The Latest In Betterment Technology 2017

The Latest In Fitness Technology 2017
Bryan K. O’Rourke, www.Fittechcouncil.org | www.Bryankorourke.com
FITC FITC WEBINAR SEPTEMBER 2017

2
The Latest In Fitness Technology Webinar 2017
Listen Support and Share The FIT-C Fitness Plus Technology Podcast
Sponsorships : http://www.ﬁttechcouncil.org/sponsorships/
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3
Club Industry Show Hilton Chicago 4-6 October
Learn More : http://www.clubindustryshow.com/
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4
17th Annual IHRSA European Congress London 23-26 October
Learn More : http://hub.ihrsa.org/ihrsa-european-congress
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FITNESS INDUSTRY TECHNOLOGY COUNCIL
FIttechcouncil.org | BryanKORourke.com
The Latest In Fitness Technology 2017 | www.ﬁttechcouncil.org© 2017 All Rights Reserved 6
WHAT TECHNOLOGY IS BECOMING
Not A Thing We Use. Its Something We Will Become. No Boundaries. If We Can Think It It Can Be.
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WHAT TECHNOLOGY IS BECOMING ; BOOK TO READ
Important To Put Technology Into Historical Context. These Books Can Help.
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A Shift From Unforeseen Consequence. Technology Push Back Part Of The Evolution To Ubiquity.
FITC

WE ARE IN THE KNEE OF THE CURVE - CONTEXT IMPORTANT
The Greatest Products and Services Have Not Been Invented Yet.
FITC
“It is the nature of exponential growth that
events evolve extremely slowly for long
periods of time, but as one glides through
the knee of the curve, events erupt at an
increasingly furious pace.” - Ray Kurzweil
“The greatest products and
services have not been invented
yet” - Kevin Kelly

USER MODELS CONTEXT - TECHNOLOGY MUST SERVE PURPOSE
These Four Dynamics Will Be The Main Drivers For Success.
O A
S B
O
OMNIPRESENCE
Serving Customers Inside and Outside The Bricks
and Mortar Facility In Convenient, Impactful
Ways. Examples Include:
- OnDemand Coaching
- On Demand Classes
- Booking Services On Demand
- Nutrition On Demand
S
PERSONALIZED SERVICE
Differentiating Offerings via a Series Of Integrated
Services and Solutions That Stand Out For
Consumers. Making Those Services Personalized
Is Key. What isn't automated becomes very
valuable. Examples Include:
- Customized Weight Management Programs
- Customized Fitness Trainings
- Community Events & Experiences
- Specialized Nutritional Services
A
AESTHETIC UX DESIGN
Design in Everything From Interiors, Exteriors,
Signage, Digital . Evocative, Reﬂecting Brand..
Examples Include:
• Lighting
• Conveniences
• Inspiration
• Digital
• Engagement
B
SUSTAINABILITY
For Budget Models Having Increasing Automation
Driving Service and Personalization. For Higher
End Clubs Creating New Proﬁtable Revenue
Streams.Via Programs & Services
Examples Include:
• Face Recognition
• Kiosk
• Virtual Studios
• Micro Transactions
• High Tech High
Touch
FITC

