2012 Trend Report - What Health And Fitness Leaders Should Keep Their Eyes On

THE TREND REPORT FOR 2012 AND BEYOND 12 Interesting Trends That Health & Fitness Leaders Should Be Closely WatchingBryan K. O’Rourke, MBAwww.bryankorourke.com 1

INTRODUCTION Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsJanuary 1, 2012Greetings and thank you for taking time to review this compilation of 12 key trends that arechanging business and ultimately the health and fitness industry for many years to come.Included are examples of a variety of industries including health & fitness.From the emerging BRIC economies, to shifting consumer expectations and evolving businessmodels driven by a number of factors, the industry is changing. Successful participants willbase their strategies on this emerging future. Hopefully you’ll find this content stimulating asyou formulate how to best compete in the long-term. Keep in mind trends 11 and 12, as theseforces have yet to be felt by many. The trick is spotting those that will eventually be adoptedby the majority.If you’d like to discuss how these trends affect you or your business or if you just want to shareyour views, please feel free to connect with me via my web site, social media or directly atbryan@integerus.com.Here’s to your success in 2012 and beyond !Bryan O’RourkeBryan K. O’Rourke, MBA 2www.bryankorourke.com 2012

2012 TRENDS Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends1. EMERGINGRED CARPET / MADE FOR BRIC / NOT THE END OF THE WEST2. HUMAN FEELFLAWSOME / BETA BUZZ / MATURIALISM3. CITY LIGHTSURBANIZED / SOLITUDE4. RIGHT HERE RIGHT NOWMOBILE TIPPING POINT / MASS MINGLING5. DECIDE & DISCOVERTHE F-FACTOR / DATA DIVINITY / PERFECT STRANGERS6. SEAMLESSOFF =ON / SYNCED SERVICES / CASH-LESSBryan K. O’Rourke, MBA 3www.bryankorourke.com

2012 TRENDS Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends 7. KNOWN POINT & KNOW / SEE-HEAR -BUY / DIY HEALTH 8. INTERACT SCREEN CULTURE / INTERACTVERTISING / PLAY YOUR PART 9. PRICE DEALER-CHIC / DYNAMIC DISCOUNTS / INCOMPARABLE 10. ECO ECO-SUPERIOR / ECO–ICONIC / ECO+ 11. ENDURING PREVIOUS TRENDS ARE STILL GOING STRONG 12. MASS MANY CUSTOMERS ARE NOT EXPERIENCING 2012 TRENDS YETBryan K. O’Rourke, MBA 4www.bryankorourke.com 2012

HEALTH & FITNESS INDUSTRY TREND REPORT 20121.EMERGINGCatering to hundreds of millions of newly “emerged”consumers will be increasingly important. Businesses arerolling out the Red Carpet for Chinese and Asian tourists,brands are increasingly being designed for BRIC nationsand products and services from or in emerging marketsare competing with Western counterparts. The healthand fitness industry will also become increasingly global.Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 5

RED CARPET Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends Catering To Asia “Chinese residents made over 30 million overseas trips in the first half of 2011 alone, up 20% since 2010. By comparison, US citizens were only expected to make 28.5 million overseas trips by air during the whole of 2010.”Chinese Tourist Are Big Business 6

RED CARPET Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends Thoughtful Brands Are Mindful Of The Emerging Market ConsumerLufthansa: Chinese Flight Attendants & More 7

MADE FOR BRIC Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends MOSCOW AND BEYOND Expansion in BRIC Nations Key For Growing Health Club BrandsBrands Recognizes Emerging Opportunities 8

NOT THE END Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends An Increasingly Global Playing Field. Just the rise of the rest.....Of The WEST.... 9

HEALTH & FITNESS INDUSTRY TREND REPORT 20122. HUMANConsumers are becoming more aware that personalityand profit can be compatible. They will be less tolerantof self-serving, bland or inflexible brands. Honesty aboutflaws, working with customers, and being frank are a fewways brands can humanize.Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 10

Bryan K. O’Rourke, MBA EMBEDDED GENEROSITY www.bryankorourke.com 2012 Health & Fitness TrendsFitforgood: health & fitness for needy in AU 11

Bryan K. O’Rourke, MBAEMBEDDED GENEROSITY www.bryankorourke.com 2012 Health & Fitness TrendsJapanese Red Cross & Coca-Cola: vending & donations 12

