Bryan O'Rourke offered this keynote to the Legend Club Management Software team at their October 2019 event in Birmingham, UK. The keynote touched on 2020 beyond and key trends impacting the leisure industry.

1. 2020 And Beyond : The Next Decade Of Fitness And Wellbeing @BryanKORourke

3. @bryankorourke
bryankorourke@gmail.com

4. CHANGE : EVERY BIG CHALLENGE CREATES MASSIVE OPPORTUNITY

5. 4.0 Health & Education Most Impacted

6. Social Entrepreneurship

7. 2007

9. >650M

10. WORK TRENDS IMPACTED

11. OUR BEHAVIORS HAVE SHIFTED

12. OUR BEHAVIORS HAVE SHIFTED

13. GLOBALIZATIONS IMPACT

14. US POLARIZATION HIGHEST SINCE CIVIL WAR

16. HEALTH OUTCOMES

17. UK LIFE EXPECTANCY STALLED

19. “THE US SPENDS MORE MONEY ON DIETS THAN THE AMOUNT NEEDED TO FEED ALL
THE HUNGRY PEOPLE IN THE REST OF THE WORLD.” YUVAL HARARI
CONFUSION

22. CLARITY

23. Current State Of Our Industry
And What Industry Exactly?

24. Change Drivers

25. Opportunities And Threats

26. Strategies To Excel

27. !
Current Industry State &
What Industry Exactly ?

31. Exploding & Diverse Marketplace

32. GROWING DIVERSE MARKET
$94B in 2018 183M Members
230M By 2030

33. ECONOMIC TIMES
GENERALLY GOOD

35. http://bit.ly/1rebelukminton
FITNESS + TECHNOLOGY PODCAST
INDUSTRY TODAY

36. 350M Pounds
1.9M Members
3.5M Digital App

38. $1.7B US
1.9M Members
3.5M Digital App

39. $5.6 B Valuation 14 M Members

40. Environment For Capital - M&A Strong

42. DIGITAL GLOBAL PENTRATION
647 M DIGITAL USERS

43. TECH ASSET BUBBLE
IMPACTING MARKET

45. $8B Valuation $195M Loss Only 550K
Subscribers Lost $1.5B Since IPO

46. $39 M Valuation $400 M Revenues
PELOTON AFFECT

47. $150 M MapMyFitness 2013
$85 M Endomondo $475 M MyFitnessPal 2015
Never Made A Nickel
750M LOST

48. NO LONGER A GROWTH STOCK

49. CONSOLIDATORS

50. $846 M Valuation
GYMPASS AFFECT

51. 1M RoboTaxis By 2020

52. HEAD FAKE

53. !
Commercial Brands Going Vertical & Horizontal
Owning The User & Lifestyle Hybrids

55. 2M MEMBERS
360 DEGREES

56. !
"indulgence with no regrets" in the form of exclusive
cheesecake creations

57. NEW DIFFERENTIATED MODELS
ADDING GROWTH

59. EXPERIENCE
SMART COMPETITORS
REINVENTING THEIR
OFFERINGS

60. FITNESS PART OF A LARGER MARKETPLACE
competing for share of wallet
http://bit.ly/wellnessreport2018

62. 2. Change Drivers

63. CONVERGENCE OF 5 MEGATRENDS
DRIVING INDUSTRY CHANGE
An interconnected
multi-cultural world.
Changing demography
with an aging
population.
Increasingly
empowered and
knowledgable buyers.
Always on and
connected with more
intelligence.
Sustainability and the
fourth industrial
revolution.
ConsumersGlobalism Demographics Technologies Economics

64. INDUSTRY LIFECYCLE DRIVERS

65. 65
4%
GENIUS
26%
GIFTED
29%
AVERAGE
24%
CHALLENGED
17%
FEEBLE
L2 RESEARCH
LACK OF SMART STRATEGY BIG PROBLEM
25% 75%
POSSIBLE RIGHT DIRECTION AT RISK

