improve your club's competitive ability - from ihrsa 2016

Improve Your Club’s Competitive Ability@bryankorourke #IHRSA2016

#StandingOut #Strategy

@bryankorourke [email protected] slideshare.net/Bryankorourke

Saper Vedere

Competing Is About Smart Choices

Strategy

& Execution: Getting Things Done

90% Of Strategies Fail

Questions For The Audience

Each Story Is Unique

RESOURCES

@BRYANKOROURKE

Competitive Abilities

Porter’s Five Forces

Competitive Strategy

INTERNAL

EXTERNAL

BUSINESS LIFECYCLE

INDUSTRY LIFECYCLE S CURVE REINVENTION

Bricks & Mortar Biz ModelsKey Driver Is Profitability

DIGITAL OMNICHANNEL WELLNESS LIFESTYLE ENTERTAINMENT

14

TRIPLE IN DECADE

1B GLOBAL FITNESS CONSUMERS BY 2025

16

DIGITAL FITNESS

18

US CLUB GROWTH 2010-2014

KIOSK, LOW COST & STUDIOS LEAD GROWTH

Low Cost With 7 Million Users

External Factors - Competition

Rapidly Growing Boutiques


Training Centers


Some Brands Disappeared

Lessons Learned

While Others Struggle

Lessons Learned

And Some Reinvented

Lessons Learned

25

While Others Reposition

“Evolve From Health Club To Healthy Way Of Life Solution - $20B To $300B Market”

Digital Alternatives & Innovations

Emerging Opportunities

Digital Alternatives & Innovations

Omni Channel Brands - SC Is #1 #GeniusBrand Today

Emerging Opportunities

CUSTOMERS HAVE CHANGED

ROLES ARE CHANGING WITH LIFESTYLES

BIFURCATIONAFFLUENCE

32

WELLTHY STATUS

EXANE

33

BOOMERS

34

AND THE CONNECTED CONSUMERMILLENIALS

35

TECHNOLOGY

KEY CHANGE DRIVER VIA ENHANCED UX

39

Competition For Attention Changing Marketing

ATTENTION

40

DIGITIZATION6 D’S EXPONENTIAL

IMPACTING INDUSTRIES

TECHNOLOGY

41

DIGITAL MUSIC LESSONS LEARNED

42

@ProfGalloway

OTHER INDUSTRIES TELL A STORY

#UTILITY

OMNI-CHANNEL DELIVERY MODELS WILL EXCEL

join today @fittechcouncil | fittechcouncil.org | [email protected]

Leading Brands Are Embracing Technologies To Redefine Business Models By Moving From Single Channels Bricks And Mortar Alone, To Omni-Channel Experiences That Connect, Service And Support Customers Using Technology And Human Service Interfaces (Fitness 3.0). These Operators Will Likely Gain Significant Competitive Advantages Over Time If They Are Successful With Their Efforts To Become “Digital Masters”.

The Acquisition By Anytime Fitness Of PumpOne Exemplifies The Realization By Industry Leaders Of The Need For Omni-Channel Delivery.

Orange Theory’s Development Of Apps And Heart Rate Training Technologies That Work For Members Inside And Outside Of Their Studios Reflects Acknowledgement Of The Importance Of Omni-Channel As Well.

WELCOME TO FITNESS 3.0

2016 FITNESS TECHNOLOGY TREND REPORT

43OMNI CHANNEL

44

SERVE CUSTOMERS WHERE THEY ARE


Bricks & Mortar Fitness ModelsKey Driver Is Profitability

DIGITAL OMNICHANNEL WELLNESS LIFESTYLE ENTERTAINMENT


INTERNAL

You Can’t Be Everything To Everyone

INTERSECTION OF: DEEPLY PASSIONATE ABOUT

BEST IN THE WORLD AT DRIVES ECONOMIC ENGINE

COLLINS HEDGEHOG

48

Focus Here

Customer Needs

Competitors Offerings

Core Competencies

‣ What Customers To Target And Why ?

‣ What Are Your Competitors Delivering ?

‣ What Can You Do Really Well ?

‣ How Do You Decide What To Do ?

