2012 Trend Report - What Health And Fitness Leaders Should Keep Their Eyes On

THE TREND REPORT FOR
2012 AND BEYOND
12 Interesting Trends That Health &
Fitness Leaders Should Be Closely
Watching

Bryan K. O’Rourke, MBA
www.bryankorourke.com

1

INTRODUCTION
2012 Health & Fitness Trends

January 1, 2012

Greetings and thank you for taking time to review this compilation of 12 key trends that are
changing business and ultimately the health and fitness industry for many years to come.
Included are examples of a variety of industries including health & fitness.

From the emerging BRIC economies, to shifting consumer expectations and evolving business
models driven by a number of factors, the industry is changing. Successful participants will
base their strategies on this emerging future. Hopefully you’ll find this content stimulating as
you formulate how to best compete in the long-term. Keep in mind trends 11 and 12, as these
forces have yet to be felt by many. The trick is spotting those that will eventually be adopted
by the majority.

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

Bryan K. O’Rourke, MBA 2
www.bryankorourke.com 2012

2012 TRENDS

1. EMERGING
RED CARPET / MADE FOR BRIC / NOT THE END OF THE WEST
2. HUMAN FEEL
FLAWSOME / BETA BUZZ / MATURIALISM
3. CITY LIGHTS
URBANIZED / SOLITUDE
4. RIGHT HERE RIGHT NOW
MOBILE TIPPING POINT / MASS MINGLING
5. DECIDE & DISCOVER
THE F-FACTOR / DATA DIVINITY / PERFECT STRANGERS
6. SEAMLESS
OFF =ON / SYNCED SERVICES / CASH-LESS


2012 TRENDS

7. KNOWN
POINT & KNOW / SEE-HEAR -BUY / DIY HEALTH
8. INTERACT
SCREEN CULTURE / INTERACTVERTISING / PLAY YOUR PART
9. PRICE
DEALER-CHIC / DYNAMIC DISCOUNTS / INCOMPARABLE
10. ECO
ECO-SUPERIOR / ECO–ICONIC / ECO+
11. ENDURING
PREVIOUS TRENDS ARE STILL GOING STRONG
12. MASS
MANY CUSTOMERS ARE NOT EXPERIENCING 2012 TRENDS YET

www.bryankorourke.com 2012

HEALTH & FITNESS INDUSTRY TREND REPORT 2012

1.EMERGING

Catering to hundreds of millions of newly “emerged”
consumers will be increasingly important. Businesses are
rolling out the Red Carpet for Chinese and Asian tourists,
brands are increasingly being designed for BRIC nations
and products and services from or in emerging markets
are competing with Western counterparts. The health
and fitness industry will also become increasingly global.


5

RED CARPET

Catering To Asia

“Chinese residents
made over 30 million
overseas trips in the
first half of 2011
alone, up 20% since
2010. By comparison,
US citizens were only
expected to make 28.5
million overseas trips
by air during the
whole of 2010.”

Chinese Tourist Are Big Business 6

RED CARPET

Thoughtful Brands Are
Mindful Of The
Emerging Market
Consumer

Lufthansa: Chinese Flight Attendants & More 7

MADE FOR BRIC

MOSCOW AND BEYOND

Expansion in
BRIC Nations
Key For
Growing
Health Club
Brands

Brands Recognizes Emerging Opportunities 8

NOT THE END

An Increasingly Global
Playing Field.

Just the rise of the rest.....

Of The WEST.... 9


2. HUMAN

Consumers are becoming more aware that personality
and profit can be compatible. They will be less tolerant
of self-serving, bland or inflexible brands. Honesty about
flaws, working with customers, and being frank are a few
ways brands can humanize.


10


EMBEDDED GENEROSITY www.bryankorourke.com

Fitforgood: health & fitness for needy in AU 11

EMBEDDED GENEROSITY www.bryankorourke.com

Japanese Red Cross & Coca-Cola: vending & donations 12

FREE LOVE

IHRSA : Gym Membership For Veterans & Families 13

BRAND BUTLERS

EQUINOX - Inspire & Connect 14

REAL

Equinox: Real Tweets by Real People 15

RANDOM ACTS OF KINDNESS www.bryankorourke.com

Interflora: random gestures via Twitter 16

FLAWSOME

admit it, your not perfect

Domino’s: Times Square live feedback 17

FLAWSOME

Qantas: free apology flights 18

BETA BUZZ

BMW Electronauts 19

MATURIALISM

Ben & Jerry’s 20

MATURIALISM

Boy George Twitter rant 21

MATURIALISM

Apple: Siri 22


3.CITY LIGHTS

More sophisticated urban consumers are emerging - from
Los Angeles to Hong Kong to Moscow. They are becoming
more demanding, open-minded, connected, spontaneous
and try-out prone. These CITYSUMERS are a large share
of global markets and can be reached with dedicated
products and services or tapped into with a desire for
SOLITUDE as a temporary escape.

