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5 Drivers Of Competitive Advantage IHRSA 2019 Bryan K. O'Rourke

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The world is changing fast and competing in the fitness, gym, and health club business requires better strategy and thoughtful awareness of the marketplace. Bryan O'Rourke addresses 5 key elements of competitive advantage in the industry today at IHRSA 2019.

Publicado en: Empresariales

5 Drivers Of Competitive Advantage IHRSA 2019 Bryan K. O'Rourke

  1. 1. FIVE DRIVERS OF COMPETITIVE ADVANTAGE FOR HEALTH CLUB BUSINESS MODELS #IHRSA2019 Wednesday March 13, 2019 9:00 AM | @Bryankorourke
  2. 2. @bryankorourke bryankorourke@gmail.com
  3. 3. @IHRSA @BRYANKOROURKE NETWORKING ROUNDTABLE CLUB TECHNOLOGY : TRENDS OPPORTUNITIES & THREATS #IHRSA2019 Thursday March 14, 2019 11:30 AM | @Bryankorourke
  4. 4. http://bit.ly/1rebelukminton FITNESS + TECHNOLOGY PODCAST COMPETITIVE ADVANTAGE
  5. 5. GREAT TIME TO BE IN THE FITNESS BUSINESS
  6. 6. INCREDIBLY COMPETITIVE MARKET FULL OF OPPORTUNITIES & RISKS
  7. 7. PRACTITIONER SINCE 1983 .5 MILLION DEVICES
  8. 8. 6 INDUSTRIES OVER 36 YEARS
  9. 9. FOR 25 YEARS FITNESS WELLBEING BUSINESS
  10. 10. RATE OF CHANGE TODAY IS EXPONENTIAL UNPREDICTABLE
  11. 11. FITNESS INDUSTRY IS CHANGING RAPIDLY
  12. 12. GLOBAL PENTRATION 261M DIGITAL USERS & 162M CLUB MEMBERS
  13. 13. IT IS THE END OF BUSINESS AS USUAL
  14. 14. CONVERGENCE OF 5 MEGATRENDS CREATING GREAT GLOBAL CHALLENGES& OPPORTUNITIES 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
  15. 15. @bryankorourke 2019 18 HOW DO YOU COMPETE ? YOU CANNOT STICK YOUR HEAD IN THE SAND
  16. 16. 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
  17. 17. HTTP://BIT.LY/2019WORLDSTATS
  18. 18. EMOJI CULTURE
  19. 19. FITNESS IS DELIVERED HERE
  20. 20. FITNESS IS BEING DELIVERED HERE NEW CHANNELS
  21. 21. FORTNIGHT BATTLE ROYALE 200 MILLION USERS FITNESS IS BEING DELIVERED HERE
  22. 22. TWITCH 2.2 MILLION BROADCASTERS 15 MILLION USERS FITNESS IS BEING DELIVERED HERE
  23. 23. VEDERE VENTURES | INTEGERUS ADVISORS RobertJDyer.com | BryanKORourke.com State Of The US Health Club Industry 2017© 2017 All Rights Reserved 30 Health Club Industry Interlaced Within “Betterment” The Marketplace Is Emerging With New Growth Potential F What consumers wear is both functional and fashionable. FASHION D Technology has become ubiquitous like air in 24-7 hyper- connected lifestyles. DIGITAL N Organic, Farm-To- Table, Non-GMO, Customized Meals, Supplements, Super Foods. NUTRITIONAL S Meditation, Mind- body Programming, Holistic, Sustainable. SPIRITUAL A Extreme classes, and other activities like walking and everything in between. ACTIVITY S Participating in Community, Being Entertained, Feeling A Part Of Something. SOCIAL M As more costs shift to consumers we must become CEOs of our own health. MEDICAL BETTERMENT A NEW PARADIGM OF PRODUCT AND SERVICE OFFERINGS This includes fashion, sportswear, footwear, jewelry, & accessories. Health Club brands like Soul Cycle are making apparel a part of their lifestyle brand while brands like UnderArmour and Reebok are entering the fitness lifestyle space. Fashion Isn’t Just FitBit Proactive primary prevention will become an increasing part of the solution to health care both institutionally and individually. Medical Isn’t Just “Health Care” Feeding the soul is as important as feeding the body. Nurturing activities to help people gain inner peace and reflection. Disconnecting From Our 24-7 Lifestyles Walking 10,000 steps, taking a bootcamp, experiencing fitness coaching via apps. Exercise everywhere and anywhere. Exercise Isn’t Just For Gym Rats
  24. 24. WELLBEING A GROWING MARKET http://bit.ly/wellnessreport2018
  25. 25. MORE AND MORE CHOICES OPPORTUNITIES AND RISKS
  26. 26. TO REACH OUR POTENTIAL REQUIRES NEW THINKING
  27. 27. SOME TECHNOLOGIES HAVE BEEN HARMFUL TO OUR WELLBEING
  28. 28. WHAT DOES THIS MEAN FOR HOW YOU COMPETE ?
