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Poised for Growth Digital And The Future of a Rapidly Expanding Fitness Industry
Bryan K. O’Rourke @WexerVirtual @FittechcouncilIce Tank, London 2016
poised for growth disruptive forces are driving trends that are reshaping our world and our industry for the better
poised for growth: the better the question. the better the answer. the better our industry works.
WHY ?1 BILLION 2025
SAPERE VEDEREDA VINCI
poised for growth: we must think differently. believing is seeing.
massive change… rising tides will lift some more than others
DISRUPTION
WHAT IS THE NEW NORM ?
RESTAURANTS OFFER A DINNING EXPERIENCE
THIS APP OFFERS A DINING EXPERIENCE
BANKS OFFER FINANCIAL SERVICES
THIS APP OFFERS FINANCIAL SERVICES
THIS CLINIC OFFERS MEDICAL CARE
THIS APP OFFERS MEDICAL CARE
HEALTH CLUBS OFFERHEALTH & FITNESS EXPERIENCES
THIS OFFERSHEALTH & FITNESS EXPERIENCES
THIS OFFERSHEALTH & FITNESS EXPERIENCES
THIS OFFERS FITNESS EXPERIENCES TO
WE MUST RETHINK WHATDEFINES OUR “INDUSTRY”
what are “fitness experiences” becoming ?
how will the “industry” evolve ?
what will “members” want ?
4TH INDUSTRIAL REVOLUTION- CYBER PHYSICAL SYSTEMS
WE MUST APPLY FRESH THINKING TO SUCCEED AND REACH OUR POTENTIAL
PEOPLE TECHNOLOGY
GLOBALISM ECONOMICS
WHY DISRUPTION ?4 CONVERGENCE DRIVERS
PEOPLE
HEALTH & FITNESS INDUSTRYCONVERGENCE DRIVERS
old school definitions don’t apply - dizzying diversity
bifurcation : mass affluence driving niche luxury models and middle class driving utility businesses.
urbanization : cities are driving global growth and represent the majority of health club operations.
power has shifted to fitness consumers convenience, authenticity, choice rule decision making
exane : 10% luxury is digital now 40% by 2020
fitness experiences are user experiences (ux)
3 key “people” or “consumer” trends
G R E AT E R U T I L I T Y A N D C O N V E N I E N C E & R E L E VA N C E
F O R U S E R S
PERSONALIZATIONA C K N O W L E D G E M E N T A N D
R E C O G N I T I O N E M B R A C I N GA M I S S I O N
ENGAGEMENT
FLAUNT CULTURE
NOT JUST FITNESS
BENEFICIAL INTELLIGENCE
N E W WAY S O F D E L I V E RYT H AT I N C R E A S E U S E
A N D R E L E VA N C E
SERVICE REDEFINITION
OMNI-PRESENCE
TRENDS + VISION = REINVENTING MODELS
3 KEY CONSUMER TRENDS
PERSPECTIVE SHIFT
STATUS
personalization: greater utility, convenience & relevance
VALUE
BENEFICIAL INTELLIGENCEEnhancing User Experience ThroughBuilt In Intelligence
OMNIPRESENCENew Channels, Nuanced With Context In The Right Place At The Right Time
engagement: acknowledgement recognition mission
EMOTION
STATUS:Experiences Via Design, Gamifying, UX, Community
FLAUNT CULTUREAllow Users To Remove Barriers And Celebrate And Flaunt An Authentic Transparent Experience
service redefinition : delivering new and different
MODEL
PERSPECTIVESHIFT:Reposition Renew, and Refresh Service Offerings In New Ways
NOT JUST FITNESS:Lifestyle, Mindset, Nutrition, Holistic, Longevity
G R E AT E R U T I L I T Y A N D C O N V E N I E N C E F O R
U S E R S
PERSONALIZATIONA C K N O W L E D G E M E N T A N D
R E C O G N I T I O N E M B R A C I N GA M I S S I O N
ENGAGEMENT
FLAUNT CULTURE
NOT JUST FITNESS
BENEFICIAL INTELLIGENCE
N E W WAY S O F D E L I V E RYT H AT I N C R E A S E U S E
A N D R E L E VA N C E
SERVICE DEFINITIONS
OMNI-PRESENCE
TRENDS + VISION + TECH REINVENTING MODELS
3 KEY CONSUMER TRENDS
PERSPECTIVE SHIFT
STATUS
PEOPLE TECHNOLOGY
GLOBALISM ECONOMICS
WHY DISRUPTION ?4 CONVERGENCE DRIVERS
HEALTH CLUB INDUSTRYCONVERGENCE DRIVERS
TECHNOLOGY
@Bryankorourke@WexerVirtual
the greatest products of the next 20 years have not been created yet. Kevin Kelly
Kevin Kelly’s View Of What Will Happen With Technology12 Inevitable Forces
51
01 Becoming 02 Cognifying 03 Flowing
04 Screening 05 Accessing 06 Sharing
Move from fixed products to constant upgraded services and
subscriptions.
