The Fitness industry was dramatically impacted around the glob by the CORONA VIRUS. This accelerated many aspects of change creating great adverse impacts while also enabling fantastic opportunities. Bryan O'Rourke explores the future in this presentation.

1. COMPETING IN A
POST PANDEMIC WORLD
C H A L L E N G E S , O P P O R T U N I T I E S , A N D D Y N A M I C S F A C I N G F I T N E S S
F A C I L I T I E S A N D T H E F I T N E S S I N D U S T R Y I N T H E Y E A R S A H E A D
+
@ B R YA N K O R O U R K
E
C E O F I T C V E D E R E V E N T U R E S

2. I A M A B U S I N E S S O W N E R F I R S T.
M Y PA R T N E R S A N D I O W N
C O M PA N I E S I N T H E A M E R I C A S ,
E U R O P E , A N D , A S I A .

3. C O M P E T I N G I N A P O S T PA N D E M I C W O R L D .
S O M E T H I N G S H AV E P E R M A N E N T LY C H A N G E D S O M E H AV E N O T.

4. FREE: http://bit.ly/BKOISPO
@ProfGallowa
y
Scott Galloway
COMPETING IN A POST PANDEMIC WORLD

5. IN CRISIS THERE IS
OPPORTUNITY “DARWIN”
C H A L L E N G E S , O P P O R T U N I T I E S , A N D D Y N A M I C S F A C I N G F I T N E S S
F A C I L I T I E S A N D T H E F I T N E S S I N D U S T R Y I N T H E Y E A R S A H E A D
+

6. Significant COVID Impact

7. Significant COVID Impact

8. Shift In Consumer Behaviors

10. How People Buy Things Has
Changed A LOT

12. Underlying Health & Fitness Growth Drivers Remain
1. Demand For
Fitness
Services
Growing
Historically
2. Past 2
Recessions
Did Not Slow
Growth
3. Expected
Strong
Rebound In
2021-2022

13. Vaccine Creating Back To Normal In Q3 2021
• Current vaccines >90%
effective
• Today 20% of US
Population Vaccinated
• Herd immunity reached
when 58% of population
is immune
• Vaccine leads to herb
immunity by middle to
late summer 2021.
https://www.mckinsey.com/industries/healthcare-systems-and-services/our-insights/when-will-the-covid-19-pandemic-end#

14. Factors Point To Big Business Rebound
• McKinsey survey shows
49% are VERY optimistic
about economy in next 6
months.
• Expect surge in demand due
to shut down fitness service
providers
• Lower rents and attractive
lease terms and locations
• Increase in people seeking
to get healthier
• Other positive factors like
very low interest rates
https://www.mckinsey.com/business-functions/risk/our-insights/covid-19-implications-for-business

15. “History doesn’t
repeat itself, but it
often rhymes.”
Mark Twain
Eerie Similarities To 1920’s

16. Underlying Consumer Health Trends Remain
• Shift from measuring
illness to measuring
prevention and
wellness
• A systemic
organization shift in
terms of nature of
health care
• The 50+ market is
significant
https://www2.deloitte.com/content/dam/Deloitte/sg/Documents/life-sciences-health-care/sg-lshc-healthcare-foresight-megatrends.pdf

17. Market For Best Fitness Concepts Very Good
Best Concepts
Higher end fitness offerings
Personalized services
Uber convenient services
Blend of technology and human interaction

18. THE BRAND AGE IS TRANSFORMIN
INTO THE PRODUCT AGE OF ARENAS
F R O M T H E E N D O F W W I I T O T H E C R E AT I O N O F G O O G L E I T W A S
S I M P L E : C R E AT E A N AV E R A G E M A S S P R O D U C E D P R O D U C T
A N D A D V E R T I S E T H E H E L L O U T O F I T.
+

19. F I T C 2 0 2 1 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
2. Haves And
Have Nots
3. Big Tech
Battles
5. Redefined
Human Capital
4. Wellbeing
Shift
1. Technology
Rules
2021 FITNESS INDUSTRY TECHNOLOGY TREND
DIGITAL CUSTOMER PLATFORMS

20. BIG TECHNOLOGY WILL ONLY GROW THE GYM MARKET

21. BIGGER AND BIGGER

22. LARGEST STOCKS BY MKT CA
P
THE FOUR $6 TRILLION TODAY GERMAN GDP $3.9B

23. Strong Environment For Fit & Health Tec

24. Digital Alternatives Will Continue To Gro
Only Creating More Gym Customer

25. DIGITAL & DISPERSIO
WILL GROW DEMAND FO
IN GYM SERVICES
C H A L L E N G E S , O P P O R T U N I T I E S , A N D D Y N A M I C S F A C I N G F I T N E S S
F A C I L I T I E S A N D T H E F I T N E S S I N D U S T R Y I N T H E Y E A R S A H E A D
+

26. HEALTH AND FITNESS A LARGE MARKE
IT IS WHAT BIG TECH IS AFTER
http://bit.ly/wellnessreport2018
GLOBAL HEALTH CARE ECONOM
Y
$10 Trillion Market

27. “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.”
Big Tech: Tim Cook
Fortune Magazine Intervie
w
September 2017

30. “DISPERSION
”
WHAT IS IT AND WHAT DOES IT MEAN? +

31. FREE: http://bit.ly/BKOISPO
@ProfGallowa
y
Scott Galloway
COMPETING IN A POST PANDEMIC WORLD

32. +
D I S P E R S I O N : D I S T R I B U T I O N T O A W I D E R M A R K E T P L A C E
DIG
ITALLY
BASED
HEALTH
&
FITNESS SERVICES
DISPERSION
OF
CAPITAL
&
TIME
FACILITY
BASED
HEALTH
&
FITNESS SERVICES
DISPERSION = VALUE TRANSFER 2021 & BEYOND
INCREASE
DECREASE
HEALTH & FITNESS DISPERSION
@BRYANKOROURKE
+
REAL ESTATE DISPERSION
@PROFGALLOWAY

