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      the revolution in fitness               What Does The
                        change is ahead
          what will the future look like ?   Future Hold ?   1
Progress
2
broad
  3
4
4
Key Trends

    5
Biz Models

    6
Innovation

    7
Predictions:
  Consumers & Facilities




            8
9
“change is the
      process by which
     the future invades
              our lives”


     Alvin Toffler


10
11   think different
12
13
Different

    14
<3>


      3        drivers




                         4
          15
<3>
 1
 DEMOGRAPHIC - CONSUMER SHIFTS




                             4
               16
<3>

 2
      GLOBALIZATION




                      4
            17
<3>

 3
      TECHNOLOGY




                   4
          18
DEMOGRAPHIC - CONSUMER SHIFTS




for more information read some of these books...   GLOBALIZATION
                                          19
1st
             key
      technology
          trends
            20
Prevalent Business Models & Trends - Emerging
 On line retail continues surge - fitness models follow
"People are just shifting their dollars to the
Web," said Sucharita Mulpuru, vice president
and principal analyst for Forrester Research 
Inc. Online retail sales will grow 10% a year for
the next five years, accounting for 53% of all
U.S. retail sales by 2014, according to Forrester
Research.




                                                    21
technology




how will it impact our lives & industry ?
                                  22
bryankorourke.com     The Future of the Fitness Industry




Technology: etymology greek - meaning skillful
application of an art. The practical application of
science in commerce or industry.
                        23
bryankorourke.com     The Future of the Fitness Industry


                    Gordon Moore
                    Co-Founder of Intel
                    Number of transistors on a chip
                    will double every two years.
                    “Moore’s Law”
   Technology: the pace of change is not linear its
   exponential. Adoption rate is increasing
   similarly.
                         24
bryankorourke.com   The Future of the Fitness Industry




 Law of accelerating returns . We are just seeing
         the start - “knee of the curve”
                       25
1,2,3,4,5,6,7,8,9,10.......


  2, 4, 16, 256............
              26
27
bryankorourke.com    The Future of the Fitness Industry


                    -Commercial Internet began
                    only 5,300 days ago
                    -Serves over 1.5 Billion people
                    -79% of US adult population
                    -40% of US consumers use
                    search engines for comparative
                    shopping
   Internet: The free exchange of information with
   limited constraints.
                        28
29
bryankorourke.com   The Future of the Fitness Industry




  The “Grid” Becoming 30
                       Increasingly Integrated
bryankorourke.com    The Future of the Fitness Industry




                             The ability to
                             increasingly and more
                             easily integrate
                             technology into daily life
                             is upon us.

   Devices - getting smaller and more powerful.
                        31
15 Billion
   by 2015




      32
bryankorourke.com   The Future of the Fitness Industry




                    Mobile Internet Access:
                    Pew - 56% of US Adults
                    Increase of 73% in 17 months



   Mobility: Communication & information when
   ever and where ever the customer wants it.
                       33
bryankorourke.com       The Future of the Fitness Industry




   Mobile speeds will increase ...........

                           34
bryankorourke.com      The Future of the Fitness Industry




                                     Web 3.0
                               the “Semantic” Web



   Internet will become more intelligent ...........
                          35
bryankorourke.com    The Future of the Fitness Industry




                    Outsourced Service Platforms
                    Salesforce.com


   Cloud Computing: Low cost ubiquitous storage
   and application deployment !
                        36
bryankorourke.com    The Future of the Fitness Industry




    explosion of interactive tools & platforms

                        37
bryankorourke.com   The Future of the Fitness Industry




                       38
39
40
Merger of
                                 emotiv




                         Physical &
                          Digital
natal               41
key trends
                          connectivity




     digital reality                     miniaturization



                       new products &
                          services

     intelligence                        web 2.0 & 3.0


                            cloud
                          computing


                                                low cost   42
43
44
45
46
47
48
2
49
Biz Models

    50
Prevalent Business Models & Trends - Emerging
http://futureoffitnesswhitepaper.ning.com/   factors : aging, industry diversification, wellness, cost control




                                             51
business model
          INDUSTRY
          SUPPLIER
                  PARTNER                       CUSTOMER
                  NETWORK                     RELATIONSHIPS
    CORE                           VALUE                      CUSTOMER
 CAPABILITIES                   PROPOSITION                   SEGMENTS
                   ACTIVITY                   DISTRIBUTION
                CONFIGURATION                  CHANNELS



                    COST                        REVENUE
                 STRUCTURE                      STREAMS




                                              DEMAND
                                              CUSTOMER
                                    52
53
54
55
"companies that
expect a glorious
   past to shield
  them from the
forces of change
     driven by
     advancing
    technology
      will fail."

