In Birmingham, UK Paul Bedford's Annual Retention Convention Included This Keynote From Bryan O'Rourke. All Industries Are Lagging Significantly Behind The Marketplace . Strategy Is Often Not Being Conducted And Organizations Are Increasingly Not Understanding What To Execute To Win. This Is Being Stuck In The Middle As Gary Vaynerchuk Outlines In The Opening Video. Check It Out And Please Share And Comment.

1. @bryankrorourke #retentionconvention april 2018
mindset and understanding the game we are playing to win

2. FUCK
THE
MIDDLE
ENCOURAGEMENT AND BELIEF IN WHAT’S POSSIBLE

3. WHERE TO PLAY AND HOW TO WIN
LESS THAN 15% OF COMPANIES HAVE A REAL STRATEGY

4. LESS THAN 15% OF COMPANIES HAVE A REAL STRATEGY
WHAT IS STRATEGY ?
@ROGERLMARTIN @BRYANKOROURKE
Clouds
Dirt
Strategy
Execution

5. ACQUISITION & RETENTION ARE OUTCOMES

6. HOW ARE YOU REALLY COMPETING ?
BUGGY WHIPS

7. NOSTALGIA

8. TODAY

9. 3 MILLION SOCIAL
FOLLOWERS 131 COUNTRIES
£41 MILLION IN SALES

10. THE LIFE CYCLE IS FASTER REBIRTH
ITS GOING TO GET HARDER

11. CUSTOMER JOURNEY CHANGED : MORE OPTIONS TOOLS

12. RETHINK
PROBLEM SOLUTION DELIVERY

13. CHALLENGE
MARKET BUSINESS MODEL EXECUTION

14. AVOID DISTRACTIONS

15. CUSTOMERS DON’T CARE WHAT WE THINK
MOST BUSINESSES STUCK IN THE MIDDLE

16. THE GREATEST TIME
EVER TO BE IN OUR INDUSTRY
IF YOU UNDERSTAND WHERE
ITS GOING (CLOUDS)

17. CONTROLLING TO EMPOWERING
In The New Era Of Openness Telling People What To Do
Is Not As Effective As Inspiring And Connecting
Purpose.
PLANNING TO EXPERIMENTATION
The Only Way To Learn The New Is To Try Things
Work On An 80-20 Ratio Of Existing And New Business
PRIVACY TO TRANSPARENCY
Opening Information To All Enables The Other 5 Keys To
Flourish In The New Era.
PREDICTABLE TO UNPREDICTABLE
The Past Is Not Predictor For The Future.
Assumption To Knowledge Ratios Have Changed.
PROFIT TO PURPOSE
Short Term Aims Undermine Long Term Value.
Attracting Customers And Partners Takes A Vision
HIERARCHIES TO NETWORKS
Interoperable Organization Leverage Capacities Better
Results Through Collaboration.
AND YOU’VE ADOPTED THE RIGHT STRATEGIC MINDSET

18. P T
E G
P
PEOPLE
Employees, Partners, Customer, Communities
How They Think. What They Value.
What They Believe.
E
ECONOMICS
Business Sustainability For The Long Run.
What Are Operating Costs. Where Are
Revenue Opportunities. How Does Each
Business Compete.
T
TECHNOLOGIES
Leadership, Approach, and Execution.
Using Tech As A Tool And Transcending It.
G
GLOBALIZATION
Pubic Policy. Government Regulation.
Competition. Partnerships. New Markets.
@bryankorourke
CLOUDS : HOW DO WE STRATEGIZE AMIDST CHANGE

19. B O
S A
B
BUSINESS MODEL SUSTAINABILITY
How Do You Really Make Money Now And In
the Long Term. Costs, Revenues Markets
KPIS.
S
SERVICES
What Are You In The Business Of Delivering
Actually. Programming, Services, Digital
Physical.
O
OMNICHANNEL
Deft Integration Of Business Online And
Offline Easily And Seamlessly.
A
ASTHETIC UX
Forging Emotional Bonds. Creating Beautiful
Distinctive Experiences In Facility And
Outside.
@bryankorourke
THE DIRT : EXECUTION