Competing

Strategy Meets Execution

Combining These Dynamics With The Right Strategy Wins

50

1

2

‣ People, Values & Culture

‣ Business Model Including KPIS Profitability, & Investment

‣ Systems Including Sales & Marketing, Retention & CRM

2. Execution Engine

‣ Brand Promise Including Touch Points, Aesthetics & Utility

‣ Pricing Models

‣ Service Delivery Including Physical & Digital

Rubber Hits Road

1. User Experience

Where Are You & Where Are You Going ? Process

51USER EXPERIENCE

3 Components To Competitive Advantage In User Experience

52

Brand User Experience

Pricing Models

Service Delivery

‣ Touch Points : Customer Journey

‣ Digital & Physical Aesthetics

‣ Utility

‣ Communication Strategy

‣ Personality

‣ On-Demand, Flexible Or Firm

‣ Initiation Fees, Upgrade Fees, Premium Services

‣ Layering

‣ Termination Process

‣ Straight Membership

‣ Enhanced Program Offerings

‣ Nutrition, Massage, Or Therapies

‣ Digital Services

‣ Positions The Brand To Compete

‣ Differentiates From Competitors

‣ Meets The Markets Trends

Internal: Designing User Experience

3 Components To The Execution Engine

53

People Values & Culture

Execution EngineBusiness Model Systems

‣ Clear Vision, Mission And Values

‣ Hire To Profiles Reflecting VMV

‣ Reinforce VMV Through Behaviors

‣ Established Proforma & Budgeting Models

‣ KPIS Reflecting Best In Class

‣ Lorem ipsum dolor sit

‣Marketing & Sales Systems

‣ Financial Accounting Systems

‣ Operational & CRM Systems

‣ HR & Talent Acquisition & Management Systems

‣ Establishes Ability To Set Goals Based On Best In Class

‣ Enables Ability To Understand What Is Happening

‣ Enables Ability To Execute To A Target Based On Facts.

Internal: Execution Engine

OMNI CHANNEL

USER EXPERIENCE

ONE PAGE STRATEGIC PLAN

BIZ MODEL DESIGN

56

TECHNOLOGY

KEY CHANGE DRIVER VIA ENHANCED UX

58

VIRTUAL TRAINING - GAMIFICATION - IN & OUT

GAMIFICATION | PERSONALIZATION

59

MOBILE

SOLUTIONS AVAILABLE

60

VIRTUAL TRAINING

61

VIRTUAL TRAINING - COACHING

CUSTOMERS HAVE CHANGED

Resources @IHRSA

PRIZM SEGMENTATION - PROFILING

USER EXPERIENCE CATERS TO SEGMENTS

PRIZM SEGMENTATION

PRIZM SEGMENTATION - PROFILING4 Social With 14 Segments | 3 Lifestyle 11 Segments

PRIZM SEGMENTATIONhttps://segmentationsolutions.nielsen.com

MARKET ANALYSIS

MARKET ANALYSIS

•5, 10 and 15 minute drive times from Example Club Shown above.

•Households within the drive times total 2,205 within 5 minutes, 15,663 within 10 minutes, and 71,348 within 15 minutes.

COMPETITIVE ANALYSIS

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InglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewoodInglewood

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AgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgouraAgoura

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TujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujungaTujunga

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Shadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsShadow HillsStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurstStonehurst

Olive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive ViewOlive View

SylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmarSylmar

Granada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada HillsGranada Hills

Sun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleySun ValleyGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemcoGemco

Woodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsWoodland HillsCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasasCalabasas

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Cypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress ParCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress PaCypress Pa

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RivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraRivieraPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific PalisadesPacific Palisades

IncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleIncevilleInceville

IronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsidesIronsides

Briggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs TerracBriggs Terrac

VegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVegaVega

AltacanyAltacanyAltacanyAltacanyAltacanyAltacanyAltacanyAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacanAltacan

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Del ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel ADel A

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CornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornellCornell

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Malibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu WestMalibu West

Oak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak HillOak Hill

Las FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresLas FloresMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu BeachMalibu Beach

Fern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann FallsFern Ann Falls

La QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa QuintaLa Quinta

WildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodWildwoodEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie DellEl Merrie Dell

Indian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian SpringsIndian Springs

Mountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef VillageMountclef Village

Greenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich VillageGreenwich Village

Triunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo CornerTriunfo Corner

Santa Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana KnollsSanta Susana Knolls

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© 2014 The Nielsen Company.All rights reserved.

