guy thier keynote presentation
DESCRIPTION
TRANSCRIPT
Bally Total Fitness
Technology in Motion
Why Mobile at Bally–Fitness corresponds with freedom, movement and action –Natural environmental and cultural fit–Mobile would amplify the experience and environment
5
Where to BeginObservations: •Members
• Already using mobile while working out• Using social networks to talk about Bally, but not
to engage with Bally• 10% of web visitors using a mobile device
•Employees •Interacting with consumers while in motion, but
then tethered for system access and transactions
•Using mobile in personal lives
6
Culture and Technology
• IT culture needed to change from “order taker” with long implementation cycles to business driver with quick turn around times
• Technology needed to become more interactive, engaging, and supportive of a mobile workforce and consumer
7
Fostering IT Innovation
• Formal innovation processes– Annual IT Innovation Summit– Embedded IT– IT Develop Exploration
• Real results
8
Innovation Process: Annual IT Innovation Summit
• Annual summit involving all IT personnel• Innovation focus areas and teams formed• Research conducted and solutions proposed
by cross-functional teams• Innovation ideas presented to IT leadership
during multi-day innovation summit
9
Innovation Process: Embedded IT
• Permanently embedded IT staff– Provides open communication with all levels of fitness
and call center staff– First hand observation of technology, business
processes and member communications
• Seasonally embedded IT staff– Peak season IT staff embedded in fitness centers– Shared experiences and conversations with fitness
center staff– Post peak season debrief focused on how to improve
technology and processes
10
Innovation Process: IT Developer Exploration
• After the annual innovation summit, block time for developers to explore technology in support of innovation ideas
• Innovation and exploration bandwidth is built into resource allocations on project plans
11
2011 Real Results
• Results Center– 2012 Digital Sign Expo APEX Award Bronze
Medalist
• Mobile Applications– Robust mobile vision– Numerous iPad applications– Employee facing iPhone applications – Consumer facing applications in development
12
2011 Innovation Projects: Results Center
13
• Show a member what their future self would look like if they adopt a healthy lifestyle• Provide members and potential members with a library of exercise videos for major muscle groups
Key Innovation: Large scale interactive video display based upon Microsoft Kinect
Mobile Technology Vision
•Employees interacting with consumers
•Employees interacting with the environment
•Consumers interacting with the environment
•Consumers interacting with employees
•Consumers interacting with each other
•Work anywhere, on any device
14
Employee to ConsumeriPad Apps
– Club Tour– Membership and Personal
Training Presentation– Membership and Personal
Training Sales– Registered Guests– Who is in my club
15
Employee to Environment
iPhone Apps– Facility Maintenance– Workout Equipment
Maintenance– Preventative Maintenance
16
Consumer to Environment
QR Codes on fitness equipment for workout tips or instruction
17
Mobile Web– Guest pass
downloads– Find a club– Group Ex
Schedules
Consumer to EnvironmentiPhone/Android App
– Profile maintenance– Class schedules and details– Membership ID– Order a smoothie
17
Consumer to EnvironmentWiFi Location Awareness (802.11)
– Automatic check-in– Post messages to Facebook– Personalized marketing
18
Consumer to Employee
iPhone/Android App– Find a trainer– Personal trainer interaction
• Fitness advisor• Nutrition advisor
19
Consumer to Consumer - Social
• iPhone/Android – design stages– Find a workout friend– Self-organizing interactive communities based on
workout preferences– Gamification - Competition fostering between
individuals or locations
20
Work Anywhere – On Any Device
• Bally IT is 80% virtual• Employees can work anywhere
on any device using virtual desktops – iPad being the most prevalent
• iPad based executive reporting• Reduced IT office space by 50%• Reduced desktop hardware and
software support by 60%
21
Key Considerations• User Experience is everything
– Augment the environment– Foster interaction without feeling intrusive– Emotions through technology– Common digital language across technologies
• Security – Transactional security– Secure access for consumers
• Vendors– User experience– Experience with similar design goals
22
Enterprise Benefits of Mobile
In locations with new technology:• Juice Bar sales up 100%• Member retention up 10%• Top membership sales in the chain• Reduced maintenance costs and downtime
23
Future of Mobile• Context aware, personalized marketing and
services– How often do I workout and at which location(s)– Where do I spend time in the location– What services do I use (PT, Group Ex)– What products have I purchased– What people have I 'teamed up with'
• Expansive community and social integration• Mobile Intercept App using natural• Private label apps within a container app
24
Summary
25
• Observe the world around you– How are consumers/employees interacting with
other organizations versus your organization– How are consumers/employees interacting with
each other and can your organization facilitate or participate in the conversation
• Use technology to amplify your relationship with consumers