20. 20
Michael Doe
IMAGE
PLACEHOLDER
Jeniffer Thompson
IMAGE
PLACEHOLDER
Jonathan Harris
IMAGE
PLACEHOLDER
Erica Doe
AUTOMATION ENTERPRISE PLATFORM SENSORS - DATA HUMAN CAPITAL
THE DIRT : EXECUTION ENGINES

22. IF THIS STUFF IS PART OF YOUR VOCABULARY YOU’RE ON YOUR WAY
accenture
tech vision evolution
strategic time horizon
24-48 months

23. S CURVE REINVENTION
TRANSFORMATION IS
THE NEW NORMAL

24. RETHINK BECAUSE BUSINESS AS USUAL IS DEAD

25. MARKETS TRANSFORMING ARENAS VS INDUSTRIES

26. W
Consumer Wear
Including Jewelry,
Footwear, Clothing,
Fashion.
WEARABLE
D
Technology Is
Ubiquitous Like The
Air We Breathe In
24-7 Connected Life.
DIGITAL
N
Organic, Non-GMO,
Customized Meals,
Supplementation,
Super Foods.
NUTRITIONAL
M
Meditation, Mind
Body, Holistic,
Sustainability.
MINDFULNESS
F
Activity, Exercise,
Wherever,
Whenever,
Convenience.
FITNESS
C
Community,
Entertainment,
Socialization.
CONNECTION
H
Longevity, Chronic
Disease, Primary
Prevention,
Intervention.
HEALTH CARE
“BETTERMENT”
INTERCONNECTED
DYNAMICS FOR NEW
BUSINESS MODELS BASED
ON MEGATRENDS
WHAT IS THE MARKET ? ARENAS VS INDUSTRIES
@bryankorourke

27. W
Consumer Wear
Including Jewelry,
Footwear, Clothing,
Fashion.
WEARABLE
D
Technology Is
Ubiquitous Like The
Air We Breathe In
24-7 Connected Life.
DIGITAL
N
Organic, Non-GMO,
Customized Meals,
Supplementation,
Super Foods.
NUTRITIONAL
M
Meditation, Mind
Body, Holistic,
Sustainability.
MINDFULNESS
F
Activity, Exercise,
Wherever,
Whenever,
Convenience.
FITNESS
C
Community,
Entertainment,
Socialization.
CONNECTION
H
Longevity, Chronic
Disease, Primary
Prevention,
Intervention.
HEALTH CARE
“BETTERMENT”
INTERCONNECTED
DYNAMICS FOR NEW
BUSINESS MODELS BASED
ON MEGATRENDS
WHAT IS THE MARKET ? NEW COMBINATIONS
@bryankorourke
W + F + N + D =
C + M + D =
F + D + W =

