NEWISM

Significant Trends In Health & Fitness for 2013 & Beyond

BRYAN K. O’ROURKEbryankorourke.com | trendwatching.com

October 2012

6 Forces Making NEWISM Relevant: More than ever, consumers lust after the new. Here’s

why that spells heaven or hell for fitness brands.

NEWISM introduction and thank you

Greetings,

Thanks for checking out this overview of an important trend called NEWISM.

Six driving forces are making NEWISM relevant to the fitness industry. I share examples of these in this presentation, but there are many more. Stay tuned for additional articles and information that touch on these and other important trends at bryankorourke.com. For updates follow me on your favorite social networks. The fitness industry is changing and its an exciting time to be involved.

Please feel free to share this trend deck with your organization, colleagues and via social media. I am very interested to learn your thoughts and really appreciate your taking the time to review the information. If I can be of any help just let me know.

All the best, @bryankorourke

BRYAN K. O’ROURKE bryankorourke.com | trendwatching.com2

October 2012

NEWISM what is fresh is good

Why ? “NEW” has never been hotter in health and fitness

3@bryankorourke

NEWISM creates excitement and happiness

Why ? “New” the very notion is a positive one4@bryankorourke

NEWISM is unfamiliar and impactful

Why ? “NEW” is about BETTER MORE INTERESTING EXPERIENCES

5@bryankorourke

NEWISM creates opportunity and adversity

Some Brands Will Take Advantage And Others Will Suffer

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6 DRIVERS OF NEWISMThe 6 drivers that are making

NEWISM relevant are: @bryankorourke

“Brands will be built and

others will fall on the backs

of these trends.”

NEWISM challenges the past

1. CREATIVE is OUTPACING DESTRUCTION

From micro-gyms to budget clubs, NEW delivery models, including digital fitness, are taking market share from traditional health clubs. At the same time the health care delivery system is being revolutionized through economic and technological innovations. This is creating a new era. The pace of NEW creation is outstripping the pace of destruction, and its only the beginning of a sea change occurring throughout many industries. 2 million patents were applied for in 2010

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@bryankorourke

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CREATIVE DESTRUCTION

NEWISM is faster and faster

2. FSTR - Excitement and Attention are Accelerating

Kickstarter enables any one to test, fund and launch an idea.

Pebble is a customizable watch.

Users download new watchfaces, use

sports and fitness apps, get notifications

from their phones. It received $10 Million

in 37 days via Kickstarter.

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@bryankorourke

2

FROM IDEA TO LAUNCH IN DAYS

NEWISM unique combinations in less time

3. EXPERIENCE CRAMMING - HIT, MUDD RACING

Experiences that few others can or have had is a sure-fire status symbol

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@bryankorourke

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NEWISM is social status: klout

4. STATUS STREAM - CONSUMERS and SOCIAL MEDIA

“Social status comes from

being ‘in-the-know’, and

being part of the 'NEW'.”

Nike launched a number of highly collectible limited edition sneakers using a Twitter reservation system

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@bryankorourke

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NEWISM reduces the risk of trying

5. TRYSUMERS - LESS COMMITMENT and LOWER COST

S e e o r H e a r ; Check Reviews; Try for FREE

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@bryankorourke

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NEWISM delivers stuff in new ways

6. TO HAVE IS TO (H)OLD - STUFF NOT REQUIRED 12

Technology enables new ways of consuming either in the digital or physical

worlds . Novel online and mobile platforms offer consumers the ability to trade in,

upgrade, or engage in entirely new ways.

YOU’VE SEEN THE 6 DRIVERSNow for caveats and implications

@bryankorourke

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NEWISM isn’t everything

What NEWISM is NOT - ALWAYS RELEVANT

Not all consumer attention will be focused on the new. Endless value in comfort, tradition and

heritage brands will remain. No trend applies to all consumers, all of the time, and the ‘NEW’

doesn’t always kill the old.

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@bryankorourke

NEWISM thank you and please share

IMPLICATIONS

Thanks again for checking out the NEWISM trend. What do you think ?

Creative destruction, hyper-competition, globalism, and consumerism on steroids is what NEWISM is all about and the 6 drivers of this trend aren’t going away. For brands and organizations it boils down to capturing and holding consumers’ attention. While attention spans are shortening, the rewards of dialing into NEWISM can be instant and massive. Those who prepare will be richly rewarded, those who don’t may face great difficulties. Please share your thoughts and if I can be of any assistance let me know.

All the best, @bryankorourke

BRYAN K. O’ROURKE bryankorourke.com | trendwatching.com

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