The document discusses trends in the fitness industry, including: - Women now make up over half of health club memberships and the majority of new members. This will change how clubs operate and program. - There is opportunity to capture the growing yoga, Pilates, and barre markets by offering specialized classes. Mind/body exercise is increasing in popularity. - Segmentation, customization, and human connection are becoming more important to consumers than equipment-focused fitness. Specialized training classes will grow in importance.

1. Megatrends
in
Management,
Leadership
&
Naviga4ng
Change
1 BMC3.com 5/17/14
by
Bill
McBride

2. BMC3.com2
q Shi.ing
dynamics
&
Trending
q
Changing
technologies
q
Member
knowledge
q
Consumer
behavior
q
Informa?on
/
Decision
Making
5/17/14
Overview:
5
Parts

3. Part
1:
Shi.ing
Dynamics
5/17/14BMC3.com3
The
Only
Constant
is
Change…
How
are
we
going
to
deal
with
it?
“There
is
nothing
permanent
except
change.”
-­‐
Heraclitus
(ancient
Greek
philosopher
who
lived
about
100
years
before
Plato)

4. Total
Industry
5/17/14BMC3.com4
Revenues
(US$)
#
Clubs
#
Of
Members
Europe
$32,022,818,913
46,396
41,947,250
United
States
&
Canada
$24,396,000,000
36,742
55,903,000
Asia-­‐Pacific
$13,601,250,000
21,658
17,033,697
La?n
America
$5,527,333,520
46,130
14,307,240
Africa
&
Middle
East
$199,718,831
2,234
2,549,933
Total
$75,747,121,264
153,160
131,741,120

5. Part
1:
Trending
BMC3.com5
IBIS
World
Industry
Report
71394
–
February
2012
-­‐
Gym,
Health
&
Fitness
Clubs
in
the
US
• $25.3bn
in
Revenue
• $2.1bn
in
Profit
• .9%
Annual
Growth
07-­‐12
• $7.6bn
in
Wages
• 2.8%
Annual
Growth
12-­‐17
• 29,365
commercial
clubs
• Young
people
and
Baby
Boomers
will
aim
to
stay
fit,
suppor?ng
demand
• Consumers
35
and
older
will
drive
growth
Key
Success
Factors:
•
Easy
access
for
clients
•
Effec4ve
product
promo4on
•
Economies
of
scale
•
Provisions
for
appropriate
facili4es
•
Having
technical
knowledge
of
product
•
Business
exper4se
as
operators
5/17/14

6. Part
1:
Trending
5/17/14BMC3.com6
• Women
are
becoming
a
larger
buying
force
for
all
brand
products.
• This
will
represent
a
dominant
majority
with
regard
to
consumer
brand
patronage
and
advocacy.
• 85%
of
all
brand
purchases
are
made
by
women
yet
only
3%
of
adver?sing
agency
crea?ve
directors
are
women.
•
Women
make
up
64%
of
Facebook
users,
58%
of
Twifer
users
and
82%
of
Pinterest
users.

7. Part
1:
Trending
-­‐
More
Women
in
Health
Clubs
BMC3.com7
Sources: 2011 IHRSA Profiles of Success, She-Conomy.com & Digital Flash NY
5/17/14
•
Women
are
becoming
the
dominant
user
of
health
clubs
in
the
US,
as
well
as
the
majority
of
the
popula?on
and
the
driving
force
in
consumer
spending.
•
The
current
club
make
up
is
51%
female
to
49%
male.
•
In
2011
nearly
3
out
of
5
NEW
members
(57%)
were
women
(to
43%
men).
•
This
shi.
may
change
the
way
we
operate,
program
and
design
our
facili?es.
There
are
profound
implica?ons.

8. Part
1:
Trending
BMC3.com8
Q:
What
does
this
means
to
us?
A:
There’s
a
unique
opportunity
to
capture
market
share
and
enhance
the
service
offerings
in
the
industry
by
providing
these
“bou?que”
level
Pilates,
Yoga
and
Barre
classes
in
a
larger,
luxury
fitness
center.
q US
Fitness
Industry
produces
annual
revenues
of
$21
billion
q
US
expenditure
of
yoga
&
Pilates
classes
is
$5.7
billion
and
is
increasing
q
Pilates
training
alone
has
grown
456%
in
9
years
q
New
movement
toward
mind/body,
lower-­‐
impact
exercise
classes
like
Pilates
&
Yoga
to
draw
women
together
for
mo?va?on
5/17/14

