The world is changing fast and competing in the fitness, gym, and health club business requires better strategy and thoughtful awareness of the marketplace. Bryan O'Rourke addresses 5 key elements of competitive advantage in the industry today at IHRSA 2019.

1. FIVE DRIVERS OF COMPETITIVE ADVANTAGE FOR
HEALTH CLUB BUSINESS MODELS
#IHRSA2019 Wednesday March 13, 2019 9:00 AM | @Bryankorourke

2. @bryankorourke
bryankorourke@gmail.com

3. @IHRSA @BRYANKOROURKE NETWORKING ROUNDTABLE
CLUB TECHNOLOGY : TRENDS OPPORTUNITIES & THREATS
#IHRSA2019 Thursday March 14, 2019 11:30 AM | @Bryankorourke

4. http://bit.ly/1rebelukminton
FITNESS + TECHNOLOGY PODCAST
COMPETITIVE ADVANTAGE

5. GREAT TIME TO BE IN
THE FITNESS BUSINESS

6. INCREDIBLY
COMPETITIVE
MARKET FULL OF
OPPORTUNITIES
& RISKS

7. PRACTITIONER SINCE 1983
.5 MILLION DEVICES

8. 6 INDUSTRIES OVER 36 YEARS

9. FOR 25 YEARS
FITNESS WELLBEING BUSINESS

10. RATE OF CHANGE TODAY IS EXPONENTIAL UNPREDICTABLE

12. FITNESS INDUSTRY IS CHANGING RAPIDLY

13. GLOBAL PENTRATION
261M DIGITAL USERS & 162M CLUB MEMBERS

16. IT IS THE END OF
BUSINESS AS USUAL

17. CONVERGENCE OF 5 MEGATRENDS CREATING
GREAT GLOBAL CHALLENGES& OPPORTUNITIES
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

18. @bryankorourke 2019 18
HOW DO YOU COMPETE ?
YOU CANNOT STICK
YOUR HEAD IN THE SAND

19. DIPINGERE UNA FOTO
SUL FUTURO
TODAY WE WILL PAINT A PICTURE OF THE FUTURE WE ARE RESPONSIBLE FOR
HUMANITY AND TECHNOLOGY ARE CONVERGING
HUMAN EXPERIENCES WILL CHANGE
MORE IN THE NEXT 25 YEARS THAN
IN THE PAST 250 YEARS

20. HTTP://BIT.LY/2019WORLDSTATS

23. EMOJI CULTURE

24. FITNESS IS
DELIVERED HERE

25. FITNESS IS BEING DELIVERED HERE
NEW CHANNELS

26. FORTNIGHT BATTLE ROYALE 200 MILLION USERS
FITNESS IS BEING DELIVERED HERE

27. TWITCH 2.2
MILLION BROADCASTERS
15 MILLION USERS
FITNESS IS BEING DELIVERED HERE

30. VEDERE VENTURES | INTEGERUS ADVISORS
RobertJDyer.com | BryanKORourke.com
State Of The US Health Club Industry 2017© 2017 All Rights Reserved 30
Health Club Industry Interlaced Within “Betterment”
The Marketplace Is Emerging With New Growth Potential
F
What consumers
wear is both
functional and
fashionable.
FASHION
D
Technology has
become ubiquitous
like air in 24-7 hyper-
connected lifestyles.
DIGITAL
N
Organic, Farm-To-
Table, Non-GMO,
Customized Meals,
Supplements, Super
Foods.
NUTRITIONAL
S
Meditation, Mind-
body Programming,
Holistic, Sustainable.
SPIRITUAL
A
Extreme classes,
and other activities
like walking and
everything in
between.
ACTIVITY
S
Participating in
Community, Being
Entertained, Feeling
A Part Of Something.
SOCIAL
M
As more costs shift
to consumers we
must become CEOs
of our own health.
MEDICAL
BETTERMENT
A NEW PARADIGM OF
PRODUCT AND SERVICE
OFFERINGS
This includes fashion, sportswear,
footwear, jewelry, & accessories. Health
Club brands like Soul Cycle are making
apparel a part of their lifestyle brand while
brands like UnderArmour and Reebok are
entering the fitness lifestyle space.
Fashion Isn’t Just FitBit
Proactive primary prevention will
become an increasing part of the
solution to health care both institutionally
and individually.
Medical Isn’t Just “Health Care”
Feeding the soul is as important as feeding
the body. Nurturing activities to help people
gain inner peace and reflection.
Disconnecting From Our 24-7 Lifestyles
Walking 10,000 steps, taking a
bootcamp, experiencing fitness coaching
via apps. Exercise everywhere and
anywhere.
Exercise Isn’t Just For Gym Rats

