Change Or Die 2012 - 9 Things Fitness Leaders And Brands Must Do

Introduction - Change or Die 20129 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & FlourishI’ve had the privilege to hear from and engage with thousands of leaders in the fitness, health club and wellnessindustry during the past several years. From CEO’s of global brands, to trainers, health club owners, suppliers andeducators in the U.S. and across the globe. The industry is going through a lot of change and trying to challengecommon views is hard because many don’t think there are big problems, nor do they believe wholesale change isupon them. I don’t agree (to understand why watch this). It is my belief that the global health and fitness industry isgoing through a period of great disruption, hence the image of a lion attempting to eat a zebra on the previous page.For those who agree the future will entail tremendous change, the most common questions raised during ourconversations are: “How do we respond? How do we deal with it? What should we do?” These are good questionsand they deserve answers.Good answers are hard to share because there are a variety of implications for each business, person or institution.As a result I’ve prepared this brief outline of what I believe each and every participant should contemplate aboutwhat must be done differently when it comes to surviving now and succeeding in the future. Remember, as much astremendous change and disruption can create pain for those firmly planted in the present and past, so will it createnew opportunities for those with an eye to the future.Hopefully this content will provide a construct to help those who’ve asked these questions and to create a dialogueabout what can be done to make the future brighter for us all. For me that future is one where health, fitness andwellness become more attainable for all people across the globe, thus improving the quality of hundreds of millionsof lives. Most importantly, that professionals like you are the ones contributing the most to that future.Please tell me what you think about the 9 things we should do. I look forward to hearing your point of view.Bryan O’Rourkewww.bryankorourke.com @bryankorourke January 2012 2

9 Things Fitness Industry Leaders &Change Or Die Brands Must Do To Avoid Extinction & Flourish begin by accepting..... It Is THE END OF BUSINESS, as usual..... www.endofbusiness.comBryan K. O’Rourke - CEO Integerus©2012 | www.bryankorourke.com 3

9 Things Fitness Industry Leaders &Change Or Die Brands Must Do To Avoid Extinction & Flourish Its about the CUSTOMER stupidThings HAVE Changed 4

The 9 Things Fitness Industry LeadersChange Or Die & Brands Must Do To Avoid Extinction & Flourish“Its not the strongestspecies that survive,nor the most intelligent,but the ones mostresponsive to change.”-Charles DarwinA bright future requires Bryan K. O’Rourke - CEO Integerusadaptation..... 5 ©2012 | www.bryankorourke.com

I. LEADERSHIP | Eliminate Dogma & Outdated Thinking same old leaders, same old issues Leaders Must Accept Things HAVE Really Changed. If They Don’t, They Need To Go. Relying On A Glorious Past & Defending The Status Quo Doesn’t Won’t Get Us Anywhere.7 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

II. Identify And ENABLE EVANGELISTS Organizations Need HERO’S To Reject The Status Quo & Usher In The New. We Need More People From OUTSIDE The Industry With Different Views .8 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & BrandsKeys To Building A Social Fitness Business 9 Must Do To Avoid Extinction & Flourish

III. STOP Using OLD SCHOOL Tactics (particularly marketing) Move From An OUTBOUND To An INBOUND Philosophy. People Can’t Be Tricked Anymore. Listen Or Perish.TRICKY MARKETING NEEDS TO GO9 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

IV. TRULY SERVE Your COMMUNITY Create & Share Powerful Ideas That Solve Big Problems In Exceptional Ways. WOW do good, GiVE Bryan K. O’Rourke, CEO Integerus 10 9 Keys To Building A Social Fitness Business Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

V. Generate & Share Valuable INFORMATION BUILD TRUST Teach, Inform, Share, Learn, BE REAL. DO NOT Hide, Manipulate Or Deceive11 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

VI. Adopt SOCIAL ENTERPRISE PLATFORM | MOSOLO be OpEN The Enterprise Platform Is YourFuture. Move Tech Out Of The Realm Of The Few & Open It To The Many. Be MOBILE, SOCIAL & LOCAL 12 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

VII. Involve ALL Stakeholders Collaborate With SUPPLIERS, EMPLOYEES, Shareholders, Customers, & Communities. Really LISTEN To All Who Will Share & Let Them Help You Create The Future.13 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

VIII. TRAIN & TEACH People The New Disciplines Nurture The New Vision And Teach The New Disciplines 14 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

IX. Align With Partners That Share The New Mindset Culture Eats Strategy For Breakfast. Make Sure Your Partners Agree That Its The End Of Business As Usual.15 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

2012Change Or Die Please share your thoughts. What you have to say is important ! - @bryankorourkeBryan K. O’Rourke - CEO Integerus 9 Things Fitness Industry©2012 | www.bryankorourke.com Leaders & Brands Must Do To January 2012 16 Avoid Extinction & Flourish

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Change Or Die 2012 - 9 Things Fitness Leaders And Brands Must Do

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