Welcome!

Blog Feed Post

IHRSA 2014 And How Gary Vaynerchuk’s Message Was The Most Relevant Part Of The Show

If you read my posts and content you might know the street kred I give Gary Vaynerchuk. When I saw IHRSA 2014 included him as a Keynote Friday morning and that I’d get to have some more private interaction with him afterwards, I was stoked. In the end IHRSA 2014 was the best ever for many reasons but mostly Gary's talk which met all of my expectations.

Here are some of Gary’s quotes from his keynote and private talk afterwards at IHRSA 2014:

You better be a media company first because your ability to just advertise is disappearing fast.

Anytime someone says “our data shows” and they are on the wrong side of history its over (referring to how Blockbuster declined to acquire Netflix for $50 Million, more on that story here  ).

When the Blockbuster executives explained why they didn’t want to acquire Netflix they used a variety of “facts” including that customers wanted a Blockbuster “experience”. They believed people liked running into their neighbors at the store and they wanted to purchase popcorn to take home. When I want a movie I want to lay naked in bed and hit a button. (Hearing the description “experience” must have been eery for at least a few health club industry players who use the term as their mantra).

The fastest way to go out of business is to be romantic about the business you are in.

Innovation does not give a crap about you or me.

At least 25% of what you are doing in marketing is dumb crap (referring to marketing in the health club industry and in other industries as well).

Being sorry is sometimes more powerful than the crime.

Health clubs are massively vulnerable to innovation.

Somewhere out there someone is working on an Uber for trainers. Its only a matter of time until it hits the market.

One of the most interesting moments was in the beginning of the keynote when Gary asked who in the crowd knew him. Not many people raised their hands. Given Gary’s views and celebrity I wonder what that might imply.

What Gary Vaynerchuk shared were the facts of a new world, the one we live in, and that's what made his talk most relevant.  As a man who has invested in 75 startups, including Uber and Twitter, among others, he knows what he is talking about, and therefore his insights are quite relevant. There is NO doubt that the health club industry is going through the beginning of a massive revolution involving tremendous disruption, many industries are. I’ve said before that some independent club operators could be compared to independent record store owners in the 1980’s before the advent of technology completely turned the music industry on its head. Some might find that a negative outlook, but I don’t and here’s why.

One of Gary Vee's contemporaries is Malcolm Gladwell, whose recent speech at The Health Care Interoperability Summit earlier this month started off with this:

“But I’m only going to spend a little time talking about healthcare proper – both because I think it’s often more useful to approach some of these issues from an angle by looking at the world outside of the one you’re engaged in – and secondly because I have a rule that I never talk about something my audience knows more about than I do.”

A week before IHRSA Malcolm was addressing issues in the health care arena and his quote is right, it takes an outside view to see what is happening and both he and Vaynerchuk were doing just that in their respective lectures. Gladwell went on to share historic perspectives on everything from McLean’s revolution of the shipping industry to the advent of MP3 as an operability standard for music and how that revolutionized the industry. In each case Gladwell identified that it’s the combined interoperability that has the truly disruptive and exponential effect. The underlying component technology isn’t always a new invention – or exponentially disruptive. (Read more about his speech here on Forbes ). That's why perhaps its sometimes hard to see it coming.

Malcolm’s most relevant point during his speech was that despite the carnage that disruption brings, there is always a silver lining in the end. An example he used was Music stores, a dominate part of the retail landscape (and music experience) that disappeared entirely within about 5 years. By un-tethering music from a rigid distribution model around proprietary formats, music enjoyment and sales exploded. From 2000 to 2010, growth in live performances and album sales both tripled.

I think Gary Vaynerchuk and Malcolm Gladwell were discussing the same views from slightly different angles. Ironically, Gladwell was highlighting how the health care industry needs to work on Interoperability standards, and the same need exists for fitness as well. And to Gary’s point, some group is working on an Uber disruptor today that will , among other innovations, revolutionize the fitness space. The risks are so tremendous to the industry now, yet few are aware of just how threatening it is and while that risk exists for most present players massive opportunities are there for the right ideas . In the end however, this will enable the health and fitness industry to expand exponentially, creating more ways to impact people’s quality of life.

