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Improve Your Club's Competitive Ability - From IHRSA 2016

The document focuses on enhancing the competitive ability of fitness clubs through strategic execution and digital innovation, emphasizing the importance of omni-channel experiences and adapting to changing customer needs. It identifies key factors for success, such as understanding market dynamics, leveraging technology, and improving user experience to remain competitive in a rapidly evolving fitness industry. The document concludes that brands embracing these changes will likely gain significant advantages over competitors.

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Improve Your Club’s Competitive Ability @bryankorourke #IHRSA2016
#StandingOut #Strategy @bryankorourke bryan@integerus.com slideshare.net/Bryankorourke
Saper Vedere
Competing Is About Smart Choices Strategy
& Execution: Getting Things Done 90% Of Strategies Fail
Questions For The Audience
Each Story Is Unique
RESOURCES @BRYANKOROURKE
RESOURCES @BRYANKOROURKE
Competitive Abilities Porter’s Five Forces
Competitive Strategy INTERNAL EXTERNAL
BUSINESS LIFECYCLE
INDUSTRY LIFECYCLE S CURVE REINVENTION Bricks & Mortar Biz ModelsKey Driver Is Profitability DIGITAL OMNICHANNEL WELLNESS LIFESTYLE ENTERTAINMENT
14 TRIPLE IN DECADE 1B GLOBAL FITNESS CONSUMERS BY 2025
15
16 DIGITAL FITNESS
17
18 US CLUB GROWTH 2010-2014 KIOSK, LOW COST & STUDIOS LEAD GROWTH
Low Cost With 7 Million Users External Factors - Competition
Rapidly Growing Boutiques External Factors - Competition
Training Centers External Factors - Competition
Some Brands Disappeared Lessons Learned
While Others Struggle Lessons Learned
And Some Reinvented Lessons Learned
25 While Others Reposition “Evolve From Health Club To Healthy Way Of Life Solution - $20B To $300B Market”
Digital Alternatives & Innovations Emerging Opportunities
Digital Alternatives & Innovations
Omni Channel Brands - SC Is #1 #GeniusBrand Today Emerging Opportunities
CUSTOMERS HAVE CHANGED
ROLES ARE CHANGING WITH LIFESTYLES
BIFURCATIONAFFLUENCE
32 WELLTHY STATUS EXANE
33 BOOMERS
34 AND THE CONNECTED CONSUMERMILLENIALS
35 TECHNOLOGY KEY CHANGE DRIVER VIA ENHANCED UX
36
37
38
39 Competition For Attention Changing Marketing ATTENTION
40 DIGITIZATION 6 D’S EXPONENTIAL IMPACTING INDUSTRIES TECHNOLOGY
41 DIGITAL MUSIC LESSONS LEARNED
42 @ProfGalloway OTHER INDUSTRIES TELL A STORY #UTILITY
OMNI-CHANNEL DELIVERY MODELS WILL EXCEL join today @fittechcouncil | fittechcouncil.org | info@fittechcouncil.org Leading Brands Are Embracing Technologies To Redefine Business Models By Moving From Single Channels Bricks And Mortar Alone, To Omni-Channel Experiences That Connect, Service And Support Customers Using Technology And Human Service Interfaces (Fitness 3.0). These Operators Will Likely Gain Significant Competitive Advantages Over Time If They Are Successful With Their Efforts To Become “Digital Masters”. The Acquisition By Anytime Fitness Of PumpOne Exemplifies The Realization By Industry Leaders Of The Need For Omni-Channel Delivery. Orange Theory’s Development Of Apps And Heart Rate Training Technologies That Work For Members Inside And Outside Of Their Studios Reflects Acknowledgement Of The Importance Of Omni-Channel As Well. WELCOME TO FITNESS 3.0 2016 FITNESS TECHNOLOGY TREND REPORT 43OMNI CHANNEL