Make everything smarter via cheap AI from the cloud.
Unstoppable streaming. You are certainly now in the data
business.
Turning all surfaces into screen experiences.
Access to services at all times move away from owning assets.
Mass-scale collaboration. Key innovations built on sharing.
BE CO FL
SC AC SH
SCREEN
SCREEN
AC & CO
12 Inevitable Forces
57
07 Filtering 08 Remixing 09 Interacting
10 Tracking 11 Questioning 12 Beginning
Harnessing intense personalization to anticipate
desires.
Unbundling products and basic parts and recombining them in all
possible ways.
Immersing ourselves inside computers to maximize
engagement.
Total surveillance for consumer and citizens benefit.
Promoting good questions is far more valuable than good
answers.
A system connecting all humans and machines in a global mix.
Kevin Kelly’s View Of What Will Happen With Technology
FI RE IN
TR QU BG
4TH INDUSTRIAL REVOLUTION- CYBER PHYSICAL SYSTEMS
THE HOLOS CHOICE
PEOPLE TECHNOLOGY
GLOBALISM ECONOMICS
WHYT DISRUPTION ?4 CONVERGENCE DRIVERS
HEALTH CLUB INDUSTRYCONVERGENCE DRIVERS
ECONOMICS
CONVERGENCE DRIVERSRESULT IN DIVERGENT
MODELS
divergence means new delivery systems to meet consumer needs in new ways (workout drone).
breaks down return on equity into 3 parts. Donaldson Brown invented formula in 1912
ROE Explains Industry Landscape
Profit Margin
Dupont Formula : Return On Equity
66
EBITDA
SALES ASSETS EQUITY
SALES ASSETS
Asset Turnover Equity Multiplier
X X
Profit Margin
Dupont: Return On Assets Where the Growth Is
67
EBITDA
SALES $3M AVG
SALES $3M AVG
Asset Turnover
X =53% 100% 53%
Profit Margin
68
EBITDA
SALES ASSETS $1.6M AVG
SALES $1.6M AVG
Asset Turnover
X =34% 100% 34%
Dupont: Return On Assets Where the Growth Is
key economic drivers: lower operating costs and increasing revenue per member and lifetime value of member
8 Distinct Fitness Delivery ChannelsHealth Club Models
70
High End Full Service
Middle Market
Low Price HV Boutique
Full Service, Full Amenities, Higher
Prices, Digital Integration
Financially Challenged, Low
Pricing Power, Legacy Burden
Hi-Growth Space, Low-Cost, Low-
Service, Upcoming Digital, Lower
Markets
Program Focused, Cross Over Lifestyle,
Multiple Monetization, Omni-Channel
Health Club Models
71
Fitness Community
Pure Digital
Medically Integrated
Alternative Models
Outdoors, Indoors, Lifestyle. Connection,
Data Driven, Streaming Content,
Anywhere Anytime,Home
Market and More
Outcomes Based, Integrated, Population
Health
Corporate, Multi-Family, Alternative
Models
8 Distinct Fitness Delivery Channels
CONSOLIDATION AND REENGINEERING - S CURVE
72Bricks & Mortar Biz ModelsKey Driver Is Profitability
DIGITAL OMNICHANNEL MEDICAL BOUTIQUE LIFESTYLE COMMUNITY
Business Models Will Merge Different Aspects Of Each Of These With ALL INCLUDING DIGITAL COMPONENTS
Merging Of Offerings - Key Digital
73
High End Full Service
Community Digital Medically Integrated
Middle Market Low Price High Value Boutique
Alternative
digital creates new economics by being able to deliver experience without variable costs and more.
growing market: sick care is not sustainable and public primary prevention is the answer. technology will help.
Personalized Primary Prevention Is Here - DNA
S CURVE: THE WAY WE SEE THE INDUSTRY MUST SHIFT
PEOPLE TECHNOLOGY
GLOBALISM ECONOMICS
WHY DISRUPTION ?4 CONVERGENCE DRIVERS
HEALTH & FITNESS INDUSTRYCONVERGENCE DRIVERS
GLOBALISM
how we operate and invest must be mindful of sustainability
we must cooperate globally to impact policies that address the huge risk and opportunity of global health
we must globally share our insights and cultural diversity to drive innovation and success
poised for growth disruptive forces are driving trends that are reshaping our world and our industry for the better
SAPERE VEDEREDA VINCI
poised for growth: we must think differently. believing is seeing.
PEOPLE TECHNOLOGY
GLOBALISM ECONOMICS
WHY DISRUPTION ?4 CONVERGENCE DRIVERS
the greatest products of the next 20 years have not been created yet. Kevin Kelly
ASK THE RIGHT QUESTIONS
SEIZE THE UPSIDE OF DISRUPTION
Poised for Growth Digital And The Future of a Rapidly Expanding Fitness Industry
Bryan K. O’Rourke @WexerVirtual @FittechcouncilIce Tank, London 2016