Bryan O'Rourke presented his vision of the future of Human Capital in the Fitness and Active Leisure Industry at the 6th Annual Congresso da Fitness Tribe in Lisbon Portugal in January of 2019 before almost 2,000 fitness professionals. You can locate video content at this link http://bit.ly/ORourkeVideoLisbon2019 .

1. Human Capital In The Fitness and Active Leisure Sector
Lisbon Portugal 2019 | @bryankorourke
2

2. 3

3. Human Capital In The Fitness and Active Leisure Sector
Lisbon Portugal 2019 | @bryankorourke
4

4. @bryankorourke
bryankorourke@gmail.com
5

5. TODAY WE PAINT A PICTURE
ABOUT THE FUTURE
6

6. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
PAINT A PICTURE
5 MEGATRENDS CONVERGING
ConsumersGlobalism Demographics Technologies Economics
An interconnected multi-
cultural world creating new
markets, cross boarder
competition, and innovation.
Changing demography with an
aging population, the decline in
brith rates, and heightened
cross generational dynamics.
Increasingly empowered and
knowledgable buyers have
higher expectations of
everyone and everything.
Always on and connected with
more intelligence along with
distrust and ethics being a
bigger concern.
Sustainability and the fourth
industrial revolution recreating
industries, jobs, production,
capital and payment.
7

7. TRANSFORMATIVE
PAINFUL CHANGE
8

8. @bryankorourke 2019 9
HUMAN CAPITAL
@LANAYAH_MARIE
9

9. CHALLENGE : IF YOU DON’T THINK ABOUT THE FUTURE
YOUR BUSINESS OR CAREER WILL HAVE NO FUTURE
10

10. 11

11. @bryankorourke 2019 12
CHANGE :
EVERY CRISIS CREATES
A MAJOR OPPORTUNITY
12

12. GREATEST TIME IN HISTORY
TO BE IN ALMOST ANY INDUSTRY
13

13. AND BUSINESS AS USUAL IS DEAD
14

14. @bryankorourke 2019 15
THERE IS NOTHING MORE POWERFUL
THAN A CHANGED MIND
15

15. 16

16. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
MINDSET
THE NEW STRATEGIC ADVANTAGE
CONTROLLING TO EMPOWERING
In The New Era Of Openness Telling People
What To Do Is Not As Effective As Inspiring
And Connecting Purpose.
PLANNING TO EXPERIMENTATION
The Only Way To Learn The New Is To Try Things
Work On An 80-20 Ratio Of Existing And New
Business
PRIVACY TO TRANSPARENCY
Opening Information To All Enables The
Other 5 Keys To Flourish In The New Era.
PREDICTABLE TO UNPREDICTABLE
The Past Is Not Predictor For The Future.
Assumption To Knowledge Ratios Have
Changed.
PROFIT TO PURPOSE
Short Term Aims Undermine Long Term Value.
Attracting Customers And Partners Takes A
Vision
HIERARCHIES TO NETWORKS
Interoperable Organization Leverage
Capacities Better Results Through
Collaboration.
17