9. What’s
Different
in
the
Fitness
Industry?
5/17/14BMC3.com9
} MORE
IMPORTANT:
-­‐ Segmenta4on
-­‐ Mass
customiza4on
-­‐ Individual
member
knowledge
-­‐ Human
connec4on
-­‐
Opera?ng
with
integrity
and
transparency
-­‐ 3rd
party
valida4on
-­‐ Sales,
marke?ng,
opera?ons
&
technology
are
“blurring”
-­‐ Specialized,
small
group
“efficient”
training
will
become
even
more
important
to
consumers
-­‐ Func4onal
training
spaces
and
passive
areas
are
more
popular
-­‐ Cardio
equipment
usage
is
stable
} LESS
IMPORTANT:
Selectorized strength equipment
usage appears to be on a decline in the
U.S.

11. BMC3.com

12. BMC3.com12

13. “Welcome”
BMC3.com13

15. Obesity
Epidemic
&
Inac?vity
Crisis
BMC3.com15
q Governments
are
looking
for
new
sources
of
revenue
and
poli?cians
want
to
“do
something”
q
Healthcare
costs
are
skyrocke?ng
q
The
US
Government
is
focused
on
outcomes:
conges?ve
heart
failure,
acute
myocardial
infarc?on
(heart
afack),
and
pneumonia
q
Informa?on
delivery
and
consump?on
are
going
through
a
major
revolu?on
5/17/14

16. BMC3.com16 5/17/14
“Predic?on
is
very
difficult,
especially
if
it’s
about
the
future.”
-­‐
Niels
Bohr

17. The
Economy
BMC3.com17 5/17/14
•
Fiscal
cliff
•
Federal
deficit
•
Foreign
debt
q
The
last
?me
the
economy
was
beset
by
influences
like
these
the
industry
took
a
huge
hit
q
It
has
taken
years
for
us
to
begin
to
see
posi?ve
membership
growth
again

18. Accountable
Care
Organiza?ons
(ACO)
BMC3.com18
q Currently
75%
of
healthcare
costs
go
to
trea?ng
diseases
that
are
largely
preventable
q The
advent
of
ACOs
are
crea?ng
a
paradigm
shi.
in
medical
care
from
disease
treatment
to
disease
preven?on
q This
will
create
significant
opportuni?es
for
health
management
What’s
that?
A
healthcare
organiza?on
characterized
by
a
payment
and
care
delivery
model
that
seeks
to
?e
provider
reimbursements
to
quality
metrics.
5/17/14

19. HIPPA
5/17/14BMC3.com19
q The
Health
Informa?on
Portability
and
Accountability
Act
(HIPAA)
governs
the
collec?on,
usage
&
storage
of
bio
data
q
Now
that
healthcare
reform
has
survived
its
challenge
in
the
supreme
court,
HIPAA
will
be
expanding
q
This
may
have
broad
implica?ons
for
the
industry
Data
the
industry
has
always
held
(like
BMI,
heart
rate
or
even
weight)
may
now
fall
under
the
HIPAA
umbrella.

20. Economic
Incen?ves
/
Penal?es
5/17/14BMC3.com20
Mandating economic
incentives
May reach a new segment of
the market (those motivated
by extrinsic rewards)
In theory this could create an
expanded market for the industry

21. Part
2:
Changing
Technologies
BMC3.com21
q Quantified Self - Digital
Sensors
Are:
} Quickly
becoming
the
number
one
source
of
data
(mobile
GPS
data)
}
Part
of
the
way
our
environment
interacts
with
us
(NFC)
}
Incorporated
into
our
clothing
and
apparel
(Sensors,
Google
Glasses)
} Concussion
patches
} Smart
Phone
capability
–
photo
of
equipment
screen
–
info
logged
in
the
correct
data
field
Accuracy
is
increasing
at
exponen4al
rates!
In
the
next
decade
advances
in
facial
recogni?on
will
probably
replace
the
need
for
manual
club
check-­‐ins
and
access
5/17/14

22. 3rd
Party
Devices
5/17/14BMC3.com22
+ Fit Bit + Bit Gym
+ Jaw Bone + WiThings +
My Zone + Zephyr
+ Body Bugg + Fit Bug

23. Mobile
BMC3.com23
q It
is
being
predicted
that
mobile
Web
usage
will
overcome
desktop
Web
usage
by
2015
q
Google
now
develops
and
tests
all
their
new
applica4ons
on
mobile
first
q 38%
of
smart
phone
users
have
made
some
type
of
commerce
transac?on
using
their
phone
q
Mobile
user
usability
and
u?lity
demands
will
con?nue
to
increase
as
this
modality
eclipses
desktop
Internet
usage.
5/17/14

