I recently watched a Brian Solis video interview featuring Jon Swartz, a reporter based in Silicon Valley who covers emerging and disruptive technology trends for USA today (see the interview below). It was quite interesting and made me realize how very much is really changing for consumers and what it means in particular for the health club and fitness industry.
Jon sees trends as less about hype and more about how technology is really changing everyday business and society. I agree. For consumers, using mobile, social and the web is not only enlivening experiences, it’s also creating a real sense of immediacy. Its increasing consumer expectations. In my recent trend report on NEWISM FASTER is identified one of NEWISM's 6 drivers . Indeed everything is FASTER and as Jon points out its going to become even more so. Solis and Swartz termed it the "Urgency of Now". No matter what you term it, Faster or the Urgency of Now, it will result in increasing change and the need for massive innovation in the health club business. How you ask ?
It means providing consumers the ability to buy training or group fitness classes instantly using mobile devices. It means the erosion of the classic "membership" recurring revenue model for many club concepts. It means the disappearance of the front desk for many health club concepts and it means a lot of things we can't quite predict right now. More than anything it means CHANGE and a lot of it.
The interview is fascinating and a great short piece you should watch. Brian Solis describes the discussion as follows:
Jon and I explore the importance of “the urgency of now” and how its changing the landscape for commerce. From shopping to how we pay for what we want, and the technology that changes customer expectations along the way, businesses must now evaluate how to adapt to not only react but lead customer experiences before they fall to digital darwinism.
Brian is right, You will not want to miss it. How are you preparing for the sea change that technology is bringing to the fitness and health club business ? I'd love to hear your thoughts.
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 .