Bryan O'Rourke shares his views on how to improve fitness facility's competitive abilities through a variety of tools. Specific examples are included with references to powerful tools that anyone can use. Presented at IHRSA 2016.

1. Improve Your Club’s Competitive Ability
@bryankorourke #IHRSA2016

2. #StandingOut #Strategy
@bryankorourke
bryan@integerus.com
slideshare.net/Bryankorourke

3. Saper Vedere

4. Competing Is About Smart Choices
Strategy

5. & Execution: Getting Things Done
90% Of Strategies Fail

6. Questions For The Audience

7. Each Story Is Unique

8. RESOURCES
@BRYANKOROURKE

9. RESOURCES
@BRYANKOROURKE

10. Competitive Abilities
Porter’s Five Forces

11. Competitive Strategy
INTERNAL
EXTERNAL

12. BUSINESS LIFECYCLE

13. INDUSTRY LIFECYCLE S CURVE REINVENTION
Bricks & Mortar Biz ModelsKey Driver Is Profitability
DIGITAL
OMNICHANNEL
WELLNESS
LIFESTYLE
ENTERTAINMENT

14. 14
TRIPLE IN DECADE
1B GLOBAL FITNESS CONSUMERS BY 2025

15. 15

16. 16
DIGITAL FITNESS

17. 17

18. 18
US CLUB GROWTH 2010-2014
KIOSK, LOW COST & STUDIOS LEAD GROWTH

19. Low Cost With 7 Million Users
External Factors - Competition

20. Rapidly Growing Boutiques
External Factors - Competition

21. Training Centers
External Factors - Competition

22. Some Brands Disappeared
Lessons Learned

23. While Others Struggle
Lessons Learned

24. And Some Reinvented
Lessons Learned

25. 25
While Others Reposition
“Evolve From Health Club To Healthy Way Of Life Solution
- $20B To $300B Market”

26. Digital Alternatives & Innovations
Emerging Opportunities

27. Digital Alternatives & Innovations

28. Omni Channel Brands - SC Is #1
#GeniusBrand Today
Emerging Opportunities

29. CUSTOMERS HAVE CHANGED

30. ROLES ARE CHANGING WITH LIFESTYLES

31. BIFURCATIONAFFLUENCE

32. 32
WELLTHY STATUS
EXANE

33. 33
BOOMERS

34. 34
AND THE
CONNECTED CONSUMERMILLENIALS

35. 35
TECHNOLOGY
KEY CHANGE DRIVER VIA ENHANCED UX

36. 36

37. 37

38. 38

39. 39
Competition For Attention
Changing Marketing
ATTENTION

40. 40
DIGITIZATION
6 D’S EXPONENTIAL
IMPACTING INDUSTRIES
TECHNOLOGY

41. 41
DIGITAL MUSIC
LESSONS LEARNED

42. 42
@ProfGalloway
OTHER INDUSTRIES TELL A STORY
#UTILITY

43. OMNI-CHANNEL DELIVERY MODELS WILL EXCEL
join today @fittechcouncil | fittechcouncil.org | info@fittechcouncil.org
Leading Brands Are Embracing Technologies To Redefine Business Models By Moving From Single Channels Bricks And Mortar Alone, To Omni-Channel Experiences That Connect, Service And
Support Customers Using Technology And Human Service Interfaces (Fitness 3.0). These Operators Will Likely Gain Significant Competitive Advantages Over Time If They Are Successful With Their
Efforts To Become “Digital Masters”.
The Acquisition By Anytime Fitness Of PumpOne
Exemplifies The Realization By Industry Leaders
Of The Need For Omni-Channel Delivery.
Orange Theory’s Development Of Apps And Heart Rate
Training Technologies That Work For Members Inside And
Outside Of Their Studios Reflects Acknowledgement Of
The Importance Of Omni-Channel As Well.
WELCOME TO FITNESS 3.0
2016 FITNESS TECHNOLOGY TREND REPORT
43OMNI CHANNEL