44 SERVE CUSTOMERS WHERE THEY ARE
INDUSTRY LIFECYCLE S CURVE REINVENTION Bricks & Mortar Fitness ModelsKey Driver Is Profitability DIGITAL OMNICHANNEL WELLNESS LIFESTYLE ENTERTAINMENT
Competitive Strategy INTERNAL
You Can’t Be Everything To Everyone INTERSECTION OF: DEEPLY PASSIONATE ABOUT BEST IN THE WORLD AT DRIVES ECONOMIC ENGINE COLLINS HEDGEHOG
48 Focus Here Customer Needs Competitors Offerings Core Competencies ‣ What Customers To Target And Why ? ‣ What Are Your Competitors Delivering ? ‣ What Can You Do Really Well ? ‣ How Do You Decide What To Do ? Competing Strategy Meets Execution
& Execution: Getting Things Done 90% Of Strategies Fail
Combining These Dynamics With The Right Strategy Wins 50 1 2 ‣ People, Values & Culture ‣ Business Model Including KPIS Profitability, & Investment ‣ Systems Including Sales & Marketing, Retention & CRM 2. Execution Engine ‣ Brand Promise Including Touch Points, Aesthetics & Utility ‣ Pricing Models ‣ Service Delivery Including Physical & Digital Rubber Hits Road 1. User Experience Where Are You & Where Are You Going ? Process
51 USER EXPERIENCE
3 Components To Competitive Advantage In User Experience 52 Brand User Experience Pricing Models Service Delivery ‣ Touch Points : Customer Journey ‣ Digital & Physical Aesthetics ‣ Utility ‣ Communication Strategy ‣ Personality ‣ On-Demand, Flexible Or Firm ‣ Initiation Fees, Upgrade Fees, Premium Services ‣ Layering ‣ Termination Process ‣ Straight Membership ‣ Enhanced Program Offerings ‣ Nutrition, Massage, Or Therapies ‣ Digital Services ‣ Positions The Brand To Compete ‣ Differentiates From Competitors ‣ Meets The Markets Trends Internal: Designing User Experience
3 Components To The Execution Engine 53 People Values & Culture Execution Engine Business Model Systems ‣ Clear Vision, Mission And Values ‣ Hire To Profiles Reflecting VMV ‣ Reinforce VMV Through Behaviors ‣ Established Proforma & Budgeting Models ‣ KPIS Reflecting Best In Class ‣ Lorem ipsum dolor sit ‣ Marketing & Sales Systems ‣ Financial Accounting Systems ‣ Operational & CRM Systems ‣ HR & Talent Acquisition & Management Systems ‣ Establishes Ability To Set Goals Based On Best In Class ‣ Enables Ability To Understand What Is Happening ‣ Enables Ability To Execute To A Target Based On Facts. Internal: Execution Engine
OMNI CHANNEL USER EXPERIENCE
ONE PAGE STRATEGIC PLAN BIZ MODEL DESIGN
56 TECHNOLOGY KEY CHANGE DRIVER VIA ENHANCED UX
57
58 VIRTUAL TRAINING - GAMIFICATION - IN & OUT GAMIFICATION | PERSONALIZATION
59 MOBILE SOLUTIONS AVAILABLE
60 VIRTUAL TRAINING
61 VIRTUAL TRAINING - COACHING
CUSTOMERS HAVE CHANGED
Resources @IHRSA
PRIZM SEGMENTATION - PROFILING USER EXPERIENCE CATERS TO SEGMENTS
PRIZM SEGMENTATION
PRIZM SEGMENTATION - PROFILING 4 Social With 14 Segments | 3 Lifestyle 11 Segments
PRIZM SEGMENTATION https://segmentationsolutions.nielsen.com
MARKET ANALYSIS
MARKET ANALYSIS •5, 10 and 15 minute drive times from Example Club Shown above. •Households within the drive times total 2,205 within 5 minutes, 15,663 within 10 minutes, and 71,348 within 15 minutes.
