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THE TREND REPORT FOR 2012 AND BEYOND
Bryan K. O’Rourke, MBAwww.bryankorourke.com
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12 Interesting Trends That Health & Fitness Leaders Should Be Closely
Watching
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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 [email protected].
Here’s to your success in 2012 and beyond !
Bryan O’Rourke
Bryan K. O’Rourke, MBAwww.bryankorourke.com 2012 2
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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
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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
Bryan K. O’Rourke, MBAwww.bryankorourke.com
2012 Health & Fitness Trends
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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
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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
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2012 Health & Fitness Trends
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RED CARPET
Lufthansa: Chinese Flight Attendants & More 7
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2012 Health & Fitness Trends
Thoughtful Brands Are Mindful Of The
Emerging MarketConsumer
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MADE FOR BRIC
Brands Recognizes Emerging Opportunities 8
Expansion in BRIC Nations
Key For Growing
Health Club Brands
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2012 Health & Fitness Trends
MOSCOW AND BEYOND
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NOT THE END
Of The WEST....
Just the rise of the rest.....
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2012 Health & Fitness Trends
An Increasingly Global Playing Field.
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HEALTH & FITNESS INDUSTRY TREND REPORT 2012
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.
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EMBEDDED GENEROSITY
Fitforgood: health & fitness for needy in AU 11
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EMBEDDED GENEROSITY
Japanese Red Cross & Coca-Cola: vending & donations 12
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FREE LOVE
IHRSA : Gym Membership For Veterans & Families 13
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BRAND BUTLERS
EQUINOX - Inspire & Connect 14
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REAL
Equinox: Real Tweets by Real People 15
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Interflora: random gestures via Twitter
RANDOM ACTS OF KINDNESS
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FLAWSOME
Domino’s: Times Square live feedback 17
Bryan K. O’Rourke, MBAwww.bryankorourke.com
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admit it, your not perfect
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FLAWSOME
Qantas: free apology flights 18
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BETA BUZZ
BMW Electronauts 19
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MATURIALISM
Ben & Jerry’s 20
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MATURIALISM
Boy George Twitter rant 21
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MATURIALISM
Apple: Siri 22
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HEALTH & FITNESS INDUSTRY TREND REPORT 2012
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.
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Bryan K. O’Rourke, MBAwww.bryankorourke.com2012 Health & Fitness Trends
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URBANIZED
Levi’s: commuter jeans 24
Brands will seek to address
Urban lifestyleneeds including
clothing, workout aparrell
and devices.
Bryan K. O’Rourke, MBAwww.bryankorourke.com
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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.”
Bryan K. O’Rourke, MBAwww.bryankorourke.com
2012 Health & Fitness Trends
Farmer’s markets, self produced foods,organic foods
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URBANIZED
Urban Outdoor Using ViPR Equipment 26
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URBANIZED
Equinox’s Blink Fitness: HVLC Gym 27
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URBANIZED
Adidas: District vs District 28
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SOLITUDE
MIND BODY: A Reprieve From Urban World 29
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HEALTH & FITNESS INDUSTRY TREND REPORT 2012
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.
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SIGN OF THE TIMES
MOBILE TIPPING POINT - INSTANT CONNECTION 31
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MASS MINGLING
Skype & Groupme 32
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MASS MINGLING
Live Well Fitness Flash Mob In Colorado 33
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MASS MINGLING
Group Fitness: social media connections 34
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MASS MINGLING
24 Hour: prizes for checking-in with friends 35
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MASS MINGLING
Diet & Fitness Apps ; Sharing and Motivation 36
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HEALTH & FITNESS INDUSTRY TREND REPORT 2012
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.
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THE F-FACTOR
Friends Family and Followers Influence More 38
“83% of consumers would visit a website recommended by a friend on Facebook.”
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F-DISCOVERY
Health Graph created by Runkeeper 39
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F-DISCOVERY
BlinQ: view friends’ TV watching 40
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F-RATED
FITNESS CONNECT: professionals verified & rated 41
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F-RATED
Cliq: view friends’ recommendations 42
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DATA DIVINITY
Google Places: recommended for you 43
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DATA DIVINITY
Ness: personalized search results - fitness soon 44
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PERFECT STRANGERS
THEORY & Nectar & Pulse 45
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PERFECT STRANGERS
StockTwits: connect like-minded investors 46
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HEALTH & FITNESS INDUSTRY TREND REPORT 2012
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.
