How Will Change Happen In The Fitness And Wellness Industry ?
Monday, February 21, 2011 
I write about change; the change that is coming as a result of mega trends in technology, globalism and demography and the need for the fitness and wellness industries to change to reach their promise. But how does change happen ? Made to Stick authors Chip and Dan Heath describe change in their latest book Switch: How To Change Things When Change Is Hard. They set out a framework for 3 ways change happens:
1. Direct the Rider (the conscious mind), eliminating what looks like resistance but is more often a lack of clarity by providing crystal-clear direction;
2. Motivate the Elephant (the subconscious), eliminating what looks like laziness but is more often exhaustion by engaging emotions to get people on the same path as you; and
3. Shape the Path (the situation), eliminating what looks like a people problem but is more often a situation problem, by making the environment more conducive to the change you seek.
So in watching the 60 minutes story last night about the Tunisian fruit vendor 26-yr.-old Mohammed Bouazizi, and how he set himself on fire out of frustration which resulted in a Facebook fueled revolution in the otherwise peaceful nation, I wondered about change. Obviously Bouazizi indirectly embraced all 3 of the frameworks, ending his life as a result. How tragic. Watch the story below and tell me, Bryan O'Rourke, what do you think about change ? Does it happen peacefully and slowly or more often is it started by a spark that fuels a sudden revolution ? What do you think needs to happen for fitness and wellness to become more of a part of our culture and ethos ? Who will be the catalysts ?
Reader Comments (1)
I saw Malcolm Gladwell speak at last year's IHRSA conference, and I think he's right about the need for a tipping point that comes from the "ground" up. Further exhortations by the government won't work; we have enough information already and it isn't working! I think for our culture and ethos to change, it has to first become fun, then become a habit. One area where the government COULD have an impact would be in providing more access for everyone. Not just fitness centers, but parks, bike paths, walking paths, etc. But I truly believe it will happen slowly, then build momentum. As an aside, I believe role models such as First Lady Michelle Obama can be catalysts, even though she is not from the "ground." Thank you