COMPETITIVE ANALYSIS LOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELES VENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURA 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ValleySimi Valley AgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgoura MoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorpark Rolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills Estates Palos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes Estates 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HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada Hills Sun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun Valley 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CalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasas North HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth Hig Cypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress 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WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM © T N C m A M LEGEND n e s a e H ghways U S H ghways S a e H ghways Current Members Cu en Membe Ma o Roads Spec rum Pa sades P epa ed o F ma c • DETERMINE MARKET POTENTIAL • UNDERSTAND MARKET SHARE • ANALYIZE TRENDS
MARKET ANALYSIS 
 Top Social Groups 
 Top LifeStage Groups Group Name Area HH % S1 Upper Crust 4267 27.24 U1 Bohemian Mix 3145 20.08 S1 Movers & Shakers 2445 15.61 U1 Money & Brains 1378 8.80 Group Name Area HH % M1 Upper Crust 4267 27.24 Y2 Bohemian Mix 3145 20.08 Y1 Movers & Shakers 3445 15.61 M1 Money & Brains 1378 8.8
MARKET ANALYSIS Cancelled Social Groups Cancelled LifeStage Groups Group Name HH % Y1 Midlife Successes 429 32.75 M1 Affluent Empy Nests 354 27.02 F1 Accumulated Wealth 129 9.85 Group Name HH % S1 Elite Suburbs 421 32.14 T1 Landed Gentry 368 28.09 S2 The Affluentials 158 12.06 U1 Urban Uptown 150 11.45
COMPETITIVE ANALYSIS UNDERSTAND WHAT GROUPS ARE YOUR BEST CUSTOMERS AND WHO IS LEAVING & JOINING & WHY
Combining These Dynamics With The Right Strategy Wins 74 1 2 ‣ People, Values & Culture ‣ Business Model Including Profitability, & Investment ‣ Systems Including Sales & Marketing, Retention & CRM Execution Engine ‣ Brand Promise Including Touch Points, Aesthetics & Utility ‣ Pricing Models ‣ Service Delivery Including Physical & Digital Rubber Hits Road User Experience Where Are You & Where Are You Going ? Process
COMPETITIVE EXAMPLES
RICK MAYO 1998 $1M PT DROPPED TO $150K
TEAM TRAINING OPTIONS
PRIZM SEGMENTATION • 8,000 feet • Annual EFT ($319) memberships • 500 + members, physical therapy clinic, registered dietitian, massage therapist • 60K+ sessions year
AVG EFT $319/MONTH $99 $149 $249 $359 $439 $2100 Program Design Team Training 1X Week SGT Unlimited SGT Unlimited SGT + 1 On 1 Training
Combining These Dynamics With The Right Strategy Wins 80 1 2 ‣ People, Values & Culture ‣ Business Model Including Profitability, & Investment ‣ Systems Including Sales & Marketing, Retention & CRM Execution Engine ‣ Brand Promise Including Touch Points, Aesthetics & Utility ‣ Pricing Models ‣ Service Delivery Including Physical & Digital Rubber Hits Road User Experience Where Are You & Where Are You Going ? Process
GOLDS GYM HOUSTON
12 MINUTE DRIVE TIMES
HOUSTON COMPETITIVE MARKET
Combining These Dynamics With The Right Strategy Wins 86 1 2 ‣ People, Values & Culture ‣ Business Model Including Profitability, & Investment ‣ Systems Including Sales & Marketing, Retention & CRM Execution Engine ‣ Brand Promise Including Touch Points, Aesthetics & Utility ‣ Pricing Models ‣ Service Delivery Including Physical & Digital Rubber Hits Road User Experience Where Are You & Where Are You Going ? Process
87 TECHNOLOGY #DISRUPTION #INNOVATION
THE MOST SUCCESSFUL FITNESS BRANDS WILL BE DIGITAL MASTERS join today @fittechcouncil | fittechcouncil.org | info@fittechcouncil.org 2016 FITNESS TECHNOLOGY TREND REPORT 88
