From my 2012 Report on 12 interesting trends fitness and health club leaders and brands should be watching, this deck addresses the single trend of Point, Know and Buy. Check it out.

1. POINT-KNOW-BUY | BRYANKOROURKE.COM
From The Report 12 Interesting Trends To Keep An Eye On April 2012
1
How Will The Fitness & Health
Club Industry Be Revolutionized ?
From his 2012 FREE report “12 Interesting Trends
Health Club & Fitness Industry Leaders Should Keep
Thier Eyes On” comes this exploration by Bryan
O’Rourke and trendwatching of one of the most
profound trends to watch: Point, Know & Buy.
POINT | KNOW | BUY
bryankorourke.com
“The health club industry is troubled by many problems;
old and new. In a tapestry full of holes, Bryan O'Rourke is
an extraordinary modern solution-weaver. Get this report
and read it.” Michael Scott Scudder
Why infolusty, spontaneity-loving consumers will embrace instant visual information gratification.

2. INTRODUCTION
Bryan K. O’Rourke, MBA
www.bryankorourke.com
2012 The Point Know & Buy Trend
April 2012
April 1, 2012
Greetings ! Hopefully you are having a successful 2012. In the beginning of the year I shared
12 interesting trends that are revolutionizing the health club and fitness industry. In this
report, I focus on one of those 12 Trends: Point, Know & Buy. Technologies, namely
smartphone devices, and emerging consumers, like Millennials, are infolusty, spontaneity-
loving and embracing instant visual information gratification. So what does this all mean ?
Inside this report, I’ll share examples of specific applications and business models that are
emerging today to take advantage of this trend. Hopefully this will get you thinking about the
future of your business and how you can tap into the potential Point, Know & Buy is creating
for the health club and fitness industry.
If you’d like to discuss how these trends affect you or your business or if you just want to
share your views, please feel free to connect with me via my web site, social media or
directly at bryan@integerus.com.
Here’s to your success in 2012 and beyond !
Bryan O’Rourke
www.bryankorourke.com
2012 POINT | KNOW | BUY 2

3. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
The Convergence Of Mobility, Consumer
Expectations & Applications
3
Why infolusty, spontaneity-loving consumers will embrace instant visual information gratification.

4. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
Search and information is now abundantly available. The race is now on to make
instant visual search and information ubiquitous as well. Any real world object or
person will soon be able to be ‘known’ by on-the-go consumers equipped with
smart phones, which can be pointed at anything to retrieve or find related
information on a whim. And yes, commercial business models will emerge from that.
Definition POINT | KNOW | BUY 4

5. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
FUTURE
Health clubs & fitness brands are not immune from these trends. Some will have the vision
to seize the opportunities provided while others will ignore them at their own peril. The
possibilities are only limited by one’s imagination, and there are no clear cut answers.
Caveats and the Future POINT | KNOW | BUY 5

6. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
POINT-KNOW-BUY is still an emerging consumer trend. It’s important to remember that many of the
technologies are still developing, and there is still some way to go before the process becomes ubiquitous,
seamless and reliable. Consumer’s INFOLUST will only be truly satisfied when: It becomes possible to POINT-
KNOW-BUY almost any visual object – not just designated or coded ones;the software is seamlessly integrated
into devices, and doesn’t require dedicated apps; and image-audio recognition is able to cope with the real
world of poor lighting, background noise and angles. We’re getting there though. But first the tech platforms
of the now and the future that will enable full POINT-KNOW-BUY:
AN EMERGING TREND
Caveats and the Future POINT | KNOW | BUY 6

7. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
CAVEAT
You’ll Need Enabling Technology Platforms 7

8. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
EXAMPLES - THIS ISN’T SCIENCE FICTION
Application instantly translates printed words from one language to
another with your built-in video camera, in real time.
POINT | KNOW | BUY : APP EXAMPLES ARE HERE
WordLens, Schipol and Charles de Gaulle Airports 8

9. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
Point your smartphone at a leaf and learn about a tree, raise your
smartpone to the night sky and find out anything you want to know
about the stars.
POINT | KNOW | BUY : APP EXAMPLES ARE HERE
Leafsnap, Skymap, Star Chart and Star Walk 9

10. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
PittPatt, recently acquired by Google, enables face recognition.
Golfscape provides augmeneted reality for 35,000 gold courses
around the world.
POINT | KNOW | BUY : APP EXAMPLES ARE HERE
Golfscape, PittPatt and Google 10

11. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
Applications don’t just rely on visual search, they also utilize sounds
like bird calls and music. New ways to conect the physical and
digital worlds enable incredible possibilites.
POINT | KNOW | BUY : SOME RELY ON SOUND
Shazam and WeBIRD - Search & Sound 11

12. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
Available on smartphones, these apps are created out of technology that images,
symbols and objects in the real world and understanding them. It can then deliver
content in real time, including videos, animations, audio or webpages. Using a
smartphone's camera, GPS, compass, accelerometer and internet connection, the
technology combines image recognition and a conceptual understanding of the 3D
world to recognize objects and images and seamlessly merge augmented reality
actions into the scene.
Augemented Reality Platforms : Aurasma and Metaio 12

13. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
VizWiz is an iPhone app that allows blind users to receive quick
answers to questions about their surroundings.
Blippar™ is an image-recognition phone app that brings to life
brands with augmented reality experiences and content. Are you
thinking about engaging your customers in this new world ?
VizWiz, Heinz and Blippar : Augmented Reality 13

14. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
PHYSICAL + DIGITAL
Skin Scan Utilizes
Smartphone Technology
And Fractal Analysis To
Evaluate Skin Legions
Automatically.
2012 POINT | KNOW | BUY
Skin Scan - DIY Health Apps 14

15. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
Mobile Apps And Smartphones Meet Crowdsourcing And Social Media.
See Something You Like And Want It ? These Apps Find It For You.
WhereToGet.It and Fashiontag : Biz Models 15

16. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
Users access digital information attached to objects without the
need for special tags or packaging. Is your brand’s logo tied to
virtual information that lead to engagement and sales ?
Google, Layar and Telefonica 16

17. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
Amazon’s Flow app features continuous scanning technology. As soon as users point their
phone at books, games, DVDs or CDs, information appears instantly; including media clips,
reviews and purchase information. In November 2011, eBay’s CEO John Donahoe announced
that image recognition would be a key feature of eBay’s future mobile applications. Users
would be able to take photos of real world objects and find similar items for sale on eBay.
Seemless information to purchase is emerging.
Amazon and eBay : How Much Can I Get It For ? 17

18. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
Adidas’ app can take a photo of any Adidas sneaker and have it scanned against the brand’s
range to find the closest match, product information and local stockists. Wine lovers can use
the Snooth Wine Pro app to snap pictures of wine labels which are matched against the site’s
database. Users can view reviews, find local stockists, check prices and purchase online.
Snooth & Adidas - Search To BUY 18

19. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
What Does It Mean ?
Huge opportunities are being created where consumers
are able to learn and buy at the moment of discovery.
The purchase process will become more convenient and
transparent; from reviews and price comparisons to
smoother check-outs and follow up engagement.
MOBILE COMMERCE : BUY 19

20. POINT-KNOW-BUY | BRYANKOROURKE.COM
From One Of The 12 Key Trends To Keep An Eye On April 2012
The Fitness & Health Club Industry Will
Be Revolutionized. Are You Prepared ?
This report is designed to help you think about how the world is changing as the
result of rapidly advancing technology and changing consumers. Given the Point-
Know-Buy trend, I am advising fitness and health club industry leaders and brands to
start thinking about these four important matters:
1. Technology Platforms
2. New Age Customer Engagement
3. Mobile Strategies
4. Mobile Commerce
If these topics aren’t part of your agenda today, they should be. My associates and I
are here to help and hope that you found this information beneficial and interesting.
Sincerely,
Bryan K. O’Rourke | bryankorourke.com
Opportunities & Recommendations 20