24. q Current
Func4onality
• Mobile
access
to
class
schedules
• Ability
to
download
classes
to
personal
calendars
• Class
change
no?fica?on
• Promo?ons
• Instant
access
to
contact
us
• Membership
card
• Social
check-­‐ins
on
Facebook
&
Foursquare
• YouTube
integra?on
• iPhone
&
Android
Plasorm
Fitness
Mobile
App:
Keep
Members
Connected
from
Mobile
Devices
BMC3.com24 5/17/14

25. More
App
Func?onality
BMC3.com25
q
Online
Booking
&
Scheduling
q
Member
mobile
social
network
q
Check-­‐ins
&
wall
posts
q
Offer
&
review
sharing
q Geo-­‐social
Challenge
q
Check-­‐in
at
various
outdoor
workout
spots
for
points
q
Challenge
friends
to
a
compe??on
q
Bio-­‐metric
tool
tracking
&
calculators
q
Provide
a
mobile
tracking
resource
q
Reward
healthy
behavior
outside
the
club
5/17/14

26. Some
Thoughts
From
the
Leisure
Handbook
2014
Leisure
Management
Magazine
–
UK
5/17/14BMC3.com26
} Foresight
2014
} 1
Interac?ve
Technology
–
having
fun
immersed
in
an
experience
(smell,
site,
sound,
temperature)
} The
importance
of
“stars”
in
social
media.
According
to
the
University
of
CA,
Berkely:
} “A
variance
of
just
half
a
star
ra?ng
can
determine
whether
a
business
thrives
or
goes
bust
according
to
economists
at
the
University”
} Google
Glass
-­‐
What
will
you
do
when
your
customers
show
up
wearing
Google
Glass?
} End
of
Life
Care
-­‐
An
industry
around
a
good
death
may
cause
some
disrup?on.
(Family,
comfort,
care,
spiritual)
} Retail
&
Leisure
–
Xercise
4Less
teaming
up
with
Tesco
with
100
health
clubs
in
grocery
stores.
Retailers
are
looking
for
ways
to
mone?ze
the
redundant
space
created
by
e-­‐commerce
and
leisure
is
providing
a
crea?ve
solu?on
} Ikea
($)
&
Marriof
(Ops)
teaming
up
with
a
new
brand
Moxy
–
hotels
with
IKEA
furnishings
and
design

27. 5/17/14BMC3.com27
} Cellular
Health
} Living
organisms
are
made
up
of
balance
} Fungi
/
Bacteria
(immune
system)
} Sodium
/
Potassium
} Exercise
/
Rest
} Acid
/
Alkali
} Oxygen
/
Carbon
Dioxide
} Good
cellular
health
is
the
founda?on
of
wellbeing.
More
research
and
awareness
on
this
are
on
the
way

28. The
Limita?ons
of
Technology:
A
Club
Perspec?ve
5/17/14BMC3.com28
q Companies
are
devo?ng
?me
and
money
to
technologies
&
social
media
presences,
but
few
are
seeing
high
ROI
q Health
&
Wellness
apps
now
number
a
lot
more
than
15,000,
but
there’s
been
no
significant
change
in
the
consumer
reach
of
the
industry
q Club
One
completed
a
pilot
of
biometric
trackers,
but
found
no
significant
change
in
brand
affinity
or
users
achieving
health
goals
(possible
random
nature
of
device
assignment)
q
Technology
alone
hasn’t
shown
an
ability
to
create
or
keep
a
new
market
as
of
yet
q I
have
a
resounding
belief
that
technology
with
human
touch
is
the
key
to
op?miza?on
Tip
for
operators:
Before
geing
too
caught
up
in
the
hype
of
the
cloud,
open
API’s
or
social
networks;
remember
good
opera4ons
is
the
core
and
human
interac4on
with
technology
seems
to
have
the
best
opportunity

29. BMC3.com29
The
Group
Exercise
market
is
growing
and
driven
by:
q
Women:
} In
2011,
nearly
3
out
of
5
new
members
(57%)
were
women
to
43%
men
(compared
to
51%
women
in
2010)
} 68%
of
group
fitness
par?cipants
are
women
q
Age:
} Baby
Boomers
are
afracted
to
“so.
fitness”
–
Yoga,
Pilates,
Tai
Chi,
hands-­‐on
flexibility,
etc,
these
are
all
delivered
in
group
fitness
classes
} They
are
35
and
over
but
technologically
savvy
q
Growing
demand
for
social
component
and
sense
of
community:
q
Strong
perceived
value
proposi4on
} All
forms
of
personal
training
available
in
group
exercise
(TRX)
5/17/14
Part
3:
Member
Knowledge

