2012 trend report - what health and fitness leaders should keep their eyes on

THE TREND REPORT FOR 2012 AND BEYOND

Bryan K. O’Rourke, MBAwww.bryankorourke.com

12 Interesting Trends That Health & Fitness Leaders Should Be Closely

Watching

INTRODUCTIONJanuary 1, 2012

Greetings and thank you for taking time to review this compilation of 12 key trends that are changing business and ultimately the health and fitness industry for many years to come. Included are examples of a variety of industries including health & fitness.

From the emerging BRIC economies, to shifting consumer expectations and evolving business models driven by a number of factors, the industry is changing. Successful participants will base their strategies on this emerging future. Hopefully you’ll find this content stimulating as you formulate how to best compete in the long-term. Keep in mind trends 11 and 12, as these forces have yet to be felt by many. The trick is spotting those that will eventually be adopted by the majority.

If you’d like to discuss how these trends affect you or your business or if you just want to share your views, please feel free to connect with me via my web site, social media or directly at bryan@integerus.com.

Here’s to your success in 2012 and beyond !

Bryan O’Rourke

Bryan K. O’Rourke, MBAwww.bryankorourke.com 2012 2

2012 Health & Fitness Trends

2012 TRENDS1. EMERGINGRED CARPET / MADE FOR BRIC / NOT THE END OF THE WEST2. HUMAN FEELFLAWSOME / BETA BUZZ / MATURIALISM3. CITY LIGHTS URBANIZED / SOLITUDE4. RIGHT HERE RIGHT NOW MOBILE TIPPING POINT / MASS MINGLING5. DECIDE & DISCOVER THE F-FACTOR / DATA DIVINITY / PERFECT STRANGERS6. SEAMLESS OFF =ON / SYNCED SERVICES / CASH-LESS

2012 TRENDS7. KNOWN POINT & KNOW / SEE-HEAR -BUY / DIY HEALTH8. INTERACTSCREEN CULTURE / INTERACTVERTISING / PLAY YOUR PART 9. PRICE DEALER-CHIC / DYNAMIC DISCOUNTS / INCOMPARABLE10. ECO ECO-SUPERIOR / ECO–ICONIC / ECO+11. ENDURING PREVIOUS TRENDS ARE STILL GOING STRONG12. MASS MANY CUSTOMERS ARE NOT EXPERIENCING 2012 TRENDS YET

4Bryan K. O’Rourke, MBAwww.bryankorourke.com 2012

HEALTH & FITNESS INDUSTRY TREND REPORT 2012

1.EMERGING

Catering to hundreds of millions of newly “emerged” consumers will be increasingly important. Businesses are rolling out the Red Carpet for Chinese and Asian tourists, brands are increasingly being designed for BRIC nations and products and services from or in emerging markets are competing with Western counterparts. The health and fitness industry will also become increasingly global.

Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends

RED CARPET

Chinese Tourist Are Big Business 6

“Chinese residents made over 30 million overseas trips in the

first half of 2011 alone, up 20% since

2010. By comparison, US citizens were only

expected to make 28.5 million overseas trips

by air during the whole of 2010.”

Catering To Asia

RED CARPET

Lufthansa: Chinese Flight Attendants & More 7

Thoughtful Brands Are Mindful Of The

Emerging MarketConsumer

MADE FOR BRIC

Brands Recognizes Emerging Opportunities 8

Expansion in BRIC Nations

Key For Growing

Health Club Brands

MOSCOW AND BEYOND

NOT THE END

Of The WEST....

Just the rise of the rest.....

An Increasingly Global Playing Field.

2. HUMAN

Consumers are becoming more aware that personality and profit can be compatible. They will be less tolerant of self-serving, bland or inflexible brands. Honesty about flaws, working with customers, and being frank are a few ways brands can humanize.

EMBEDDED GENEROSITY

Fitforgood: health & fitness for needy in AU 11

EMBEDDED GENEROSITY

Japanese Red Cross & Coca-Cola: vending & donations 12

FREE LOVE

IHRSA : Gym Membership For Veterans & Families 13

BRAND BUTLERS

EQUINOX - Inspire & Connect 14

Equinox: Real Tweets by Real People 15

Interflora: random gestures via Twitter

RANDOM ACTS OF KINDNESS

FLAWSOME

Domino’s: Times Square live feedback 17

admit it, your not perfect

FLAWSOME

Qantas: free apology flights 18

BETA BUZZ

BMW Electronauts 19

MATURIALISM

Ben & Jerry’s 20

MATURIALISM

Boy George Twitter rant 21

MATURIALISM

Apple: Siri 22

3.CITY LIGHTS

More sophisticated urban consumers are emerging - from Los Angeles to Hong Kong to Moscow. They are becoming more demanding, open-minded, connected, spontaneous and try-out prone. These CITYSUMERS are a large share of global markets and can be reached with dedicated products and services or tapped into with a desire for SOLITUDE as a temporary escape.

