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.
43. OMNI-CHANNEL DELIVERY MODELS WILL EXCEL
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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
45. INDUSTRY LIFECYCLE S CURVE REINVENTION
Bricks & Mortar Fitness ModelsKey Driver Is Profitability
DIGITAL
OMNICHANNEL
WELLNESS
LIFESTYLE
ENTERTAINMENT
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
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
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.
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
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
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
88. THE MOST SUCCESSFUL FITNESS BRANDS WILL BE DIGITAL MASTERS
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2016 FITNESS TECHNOLOGY TREND REPORT
88
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
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