Operation Fitness Personalized Health and Fitness Presented by - - PowerPoint PPT Presentation

Presented by Bishop-Lyons Entertainment

Operation Fitness

Personalized Health and Fitness

Empower people to get in shape by customizing nutrition, health and fitness programs using technology and multiple distribution platforms and venues. Operation Fitness designs, develops, researches, distributes and markets health, fitness, nutritional information and products. We custom tailor programs to reach people of all: ages, lifestyles, interests, physical activities, likes/dislikes and personal goals.

Operation Fitness strives to provide users a one-stop-shop for everything health and fitness. Our service provides customized plans and personalized fitness, health, and nutrition. We bring custom-made health programs into our members’ lives via live training and through our streaming video service from a vast library (―a sort of Netflix of the fitness industry‖).

WHAT IS THE FITNESS INDUSTRY WORTH?

The U.S. weight loss Market is valued at $61 Billion. The global weight loss market is expected to be valued at 586 Billion by 2014.

HOW MANY AMERICANS ARE ONLINE?

Americans online – 245,000,000 Eight in ten internet users have looked for health information online, with increased interest in diet, fitness, drugs, health insurance, experimental treatments, and particular doctors and hospitals. A significantly higher percentage of internet users are going online to find information about exercise and fitness

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the next 12 months hs. According to the study, 54 percent of consumers cite lack

• f motivation as the main reason not to exercise. The

study also found 76 percent exercise alone without the guidance of exercise professionals, and 74 percent of

ARE INTERNET USERS BUYING FITNESS ONLINE?

consumers exercise at home. Fitness technologies can help these consumers assess their fitness level; set realistic, achievable goals; track the amount of physical activity they get each day; monitor their calorie intake; track progress on fitness goals; and ultimately help make the journey more fun and engaging.

Typical user pays about $10 per month for online content. The average expense for those who have paid for content was approximately $47 per month for material they have downloaded or accessed, including both subscription (an average of $12 per month) and individual file access (an average of $22 per month). However, some extremely high-end users pull the average higher, with most purchasers spending about $10 per month.

ARE INTERNET USERS PAYING?

Concerning methods of accessing online content, the majority of the internet users pay for subscription services (23%), versus downloading an individual file (16%), or accessing streaming content (8%).

According to a report from the International Health, Racquet and Sportsclub Association (IHRSA) About 10 percent of current club members were 6 to 17 years old, but that same age group represented almost 18 percent of new members in 2010. Likewise, 18- to 34-year-olds, which made up 30 percent of existing membership, joined clubs last year at the higher rate

• f about 34 percent.

FITNESS CLUB DEMOGRAPHIC

New membership of 35- to 54-year-olds (32 percent) was lower compared to long-term membership (37 percent) in that age bracket. The 2010 new membership figures also showed that the expected boom of Baby Boomers joining health clubs may be still to come. Boomers represented 23 percent of long-term members over 55 years old and only about 16 percent of new members. An opportunity exists to work with a younger demographic in their physical education. Additionally with the Senior demographic we can develop programming to be streamed right into senior homes/facilities.

It is not so much about competition of services or products but of clever marketing and tactics that allow for the company to have a voice amongst all the noise. With our experienced marketing team and tested marketing plan SHAPE UP will launch from a strong foundation one built off of Michael Torchia’s 20 years of experience, clients and fans.

WHAT COMPANIES SHARE THE FITNESS SPACE?

• 1. Made-to-order individualized workout and meal plans, supplements, as well as

fun and diverse online workout sessions including every genre of fitness from kickboxing to yoga.

• 2. Includes both live training from world-renowned health and fitness experts

and a constantly growing video streaming library.

• 3. Customer acquisition model appealing to all ages by using a visual based

survey that provides a detailed health and fitness matrix for each participant. Customer’s metadata can be used to customize product offerings and marketing campaigns to both members and non-members.

• 4. Offers a diverse selection of training and nutrition styles from around the

world such as Judo, Pilates, Dance, etc.