28. DOCTORS OFFER MEDICAL CARE

29. THIS OFFERS MEDICAL CARE

30. THIS OFFERS MEDICAL CARE

31. RESTAURANTS OFFER
DINNING EXPERIENCES

32. THIS OFFERS A DINING
EXPERIENCE

33. THIS OFFERS A DINING
EXPERIENCE

34. THIS OFFERS A TRANSPORTATION
EXPERIENCE

35. HEALTH CLUBS OFFER
HEALTH & FITNESS EXPERIENCES

36. THIS OFFERS
HEALTH & FITNESS EXPERIENCES

37. THIS OFFERS
HEALTH & FITNESS EXPERIENCES

38. SO DOES THIS

39. transformation

40. WHAT ARE BETTERMENT EXPERIENCES BECOMING?

41. HOW WILL SUCCESSFUL BRANDS OPERATE ?

42. DIGITAL FITNESS GLOBAL PENETRATION
521 MILLION USERS | 162 MILLION CLUBS

43. DIGITAL FITNESS $9 BILLION
HEALTH CLUBS $83 BILLION

44. DIGITAL FITNESS
LARGEST MARKET CHINA | US | INDIA

45. LEAP FROG EFFECT
CROSS BOARDER

46. THE
GREATEST
PRODUCTS
& SERVICES
HAVEN’T
BEEN
CREATED
YET

47. @bryankorourke 2018 47
THERE IS NOTHING MORE POWERFUL THAN A CHANGED MIND
BECAUSE WE SEE WHAT CAN BE POSSIBLE

48. P T
E G
P
PEOPLE
Employees, Partners, Customer, Communities
How They Think. What They Value.
What They Believe.
E
ECONOMICS
Business Sustainability For The Long Run.
What Are Operating Costs. Where Are Revenue
Opportunities. How Does Each Business
Compete.
T
TECHNOLOGIES
Leadership, Approach, and Execution.
Using Tech As A Tool And Transcending It.
G
GLOBALIZATION
Pubic Policy. Government Regulation.
Competition. Partnerships. New Markets.
@bryankorourke
CLOUDS PEOPLE
PARTNERS EMPLOYEES CUSTOMERS

49. DIZZYING DIVERSITY = PERSONALIZATION

50. THE RISE OF WOMENS INFLUENCE

51. THE MILLENNIAL MYTH

52. BIFURCATION OF ALL CONSUMER MARKETS

55. LUXURY PURCHASES 40% OF TRANSACTIONS BY 2020

56. transformation
CONVENIENCE THE NEW CURRENCY

57. CONVENIENCE NEW CURRENCY
AIRPORT FITNESS CENTERS

58. HEAD IN THE CLOUDS OPPORTUNITY

59. HEAD IN THE CLOUDS OPPORTUNITY

60. HEAD IN THE CLOUDS OPPORTUNITY

61. P
PERSONAL
TARGET MESSAGES
TO SPECIFIC USERS.
CREATE LOYALTY.
E
EASY
FRICTIONLESS
BUYING, SIMPLE
FAST FUNCTIONAL
F
FACILITATE
MAKE BUYING
SERVICES ACROSS
PLATFORMS WORK
S
STRATEGIC
INVEST IN WHERE
THINGS ARE
HEADING. VIDEO,
MOBILE
O
OMNICHANNEL
Lorem ipsum dolor sit
amet, consectetuer
adipiscing elit, sed diam
nonummy nib folor sit.
5 KEYS TO RETENTION IN THE NEW ERA

62. P
PERSONAL
TARGET MESSAGES
TO SPECIFIC USERS.
CREATE LOYALTY.
PERSONALIZATION AT THE FUEL BAR

63. E
EASY
FRICTIONLESS
BUYING, SIMPLE
FAST FUNCTIONAL
FRICTIONLESS AT SOUL CYCLE

64. F
FACILITATE
MAKE BUYING
SERVICES ACROSS
PLATFORMS WORK
ACCESS ACROSS CHANNELS WITH RESERVE

65. S
STRATEGIC
INVEST IN WHERE
THINGS ARE
HEADING. VIDEO,
MOBILE
MCFIT GIRLS FITNESS DAY 2017

66. O
OMNICHANNEL
WHENEVER AND
WHEREVER THE
CUSTOMER WANTS
OMNICHANNEL AND BACK TO BRICKS AND MORTAR

68. B O
S A
B
BUSINESS MODEL SUSTAINABILITY
How Do You Really Make Money Now And In
the Long Term. Costs, Revenues Markets
KPIS.
S
SERVICES
What Are You In The Business Of Delivering
Actually. Programming, Services, Digital
Physical.
O
OMNICHANNEL
Deft Integration Of Business Online And
Offline Easily And Seamlessly.
A
ASTHETIC UX
Forging Emotional Bonds. Creating Beautiful
Distinctive Experiences In Facility And
Outside..
@bryankorourke
CLOUD MEETS DIRT : EXECUTION

69. P T
E G
P
PEOPLE
Employees, Partners, Customer, Communities
How They Think. What They Value.
What They Believe.
E
ECONOMICS
Business Sustainability For The Long Run.
What Are Operating Costs. Where Are
Revenue Opportunities. How Does Each
Business Compete.
T
TECHNOLOGIES
Leadership, Approach, and Execution.
Using Tech As A Tool And Transcending It.
G
GLOBALIZATION
Pubic Policy. Government Regulation.
Competition. Partnerships. New Markets.
@bryankorourke
TRANSFORMATION : TECHNOLOGY

