The Economic Outlook - What Doesn't Kill Us Makes Us Stronger

First the good news, the U.S. economy grew at its fastest pace in 1-1/2 years in the fourth quarter. Now the bad news, a strong rebuilding of stocks by businesses and weak spending on capital goods hinted at slower growth in early 2012. This with the complications of the EU economic woes and higher projected oil cost put the "recovery" in a bit of peril.

"The economy ended 2011 on a fairly positive note, but the composition of growth in the last quarter is not favorable for growth early this year," said Ryan Sweet, a senior economist at Moody's Analytics in West Chester, Pennsylvania.

Facts are it remains very hard on a lot of people and businesses out there today. In speaking with many business owners in the health club industry and fitness business in general, among others, things have not improved dramatically, they've only stopped getting worse. That is hardly a reprieve for those who have been hanging on for several years now. So what should you do ?

Perhaps you've seen the recent Toyota commerical. Kelly Clarkson co-stars alongside ESPN sportscaster Chris Berman, Bizarre Foods host Andrew Zimmern and Inside The Actor’s Studio’s James Lipton in this promotional piece for the 2012 Camry. The funny ad highlights the car’s Entune mobile technology that allows access apps like Bing, iHeartRadio, OpenTable and Pandora.

The song featured in the commercial, which you can see below, is based on Friedrich Neitzsche's quote, "That which does not kill us makes us stronger". With this recent report on the US economic situation and the International Monetary Fund recently downgrading the global growth outlook for 2012 to 3.3 percent from 4 percent , largely as a result of troubles in the EU, something I think all of us should do is start asking "how can I change my business model ?" In other words get busy getting stronger. Think more strategically, and realize its the end of business as usual. If you are in the fitness and or health club business, or in any other business or industry I recommend you review these reports and articles to learn more:

http://www.slideshare.net/Bryankorourke/2012-trend-report-what-health-and-fitness-leaders-should-keep-their-eyes-on

http://www.slideshare.net/Bryankorourke/change-or-die-2012-9-things-leaders-and-brands-must-do

http://www.bryankorourke.com/journal/2012/1/16/has-the-us-health-club-industry-reached-maturity-it-has-that.html

http://www.slideshare.net/Bryankorourke/technology-and-the-future-of-fitness-fitlife-club-network-2011

What do you think about the economic situation and how is it impacting your business. What are you doing to combat it and to change ? Please share your thoughts with me, Bryan O'Rourke and thanks for visiting the site. Enjoy the video.

About the author:

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

12 Important Trends For 2012 And Beyond

Emerging, Human Feel, City Lights, Right Here Right Now, Decide & Discover, Seamless, Known, Interact, Price, ECO, Enduring and Mass; these are the 12 trends that leaders should keep a close eye on. With over 100 pages of examples inside and outside of the health and fitness industry, this content is meant to be thought provoking and helpful in getting leaders to think about the future that is happening NOW. I hope you enjoy it. Please tell me, Bryan O'Rourke, what trend of the 12 do you find most interesting ?

2012 Trend Report - What Health And Fitness Leaders Should Keep Their Eyes On

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About the author:

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

What Will 2012 Bring ? Its Up To All Of Us [WATCH]

"Sooner or later I swear we're going to make it" as Mat Kearny sings in his recent hit song. I'd like to believe him. Our culture is becoming increasingly digital, interconnected, and global. A revolution is underway and it is providing great opportunity for the human race amid tremendous risk. As we look back at 2011 I'll tell you this about 2012 and beyond; it will be a direct reflection of how much and how well we embrace the future a future full of incredible change.

Watch Google's Zeitgiest 2011: Year In Review video below and tell me Bryan O'Rourke, what do you see in 2012 and why ?

About the author:

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

Change or Die | 9 Things Fitness Industry Leaders & Brands Must Do To Survive & Thrive

As 2012 approaches, I'm reflecting on the thousands of leaders in the fitness, health club and wellness industry I've engaged with 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. 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, Bryan O'Rourke, what you think about the 9 things we should do. I look forward to hearing your point of view.

Change Or Die 2012 - 9 Things Fitness Leaders And Brands Must Do

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About the author:

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

Fitness Marketing - Why Are So Many Brands Missing Out ?

Its that time of year again, when CEO's, marketing heads, product development and sales people among others are all finalizing their goals for 2012. I'm lucky because I get to listen to many plans and learn about the thinking going on behind them. Its fun, but I'll let you in on a little secret: many if not most of the brand leaders in the fitness business are still operating with a largely decade old mindset. Because of this they're missing out, spending too much on what doesn't matter any more and not pursuing what does. As an example, when I ask, "can you tell me how many people discuss your brand on twitter" the answer is most often "no", or at least I get a puzzled look in response. That's only the beginning....

So why is this the state of business, and in particular marketing, in the fitness and health club industry ? I'm not certain, but I'd hypothesize that it has to do with the industry being largely insular . Most of the leadership has been in the same game for a long time, so when it comes to the change that is happening with consumers, marketing, operations and technology, few at the top in the health club or fitness business are embracing a fresh perspectives. I'm certain, however, that is not going to last.

STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN: BE WHAT PEOPLE ARE INTERESTED IN

What is most obvious is how so many organizations think they know what customers want, basing that on long ago worn out thinking that has little relevance today. This greatly influences how marketing is conducted, hence the picture above. So I wanted to share some very important trends for people to keep in mind, no matter what industry they are in, but in particular in the health club and fitness industry. My message to brands is that they best start reorienting themselves to new consumer paradigms or face extinction. Tell me what you think about the embedded slide show below on transforming your marketing. It includes a variety of very important consumer centric trends that every brand needs to keep in mind as they think about their future. I hope its useful. Do you think its relevant to the fitness industry ? I'd like to know.

Transform Your Marketing

About the author:

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