  29. 29. BY 2023 ONE BILLION GLOBAL FITNESS CONSUMERS WILL BE EXERCISING USING A VARIETY OF CHANNELS - NEW AND OLD. @BRYANKOROURKE
  30. 30. IT MEANS WE BETTER BE THINKING A LOT ABOUT HOW TO COMPETE
  31. 31. 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 ? 5 DIMENSIONS OF COMPETITIVE ADVANTAGE
  32. 32. ASSESSMENT
  33. 33. MEASURE WHAT MATTERS JOHN DOERR OBJECTIVES AND KEY RESULTS http://bit.ly/OKRIHRSA2019 BUSINESSES FAIL WHEN THEY DON’T UNDERSTAND WHY WHAT IS TRULY IMPORTANT IS IMPORTANT AND ALIGN THE BUSINESS ACCORDINGLY.
  34. 34. NOSTALGIA ABOUT THE PAST BLINDS PEOPLE #OBJECTIVE #MINDSET
  35. 35. 43 4% GENIUS 26% GIFTED 29% AVERAGE 24% CHALLENGED 17% FEEBLE L2 ESTIMATE OF UX CENTRIC BUSINESSES 30% 70% ON THE RIGHT PATH AT RISK
  36. 36. 1. ASSESSMENT
  37. 37. 46 CONTEMPLATOR RECENT ENTRANT MATURE OPERATOR DEAD BUSINESS MODEL STAGES IMPACTING COMPETITIVE ADVANTAGE IS EASIER FOR SOME THAN OTHERS CHALLENGE
  38. 38. 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 FINANCIAL MODEL ? 05 EXECUTION ARE YOU ADDRESSING THE 4 PILLARS OF EXECUTION ? STRATEGY IS MORE IMPORTANT THAN EVER 5 DIMENSIONS OF COMPETITIVE ADVANTAGE
  39. 39. FOCUS ON THESE FOUR DIMENSIONS OF COMPETITION 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
  40. 40. 2.MINDSET TO THRIVE WE MUST SHIFT OUR MINDSET TO THE FUTURE AND ASK OURSELVES WHY.
  41. 41. BENEFIT MINDSETS PREPARE FOR CHANGE AND ASK WHY ? CONTROLLING TO EMPOWERING PLANNING TO EXPERIMENTATION PRIVACY TO TRANSPARENCY PREDICTABLE TO UNPREDICTABLE PROFIT TO PURPOSE HIERARCHIES TO NETWORKS
  42. 42. IF YOU DON’T THINK ABOUT A CHANGING FUTURE YOU WILL HAVE NO FUTURE.
