A 50,000 foot look at how the corona virus crisis will impact aspects of the fitness business. A webinar for Functional Aging Institute certified fitness trainers.

1. THE NEW NORMAL IN
THE FITNESS BIZ
WHAT WILL OUR BUSINESS
LOOK LIKE ON THE OTHER
SIDE OF THIS CRISIS
WHAT YOU CAN DO ABOUT IT
MARTIN PAZZANI
WHAT'S NEXT?

2. FIRST GYM: 1936
THE HEIGHT OF THE GREAT DEPRESSION
JACK LALANNE

3. BLACK SWAN

4. LIVING MINDFULLY
Presentations are communication
tools that can be used as lectures,
speeches, reports, and more.
STRATEGIST
What's Next?
Move/Countermove
Competitive Strategy
Foote Cone & Belding
FITNESS BIZ
Bally
Crunch
24 Hour Fitness
Act!vate Brain & Body
BOOK
SECRETS OF AGING
WELL: GET OUTSIDE
Fitness is Medicine
Fitness is Preventive
Healthcare
MARTIN PAZZANI

5. This is going to come to an end.
People will remember how you handled it.
You can thrive on the other side.

6. KEY QUESTIONS
Will everything be ok when this is over? Yes
Will everything be the same, back to normal? No
What's going to change and what are we going to do about it.
THE NEW NORMAL IN THE FITNESS BUSINESS

7. LEVELS OF
UNCERTAINTY
BEFORE COVID-19
NOW:
VERY UNCERTAIN
Credit: McKinsey

8. UNKNOWNS
HOW LONG?
HOW MUCH ECONOMIC PAIN?
WHAT CHANGES?

9. “Tuesday was the most dreadful day for me.
I was crying.”
“The next morning I created our new concept.”
COVID-19 SUPPORT GROUP

10. CRUCIBLE
a situation of severe
trial
where different
elements interact
leading to the creation
of something new

11. COCOONING GERMOPHOBIA
xxxxxx
"The pandemic could be a relentless destroyer of brick-and-mortar businesses
as public health officials warn against in-person interactions."
It will boost almost anything that can be done online or with minimal human
contact — such as online learning & streaming video
The shift from real to virtual overnight has gone into overdrive.
ANXIETY
xxxxxx
ACCELERATED TRENDS

12. ACCELERATED TRENDS
People are altering many of their habits.
Some of these were already shifting and this crisis is a
strong nudge.
Some of these habits will be permanent.

13. COVID-19 SUPPORT GROUP
"So, what's the most important, positive lesson or
takeaway that you've learned so far during all of this?"
HUMAN CONTACT IS ESSENTIAL

14. A twist in vocabulary to consider:
SOCIAL
DISTANCING
TRIGGERS LONELINESS
CREATES ANXIETY
PHYSICAL
DISTANCING
Technology lets you keep your
distance but stay social.

15. WHAT'S
NEXT?

16. WHAT'S
NEXT?
1. NIMBLE, ADAPTIBLE, SMART WILL THRIVE
- ANTENNA UP / LISTEN
- MASTERMIND GROUPS
- LINKED IN #FITNESS
- NO 'ONE-SIZE-FITS-ALL' SOLUTIONS
TUNE INTO THE HIVE BRAIN EVERY DAY

17. There Are Only Two Basic Business Strategies
LOW PRICE1.
To do this you must have
scale and lowest cost of
operation / efficiency
2. DIFFERENTIATE
What makes you special?