30. Member
Knowledge
BMC3.com30
Group
exercisers
have
higher
life4me
customer
value
than
non-­‐group
fitness
members
because:
} They
come
more
oken.
Average
days
of
physical
ac?vity
for
typical
club
member
is
<3.
Average
in
group
fitness
(Les
Mills)
=
3.9
in
USA
-­‐
25%
greater
} They
stay
longer
as
a
member.
Afri?on
rates
are
inversely
correlated
to
usage
and
length
of
membership.
Higher
usage,
lower
afri?on.
Group
exercisers
have
longer
average
membership
lives
} They
spend
more.
Reflec?on
of
greater
commitment
} They
are
knowledgeable.
Want
a
diversity
of
offerings
and
this
creates
s?ckiness
} They
develop
rela4onships
with
instructors.
Drives
afendance
and
addi?onal
points
of
contact
} They
have
higher
net
promoter
scores
5/17/14

31. Member
Knowledge
BMC3.com31
Group
exercise
provides
a
social
component
and
sense
of
community
-­‐
q
Further
drives
down
alri4on
rates
q
Consumers
are
looking
for
this
afribute
and
equipment
alone
is
not
the
answer
q
Strong
digital
component
that
group
exercisers
know
how
to
use
5/17/14

32. Part
4:
Consumer
Behavior
BMC3.com32
New
Paradigm
With
Informa4on
Consump4on
PUSH
PULL Just
There
5/17/14

33. The
7
Biggest
Counterintui?ve
Social
Media
Mistakes
(by
Belle
Beth
Cooper,
Buffer
Blog
–
October
5,
2013)
5/17/14BMC3.com33
1. Losing out on traffic – Post the same thing multiple times
• Your readers aren’t reading every moment of the day
2. Using more tools than necessary – Don’t use all the tools available
• Focus on results
3. Don’t measure every social media metric you can
• The question to answer: Is the social media worth it?
4. Publishing when no one’s online – Don’t publish your posts when you write them
• FB engagements are 18% higher on Thursdays & Fridays
5. Filling up the character count – Say less
• Shorter posts get more engagement
• Twitter tweets with less than 100 characters get 17% more engagement
6. More hashtags, less content – Get back to basics
• Using Twitter hashtags correctly can mean 2X engagement for your tweets
1 or 2 (3 lowers overall engagement)
7. Talking to the wrong people – Don’t publish your posts when it’s convenient for you
• Test for your target audience – men, later in the day – women, earlier

34. Parature
Whitepaper
Customer
Service:
The
Next
Genera?on:
8
Megatrends
Evolving
Customer
Service
and
the
Customer
Experience
5/17/14BMC3.com34
} One:
New
Age
Support
–
When
customers
have
a
problem
with
a
product,
71%
of
16-­‐24
year-­‐olds
and
65%
of
25
to
34-­‐year-­‐olds
search
for
a
solu?on
online
first.
-­‐
Sitel
Study
} Two:
The
Power
Shi.s
to
the
Customer
–
82%
of
consumers
say
gexng
their
issue
resolved
quickly
is
the
top
element
of
a
great
online
experience.
-­‐
LivePerson
Connec?ng
with
Customers
Report
} Three:
Advantage
–
Speed
and
Agility
–
“Siloed
and
disjointed
implementa?ons
for
different
customer
service
channels
simply
don’t
cut
it
anymore.”
–
Kate
Leggef,
Forrester
Research
} Four:
Social
Media
–
It
isn’t
Just
for
Marke?ng
Anymore
–
71%
of
consumers
who
experience
a
quick
and
effec?ve
brand
response
on
social
media
are
likely
to
recommend
that
brand
to
others

