Change Is Happening In All Industries Including the Health And Fitness Industry. Here Are 9 Things Leaders And Brands Must Do To Survive And Thrive.

1. 2012
Change Or Die
Bryan K. O’Rourke - CEO Integerus
9 Things Fitness Industry
©2012 | www.bryankorourke.com
January 2012
Leaders & Brands Must Do To
1 Avoid Extinction & Flourish

2. Introduction - Change or Die 2012
9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish
I’ve had the privilege to hear from and engage with thousands of leaders in the fitness, health club and wellness
industry during the past several years. From CEO’s of global brands, to trainers, health club owners, suppliers and
educators in the U.S. and across the globe. The industry is going through a lot of change and trying to challenge
common views is hard because many don’t think there are big problems, nor do they believe wholesale change is
upon them. I don’t agree (to understand why watch this). It is my belief that the global health and fitness industry is
going through a period of great disruption, hence the image of a lion attempting to eat a zebra on the previous page.
For those who agree the future will entail tremendous change, the most common questions raised during our
conversations are: “How do we respond? How do we deal with it? What should we do?” These are good questions
and they deserve answers.
Good answers are hard to share because there are a variety of implications for each business, person or institution.
As a result I’ve prepared this brief outline of what I believe each and every participant should contemplate about
what must be done differently when it comes to surviving now and succeeding in the future. Remember, as much as
tremendous change and disruption can create pain for those firmly planted in the present and past, so will it create
new opportunities for those with an eye to the future.
Hopefully this content will provide a construct to help those who’ve asked these questions and to create a dialogue
about what can be done to make the future brighter for us all. For me that future is one where health, fitness and
wellness become more attainable for all people across the globe, thus improving the quality of hundreds of millions
of lives. Most importantly, that professionals like you are the ones contributing the most to that future.
Please tell me what you think about the 9 things we should do. I look forward to hearing your point of view.
Bryan O’Rourke
www.bryankorourke.com @bryankorourke January 2012
2

3. 9 Things Fitness Industry Leaders &
Change Or Die Brands Must Do To
Avoid Extinction & Flourish
begin by accepting.....
It Is THE END OF BUSINESS, as usual.....
www.endofbusiness.com
Bryan K. O’Rourke - CEO Integerus
©2012 | www.bryankorourke.com 3

4. 9 Things Fitness Industry Leaders &
Change Or Die Brands Must Do To
Avoid Extinction & Flourish
Its about the
CUSTOMER
stupid
Things HAVE Changed 4

5. The 9 Things Fitness Industry Leaders
Change Or Die & Brands Must Do To
Avoid Extinction & Flourish
“Its not the strongest
species that survive,
nor the most intelligent,
but the ones most
responsive to change.”
-Charles Darwin
A bright future requires Bryan K. O’Rourke - CEO Integerus
adaptation..... 5
©2012 | www.bryankorourke.com

6. Change Or Die 2012
9
Things Fitness
Industry Leaders &
Brands Must Do To
Avoid Extinction &
Flourish
Bryan K. O’Rourke - CEO Integerus
©2012 | www.bryankorourke.com 6

7. I. LEADERSHIP | Eliminate Dogma & Outdated Thinking
same old leaders, same old issues
Leaders Must Accept Things HAVE
Really Changed. If They Don’t, They
Need To Go. Relying On A Glorious
Past & Defending The Status Quo
Doesn’t Won’t Get Us Anywhere.
7 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

8. II. Identify And ENABLE EVANGELISTS
Organizations Need HERO’S To Reject The Status
Quo & Usher In The New. We Need More People
From OUTSIDE The Industry With Different Views .
8 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & BrandsKeys To Building A Social Fitness Business
9 Must Do To Avoid Extinction & Flourish

9. III. STOP Using OLD SCHOOL Tactics (particularly marketing)
Move From An OUTBOUND
To An INBOUND Philosophy.
People Can’t Be Tricked Anymore.
Listen Or Perish.
TRICKY MARKETING NEEDS TO GO
9 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

10. IV. TRULY SERVE Your COMMUNITY
Create & Share Powerful Ideas
That Solve Big Problems In
Exceptional Ways.
WOW
do good,
GiVE
Bryan K. O’Rourke, CEO Integerus 10 9 Keys To Building A Social Fitness Business
Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

11. V. Generate & Share Valuable INFORMATION
BUILD TRUST
Teach, Inform, Share, Learn, BE
REAL. DO NOT Hide,
Manipulate Or Deceive
11 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

12. VI. Adopt SOCIAL ENTERPRISE PLATFORM | MOSOLO
be
OpEN
The Enterprise Platform Is Your
Future. Move Tech Out Of The Realm
Of The Few & Open It To The Many.
Be MOBILE, SOCIAL & LOCAL
12
Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

13. VII. Involve ALL Stakeholders
Collaborate With SUPPLIERS,
EMPLOYEES, Shareholders,
Customers, & Communities. Really
LISTEN To All Who Will Share & Let
Them Help You Create The Future.
13 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

14. VIII. TRAIN & TEACH People The New Disciplines
Nurture The New Vision And Teach
The New Disciplines
14
Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

15. IX. Align With Partners That Share The New Mindset
Culture Eats Strategy For Breakfast. Make
Sure Your Partners Agree That Its The End
Of Business As Usual.
15 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

16. 2012
Change Or Die
Please share your thoughts. What you have to say is
important ! - @bryankorourke
Bryan K. O’Rourke - CEO Integerus
9 Things Fitness Industry
©2012 | www.bryankorourke.com Leaders & Brands Must Do To
January 2012
16 Avoid Extinction & Flourish