23

URBANIZED

Brands will seek
to address
Urban lifestyle
needs including
clothing, workout
aparrell
and devices.

Levi’s: commuter jeans 24

URBANIZED

Farmer’s markets, self produced foods,
organic foods

“67% of urban
consumers identify
themselves with
their city, almost
equally as many as
the 69% that
identify themselves
with their nation.”

Hyundai: Kitchen Nano Garden 25

URBANIZED

Urban Outdoor Using ViPR Equipment 26

URBANIZED

Equinox’s Blink Fitness: HVLC Gym 27

URBANIZED

Adidas: District vs District 28

SOLITUDE

MIND BODY: A Reprieve From Urban World 29


4. RIGHT HERE RIGHT NOW

A Mobile Tipping point has arrived , with smartphones ,
social networks, real-time, location based products and
services are mainstream and making instant gratification
achievable and expected. MASS MINGLING, the
phenomenon of technology driven real-world meetups
and interactions are upon us. They will bolster group
fitness and create new experiences as well.


30

SIGN OF THE TIMES

MOBILE TIPPING POINT - INSTANT CONNECTION 31

MASS MINGLING

Skype & Groupme 32

MASS MINGLING

Live Well Fitness Flash Mob In Colorado 33

MASS MINGLING

Group Fitness: social media connections 34

MASS MINGLING

24 Hour: prizes for checking-in with friends 35

MASS MINGLING

Diet & Fitness Apps ; Sharing and Motivation 36


5. DECIDE & DISCOVER

Consumer’s decisions and your fate are being decided by
tips from friends, fans and followers (known as the “F”
factor), more personalized suggestions (Data Divinity)
finds from other taste twins (PERFECT STRANGERS) and
recommendations from novel curators. Everything BUT
TRADITIONAL MARKETING will enable customers to
DECIDE & DISCOVER new and better products and
services.

37

THE F-FACTOR

“83% of consumers would visit
a website recommended by a
friend on Facebook.”

Friends Family and Followers Influence More 38

F-DISCOVERY

Health Graph created by Runkeeper 39

F-DISCOVERY

BlinQ: view friends’ TV watching 40

F-RATED

FITNESS CONNECT: professionals verified & rated 41

F-RATED

Cliq: view friends’ recommendations 42

DATA DIVINITY

Google Places: recommended for you 43

DATA DIVINITY

Ness: personalized search results - fitness soon 44


PERFECT STRANGERS www.bryankorourke.com

THEORY & Nectar & Pulse 45


PERFECT STRANGERS www.bryankorourke.com

StockTwits: connect like-minded investors 46


6. SEAMLESS

More innovation and choice is leading to more
complexity. Consumers will embrace services and
products that remove or overcome complexity by
eliminating barriers between the online and offline or
brands that combine strengths to give better service or
convenience.


47

OFF=ON

QR Code In Club Promotions 48

OFF=ON

Ford Sync - Sync Car With Mobile Device 49


OFF=ON www.bryankorourke.com

Signage Brings Digital To Physical World 50

OFF=ON

Home Plus: shopping on the subway 51

SYNCED SERVICES

TomTom / TripAdvisor 52

SYNCED SERVICES

PT On The Net Mobile App - In Club Out Club 53

SYNCED SERVICES

Foursquare / Daily Deals 54

CASH-LESS

Google Wallet 55

CASH-LESS

Square: accept credit cards via phone 56


REAL-WORLD LIKING www.bryankorourke.com

Ushuaia Beach Hotel 57


REAL-WORLD LIKING www.bryankorourke.com

Diesel: in-store to Facebook 58


7. KNOWN

People’s lust for information is never ending. Information
will need to be accessed not just from text but visually
from real world objects (POINT & KNOW). People’s health
and activity will be more tracked and managed (DIY
HEALTH). Collective intelligence will become more
accessible for the benefit of all.


59

POINT & KNOW

Layar 60

POINT & KNOW

Leafsnap: instant tree identification 61

POINT & KNOW

PittPatt: facial recognition software 62

SEE-HEAR-BUY

Amazon Flow - Integrating Instant Purchase 63

DIY HEALTH

Skin Scan - Take A Pic & Analyze 64

DIY HEALTH

Lifelens: malaria diagnosis via smartphone 65

DIY HEALTH

HP & Healthstats: BPro blood pressure monitoring 66

BENCHMARKED LIFE

Under Armour - Intelligent Clothing 67


8. INTERACT

The Culture of the SCREEN will be more pervasive as new
technologies enable more immersive experiences [PLAY
YOUR PART & LIFE’S A PITCH]. Consumers will be
touching, swiping, pinching and tapping both virtually
and in the physical world.


68

SCREEN CULTURE

Wimm Labs - Tiny Wearable Computer Platform 69

SCREEN CULTURE

Hai Di Lao & Huawei: videoconferencing while you eat 70

SCREEN CULTURE

GOLD’s GYM | Kiosk Interface For Members 71

SCREEN CULTURE

“In the US 52% of children under
eight have access to the latest mobile
devices: 41% have access to a
smartphone, 21% to a video iPod and
8% to an iPad or other tablet device.”