44. 44
SERVE CUSTOMERS WHERE THEY ARE

45. INDUSTRY LIFECYCLE S CURVE REINVENTION
Bricks & Mortar Fitness ModelsKey Driver Is Profitability
DIGITAL
OMNICHANNEL
WELLNESS
LIFESTYLE
ENTERTAINMENT

46. Competitive Strategy
INTERNAL

47. You Can’t Be Everything To Everyone
INTERSECTION OF:
DEEPLY PASSIONATE ABOUT
BEST IN THE WORLD AT
DRIVES ECONOMIC ENGINE
COLLINS HEDGEHOG

48. 48
Focus
Here
Customer
Needs
Competitors
Offerings
Core Competencies
‣ What Customers To
Target And Why ?
‣ What Are Your
Competitors
Delivering ?
‣ What Can You Do
Really Well ?
‣ How Do You Decide
What To Do ?
Competing
Strategy Meets Execution

49. & Execution: Getting Things Done
90% Of Strategies Fail

50. Combining These Dynamics With The Right Strategy Wins
50
1
2
‣ People, Values &
Culture
‣ Business Model
Including KPIS
Profitability, &
Investment
‣ Systems
Including Sales
& Marketing,
Retention &
CRM
2. Execution
Engine
‣ Brand Promise
Including Touch
Points,
Aesthetics &
Utility
‣ Pricing Models
‣ Service Delivery
Including
Physical &
Digital
Rubber
Hits Road
1. User
Experience
Where Are You & Where Are You Going ? Process

51. 51
USER EXPERIENCE

52. 3 Components To Competitive Advantage In User Experience
52
Brand
User
Experience
Pricing
Models
Service
Delivery
‣ Touch Points :
Customer
Journey
‣ Digital & Physical
Aesthetics
‣ Utility
‣ Communication
Strategy
‣ Personality
‣ On-Demand,
Flexible Or Firm
‣ Initiation Fees,
Upgrade Fees,
Premium
Services
‣ Layering
‣ Termination
Process
‣ Straight
Membership
‣ Enhanced
Program
Offerings
‣ Nutrition,
Massage, Or
Therapies
‣ Digital Services
‣ Positions The
Brand To
Compete
‣ Differentiates
From
Competitors
‣ Meets The
Markets Trends
Internal: Designing User Experience

53. 3 Components To The Execution Engine
53
People Values &
Culture
Execution
Engine
Business Model Systems
‣ Clear Vision,
Mission And
Values
‣ Hire To Profiles
Reflecting VMV
‣ Reinforce VMV
Through
Behaviors
‣ Established
Proforma &
Budgeting
Models
‣ KPIS Reflecting
Best In Class
‣ Lorem ipsum
dolor sit
‣ Marketing &
Sales Systems
‣ Financial
Accounting
Systems
‣ Operational &
CRM Systems
‣ HR & Talent
Acquisition &
Management
Systems
‣ Establishes
Ability To Set
Goals Based On
Best In Class
‣ Enables Ability To
Understand What
Is Happening
‣ Enables Ability To
Execute To A
Target Based On
Facts.
Internal: Execution Engine

54. OMNI CHANNEL
USER EXPERIENCE

55. ONE PAGE STRATEGIC PLAN
BIZ MODEL DESIGN

56. 56
TECHNOLOGY
KEY CHANGE DRIVER VIA ENHANCED UX

57. 57

58. 58
VIRTUAL TRAINING - GAMIFICATION - IN & OUT
GAMIFICATION | PERSONALIZATION

59. 59
MOBILE
SOLUTIONS AVAILABLE

60. 60
VIRTUAL TRAINING

61. 61
VIRTUAL TRAINING - COACHING

62. CUSTOMERS HAVE CHANGED

63. Resources @IHRSA

64. PRIZM SEGMENTATION - PROFILING
USER EXPERIENCE CATERS TO SEGMENTS

65. PRIZM SEGMENTATION

66. PRIZM SEGMENTATION - PROFILING
4 Social With 14 Segments | 3 Lifestyle 11 Segments

67. PRIZM SEGMENTATION
https://segmentationsolutions.nielsen.com

68. MARKET ANALYSIS

69. MARKET ANALYSIS
•5, 10 and 15 minute drive
times from Example Club
Shown above.
•Households within the drive
times total 2,205 within 5
minutes, 15,663 within 10
minutes, and 71,348 within
15 minutes.