- Rupert Murdoch
                    56
2009 U.S. Revenues
                       (in billions $)
                                            US Soda Biz $70 Billion
300.0

225.0

150.0

  75.0

        0                                     206
            20
  Fitness Facilities 21          40
                Video Games
                              OTC Diet
                                         Retail Pharma

                                                         57
58
2010 U.S. Market
 (US health care $2.6 trillion)


                 1%




               99%




Fitness Facilities      Health Care
                                      59
17%
 60
U.S. Fitness Facility Market
    statistics from www.cmeto.com




     46%
                 61
62
63
To compete you will have to carefully consider your
point of differentiation

                                   •Price
                                   •Features
                                   •Competitive abilities
                                   •Wellness Option




                          64
"It may be fatal to assume that minor
adjustments to current business models will
keep the fitness industry abreast of changing
times."


http://futureoffitnesswhitepaper.ning.com/




                                      65
Demand
Industry Convergence
               66
supply side




  Li & Fung Group        clothing
                    67
68
movie theaters

             arcades

                       record
                       stores




                        69
70
71
72
Economics of Free


        73
74
business model - new models needed

          INDUSTRY
          SUPPLIER
                  PARTNER                       CUSTOMER
                  NETWORK                     RELATIONSHIPS
    CORE                           VALUE                      CUSTOMER
 CAPABILITIES                   PROPOSITION                   SEGMENTS
                   ACTIVITY                   DISTRIBUTION
                CONFIGURATION                  CHANNELS



                    COST                        REVENUE
                 STRUCTURE                      STREAMS




                                              DEMAND
                                              CUSTOMER
digital technologies
                                    75
business model - asthetics | design | concept




   melding the digital & physical experience

                                 76
3
77
Innovation

    78
“those who
cannot change
   their minds
cannot change
     anything”

George Bernard
         Shaw
                 79
How Organizations
  Create Value



        80
business model - what is technology doing ?

          INDUSTRY
          SUPPLIER
                  PARTNER
                  NETWORK
                                                CUSTOMER
                                              RELATIONSHIPS
                                                                  +
    CORE                           VALUE                      CUSTOMER
 CAPABILITIES                   PROPOSITION                   SEGMENTS
                   ACTIVITY                   DISTRIBUTION
                CONFIGURATION                  CHANNELS



                    COST                        REVENUE
                 STRUCTURE                      STREAMS




 _                                            DEMAND -
                                              CUSTOMER
                                    81
the dilemma




     82
sustaining


    83
disruptive


    84
"Of the ten leading
vacuum tube
companies, none
participated in the
transistor revolution".

–Chet Raymo

   85
bryankorourke.com   The Future of the Fitness Industry




                                 Empowered
                                 Consumers

                               It’s all about the

                                  “You”

                       86
bryankorourke.com   The Future of the Fitness Industry

To Deliver Value Organizations Used To ......
  Product - Build fences, own it all
  Price - Competition, supply - demand
  Place - Physical distribution
  Promotion - Sell, sell, sell
                    ....Legacy of the Industrial Revolution
                       87
bryankorourke.com   The Future of the Fitness Industry

To Deliver Value Organizations Must Now......
   Product = Experience, Co-Created
   Price = New Value Exchanges
   Place = Marriage of Digital & Physical 24/7
   Promotion = Conversation or Engagement
                       .... A New Way of Doing Things

                        88
bryankorourke.com   The Future of the Fitness Industry

                        C.K. Prahalad
                            “World’s Most Influential
                            Management Thinker”
                            -Times of London 2007