70. “A YEAR OF
ADJUSTED
EXPECTATIONS
IN 2018”
FACEBOOK
TECH = TOOL

71. CAN WE SEE WHAT IS AHEAD ?

72. @Bryankorourke @Kevin2Kelly
FREE COPY OF THE BOOK

73. Kevin Kelly’s View Of What Will Happen With Technology
12 Inevitable Forces
73
01 Becoming 02 Cognifying 03 Flowing
04 Screening 05 Accessing 06 Sharing
Move from fixed products to
constant upgraded services and
subscriptions.
Make everything smarter via
cheap AI from the cloud.
Unstoppable streaming. You are
certainly now in the data
business.
Turning all surfaces into screen
experiences.
Access to services at all times
move away from owning assets.
Mass-scale collaboration. Key
innovations built on sharing.
BE CO FL
SC AC SH

74. 12 Inevitable Forces
74
07 Filtering 08 Remixing 09 Interacting
10 Tracking 11 Questioning 12 Beginning
Harnessing intense
personalization to anticipate
desires.
Unbundling products and basic
parts and recombining them in all
possible ways.
Immersing ourselves inside
computers to maximize
engagement.
Total surveillance for consumer
and citizens benefit.
Promoting good questions is far
more valuable than good
answers.
A system connecting all humans
and machines in a global mix.
Kevin Kelly’s View Of What Will Happen With Technology
FI RE IN
TR QU BG

75. SCREEN

76. AC & CO

78. INTERNET OF EVERYTHING

79. HARDWARE AS A SERVICE
CONTENT AS A SERVICE

80. SENSORS

81. CHANGES COMING FOR
SMARTPHONE INTERFACE & APPS

82. SENSORS

84. VR | AR
IMMERSION
INTO DIGITAL

85. CYBER PHYSICAL SYSTEM : THE HOLOS

86. 86
Michael Doe
IMAGE
PLACEHOLDER
Jonathan Harris
IMAGE
PLACEHOLDER
Erica Doe
AUTOMATION ENTERPRISE PLATFORM SENSORS - DATA HUMAN CAPITAL
THE EXECUTION ENGINES : CLOUDS MEET DIRT
IMAGE
PLACEHOLDER
Jeniffer Thompson

87. P T
E G
P
PEOPLE
Employees, Partners, Customer, Communities
How They Think. What They Value.
What They Believe.
E
ECONOMICS
Business Sustainability For The Long Run.
What Are Operating Costs. Where Are Revenue
Opportunities. How Does Each Business
Compete.
T
TECHNOLOGIES
Leadership, Approach, and Execution.
Using Tech As A Tool And Transcending It.
G
GLOBALIZATION
Pubic Policy. Government Regulation.
Competition. Partnerships. New Markets.
@bryankorourke
WHAT’S NEXT ? ECONOMICS : CLOUDS MEET DIRT

88. WE HAVEN’T SEEN ANYTHING YET
DIGITAL MASTERS WILL WIN

89. LONG TERM ECONOMICS = SUSTAINABILITY
LONG TERM OPERATING COSTS | REVENUES

90. VEDERE VENTURES | INTEGERUS ADVISORS
RobertJDyer.com | BryanKORourke.com
State Of The US Health Club Industry 2017© 2017 All Rights Reserved 90
Institutional Capital Accelerating Rate Of Change
Significant Capital Has Funded Expansion Of The Boutique Arena.
IMAGE
Bar Method
Mainsail Partners
Barry’s Bootcamp
North Castle Partners
IMAGE
Pure Barre, Core Power Yoga, Bodytech
Carterton Partners
IMAGE
Class Pass
Google Ventures, General Catalyst, Thrive
IMAGE
Flywheel, FlyBarre
WJ Parters
IMAGE
Orange Theory
Roark Capital
Pure Yoga, SoulCycle
Equinox, The Related Companies
YogaWorks
Great Hill Partners