33. +
C O N V E N I E N C E | W O R D O F M O U T H | I N F L U E N C E | VA L U E

34. Convenience Beats Brand

35. Convenience Beats Brand

36. Valuable Content Beats Advertising

37. In
fl
uence Beats Advertising

38. Valuable Content Beats Advertising

39. HOW TO COMPET
E
IN A POST COVID WORLD
C H A L L E N G E S , O P P O R T U N I T I E S , A N D D Y N A M I C S F A C I N G F I T N E S S
F A C I L I T I E S A N D T H E F I T N E S S I N D U S T R Y I N T H E Y E A R S A H E A D
+

40. COVID-19 FORCED ORGANIZATIONS TO SEE THINGS
THROUGH A NEW LENS
E
N
2. USER EXPERIENCE
The experiences brands create for their employees,
customers, and stakeholders are the key differentiator
in a competitive world. Omni-presence, hyper-
personalization, frictionless commerce, strategic,
facilitated, and convenient are all things that combine
to evoke feelings in humans.
1. MINDSET | CULTURE
How you see the world, how your values impact
culture, and how you interact with and deliver value to
employees, stakeholders and customers. Mindset is
the most important aspect of success today because
it impacts what people see as possible; Challenge
assumptions.
4. EXECUTION ENGINES
The foundation to executing experience in a
sustainable business now requires fundamental
tools : enterprise systems, human capital, automation,
data collection, and machine intelligence. Without
attention to these engines UX and New Economics
cannot work.
3. NEW ECONOMICS
New ways to create and monetize the business as a
platform, digital-physical delivery, dynamic pricing, the
way businesses can sustainably monetize has
expanded into many many options. Transaction is the
lowest common denominator with platforms enabling
the highest value creation dynamic.
M
U
I H AV E B E E N TA L K I N G A B O U T M U N E F O R S E V E R A L Y E A R S
C O V I D O N LY A C C E L E R AT E D W H AT W A S A L R E A D Y C O M I N G .
STRATEGY

41. Culture : People Are Seeking Meaningful Work
“Success is not
the key to
happiness.
Happiness is the
key to success. If
you love what you
are doing you will
be successful.”
“Albert
Schweitzer”
“Happiness is a
state of activity.”
Aristotle
M

42. UX: Focused Fitness Concepts Have Advantages
• Differentiation
• Accountability
• Improving Loyalty
• Simplicity
• Quality
• Scalability
Focused Brands
Advantages
U

43. UX Is Digital Experience
• Video
• Podcast
• Tik Tok
• Snap
• YouTube
• Google
Create Valuable Influential
Digital Content
U

44. Understand Your Model Economics
• Acquisition
Costs
• Retention
Levels
• Lifetime Value
Of Member
• Profit Margin
• Ratio Of
Investment To
Revenues

45. Michael Doe
IMAG
E
PLACEHOLDER
Jeniffer Thompson
IMAG
E
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

46. “PLATFORMS
”
ARE THE CENTER OF THE MEMBERS UNIVERSE +

48. MANY TYPES OF COMPETITORS COOPTING BIG TECH & TRENDS

49. COMPETING IN A
POST PANDEMIC WORLD
C H A L L E N G E S , O P P O R T U N I T I E S , A N D D Y N A M I C S F A C I N G F I T N E S S
F A C I L I T I E S A N D T H E F I T N E S S I N D U S T R Y I N T H E Y E A R S A H E A D
+
@ B R YA N K O R O U R K
E
C E O F I T C V E D E R E V E N T U R E S

50. IN CRISIS THERE IS
OPPORTUNITY “DARWIN”
C H A L L E N G E S , O P P O R T U N I T I E S , A N D D Y N A M I C S F A C I N G F I T N E S S
F A C I L I T I E S A N D T H E F I T N E S S I N D U S T R Y I N T H E Y E A R S A H E A D
+

51. FREE: http://bit.ly/BKOISPO
@ProfGallowa
y
Scott Galloway
COMPETING IN A POST PANDEMIC WORLD

52. +

53. COVID-19 FORCED ORGANIZATIONS TO SEE THINGS
THROUGH A NEW LENS
E
N
2. USER EXPERIENCE
The experiences brands create for their employees,
customers, and stakeholders are the key differentiator
in a competitive world. Omni-presence, hyper-
personalization, frictionless commerce, strategic,
facilitated, and convenient are all things that combine
to evoke feelings in humans.
1. MINDSET | CULTURE
How you see the world, how your values impact
culture, and how you interact with and deliver value to
employees, stakeholders and customers. Mindset is
the most important aspect of success today because
it impacts what people see as possible; Challenge
assumptions.
4. EXECUTION ENGINES
The foundation to executing experience in a
sustainable business now requires fundamental
tools : enterprise systems, human capital, automation,
data collection, and machine intelligence. Without
attention to these engines UX and New Economics
cannot work.
3. NEW ECONOMICS
New ways to create and monetize the business as a
platform, digital-physical delivery, dynamic pricing, the
way businesses can sustainably monetize has
expanded into many many options. Transaction is the
lowest common denominator with platforms enabling
the highest value creation dynamic.
M
U
I H AV E B E E N TA L K I N G A B O U T M U N E F O R S E V E R A L Y E A R S
C O V I D O N LY A C C E L E R AT E D W H AT W A S A L R E A D Y C O M I N G .
STRATEGY

54. F I T C 2 0 2 1 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
JOIN FIT-C TODAY
.
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E
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