INNOVATIVE OFFERINGS

Our engagement program uses the ―incentive + promotion = adoption‖ model. Engaging visual based, quiz The purpose of the quiz is to gather information on the individual in a fun, interactive way. The results give you a customized workout and nutrition plan free and other various value adds (incentive).

INCENTIVIZING MEMBERSHIP/FITNESS QUIZ

We will push marketing message through our trainers and partners via various marketing tactics to get people to participate and give people free membership for spreading the word (promotion) Free value and access to top trainers and professionals on a personalized level along with tailored marketing (adoption)

The information gathered by the quiz will help us in multiple ways. It’s a resource to help up build custom meal, supplement and workout plans for our members while learning about each individual user.

FOCUS MARKETING

User-metadata/information allows us to create promotional packages specific for each member. For example, it will allow us to match members with what they are most likely to buy. User-metadata/information allows us to follow and predict current and future health trends.

Free members will be able to view their meal plan, sign up for classes (on a per service fee) and buy from our market place. Second level members, who pay a nominal monthly fee, will have access to our constantly expanding video library as well as two personal workout sessions a week.

PERSONALIZED MEMBER PORTALS

Third level members will have all of the above and a larger amount of personal live workout sessions and a discount on any products they purchase from our market place, etc. Operation Fitness will employ ―smart‖ programming and artificial intelligence, which will teach us about each individual member allowing us to message our members with relevant offerings. This software is also potentially patentable.

Operation Fitness trainers will have their own portal space

• r control panel if you will to run their business

Trainers will be able to check their work calendars, consult with other trainers, give their live workouts and drive commerce, all from within their portal.

TRAINER INCENTIVES & PORTALS

Internet training is growing in popularity. Our company is unique in that it provides a vast amount of trainers and disciplines vs. just one or several offerings. If a member wants to have a Judo lesson workout Monday and a yoga style workout Wednesday, this is not only possible, but members can have access to top experts around the world to support them along the way.

LIVE REMOTETRAINING

Members will have access to a constantly growing library

• f health and fitness videos. Our user algorithms will make

suggestions on what types of work outs they might enjoy. In addition, we will have feedback and ratings that will give us further information on each user and the community as a whole. Video streaming will work similar to Netflix or Amazon On Demand.

VIDEO LIBRARY

We will not only license out videos, but we will constantly be developing and producing new content. Users will be able to rate and comment on the videos giving us feedback on what they like and don't like about the content.

Create the best in breed magazine-style interactive web destination that is better than any competitor sites. Execute engagement campaigns that use relevant OPERATION FITNESS content to tie in our core message in an informative way to the consumer. Utilize our team of experts and users to push messaging through Social Media: Facebook, Twitter, etc. Utilize team of experts to push out valuable content out to partner sites

ONLINE STRATEGY

OPERATION FITNESS will create a ―Shape Up Club‖ where members will be able to shop at any of our partner stores with special privileges (i.e. discount savings at any Footlocker outlet). Our network of partners will also drive traffic to our site and we can receive referral fees. Operation fitness brings its own network of partners. The first event is being held in Washington D.C. in mid-January where 80,000 attendees are expected.

PARTNERSHIPS

Introduce multilevel marketing opportunities for fitness and nutrition experts to sell via their own web portal where they can promote themselves to our constantly growing member base and to their personal circle of influence.

MULTI-LEVEL MARKETING

SIX KEY WEB RESOURCES

SCALES / TIMELINES

• - Select VDN and Commerce Platform 1st
• - Select CMS with best fit with VDN and Commerce

Platform

• Zero Build CMS: WordPress, Drupal, etc. Not

.NET based (weak mobile/social)

• - Select web architect based on CMS and VDN
• Utilize virtual resources on oDesk
• Proven effective across 20+ projects
• IP sensitive coding is encapsulated/encrypted
• Preference for pre-made Team on oDesk (or Elance)

Complete separation of design team and web code team Web code team build templates and creates CMS enablement

• Device contexts can be consolidated into PC, Tablet,

Mobile

• LA Team does the digital magazine / design – oDesk

team does plumbing

• Kanban / Agile for cross team communication
• Low cost project manager in Eastern Europe can herd all the cats (already trained and available).