91. VEDERE VENTURES | INTEGERUS ADVISORS
RobertJDyer.com | BryanKORourke.com
State Of The US Health Club Industry 2017© 2017 All Rights Reserved 91
Institutional Capital Accelerating Rate Of Change
Significant Capital Has Funded Expansion Of The Budget Arena.
Blink
Equinox, The Related Companies
Chuze Fitness
Main Post Partners
The Edge Fitness
Northeast Equity Partners
Fitness Connection
LNK Partners
Planet Fitness
TSG Consumer Partners
PUREGYM
Leonard Green
YouFit
PWP Growth Equity

92. FITNESS TECHNOLOGY EXPLOSION

93. #MINDSET OLD MODEL OF VALUE CREATION
CUSTOMERS
TRANSACTIONS / $

94. #MINDSET NEW MODEL OF VALUE CREATION
HIGHEST RETENTION POTENTIAL
RECEPTORS
COGNITION

96. S CURVE REINVENTION
TRANSFORMATION IS
THE NEW NORMAL

97. @JOSHLINKNER
@BRYANKOROURKE

98. LEARN MORE ABOUT HOW
@BRYANKOROURKE | BRYANKOROURKE.COM
BRYANKOROURKE@GMAIL.COM @FITTECHCOUNCIL

99. W
Consumer Wear
Including Jewelry,
Footwear, Clothing,
Fashion.
WEARABLE
D
Technology Is
Ubiquitous Like The
Air We Breathe In
24-7 Connected Life.
DIGITAL
N
Organic, Non-GMO,
Customized Meals,
Supplementation,
Super Foods.
NUTRITIONAL
M
Meditation, Mind
Body, Holistic,
Sustainability.
MINDFULNESS
F
Activity, Exercise,
Wherever,
Whenever,
Convenience.
FITNESS
C
Community,
Entertainment,
Socialization.
CONNECTION
H
Longevity, Chronic
Disease, Primary
Prevention,
Intervention.
HEALTH CARE
“BETTERMENT”
INTERCONNECTED
DYNAMICS FOR NEW
BUSINESS MODELS BASED
ON MEGATRENDS
WHAT IS THE MARKET ? NEW COMBINATIONS
@bryankorourke copyright bryan k. orourke 2017
W + F + N + D =
C + M + D =
F + D + W =

100. transformation

101. transformation

102. transformation

103. transformation
COMMUNITY | ENTERTAINMENT
TOP GOLF

104. MINDFULNESS SOMADOME

105. EQUINOX FITNESS HOTELS

106. THE LIFE CYCLE IS FASTER REBIRTH
ITS GOING TO GET HARDER

107. THE GREATEST TIME
EVER TO BE IN OUR INDUSTRY
IF YOU UNDERSTAND WHERE
ITS GOING (CLOUDS)

108. P T
E G
P
PEOPLE
Employees, Partners, Customer, Communities
How They Think. What They Value.
What They Believe.
E
ECONOMICS
Business Sustainability For The Long Run.
What Are Operating Costs. Where Are Revenue
Opportunities. How Does Each Business
Compete.
T
TECHNOLOGIES
Leadership, Approach, and Execution.
Using Tech As A Tool And Transcending It.
G
GLOBALIZATION
Pubic Policy. Government Regulation.
Competition. Partnerships. New Markets.
@bryankorourke
TRANSFORMATION : CONVERGENCE CHANGING EVERYTHING
GLOBALIZATION