CONSUMER MEGA TREND FRAMEWORK
Trendwatching Framework of Global Consumer Mega-Trends
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© 2017 All Rights Reserved
The Latest In Fitness Technology 2017 | www.fittechcouncil.org
The rise of small group training, boutique
experiences, digital services, digital
experiences and fitness communities like
Spartan Racing and other dynamics are all
driven by the need to heighten engagement
of users. In today’s world, outstanding user
experience is the new marketing.
UX DESIGN - ENGAGEMENT
12
USER MODEL CONTEXT - APPEARING NOW
Fitness Being Impacted By Consumer, Economic, & Technology Trends
Services delivered whenever and wherever
become a requirement for many brands who
will successfully engage, service and
monetize their users more effectively.
OMNIPRESENCE
Offering programs and services that address
emerging consumer needs is key to
differentiating fitness and betterment
brands. Mindfulness, entertainment,
nutrition, connection, spa, and other forms
of service and programming are all part of
new service paradigms which successful
competitors will adopt in new and exciting
ways.
SERVICE DEFINITION
The personalization of fitness experiences is
essential to consumer satisfaction and
higher retention and revenues. From how
fitness brands communicate and engage to
how they use tools to deliver customized
solutions for their customers; the winners
will be excerpts at personalization.
PERSONALIZATION
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© 2017 All Rights Reserved
The Latest In Fitness Technology 2017 | www.ﬁttechcouncil.org
The ubiquity of internet connectivity and
related digital platforms enable the creation
of communities in mass which can target
segmented markets in a way which was
impossible only a few years ago. Mobile
internet adoption and the proliferation of
social digital networks has created the ability
for brands to proliferate, serve and engage
communities at scale.
ONLINE COMMUNITIES
13
TECHNOLOGY IS IMPACTING MORE AND MORE
Health Clubs Are Being Impacted By Consumer, Economic, & Technology Trends
As the traditional health club marketplace
matures demand for betterment products
and services are expected to grow. New
business models, concepts and delivery
systems will create opportunities for existing
consumer brands and wholly new brands.
Convenience is the new currency.
NATURE OF COMMERCE
Wherein the average smartphone user is
checking their phones over 200 times a day,
new interfaces like voice and ecosystems
like Amazon’s Alexa are revolutionizing how
experiences can and will be delivered
visually, audibly via VR, AR, directly
connecting to the brain and otherwise.
NEW INTERFACES
Sensor technology costs are plummeting as
the ability to collect massive amounts of
data and begin to utilize machine learning
and cloud based applications will enable a
new era of personalized coaching, behavior
modiﬁcation engagement and other
experiences to impact health and
performance.
SENSORS, DATA & AI
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BUSINESS MODELS - HOW WE THINK MUST CHANGE
Old Economics Versus New Economics - Creation Of Value Is Changing
D U
C T
D
DATA POINTS - INFORMATION
Collection of Information Enables Connecting The
Dots. Creates The Ability To Form Value Over
Time. Value Appreciates Over Time By Knowing
What Is Empirical.
C
COGNITION - LEARNING
Algorithms Use Data And Find Patterns. Value
Appreciates Over Time.
U
USERS
Make Something You Think People Want And Get
Them To Buy It. Value Declines Over Time. Trial
And Error.
T
DOLLARS & TRANSACTIONS
Get Users To Spend More Via Promotion. Value
Tends To Depreciate.
FITC
NEW PARADIGM OF VALUE CREATION OLD PARADIGM OF VALUE CREATION

FITNESS IS MELDING INTO “BETTERMENT”
The Marketplace Is Emerging With New Growth Potential - Symbiotic 7 Key Parts
W
What consumers
wear is both
functional and
fashionable.
WEARABLE
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
M
Meditation, Mind-
body Programming,
Holistic, Sustainable.
MINDFULNESS
F
Extreme classes,
and other activities
like walking and
everything in
between.
FITNESS
C
Participating in
Community, Being
Entertained, Feeling
A Part Of Something.
CONNECTION
H
As more costs shift
to consumers we
must become CEOs
of our own health.
HEALTH CARE
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.
Wearable 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
FITC

NUTRITIONAL
We Are What We Eat And Technology Will Help With That To. Habit DNA Based Customized Eating Plan.
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NUTRITIONAL
Why Are What We Eat And Technology Will Help With That To
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NUTRITIONAL
Tools Providing Information And Support
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MINDFULNESS
Our Brain Needs To Exercise And Rest To. ELF Helps You Reach Optimized State of Mind.
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MINDFULNESS
WYSA On Demand AI Therapist @WysaBuddy
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MINDFULNESS
Somadome Meditation Pod
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FITNESS
Motosumo - Smartphone App Sensor From Vibrations
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FITNESS
Forge | Nudge Online Coaching
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FITNESS
AI Personal Trainers
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FITNESS
VR - Gamiﬁcation | Immersive Fitness Experiences
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FITNESS
On Demand Business Models
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CONNECTION
Communities Are Leveraging Digital
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CONNECTION - ENTERTAINMENT
Starva - Zwift Community - Find People And Share Experiences Together
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CONNECTION - ENTERTAINMENT
Swift Indoor Cycling Community
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CONNECTION - NEW TYPES OF ENGAGEMENT
Augmented Reality For Major League Baseball On iPhone 8
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HEALTH CARE
Inexpensive EKG - Kardia Mobile
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HEALTH CARE
Senosis Identiﬁes Health Conditions With Existing Hardware - Camera And Microphones
FITC