  43. 43. WHY ? A PURPOSE DRIVEN CULTURE PURPOSE DRIVEN ENTERPRISE MIKE ALPERT CLAREMONT CLUB
  44. 44. UN 17 GOALS FOR 2030
  45. 45. 3. UX
  46. 46. JUNGIAN ARCHETYPES
  47. 47. CUSTOMER JOURNEY MAPPING BRAND - EMOTION - WHY
  48. 48. Hyper-Personal Frictionless Strategic Experience Omni-Channel FOUR INTERCONNECTED KEYS TO EXCELLENT UX BRAND - EMOTION - WHY 1 2 3 4
  49. 49. Hyper - Personalized HYPER-PERSONAL
  50. 50. HYPER-PERSONAL HABIT DNA
  51. 51. Hyper - PersonalizedHYPER-PERSONAL
  52. 52. HYPER-PERSONAL FITNESS
  53. 53. ALEXA HYPER PERSONAL
  54. 54. FRICTIONLESS
  55. 55. DON’T MAKE YOUR PRODUCT 100% BETTER . MAKE YOUR EXPERIENCE 100% LIGHTER AND EASIER. @BRYANKOROURKE CONVENIENCE IS THE NEW CURRENCY
  56. 56. WHAT ARE YOU DELIVERING AND WHY ? WHERE ARE YOU DELIVERING AND WHY ? WHEN ARE YOU DELIVERING AND WHY ? 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 EXPERIENCE CREATED THROUGH A COORDINATED COMBINATION OF 3 DRIVERS
  57. 57. “FRICTIONLESS USER EXPERIENCES HAVE BECOME A KEY COMPETITIVE DIFFERENTIATOR” - BRYANKOROURKE
  58. 58. EQUINIOX APPS FRICTIONLESS
  59. 59. A NUTRITIONIST IN YOUR POCKET
  60. 60. FRICTIONLESS
  61. 61. STRATEGIC EXPERIENCE F45
  62. 62. STRATEGIC FITNESS EXPERIENCES
  63. 63. STRATEGIC - CO-CREATED
  64. 64. STRATEGIC GAMING
  65. 65. STRATEGIC EVENTS
  66. 66. STRATEGIC POPUP INSTAGRAM
  67. 67. STRATEGIC EXPERIENCE EQUINOX PRECISION RUNNING LAB
  68. 68. OMNI-CHANNEL
  69. 69. OMNI-CHANNEL STARBUCKS ROASTERY SHANGHAI
  70. 70. APPLE STORE OMNI-CHANNEL
  71. 71. VIDEO EXPERIENCE
  72. 72. OMNI-CHANNEL
  73. 73. OMNI-CHANNEL
  74. 74. NEW TECHNOLOGIES WILL CONTINUE TO ADVANCE EXPERIENCES
  75. 75. CONNECTION VIA OUR THOUGHTS
  76. 76. FACIAL RECOGNITION
  77. 77. VIRTUAL AND AUGMENTED REALITY
  78. 78. VOICE INTERFACE 56 MILLION SMART SPEAKERS SHIPPER IN 2018
  79. 79. AI FOR SALES PROCESS
  80. 80. NOOM - AI FOR DIABETES PREVENTION
  81. 81. ECONOMICS
  82. 82. WHERE DOES YOUR BIZ MODEL SIT
  83. 83. ASSESSMENT
  84. 84. BENCHMARKING
  85. 85. BENCHMARKING
  86. 86. UNDERSTANDING CUSTOMER-MEMBER DATA
  87. 87. Michael Doe IMAGE PLACEHOLDER Jeniffer Thompson IMAGE PLACEHOLDER Erica Doe AUTOMATION ENTERPRISE PLATFORMS SENSORS AND DATA HUMAN CAPITAL HOW DO YOU PULL THIS ALL OFF ? EXECUTION ENGINES EXECUTION ENGINES IMPROVE EXPERIENCE LOWERS COST = SUSTAINABLE
  88. 88. THE IOT THE INTERNET OF EVERYTHING
  89. 89. SENSORS EVERYWHERE
  90. 90. NEW MODELS AND TOOLS FOR SERVICE ROBOTICS
  91. 91. EMBRACE ENTERPRISE NON-SILO’D SYSTEMS
  92. 92. AUTOMATE KEY FUNCTIONS
  93. 93. INVEST IN A TRAIN GREAT PEOPLE FINDING TALENTED PEOPLE AND CREATING NEW BUSINESS MODELS AROUND THEM BE KEY NEW ERA OF TALENT
