The Fitness Trend Report on NEWISM for 2013 and Beyond


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What is new is hot in the fitness business. Six drivers are making NEWISM an important trend in the fitness industry and major brands are taking advantage of it. From Fresh Fitness to Les Mills, the industry is being reshaped and NEWISM is a big part of it.

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The Fitness Trend Report on NEWISM for 2013 and Beyond

  1. 1. 6 Forces Making NEWISM Relevant:NEWISM More than ever, consumers lust after the new. Here’s why that spells heaven or hell for fitness brands. BRYAN K. O’ROURKE | October 2012 Significant Trends In Health & Fitness for 2013 & Beyond
  2. 2. NEWISM introduction and thank you October 2012Greetings,Thanks for checking out this overview of an important trend called NEWISM.Six driving forces are making NEWISM relevant to the fitness industry. I share examples of these inthis presentation, but there are many more. Stay tuned for additional articles and information thattouch on these and other important trends at For updates follow me on yourfavorite social networks. The fitness industry is changing and its an exciting time to be involved.Please feel free to share this trend deck with your organization, colleagues and via social media. Iam very interested to learn your thoughts and really appreciate your taking the time to review theinformation. If I can be of any help just let me know.All the best, @bryankorourke BRYAN K. O’ROURKE2 |
  3. 3. NEWISM what is fresh is good@bryankorourke 3 Why ? “NEW” has never been hotter in health and fitness
  4. 4. NEWISM creates excitement and happiness@bryankorourke 4 Why ? “New” the very notion is a positive one
  5. 5. NEWISM is unfamiliar and impactful@bryankorourke 5 Why ? “NEW” is about BETTER MORE INTERESTING EXPERIENCES
  6. 6. NEWISM creates opportunity and adversity “Brands will be built and others will fall on the backs of these trends.” 6 DRIVERS OF NEWISM The 6 drivers that are making NEWISM relevant are:@bryankorourke 6 Some Brands Will Take Advantage And Others Will Suffer
  7. 7. NEWISM challenges the past 1 CREATIVE DESTRUCTION From micro-gyms to budget clubs, NEW delivery models, including digital fitness, are taking market share from traditional health clubs. At the same time the health care delivery system is being revolutionized through economic and technological innovations. This is creating a new era. The pace of NEW creation is outstripping the pace of destruction, and its only the beginning of a sea change occurring throughout many industries. 2 million patents were applied for in 2010@bryankorourke1. CREATIVE is OUTPACING DESTRUCTION 7
  8. 8. NEWISM is faster and faster 2 FROM IDEA TO LAUNCH IN DAYS Pebble is a customizable watch. Users download new watchfaces, use sports and fitness apps, get notifications from their phones. It received $10 Million in 37 days via Kickstarter. Kickstarter enables any one to test, fund and launch an idea.@bryankorourke2. FSTR - Excitement and Attention are Accelerating 8
  9. 9. NEWISM unique combinations in less time 3 Experiences that few others can or have@bryankorourke had is a sure-fire status symbol3. EXPERIENCE CRAMMING - HIT, MUDD RACING 9
  10. 10. NEWISM is social status: klout 4 “Social status comes from being ‘in-the- know’, and being part of the NEW.” Nike launched a number of highly collectible limited edition@bryankorourke sneakers using a Twitter reservation system4. STATUS STREAM - CONSUMERS and SOCIAL MEDIA 10
  11. 11. NEWISM reduces the risk of trying 5 See or Hear; Check Reviews; Try for FREE@bryankorourke5. TRYSUMERS - LESS COMMITMENT and LOWER COST 11
  12. 12. NEWISM delivers stuff in new ways 6 Technology enables new ways of consuming either in the digital or physical worlds . Novel online and mobile platforms offer consumers the ability to trade in, upgrade, or engage in entirely new ways. YOU’VE SEEN THE 6 DRIVERS Now for caveats and implications@bryankorourke6. TO HAVE IS TO (H)OLD - STUFF NOT REQUIRED 12
  13. 13. NEWISM isn’t everything Not all consumer attention will be focused on the new. Endless value in comfort, tradition and heritage brands will remain. No trend applies to all consumers, all of the time, and the ‘NEW’ doesn’t always kill the old.@bryankorourkeWhat NEWISM is NOT - ALWAYS RELEVANT 13
  14. 14. NEWISM thank you and please shareThanks again for checking out the NEWISM trend. What do you think ?Creative destruction, hyper-competition, globalism, and consumerism on steroids is whatNEWISM is all about and the 6 drivers of this trend aren’t going away. For brands andorganizations it boils down to capturing and holding consumers’ attention. Whileattention spans are shortening, the rewards of dialing into NEWISM can be instant andmassive. Those who prepare will be richly rewarded, those who don’t may face greatdifficulties. Please share your thoughts and if I can be of any assistance let me know.All the best, @bryankorourke BRYAN K. O’ROURKE | trendwatching.comIMPLICATIONS 14