17. MINDSET = PURPOSE MATTERS
HUMAN CAPITAL
18

18. TODAY WE PAINT A PICTURE
ABOUT THE FUTURE
19

19. WHY ? PURPOSE MATTERS
@bryankorourke
20

20. MY FAMILY
21

21. @bryankorourke
22

22. DIVERSE CULTURE
23

23. MY CAREER DISRUPTING SINCE 1983
24

24. 1993
ACROSS MANY INDUSTRIES
25

25. SUPER AUTOMATED ESPRESSO MACHINES 1996
26

26. HEALTH CLUBS 1997
27

27. GROUP FITNESS 2005
28

28. 2006 #THECLOUD
29

29. 2007
@bryankorourke
@GaryVee
30

30. 31

31. http://www.fittechcouncil.org/podcast/
FITNESS + TECHNOLOGY PODCAST
32

32. 33

33. FOR 30 YEARS
34

34. 10 Years Ago
35

35. 36

36. 37

37. EMOJI CULTURE
38

38. 39

39. Tweet @BryankORourke @TomFriedman For A Copy
40

40. DISRUPTION IN THE ERA
OF MASS ACCELERATION
BOM vs MAL
41

41. 42

42. WELLBEING
A GROWTH MARKET FOR GOOD
http://bit.ly/wellnessreport2018
43

43. GROWTH
1 BILLION MEMBERS
44

44. GROWTH REQUIRES NEW THINKING
45

45. INDUSTRY DEFINITIONS HAVE CHANGED
46

46. 47

47. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
NEW BUSINESS ECONOMICS
1. GREAT PRODUCT SERVICE
You Must Have Products And Services
Designed To Fit Specific Markets And That
Have A Clear Distinct Proposition.
2. ATTRACTION OF CUSTOMERS
Attracting Your Target Market Means Advertising
In New Ways.Mostly Through Great Product &
Service.
3. USERS - MEMBERS
When Obtaining Members You Need To
Obtain Their Data.
6. INCREASE INSIGHTS
Insights Result That Drive Better Product And
Service Innovation.
5. DATA ON EVERYTHING
By Tracking Everything About Your Customer
You Begin To Learn About What They Really
Want.
4. CREATES INTERACTIONS
As Members Use Your Products And Services
You Must Track Their Interactions.
48

48. OLD MODEL OF VALUE
CUSTOMERS
TRANSACTIONS / $
49

49. NEW MODEL OF VALUE
DATARECEPTORS
COGNITION
50

50. RESTAURANTS OFFER A
DINNING EXPERIENCE
51

51. THIS OFFERS A DINING
EXPERIENCE
52

52. BANKS OFFER
FINANCIAL SERVICES
53

53. THIS AI OFFERS
FINANCIAL SERVICES
54

54. CONCERTS OFFER
MUSICAL ENTERTAINMENT
55

55. THIS APP DOES THE SAME
56

56. THIS CLINIC OFFERS
MEDICAL CARE
57

57. THIS OFFERS MEDICAL CARE
58

58. THIS OFFERS TRANSPORTATION
59

59. 60

60. HEALTH CLUBS OFFER
HEALTH & FITNESS EXPERIENCES
61

61. THIS OFFERS
HEALTH & FITNESS EXPERIENCES
62

62. 63

63. THIS OFFERS
HEALTH & FITNESS SERVICES
64

64. THIS OFFERS
HEALTH & FITNESS EXPERIENCES
65

65. THIS OFFERS FITNESS
EXPERIENCES
66

66. 67

67. INDUSTRY DEFINITIONS HAVE CHANGED
68

68. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
4 DYNAMICS FOR ORGANIZATIONS MUNE
TECHNOLOGY
E
N
2. USER EXPERIENCE
The experiences brands seek to create for their
employees, customers, and stakeholders are the key
differentiator in a competitive world. Omni-presence,
hyper-personalization, frictionless commerce,
strategic, facilitated, and convenient are all things that
combine to evoke feelings in humans.
1. MINDSET
How brands and organizations see the world, how
their values are the basis of their culture, and how
they interact with and deliver value to their
employees, stakeholders and customers. Mindset is
the most important aspect of success today because
it impacts what people see as possible.
4. EXECUTION ENGINES
The foundation to executing experience in a
sustainable business now requires fundamental
tools : enterprise systems, human capital, automation,
data collection, and machine intelligence. Without
attention to these engines UX and New Economics
cannot work.
3. NEW ECONOMICS
New ways to create and monetize the business as a
platform, digital-physical delivery, dynamic pricing, the
way businesses can sustainably monetize has
expanded into many many options. Transaction is the
lowest common denominator with platforms enabling
the highest value creation dynamic.
M
U
69

69. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
Michael Doe
IMAGE
PLACEHOLDER
Jeniffer Thompson
IMAGE
PLACEHOLDER
Erica Doe
AUTOMATION ENTERPRISE
CLOUD SOLUTIONS
SENSORS - DATA HUMAN CAPITAL
THE NEED FOR THESE EXECUTION ENGINES
70

70. USER EXPERIENCE PEOPLE HAVE GREATER OPTIONS
71

71. MORE AVAILABLE DELIVERY MODELS & EXPERIENCES IN CLUB
72

72. AESTHETIC DESIGN IS CRITICAL TODAY
73

73. 74

74. MORE AND MORE DELIVERY MODELS
75

75. 76

76. OMNI-CHANNEL DELIVERY
USER EXPERIENCE
77

77. 78

78. HOW WILL SUCCESSFUL BRANDS OPERATE ?
79

79. WHAT ARE FITNESS EXPERIENCES BECOMING ?
80

80. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
P
PERSONAL
SERVICES
COMMUNICATION
TO SPECIFIC
USERS. CREATE
LOYALTY.
E
EASY
FRICTIONLESS
BUYING, SIMPLE
FAST FUNCTIONAL
F
FACILITATED
BUYING
SERVICES
ACROSS
PLATFORMS
S
STRATEGIC
INVEST IN WHERE
THINGS ARE
HEADING. VIDEO,
MOBILE, VOICE
O
OMNICHANNEL
OWNING THE
CUSTOMER 24/7
RETHINKING USER EXPERIENCE 5 DRIVERS
81

