Technology and Fitness - Things are Changing and Fast

How many people utilize online trackers for health and fitness ? That was one of several questions posed to me by "Steve", an IHRSA member, as part of IHRSA's "Ask an industry leader program". Here is his question in its entirety:

“How many people use online trackers/health social networks for health? Are there any sites you know of? Any research in this area? Do other health clubs recommend this to customers?”

For those of you who follow me you've read my prior posts on wireless devices and wellness in addition to technology's impact on the future of the fitness industry, which touches on this and other topics. Well developed research is not readily available to the general public but there are some interesting metrics to consider when asking the question. During 2009 the Nike+ Human Race, participants ran a combined total of 802,863 miles and during the inaugural 2008 Nike+ Human Race  more than 750,000 runners participated in the event, which took place in more than 24 cities worldwide. Over 2 million users rely on the Nike Plus web site (read Wired's article "The Nike Experiment. How the Shoe Giant Unleashed the Power of Personal Metrics"). That should give you an idea. Recently Adidas joined the rank with an even more powerful solution Micoach. There are many others.

The trend in fitness and wellness towards online tracking with personal and mobile devices being integrated continues. Mobility in general is exploding with over 4 billion devices growin to nearly 15 Bilion devices attached to the Internet in the next four years with (mobile smart phones in the US will reach 150 million users in 2011) . In fitness and wellness the category has become better defined recently. On one hand there are the simple calorie-counters, like Philips DirectLife and fitbit. More complicated devices, like Polar's FT80 and others strap onto your wrist like a small computer. Other advanced systems like Progio have special devices that work with heart rate technologies to enable tracking and deliver educational and workout content. In the middle are devices for casual marathoners: the Nike+ iPod system, and now Adidas' latest mid-range system.

Social media is connected to many of these solutions, with Nike Plus for example enabling people to connect, compete and share their performance through an online platform.

Outside of the integrated solutions like Nike Plus or Adidas' new system, fitday.com, dailyburn.com and other online soutions provide workout, calorie counting and other tools and solutions to help people get fit. Many of these solutions are offered under a "freemium" model with premium upgrades available.

Interestingly many health clubs do not integrate these online offerings, although this is changing and some like  Vitabot which provides nutritional tools online work with health clubs to deliver nutritional online solutions to their members. Good life fitness, a successful fitness chain based in Canada offers at home fitness solutions to deliver workout content online and provide some basic tracking and motivation. Major chains like 24 hour fitness and lifetime among others are in the midst of testing and or introducing integrate online offerings as well. Expect these trends to continue and watch this video  (below) on the advancement of tracking in medicine.

Using Social Media to Grow Your Fitness Business

I had the chance to present to fitness industry professionals at Dallas Mania this weekend. It was great and my thanks go out to Sara Kooperman and her group for hosting the event and allowing me to present. The use of Social Media in all businesses is a hot topic. I have included my presentation here for your review. Please reach out if I can be of any assistance in helping your fitness or wellness business utilize social media to grow revenues ! See the testimonial below !

Growing your fitness business using social media

Growing your fitness business using social media

View more presentations from Bryan ORourke.

View more presentations from Bryan ORourke.

Location Based Marketing is Here - Get Ready

While the folks at Facebook haven't confirmed how Facebook Places might eventually integrate with Facebook's business pages, this is in the works and once it happens companies will have an easy opportunity to market and promote their services on the social media platform.

The rollout of Facebook Places follows the launch of Google Places in April. Building on prior Google business listings, Google's solution offers up Web pages dedicated to individual businesses, showing where they are located, street-level images, and customer reviews of services or products. Businesses can also advertise through their Google Place pages.

The implications are enormous for business marketing. Expect huge growth in location based promotions and services. In the areas of the fitness industry, among other industries, very targeted applications will quickly emerge.

Watch the video on facebook pages to learn more and get your business ready for the coming merger of the physical and digital worlds ! This time with location based b2c engagement.

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 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 .

How to Lead Growth During Turbulent Times in the Fitness Business

Rita McGrath shares brilliant insights into how leaders should handle turbulent times in this interview. All industries are being touched by tremendous change and the fitness industry is NO exception. As Rita notes the difficulties of leading through tremendous change are generally broken down into i) being open to the facts and not falling victim to past success; ii) the ability to diversify, iii) having discipline with new endeavors and iv) exiting less appealing and older investments. Watch this interview as Rita shares her views on how change can be best navigated. More than anything you MUST accept that reinvention is now a necessity and unless businesses in the fitness and wellness space get on board there will be very rough seas ahead.

A Sustainable Wellness Model - Medicare & Prevention

Outcomes outcomes outcomes. Why has wellness been slow to take root ? Outcomes....

Getting on a treadmill does not an outcome make and therefore the theory of how fitness makes people healthier has to date undermined the huge opportunity. Realize that for-profit fitness is $20 Billion a year compared to over $2 Billion a year for traditional medicine, with over 75% of that cost being related to lifestyle oriented diseases. Our health care system cannot afford it and costs must be driven out. Watch the video about how unsustainable our sick care system is.

When the extant fitness industry realizes the motherload of all business opportunities is emerging, value added proven prevention, the shift from membership models will be approaching - but we need the funds shifted from sick care to prevention. . A recent announcement that Medicare will reimburse for the Ornish and Pritikin programs is a step in the right direction. As a recent Blog post by Health Quack of the Healthcare Industry and Policy Community Reported:

Medicare will pay for intensive diet and exercise programs developed under the Ornish and Pritikin brands for reducing cardiovascular event risk, the Centers for Medicare and Medicaid Services announced.

The agency's review of published data on the Ornish and Pritikin intensive cardiac rehabilitation programs found that they effectively slowed or reversed progression of coronary heart disease and reduce the need for coronary artery bypass grafts (CABG) and percutaneous interventions.

Consequently, they are approved for coverage under Part B of Medicare, CMS said. Legislation that went into effect this year established a new benefit for intensive cardiac rehabilitation programs.

Because Medicare will make these programs available to all beneficiaries regardless of income, it expects the decision will "reduce the disparate impact of heart disease in minority populations."

CMS staff reviewed six studies of the Pritikin program and nine on the Ornish version appearing in peer-reviewed publications. Most of these were conducted or sponsored by the Ornish and Pritikin companies -- eight of the nine Ornish studies, for example, had company founder Dean Ornish, MD, as lead or senior author.

Nevertheless, CMS accepted the reported data as valid and adequate to demonstrate the effectiveness of the programs under the agency's statutory and regulatory requirements.