This conference was presented at the 2013 ViPR global distributor conference in Miami. The information addresses key change drivers in the fitness industry in the context of ViPR and other product and services.

1. ViPR
Bryan K. O’Rourke
ViPR 2013 Distributors’ Conference
Miami, Florida
Market Trends
& Opportunities
1 @bryankorourke

2. WAVE
of change in fitness
The fitness business is changing . New
economic models and innovation (NEWISM),
changing consumers (Millennials) and
technologies are creating a new world where
new products and services will flourish while
others will become extinct.
@bryankorourke
2 ViPR Conference 2013 | @bryankorourke

3. OPPORTUNITY & ADVERSITY
“Brands will be
built and
others will fall
on the backs
of these trends.”
A BIG SHIFT IS UNDERWAY
@bryankorourke In the fitness business 3
Some Will Take Advantage And Others Will Suffer

4. CONVERGENCE DRIVING IT
2
consumers
1 3
new models
@bryankorourke technology
4 CONVERGENCE OF 3 KEY MACRO DRIVERS

5. 1 NEW BUSINESS MODELS
1
2
@bryankorourke 5
A SERIES OF THINGS CREATING THE NEW

6. CREATIVE DESTRUCTION 1
@bryankorourke
1. NEW REPLACING OLD - MICRO GYMS - NEWISM 6

7. FSTR - FASTER 2
FROM IDEA TO LAUNCH IN DAYS
Pebble received $10
Million in 37 days via
Kickstarter.
@bryankorourke Kickstarter enables any one to test, fund and launch an idea.
2. Excitement and Attention Accelerating - NEWISM 7

8. EXPERIENCE CRAMMING 3
Experiences that few others can or have
@bryankorourke
had is a sure-fire status symbol
3. UNIQUE VARIED & IN LESS TIME - NEWISM 8

9. STATUS STREAMING 4
“Social Status
comes from
being ‘in-the-
know’, part of
the 'NEW'.”
Nike launched a number of highly collectible limited edition
@bryankorourke sneakers using a Twitter reservation system
4. CONSUMERS STATUS and SOCIAL MEDIA - NEWISM 9

10. TRYSUMERS 5
See or Hear;
Check Reviews;
Try for FREE
@bryankorourke
5. LESS COMMITMENT and LOWER COST - NEWISM 10

11. (H)OLD 6
Technology enables new ways of
consuming . Trade in, upgrade, or
engage in entirely new ways.
@bryankorourke
6. DIGITAL - PORTABLE - NO STUFF - NEWISM 11

12. TRADITION HAS ITS PLACE
Not all consumer attention will
be focused on the new.
@bryankorourke
What NEWISM is NOT - ALWAYS RELEVANT 12

13. 2 CONSUMER SHIFTS
1
2
@bryankorourke 13
MILLENNIALS BOOMERS AND THE C GENERATION

14. Millennials
8095 ®
Test How
Millennial
Are You ?
Not An Age Range - A Mindset

15. 8095 Study - Millennials
8095 ®
The benchmark 8095® study in 2010 revealed four
insights.
Brands are a partnership and form of self-expression
Information is a key to influence
Taking action on behalf of brands is a core value
There is a reverberation effect taking place online, offline and
increasingly on mobile devices
How Consumers Think Is Changing

16. 8095 Study - Millennials
8095 ®
Don’t Trust Tradition

17. GLOBAL URBANIZATION
Global Urbanization
For the first time more people live
in cities or suburbs.
Implication
Smaller Fotprints for Gyms
Flexiblility In Fitness Modalities
Urban Identification
Demographics - Heavy Urban Concetration
1. United Nations Department of Economic and Social Affairs/Population
Division World Urbanization Prospects: The 2011 Revision 17

18. LOWER INCOMES
Experiences Over Stuff
The economy is forcing delayed
purchases and demand for a new
level of value from brands.
Implication
Services must demonstrate value.
Pressure on traditional PT and
opportunity for group.
Demographics - Fueling the Value Game 18

19. SHIFTING ROLES
Increased Diversity &
Changing Roles
Traditional gender roles are shifting.
Six in 10 college students are female1,
and men are taking over more
household responsibility.
Implication
Group will not be as female
oriented in the future as diversity
increases and roles evolve.
Diversity Is Everywhere
1. (Digest of Education Statistics, 2010) 19

20. 3 TECHNOLOGY
1
2
@bryankorourke 20
TECHNOLOGY IS THE SECERT SAUCE

21. SMARTPHONES
Significant
Penetration In
US, Western EU
and AU.
The Inescapable Digital Transformation

22. BRYANKOROURKE.COM | WELLNESS INDUSTRY 2013
MOBILE REDEFINING TRANSACTIONS
Booking and payment services for
COMMERCE classes with moile devices 22

23. BRYANKOROURKE.COM | WELLNESS INDUSTRY 2013
CROWD CANCER COMMONS
-EXPRESS Cancer Commons uses the crowd to help
find a solution - Technology enabled
harnessing of the CROWD 23

24. BRYANKOROURKE.COM | WELLNESS INDUSTRY 2013
TRIBE- WELLAHO
FACTURING Wellaho is a dedicated social
network and web portal for the
chronically ill 24

25. 4 GROUPING
25
A Significant Trend In The
Fitness Industry

26. GROUPING An Important Trend In The
Fitness Industry
From 2009 - 2011 Programs Set
26
To Music Grew 15% . Mindbody
Classes Grew 17%.
IHRSA Consumer Report 2012

27. GROUPING - BIZ MODELS
@bryankorourke
NEW FORMATS - GROUP FITS THE EVOLUTION 27

28. GROUPING - EXPERIENCE
Experiences that few others can or have
@bryankorourke
had is a sure-fire status symbol
EXPERIENCE CRAMMING 28

29. GROUPING - TRYSUMER
See or Hear;
Check Reviews;
Try for FREE
@bryankorourke
NEW MEANS TO TRY THINGS USING TECHNOLOGY 29

30. STATUS STREAMING 4
“Have You Tried
@Vipr_Fit ? Its
Fantastic ;)”
@bryankorourke
4. CONSUMERS STATUS and SOCIAL MEDIA - NEWISM 30

31. OPPORTUNITY & ADVERSITY
“Brands will be
built and
others will fall
on the backs
of these trends.”
ViPR Can Take Advantage Of The SHIFT
@bryankorourke
31
Some Will Take Advantage And Others Will Suffer

32. ViPR Why ViPR Is
Bryan K. O’Rourke
ViPR 2013 Distributors’ Conference Significant In
New
Miami, Florida
The Market
Millennial Friendly
Technology Fit
Group Format
ViPR - Thinking Differently
32 @bryankorourke

33. ViPR
Bryan K. O’Rourke
ViPR 2013 Distributors’ Conference
Miami, Florida
Thank You ;)
33 @bryankorourke