What is new is hot in the fitness business. Six drivers are making NEWISM an important trend in the fitness industry and major brands are taking advantage of it. From Fresh Fitness to Les Mills, the industry is being reshaped and NEWISM is a big part of it.

1. 6 Forces Making NEWISM Relevant:
NEWISM More than ever, consumers lust after the new. Here’s
why that spells heaven or hell for fitness brands.
BRYAN K. O’ROURKE
bryankorourke.com | trendwatching.com
October 2012
Significant Trends In Health & Fitness for 2013 & Beyond

2. NEWISM introduction and thank you
October 2012
Greetings,
Thanks for checking out this overview of an important trend called NEWISM.
Six driving forces are making NEWISM relevant to the fitness industry. I share examples of these in
this presentation, but there are many more. Stay tuned for additional articles and information that
touch on these and other important trends at bryankorourke.com. For updates follow me on your
favorite social networks. The fitness industry is changing and its an exciting time to be involved.
Please feel free to share this trend deck with your organization, colleagues and via social media. I
am very interested to learn your thoughts and really appreciate your taking the time to review the
information. If I can be of any help just let me know.
All the best,
@bryankorourke
BRYAN K. O’ROURKE
2
bryankorourke.com | trendwatching.com

3. NEWISM what is fresh is good
@bryankorourke 3
Why ? “NEW” has never been hotter in health and fitness

4. NEWISM creates excitement and happiness
@bryankorourke 4
Why ? “New” the very notion is a positive one

5. NEWISM is unfamiliar and impactful
@bryankorourke 5
Why ? “NEW” is about BETTER MORE INTERESTING EXPERIENCES

6. NEWISM creates opportunity and adversity
“Brands will be
built and
others will fall
on the backs
of these trends.”
6 DRIVERS OF NEWISM
The 6 drivers that are making
NEWISM relevant are:
@bryankorourke
6
Some Brands Will Take Advantage And Others Will Suffer

7. NEWISM challenges the past 1
CREATIVE DESTRUCTION
From micro-gyms to budget clubs, NEW delivery models,
including digital fitness, are taking market share from
traditional health clubs. At the same time the health care
delivery system is being revolutionized through economic
and technological innovations. This is creating a new era.
The pace of NEW creation is outstripping the pace of
destruction, and its only the beginning of a sea change
occurring throughout many industries.
2 million patents were applied for in 2010
@bryankorourke
1. CREATIVE is OUTPACING DESTRUCTION 7

8. NEWISM is faster and faster 2
FROM IDEA TO LAUNCH IN DAYS
Pebble is a
customizable watch.
Users download new
watchfaces, use
sports and fitness
apps, get notifications
from their phones. It
received $10 Million
in 37 days via
Kickstarter.
Kickstarter enables any one to test, fund and launch an idea.
@bryankorourke
2. FSTR - Excitement and Attention are Accelerating 8

9. NEWISM unique combinations in less time 3
Experiences that few others can or have
@bryankorourke
had is a sure-fire status symbol
3. EXPERIENCE CRAMMING - HIT, MUDD RACING 9

10. NEWISM is social status: klout 4
“Social status
comes from
being ‘in-the-
know’, and
being part of
the 'NEW'.”
Nike launched a number of highly collectible limited edition
@bryankorourke sneakers using a Twitter reservation system
4. STATUS STREAM - CONSUMERS and SOCIAL MEDIA 10

11. NEWISM reduces the risk of trying 5
See or Hear;
Check Reviews;
Try for FREE
@bryankorourke
5. TRYSUMERS - LESS COMMITMENT and LOWER COST 11

12. NEWISM delivers stuff in new ways 6
Technology enables new ways of
consuming either in the digital or physical
worlds . Novel online and mobile platforms
offer consumers the ability to trade in,
upgrade, or engage in entirely new ways.
YOU’VE SEEN THE 6 DRIVERS
Now for caveats and implications
@bryankorourke
6. TO HAVE IS TO (H)OLD - STUFF NOT REQUIRED 12

13. NEWISM isn’t everything
Not all consumer attention will be focused on the
new. Endless value in comfort, tradition and
heritage brands will remain. No trend applies to
all consumers, all of the time, and the ‘NEW’
doesn’t always kill the old.
@bryankorourke
What NEWISM is NOT - ALWAYS RELEVANT 13

14. NEWISM thank you and please share
Thanks again for checking out the NEWISM trend. What do you think ?
Creative destruction, hyper-competition, globalism, and consumerism on steroids is what
NEWISM is all about and the 6 drivers of this trend aren’t going away. For brands and
organizations it boils down to capturing and holding consumers’ attention. While
attention spans are shortening, the rewards of dialing into NEWISM can be instant and
massive. Those who prepare will be richly rewarded, those who don’t may face great
difficulties. Please share your thoughts and if I can be of any assistance let me know.
All the best,
@bryankorourke
BRYAN K. O’ROURKE
bryankorourke.com | trendwatching.com
IMPLICATIONS 14