FREE LOVE Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsIHRSA : Gym Membership For Veterans & Families 13

BRAND BUTLERS Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsEQUINOX - Inspire & Connect 14

REAL Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsEquinox: Real Tweets by Real People 15

Bryan K. O’Rourke, MBARANDOM ACTS OF KINDNESS www.bryankorourke.com 2012 Health & Fitness TrendsInterflora: random gestures via Twitter 16

FLAWSOME Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends admit it, your not perfectDomino’s: Times Square live feedback 17

FLAWSOME Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsQantas: free apology flights 18

BETA BUZZ Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsBMW Electronauts 19

MATURIALISM Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsBen & Jerry’s 20

MATURIALISM Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsBoy George Twitter rant 21

MATURIALISM Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsApple: Siri 22

HEALTH & FITNESS INDUSTRY TREND REPORT 20123.CITY LIGHTSMore sophisticated urban consumers are emerging - fromLos Angeles to Hong Kong to Moscow. They are becomingmore demanding, open-minded, connected, spontaneousand try-out prone. These CITYSUMERS are a large shareof global markets and can be reached with dedicatedproducts and services or tapped into with a desire forSOLITUDE as a temporary escape.Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 23

URBANIZED Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends Brands will seek to address Urban lifestyle needs including clothing, workout aparrell and devices.Levi’s: commuter jeans 24

URBANIZED Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends Farmer’s markets, self produced foods, organic foods “67% of urban consumers identify themselves with their city, almost equally as many as the 69% that identify themselves with their nation.”Hyundai: Kitchen Nano Garden 25

URBANIZED Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsUrban Outdoor Using ViPR Equipment 26

URBANIZED Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsEquinox’s Blink Fitness: HVLC Gym 27

URBANIZED Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsAdidas: District vs District 28

SOLITUDE Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsMIND BODY: A Reprieve From Urban World 29

HEALTH & FITNESS INDUSTRY TREND REPORT 20124. RIGHT HERE RIGHT NOWA Mobile Tipping point has arrived , with smartphones ,social networks, real-time, location based products andservices are mainstream and making instant gratificationachievable and expected. MASS MINGLING, thephenomenon of technology driven real-world meetupsand interactions are upon us. They will bolster groupfitness and create new experiences as well.Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 30

SIGN OF THE TIMES Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsMOBILE TIPPING POINT - INSTANT CONNECTION 31

MASS MINGLING Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsSkype & Groupme 32

MASS MINGLING Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsLive Well Fitness Flash Mob In Colorado 33

MASS MINGLING Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsGroup Fitness: social media connections 34

MASS MINGLING Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends24 Hour: prizes for checking-in with friends 35

MASS MINGLING Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsDiet & Fitness Apps ; Sharing and Motivation 36

HEALTH & FITNESS INDUSTRY TREND REPORT 20125. DECIDE & DISCOVERConsumer’s decisions and your fate are being decided bytips from friends, fans and followers (known as the “F”factor), more personalized suggestions (Data Divinity)finds from other taste twins (PERFECT STRANGERS) andrecommendations from novel curators. Everything BUTTRADITIONAL MARKETING will enable customers toDECIDE & DISCOVER new and better products andservices.Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 37

THE F-FACTOR Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends “83% of consumers would visit a website recommended by a friend on Facebook.”Friends Family and Followers Influence More 38

F-DISCOVERY Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsHealth Graph created by Runkeeper 39

F-DISCOVERY Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsBlinQ: view friends’ TV watching 40

F-RATED Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsFITNESS CONNECT: professionals verified & rated 41

F-RATED Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsCliq: view friends’ recommendations 42

DATA DIVINITY Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsGoogle Places: recommended for you 43

DATA DIVINITY Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsNess: personalized search results - fitness soon 44

Bryan K. O’Rourke, MBA PERFECT STRANGERS www.bryankorourke.com 2012 Health & Fitness TrendsTHEORY & Nectar & Pulse 45

Bryan K. O’Rourke, MBA PERFECT STRANGERS www.bryankorourke.com 2012 Health & Fitness TrendsStockTwits: connect like-minded investors 46

HEALTH & FITNESS INDUSTRY TREND REPORT 20126. SEAMLESSMore innovation and choice is leading to morecomplexity. Consumers will embrace services andproducts that remove or overcome complexity byeliminating barriers between the online and offline orbrands that combine strengths to give better service orconvenience.Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 47