INNOVATION @RINGERSLEV
90 BUSINESS MODEL INNOVATIONS WHEN THE GAME GETS TOUGH CHANGE THE GAME
How Do You Improve Your Competitive Ability ? @bryankorourke
Competing Is About Choices Strategy
& Execution: Getting Things Done 90% Of Strategies Fail
Competitive Strategy INTERNAL EXTERNAL
INDUSTRY LIFECYCLE S CURVE REINVENTION Bricks & Mortar Biz ModelsKey Driver Is Profitability
96 US CLUB GROWTH 2010-2014 KIOSK, LOW COST & STUDIOS LEAD GROWTH
CUSTOMERS AREN’T THE SAME
98 TECHNOLOGY KEY DRIVING CHANGE VIA UX ENHANCED SERVICE
You Can’t Be Everything To Everyone INTERSECTION OF: DEEPLY PASSIONATE ABOUT BEST IN THE WORLD AT DRIVES ECONOMIC ENGINE COLLINS HEDGEHOG
100 Focus Here Customer Needs Competitors Offerings Core Competencies ‣ What Customers To Target And Why ? ‣ What Are Your Competitors Delivering ? ‣ What Can You Do Really Well ? ‣ How Do You Decide What To Do ? Competing Strategy Meets Execution
Combining These Dynamics With The Right Strategy Wins 101 1 2 ‣ People, Values & Culture ‣ Business Model Including KPIS Profitability, & Investment ‣ Systems Including Sales & Marketing, Retention & CRM Execution Engine ‣ Brand Promise Including Touch Points, Aesthetics & Utility ‣ Pricing Models ‣ Service Delivery Including Physical & Digital Rubber Hits Road User Experience Where Are You & Where Are You Going ? Process
102 USER EXPERIENCE
3 Components To Competitive Advantage In User Experience 103 Brand Promise User Experience Pricing Models Service Delivery ‣ Touch Points : Customer Journey ‣ Digital & Physical Aesthetics ‣ Utility ‣ Communication Strategy ‣ Personality ‣ On-Demand, Flexible Or Firm ‣ Initiation Fees, Upgrade Fees, Premium Services ‣ Termination Process ‣ Straight Membership ‣ Enhanced Program Offerings ‣ Nutrition, Massage, Or Therapies ‣ Digital Services ‣ Positions The Brand To Compete ‣ Differentiates From Competitors ‣ Meets The Markets Trends Internal: Designing User Experience
3 Components To The Execution Engine 104 People Values & Culture Execution Engine Business Model Systems ‣ Clear Vision, Mission And Values ‣ Hire To Profiles Reflecting VMV ‣ Reinforce VMV Through Behaviors ‣ Established Proforma & Budgeting Models ‣ KPIS Reflecting Best In Class ‣ Lorem ipsum dolor sit ‣ Marketing & Sales Systems ‣ Financial Accounting Systems ‣ Operational & CRM Systems ‣ HR & Talent Acquisition & Management Systems ‣ Establishes Ability To Set Goals Based On Best In Class ‣ Enables Ability To Understand What Is Happening ‣ Enables Ability To Execute To A Target Based On Facts. Internal: Execution Engine
RESOURCES @BRYANKOROURKE
RESOURCES @BRYANKOROURKE
Success Is A Discipline
Saper Vedere
@bryankorourke

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Improve Your Club's Competitive Ability - From IHRSA 2016

  • 1.
    Improve Your Club’sCompetitive Ability @bryankorourke #IHRSA2016
  • 2.
  • 3.
  • 4.
    Competing Is AboutSmart Choices Strategy
  • 5.
    & Execution: GettingThings Done 90% Of Strategies Fail
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
    INDUSTRY LIFECYCLE SCURVE REINVENTION Bricks & Mortar Biz ModelsKey Driver Is Profitability DIGITAL OMNICHANNEL WELLNESS LIFESTYLE ENTERTAINMENT
  • 14.
    14 TRIPLE IN DECADE 1BGLOBAL FITNESS CONSUMERS BY 2025
  • 15.
  • 16.
  • 17.
  • 18.
    18 US CLUB GROWTH2010-2014 KIOSK, LOW COST & STUDIOS LEAD GROWTH
  • 19.
    Low Cost With7 Million Users External Factors - Competition
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
    25 While Others Reposition “EvolveFrom Health Club To Healthy Way Of Life Solution - $20B To $300B Market”
  • 26.
    Digital Alternatives &Innovations Emerging Opportunities
  • 27.
  • 28.
    Omni Channel Brands- SC Is #1 #GeniusBrand Today Emerging Opportunities
  • 29.