                        “To successfully compete
                        companies must reinvent
                        their process & culture in
                        order to sustain innovative
                        solutions.”
                       89
bryankorourke.com   The Future of the Fitness Industry




                       90
N=1

 91
92
93
R=G

 94
orchestration
      95
orchestration
      96
4
97
What’s Ahead
    predictions
         98
1. non-facility
competition will surge

          99
100
101
Technological Innovation and the Fitness &
              Wellness Industry: Predicting the Impact




Merger of Technologies Including Social Media
  Will Create New Low Price Alternatives




                      102
Technological Innovation and the Fitness &
  Wellness Industry: Predicting the Impact



                  Nike Running




          103
Outside
Industry Convergence   104
2. successful facilities
      will deliver
     new models

           105
bryankorourke.com   The Future of the Fitness Industry



Product = Experience, Co-Created
Price = New Value Exchanges
Place = Marriage of Digital & Physical 24/7
Promotion = Conversation or Engagement

                    .... A New Way of Doing Things

                       106
bryankorourke.com   The Future of the Fitness Industry




                            Hi-Tech
                            Hi-Touch


                      107
bryankorourke.com   The Future of the Fitness Industry



                             Financial Services
                                 Industry



                              Measure is not
                            # of Bank Branches

                      108
bryankorourke.com   The Future of the Fitness Industry




technology platforms - 24/7 service & support

                      109
bryankorourke.com   The Future of the Fitness Industry




                      110
3. “wellness” will
increasingly emerge

         111
bryankorourke.com         The Future of the Fitness Industry


The Crisis...
23% of Americans participate in no physical activity
62% of Americans obese or overweight -18% rise in last decade.
23% of Americans still smoke. 3000 start each day.
78% of men eat vegetables less than three times per day.
75% - 90% of visits to Primary Care Physicians are for stress.

THE COST IS BANKRUPTING OUR NATION
                             112
bryankorourke.com        The Future of the Fitness Industry




           Head - Traditional Fitness Industry



                    Long Tail - New Wellness Space


                            113
bryankorourke.com   The Future of the Fitness Industry




                      114
4. marketplace will
    continue to
bifurcate and niche

         115
Business Models and Trends - Competitive Landscape
 Bifurcation of the market - Ray Algar Model




http://www.oxygen-consulting.co.uk/
                                      116
Prevalent Business Models & Trends - Emerging
http://futureoffitnesswhitepaper.ning.com/   factors : aging, industry diversification, wellness, cost control




                                            117
3rd




           the new paradigm                How Will
  a new era of organizations will emerge   Organization’s
    that adopt new ways of doing things
                                           Succeed ?        118