35. Parature
Whitepaper
Customer
Service:
The
Next
Genera?on:
8
Megatrends
Evolving
Customer
Service
and
the
Customer
Experience
5/17/14BMC3.com35
} Five:
Mobile
Mafers
–
1)
Put
the
Most
Important
Informa?on
Front
and
Center.
2)
Keep
Content
Simple.
3)
Invest
in
the
User
Interface.
} Six:
The
Convergence
of
the
Twain
–
SoMoGlo
(Social,
Mobile,
Global)
–
The
number
of
mobile
social
network
users
in
the
US
will
grow
from
58.5%
in
2012
to
79.1%
by
2015,
and
nearly
70
million
people
will
access
Facebook
from
their
phones
each
month
this
year,
equaling
85.4%
of
the
overall
mobile
social
networking
popula?on.
That
share
will
rise
to
87.4%
by
2014,
according
to
eMarketer.
} Seven:
The
Big
Challenge
of
Big
Data
–
This
is
a
balancing
act
on
key
metrics,
using
cloud
based
aggrega?on
to
have
informa?on
to
act
on
and
not
be
overwhelmed
by
} Eight:
Knowledge
is
Power
–
A
recent
study
from
Fleishman-­‐Hillard
found
89%
of
consumers
go
directly
to
business
websites
or
turn
to
Google,
Bing
or
another
search
engine
to
find
informa?on
on
products,
services
or
businesses
before
any
human
to
human
interac?on
takes
place
(if
it
ever
does).

36. Parature
Whitepaper
Customer
Service:
The
Next
Genera?on:
8
Megatrends
Evolving
Customer
Service
and
the
Customer
Experience
5/17/14BMC3.com36
} Conclusion:
Tug-­‐of-­‐War
going
on
between
digital
mastery
and
the
human
element.
} Your
online
presence
is
now
as
“real”
as
your
bricks
and
mortar.
} Your
online
presence
is
now
more
important
than
the
old
?me
Yellow
Pages
used
to
be
for
your
business’s
visibility.

37. Trending:
Making
Decisions
Fast!
5/17/14BMC3.com37
What used to be a message, is now a conversation.
Today’s consumer finds and shares their own
information about products in their own way, on
their own time.
Consumers use 10.4 sources of
information when making a
purchasing decision, up from 5.3
sources in 2010.

38. Continuing Advocate Identification
BMC3.com38 5/17/14

39. Making
Reviews
and
Referrals
More
Important
5/17/14BMC3.com39
Consumers use 10.4 sources of
information when making a
purchasing decision, up from 5.3
sources in 2010.

40. Part
4:
Digital
Marke?ng
5/17/14BMC3.com40
} Search
Lis?ngs
&
Reputa?on
Management
Why
is
it
important?
90% of web traffic
comes from
organic listings.
The top 3 spots
on Google get
58% of clicks.
Social Search:
friend
recommendations
and likes garner
higher placement.

41. Club
One’s
Digital
Marke?ng
Hub
BMC3.com41
Viral Sharing
Engaging
Conversation
Geo-Social &
Gaming
Recommendation
Engines
Online Group
Purchasing
Building
Community
5/17/14

42. What
Social
Media
IS
&
is
NOT
About
BMC3.com42
} The
virtual
and
physical
world
are
becoming
one
in
the
same.
} Social
Media
is
NOT
simply
having
a
Facebook
page
as
an
extension
of
your
website,
having
a
LinkedIn
page,
YouTube
channel
nor
a
FourSquare
account.
Social
Media
IS
about
understanding
your
best
customers,
brand
advocates,
neutrals
and
detractors;
data
collec?on;
qualifying
prospects;
engagement;
segmen?ng;
delivering
personalized
messages;
and
communica?ng
WITH
them
not
TO
them.
5/17/14

43. Part
5:
Informa?on
/
Decision
Making
BMC3.com43
What
is
the
member’s
“hassle”
with
regard
to
your
product?
Reducing
the
hassle
for
the
member
creates
a
WIN
for
everyone!
This
is
not
going
to
be
an
op>on…
it
will
just
be
the
way
you
must
operate…
5/17/14

44. How
people
buy…
Comparison
5/17/14BMC3.com44
Alignable
Differences
vs.
Nonalignable
Differences
Alignable
Differences
carry
a
lot
more
weight
with
consumers
q
The
process
of
comparing
tends
to
focus
on
alignable
(it’s
easier)
q
Unique
proper?es
are
hard
to
evaluate
q
With
the
current
segmenta?on
and
specializa?on
in
our
industry
–
being
able
to
align
your
product
to
other
choices
is
extremely
important

45. 2
or
3
Choices
seems
to
be
Ideal
5/17/14BMC3.com45
} Offering
1
} Offering
2
} Offering
3
The
power
of
comparison
–
“Predictably
Irra?onal”
Financial
Times
Example
Print
Only
Print
and
Online
Online
Only