  94. 94. DISRUPTION IN THE ERA OF MASS ACCELERATION HALF OF CURRENT JOBS WILL BE LOST TO AUTOMATION IN NEXT 20 YEARS LAVORI VULNERABILI PER L'AUTOMAZIONE IN EU
  95. 95. FLUID AGILE ORGANIZATIONS WILL WIN THE FUTURE
  96. 96. TODAY WE PAINTED A PICTURE ABOUT COMPETING
  97. 97. @IHRSA @BRYANKOROURKE NETWORKING ROUNDTABLE CLUB TECHNOLOGY : TRENDS OPPORTUNITIES & THREATS #IHRSA2019 Thursday March 14, 2019 11:30 AM | @Bryankorourke
  98. 98. CONVERGENCE OF 5 MEGATRENDS CREATING GREAT GLOBAL CHALLENGES 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
  99. 99. 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 ? 5 DIMENSIONS OF COMPETITIVE ADVANTAGE
  100. 100. ASSESSMENT
  101. 101. MEASURE WHAT MATTERS JOHN DOERR OBJECTIVES AND KEY RESULTS http://bit.ly/OKRIHRSA2019 LEADERS FAIL WHEN THEY DON’T U N D E R S T A N D W H Y W H A T I S IMPORTANT IS IMPORTANT.
  102. 102. FOCUS ON THESE FOUR DIMENSIONS OF COMPETITION 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
  103. 103. BENEFIT MINDSETS ASK WHY ? CONTROLLING TO EMPOWERING PLANNING TO EXPERIMENTATION PRIVACY TO TRANSPARENCY PREDICTABLE TO UNPREDICTABLE PROFIT TO PURPOSE HIERARCHIES TO NETWORKS
  104. 104. WHAT ARE YOU DELIVERING AND WHY ? WHERE ARE YOU DELIVERING AND WHY ? WHEN ARE YOU DELIVERING AND WHY ? 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 EXPERIENCE CREATED THROUGH A COORDINATED COMBINATION OF 3 DRIVERS
  105. 105. MORE EXPERIENCES ARE DELIVERED VIA NEW CHANNELS DIGITALLY
  106. 106. Hyper-Personal Frictionless Strategic Experience Omni-Channel FOUR INTERCONNECTED KEYS TO EXCELLENT UX 1 2 3 4
  107. 107. ECONOMICS
  108. 108. Michael Doe IMAGE PLACEHOLDER Jeniffer Thompson IMAGE PLACEHOLDER Erica Doe AUTOMATION ENTERPRISE SOFTWARE SENSORS AND DATA HUMAN CAPITAL EXECUTION ENGINES IMPROVE EXPERIENCE LOWER COST
  109. 109. FLUID AGILE ORGANIZATIONS WILL WIN THE FUTURE
  110. 110. RESOURCES TO CHECK OUT
  111. 111. 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 2019 FITNESS INDUSTRY TECHNOLOGY TRENDS R A P P O R T O G R AT U I T O S U L L E T E N D E N Z E D E L L A T E C N O L O G I A + http://bit.ly/2019FITCTRENDS
  112. 112. http://www.fittechcouncil.org/podcast/ FITNESS PLUS TECHNOLOGY PODCAST
  113. 113. @IHRSA @BRYANKOROURKE NETWORKING ROUNDTABLE CLUB TECHNOLOGY : TRENDS OPPORTUNITIES & THREATS #IHRSA2019 Thursday March 14, 2019 11:30 AM | @Bryankorourke
  114. 114. DON’T FORGET THE WHY. WHAT YOU DO EVERYDAY CAN MAKE THE WORLD A BETTER PLACE.
  115. 115. THANK YOUBRYANKOROURKE@GMAIL.COM @BRYANKOROURKE

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