66. DEMOGRAPHIC TRENDS

67. BOOMER WEALTH 12 X MILLENNIALS
PEAKS 2029 $26 TRILLION

68. ACTIVE AGING IS THE MOST SIGNIFICANT
ARENA TO EVER EMERGE

69. BIRTH RATE DECLINES + AGING

70. CONSUMERS & WORKFORCE

71. CONSUMER BIFURCATION

72. FITNESS & WELLBEING ARE BEING
DELIVERED VIA MANY NEW CHANNELS

73. CONVENIENT EXPERIENCES

74. DIPINGERE UNA FOTO
SUL FUTURO
TODAY WE WILL PAINT A PICTURE OF THE FUTURE WE ARE RESPONSIBLE FOR
HUMANITY AND TECHNOLOGY ARE CONVERGING
HUMAN EXPERIENCES WILL CHANGE
MORE IN THE NEXT 25 YEARS THAN
IN THE PAST 250 YEARS

75. FACIAL RECOGNITION

76. 5G & THE IOT
THE INTERNET OF EVERYTHING

77. THE IOT
THE INTERNET OF EVERYTHING
NEW INTERFACES
VISION HEARING VOICE GESTURE

78. PAYMENT
AUTOMATION EFFICIENCY

80. ROBOTICS

82. TECHNOLOGIES HAVE BEEN HARMFUL
TO OUR HEALTH - BACKLASH

85. TSUNAMI OF REGULATION IS COMING

86. The newly released 2019 Edelman Trust Barometer reveals that trust has changed
profoundly in the past year, with “my employer” emerging as the most trusted
institution. Globally, “my employer” (75 percent) is significantly more trusted than
NGOs (57 percent), business (56 percent), government (48 percent) and media (47
percent).

90. VALUE WHAT IS HUMAN - SPORTS

92. VALUE WHAT IS HUMAN - GROUP FITNESS

93. VALUE WHAT IS HUMAN - GROUP FITNESS
VALUE WHAT IS HUMAN - EVENTS

94. VALUE WHAT IS HUMAN - COACHING

95. AND SICK CARE SYSTEM IS GOING BROKE

97. OPPORTUNITIES & THREATS
HOW TO COMPETE FOR
RELEVANCY IN A NEW ERA OF
1 BILLION USERS

98. THREATS ARE ALTERNATIVE
WELLBEING EXPERIENCES

99. Hyper - PersonalizedTHREATS ARE ALTERNATIVE
EXPERIENCES VIA NEW
CHANNELS

100. OPPORTUNITY
DIFFERENTIATE YOUR
OFFERINGS - CHOICES

101. OPPORTUNITY
MAKE YOUR EXPERIENCE
100% EASIER
CONVENIENCE IS THE
NEW CURRENCY

102. PRO
DUCT
SERVICE
EXPERIENCE
M
O
M
E
N
T
S
IN
T
IM
E
P L A T F O R M
C H A N N E L
“FRICTIONLESS” USER EXPERIENCES
WHAT ARE YOU
DELIVERING & WHY ?
WHEN ARE YOU
DELIVERING & WHY ?
WHERE ARE YOU
DELIVERING & WHY ?

