FUTURE OF FITNESS 2025 KEYNOTE BRYAN OROURKE BEYOND ACTIV SINGAPORE 2025

1
Bryan K. O’Rourke, CEO
June 2025 Singapore
KEY TRENDS CREATING
OPPORTUNITIES &
CHALLENGES FOR THE
GLOBAL FITNESS
INDUSTRY IN THE NEXT
5 YEARS

3
WHAT IF
WE CREATE THE FUTURE ?
BRYANKOROURKE@GMAIL.COM

“…IT IS THE WILL,
COHESION, STAMINA,
AND DISCIPLINE OF
ITS PEOPLE AND THE
QUALITY OF THEIR
LEADERS WHICH
ENSURES IT AN
HONORABLE PLACE
IN HISTORY.”
4
WHAT IF ?

An interconnected
multi-cultural world
facing risks.
Changing
demography with an
aging population.
Increasingly
empowered
knowledgable and
skeptical players.
Always on and
connected with more
intelligence and
convenience.
Sustainability and the
emerging historical
super-cycle.
Values
Globalism Demographics Technologies Economics
MACRO CONVERGENCE OF
FIVE KEY TRENDS
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Changing labor pools
driving automation
and redefining
economics.
Enhancing UX via UI
convenience & value
add.
Optimization of CAC,
LTV, personalization,
lower operating costs,
data insights.
Expansion for some
models via
acquisitions max
revenue drop costs.
Experiences
Expansion and
contraction of service
models. How will YOU
compete ?
Services People Technologies Economics
MICRO CONVERGENCE OF
FIVE KEY TRENDS 2025
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TREND & HYPE CYCLES
THE PRESENT MEETS THE FUTURE
FUTURIST MACRO MICRO OPTMIZATION
5 + YEARS 3-5 YEARS 1-3 YEARS TODAY

00
TESLA ROBO TAXI
PREDICTION 9 YEARS AGO

00
WAYMO LAUNCH 5 YEARS AGO
250K PAID RIDES WEEKLY

10
WAYMO WEEKLY TRIPS IN THE THOUSANDS

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“IN A WORLD
DELUGED BY
IRRELEVANT
INFORMATION
CLARITY IS
POWER.”
YUVAL HARARI

Available capital in
new ways, maturing
marketplace
consolidating.
driving automation
and redefining
economics.
Optimize around
models that
demonstrate
opportunity.
Embracing change
using technology as a
tool for experience
and execution.
Working together with
purpose to earn trust
and collaborate
humanly.
MODELS
FINANCE EXPERIENCES TECHNOLOGY PEOPLE
OPPORTUNITIES &
CHALLENGES IN NEXT
5 YEARS
13

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1. FINANCE
MERGERS AND ACQUISITIONS - CONSOLIDATION

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HUMANIZATION CRAVED
2. EXPERIENCES

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AUTHENTIC EXPERIENCES
LITTLE DIFFERENTIATION

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EXPERIENCE MEANS CONVENIENCE REQUIRES DIGITAL
CONVENIENCE

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WELLNESS LONGEVITY RECOVERY

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HEALTH SPAN
LONGEVITY
WELLNESS
RECOVERY
LUXURY
SOCIAL
STATUS

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EXPERIENTIAL
FITNESS
COMMUNITIES
ARE ALL THE
RAGE

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PERSONALIZATION AT SCALE
TECH STACK BARRIERS POOR JOB
PERSONALIZATION
COST OF HESITATION

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High End
Full Service
Middle
Market
HVLP Boutique
Full Service, Full
Amenities, Higher
Prices, Digital
Integration, Service
Solutions
Financially
Challenged, Low
Pricing Power,
Legacy Burden
Hi-Growth Space,
Low-Cost, Low-
Service, Upcoming
Digital, Lower
Markets
Program Focused,
Cross Over Lifestyle,
Omni-Channel
3. BUSINESS MODELS
Distinct Fitness Delivery Channels
Franchising Strategy

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Fitness
Community
Pure
Digital
Medically
Integrated
Alternative
Channels
Outdoors, Indoors,
Lifestyle, Apparel
Connection
Data Driven,
Streaming Content,
Anywhere
Anytime,Home
Market and More
Outcomes Based,
Integrated,
Population Health,
Longevity
Corporate, Multi-
Family, Lodging,
Alternative Models
Distinct Fitness Delivery Channels
BUSINESS MODELS

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THE DAYS OF
MARKETING AS
A DOMINANT
STRATEGY ARE
NUMBERED

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4. TECHNOLOGY
4. TECHNOLOGY - MARY MEEKER
BIT.LY/BEYONDACTIV2025AI

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“SMARTPHONES
AND THE
INTERNET, AS WE
CURRENTLY KNOW
IT, WILL GO AWAY.”
@SINEADBOVELL

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TECH STACK STRATEGY
UNDERSTAND YOUR ULAS

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YOUR SAAS
MEMBER
MANAGEMENT
SOLUTION
WILL BECOME
COMPLETELY
DIFFERENT

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MANY THERAPIES IN CLINICAL TRIALS

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TRANSFORM YOUR
LEADERSHIP
-SEE THE FUTURE
-ENGAGE & DEVELOP OTHERS
-CONTINUOUSLY REINVENT
-VALUE RESULTS & RELATIONSHIPS
-EMBODY A LEADERS HEART

E
N
2. USER EXPERIENCE
1. MINDSET
WHAT IS YOUR VISION
AND WHAT DO YOU
BELIEVE IN
4. EXECUTION ENGINES
3. NEW ECONOMICS
M
U
HOW TRENDS MEET STRATEGY
APPROACH
WHAT JOBS ARE YOU
DOING FOR YOUR
CUSTOMER AND HOW
WHAT ARE YOUR
SUSTAINABLE
ECONOMICS
WHAT RESOURCES AND
TOOLS ARE REQUIRED
FOR EXECUTION

Michael Doe
IMAGE
PLACEHOLDER
Jeniffer Thompson
IMAGE
PLACEHOLDER
Erica Doe
AUTOMATION
ENTERPRISE
PLATFORMS
SENSORS AND
DATA
HUMAN + FINANCIAL
CAPITAL
EXECUTION ENGINES IMPROVE EXPERIENCE LOWERS COST = SUSTAINABLE
EXECUTE THIS THROUGH
ENGINES AND LEADERSHIP

Available capital in
new ways, maturing
marketplace
consolidating.
driving automation
and redefining
economics.
Optimize around
models that
demonstrate
opportunity.
Embracing change
using technology as a
tool for experience
and execution.
Working together with
purpose to earn trust
and collaborate
humanly.
MODELS
FINANCE EXPERIENCES TECHNOLOGY PEOPLE
OPPORTUNITIES &
CHALLENGES IN NEXT
5 YEARS
49

50
WHAT IF
WE CREATE THE FUTURE ?

51
“IDEAS CHANGE
THE WORLD ONLY
WHEN THEY
CHANGE OUR
BEHAVIORS.”
YUVAL HARARI

FUTURE OF FITNESS 2025 KEYNOTE BRYAN OROURKE BEYOND ACTIV SINGAPORE 2025

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