31. WELLBEING A GROWING MARKET
http://bit.ly/wellnessreport2018

33. MORE AND MORE CHOICES OPPORTUNITIES AND RISKS

34. TO REACH OUR POTENTIAL
REQUIRES NEW THINKING

35. SOME TECHNOLOGIES HAVE BEEN
HARMFUL TO OUR WELLBEING

36. WHAT DOES THIS MEAN
FOR HOW YOU COMPETE ?

37. BY 2023 ONE BILLION GLOBAL
FITNESS CONSUMERS WILL BE
EXERCISING USING A VARIETY OF
CHANNELS - NEW AND OLD.
@BRYANKOROURKE

38. IT MEANS WE BETTER BE
THINKING A LOT ABOUT
HOW TO COMPETE

39. 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 ?
5 DIMENSIONS OF
COMPETITIVE ADVANTAGE

40. ASSESSMENT

41. MEASURE WHAT MATTERS JOHN DOERR
OBJECTIVES AND KEY RESULTS http://bit.ly/OKRIHRSA2019
BUSINESSES FAIL WHEN THEY
DON’T UNDERSTAND WHY WHAT
IS TRULY IMPORTANT IS
IMPORTANT AND ALIGN THE
BUSINESS ACCORDINGLY.

42. NOSTALGIA ABOUT THE PAST
BLINDS PEOPLE
#OBJECTIVE #MINDSET

43. 43
4%
GENIUS
26%
GIFTED
29%
AVERAGE
24%
CHALLENGED
17%
FEEBLE
L2 ESTIMATE OF
UX CENTRIC BUSINESSES
30% 70%
ON THE RIGHT PATH AT RISK

44. 1. ASSESSMENT

46. 46
CONTEMPLATOR RECENT ENTRANT MATURE OPERATOR DEAD
BUSINESS MODEL STAGES
IMPACTING COMPETITIVE ADVANTAGE IS EASIER FOR SOME THAN OTHERS
CHALLENGE

48. 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 FINANCIAL
MODEL ?
05
EXECUTION
ARE YOU ADDRESSING
THE 4 PILLARS OF
EXECUTION ?
STRATEGY IS MORE IMPORTANT THAN EVER
5 DIMENSIONS OF COMPETITIVE ADVANTAGE

49. FOCUS ON THESE FOUR DIMENSIONS OF COMPETITION
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
In ?
5. EXECUTION ENGINES
Are You Focusing On The 4
Pillars Of Execution ?
4. NEW ECONOMICS
What Is Your True
Business Model ?M
U

50. 2.MINDSET
TO THRIVE WE MUST SHIFT OUR
MINDSET TO THE FUTURE AND ASK
OURSELVES WHY.

51. BENEFIT MINDSETS PREPARE
FOR CHANGE AND ASK WHY ?
CONTROLLING TO
EMPOWERING
PLANNING TO
EXPERIMENTATION
PRIVACY TO
TRANSPARENCY
PREDICTABLE TO
UNPREDICTABLE
PROFIT TO
PURPOSE
HIERARCHIES TO
NETWORKS