103. HYPER PERSONAL VOICE INTERFACE

104. FRICTIONLESS UX KEY
COMPETITIVE DIFFERENTIATOR

105. OUTSTANDING SERVICE
HIGH TECH HIGH TOUCH

106. LIFESTYLE HYBRID MODELS
competing for share of wallet
http://bit.ly/wellnessreport2018

107. NOOM - AI FOR
DIABETES PREVENTION
PURE DIGITAL
MODELS

108. LOW COST SUPER BRANDS
competing for share of wallet

109. TECH SAVVY BOUTIQUE MODELS

110. OUTCOME BASED
PROGRAMS FOR
COMMUNITY HEALTH

111. 4. Strategies To Excel

113. 01 02 03
ASSESSMENT
WHERE IS YOUR
BUSINESS REALLY
TODAY ?
MINDSET
HOW DO YOU SEE THE
WORLD ?
USER X
ARE YOU ALIGNED TO
THE 4 PILLARS OF
EXCEPTIONAL UX ?
04
ECONOMICS
DO YOU HAVE A
SUSTAINABLE BUSINESS
MODEL ?
05
EXECUTION
ARE YOU EMBRACING
THE 4 PILLARS OF
EXECUTION ?
YOU HAVE THE POWER TO CHOOSE
BUT 85% OF ORGS DO NOT HAVE A REAL STRATEGY

114. ASSESSMENT

115. E
N
3. USER EXPERIENCE
Are You Integrating The
Keys To Excellent UX ?
2. MINDSET
How Do You See The World
And What Do You Believe
In ?
5. EXECUTION ENGINES
Are You Focusing On The 4
Pillars Of Execution ?
4. NEW ECONOMICS
What Is Your True
Business Model ?M
U
DEFINE YOUR
MUNE MATRIX

116. CONTROLLING TO
EMPOWERING
PLANNING TO
EXPERIMENTATION
PRIVACY TO
TRANSPARENCY
PREDICTABLE TO
UNPREDICTABLE
PROFIT TO
PURPOSE
HIERARCHIES TO
NETWORKS
CHALLENGE THE ‘WHY’ BEHIND YOUR MINDSET

117. Hyper-Personal Frictionless Strategic Experience Omni-Channel
1 2 3 4
FOUR INTERCONNECTED KEYS TO EXCELLENT UX

118. NEW ECONOMICS THROUGH FRICTIONLESS BUSINESS

119. Michael Doe
IMAGE
PLACEHOLDER
Jeniffer Thompson
IMAGE
PLACEHOLDER
Erica Doe
AUTOMATION
INTEGRATED
PLATFORMS
SENSORS AND
DATA
HUMAN CAPITAL
EXECUTION ENGINES IMPROVE EXPERIENCE LOWERS COST = SUSTAINABLE
HOW DO YOU PULL THIS ALL OFF ?
EXECUTION ENGINES

120. EMBRACE TECHNOLOGY PLATFORMS

121. INVEST IN A TRAIN GREAT PEOPLE
FINDING TALENTED PEOPLE AND CREATING NEW BUSINESS
MODELS AROUND THEM BE KEY
GREAT CULTURE & TALENT

122. AUTOMATE KEY FUNCTIONS
HIGH TECH HIGH TOUCH

124. DISRUPTION IN THE ERA
OF MASS ACCELERATION
REINVENT EXPERIENCE
LEARN FROM OTHER INDUSTRIES

125. DISRUPTION IN THE ERA
OF MASS ACCELERATION

126. BLUE SKIES

127. CHANGE : EVERY GREAT CHALLEBGE CREATES MASSIVE OPPORTUNITY

129. Current State Of Our Industry
And What Industry Exactly?

130. Change Drivers

131. Opportunities And Threats

132. Strategies To Excel

133. CONTROLLING TO
EMPOWERING
PLANNING TO
EXPERIMENTATION
PRIVACY TO
TRANSPARENCY
PREDICTABLE TO
UNPREDICTABLE
PROFIT TO
PURPOSE
HIERARCHIES TO
NETWORKS
CHALLENGE THE ‘WHY’ BEHIND YOUR MINDSET

134. RETHINK STRATEGY : RESOURCES TO CHECK OUT

135. http://www.fittechcouncil.org/podcast/
FITNESS PLUS TECHNOLOGY PODCAST

136. DON’T FORGET WHY. IN A WORLD OF GREAT
CHANGE YOU MAKE THE WORLD A BETTER PLACE

138. @bryankorourke
bryankorourke@gmail.com