  • 30.
    ROLES ARE CHANGINGWITH LIFESTYLES
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
    OMNI-CHANNEL DELIVERY MODELSWILL EXCEL join today @fittechcouncil | fittechcouncil.org | info@fittechcouncil.org Leading Brands Are Embracing Technologies To Redefine Business Models By Moving From Single Channels Bricks And Mortar Alone, To Omni-Channel Experiences That Connect, Service And Support Customers Using Technology And Human Service Interfaces (Fitness 3.0). These Operators Will Likely Gain Significant Competitive Advantages Over Time If They Are Successful With Their Efforts To Become “Digital Masters”. The Acquisition By Anytime Fitness Of PumpOne Exemplifies The Realization By Industry Leaders Of The Need For Omni-Channel Delivery. Orange Theory’s Development Of Apps And Heart Rate Training Technologies That Work For Members Inside And Outside Of Their Studios Reflects Acknowledgement Of The Importance Of Omni-Channel As Well. WELCOME TO FITNESS 3.0 2016 FITNESS TECHNOLOGY TREND REPORT 43OMNI CHANNEL
  • 44.
  • 45.
    INDUSTRY LIFECYCLE SCURVE REINVENTION Bricks & Mortar Fitness ModelsKey Driver Is Profitability DIGITAL OMNICHANNEL WELLNESS LIFESTYLE ENTERTAINMENT
  • 46.
  • 47.
    You Can’t BeEverything To Everyone INTERSECTION OF: DEEPLY PASSIONATE ABOUT BEST IN THE WORLD AT DRIVES ECONOMIC ENGINE COLLINS HEDGEHOG
  • 48.
    48 Focus Here Customer Needs Competitors Offerings Core Competencies ‣ WhatCustomers To Target And Why ? ‣ What Are Your Competitors Delivering ? ‣ What Can You Do Really Well ? ‣ How Do You Decide What To Do ? Competing Strategy Meets Execution
  • 49.
    & Execution: GettingThings Done 90% Of Strategies Fail
  • 50.
    Combining These DynamicsWith The Right Strategy Wins 50 1 2 ‣ People, Values & Culture ‣ Business Model Including KPIS Profitability, & Investment ‣ Systems Including Sales & Marketing, Retention & CRM 2. Execution Engine ‣ Brand Promise Including Touch Points, Aesthetics & Utility ‣ Pricing Models ‣ Service Delivery Including Physical & Digital Rubber Hits Road 1. User Experience Where Are You & Where Are You Going ? Process
  • 51.
  • 52.
    3 Components ToCompetitive Advantage In User Experience 52 Brand User Experience Pricing Models Service Delivery ‣ Touch Points : Customer Journey ‣ Digital & Physical Aesthetics ‣ Utility ‣ Communication Strategy ‣ Personality ‣ On-Demand, Flexible Or Firm ‣ Initiation Fees, Upgrade Fees, Premium Services ‣ Layering ‣ Termination Process ‣ Straight Membership ‣ Enhanced Program Offerings ‣ Nutrition, Massage, Or Therapies ‣ Digital Services ‣ Positions The Brand To Compete ‣ Differentiates From Competitors ‣ Meets The Markets Trends Internal: Designing User Experience
  • 53.
    3 Components ToThe Execution Engine 53 People Values & Culture Execution Engine Business Model Systems ‣ Clear Vision, Mission And Values ‣ Hire To Profiles Reflecting VMV ‣ Reinforce VMV Through Behaviors ‣ Established Proforma & Budgeting Models ‣ KPIS Reflecting Best In Class ‣ Lorem ipsum dolor sit ‣ Marketing & Sales Systems ‣ Financial Accounting Systems ‣ Operational & CRM Systems ‣ HR & Talent Acquisition & Management Systems ‣ Establishes Ability To Set Goals Based On Best In Class ‣ Enables Ability To Understand What Is Happening ‣ Enables Ability To Execute To A Target Based On Facts. Internal: Execution Engine
  • 54.
  • 55.
    ONE PAGE STRATEGICPLAN BIZ MODEL DESIGN
  • 56.
  • 57.