OFF=ON Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsQR Code In Club Promotions 48

OFF=ON Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsFord Sync - Sync Car With Mobile Device 49

Bryan K. O’Rourke, MBA OFF=ON www.bryankorourke.com 2012 Health & Fitness TrendsSignage Brings Digital To Physical World 50

OFF=ON Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsHome Plus: shopping on the subway 51

SYNCED SERVICES Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsTomTom / TripAdvisor 52

SYNCED SERVICES Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsPT On The Net Mobile App - In Club Out Club 53

SYNCED SERVICES Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsFoursquare / Daily Deals 54

CASH-LESS Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsGoogle Wallet 55

CASH-LESS Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsSquare: accept credit cards via phone 56

Bryan K. O’Rourke, MBAREAL-WORLD LIKING www.bryankorourke.com 2012 Health & Fitness TrendsUshuaia Beach Hotel 57

Bryan K. O’Rourke, MBA REAL-WORLD LIKING www.bryankorourke.com 2012 Health & Fitness TrendsDiesel: in-store to Facebook 58

HEALTH & FITNESS INDUSTRY TREND REPORT 20127. KNOWNPeople’s lust for information is never ending. Informationwill need to be accessed not just from text but visuallyfrom real world objects (POINT & KNOW). People’s healthand activity will be more tracked and managed (DIYHEALTH). Collective intelligence will become moreaccessible for the benefit of all.Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 59

POINT & KNOW Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsLayar 60

POINT & KNOW Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsLeafsnap: instant tree identification 61

POINT & KNOW Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsPittPatt: facial recognition software 62

SEE-HEAR-BUY Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsAmazon Flow - Integrating Instant Purchase 63

DIY HEALTH Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsSkin Scan - Take A Pic & Analyze 64

DIY HEALTH Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsLifelens: malaria diagnosis via smartphone 65

DIY HEALTH Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsHP & Healthstats: BPro blood pressure monitoring 66

BENCHMARKED LIFE Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsUnder Armour - Intelligent Clothing 67

HEALTH & FITNESS INDUSTRY TREND REPORT 20128. INTERACTThe Culture of the SCREEN will be more pervasive as newtechnologies enable more immersive experiences [PLAYYOUR PART & LIFE’S A PITCH]. Consumers will betouching, swiping, pinching and tapping both virtuallyand in the physical world.Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 68

SCREEN CULTURE Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsWimm Labs - Tiny Wearable Computer Platform 69

SCREEN CULTURE Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsHai Di Lao & Huawei: videoconferencing while you eat 70

SCREEN CULTURE Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsGOLD’s GYM | Kiosk Interface For Members 71

SCREEN CULTURE Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends “In the US 52% of children under eight have access to the latest mobile devices: 41% have access to a smartphone, 21% to a video iPod and 8% to an iPad or other tablet device.”8ta: ‘whispering windows’ 72

INTERACTVERTISING Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trendsvitaminwater: alternative energy 73

INTERACTVERTISING Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsAdidas: subway punch bags 74

PLAY YOUR PART Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsState Farm 75

PLAY YOUR PART Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsTopshop: virtual fitting room 76

LIFE’S A PITCH Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsPar-Tee 77

LIFE’S A PITCH Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsFord: test drive video games 78

LIFE’S A PITCH Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsCadbury: Qwak Smack 79

HEALTH & FITNESS INDUSTRY TREND REPORT 20129. PRICEPricing will be more complex, dynamic and personalized.Perfect your pricing considering trends like DEALER-CHIC,deals are becoming a way of life and status, DYNAMICDISCOUNTS, consumers enjoy ever-changing pricing.ELASTICITY STRETCHED means that low prices will nolonger be able to excuse poor quality.Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 80

DEALER-CHIC Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness Trends “79% of smartphone owners use their phones for shopping related activities, and of those nearly half (48%) use their phones to look for or use discounts and coupons.”SK Telecom: tablet-enabled shopping carts 81

DEALER-CHIC Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsSavored: no coupon dining deals 82

Bryan K. O’Rourke, MBA DEALER-CHIC www.bryankorourke.com 2012 Health & Fitness TrendsDibsie: curated deals to meet specific needs 83

Bryan K. O’Rourke, MBADYNAMIC DISCOUNTS www.bryankorourke.com 2012 Health & Fitness Trends “62% of US consumers rarely pay full price for clothing and 58% of UK consumers ‘don’t like paying full price for anything’.”ThinkNear - Where You Are Dictates Offers 84

