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.
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 .