70. COMPETITIVE ANALYSIS
LOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELESLOS ANGELES
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91356913569135691356913569135691356913569135691356913569135691356913569135691356913569135691356913569135691356913569135691356913569135691356913569135691356913569135691356913569135691356913569135691356913569135691356913569135691356913569135691356
91362913629136291362913629136291362913629136291362913629136291362913629136291362913629136291362913629136291362913629136291362913629136291362913629136291362913629136291362913629136291362913629136291362913629136291362913629136291362913629136291362
91364913649136491364913649136491364913649136491364913649136491364913649136491364913649136491364913649136491364913649136491364913649136491364913649136491364913649136491364913649136491364913649136491364913649136491364913649136491364913649136491364
91377913779137791377913779137791377913779137791377913779137791377913779137791377913779137791377913779137791377913779137791377913779137791377913779137791377913779137791377913779137791377913779137791377913779137791377913779137791377913779137791377
91402914029140291402914029140291402914029140291402914029140291402914029140291402914029140291402914029140291402914029140291402914029140291402914029140291402914029140291402914029140291402914029140291402914029140291402914029140291402914029140291402
91403914039140391403914039140391403914039140391403914039140391403914039140391403914039140391403914039140391403914039140391403914039140391403914039140391403914039140391403914039140391403914039140391403914039140391403914039140391403914039140391403
9140591405914059140591405914059140591405914059140591405914059140591405914059140591405914059140591405914059140591405914059140591405914059140591405914059140591405914059140591405914059140591405914059140591405914059140591405914059140591405914059140591406914069140691406914069140691406914069140691406914069140691406914069140691406914069140691406914069140691406914069140691406914069140691406914069140691406914069140691406914069140691406914069140691406914069140691406914069140691406914069140691406
91411914119141191411914119141191411914119141191411914119141191411914119141191411914119141191411914119141191411914119141191411914119141191411914119141191411914119141191411914119141191411914119141191411914119141191411914119141191411914119141191411
91436914369143691436914369143691436914369143691436914369143691436914369143691436914369143691436914369143691436914369143691436914369143691436914369143691436914369143691436914369143691436914369143691436914369143691436914369143691436914369143691436
91521915219152191521915219152191521915219152191521915219152191521915219152191521915219152191521915219152191521915219152191521915219152191521915219152191521915219152191521915219152191521915219152191521915219152191521915219152191521915219152191521
91602916029160291602916029160291602916029160291602916029160291602916029160291602916029160291602916029160291602916029160291602916029160291602916029160291602916029160291602916029160291602916029160291602916029160291602916029160291602916029160291602
91605916059160591605916059160591605916059160591605916059160591605916059160591605916059160591605916059160591605916059160591605916059160591605916059160591605916059160591605916059160591605916059160591605916059160591605916059160591605916059160591605
91608916089160891608916089160891608916089160891608916089160891608916089160891608916089160891608916089160891608916089160891608916089160891608916089160891608916089160891608916089160891608916089160891608916089160891608916089160891608916089160891608
Los AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos AngelesLos Angeles
GlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendaleGlendale
InglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewood
TorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorranceTorrance
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Simi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi ValleySimi Valley
AgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgoura
MoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorparkMoorpark
Rolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills EstatesRolling Hills Estates
Palos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes EstatesPalos Verdes Estates
MalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibuMalibu
TujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujunga
SunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunlandSunland
Lake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View TerraceLake View Terrace
Shadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow Hills
StonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurst
Olive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive View
SylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmar
Granada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada Hills
Sun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun Valley
GemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemco
Woodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland Hills
CalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasas
North HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth HigNorth Hig
Cypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress Pa
JeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJefferson
WildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasinWildasin
RivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRiviera
Pacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific Palisad
GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG
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© T N C m
A
M
LEGEND
n e s a e H ghways
U S H ghways
S a e H ghways
Current Members
Cu en Membe
Ma o Roads
Spec rum Pa sades
P epa ed o
F ma c
• DETERMINE MARKET
POTENTIAL
• UNDERSTAND MARKET
SHARE
• ANALYIZE TRENDS