INCOMPARABLE Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsApple - Incomparable 85

Bryan K. O’Rourke, MBAELASTICITY STRETCHED www.bryankorourke.com 2012 Health & Fitness Trends Members-only site where each travel deal is endorsed by the people. All hotels featured on SniqueAway have earned a minimum four-star rating classification and a minimum four out of five TripAdvisor review rating. Exclusive hi-end at low prices.TripAdvisor SniqueAway 86

HEALTH & FITNESS INDUSTRY TREND REPORT 201210. ECOMany areas of growth exist in this quest for a moresustainable society. Green products that are superior totheir polluting incumbents [ECO-SUPERIOR], productsthat improve their surroundings [ECO+], and city-focusedeco-solutions [ECO-URBAN].Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 87

ECO-SUPERIORNew Eco Superior Equipment In 2012 88

ECO-SUPERIORRalph Lauren: solar panel backpack 89

ECO+Tostem: ‘CO2 minus’ lifestyle 90

ECO+Coca-Cola & WWF: living billboard in Manila 91

ECO-MEEco fitness - where fitness meets the forest 92

ECO-MECHI Residences: air purifiers as standard 93

ECO-URBANBosco Verticale: wooded skyscraper 94

ECO-URBAN+POOL: swimming in New York’s East river 95

HEALTH & FITNESS INDUSTRY TREND REPORT 201211. ENDURINGTrends don’t reflect calendar years. Many trends fromprevious years continue to influence change. Shiftingdemographics [BOOMERS], customization, crowdsourcingand pop-up shops remaing rich sources of ready to applyinnovation.Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 96

MANSUMER Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsIKEA: ‘play space’ for men 97

FEMALE FEVER Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsPanasonic: beauty touch up controls 98

BOOMING Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsKyocera: remote assistance for seniors 99

FACILITATE Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsMember.ly: subscription platforms 100

CROWD EXPRESS Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsFiat Mio: crowdsourcing a car 101

CUSTOMYZED Bryan K. O’Rourke, MBA www.bryankorourke.com 2012 Health & Fitness TrendsKraft Foods: Make Your Face A Maynards 102

HEALTH & FITNESS INDUSTRY TREND REPORT 201212. MASSFor most consumers and most businesses MASS still rules.Many consumers and businesses aren’t YET experiencingthese TRENDS. The opportunity is to spot elements of thefringe that will be adopted by the majority who JUSTDON’T CARE about sustainability, health, or uniqueexperiences today, but will soon.Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends 103

Bryan K. O’Rourke, MBA MASS & DON’T CARE www.bryankorourke.com 2012 Health & Fitness TrendsBeijing Daxing Airport: biggest airport 104

Bryan K. O’Rourke, MBA MASS & DON’T CARE www.bryankorourke.com 2012 Health & Fitness TrendsWestfield Stratford: Biggest shopping center in Europe 105

Bryan K. O’Rourke, MBA MASS & DON’T CARE www.bryankorourke.com 2012 Health & Fitness TrendsKFC: Double Down ‘bread-free’ burger 106

Thanks For Reviewing The 12 TrendsFor 2012 And BeyondAbout the 2012 Trend ReportThis was prepared by Bryan O’Rourke using primary research in addition totrendwatching.com’s 2012 Trend research premium content. The Trend Report coversimportant consumer trends, insights and examples that should be on the mind of everybusiness professional’s radar in 2012. To learn more about trends in fitness, health clubs,wellness and technology, visit bryankorourke.com .About Bryan O’RourkeBryan is considered an expert in the health and fitness industry. He is a technologist,thought leader, financier, and shareholder in several fitness and health companies. Headvises numerous global brands, serves as a member of the GGFA Think Tank, is Chair of theMedical Fitness Association’s Education Committee and is a partner in Fitmarc, Integerus andThe Flywheel Group.More at www.bryankorourke.com 107

THE TREND REPORT FOR 2012 AND BEYOND 12 Interesting Trends That Health & Fitness Leaders Should Be Closely WatchingBryan K. O’Rourke, MBAwww.bryankorourke.com 108

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2012 Trend Report - What Health And Fitness Leaders Should Keep Their Eyes On

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2012 Trend Report - What Health And Fitness Leaders Should Keep Their Eyes On — Presentation Transcript