53. IF YOU DON’T THINK ABOUT A CHANGING FUTURE YOU
WILL HAVE NO FUTURE.

55. WHY ?
A PURPOSE DRIVEN CULTURE
PURPOSE DRIVEN ENTERPRISE
MIKE ALPERT CLAREMONT CLUB

56. UN 17 GOALS FOR 2030

57. 3. UX

59. JUNGIAN ARCHETYPES

61. CUSTOMER JOURNEY MAPPING
BRAND - EMOTION - WHY

62. Hyper-Personal Frictionless Strategic Experience Omni-Channel
FOUR INTERCONNECTED KEYS TO EXCELLENT UX
BRAND - EMOTION - WHY
1 2 3 4

63. Hyper - Personalized
HYPER-PERSONAL

64. HYPER-PERSONAL
HABIT DNA

65. Hyper - PersonalizedHYPER-PERSONAL

66. HYPER-PERSONAL FITNESS

67. ALEXA
HYPER PERSONAL

68. FRICTIONLESS

69. DON’T MAKE YOUR
PRODUCT 100% BETTER .
MAKE YOUR EXPERIENCE
100% LIGHTER AND EASIER.
@BRYANKOROURKE
CONVENIENCE IS THE
NEW CURRENCY

70. WHAT ARE YOU DELIVERING
AND WHY ?
WHERE ARE YOU DELIVERING
AND WHY ?
WHEN ARE YOU DELIVERING
AND WHY ?
PRO
DUCT
SERVICE
EXPERIENCE
M
O
M
E
N
T
S
IN
T
IM
E
P L A T F O R M
C H A N N E L
“FRICTIONLESS” USER EXPERIENCE
CREATED THROUGH A COORDINATED COMBINATION OF 3 DRIVERS

71. “FRICTIONLESS USER EXPERIENCES HAVE BECOME A KEY
COMPETITIVE DIFFERENTIATOR” - BRYANKOROURKE

72. EQUINIOX APPS FRICTIONLESS

73. A NUTRITIONIST IN YOUR POCKET

74. FRICTIONLESS

75. STRATEGIC EXPERIENCE F45

76. STRATEGIC
FITNESS EXPERIENCES

77. STRATEGIC - CO-CREATED

78. STRATEGIC GAMING

79. STRATEGIC EVENTS

80. STRATEGIC POPUP
INSTAGRAM

81. STRATEGIC EXPERIENCE
EQUINOX PRECISION RUNNING LAB

82. OMNI-CHANNEL

83. OMNI-CHANNEL
STARBUCKS ROASTERY SHANGHAI

84. APPLE STORE OMNI-CHANNEL

85. VIDEO EXPERIENCE

86. OMNI-CHANNEL

87. OMNI-CHANNEL

88. NEW TECHNOLOGIES WILL CONTINUE TO
ADVANCE EXPERIENCES

89. CONNECTION VIA OUR THOUGHTS

91. FACIAL RECOGNITION

92. VIRTUAL AND AUGMENTED REALITY

94. VOICE INTERFACE
56 MILLION SMART SPEAKERS SHIPPER IN 2018

95. AI FOR SALES PROCESS

96. NOOM - AI FOR
DIABETES PREVENTION

97. ECONOMICS

98. WHERE DOES YOUR BIZ MODEL SIT

99. ASSESSMENT

100. BENCHMARKING

101. BENCHMARKING

102. UNDERSTANDING CUSTOMER-MEMBER DATA

103. Michael Doe
IMAGE
PLACEHOLDER
Jeniffer Thompson
IMAGE
PLACEHOLDER
Erica Doe
AUTOMATION
ENTERPRISE
PLATFORMS
SENSORS AND
DATA
HUMAN CAPITAL
HOW DO YOU PULL THIS ALL OFF ?
EXECUTION ENGINES
EXECUTION ENGINES IMPROVE EXPERIENCE LOWERS COST = SUSTAINABLE

104. THE IOT
THE INTERNET OF EVERYTHING

105. SENSORS EVERYWHERE

106. NEW MODELS AND TOOLS FOR SERVICE
ROBOTICS

107. EMBRACE ENTERPRISE NON-SILO’D SYSTEMS

108. AUTOMATE KEY FUNCTIONS

109. INVEST IN A TRAIN GREAT PEOPLE
FINDING TALENTED PEOPLE AND CREATING NEW BUSINESS
MODELS AROUND THEM BE KEY
NEW ERA OF TALENT

