NEWISM An Important Trend For 2013 and Beyond - GET THE FREE REPORT

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What's new ? That is what consumers want to know. In the report: (GET YOUR FREE COPY: 6 Forces Making NEWISM Relevant )  I share some thoughts on the NEWISM trend.

Brands like Fresh Fitness, Orange Theory, and Les Mills , among others, are all tapping into this trend in many ways in order to increase the relevance of their brands . Why ? What is new is FRESH and something to be EXCITED about. New technologies, changing consumers and innovation are all contributing to NEWISM. Its the secret sauce that some people really love.

What is causing this trend to be relevant ? 6 Drivers:

1. Creative Destruction;

2. The World Is Going Faster;

3. People Are Experience Cramming;

4. Consumers Are Into Status Streaming;

5. A New Class Of Trysumers Has Emerged; and

6. To Have Is To (H)OLD: STUFF isnt what it used to be.

Not all consumers or brands will be impacted by this trend but the surge in the Micro-Gym Market, Mobile Applications and High Intensity Training, in addition to other examples, are all emerging in connection with the NEWISM trend.

Check out the presentation below. You can get a copy for FREE: its embedded in this post.  Please share the content via your social networks if you like it. More importantly PLEASE tell me what YOU think about the NEWISM trend and its 6 drivers. Thank you for your interest !

About the author:

Bryan O’Rourke is a health club industry expert, technologist, financier, and shareholder and executive in several fitness companies. He advises several successful global brands, serves as a member of the GGFA Think Tank and serves as CEO of the Fitness Industry Technology Council. To learn more contact Bryan here today .

 

 

Is Innovation Missing Its Purpose ? Often The Answer Is Yes; Health Clubs Should Take Note

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I've referenced Brian Solis before. During a recent interview with (famous in tech circles) Jesse James Garrett (below) he explores the notion of innovation and user (aka customer) experience. Garrett is a thought leader in the emerging world of user experience (UX) and wrote the book The Elements of User Experience (check it out). Leaders in the health club and fitness industries should take heed. Here are some exerpts (paraphrased):

Innovation often comes from Gorilla Movements in organizaitons that bubble up to people at the top.....Is Innovation missing its purpose ? Quite often it is....People that are really good at user experience and innovation are good at distinguishing "Innovation" from "Novelty".

Its very hard for leaders to see what is coming, given the rate of change today. So I thought the Solis interview came at the perfect time, following my read of the @IHRSA Club Business International , article Fresh Face of Fitness. In that article my friend and colleauge Rasmus Ingerslev, CEO of Wexer and Health Club chain Fresh Fitness was deservedly featured. Here's a slice of the article on Rasmus Ingerslev:

Just as in any other industry, ours keeps evolving faster and faster. In the process, competition is intensifying. As a result, there will likely be even more segmentation, which will create clear value propositions in the niche, low-, mid- and high-end markets. On the positive side, I believe this will help attract more members, growing the overall market. My concern is that we’ll see bubbles in segments that grow too fast, specifically the low-cost sector, and collapses in the middle-market. The latter may be the toughest position, as it’s at risk of being viewed as neither fowl nor fish. But, as in any industry, there will always be room for best-in-class.

In a business where many leaders are still focusing on differentiation in simple ways, more forward thinking pros like Rasmus are combing new delivery methods and customer service models that are completely different (live group classes and digitally deliivered classes are an example). I think what Rasmus says is very on target. His vision reflects what its going to take to achieve success in the fitness and health club industry in the years ahead. Deeply understanding customers and their emerging needs are critical to success in the future. Unfortunately many in the business think novelty is innovation and they will soon discover how wrong they were to do so. This is particularly true when it comes to blending bricks and mortar and digital technology solutions as Rasmus has.

Watch the interview below with Brian Solis and Jessse James Garrett as they discuss UX. Congrats to my friend Rasmus Ingerslev for his success and vision. What do you think about Fresh Fitness and Wexer ? Do you see this type of innovation as more than a novelty ? How do you think leading brands could improve UX ? Please share your views with me, Bryan O'Rourke. Thanks for your thoughts.

About the author:

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness companies. He consults with global brands, serves as a member of the GGFA Think Tank, is Chair of the Medical Fitness Association’s Education Committee, is President of the Fitness Industry Technology Council and a partner in Fitmarc, Integerus, Fitsomo and the Flywheel Group. To learn more contact Bryan here today .