URBANIZED

Levi’s: commuter jeans 24

Brands will seek to address

Urban lifestyleneeds including

clothing, workout aparrell

and devices.

URBANIZED

Hyundai: Kitchen Nano Garden 25

“67% of urban consumers identify

themselves with their city, almost

equally as many as the 69% that

identify themselves with their nation.”

Farmer’s markets, self produced foods,organic foods

URBANIZED

Urban Outdoor Using ViPR Equipment 26

URBANIZED

Equinox’s Blink Fitness: HVLC Gym 27

URBANIZED

Adidas: District vs District 28

SOLITUDE

MIND BODY: A Reprieve From Urban World 29

4. RIGHT HERE RIGHT NOW

A Mobile Tipping point has arrived , with smartphones , social networks, real-time, location based products and services are mainstream and making instant gratification achievable and expected. MASS MINGLING, the phenomenon of technology driven real-world meetups and interactions are upon us. They will bolster group fitness and create new experiences as well.

SIGN OF THE TIMES

MOBILE TIPPING POINT - INSTANT CONNECTION 31

MASS MINGLING

Skype & Groupme 32

MASS MINGLING

Live Well Fitness Flash Mob In Colorado 33

MASS MINGLING

Group Fitness: social media connections 34

MASS MINGLING

24 Hour: prizes for checking-in with friends 35

MASS MINGLING

Diet & Fitness Apps ; Sharing and Motivation 36

5. DECIDE & DISCOVER

Consumer’s decisions and your fate are being decided by tips from friends, fans and followers (known as the “F” factor), more personalized suggestions (Data Divinity) finds from other taste twins (PERFECT STRANGERS) and recommendations from novel curators. Everything BUT TRADITIONAL MARKETING will enable customers to DECIDE & DISCOVER new and better products and services.

THE F-FACTOR

Friends Family and Followers Influence More 38

“83% of consumers would visit a website recommended by a friend on Facebook.”

F-DISCOVERY

Health Graph created by Runkeeper 39

F-DISCOVERY

BlinQ: view friends’ TV watching 40

F-RATED

FITNESS CONNECT: professionals verified & rated 41

F-RATED

Cliq: view friends’ recommendations 42

DATA DIVINITY

Google Places: recommended for you 43

DATA DIVINITY

Ness: personalized search results - fitness soon 44

PERFECT STRANGERS

THEORY & Nectar & Pulse 45

PERFECT STRANGERS

StockTwits: connect like-minded investors 46

6. SEAMLESS

More innovation and choice is leading to more complexity. Consumers will embrace services and products that remove or overcome complexity by eliminating barriers between the online and offline or brands that combine strengths to give better service or convenience.

OFF=ON

QR Code In Club Promotions 48

OFF=ON

Ford Sync - Sync Car With Mobile Device 49

OFF=ON

Signage Brings Digital To Physical World 50

OFF=ON

Home Plus: shopping on the subway 51

SYNCED SERVICES

TomTom / TripAdvisor 52

SYNCED SERVICES

PT On The Net Mobile App - In Club Out Club 53

SYNCED SERVICES

Foursquare / Daily Deals 54

CASH-LESS

Google Wallet 55

CASH-LESS

Square: accept credit cards via phone 56

Ushuaia Beach Hotel

REAL-WORLD LIKING

Diesel: in-store to Facebook 58

7. KNOWN

People’s lust for information is never ending. Information will need to be accessed not just from text but visually from real world objects (POINT & KNOW). People’s health and activity will be more tracked and managed (DIY HEALTH). Collective intelligence will become more accessible for the benefit of all.

POINT & KNOW

Layar 60

POINT & KNOW

Leafsnap: instant tree identification 61

POINT & KNOW

PittPatt: facial recognition software 62

SEE-HEAR-BUY

Amazon Flow - Integrating Instant Purchase 63

DIY HEALTH

Skin Scan - Take A Pic & Analyze 64

DIY HEALTH

Lifelens: malaria diagnosis via smartphone 65

DIY HEALTH

HP & Healthstats: BPro blood pressure monitoring 66

BENCHMARKED LIFE

Under Armour - Intelligent Clothing 67

8. INTERACT

The Culture of the SCREEN will be more pervasive as new technologies enable more immersive experiences [PLAY YOUR PART & LIFE’S A PITCH]. Consumers will be touching, swiping, pinching and tapping both virtually and in the physical world.

SCREEN CULTURE

Wimm Labs - Tiny Wearable Computer Platform 69

SCREEN CULTURE

Hai Di Lao & Huawei: videoconferencing while you eat 70

SCREEN CULTURE

GOLD’s GYM | Kiosk Interface For Members 71

SCREEN CULTURE

8ta: ‘whispering windows’ 72

“In the US 52% of children under eight have access to the latest mobile

devices: 41% have access to a smartphone, 21% to a video iPod and

8% to an iPad or other tablet device.”

