Can't We All Just Get Along ? The Need For Collaboration And Transparency Continues

If you read my posts (thanks if you do) I am certain you might get a little tired of the terms “collaboration” and “transparency”. However, the truth is technology is democratizing much of the world; this is a reality everyone should ponder. You just can’t hide anymore and this fact is very hard for some people to accept. What is even more challenging a notion is that competitive collaboration can lead to more fruitful innovations which is unquestionable and done every day in other industries but for some to get their minds around that idea is like asking them to jump off a high rise in the belief they won't be harmed (remember the matrix video?). In reflecting on some events last week, I had to ponder these subjects myself because of what happened, again. You see it is apparent to me thata lack of transparency and a failure to collaborate are some of the biggest challenges our industry faces. Its getting back to the scacity thinking again snd please bare with me while I explain.

In a few of my networks last week I shared that Johnson Health Tech, which manufactures the Matrix Fitness brand, is recalling Matrix Fitness trainers and ellipticals that pose a fire hazard. The U.S. Consumer Product Safety Commission announced the recall on January 23, 2014.. About 2,800 Ascent Trainers by Matrix and Matrix Fitness elliptical units that were installed from November 2011 through December 2012 are being recalled.

As Club Industry reported and tweeted , this is the second product recall pertaining to the fitness industry that the CPSC has announced this month. Cybex International is recalling 234 Olympic decline free weight benches manufactured from December 2008 to September 2013.

What was interesting were several emails I got from a few people who found my tweeting the recall and sharing it on Linkedin “distasteful”, “tacky”, reflecting a “lack of credibility”, being “negative” and “undermining the industry” .  Are you kiding me ? You might only imagine the origin of some of these emails. By the way, this information was being shared all over the Internet by others and I did not in any way twist the facts or share a particular view on it. I'm not being defensive when I say that many of our customers and industry friends rely on me sharing pertinent industry information, which I try to do. Do some people really believe that tweeting (sharing) public information about an equipment recall is somehow undermining a global brand like Matrix ? Or is the sensitivity a sign of something else ? I think its the later. Give me a break.

Before I get into this subject and In the interest of full disclosure (again to transparency) our organizations have happily done work for  and with Star Trac, Schwinn, Stairmaster and Mr. Michael Bruno with whom we have a wonderful relationship. We also advise and sell other equipment, programs like Les Mills, services and technologies. We work with some of the leading bricks and mortar health club brands in the for profit and non-profit club business among doing many other things. I guess any of these various players could see each other as competitors but we try to be as transparent as we can keeping the big picture in mind. Most people who know me, follow me and read my work would think we are pretty transparent (I hope). I don’t think you couldn’t know what I am doing or where I am on any given day and we don’t try and hide it. If you disagree please let me know.

What the emails and comments I received regarding the Matrix Fitness story did reflect is something I’ve noticed over the years in the health club and fitness industry in general. Its called a scarcity attitude. Of course there will always be a bit of strain and stress in any marketplace and not everyone is going to like you. Robert Dyer and I laughingly say that many of the organizations and professionals we speak with before they get to know us keep waiting for the “hook”, but there is no hook when it comes to us. I don’t think some people believe that though because of other experiences they have, like my emails they are accustomed to a lack of collaboration and scarcity thinking.

I replied to the emails regarding the Matrix recall and asked the folks who did write to call me so we could talk. No one has taken me up on it as of this writing. In the world of transparency its important to be transparent. But there are many who probably didn’t write but might have felt the same way and this is what I want to address. You'll note I did not name names because that would not have been fair.

This attitude of distrust, of short term competitive advantage, of one over another is damaging the fitness and particularly the health club industry. It is a major contributor to why the industry has not collaborated on shared technological development in DECADES for example and its this short term view that could be our undoing. We’ve got to help each other but by working on constructive solutions . I was privy to the behind closed door discussions and negativity put forth by various competitors during the turnaround of Star Trac as Michael Bruno rescued the business; all designed for competitive gain. I’ve seen it happen to others as well. My reputation has been attacked by some leading professionals in the space as well behind closed doors and sometimes not. Like they say, "haters are going to hate." Anytime anyone is leading change its what you’d expect but instead of letting that be the bottom line we need others to stand up and show another way, to fill the void.

This is why I am involved with a number of other leaders in the Fitness Industry Technology Council. We need to create a forum to advance the supply and delivery side of the industry given the rate of technological change. Its why I am thankful to participate with ACE’s Industry Advisory Panel as well as the other organizations like IHRSA and their Public Policy Council where we try and help.

We’ve great respect for almost every major player in the industry including our friend Michael Bruno, Star Trac, Stairmaster, Schwinn, Johnson Health Tech’s Matrix, Cybex, Precor, Life Fitness and Technogym among many others. Believe me, tweeting about the Matrix recall was not done to damage Matrix. But in an age of transparency and with the realization that the biggest threat is not each other but our failure to collaborate I ask that you read some of my other blog posts and content and see my intention is to bring people together to identify a changing world and marketplace and collaborate around the future. Failing to do so will only lead to missed opportunities for us all.