81. Hyper - Personalized
P
PERSONAL
SERVICES
COMMUNICATION
TO SPECIFIC
USERS. CREATE
RELEVANCE.
82

82. Hyper - Personalized
83

83. Hyper - Personalized
84

84. 85

85. 86

86. E
EASY
FRICTIONLESS
BUYING, SIMPLE
FAST
FUNCTIONAL
Frictionless
87

87. Frictionless
88

88. 89

89. F
FACILITATED
MAKE BUYING
SERVICES
ACROSS
PLATFORMS
WORK
Facilitated - convenience access across channels with reserve
90

90. 91

91. S
STRATEGIC
INVEST IN
WHERE THINGS
ARE HEADING.
VIDEO, MOBILE
Strategic - mcfit italia campaigns
92

92. 93

93. O
OMNICHANNEL
WHENEVER AND
WHEREVER THE
CUSTOMER
WANTS
omnichannel and back to the gym
94

94. 95

95. 96

96. 97

97. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
4 DYNAMICS FOR ORGANIZATIONS MUNE
TECHNOLOGY
E
N
2. USER EXPERIENCE
The experiences brands seek to create for their
employees, customers, and stakeholders are the key
differentiator in a competitive world. Omni-presence,
hyper-personalization, frictionless commerce,
strategic, facilitated, and convenient are all things that
combine to evoke feelings in humans.
1. MINDSET
How brands and organizations see the world, how
their values are the basis of their culture, and how
they interact with and deliver value to their
employees, stakeholders and customers. Mindset is
the most important aspect of success today because
it impacts what people see as possible.
4. EXECUTION ENGINES
The foundation to executing experience in a
sustainable business now requires fundamental
tools : enterprise systems, human capital, automation,
data collection, and machine intelligence. Without
attention to these engines UX and New Economics
cannot work.
3. NEW ECONOMICS
New ways to create and monetize the business as a
platform, digital-physical delivery, dynamic pricing, the
way businesses can sustainably monetize has
expanded into many many options. Transaction is the
lowest common denominator with platforms enabling
the highest value creation dynamic.
M
U
98

98. TECHNOLOGY CONTINUES TO ADVANCE
99

99. 100

100. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
TECHNOLOGY IMPACTING NEW
BUSINESS ECONOMICS JUST STARTING
1. GREAT PRODUCT SERVICE
You Must Have Products And Services
Designed To Fit Specific Markets And That
Have A Clear Distinct Proposition.
2. ATTRACTION OF CUSTOMERS
Attracting Your Target Market Means Advertising
In New Ways.Mostly Through Great Product &
Service.
3. USERS - MEMBERS
When Obtaining Members You Need To
Obtain Their Data.
6. INCREASE INSIGHTS
Insights Result That Drive Better Product And
Service Innovation.
5. DATA ON EVERYTHING
By Tracking Everything About Your Customer
You Begin To Learn About What They Really
Want.
4. CREATES INTERACTIONS
As Members Use Your Products And Services
You Must Track Their Interactions.
101

101. Any emerging
tech is like
teenage sex:
everyone talks
about it,
nobody really
knows how to
do it; everyone
thinks everyone
else is doing it,
so everyone
claims they are
doing it.
Implications Are Misunderstood
102