46. What
you
can
do
to
help
people
buy…
(knowing
how
comparisons
play
a
role)
BMC3.com46
q Communicate
what’s
in
common
with
compe?tors.
Find
ways
to
help
consumers
find
comparable
elements
that
turn
what
seem
like
nonalignable
into
alignable
differences
q
Show
the
consumer
how
the
unique
feature
is
cri?cal.
Help
them
understand
the
unique
feature’s
role
q
Familiarize
customers
with
new
features.
Encourage
individual
evalua?on
instead
of
comparison
evalua?on
q
Knowing
more
about
how
people
make
comparisons
can
help
you
make
befer
decisions
and
influence
the
way
you
encourage
customers
to
evaluate
you
-­‐
Harvard
Business
Review,
Art
Markman
(research
with
Dedre
Gentner,
Doug
Medin
and
Shi
Zhang
(posted
July
21,
2011)
5/17/14

47. Prospect
Iden?ty
5/17/14BMC3.com47
q
More
and
more
research
says
personal
iden?fica?on
–
being
(noun)
versus
doing
(verb)
has
a
greater
impact
on
behavior
and
triggers
play
a
significant
role
q
Ques?onnaire
about
vo?ng
versus
voter
q
Civic
minded
ci?zen
versus
lexng
us
put
a
sign
in
your
yard
As
a
health
minded
exerciser…
versus
someone
doing
a
program,
joining….

48. Painkiller,
Vitamin
or
Drug?
5/17/14BMC3.com48
Painkillers
are
products
that
address
exis?ng
needs/pain
points
(addic?ve).
Vitamins
are
products
that
don’t
necessarily
address
an
immediately
apparent
need.
The
solu?on
makes
the
prospect’s
life
befer
–
yet
they
might
not
realize
it.
Drugs
are
like
Vitamins
-­‐
You
must
sell
a
prospect
that
it
will
make
life
befer
but
unlike
vitamins
it
is
addic?ve.
It
has:
1. Accruing
Benefit
–
the
more
you
use
the
befer
it
gets.
2. Moun?ng
Loss
–
the
longer
you
use
the
more
you
rely
on
it.
Going
cold
turkey
is
hard.
3. Product-­‐Market
Fit
–
drugs
are
vitamins
with
product-­‐market
fit.
How
disappointed
would
you
be
if
you
couldn’t
use
it
anymore.
Source:
Women2.org
/
by
Angie
/
By
Sarah
Tavel

49. Requirements
for
Success
in
Group
Exercise
Market
BMC3.com49
q Consistent
high
quality
of
classes
q
Members
are
more
knowledge
today
(read
reviews,
etc)
q
Local
knowledge
of
best
instructors
q
Diverse
and
updated
offerings
to
meet
broad
spectrum
of
needs
q
2
out
of
5
members
require
variety
in
programs
q
Deliver
against
three
key
future
influences:
q
Permanent
Connec?on
/
internet
&
devices
q
Personaliza?on
is
increasingly
required
q
Convergence,
blurring
and
blending
are
reshaping
exis?ng
categories
of
products
and
services
5/17/14

50. More
Requirements
for
Success
in
Group
Exercise
Market
BMC3.com50
q Outstanding
child
care
} Majority
of
customers
are
women
-­‐
many
with
children
q Offer
an
experience
that
has
prior
only
been
available
in
small,
bou4que
studios
q Ability
to
inspire
those
that
like
fitness
but
not
tradi4onal
gyms
q Plaqorms
and
apps
to
effec?vely
deliver
schedules,
changes,
instructor
informa?on,
special
events
in
easy
to
use
formats
5/17/14

51. Do
You
Care?
Do
I
Trust
You?
BMC3.com51
1.
2.
3.
5/17/14
0
5
10
15
20
25
30
35
40
No
Complaints
Unresolved
Compliants
Resolved
Complaints
Quickly
Resolved

52. Relevancy?
BMC3.com52
q Are
you
relevant…
q
Are
you
posi?oned
for
the
evolu?onary
adapta?on…
q
Are
you
thinking
about
the
design
elements
of
the
disrup?on
in
the
space…
q
Are
you
open
to
change…
q
Are
you
speaking
the
language…
q
Are
you
where
your
consumers
are
with
your
message…
5/17/14

53. 3
New
Things
You
Will
Consider…
5/17/14BMC3.com53
1
2
3

54. Thank
You!
5/17/14BMC3.com54
Bill
McBride
Cell:
(415)
299-­‐9482
Email:
BillMcBride@BMC3.com
www.linkedin.com/in/billmcbride
|
www.BMC3.com