8ta: ‘whispering windows’ 72

INTERACTVERTISING

vitaminwater: alternative energy 73

INTERACTVERTISING

Adidas: subway punch bags 74

PLAY YOUR PART

State Farm 75

PLAY YOUR PART

Topshop: virtual fitting room 76

LIFE’S A PITCH

Par-Tee 77

LIFE’S A PITCH

Ford: test drive video games 78

LIFE’S A PITCH

Cadbury: Qwak Smack 79


9. PRICE

Pricing will be more complex, dynamic and personalized.
Perfect your pricing considering trends like DEALER-CHIC,
deals are becoming a way of life and status, DYNAMIC
DISCOUNTS, consumers enjoy ever-changing pricing.
ELASTICITY STRETCHED means that low prices will no
longer be able to excuse poor quality.


80

DEALER-CHIC

“79% of smartphone owners use their
phones for shopping related activities, and
of those nearly half (48%) use their phones
to look for or use discounts and coupons.”

SK Telecom: tablet-enabled shopping carts 81

DEALER-CHIC

Savored: no coupon dining deals 82


DEALER-CHIC www.bryankorourke.com

Dibsie: curated deals to meet specific needs 83


DYNAMIC DISCOUNTS www.bryankorourke.com

“62% of US consumers rarely pay full price for
clothing and 58% of UK consumers ‘don’t like
paying full price for anything’.”

ThinkNear - Where You Are Dictates Offers 84

INCOMPARABLE

Apple - Incomparable 85


ELASTICITY STRETCHED www.bryankorourke.com

Members-only site where each travel deal is endorsed by
the people. All hotels featured on SniqueAway have
earned a minimum four-star rating classification and a
minimum four out of five TripAdvisor review rating.
Exclusive hi-end at low prices.

TripAdvisor SniqueAway 86


10. ECO

Many areas of growth exist in this quest for a more
sustainable society. Green products that are superior to
their polluting incumbents [ECO-SUPERIOR], products
that improve their surroundings [ECO+], and city-focused
eco-solutions [ECO-URBAN].


87

ECO-SUPERIOR

New Eco Superior Equipment In 2012 88

ECO-SUPERIOR

Ralph Lauren: solar panel backpack 89

ECO+

Tostem: ‘CO2 minus’ lifestyle 90

ECO+

Coca-Cola & WWF: living billboard in Manila 91

ECO-ME

Eco fitness - where fitness meets the forest 92

ECO-ME

CHI Residences: air purifiers as standard 93

ECO-URBAN

Bosco Verticale: wooded skyscraper 94

ECO-URBAN

+POOL: swimming in New York’s East river 95


11. ENDURING

Trends don’t reflect calendar years. Many trends from
previous years continue to influence change. Shifting
demographics [BOOMERS], customization, crowdsourcing
and pop-up shops remaing rich sources of ready to apply
innovation.


96

MANSUMER

IKEA: ‘play space’ for men 97

FEMALE FEVER

Panasonic: beauty touch up controls 98

BOOMING

Kyocera: remote assistance for seniors 99

FACILITATE

Member.ly: subscription platforms 100

CROWD EXPRESS

Fiat Mio: crowdsourcing a car 101

CUSTOMYZED

Kraft Foods: Make Your Face A Maynards 102


12. MASS

For most consumers and most businesses MASS still rules.
Many consumers and businesses aren’t YET experiencing
these TRENDS. The opportunity is to spot elements of the
fringe that will be adopted by the majority who JUST
DON’T CARE about sustainability, health, or unique
experiences today, but will soon.


103


MASS & DON’T CARE www.bryankorourke.com

Beijing Daxing Airport: biggest airport 104



Westfield Stratford: Biggest shopping center in Europe 105



KFC: Double Down ‘bread-free’ burger 106

Thanks For Reviewing The 12 Trends
For 2012 And Beyond
About the 2012 Trend Report
This was prepared by Bryan O’Rourke using primary research in addition to
trendwatching.com’s 2012 Trend research premium content. The Trend Report covers
important consumer trends, insights and examples that should be on the mind of every
business professional’s radar in 2012. To learn more about trends in fitness, health clubs,
wellness and technology, visit bryankorourke.com .

About Bryan O’Rourke
Bryan is considered an expert in the health and fitness industry. He is a technologist,
thought leader, financier, and shareholder in several fitness and health companies. He
advises numerous global brands, serves as a member of the GGFA Think Tank, is Chair of the
Medical Fitness Association’s Education Committee and is a partner in Fitmarc, Integerus and
The Flywheel Group.

More at www.bryankorourke.com
107

THE TREND REPORT FOR
2012 AND BEYOND
12 Interesting Trends That Health &
Fitness Leaders Should Be Closely
Watching


108

2012 Trend Report - What Health And Fitness Leaders Should Keep Their Eyes On

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