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Whitepapers and Reports

Trend Wisdom – Why Some Business Leaders Reap Success and Others Don’t

Trends are one of the quintessential truths of mankind, and one of the essential truths of capitalism. Trends can inform us of where the market is headed, what competitors are doing, what consumers are embracing, what business leaders are thinking, and what opportunities are there for the taking. In this article we explore the truths about trends and why its so important for business leaders to make trend observation a part of their leadership toolkit.

Published: September 16, 2017

Virtual Fitness – Disruptive, Destructive or Empowering

In this article, we intend to address the disruptive technology of on-demand and streaming digital content for group fitness and look at how it can empower fitness facilities, but also how it could disrupt or even demolish those not ready to deploy it properly. As part of our discussion we are going to introduce a new and dynamic player in the arena of virtual group fitness; a digital platform we believe has the potential to take disruption to an entirely new level when it comes to group fitness and in doing so change how we look at the value proposition for most clubs and studios in the future.

Published: August 14, 2017

The Dawning of a New Era for the Health/Fitness Club Industry

To paraphrase Klaus Schwab, founder of the World Economic Forum, there has never been a time in the history of capitalism offering greater promise or greater peril. This bold statement is based on his understanding of capitalism and one of its essential elements, creative destruction. Today the fitness industry finds itself engulfed in a series of powerful storms that are aptly destroying and disrupting the traditional way the health/fitness club industry operates. Our objectives with this white paper are first, to provide insight into the forces behind these storms of creative destruction; second, to provide insight into five storms we feel are having a profound influence on the landscape of the industry; and, finally bringing forward thoughts on how to thrive off the disruptions caused by these storms.

Published: June 29, 2017

The Next Competitive Battleground – The Customer Experience

According to many of today’s business leaders, the next competitive battlefield for brands will revolve around the customer experience. Insights from Gartner, the world’s leading information technology research company, 64% of consumers indicate that the customer experience is more important than price when it comes to selecting a brand.

Today, and in the near future, having the most tangible offerings or the lowest price point won’t cut it; it’s the capacity to create memorable experiences that favorably trigger consumer emotions that will be the defining competitive advantage. In this whitepaper we offer a comprehensive discussion of what the Member Experience is, followed by an insightful overview of customer experience mapping, a process which can enable operators to stage memorable member experiences on a day-in and day-out basis.

Published: May 11, 2017

Stupefying Sameness or Blinding Differentiation

Today the fitness industry is mired in a stupefying sea of sameness where conformity and homogeneity are the norm. In this landscape of karaoke, being Different is what’s required to build a competitive advantage and sustainable success.

In this whitepaper we explore the complexities of sameness and differentiation; in particular we discuss in detail a tool called a Brand Health Study that businesses use to help them assess their level of sameness, or differentiation in the marketplace, then take that information to establish true sustainable differentiation.

Published: April 26, 2017

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