So tell me, should I be more transparent and how ? Should I not tweet anything about any supplier in the industry if it touches upon a challenge they are having ? Would that make me better, less transparent ? Please share your views with me and thanks for taking time to read the post.

About Bryan

Bryan O’Rourke is considered by many to be a thought leader on technology, health club, consumer and wellness trends. He has been quoted in periodicals like the Wall Street Journal, and has been published in journals around the world on his views of how technology will create the dawn of a new era of opportunity for the health club and fitness industries. In addition to being an industry expert, Bryan is a keynote speaker, technologist, financier, shareholder and executive in several companies. He has spoken on a range of business and trend topics on four continents. As a contract executive and advisor, Bryan wears many hats, including working for Fitmarc, which delivers Les Mills programs to over 750 facilities in the US. He serves as a member of the GGFA Think Tank, sites on ACE's Industry Advisory Panel and is CEO of the Fitness Industry Technology Council. To join FIT-C visit www.fit-c.org . To learn more contact Bryan here

Technology Tools That Are Changing The World - Why Twitter Rocks

Some thought has been put into my profile on Linkedin. When it says "helps organizations and professionals realize their full potential and solve their biggest challenges" well that's what I am trying to do. Hopefully it shows every now and again. When @StartracFitness invited me to share views on social selling, there came a few points during the presentation where I saw that look in people's eyes. I'll call it the look of WOW, wonderment, realization; a look I live for because it can mean you are making an impact. When you can get an audience to rethink what they are doing, how they are doing it and why they should maybe do it differently its a win. Its that aha moment. I saw a few of those looks last Thursday in Irvine California. (see the video below for an example of what spurred the look).

Hopefully you know my view: technology has created awesome potential for doing good for people, for customers for the world , if used correctly. Technology tools like Twitter are a good example, yet many still don't use the tool. With around 218 million active users you can use Twitter like Google and search to learn so much information as well as connect with many professionals and people that share your interests.The 2014 Fitness Industry Technology Council U.S. Health Club Survey Report showed, however, that only 27% of club leaders use twitter at all.

I use Twitter because its fantastically powerful. Health clubs, service and consulting organizations, like Star Trac Fitness, non-profits, and others can all use Twitter. Leaders in the health club business including @RobertjDyer , @ChuckRunyon, @SarahRobbOh, @SFable, @ECRetro , @GMelstrand , @CEOScott and many many others use the Twitter platform.

To learn more about why Twitter Rocks visit Twitter's Youtube Account. Do you use it ? Why or why not ? I'd love to hear what you have to say. And on a final note many thanks go out to the @StarTracFitness team and my team including Michael Bruno, Terry Woods, Vanessa Lee, Jeff Dilts, Sal Pellegrino, Eleanor Hisey, Robert Dyer, Maureen O'Rourke and so many others. Thanks to you all for the chance to do what I love to do.

The Revolution Of Bricks And Mortar Fitness - The Future Of Health Clubs Is Emerging

This Thursday January 16, 2014 at 2:00 pm EST I'll be sharing a preview of my 2014 presentation at IHRSA this year during a FREE IHRSA webinar (hope you will attend). The future health club is going to emerge soon and to understand what it might look like we only have to consider what is happening in retail. Be it Starbucks generating 10% of its total transactions now via its mobile app, or Apple eliminating the check out counter in its stores via its adoption of mobile check outs, technology is being applied to improve service and deliver customized experiences that bridge the divide between the digital and physical worlds while making customers much happier. As the future emerges business models that do this well will be the ones that will succeed because they are redesigning their models to address the new customer, one relying on mobile technology and one having all of the power.

Cisco’s Inernet Business Solutions Group study found that a majority of consumers have advanced beyond the capabilities of most retailers and this is true for most health club operators as well in my opinion. Cisco’s Customer Experience Report documents that consumers prefer more automated and personalized digital buying experiences. By embracing mobile trends, where two thirds of U.S. adults have smartphones and use them to search and conduct commerce, smart operators will be able to deliver service and experience in new ways that will redefine business models. If you don't think these trends are relevant, check out the FIT-C 2014 U.S. Health Club Technology Survey Report.

PSFK's recent report (below) on the future of retail in 2014 is something you should read, watch and think about because these technologies and new approaches are changing how businesses operationalize, market and service customers today. These trends are going to be included in future health clubs and it will completely change how the industry serves its customers. Please join me at #IHRSA2014 this year in San Diego on Friday March 14, 2014 ay 1:30 pm where I'll explore what the future of mobile means for the health club industry.

PSFK Presents The Future Of Retail 2014

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PSFK

What do you think? I'd love to hear your views. An increasingly competitive landscape  is going to require brands to think about technology adoption and deployment around the customer to create better experiences. Do you agree ? Shouldn't we work together to make that possible ?

About Bryan

Bryan O’Rourke is considered by many to be a thought leader on technology, health club and wellness trends. He has been quoted in global periodicals like the Wall Street Journal, and has been published in journals around the world on his views of how technology will create the dawn of a new era of opportunity for the health club and fitness industries. In addition to being an industry expert, Bryan is a technologist, financier, shareholder and executive in several fitness companies. He has spoken on a range of business and trend topics on four continents. As a contract executive and advisor, Bryan wears many hats, including working for Fitmarc, which delivers Les Mills programs to over 700 facilities in the US. He advises successful global brands, serves as a member of the GGFA Think Tank, on ACE's Industry Advisory Panel and is CEO of the Fitness Industry Technology Council. To join FIT-C visit www.fit-c.org . To learn more contact Bryan here today .

