The document discusses the significant impact of technology and digital fitness trends influenced by factors such as changing demographics and consumer behavior. It highlights the challenges and opportunities faced by the fitness industry, particularly accelerated by COVID-19, and emphasizes the need for gym businesses to adapt through technology and personalized experiences. The author advocates for a strategic reevaluation of business models and user experiences in the evolving landscape of health and fitness.

1. Grande impacto de tecnologias no fitness
@BryanKORourke October 2020 Brazil

3. @bryankorourke
bryankorourke@gmail.com

4. “ODAVAD”
“HYBRIDIZATION”
On Demand Anywhere Virtual Anytime Digital Fitness
http://bit.ly/BKO2030
Big Tech’s Impact

5. CONVERGENCE OF 5 MEGATRENDS
DRIVING INDUSTRY CHANGE NARRATIVE
An interconnected
multi-cultural world.
Changing
demography with an
aging population.
Increasingly
empowered and
knowledgable buyers.
Always on and
connected with more
intelligence.
Sustainability and the
fourth industrial
revolution.
ConsumersGlobalism Demographics Technologies Economics

6. TREND NARRATIVE - CONVERGENCE

7. Health & Education Industries Most Impacted

8. COVID19 Accelerated Trends
Convergences Already There

9. O P P O R T U N I T Y & C H A L L E N G E S

10. A DIFFERENT FUTURE
INDUSTRY

11. 2007
ALWAYS ON
BIG TECH
IT ALL REALLY
STARTED WITH
THE MOBILE
INTERNET

12. 2020 BIG TECH ACCESS EVERYWHERE

13. @bryankorourke 2019 13
BIG TECH ABOUT TO CHANGE AGAIN
ALWAY ON CHEAPER AND FASTER

21. How People Buy Things Has
Changed A LOT

22. WORK TRENDS PRE-COVID

26. @IHRSA BRAZIL $2.17 BILLION USD
29,525 CLUBS 10.3 M MEMBERS
4.92% PENETRATION RATE

27. OVER 1.2B FITNESS APP USERS
GLOBALLY DOUBLE DIGIT GROWTH

28. AT HOME AND ON THE GO FITNESS

29. NOOM HAS 50M USERS
NOT JUST FITNESS NEW TYPES OF APPS

30. TECHNOLOGIES HAVE BEEN HARMFUL
TO OUR HEALTH - BACKLASH

33. The newly released 2019 Edelman Trust Barometer reveals that trust has changed
profoundly in the past year, with “my employer” emerging as the most trusted
institution. Globally, “my employer” (75 percent) is significantly more trusted than
NGOs (57 percent), business (56 percent), government (48 percent) and media (47
percent).

35. MOST TRUSTED BRANDS TECHNOLOGY
https://www.visualcapitalist.com/the-most-loved-brands/

36. What Is Your Gym Business Becoming ?
How Should You Think About It ?
TECH VISION

37. Industry Drivers

38. Current Industry State &
What Industry Exactly ?

40. Environment For Capital - M&A Strong

41. TECH ASSET BUBBLE

42. $50B VALUATION
TECH ASSET BUBBLE

43. $18.5 Billion Valuation 2 Million Users
Underlying Economics Don’t Justify Value

44. $150 M MapMyFitness 2013
$85 M Endomondo $475 M MyFitnessPal 2015
Never Made A Nickel

45. NO LONGER A GROWTH STOCK
VALUE $4.5 Billion

46. CONSOLIDATORS

47. Digital Fitness Has
Little Impact On
Gym Usage
10%

48. Top Brands Going Vertical
Owning The Member & Hybrids

49. More Global Industry

50. NEW DIFFERENTIATED MODELS
ADDING GROWTH
BUT STILL OVER PAYING

51. FITNESS PART OF A LARGER MARKETPLACE
competing for share of wallet
http://bit.ly/wellnessreport2018

52. NEW ALTERNATIVE
WELLBEING EXPERIENCES

53. FITNESS & WELLBEING ARE BEING
DELIVERED VIA MANY NEW CHANNELS

54. OPPORTUNITIES & THREATS
DIGITAL GROWTH | HUMAN VALUE

55. Hyper - Personalized
ALTERNATIVE AND NEW DIGITAL FITNESS
AND HEALTH EXPERIENCES

56. “We’re extremely interested in this area
(health care). And, yes, it is a business
opportunity. If you look at it, medical
health activity is the largest or second-
largest component of the economy,
depending on which country in the
world you’re dealing with.”
Tim Cook
Fortune Magazine Interview
September 2017

57. Apple Access To
Cheap Capital
Needs Continued Growth

61. Health is Apple’s next big arena
www.bryankorourke.com @bryankorourke
devices = data
= personalization
= services

65. "If you zoom out into the future, and
you look back, and you ask the
question, 'What was Apple's greatest
contribution to mankind?' It will be
about health.”
Tim Cook
Jim Cramer Interview
January 2019