INTERACTVERTISING

vitaminwater: alternative energy 73

INTERACTVERTISING

Adidas: subway punch bags 74

PLAY YOUR PART

State Farm 75

PLAY YOUR PART

Topshop: virtual fitting room 76

LIFE’S A PITCH

Par-Tee 77

LIFE’S A PITCH

Ford: test drive video games 78

LIFE’S A PITCH

Cadbury: Qwak Smack 79

9. PRICE

Pricing will be more complex, dynamic and personalized. Perfect your pricing considering trends like DEALER-CHIC, deals are becoming a way of life and status, DYNAMIC DISCOUNTS, consumers enjoy ever-changing pricing. ELASTICITY STRETCHED means that low prices will no longer be able to excuse poor quality.

DEALER-CHIC

SK Telecom: tablet-enabled shopping carts 81

“79% of smartphone owners use their phones for shopping related activities, and

of those nearly half (48%) use their phones to look for or use discounts and coupons.”

DEALER-CHIC

Savored: no coupon dining deals 82

DEALER-CHIC

Dibsie: curated deals to meet specific needs 83

DYNAMIC DISCOUNTS

ThinkNear - Where You Are Dictates Offers 84

“62% of US consumers rarely pay full price for clothing and 58% of UK consumers ‘don’t like

paying full price for anything’.”

INCOMPARABLE

Apple - Incomparable 85

ELASTICITY STRETCHED

TripAdvisor SniqueAway 86

Members-only site where each travel deal is endorsed by the people. All hotels featured on SniqueAway have

earned a minimum four-star rating classification and a minimum four out of five TripAdvisor review rating.

Exclusive hi-end at low prices.

10. ECO

Many areas of growth exist in this quest for a more sustainable society. Green products that are superior to their polluting incumbents [ECO-SUPERIOR], products that improve their surroundings [ECO+], and city-focused eco-solutions [ECO-URBAN].

ECO-SUPERIOR

New Eco Superior Equipment In 2012 88

ECO-SUPERIOR

Ralph Lauren: solar panel backpack 89

Tostem: ‘CO2 minus’ lifestyle 90

Coca-Cola & WWF: living billboard in Manila 91

ECO-ME

Eco fitness - where fitness meets the forest 92

ECO-ME

CHI Residences: air purifiers as standard 93

ECO-URBAN

Bosco Verticale: wooded skyscraper 94

ECO-URBAN

+POOL: swimming in New York’s East river 95

11. ENDURING

Trends don’t reflect calendar years. Many trends from previous years continue to influence change. Shifting demographics [BOOMERS], customization, crowdsourcing and pop-up shops remaing rich sources of ready to apply innovation.

IKEA: ‘play space’ for men

MANSUMER

Panasonic: beauty touch up controls

FEMALE FEVER

Kyocera: remote assistance for seniors

BOOMING

Member.ly: subscription platforms

FACILITATE

Fiat Mio: crowdsourcing a car

CROWD EXPRESS

Kraft Foods: Make Your Face A Maynards

CUSTOMYZED

12. MASS

For most consumers and most businesses MASS still rules. Many consumers and businesses aren’t YET experiencing these TRENDS. The opportunity is to spot elements of the fringe that will be adopted by the majority who JUST DON’T CARE about sustainability, health, or unique experiences today, but will soon.

MASS & DON’T CARE

Beijing Daxing Airport: biggest airport 104

MASS & DON’T CARE

Westfield Stratford: Biggest shopping center in Europe 105

MASS & DON’T CARE

KFC: Double Down ‘bread-free’ burger 106

About the 2012 Trend ReportThis was prepared by Bryan O’Rourke using primary research in addition to trendwatching.com’s 2012 Trend research premium content. The Trend Report covers important consumer trends, insights and examples that should be on the mind of every business professional’s radar in 2012. To learn more about trends in fitness, health clubs, wellness and technology, visit bryankorourke.com .

About Bryan O’RourkeBryan is considered an expert in the health and fitness industry. He is a technologist, thought leader, financier, and shareholder in several fitness and health companies. He advises numerous global brands, serves as a member of the GGFA Think Tank, is Chair of the Medical Fitness Association’s Education Committee and is a partner in Fitmarc, Integerus and The Flywheel Group.

More at www.bryankorourke.com

Thanks For Reviewing The 12 Trends For 2012 And Beyond

THE TREND REPORT FOR 2012 AND BEYOND

12 Interesting Trends That Health & Fitness Leaders Should Be Closely

Watching

2012 trend report - what health and fitness leaders should keep their eyes on

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