18. WHAT'S
NEXT?
2. THE TIPPING POINT FOR TELE-FITNESS
-THERE WILL BE AVALANCHE OF CONTENT
-AIM HIGH (NOW YOU'RE GLOBAL)
-DIFFERENTIATION IS KEY

19. Differentiate

20. HOME FITNESS EQUIPMENT
WHAT'S
NEXT?
3. THE COMPETITIVE SET IS BLURRED
...SO YOU NEED TO DIFFERENTIATE!
FITNESS APPS
CABLE TV FITNESS
OUTDOOR FITNESS

21. "OPEN AIR TREATMENT"
SUNLIGHT=VITAMIN D
WE KNEW THIS 100 YEARS AGO
-Severely ill patients moved outdoors recovered
better than those treated indoors.
-Fresh air and sunlight seems prevented deaths
among patients; and infections among medical
staff.
-Outdoor air is a natural disinfectant. Fresh air can
kills harmful germs. Sunlight is germicidal.
1918 SPANISH FLU PANDEMIC

22. WHAT'S
NEXT?
4. QUANTIFIED SELF IS HERE TO STAY
-BIOMETRICS
-FAST TECHNOLOGY DEVELOPMENT
-BUT THE DEVICE ITSELF IS NOT ENOUGH
-IT ALL WORKS BETTER WITH GUIDANCE
AND COACHING

23. WHAT'S
NEXT?
5. COACHING AND TRAINING NEEDED MORE THAN EVER
PERSONAL TRAINING
SMALL GROUP EX
HOME FITNESS
APPS
OUTDOOR FITNESS
QUANTIFIED SELF
NUTRITION
STRESS MANAGEMENT
SOMEONE NEEDS TO SORT THIS OUT FOR PEOPLE.
MOST PEOPLE NEED GUIDANCE WHEN THERE IS TOO MUCH CHOICE,
TOO MANY OPTIONS, TOO MANY MOVING PIECES

24. WHAT'S
NEXT?
TRACKERS
HOME
FITNESSGYM
APPSOUTDOORS
STRESS
MGMT
NUTRITION
FITNESS OPTIONS GO BEYOND FOUR WALLS
PERSONAL
TRAINING
TOO MUCH CHOICE
TOO MANY OPTIONS
TOO MANY MOVING
PIECES

25. WHAT'S
NEXT?
PERSONAL
TRAINING
TRACKERS
HOME
FITNESS
GYM
APPS
OUTDOORS
STRESS
MGMT
NUTRITION
COACH
POSITION YOURSELF AS THE SOLUTION TO COMPLEXITY.
BEYOND COUNTING REPS
TRUSTED EXPERT
CAREGIVER MENTAILITY

26. WHAT'S
NEXT?
6. A MOVE AWAY FROM BIG BOX GYMS
OPPORTUNITY FOR NEW BIZ MODELS
SMALL STUDIOS CAN SHINE
HOME FITNESS / OUTDOOR FITNESS
-NOT KNOWN FOR CLEANLINESS
-NOT KNOWN FOR PERSONAL SPACE
-MANY TOUCHABLE SURFACES
-IMPERSONAL

27. WHAT'S
NEXT?
7. FITNESS IS NO LONGER AN OPTION
FITNESS IS MORE THAN MEDICINE
ALL THIS ADDS UP TO A BOOMING
INTEREST IN FITNESS IN THE NEW
NORMAL
FITTER PEOPLE SPEND LESS ON
HEALTHCARE

28. WHAT'S
NEXT?
THINK OF FITNESS AS:
THE WORLD'S BEST
PREVENTIVE MEDICINE...
UPSTREAM PREVENTIVE
HEALTHCARE

29. WHAT'S
NEXT?
RECAP
BE NIMBLE, ADAPTABLE AND SMART
ANTENNA UP
THE TIPPING POINT FOR TELEFITNESS
DIFFERENTIATE!
THE COMPETITIVE SET IS BLURRED
QUANTIFIED SELF IS HERE TO STAY
COACHING AND TRAINING NEEDED MORE THEN EVER
PUT YOURSELF AT THE CENTER OF IT
A MOVE AWAY FROM BIG BOX GYMS
FITNESS IS NO LONGER AN OPTION:
THINK UPSTREAM PREVENTIVE HEALTHCARE

30. WWW.GETOUTSIDE.ONLINE
SECRETS OF AGING WELL:
GET OUTSIDE
Fitness as Medicine
Fitness as Preventive Healthcare
Hiking is The Fountain of Youth
martin@pazzani.com

31. THE NEW NORMAL IN
THE FITNESS BIZ
WHAT'S NEXT?