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Future Of Fitness

  • 1. 2nd the revolution in fitness What Does The change is ahead what will the future look like ? Future Hold ? 1
  • 4. 4 4
  • 8. Predictions: Consumers & Facilities 8
  • 9. 9
  • 10. “change is the process by which the future invades our lives” Alvin Toffler 10
  • 11. 11 think different
  • 12. 12
  • 13. 13
  • 14. Different 14
  • 15. <3> 3 drivers 4 15
  • 16. <3> 1 DEMOGRAPHIC - CONSUMER SHIFTS 4 16
  • 17. <3> 2 GLOBALIZATION 4 17
  • 18. <3> 3 TECHNOLOGY 4 18
  • 19. DEMOGRAPHIC - CONSUMER SHIFTS for more information read some of these books... GLOBALIZATION 19
  • 20. 1st key technology trends 20
  • 21. Prevalent Business Models & Trends - Emerging On line retail continues surge - fitness models follow "People are just shifting their dollars to the Web," said Sucharita Mulpuru, vice president and principal analyst for Forrester Research  Inc. Online retail sales will grow 10% a year for the next five years, accounting for 53% of all U.S. retail sales by 2014, according to Forrester Research. 21
  • 22. technology how will it impact our lives & industry ? 22
  • 23. bryankorourke.com The Future of the Fitness Industry Technology: etymology greek - meaning skillful application of an art. The practical application of science in commerce or industry. 23
  • 24. bryankorourke.com The Future of the Fitness Industry Gordon Moore Co-Founder of Intel Number of transistors on a chip will double every two years. “Moore’s Law” Technology: the pace of change is not linear its exponential. Adoption rate is increasing similarly. 24
  • 25. bryankorourke.com The Future of the Fitness Industry Law of accelerating returns . We are just seeing the start - “knee of the curve” 25
  • 26. 1,2,3,4,5,6,7,8,9,10....... 2, 4, 16, 256............ 26
  • 27. 27
  • 28. bryankorourke.com The Future of the Fitness Industry -Commercial Internet began only 5,300 days ago -Serves over 1.5 Billion people -79% of US adult population -40% of US consumers use search engines for comparative shopping Internet: The free exchange of information with limited constraints. 28
  • 29. 29
  • 30. bryankorourke.com The Future of the Fitness Industry The “Grid” Becoming 30 Increasingly Integrated
  • 31. bryankorourke.com The Future of the Fitness Industry The ability to increasingly and more easily integrate technology into daily life is upon us. Devices - getting smaller and more powerful. 31
  • 32. 15 Billion by 2015 32
  • 33. bryankorourke.com The Future of the Fitness Industry Mobile Internet Access: Pew - 56% of US Adults Increase of 73% in 17 months Mobility: Communication & information when ever and where ever the customer wants it. 33
  • 34. bryankorourke.com The Future of the Fitness Industry Mobile speeds will increase ........... 34
  • 35. bryankorourke.com The Future of the Fitness Industry Web 3.0 the “Semantic” Web Internet will become more intelligent ........... 35
  • 36. bryankorourke.com The Future of the Fitness Industry Outsourced Service Platforms Salesforce.com Cloud Computing: Low cost ubiquitous storage and application deployment ! 36
  • 37. bryankorourke.com The Future of the Fitness Industry explosion of interactive tools & platforms 37
  • 38. bryankorourke.com The Future of the Fitness Industry 38
  • 39. 39
  • 40. 40
  • 41. Merger of emotiv Physical & Digital natal 41
  • 42. key trends connectivity digital reality miniaturization new products & services intelligence web 2.0 & 3.0 cloud computing low cost 42
  • 43. 43
  • 44. 44
  • 45. 45
  • 46. 46
  • 47. 47
  • 48. 48
  • 49. 2 49
  • 51. Prevalent Business Models & Trends - Emerging http://futureoffitnesswhitepaper.ning.com/ factors : aging, industry diversification, wellness, cost control 51
  • 52. business model INDUSTRY SUPPLIER PARTNER CUSTOMER NETWORK RELATIONSHIPS CORE VALUE CUSTOMER CAPABILITIES PROPOSITION SEGMENTS ACTIVITY DISTRIBUTION CONFIGURATION CHANNELS COST REVENUE STRUCTURE STREAMS DEMAND CUSTOMER 52
  • 53. 53
  • 54. 54
  • 55. 55
  • 56. "companies that expect a glorious past to shield them from the forces of change driven by advancing technology will fail." - Rupert Murdoch 56
  • 57. 2009 U.S. Revenues (in billions $) US Soda Biz $70 Billion 300.0 225.0 150.0 75.0 0 206 20 Fitness Facilities 21 40 Video Games OTC Diet Retail Pharma 57
  • 58. 58
  • 59. 2010 U.S. Market (US health care $2.6 trillion) 1% 99% Fitness Facilities Health Care 59
  • 61. U.S. Fitness Facility Market statistics from www.cmeto.com 46% 61
  • 62. 62
  • 63. 63