FIT-C Releases The 2014 US Health Club Technology Survey Report

2014 U.S. Health Club Technology Survey Report

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Bryan O'Rourke Business Leader In Fitness, Wellness & Technology

A survey on technology that included 746 U.S. based health clubs was conducted at the end of 2013. The survey report was just published by the Fitness Industry Technology Council (Fit-C). The 2014 U.S. Health Club Technology Survey Report possed 14 questions on technology adoption to owners and managers of health clubs.

The results were very interesting. You can obtain a copy for free here and the survey infographic here. Social media adoption, for example, as a key vehicle for marketing and advertising is widespread in U.S. clubs according to the survey results. 97% of all health clubs surveyed indicated that they have a Facebook page and social media and websites are the top 2 marketing and advertising vehicles clubs use today.

While social media is widely used for promotion and advertising, only 30% of clubs enable prospects to join online and a mere 39% provide online account management to members. Today 61% of global consumers prefer to shop in an omni-channel, self-service and automated way according to Cisco’s Customer Experience Report.  According to recent Forrester Research, organizations will differentiate themselves  by delivering consistent and customizable customer experiences digitally. A clear opportunity in online service exists in the Club market.

2014 FIT-C US Health Club Technology Survey Infographic

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Bryan O'Rourke Business Leader In Fitness, Wellness & Technology

Finally, while the report addresses a number of adoption trends, two survey questions stood out. First, 62% of surveyed clubs say costs are blocking wider technology adoption. We expect technology costs to continue to decline and therefore believe adoption of technologies will expand significantly going forward. Second, only a third of respondents believe interoperability is important. We now know that nearly 60% of members come to the gym with devices and only a third of those devices connect with equipment. We also know that customers are expecting a more omni-channel experience and so connectivity among technologies is going to be essential to create a better experience. Interoperability is a key underlying mission of the Fitness Industry Technology Council because of this.We need to create standards to create connectivity among all brands of equipment, among other standards, to enable enhanced consumer experience in clubs.

What do you think? I'd love to hear your views. An increasingly competitive landscape from outside the traditional bricks and mortar health club industry is going to require brands to think about technology adoption and deployment around the customer to create better experiences. Do you agree ? Shouldn't we work together to make that possible ?

About Bryan

Bryan O’Rourke is considered by many to be a thought leader on technology, health club and wellness trends. He has been quoted in global periodicals like the Wall Street Journal, and has been published in journals around the world on his views of how technology will create the dawn of a new era of opportunity for the health club and fitness industries. In addition to being an industry expert, Bryan is a technologist, financier, shareholder and executive in several fitness companies. He has spoken on a range of business and trend topics on four continents. As a contract executive and advisor, Bryan wears many hats, including working for Fitmarc, which delivers Les Mills programs to over 700 facilities in the US. He advises successful global brands, serves as a member of the GGFA Think Tank, on ACE's Industry Advisory Panel and is CEO of the Fitness Industry Technology Council. To join FIT-C visit www.fit-c.org . To learn more contact Bryan here today .

Globalism A Huge Driver Of The Health and Fitness Business In 2014 And Beyond

What Globalism means in the traditional sense isn't necessarily what everyone thinks. From my perspective its simple: our world is becoming more interconnected. For the health club and fitness industry that means that growth is coming increasingly in new countries with various cultures, languages and resources.

The world has about 7 billion people living in it today (there are almost as many smartphone internet devices as people). The shift to Asia, which has driven 50% of economic development over the past decade and the realization that other cultures and languages are comprising larger shares of our global consumer base are just a few of the implications of "Globalism". What that means is a world of increasing opportunity and change. Those who are prepared to embrace this with flourish while others who avoid it will fail.

Please watch the video a New Global Era In 2014 below and tell me, Bryan O'Rourke, what do you think ? Is 2014 the New Global Era for our industry ?

A New Global Era In 2014 - The Globalism Trend In 2014 - Bryan O'Rourke from Bryan ORourke on Vimeo.

 

About Bryan

Bryan O’Rourke is considered by many to be a thought leaders on technology, health club and wellness trends. He has been quoted in periodicals like the Wall Street Journal, and has been published in journals around the world on his views of how technology will create the dawn of a new era of opportunity for the health club and fitness industries. In addition to being an industry expert, Bryan is a technologist, financier, shareholder and executive in several fitness companies. He has spoken on a range of business and trend topics on four continents. As a contract executive and advisor, Bryan wears many hats, including working for Fitmarc, which delivers Les Mills programs to over 700 facilities in the US. He advises successful global brands, serves as a member of the GGFA Think Tank, on ACE's Industry Advisory Panel and is CEO of the Fitness Industry Technology Council. To join FIT-C visit www.fit-c.org . To learn more contact Bryan here today .