110. DISRUPTION IN THE ERA
OF MASS ACCELERATION
HALF OF CURRENT JOBS WILL BE LOST TO
AUTOMATION IN NEXT 20 YEARS
LAVORI VULNERABILI PER L'AUTOMAZIONE IN EU

111. FLUID AGILE ORGANIZATIONS WILL WIN THE FUTURE

112. TODAY WE PAINTED A PICTURE
ABOUT COMPETING

113. @IHRSA @BRYANKOROURKE NETWORKING ROUNDTABLE
CLUB TECHNOLOGY : TRENDS OPPORTUNITIES & THREATS
#IHRSA2019 Thursday March 14, 2019 11:30 AM | @Bryankorourke

114. CONVERGENCE OF 5 MEGATRENDS
CREATING GREAT GLOBAL CHALLENGES
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

115. 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 ?
5 DIMENSIONS OF
COMPETITIVE ADVANTAGE

116. ASSESSMENT

117. MEASURE WHAT MATTERS JOHN DOERR
OBJECTIVES AND KEY RESULTS http://bit.ly/OKRIHRSA2019
LEADERS FAIL WHEN THEY DON’T
U N D E R S T A N D W H Y W H A T I S
IMPORTANT IS IMPORTANT.

118. FOCUS ON THESE FOUR DIMENSIONS OF COMPETITION
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
In ?
5. EXECUTION ENGINES
Are You Focusing On The 4
Pillars Of Execution ?
4. NEW ECONOMICS
What Is Your True
Business Model ?M
U

119. BENEFIT MINDSETS ASK WHY ?
CONTROLLING TO
EMPOWERING
PLANNING TO
EXPERIMENTATION
PRIVACY TO
TRANSPARENCY
PREDICTABLE TO
UNPREDICTABLE
PROFIT TO
PURPOSE
HIERARCHIES TO
NETWORKS

120. WHAT ARE YOU DELIVERING
AND WHY ?
WHERE ARE YOU DELIVERING
AND WHY ?
WHEN ARE YOU DELIVERING
AND WHY ?
PRO
DUCT
SERVICE
EXPERIENCE
M
O
M
E
N
T
S
IN
T
IM
E
P L A T F O R M
C H A N N E L
“FRICTIONLESS” USER EXPERIENCE
CREATED THROUGH A COORDINATED COMBINATION OF 3 DRIVERS

121. MORE EXPERIENCES ARE DELIVERED VIA NEW
CHANNELS DIGITALLY

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

124. ECONOMICS

125. Michael Doe
IMAGE
PLACEHOLDER
Jeniffer Thompson
IMAGE
PLACEHOLDER
Erica Doe
AUTOMATION
ENTERPRISE
SOFTWARE
SENSORS AND
DATA
HUMAN CAPITAL
EXECUTION ENGINES IMPROVE EXPERIENCE
LOWER COST

126. FLUID AGILE ORGANIZATIONS WILL WIN THE FUTURE

127. RESOURCES TO CHECK OUT

128. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
2019 FITNESS INDUSTRY
TECHNOLOGY TRENDS
R A P P O R T O G R AT U I T O S U L L E T E N D E N Z E D E L L A T E C N O L O G I A
+
http://bit.ly/2019FITCTRENDS

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

130. @IHRSA @BRYANKOROURKE NETWORKING ROUNDTABLE
CLUB TECHNOLOGY : TRENDS OPPORTUNITIES & THREATS
#IHRSA2019 Thursday March 14, 2019 11:30 AM | @Bryankorourke

131. DON’T FORGET THE WHY. WHAT YOU DO EVERYDAY
CAN MAKE THE WORLD A BETTER PLACE.

132. THANK YOUBRYANKOROURKE@GMAIL.COM @BRYANKOROURKE