0 2.5 5

Miles

LEGEND

Interstate HighwaysU.S. HighwaysState Highways

Current Members

� Current Member

Major Roads

Spectrum Palisades

Prepared forFitmarc• DETERMINE MARKET

POTENTIAL

• UNDERSTAND MARKET SHARE

• ANALYIZE TRENDS

MARKET ANALYSISTop Social Groups

Top LifeStage Groups

Group Name Area HH

%

S1 Upper Crust

4267 27.24

U1 Bohemian Mix

3145 20.08

S1 Movers & Shakers

2445 15.61

U1 Money & Brains

1378 8.80

Group Name Area HH

%

M1 Upper Crust 4267 27.24

Y2 Bohemian Mix

3145 20.08

Y1 Movers & Shakers

3445 15.61

M1 Money & Brains

1378 8.8

MARKET ANALYSIS

Cancelled Social Groups

Cancelled LifeStage Groups

Group Name HH %

Y1 Midlife Successes

429 32.75

M1 Affluent Empy Nests

354 27.02

F1 Accumulated Wealth

129 9.85

Group Name HH %

S1 Elite Suburbs 421 32.14

T1 Landed Gentry 368 28.09

S2 The Affluentials 158 12.06

U1 Urban Uptown 150 11.45

COMPETITIVE ANALYSIS

UNDERSTAND WHAT GROUPS ARE YOUR BEST CUSTOMERS AND WHO IS LEAVING & JOINING & WHY


74

1

2


‣ Business Model Including Profitability, & Investment


Execution Engine


‣ Pricing Models


Rubber Hits Road

User Experience


COMPETITIVE EXAMPLES

RICK MAYO 1998 $1M PT DROPPED TO $150K

TEAM TRAINING OPTIONS

PRIZM SEGMENTATION

• 8,000 feet

• Annual EFT ($319) memberships

• 500 + members, physical therapy clinic, registered dietitian, massage therapist

• 60K+ sessions year

AVG EFT $319/MONTH

$99 $149 $249 $359 $439 $2100

Program Design

Team Training

1X Week SGT

Unlimited SGT

Unlimited SGT +

1 On 1 Training


80

1

2




Execution Engine


‣ Pricing Models


Rubber Hits Road

User Experience


GOLDS GYM HOUSTON

12 MINUTE DRIVE TIMES

HOUSTON COMPETITIVE MARKET


86

1

2




Execution Engine


‣ Pricing Models


Rubber Hits Road

User Experience


87

TECHNOLOGY

#DISRUPTION #INNOVATION

THE MOST SUCCESSFUL FITNESS BRANDS WILL BE DIGITAL MASTERS

join today @fittechcouncil | fittechcouncil.org | [email protected]

2016 FITNESS TECHNOLOGY TREND REPORT

88

INNOVATION

@RINGERSLEV

90

BUSINESS MODEL INNOVATIONS WHEN THE GAME GETS TOUGH CHANGE THE GAME

How Do You Improve Your Competitive Ability ?

@bryankorourke

Competing Is About Choices

Strategy


INTERNAL

EXTERNAL


Bricks & Mortar Biz ModelsKey Driver Is Profitability

96

US CLUB GROWTH 2010-2014

KIOSK, LOW COST & STUDIOS LEAD GROWTH

CUSTOMERS AREN’T THE SAME

98

TECHNOLOGY

KEY DRIVING CHANGE VIA UX ENHANCED SERVICE

You Can’t Be Everything To Everyone

INTERSECTION OF: DEEPLY PASSIONATE ABOUT

BEST IN THE WORLD AT DRIVES ECONOMIC ENGINE

COLLINS HEDGEHOG

100

Focus Here

Customer Needs

Competitors Offerings

Core Competencies

‣ What Customers To Target And Why ?

‣ What Are Your Competitors Delivering ?

‣ What Can You Do Really Well ?

‣ How Do You Decide What To Do ?

Competing

Strategy Meets Execution


101

1

2


‣ Business Model Including KPIS Profitability, & Investment


Execution Engine


‣ Pricing Models


Rubber Hits Road

User Experience


102USER EXPERIENCE

3 Components To Competitive Advantage In User Experience

103

Brand Promise User Experience

Pricing Models

Service Delivery

‣ Touch Points : Customer Journey

‣ Digital & Physical Aesthetics

‣ Utility

‣ Communication Strategy

‣ Personality

‣ On-Demand, Flexible Or Firm

‣ Initiation Fees, Upgrade Fees, Premium Services

‣ Termination Process

‣ Straight Membership

‣ Enhanced Program Offerings

‣ Nutrition, Massage, Or Therapies

‣ Digital Services

‣ Positions The Brand To Compete

‣ Differentiates From Competitors

‣ Meets The Markets Trends

Internal: Designing User Experience

3 Components To The Execution Engine

104

People Values & Culture

Execution EngineBusiness Model Systems

‣ Clear Vision, Mission And Values

‣ Hire To Profiles Reflecting VMV

‣ Reinforce VMV Through Behaviors

‣ Established Proforma & Budgeting Models

‣ KPIS Reflecting Best In Class

‣ Lorem ipsum dolor sit

‣Marketing & Sales Systems

‣ Financial Accounting Systems

‣ Operational & CRM Systems

‣ HR & Talent Acquisition & Management Systems

‣ Establishes Ability To Set Goals Based On Best In Class

‣ Enables Ability To Understand What Is Happening

‣ Enables Ability To Execute To A Target Based On Facts.

Internal: Execution Engine

RESOURCES

@BRYANKOROURKE

Success Is A Discipline

Saper Vedere

@bryankorourke

improve your club's competitive ability - from ihrsa 2016

Leadership & Management