If Vaynerchuk and Gladwell are both sharing similar views about the present and near future for health and fitness you better prepare for what is to come. Disruption is here. Is your business preparing for it ?

What did you think about Gary's speech at IHRSA 2014 ? I'd love to hear your views.

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 .

Read the original blog entry...

More Stories By Bryan O'Rourke

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness companies. He consults with global brands, serves as a member of the GGFA Think Tank, is President of the Fitness Industry Technology Council and a partner in FitmarcIntegerusFitsomo and the Flywheel Group. To learn more contact Bryan here today .

Latest Stories
Microsoft Azure Container Services can be used for container deployment in a variety of ways including support for Orchestrators like Kubernetes, Docker Swarm and Mesos. However, the abstraction for app development that support application self-healing, scaling and so on may not be at the right level. Helm and Draft makes this a lot easier. In this primarily demo-driven session at @DevOpsSummit at 21st Cloud Expo, Raghavan "Rags" Srinivas, a Cloud Solutions Architect/Evangelist at Microsoft, wi...
Containers are rapidly finding their way into enterprise data centers, but change is difficult. How do enterprises transform their architecture with technologies like containers without losing the reliable components of their current solutions? In his session at @DevOpsSummit at 21st Cloud Expo, Tony Campbell, Director, Educational Services at CoreOS, will explore the challenges organizations are facing today as they move to containers and go over how Kubernetes applications can deploy with lega...
SYS-CON Events announced today that Avere Systems, a leading provider of hybrid cloud enablement solutions, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Avere Systems was created by file systems experts determined to reinvent storage by changing the way enterprises thought about and bought storage resources. With decades of experience behind the company’s founders, Avere got its ...
SYS-CON Events announced today that Taica will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. ANSeeN are the measurement electronics maker for X-ray and Gamma-ray and Neutron measurement equipment such as spectrometers, pulse shape analyzer, and CdTe-FPD. For more information, visit http://anseen.com/.
Today most companies are adopting or evaluating container technology - Docker in particular - to speed up application deployment, drive down cost, ease management and make application delivery more flexible overall. As with most new architectures, this dream takes significant work to become a reality. Even when you do get your application componentized enough and packaged properly, there are still challenges for DevOps teams to making the shift to continuous delivery and achieving that reducti...
As you move to the cloud, your network should be efficient, secure, and easy to manage. An enterprise adopting a hybrid or public cloud needs systems and tools that provide: Agility: ability to deliver applications and services faster, even in complex hybrid environments Easier manageability: enable reliable connectivity with complete oversight as the data center network evolves Greater efficiency: eliminate wasted effort while reducing errors and optimize asset utilization Security: imple...
High-velocity engineering teams are applying not only continuous delivery processes, but also lessons in experimentation from established leaders like Amazon, Netflix, and Facebook. These companies have made experimentation a foundation for their release processes, allowing them to try out major feature releases and redesigns within smaller groups before making them broadly available. In his session at 21st Cloud Expo, Brian Lucas, Senior Staff Engineer at Optimizely, will discuss how by using...
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...
SYS-CON Events announced today that Yuasa System will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Yuasa System is introducing a multi-purpose endurance testing system for flexible displays, OLED devices, flexible substrates, flat cables, and films in smartphones, wearables, automobiles, and healthcare.
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
SYS-CON Events announced today that CAST Software will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CAST was founded more than 25 years ago to make the invisible visible. Built around the idea that even the best analytics on the market still leave blind spots for technical teams looking to deliver better software and prevent outages, CAST provides the software intelligence that matter ...
SYS-CON Events announced today that Daiya Industry will exhibit at the Japanese Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Ruby Development Inc. builds new services in short period of time and provides a continuous support of those services based on Ruby on Rails. For more information, please visit https://github.com/RubyDevInc.
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to w...
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busine...
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.