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OFF=ON
QR Code In Club Promotions 48
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OFF=ON
Ford Sync - Sync Car With Mobile Device 49
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OFF=ON
Signage Brings Digital To Physical World 50
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OFF=ON
Home Plus: shopping on the subway 51
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SYNCED SERVICES
TomTom / TripAdvisor 52
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SYNCED SERVICES
PT On The Net Mobile App - In Club Out Club 53
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SYNCED SERVICES
Foursquare / Daily Deals 54
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CASH-LESS
Google Wallet 55
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CASH-LESS
Square: accept credit cards via phone 56
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Ushuaia Beach Hotel
REAL-WORLD LIKING
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REAL-WORLD LIKING
Diesel: in-store to Facebook 58
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HEALTH & FITNESS INDUSTRY TREND REPORT 2012
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.
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POINT & KNOW
Layar 60
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POINT & KNOW
Leafsnap: instant tree identification 61
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POINT & KNOW
PittPatt: facial recognition software 62
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SEE-HEAR-BUY
Amazon Flow - Integrating Instant Purchase 63
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DIY HEALTH
Skin Scan - Take A Pic & Analyze 64
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DIY HEALTH
Lifelens: malaria diagnosis via smartphone 65
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DIY HEALTH
HP & Healthstats: BPro blood pressure monitoring 66
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BENCHMARKED LIFE
Under Armour - Intelligent Clothing 67
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HEALTH & FITNESS INDUSTRY TREND REPORT 2012
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.
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SCREEN CULTURE
Wimm Labs - Tiny Wearable Computer Platform 69
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SCREEN CULTURE
Hai Di Lao & Huawei: videoconferencing while you eat 70
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SCREEN CULTURE
GOLD’s GYM | Kiosk Interface For Members 71
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SCREEN CULTURE
8ta: ‘whispering windows’ 72
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“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.”
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INTERACTVERTISING
vitaminwater: alternative energy 73
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INTERACTVERTISING
Adidas: subway punch bags 74
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PLAY YOUR PART
State Farm 75
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PLAY YOUR PART
Topshop: virtual fitting room 76
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LIFE’S A PITCH
Par-Tee 77
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LIFE’S A PITCH
Ford: test drive video games 78
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LIFE’S A PITCH
Cadbury: Qwak Smack 79
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HEALTH & FITNESS INDUSTRY TREND REPORT 2012
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.
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DEALER-CHIC
SK Telecom: tablet-enabled shopping carts 81
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“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.”
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DEALER-CHIC
Savored: no coupon dining deals 82
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DEALER-CHIC
Dibsie: curated deals to meet specific needs 83
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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’.”
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INCOMPARABLE
Apple - Incomparable 85
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ELASTICITY STRETCHED
TripAdvisor SniqueAway 86
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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.
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HEALTH & FITNESS INDUSTRY TREND REPORT 2012
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].
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ECO-SUPERIOR
New Eco Superior Equipment In 2012 88
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ECO-SUPERIOR
Ralph Lauren: solar panel backpack 89
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ECO+
Tostem: ‘CO2 minus’ lifestyle 90
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ECO+
Coca-Cola & WWF: living billboard in Manila 91
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ECO-ME
Eco fitness - where fitness meets the forest 92
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ECO-ME
CHI Residences: air purifiers as standard 93
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ECO-URBAN
Bosco Verticale: wooded skyscraper 94
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ECO-URBAN
+POOL: swimming in New York’s East river 95
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HEALTH & FITNESS INDUSTRY TREND REPORT 2012
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.
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IKEA: ‘play space’ for men
MANSUMER
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Panasonic: beauty touch up controls
FEMALE FEVER
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Kyocera: remote assistance for seniors
BOOMING
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Member.ly: subscription platforms
FACILITATE
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Fiat Mio: crowdsourcing a car
CROWD EXPRESS
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Kraft Foods: Make Your Face A Maynards
CUSTOMYZED
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HEALTH & FITNESS INDUSTRY TREND REPORT 2012
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.
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MASS & DON’T CARE
Beijing Daxing Airport: biggest airport 104
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MASS & DON’T CARE
Westfield Stratford: Biggest shopping center in Europe 105
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MASS & DON’T CARE
KFC: Double Down ‘bread-free’ burger 106
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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
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Thanks For Reviewing The 12 Trends For 2012 And Beyond
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THE TREND REPORT FOR 2012 AND BEYOND
Bryan K. O’Rourke, MBAwww.bryankorourke.com
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12 Interesting Trends That Health & Fitness Leaders Should Be Closely
Watching