71. MARKET ANALYSIS
Top Social Groups
Top LifeStage Groups
Group Name Area
HH
%
S1 Upper
Crust
4267 27.24
U1 Bohemian
Mix
3145 20.08
S1 Movers &
Shakers
2445 15.61
U1 Money &
Brains
1378 8.80
Group Name Area
HH
%
M1 Upper Crust 4267 27.24
Y2 Bohemian
Mix
3145 20.08
Y1 Movers &
Shakers
3445 15.61
M1 Money &
Brains
1378 8.8

72. MARKET ANALYSIS
Cancelled Social
Groups
Cancelled LifeStage
Groups
Group Name HH %
Y1 Midlife
Successes
429 32.75
M1 Affluent
Empy Nests
354 27.02
F1 Accumulated
Wealth
129 9.85
Group Name HH %
S1 Elite Suburbs 421 32.14
T1 Landed Gentry 368 28.09
S2 The Affluentials 158 12.06
U1 Urban Uptown 150 11.45

73. COMPETITIVE ANALYSIS
UNDERSTAND WHAT
GROUPS ARE YOUR BEST
CUSTOMERS AND WHO IS
LEAVING & JOINING &
WHY

74. Combining These Dynamics With The Right Strategy Wins
74
1
2
‣ People, Values &
Culture
‣ Business Model
Including
Profitability, &
Investment
‣ Systems
Including Sales
& Marketing,
Retention &
CRM
Execution
Engine
‣ Brand Promise
Including Touch
Points,
Aesthetics &
Utility
‣ Pricing Models
‣ Service Delivery
Including
Physical &
Digital
Rubber
Hits Road
User
Experience
Where Are You & Where Are You Going ? Process

75. COMPETITIVE EXAMPLES

76. RICK MAYO 1998 $1M PT
DROPPED TO $150K

77. TEAM TRAINING OPTIONS

78. PRIZM SEGMENTATION
• 8,000 feet
• Annual EFT ($319) memberships
• 500 + members, physical therapy
clinic, registered dietitian, massage
therapist
• 60K+ sessions year

79. AVG EFT $319/MONTH
$99 $149 $249 $359 $439 $2100
Program
Design
Team
Training
1X Week
SGT
Unlimited
SGT
Unlimited
SGT +
1 On 1
Training

80. Combining These Dynamics With The Right Strategy Wins
80
1
2
‣ People, Values &
Culture
‣ Business Model
Including
Profitability, &
Investment
‣ Systems
Including Sales
& Marketing,
Retention &
CRM
Execution
Engine
‣ Brand Promise
Including Touch
Points,
Aesthetics &
Utility
‣ Pricing Models
‣ Service Delivery
Including
Physical &
Digital
Rubber
Hits Road
User
Experience
Where Are You & Where Are You Going ? Process

81. GOLDS GYM HOUSTON

82. 12 MINUTE DRIVE TIMES

83. HOUSTON COMPETITIVE MARKET

86. Combining These Dynamics With The Right Strategy Wins
86
1
2
‣ People, Values &
Culture
‣ Business Model
Including
Profitability, &
Investment
‣ Systems
Including Sales
& Marketing,
Retention &
CRM
Execution
Engine
‣ Brand Promise
Including Touch
Points,
Aesthetics &
Utility
‣ Pricing Models
‣ Service Delivery
Including
Physical &
Digital
Rubber
Hits Road
User
Experience
Where Are You & Where Are You Going ? Process