109. GLOBAL SICK CARE CRISIS

110. LEAP FROG EFFECT
ERA OF MASSIVE INNOVATION

112. FUCK
THE
MIDDLE
ENCOURAGEMENT AND BELIEF IN WHAT’S POSSIBLE

113. WHERE TO PLAY AND HOW TO WIN
LESS THAN 15% OF COMPANIES HAVE A REAL STRATEGY

114. ACQUISITION & RETENTION ARE OUTCOMES

115. AND THIS IS THE
GREATEST TIME
EVER TO BE IN OUR
INDUSTRY IF YOU
UNDERSTAND
WHERE IT GOING

116. CONTROLLING TO EMPOWERING
In The New Era Of Openness Telling People What To Do Is
Not As Effective As Inspiring And Connecting Purpose.
PLANNING TO EXPERIMENTATION
The Only Way To Learn The New Is To Try Things
Work On An 80-20 Ratio Of Existing And New Business
PRIVACY TO TRANSPARENCY
Opening Information To All Enables The Other 5 Keys To
Flourish In The New Era.
PREDICTABLE TO UNPREDICTABLE
The Past Is Not Predictor For The Future.
Assumption To Knowledge Ratios Have Changed.
PROFIT TO PURPOSE
Short Term Aims Undermine Long Term Value.
Attracting Customers And Partners Takes A Vision
HIERARCHIES TO NETWORKS
Interoperable Organization Leverage Capacities Better
Results Through Collaboration.
AND YOU’VE ADOPTED THE RIGHT MINDSET

117. P T
E G
P
PEOPLE
Employees, Partners, Customer, Communities
How They Think. What They Value.
What They Believe.
E
ECONOMICS
Business Sustainability For The Long Run.
What Are Operating Costs. Where Are Revenue
Opportunities. How Does Each Business
Compete.
T
TECHNOLOGIES
Leadership, Approach, and Execution.
Using Tech As A Tool And Transcending It.
G
GLOBALIZATION
Pubic Policy. Government Regulation.
Competition. Partnerships. New Markets.
@bryankorourke
CLOUDS : HOW DO WE STRATEGIZE AMIDST CHANGE

118. B O
S A
B
BUSINESS MODEL SUSTAINABILITY
How Do You Really Make Money Now And In the
Long Term. Costs, Revenues Markets KPIS.
S
SERVICES
What Are You In The Business Of Delivering
Actually. Programming, Services, Products, Digital
Physical.
O
OMNICHANNEL
Deft Integration Of Business Online And Offline
Easily And Seamlessly.
A
ASTHETIC UX
Forging Emotional Bonds. Creating Beautiful
Distinctive Experiences In Facility And Outside..
@bryankorourke copyright bryan k. orourke 2017
DIMENSIONS OF EXECUTION FOR BRICKS AND MORTAR FITNESS

119. 119
Michael Doe
IMAGE
PLACEHOLDER
Jonathan Harris
IMAGE
PLACEHOLDER
Erica Doe
AUTOMATION ENTERPRISE PLATFORM SENSORS - DATA HUMAN CAPITAL
THE DIRT : EXECUTION ENGINES
IMAGE
PLACEHOLDER
Jeniffer Thompson

120. W
Consumer Wear
Including Jewelry,
Footwear, Clothing,
Fashion.
WEARABLE
D
Technology Is
Ubiquitous Like The
Air We Breathe In
24-7 Connected Life.
DIGITAL
N
Organic, Non-GMO,
Customized Meals,
Supplementation,
Super Foods.
NUTRITIONAL
M
Meditation, Mind
Body, Holistic,
Sustainability.
MINDFULNESS
F
Activity, Exercise,
Wherever,
Whenever,
Convenience.
FITNESS
C
Community,
Entertainment,
Socialization.
CONNECTION
H
Longevity, Chronic
Disease, Primary
Prevention,
Intervention.
HEALTH CARE
“BETTERMENT”
INTERCONNECTED
DYNAMICS FOR NEW
BUSINESS MODELS BASED
ON MEGATRENDS
WHAT IS THE MARKET ? ARENAS VS INDUSTRIES
@bryankorourke
W + F + N + D =
C + M + D =

121. S CURVE REINVENTION
TRANSFORMATION IS
THE NEW NORMAL

122. @JOSHLINKNER

123. GLOBAL SICK CARE CRISIS

124. LEAP FROG EFFECT

125. THE
GREATEST
PRODUCTS
& SERVICES
HAVEN’T
BEEN
CREATED
YET
WE ARE IN THE TRANSFORMATION ERA

126. CAN YOU SEE IT ? DO YOU BELIEVE ?

127. @bryankrorourke april 2018