Believe me, all industries and institutions, and in particular the health club, fitness and wellness business, are going through tremendous change, whether one wants to admit to it or not. History tells us that transformative times are met in two ways: as an exciting opportunity for advancement or as a threatening force to the status quo. What people think about change is usually aligned with how much they benefit from the way things are not the way they could be.

When I say that the fitness, wellness and health club industry is wrestling with "Digital Darwinism" "the evolution of consumer behavior when society and technology evolve faster than our ability to adapt", I'm addressing that pull between the future and the past and today I think a lot of that tension lies in misunderstandings around technology. With obesity so rampant and preventable chronic illnesses so pervasive, our modus operandi must change to achieve a brighter future . Achieving this future requires doing things in very different ways . Understanding how to recreate the enterprise around technology platforms is a major part of it.

Other progressive industries are changing the way things are done and learning from them is a good means of exploring the path to this future I refer to. Watch the brief clip below with Burberry CEO Angela Ahrendts, who is creating the ultimate Social Enterprise using salesforce.com, incorporating social and mobile elements across the entire organization, and connecting with employees and customers in a whole new way. Your business is your customer experience and your platform enables organizations to deliver on that experience. As the historian and author Daniel Boorstin said, the greatest obstacle to discovery is not ignorance - it is the illusion of knowledge. We have a lot to learn but its there for those who want to find out how.

About the author:

Bryan O’Rourke is a health club industry expert, technologist, financier, and shareholder and executive in several fitness and health club companies. He consults with numerous global brands, serves as a member of the GGFA Think Tank is Chair of the Medical Fitness Association’s Education Committee and a partner in the Flywheel Group - an expert in salesforce.com development and implementation. To learn more contact Bryan here today .

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