HEALTH CARE
Longevity Is A Huge Market To Watch
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WEARABLES : ISN’T JUST FITBIT
Fashion Function & Self-Expression
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FITC

DIGITAL - FRICTIONLESS
A New Era Of Ubiquity - Like The Air We Breathe - Amazon & Google
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DIGITAL
Virtual Assistants
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DIGITAL
Anticipation Of Need - New Business Model Paradigm - Sensor Cognition
FITC

DIGITAL
Gadgets Are Changing - Ultimately Going Away
FITC

FITNESS IS MELDING INTO “BETTERMENT”
The Marketplace Is Emerging With New Growth Potential - Symbiotic 7 Key Parts
W
What consumers
wear is both
functional and
fashionable.
WEARABLE
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
M
Meditation, Mind-
body Programming,
Holistic, Sustainable.
MINDFULNESS
F
Extreme classes,
and other activities
like walking and
everything in
between.
FITNESS
C
Participating in
Community, Being
Entertained, Feeling
A Part Of Something.
CONNECTION
H
As more costs shift
to consumers we
must become CEOs
of our own health.
HEALTH CARE
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.
Wearable 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
FITC

BUSINESS MODELS - HOW WE THINK MUST CHANGE
Old Economics Versus New Economics - Creation Of Value Is Changing
D U
C T
D
DATA POINTS - INFORMATION
Collection of Information Enables Connecting The
Dots. Creates The Ability To Form Value Over
Time. Value Appreciates Over Time By Knowing
What Is Empirical.
C
COGNITION - LEARNING
Algorithms Use Data And Find Patterns. Value
Appreciates Over Time.
U
USERS
Make Something You Think People Want And Get
Them To Buy It. Value Declines Over Time. Trial
And Error.
T
DOLLARS & TRANSACTIONS
Get Users To Spend More Via Promotion. Value
Tends To Depreciate.
FITC
NEW PARADIGM OF VALUE CREATION OLD PARADIGM OF VALUE CREATION

USER MODELS CONTEXT - TECHNOLOGY MUST SERVE PURPOSE
These Four Dynamics Will Be The Main Drivers For Success.
O A
S B
O
OMNIPRESENCE
Serving Customers Inside and Outside The Bricks
and Mortar Facility In Convenient, Impactful
Ways. Examples Include:
- OnDemand Coaching
- On Demand Classes
- Booking Services On Demand
- Nutrition On Demand
S
PERSONALIZED SERVICE
Differentiating Offerings via a Series Of Integrated
Services and Solutions That Stand Out For
Consumers. Making Those Services Personalized
Is Key. What isn't automated becomes very
valuable. Examples Include:
- Customized Weight Management Programs
- Customized Fitness Trainings
- Community Events & Experiences
- Specialized Nutritional Services
A
AESTHETIC UX DESIGN
Design in Everything From Interiors, Exteriors,
Signage, Digital . Evocative, Reﬂecting Brand..
Examples Include:
• Lighting
• Conveniences
• Inspiration
• Digital
• Engagement
B
SUSTAINABILITY
For Budget Models Having Increasing Automation
Driving Service and Personalization. For Higher
End Clubs Creating New Proﬁtable Revenue
Streams.Via Programs & Services
Examples Include:
• Face Recognition
• Kiosk
• Virtual Studios
• Micro Transactions
• High Tech High
Touch
FITC

A Shift From Horrible Consequence. Technology Push Back Part Of The Evolution To Ubiquity.
FITC

WE ARE IN THE KNEE OF THE CURVE - CONTEXT IMPORTANT
The Greatest Products and Services Have Not Been Invented Yet.
FITC
“It is the nature of exponential growth that
events evolve extremely slowly for long
periods of time, but as one glides through
the knee of the curve, events erupt at an
increasingly furious pace.” - Ray Kurzweil
“The greatest products and
services have not been invented
yet” - Kevin Kelly

The Latest In Fitness Technology 2017
Bryan K. O’Rourke, www.Fittechcouncil.org | www.Bryankorourke.com
FITC FITC WEBINAR SEPTEMBER 2017
PLEASE JOIN US http://www.fittechcouncil.org/benefits-of-membership/
THANK YOU FOR YOUR INTEREST - TO LEARN MORE VISIT
www.fitechcouncil.org

The Latest In Betterment Technology 2017

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