87. 87
TECHNOLOGY
#DISRUPTION #INNOVATION

88. THE MOST SUCCESSFUL FITNESS BRANDS WILL BE DIGITAL MASTERS
join today @fittechcouncil | fittechcouncil.org | info@fittechcouncil.org
2016 FITNESS TECHNOLOGY TREND REPORT
88

89. INNOVATION
@RINGERSLEV

90. 90
BUSINESS MODEL INNOVATIONS
WHEN THE GAME GETS TOUGH CHANGE THE GAME

91. How Do You Improve Your Competitive Ability ?
@bryankorourke

92. Competing Is About Choices
Strategy

93. & Execution: Getting Things Done
90% Of Strategies Fail

94. Competitive Strategy
INTERNAL
EXTERNAL

95. INDUSTRY LIFECYCLE S CURVE REINVENTION
Bricks & Mortar Biz ModelsKey Driver Is Profitability

96. 96
US CLUB GROWTH 2010-2014
KIOSK, LOW COST & STUDIOS LEAD GROWTH

97. CUSTOMERS AREN’T THE SAME

98. 98
TECHNOLOGY
KEY DRIVING CHANGE VIA UX ENHANCED SERVICE

99. You Can’t Be Everything To Everyone
INTERSECTION OF:
DEEPLY PASSIONATE ABOUT
BEST IN THE WORLD AT
DRIVES ECONOMIC ENGINE
COLLINS HEDGEHOG

100. 100
Focus
Here
Customer
Needs
Competitors
Offerings
Core Competencies
‣ What Customers To
Target And Why ?
‣ What Are Your
Competitors
Delivering ?
‣ What Can You Do
Really Well ?
‣ How Do You Decide
What To Do ?
Competing
Strategy Meets Execution

101. Combining These Dynamics With The Right Strategy Wins
101
1
2
‣ People, Values &
Culture
‣ Business Model
Including KPIS
Profitability, &
Investment
‣ Systems
Including Sales
& Marketing,
Retention &
CRM
Execution
Engine
‣ Brand Promise
Including Touch
Points,
Aesthetics &
Utility
‣ Pricing Models
‣ Service Delivery
Including
Physical &
Digital
Rubber
Hits Road
User
Experience
Where Are You & Where Are You Going ? Process

102. 102
USER EXPERIENCE

103. 3 Components To Competitive Advantage In User Experience
103
Brand Promise
User
Experience
Pricing
Models
Service
Delivery
‣ Touch Points :
Customer
Journey
‣ Digital & Physical
Aesthetics
‣ Utility
‣ Communication
Strategy
‣ Personality
‣ On-Demand,
Flexible Or Firm
‣ Initiation Fees,
Upgrade Fees,
Premium
Services
‣ Termination
Process
‣ Straight
Membership
‣ Enhanced
Program
Offerings
‣ Nutrition,
Massage, Or
Therapies
‣ Digital Services
‣ Positions The
Brand To
Compete
‣ Differentiates
From
Competitors
‣ Meets The
Markets Trends
Internal: Designing User Experience

104. 3 Components To The Execution Engine
104
People Values &
Culture
Execution
Engine
Business Model Systems
‣ Clear Vision,
Mission And
Values
‣ Hire To Profiles
Reflecting VMV
‣ Reinforce VMV
Through
Behaviors
‣ Established
Proforma &
Budgeting
Models
‣ KPIS Reflecting
Best In Class
‣ Lorem ipsum
dolor sit
‣ Marketing &
Sales Systems
‣ Financial
Accounting
Systems
‣ Operational &
CRM Systems
‣ HR & Talent
Acquisition &
Management
Systems
‣ Establishes
Ability To Set
Goals Based On
Best In Class
‣ Enables Ability To
Understand What
Is Happening
‣ Enables Ability To
Execute To A
Target Based On
Facts.
Internal: Execution Engine

105. RESOURCES
@BRYANKOROURKE

106. RESOURCES
@BRYANKOROURKE

107. Success Is A Discipline

108. Saper Vedere

109. @bryankorourke