Organizations Used To ......
Product - Build fences, own it all
Price - Competition, supply - demand
Place - Physical distribution
Promotion - Sell, sell, sell
....Legacy of the Industrial Revolution
87


To Deliver Value Organizations Must Now......
Product = Experience, Co-Created
Price = New Value Exchanges
Place = Marriage of Digital & Physical 24/7
Promotion = Conversation or Engagement
.... A New Way of Doing Things

88


C.K. Prahalad
“World’s Most Inﬂuential
Management Thinker”
-Times of London 2007

“To successfully compete
companies must reinvent
their process & culture in
order to sustain innovative
solutions.”
89


90

What’s Ahead
predictions
98

1. non-facility
competition will surge

99

Technological Innovation and the Fitness &
Wellness Industry: Predicting the Impact

Merger of Technologies Including Social Media
Will Create New Low Price Alternatives

102

Technological Innovation and the Fitness &
Wellness Industry: Predicting the Impact

Nike Running

103

Outside
Industry Convergence 104

2. successful facilities
will deliver
new models

105


Product = Experience, Co-Created
Price = New Value Exchanges
Place = Marriage of Digital & Physical 24/7
Promotion = Conversation or Engagement

.... A New Way of Doing Things

106


Hi-Tech
Hi-Touch

107


Financial Services
Industry

Measure is not
# of Bank Branches

108


technology platforms - 24/7 service & support

109


110

3. “wellness” will
increasingly emerge

111


The Crisis...
23% of Americans participate in no physical activity
62% of Americans obese or overweight -18% rise in last decade.
23% of Americans still smoke. 3000 start each day.
78% of men eat vegetables less than three times per day.
75% - 90% of visits to Primary Care Physicians are for stress.

THE COST IS BANKRUPTING OUR NATION
112


Head - Traditional Fitness Industry

Long Tail - New Wellness Space

113


114

4. marketplace will
continue to
bifurcate and niche

115

Business Models and Trends - Competitive Landscape
Bifurcation of the market - Ray Algar Model

http://www.oxygen-consulting.co.uk/
116

http://futureofﬁtnesswhitepaper.ning.com/ factors : aging, industry diversiﬁcation, wellness, cost control

117

3rd

the new paradigm How Will
a new era of organizations will emerge Organization’s
that adopt new ways of doing things
Succeed ? 118

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