Scalability is inherited from:

• VDN: will use a major provider with multi GB Scale
• CMS: will use a proven large scale CMS (i.e.,

WordPress supports TechCrunch for example) Host provider: RackSpace and GoGrid are cost effective and have off-the-shelf load balancers

• Can start with a VPS at low cost of entry and grow

to dedicated

• Since video storage is non-local, web storage is a complete non-issue
• Payment processing system is non-local and handles 100% of PCI requirements
• Assumes primarily North America – can add Europe &| Asia VPS as needed

• Live training has no scale issues unless it is one-to-many
• Interconnect to FB and social media will be via web

services

• Already throttled by social media site – only

messaging is real time VDN checklist in review

• Research can begin 19 Nov
• eCommerce checklist in review
• Research can begin 19 Nov
• Winners for the above by 28 Nov
• Can put out bid for web architect / team on 29 Nov
• Work can begin 1st week of December
• We can develop, stage and host all at RackSpace

OPERATION FITNESS will work with scientists and formulators to constantly develop new health and fitness products to be introduced both in our online market space and in stores.

SUPPLEMENT & PRODUCT DEVELOPMENT

OPERATION FITNESS provides all types and brands of fitness equipment to meet your every need and

• budget. We are partnered with the most respected brands

in the industry, including Precor, Life Fitness, Cybex, Free Motion, Hoist, Expresso and Power Plate and we’re often the first in the nation to carry their most cutting-edge products.

New, cutting edge, video content will be constantly developed and produced on weekly bases to be made available to members. Bishop Lyons will play a key role in developing unique content that is shaped by the trends of our members.

VIDEO DEVELOPMENT

Purchase/acquire existing fitness and nutrition video libraries. iPhoneApp model (70/30) where trainers can upload their own videos if they meet our standards.

is a quintessential, cutting edge fitness advocate and leader, whether working with children, or adults of any age. To this end, he has created a multi-disciplined, lifestyle conglomerate, the first in its category that focuses on every phase of the lifestyle process including physical fitness and nutritional solutions, along with the design of fitness apparatus and spa centers throughout the world. He now introduces a fresh, effective approach to fitness that helps the entire family create and maintain a healthy lifestyle.

MICHAEL TORCHIA

Torchia’s innovative programs are interactive and direct both children and adults towards achieving

• ptimal fitness levels through age-appropriate exercise and nutritious eating. In the last 25 years,

Michael has been developing systems for safe, highly motivating fitness programs. He began as a competitive bodybuilder, achieving such honors as ―Teenage Mr. New York,‖ ―Teenage Mr. America,‖ ―Mr. Collegiate USA,‖ and ―Mr. California.‖ Michael then became a personal trainer to a succession of executive business suits in New York City. This culminated in the profession of personal trainer to celebrities in Los Angeles with such luminaries as Kevin Spacey, Matt Damon, Al Pacino, Kim Cattrall, Ralph Lauren and John Galliano.

is an award-winning producer and digital media executive with

• ver eighteen years of experience in the entertainment industry.
• Mr. Bishop has expertise across a variety of disciplines including:

marketing and advertising, Interactive media and technology, social media, content development, content creation, entertainment, animation, syndication, licensing and

• nline/traditional distribution.

He is at the forefront of digital convergence, fostering content development, packaging and production partnerships with major media companies, film studios, professional sports organizations,

ANDREW BISHOP / CEO BLE

entertainment marketing and management firms. Prior to his work in the digital media space, Andrew has held a number of senior leadership roles in production and development, forging enduring creative collaborations with artists and studios alike. Partners include: Disney, Universal Studios, MTV , Sony, CBS Paramount, American Greetings and more. Andrew served as Executive Vice President at One Red Room, a Los Angeles-based animation studio with successful series airing on Disney and MTV . Additionally, he served as Vice President of Production at Takoma Entertainment (Newline Cinema's Detroit Rock City), and was Director of Production for David Rotman Productions, working closely with Mr. Rotman on DRAGON HEART, Universal Pictures and FOR BETTER OR WORSE, Castle Rock Entertainment.