102. DIGITAL FITNESS GLOBAL PENETRATION
412 MILLION USERS | 162 MILLION CLUBS
103

103. DIGITAL FITNESS $12 BILLION
HEALTH CLUBS $83 BILLION
104

104. DIGITAL FITNESS
LARGEST MARKET CHINA | US | INDIA
105

105. LEAP FROG EFFECT
106

106. 107

107. ADOPTION OF TECH3
Ubiquitous like air we breathe.
INTERFACES WILL SIGNIFICANTLY INCREASE TECH ADOPTION
108

108. NEW INTERFACES KEY TO GREATER UTILITY
109

109. NEURAL INTERFACES
110

110. 111

111. FACIAL RECOGNITION
112

112. VIRTUAL REALITY
113

113. 114

114. 115

115. AUGMENTED REALITY
116

116. Voice Interface
117

117. VOICE INTERFACES
118

118. ARTIFICIAL
INTELLIGENCE
119

119. INTELLIGENT MESSENGERS
120

120. Personalized Motivation
And Emotional Support
121

121. NOOM - CDC AI DIABETES
122

122. 123

123. ROBOTICS ARE HERE NOW
124

124. WE’VE ENTERED A NEW ERA
125

125. INDUSTRY 4.0
126

126. HOW WILL BUSINESSES EXECUTE ALL OF THIS ?
127

127. 128
Michael Doe
IMAGE
PLACEHOLDER
Jeniffer Thompson
IMAGE
PLACEHOLDER
Erica Doe
AUTOMATION ENTERPRISE
CLOUD SOLUTIONS
SENSORS - DATA HUMAN CAPITAL
EXECUTION ENGINES DRIVE NEW ERA BUSINESS MODELS
128

128. AUTOMATE LOW VALUE PROCESSES
129

129. ROBOTICS ARE HERE
PEPPER IS BEING
USED IN HOTELS,
RETAIL AND OTHER
VENUES TODAY
130

130. 131

131. COLLECT AND LEARN FROM DATA
132

132. 133

133. 134

134. ENTERPRISE PLATFORMS : MOVE AWAY FROM SYSTEM SILOS
135

135. @bryankorourke 2019 136
HUMAN CAPITAL
@LANAYAH_MARIE
136

136. 137

137. TODAY WE PAINT A PICTURE
ABOUT THE FUTURE
138

138. WE NEED GREAT TEAMS HUMAN CAPITAL
139

139. NEXT TO MINDSET
SUCCESS TIED TO
WHO YOU WORK
WITH AND HOW
140

140. INVEST IN A TRAIN GREAT PEOPLE
141

141. HUMAN CAPITAL CHANGING
142

142. WORK: WHEN NO ONE RETIRES - HARVARD BUSINESS REVIEW
MINDSETS: THE IDEA OF RETIREMENT IS ARCHAIC
143

143. @BaddieWinkle
Bio : BADDiE
89 Year Old Grandmother
@DrJoseFinaMonasterio
Bio : Vibrant At Any Age
72 Year Old Body Builder
A NEW ERA OF AGING
144

144. CULTURAL OPPORTUNITY: CROSS GENERATIONAL SYNTHESIS
145

145. DISRUPTION IN THE ERA
OF MASS ACCELERATION
40% OF JOBS
AUTOMATED IN
10-20 YEARS
146

146. SOFT SKILLS ARE VALUABLE
TEAM WORK
EMPATHY
COMMUNICATION
INDEPENDENT THINKING
BELIEVING
147

147. 148

148. CENTRALIZED VS DECENTRALIZED
MINDSET
149

149. MINDSET = PURPOSE MATTERS
HUMAN CAPITAL
150

150. HUMAN CAPITAL
http://bit.ly/humancapital2018
151

151. 152

152. 153

153. 154

154. AGILE S CURVE REINVENTION
155

155. FORMULA FOR GREAT HUMAN
CAPITAL : APPLY TECH, HIRE
FOR MINDSET, & TRAIN
156

156. CHALLENGE : IF YOU DON’T THINK ABOUT THE FUTURE OF
WORK YOUR BUSINESS OR CAREER WILL HAVE NO FUTURE
157

157. Human Capital In The Fitness and Active Leisure Sector
Lisbon Portugal 2019 | @bryankorourke
158

158. TODAY WE PAINT A PICTURE
ABOUT THE FUTURE
159

159. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
PAINT A PICTURE
5 MEGATRENDS CONVERGING
ConsumersGlobalism Demographics Technologies Economics
An interconnected multi-
cultural world creating new
markets, cross boarder
competition, and innovation.
Changing demography with an
aging population, the decline in
brith rates, and heightened
cross generational dynamics.
Increasingly empowered and
knowledgable buyers have
higher expectations of
everyone and everything.
Always on and connected with
more intelligence along with
distrust and ethics being a
bigger concern.
Sustainability and the fourth
industrial revolution recreating
industries, jobs, production,
capital and payment.
160

160. @bryankorourke 2019 161
TRANSFORMATIVE CHANGE :
EVERY CRISIS CREATES
A MAJOR OPPORTUNITY
161

161. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
MINDSET
THE NEW STRATEGIC ADVANTAGE
CONTROLLING TO EMPOWERING
In The New Era Of Openness Telling People
What To Do Is Not As Effective As Inspiring
And Connecting Purpose.
PLANNING TO EXPERIMENTATION
The Only Way To Learn The New Is To Try Things
Work On An 80-20 Ratio Of Existing And New
Business
PRIVACY TO TRANSPARENCY
Opening Information To All Enables The
Other 5 Keys To Flourish In The New Era.
PREDICTABLE TO UNPREDICTABLE
The Past Is Not Predictor For The Future.
Assumption To Knowledge Ratios Have
Changed.
PROFIT TO PURPOSE
Short Term Aims Undermine Long Term Value.
Attracting Customers And Partners Takes A
Vision
HIERARCHIES TO NETWORKS
Interoperable Organization Leverage
Capacities Better Results Through
Collaboration.
162

162. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
HOW WILL YOU COMPETE ? WHAT IS YOUR
STRATEGY IN A MUNE DRIVEN WORLD ?
E
N
2. USER EXPERIENCE
The experiences brands seek to create for their
employees, customers, and stakeholders are the key
differentiator in a competitive world. Omni-presence,
hyper-personalization, frictionless commerce,
strategic, facilitated, and convenient are all things that
combine to evoke feelings in humans.
1. MINDSET
How brands and organizations see the world, how
their values are the basis of their culture, and how
they interact with and deliver value to their
employees, stakeholders and customers. Mindset is
the most important aspect of success today because
it impacts what people see as possible.
4. EXECUTION ENGINES
The foundation to executing experience in a
sustainable business now requires fundamental
tools : enterprise systems, human capital, automation,
data collection, and machine intelligence. Without
attention to these engines UX and New Economics
cannot work.
3. NEW ECONOMICS
New ways to create and monetize the business as a
platform, digital-physical delivery, dynamic pricing, the
way businesses can sustainably monetize has
expanded into many many options. Transaction is the
lowest common denominator with platforms enabling
the highest value creation dynamic.
M
U
163

163. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
NEW BUSINESS ECONOMICS
1. GREAT PRODUCT SERVICE
You Must Have Products And Services
Designed To Fit Specific Markets And That
Have A Clear Distinct Proposition.
2. ATTRACTION OF CUSTOMERS
Attracting Your Target Market Means Advertising
In New Ways.Mostly Through Great Product &
Service.
3. USERS - MEMBERS
When Obtaining Members You Need To
Obtain Their Data.
6. INCREASE INSIGHTS
Insights Result That Drive Better Product And
Service Innovation.
5. DATA ON EVERYTHING
By Tracking Everything About Your Customer
You Begin To Learn About What They Really
Want.
4. CREATES INTERACTIONS
As Members Use Your Products And Services
You Must Track Their Interactions.
164

164. P
PERSONAL
SERVICES
COMMUNICATION
TO SPECIFIC
USERS. CREATE
LOYALTY.
E
EASY
FRICTIONLESS
BUYING, SIMPLE
FAST FUNCTIONAL
F
FACILITATED
BUYING
SERVICES
ACROSS
PLATFORMS
S
STRATEGIC
INVEST IN WHERE
THINGS ARE
HEADING. VIDEO,
MOBILE
O
OMNICHANNEL
OWNING THE
CUSTOMER 24/7
5 KEYS TO BUILDING A GURU BRAND TODAY - UX
165

165. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G
Michael Doe
IMAGE
PLACEHOLDER
Jeniffer Thompson
IMAGE
PLACEHOLDER
Erica Doe
AUTOMATION ENTERPRISE
CLOUD SOLUTIONS
SENSORS - DATA HUMAN CAPITAL
THE NEED FOR THESE EXECUTION ENGINES
166

166. 167

167. AGILE S CURVE REINVENTION
168

168. 169

169. FORMULA FOR GREAT HUMAN
CAPITAL APPLY TECH, HIRE
FOR MINDSET, & TRAIN
170

170. CHALLENGE : IF YOU DON’T THINK ABOUT THE FUTURE OF
WORK YOUR BUSINESS OR CAREER WILL HAVE NO FUTURE
171

171. RECOMMENDED READING & TOOLS
172

172. The starfish represents decentralized “organizations” while the spider
describes hierarchical command-and-control structures.
1. When attacked decentralized organizations become more decentralized;
2. It’s easy to mistake starfish for spiders;
3. Open systems spread intelligence throughout the system;
4. Open systems can easily mutate:
5. Decentralized organization sneak up on you:
6. As industries become decentralized, overall profits decrease;
7. People automatically want to contribute to open system organizations;
8. Centralized organizations tend to become even more centralized
173

173. http://www.fittechcouncil.org/podcast/
FITNESS PLUS TECHNOLOGY PODCAST
174

174. @bryankorourke
What Will You Do ?
175