  • 58.
    58 VIRTUAL TRAINING -GAMIFICATION - IN & OUT GAMIFICATION | PERSONALIZATION
  • 59.
  • 60.
  • 61.
  • 62.
  • 63.
  • 64.
    PRIZM SEGMENTATION -PROFILING USER EXPERIENCE CATERS TO SEGMENTS
  • 65.
  • 66.
    PRIZM SEGMENTATION -PROFILING 4 Social With 14 Segments | 3 Lifestyle 11 Segments
  • 67.
  • 68.
  • 69.
    MARKET ANALYSIS •5, 10and 15 minute drive times from Example Club Shown above. •Households within the drive times total 2,205 within 5 minutes, 15,663 within 10 minutes, and 71,348 within 15 minutes.
  • 70.
    COMPETITIVE ANALYSIS LOS ANGELESLOSANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELES VENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURAVENTURA 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HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada Hills Sun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun Valley 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CalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasas North HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth Hig Cypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress Pa JeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJefferson WildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasin RivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRiviera Pacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific Palisad GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM M mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM mM m M WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM WM W OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM © T N C m A M LEGEND n e s a e H ghways U S H ghways S a e H ghways Current Members Cu en Membe Ma o Roads Spec rum Pa sades P epa ed o F ma c • DETERMINE MARKET POTENTIAL • UNDERSTAND MARKET SHARE • ANALYIZE TRENDS
  • 71.
    MARKET ANALYSIS 
 Top SocialGroups 
 Top LifeStage Groups Group Name Area HH % S1 Upper Crust 4267 27.24 U1 Bohemian Mix 3145 20.08 S1 Movers & Shakers 2445 15.61 U1 Money & Brains 1378 8.80 Group Name Area HH % M1 Upper Crust 4267 27.24 Y2 Bohemian Mix 3145 20.08 Y1 Movers & Shakers 3445 15.61 M1 Money & Brains 1378 8.8
  • 72.
    MARKET ANALYSIS Cancelled Social Groups CancelledLifeStage Groups Group Name HH % Y1 Midlife Successes 429 32.75 M1 Affluent Empy Nests 354 27.02 F1 Accumulated Wealth 129 9.85 Group Name HH % S1 Elite Suburbs 421 32.14 T1 Landed Gentry 368 28.09 S2 The Affluentials 158 12.06 U1 Urban Uptown 150 11.45
  • 73.
    COMPETITIVE ANALYSIS UNDERSTAND WHAT GROUPSARE YOUR BEST CUSTOMERS AND WHO IS LEAVING & JOINING & WHY
  • 74.
    Combining These DynamicsWith The Right Strategy Wins 74 1 2 ‣ People, Values & Culture ‣ Business Model Including Profitability, & Investment ‣ Systems Including Sales & Marketing, Retention & CRM Execution Engine ‣ Brand Promise Including Touch Points, Aesthetics & Utility ‣ Pricing Models ‣ Service Delivery Including Physical & Digital Rubber Hits Road User Experience Where Are You & Where Are You Going ? Process
  • 75.
  • 76.
    RICK MAYO 1998$1M PT DROPPED TO $150K
  • 77.
  • 78.
    PRIZM SEGMENTATION • 8,000feet • Annual EFT ($319) memberships • 500 + members, physical therapy clinic, registered dietitian, massage therapist • 60K+ sessions year
  • 79.
    AVG EFT $319/MONTH $99$149 $249 $359 $439 $2100 Program Design Team Training 1X Week SGT Unlimited SGT Unlimited SGT + 1 On 1 Training
  • 80.
    Combining These DynamicsWith The Right Strategy Wins 80 1 2 ‣ People, Values & Culture ‣ Business Model Including Profitability, & Investment ‣ Systems Including Sales & Marketing, Retention & CRM Execution Engine ‣ Brand Promise Including Touch Points, Aesthetics & Utility ‣ Pricing Models ‣ Service Delivery Including Physical & Digital Rubber Hits Road User Experience Where Are You & Where Are You Going ? Process
  • 81.
  • 82.
  • 83.
  • 86.
