THE TRENDS THAT WILL SHAPE HUMAN FITNESS AND ACTIVITY

1. THE TRENDS THAT WILL SHAPE HUMAN FITNESS AND ACTIVITY

2. AGENDA THE CHALLENGES THREE FUTURE INFLUENCES FIVE FITNESS NICHES

3. CURRENT STATE OF THE FITNESS INDUSTRY

4. CURRENT STATE OF THE FITNESS INDUSTRY CHALLENGING SIGNS • No more than 17% of adults belong to health clubs in any developed country. • In the US: • A rising proportion of health-club visits are from ‘casual’ patrons. • Nearly one in four leave their club within the first year of joining. • Rates of obesity and obesity-related diseases are climbing.

5. CURRENT STATE OF THE FITNESS INDUSTRY KEY CHALLENGES • How do we remain relevant among the ‘converted’ consumers? • Can we improve our offer? • How do we keep the industry fresh, relevant and competitive in the decades ahead?

6. CURRENT STATE OF THE FITNESS INDUSTRY OUR MISSION IS MORE IMPORTANT THAN EVER • Ageing populations • Childhood obesity • Increasing middle classes in fast-growing underdeveloped countries (BRIC) • Strategies for improving health status and cutting costs • Demands for natural, holistic health • Online entertainmentAre we responding quickly and broadly enough?

7. “ CURRENT STATE OF THE FITNESS INDUSTRY The current fitness industry is about high-energy, beautiful people having fun. Yet the number of members who actually turn up are low, service standards are low, and there is still a product mentality. The industry needs to find new ways to keep people active and deliver health improvements in more affordable and accessible ways. There needs to be a mindset change. Dr Tim Anstiss, a UK-based medical doctor who integrates fitness strategies into his practice

8. CURRENT STATE OF THE FITNESS INDUSTRY THE FUTURE IS NOW • Designer babies • Select your baby’s eye color • What’s next? • Designer muscles and drugs to eliminate obesity? • Hyper-change • Minor adjustments by the fitness industry not enough • Other industries already moving • A range of fitness solutions required

9. FUTURE INFLUENCES ON THE FITNESS INDUSTRY FIVE MACRO TRENDS • Society • The environment • Health • Regulation and business • Technology

10. FUTURE INFLUENCES ON THE FITNESS INDUSTRY PERMANENT CONNECTION ‘Always on’ world blurs with virtual realities PERSONALIZATION ‘what I want, when I want it, and where I want it’ CONVERGENCE, BLURRING AND BLENDING • Medicine • Gaming • Nanotechnology • Beauty and fashion • New foods

11. FIVE FITNESS NICHES 1. Activity is not for me

12. FIVE FITNESS NICHES 2. Activity for fitness’s sake 3. Play drives activity 4. Activity offers something more

13. FIVE FITNESS NICHES 5. Beyond human activity

14. THE FITNESS INDUSTRY TOMORROW NEW OPPORTUNITIES • Fitness is a secondary consequence of activity undertaken for companionship, meaning or entertainment • Move away from the one-size-fits-all gym at a central location • Highly customized fitness products and experiences meet consumers’ demands ‘whatever way I want them’ • ‘Merging’ and ‘blurring’ of what constitutes a gym and health club • New fitness careers

15. THE FITNESS INDUSTRY TOMORROW

16. CONCLUSION EMBRACE THE CHANGE • The definition of ‘fitness’ is changing. • Our industry in its current form may become a historical anecdote. • Challenges: Stay relevant, improve our offer to a broader audience and keep the industry fresh. • Possible futures include- becoming more entertaining, social places that counter-act social isolation- or a more radical transformation

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