change or die 2012 - 9 things fitness leaders and brands must do

Change Or Die

Bryan K. O’Rourke - CEO Integerus©2012 | www.bryankorourke.com

9 Things Fitness Industry Leaders & Brands Must Do To

Avoid Extinction & Flourish1

January 2012

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Introduction - Change or Die

I’ve had the privilege to hear from and engage with thousands of leaders in the fitness, health club and wellness industry during the past several years. From CEO’s of global brands, to trainers, health club owners, suppliers and educators in the U.S. and across the globe. The industry is going through a lot of change and trying to challenge common views is hard because many don’t think there are big problems, nor do they believe wholesale change is upon them. I don’t agree (to understand why watch this). It is my belief that the global health and fitness industry is going through a period of great disruption, hence the image of a lion attempting to eat a zebra on the previous page. For those who agree the future will entail tremendous change, the most common questions raised during our conversations are: “How do we respond? How do we deal with it? What should we do?” These are good questions and they deserve answers.

Good answers are hard to share because there are a variety of implications for each business, person or institution. As a result I’ve prepared this brief outline of what I believe each and every participant should contemplate about what must be done differently when it comes to surviving now and succeeding in the future. Remember, as much as tremendous change and disruption can create pain for those firmly planted in the present and past, so will it create new opportunities for those with an eye to the future.

Hopefully this content will provide a construct to help those who’ve asked these questions and to create a dialogue about what can be done to make the future brighter for us all. For me that future is one where health, fitness and wellness become more attainable for all people across the globe, thus improving the quality of hundreds of millions of lives. Most importantly, that professionals like you are the ones contributing the most to that future.

Please tell me what you think about the 9 things we should do. I look forward to hearing your point of view.Bryan O’Rourkewww.bryankorourke.com @bryankorourke

9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

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January 2012

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It Is THE END OF BUSINESS, as usual.....www.endofbusiness.com


Avoid Extinction & FlourishChange Or Die

3Bryan K. O’Rourke - CEO Integerus©2012 | www.bryankorourke.com

begin by accepting.....

Things HAVE Changed



Its about the CUSTOMER

stupid

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“Its not the strongestspecies that survive,nor the most intelligent,but the ones mostresponsive to change.”

-Charles Darwin

The 9 Things Fitness Industry Leaders & Brands Must Do To



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A bright future requires adaptation.....

Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction &

Flourish

Change Or Die

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9Bryan K. O’Rourke - CEO Integerus©2012 | www.bryankorourke.com

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I. LEADERSHIP | Eliminate Dogma & Outdated Thinking

Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

Leaders Must Accept Things HAVE Really Changed. If They Don’t, They

Need To Go. Relying On A Glorious Past & Defending The Status Quo Doesn’t Won’t Get Us Anywhere.

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same old leaders, same old issues

II. Identify And ENABLE EVANGELISTS

Bryan K. O’Rourke, CEO Integerus 9 Keys To Building A Social Fitness Business

Organizations Need HERO’S To Reject The Status Quo & Usher In The New. We Need More People

From OUTSIDE The Industry With Different Views .

Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish8

III. STOP Using OLD SCHOOL Tactics (particularly marketing)

Move From An OUTBOUNDTo An INBOUND Philosophy.

People Can’t Be Tricked Anymore. Listen Or Perish.

TRICKY MARKETING NEEDS TO GO

9 Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

IV. TRULY SERVE Your COMMUNITY

Bryan K. O’Rourke, CEO Integerus 9 Keys To Building A Social Fitness Business

Create & Share Powerful Ideas That Solve Big Problems In

Exceptional Ways.

GiVE10


do good,

WOW

V. Generate & Share Valuable INFORMATION

BUILD TRUSTTeach, Inform, Share, Learn, BE

REAL. DO NOT Hide, Manipulate Or Deceive


VI. Adopt SOCIAL ENTERPRISE PLATFORM | MOSOLO

The Enterprise Platform Is Your Future. Move Tech Out Of The Realm

Of The Few & Open It To The Many.Be MOBILE, SOCIAL & LOCAL

12Bryan K. O’Rourke, CEO Integerus 9 Things Fitness Industry Leaders & Brands Must Do To Avoid Extinction & Flourish

OpENbe

VII. Involve ALL Stakeholders


Collaborate With SUPPLIERS, EMPLOYEES, Shareholders,

Customers, & Communities. Really LISTEN To All Who Will Share & Let Them Help You Create The Future.

VIII. TRAIN & TEACH People The New Disciplines

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Nurture The New Vision And Teach The New Disciplines

IX. Align With Partners That Share The New Mindset


Culture Eats Strategy For Breakfast. Make Sure Your Partners Agree That Its The End Of Business As Usual.

Change Or Die



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January 2012

Please share your thoughts. What you have to say is important ! - @bryankorourke

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