Whitepaper by Ian Mullane
In a dynamic and engaging Keynote presentation at the Online canfitpro 2021Online Global Conference & Trade Show on Friday, Keepme founder Ian Mullane offered an exhilarating vision of the fitness future and invaluable insights around how to thrive in it.
Drawing on his recent white paper, The Fitness Future: Rules of Engagement, Mullane provides a breakdown of the overarching trends that are reshaping the way modern consumers approach health and fitness, along with six essential rules that operators must abide by to not only survive, but thrive, in the fitness future.
With the COVID-19 pandemic continuing to accelerate the digitization of fitness, along with the advent of paradigm-shifting technologies like 5G, fitness operators must re-evaluate their role in their members’ daily health and fitness routines. But this is easier said than done. Doing so requires a full understanding of the underlying trends, and an acknowledgement that operators must lean into – not fight – the flow of technology and advancement. In The Fitness Future: Rules of Engagement, Mullane lays these truths bare and shares clear, actionable guidelines that operators can begin to implement immediately.
“Our industry is forever changed,” says Mullane. “Digital transformation has accelerated and so the sector must adapt, and fast. My concern is that, to do so effectively, genuine enthusiasm for technological innovation will be required. Now is the time to march forward with deliberate action and establish our position within the new reality.”
While it is tempting to believe that the industry will soon return to “normal”, it is the operators who act now who stand to flourish in the fitness future. And though the solutions may seem futuristic on the surface, everything outlined in the paper is, in fact, available today to those who choose to act.
The Fitness Future: Rules of Engagement, is available as a free download via Keepme.
Ian Mullane is the founder and CEO of Keepme, a business dedicated to increasing operator revenue through AI-powered insights and tools. With a career that has seen him work with some of the biggest players in FinTech including as Chief Operating Office at Sungard, Ian was also the owner/operator of the fitness business Vanda in Singapore for more than a decade. An economist by training, Ian also holds a Masters in marketing.