David Lyons, President/Executive Producer of Bishop-Lyons Entertainment, is a multi-award winning producer/filmmaker. David is a Producer and Director of Hog Heaven, the internationally syndicated television show in its 6th year on air; as President of Bishop-Lyons Entertainment, he and business partner, Andrew Bishop, have built the company that is one of the most respected in reality television. David's business career started in his early twenties when

DAVID LYONS

he opened Ultimate Bodies Fitness Center in New York, the first of his seven health clubs he owned throughout the US. He became known as one of the best sales trainers and gym managers in the fitness industry prompting him to launch Health & Fitness Consulting in 1988. His company consulted health clubs nationwide, including owners of Gold's Gym franchises, to assist in teaching proper sales, marketing, management and member retention techniques.

Multiple tiple Succ ccessfu essful Exits - $4 Billion in Product & Services Revenue – 10+ Major Company Launches Key Adviso sor to more than 30 Bay Area tech companies on science-based guerrilla marketing automation Vusion

• n HD Inter

ernet net Video:

• : Major ―0 to 60‖ Company launch of

end-to-end SaaS for HD video over Internet Micr croso

• soft:

ft: Interix UNIX platform acquired by Microsoft and deployed as successful Services-4-UNIX L.O.B. Ortiv iva a Wire reless: less:World’s first Mobile Content Delivery Network

• trials with Sprint, Vodafone and Disney Media

GROVER RIGHTER

Kabira: a: VP Marketing eting - 300% Revenue Growth and 75 GSM / CDMA Mobile Operator Customers in 40 Countries Novel ell: l: VP Pro rodu duct cts s - $3 Billion in revenue and 70% Market Share; 1st Internet protocols & LAN annuity models Santa nta Cruz Operation: tion: VP Marketi eting ng - 80% Market Share on Intel, Successful IPO and $650 Million in Sales Grew revenue from $375K to $30 million at Kabira, selling to Vodafone, AT&T Wireless, EDS, Orange

• Recent successful ramp of Ortiva Mobile CDN for mobile TV

, video and mobile advertising to mass market

• Major launch of SMS, MMS and subscription-based mobile Internet and content gateways with Kabira OEM partners
• Mobile payments and pre-paid services for SMS, GPRS, Voice, Dropped-Call and content for 70+ operators
• Monetization of online media using DART, Google Adwords, LightningCast, DoubleClick, 247RealMedia and Atlas
• Proven track record in lead-generation, online advertising, digital media and entertainment business models
• Successful IPO, Product Pricing Strategy and first software as a service (SaaS) subscription for UNIX products at SC

Article regarding consumers purchasing online real and virtual goods (some good stats although mostly old for a recent article) http://www.csulb.edu/journals/jecr/issues/20112/Paper1.pdf examine the simultaneous effects of the product, brand, and vendor trust beliefs on consumers' online intentions http://www.emeraldinsight.com/journals.htm?articleid=1926003&show=abstract (have to purchase) selling web trust http://journals.cluteonline.com/index.php/RBIS/article/view/5394/5479

• nline brand management

http://www.palgrave-journals.com/bm/journal/v19/n1/pdf/bm201128a.pdf personal wellness http://journals.lww.com/acsm- healthfitness/Citation/2011/09000/The_Future_Evolution_of_Employee_Wellness.13.asp

Comparitive online retailing http://journals.cluteonline.com/index.php/JBER/article/view/2863/2911

• nline health communities

http://www.igi-global.com/viewtitlesample.aspx?id=59985 supplements http://www.tandfonline.com/doi/abs/10.1080/10810730.2010.529493 Unint ntend ended ed Consequen quences ces of Health th Supplem plement ent Infor

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tanc nce e of Recogn gnizing izing Consume sumer r Motiv ivation ion http://onlinelibrary.wiley.com/doi/10.1111/j.1745-6606.2011.01200.x/full Dietar ary y Supple plemen ments ts—Reg egulator

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Presented by Bishop-Lyons Entertainment

Operation Fitness

Personalized Health and Fitness