2. Why Mobile at Bally
âFitness corresponds with freedom, movement and action
âNatural environmental and cultural fit
âMobile would amplify the experience and environment
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3. Where to Begin
Observations:
⢠Members
⢠Already using mobile while working out
⢠Using social networks to talk about Bally, but not to engage
with Bally
⢠10% of web visitors using a mobile device
⢠Employees
⢠Interacting with consumers while in motion, but then tethered
for system access and transactions
⢠Using mobile in personal lives
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4. Culture and Technology
⢠IT culture needed to change from âorder takerâ with
long implementation cycles to business driver with
quick turn around times
⢠Technology needed to become more interactive,
engaging, and supportive of a mobile workforce and
consumer
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5. Fostering IT Innovation
⢠Formal innovation processes
â Annual IT Innovation Summit
â Embedded IT
â IT Develop Exploration
⢠Real results
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6. Innovation Process: Annual IT Innovation
Summit
⢠Annual summit involving all IT personnel
⢠Innovation focus areas and teams formed
⢠Research conducted and solutions proposed by cross-
functional teams
⢠Innovation ideas presented to IT leadership during
multi-day innovation summit
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7. Innovation Process: Embedded IT
⢠Permanently embedded IT staff
â Provides open communication with all levels of fitness and call
center staff
â First hand observation of technology, business processes and
member communications
⢠Seasonally embedded IT staff
â Peak season IT staff embedded in fitness centers
â Shared experiences and conversations with fitness center staff
â Post peak season debrief focused on how to improve technology
and processes
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8. Innovation Process: IT Developer
Exploration
⢠After the annual innovation summit, block time for
developers to explore technology in support of
innovation ideas
⢠Innovation and exploration bandwidth is built into
resource allocations on project plans
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9. 2011 Real Results
⢠Results Center
â 2012 Digital Sign Expo APEX Award Bronze Medalist
⢠Mobile Applications
â Robust mobile vision
â Numerous iPad applications
â Employee facing iPhone applications
â Consumer facing applications in development
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10. 2011 Innovation Projects: Results
Center
Key Innovation:
Large scale interactive video display
based upon Microsoft Kinect
⢠Show a member what their future self
would look like if they adopt a healthy
lifestyle
⢠Provide members and potential
members with a library of exercise
videos for major muscle groups
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11. Mobile Technology Vision
⢠Employees interacting with consumers
⢠Employees interacting with the environment
⢠Consumers interacting with the environment
⢠Consumers interacting with employees
⢠Consumers interacting with each other
⢠Work anywhere, on any device
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12. Employee to Consumer
iPad Apps
â Club Tour
â Membership and Personal Training
Presentation
â Membership and Personal Training Sales
â Registered Guests
â Who is in my club
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14. Consumer to Environment
Mobile Web
â Guest pass downloads
â Find a club
â Group Ex Schedules
QR Codes on fitness
equipment for workout tips
or instruction
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18. Consumer to Consumer - Social
⢠iPhone/Android â design stages
â Find a workout friend
â Self-organizing interactive communities based on workout
preferences
â Gamification - Competition fostering between individuals or
locations
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19. Work Anywhere â On Any Device
⢠Bally IT is 80% virtual
⢠Employees can work anywhere
on any device using virtual
desktops â iPad being the most
prevalent
⢠iPad based executive reporting
⢠Reduced IT office space by 50%
⢠Reduced desktop hardware and
software support by 60%
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20. Key Considerations
⢠User Experience is everything
â Augment the environment
â Foster interaction without feeling intrusive
â Emotions through technology
â Common digital language across technologies
⢠Security
â Transactional security
â Secure access for consumers
⢠Vendors
â User experience
â Experience with similar design goals
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21. Enterprise Benefits of Mobile
In locations with new technology:
⢠Juice Bar sales up 100%
⢠Member retention up 10%
⢠Top membership sales in the chain
⢠Reduced maintenance costs and downtime
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22. Future of Mobile
⢠Context aware, personalized marketing and services
â How often do I workout and at which location(s)
â Where do I spend time in the location
â What services do I use (PT, Group Ex)
â What products have I purchased
â What people have I 'teamed up with'
⢠Expansive community and social integration
⢠Mobile Intercept App using natural
⢠Private label apps within a container app
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23. Summary
⢠Observe the world around you
â How are consumers/employees interacting with other
organizations versus your organization
â How are consumers/employees interacting with each other
and can your organization facilitate or participate in the
conversation
⢠Use technology to amplify your relationship with
consumers
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