  • 64. To compete you will have to carefully consider your point of differentiation •Price •Features •Competitive abilities •Wellness Option 64
  • 65. "It may be fatal to assume that minor adjustments to current business models will keep the fitness industry abreast of changing times." http://futureoffitnesswhitepaper.ning.com/ 65
  • 67. supply side Li & Fung Group clothing 67
  • 68. 68
  • 69. movie theaters arcades record stores 69
  • 70. 70
  • 71. 71
  • 72. 72
  • 74. 74
  • 75. business model - new models needed INDUSTRY SUPPLIER PARTNER CUSTOMER NETWORK RELATIONSHIPS CORE VALUE CUSTOMER CAPABILITIES PROPOSITION SEGMENTS ACTIVITY DISTRIBUTION CONFIGURATION CHANNELS COST REVENUE STRUCTURE STREAMS DEMAND CUSTOMER digital technologies 75
  • 76. business model - asthetics | design | concept melding the digital & physical experience 76
  • 77. 3 77
  • 79. “those who cannot change their minds cannot change anything” George Bernard Shaw 79
  • 80. How Organizations Create Value 80
  • 81. business model - what is technology doing ? INDUSTRY SUPPLIER PARTNER NETWORK CUSTOMER RELATIONSHIPS + CORE VALUE CUSTOMER CAPABILITIES PROPOSITION SEGMENTS ACTIVITY DISTRIBUTION CONFIGURATION CHANNELS COST REVENUE STRUCTURE STREAMS _ DEMAND - CUSTOMER 81
  • 85. "Of the ten leading vacuum tube companies, none participated in the transistor revolution". –Chet Raymo 85
  • 86. bryankorourke.com The Future of the Fitness Industry Empowered Consumers It’s all about the “You” 86
  • 87. bryankorourke.com The Future of the Fitness Industry To Deliver Value Organizations Used To ...... Product - Build fences, own it all Price - Competition, supply - demand Place - Physical distribution Promotion - Sell, sell, sell ....Legacy of the Industrial Revolution 87
  • 88. bryankorourke.com The Future of the Fitness Industry To Deliver Value Organizations Must Now...... Product = Experience, Co-Created Price = New Value Exchanges Place = Marriage of Digital & Physical 24/7 Promotion = Conversation or Engagement .... A New Way of Doing Things 88
  • 89. bryankorourke.com The Future of the Fitness Industry C.K. Prahalad “World’s Most Influential Management Thinker” -Times of London 2007 “To successfully compete companies must reinvent their process & culture in order to sustain innovative solutions.” 89
  • 90. bryankorourke.com The Future of the Fitness Industry 90
  • 92. 92
  • 93. 93
  • 97. 4 97
  • 98. What’s Ahead predictions 98
  • 100. 100
  • 101. 101
  • 102. Technological Innovation and the Fitness & Wellness Industry: Predicting the Impact Merger of Technologies Including Social Media Will Create New Low Price Alternatives 102
  • 103. Technological Innovation and the Fitness & Wellness Industry: Predicting the Impact Nike Running 103
  • 105. 2. successful facilities will deliver new models 105
  • 106. bryankorourke.com The Future of the Fitness Industry Product = Experience, Co-Created Price = New Value Exchanges Place = Marriage of Digital & Physical 24/7 Promotion = Conversation or Engagement .... A New Way of Doing Things 106
  • 107. bryankorourke.com The Future of the Fitness Industry Hi-Tech Hi-Touch 107
  • 108. bryankorourke.com The Future of the Fitness Industry Financial Services Industry Measure is not # of Bank Branches 108
  • 109. bryankorourke.com The Future of the Fitness Industry technology platforms - 24/7 service & support 109
  • 110. bryankorourke.com The Future of the Fitness Industry 110
  • 112. bryankorourke.com The Future of the Fitness Industry The Crisis... 23% of Americans participate in no physical activity 62% of Americans obese or overweight -18% rise in last decade. 23% of Americans still smoke. 3000 start each day. 78% of men eat vegetables less than three times per day. 75% - 90% of visits to Primary Care Physicians are for stress. THE COST IS BANKRUPTING OUR NATION 112
  • 113. bryankorourke.com The Future of the Fitness Industry Head - Traditional Fitness Industry Long Tail - New Wellness Space 113
  • 114. bryankorourke.com The Future of the Fitness Industry 114
  • 115. 4. marketplace will continue to bifurcate and niche 115
  • 116. Business Models and Trends - Competitive Landscape Bifurcation of the market - Ray Algar Model http://www.oxygen-consulting.co.uk/ 116
  • 117. Prevalent Business Models & Trends - Emerging http://futureoffitnesswhitepaper.ning.com/ factors : aging, industry diversification, wellness, cost control 117
  • 118. 3rd the new paradigm How Will a new era of organizations will emerge Organization’s that adopt new ways of doing things Succeed ? 118