    Combining These DynamicsWith The Right Strategy Wins 86 1 2 ‣ People, Values & Culture ‣ Business Model Including Profitability, & Investment ‣ Systems Including Sales & Marketing, Retention & CRM Execution Engine ‣ Brand Promise Including Touch Points, Aesthetics & Utility ‣ Pricing Models ‣ Service Delivery Including Physical & Digital Rubber Hits Road User Experience Where Are You & Where Are You Going ? Process
  • 87.
  • 88.
    THE MOST SUCCESSFULFITNESS BRANDS WILL BE DIGITAL MASTERS join today @fittechcouncil | fittechcouncil.org | info@fittechcouncil.org 2016 FITNESS TECHNOLOGY TREND REPORT 88
  • 89.
  • 90.
    90 BUSINESS MODEL INNOVATIONS WHENTHE GAME GETS TOUGH CHANGE THE GAME
  • 91.
    How Do YouImprove Your Competitive Ability ? @bryankorourke
  • 92.
    Competing Is AboutChoices Strategy
  • 93.
    & Execution: GettingThings Done 90% Of Strategies Fail
  • 94.
  • 95.
    INDUSTRY LIFECYCLE SCURVE REINVENTION Bricks & Mortar Biz ModelsKey Driver Is Profitability
  • 96.
    96 US CLUB GROWTH2010-2014 KIOSK, LOW COST & STUDIOS LEAD GROWTH
  • 97.
  • 98.
    98 TECHNOLOGY KEY DRIVING CHANGEVIA UX ENHANCED SERVICE
  • 99.
    You Can’t BeEverything To Everyone INTERSECTION OF: DEEPLY PASSIONATE ABOUT BEST IN THE WORLD AT DRIVES ECONOMIC ENGINE COLLINS HEDGEHOG
  • 100.
    100 Focus Here Customer Needs Competitors Offerings Core Competencies ‣ WhatCustomers To Target And Why ? ‣ What Are Your Competitors Delivering ? ‣ What Can You Do Really Well ? ‣ How Do You Decide What To Do ? Competing Strategy Meets Execution
  • 101.
    Combining These DynamicsWith The Right Strategy Wins 101 1 2 ‣ People, Values & Culture ‣ Business Model Including KPIS Profitability, & Investment ‣ Systems Including Sales & Marketing, Retention & CRM Execution Engine ‣ Brand Promise Including Touch Points, Aesthetics & Utility ‣ Pricing Models ‣ Service Delivery Including Physical & Digital Rubber Hits Road User Experience Where Are You & Where Are You Going ? Process
  • 102.
  • 103.
    3 Components ToCompetitive Advantage In User Experience 103 Brand Promise User Experience Pricing Models Service Delivery ‣ Touch Points : Customer Journey ‣ Digital & Physical Aesthetics ‣ Utility ‣ Communication Strategy ‣ Personality ‣ On-Demand, Flexible Or Firm ‣ Initiation Fees, Upgrade Fees, Premium Services ‣ Termination Process ‣ Straight Membership ‣ Enhanced Program Offerings ‣ Nutrition, Massage, Or Therapies ‣ Digital Services ‣ Positions The Brand To Compete ‣ Differentiates From Competitors ‣ Meets The Markets Trends Internal: Designing User Experience
  • 104.
    3 Components ToThe Execution Engine 104 People Values & Culture Execution Engine Business Model Systems ‣ Clear Vision, Mission And Values ‣ Hire To Profiles Reflecting VMV ‣ Reinforce VMV Through Behaviors ‣ Established Proforma & Budgeting Models ‣ KPIS Reflecting Best In Class ‣ Lorem ipsum dolor sit ‣ Marketing & Sales Systems ‣ Financial Accounting Systems ‣ Operational & CRM Systems ‣ HR & Talent Acquisition & Management Systems ‣ Establishes Ability To Set Goals Based On Best In Class ‣ Enables Ability To Understand What Is Happening ‣ Enables Ability To Execute To A Target Based On Facts. Internal: Execution Engine
  • 105.
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  • 107.
    Success Is ADiscipline
  • 108.
  • 109.