66. Gangster Move Of 21st Century
Apple First Store 2001
Now Over 500 Stores in 25 Countries

67. MOST
TRUSTED
BRANDS ARE
TECHNOLOGY
BASED
https://www.visualcapitalist.com/the-most-loved-brands/

68. MOST
TRUSTED
BRANDS ARE
TECHNOLOGY
BASED

69. Global Smartwatch Market Revenue
up 20% in H1 2020, Led by Apple

71. “ODAVAD” “HYBRIDIZATION” TABLE STAKES

72. Apple Wants To Be In Health

73. Singapore Government Initiative

74. Not The End
Apple EcoSystem Expanding

75. Strategies To Excel

76. ECONOMIC PRESSURES OF DIGITIZATION

77. THE IOT
THE INTERNET OF EVERYTHING

79. FACIAL RECOGNITION

80. PAYMENT SYSTEMS A BIG DEAL

81. HYPER PERSONAL VOICE INTERFACE

82. VALUE WHAT IS HUMAN - SPORTS

83. VALUE WHAT IS HUMAN - GROUP FITNESS
VALUE WHAT IS HUMAN - EVENTS

84. VALUE WHAT IS HUMAN - GROUP FITNESS

85. VALUE WHAT IS HUMAN - COACHING

86. OPPORTUNITY
DIFFERENTIATE YOUR
OFFERINGS

87. OPPORTUNITY
MAKE YOUR EXPERIENCE
100% EASIER
CONVENIENCE IS THE
NEW CURRENCY

88. “FRICTIONLESS USER EXPERIENCES :
DIGITAL CONVENIENCE” -

89. IN CLUB TECH & OMNI-CHANNEL
GAMIFICATION

90. IMMERSIVE SCREEN EXPERIENCES

91. OUTSTANDING SERVICE
HIGH TECH HIGH TOUCH

92. 01 02 03
ASSESSMENT
WHERE IS YOUR
BUSINESS REALLY
TODAY ?
MINDSET
HOW DO YOU SEE THE
WORLD ?
USER X
ARE YOU ALIGNED TO
THE 4 PILLARS OF
EXCEPTIONAL UX ?
04
ECONOMICS
DO YOU HAVE A
SUSTAINABLE BUSINESS
MODEL ?
05
EXECUTION
ARE YOU EMBRACING
THE 4 PILLARS OF
EXECUTION ?
HAVE A REAL STRATEGY : CHOICES

93. 1. OBJECTIVE ASSESSMENT

94. E
N
3. USER EXPERIENCE
Are You Integrating The
Keys To Excellent UX ?
2. MINDSET
How Do You See The World
And What Do You Believe ?
5. EXECUTION ENGINES
Are You Focusing On The 4
Pillars Of Execution ?
4. NEW ECONOMICS
What Is Your True
Business Model ?M
U
DEFINE YOUR
THE MUNE MATRIX

95. CONTROLLING TO
EMPOWERING
PLANNING TO
EXPERIMENTATION
PRIVACY TO
TRANSPARENCY
PREDICTABLE TO
UNPREDICTABLE
PROFIT TO
PURPOSE
HIERARCHIES TO
NETWORKS
CHALLENGE THE ‘WHY’ BEHIND YOUR MINDSET

96. RETHINK STRATEGY RESOURCES TO CHECK OUT

97. Hyper-Personal Frictionless Strategic Experience Omni-Channel
1 2 3 4
FOUR INTERCONNECTED KEYS TO EXCELLENT UX

98. Michael Doe
IMAGE
PLACEHOLDER
Jeniffer Thompson
IMAGE
PLACEHOLDER
Erica Doe
AUTOMATION
ENTERPRISE
PLATFORMS
SENSORS AND
DATA
HUMAN CAPITAL
EXECUTION ENGINES IMPROVE EXPERIENCE LOWERS COST = SUSTAINABLE
HOW WILL YOU COMPETE IN THE FUTURE ?
TECHNOLOGY EXECUTION ENGINES

99. MARKETING AND SERVICE AUTOMATION

100. EMBRACE ENTERPRISE NON-SILO’D SYSTEMS
CONSOLIDATION OF PLAYERS UNDERWAY
OPPORUNITY

101. AUTOMATE KEY FUNCTIONS
HIGH TECH HIGH TOUCH

102. INVEST IN A TRAIN GREAT PEOPLE
FINDING TALENTED PEOPLE AND CREATING NEW BUSINESS
MODELS AROUND THEM BE KEY
GREAT CULTURE & TALENT

103. DISRUPTION IN THE ERA
OF MASS ACCELERATION
LEARN FROM OTHER INDUSTRIES

105. http://www.fittechcouncil.org/podcast/
FITNESS PLUS TECHNOLOGY PODCAST

106. GO DIGITAL WHILE BECOMING
EVEN MORE HUMAN

107. DON’T FORGET THE WHY. IN A WORLD OF GREAT
CHANGE YOU MAKE THE WORLD A BETTER PLACE

108. Thank you @bryankorourke
bryankorourke@gmail.com