GOODLIFE GENETICS __ BY: JARED FOOTE, HOLLY GRAHAM, AYUMI FUKUDA, DREW HERREMA, MANDEEP MANGAT
Arikan, Burak. Antakya Biennial Artists Network. Art21 Magazine, 22 March 2011. http:magazine.art21.org/2011/03/22/turkish-and-other-delights-burak-arikan/antakya-biennial-artists-network-2010-burak-arikan-3b/.
TABLE CONTE
PROJECT BRIEF _
The project consisted of 3 phases: Opportunity Discovery, Expansion, and Application. 1) Opportunity Discovery: Identified, researched, analyzed, and synthesed cultural and societal signals that could further develop into trends. Explored possible trends in a larger context with an emphasis on consumer themes. 2) Expansion: Conceptualized opportunities for the identified trends opportunities that fit the strategic objectives of identified brands, or could significantly add new value to these objectives. 3) Application: Used the strategic model of concept generation, investigated imaginative questions, developed points of departure, and created both user and strategic scenarios - allowing for contextualization of the potential brand opportunities in new technologies, products and services (both experiences and interaction models) not yet existent.
E OF ENTS
_
OPPORTUNITY DISCOVERY • Introduction to Genetity • Signals And Trends
OPPORTUNITY EXPANSION • Introduction to GoodLife Fitness • Service Analysis • Genetity + GoodLife
OPPORTUNITY APPLICATION • Points of departure - Genetic Testing and Data Collection
- Using Mass Data for Clinical Research - Web/App based Personal Profiles - Coach Matching
- Reorganized Gym space based on Genetic Demographics
• User scenario #1: GoodLife Genetity App • Points of departure - NFC Gym Entry And Interaction
• User scenario #2: Gym Experience • Points of departure - GoodLife Branded Supplements • User scenario #3: GoodLife Nutrition • Points of departure - Precisely Tailored Health Programs • Strategic scenario #1: GoodLife Fitness Manager • Points of departure - Personalized Recovery Programs (Physiotherapy) • Strategic scenario #2: Founder and CEO
CONCLUSION
• Service Analysis Comparison • Implementation Time line • References
OPPOR DISC
Diaves, Scott. “Generative Art - Computers, Data, and Humanity�. Generactive, Komhaber Brown, Off Book from PBS Arts, 9 April 2013. http://generactive.net/generative-art-computers-data-and-humanity.
RTUNITY COVERY
_
Gene
Pillemaster. Neurons. Deviantart, 14 December 2011, http://pillemaster.deviantart.com/art/Neurons-274028997
(je´ne
The new application o where it is used for pers human understanding, a people’s socia
etity
ti´tē)
of genetic knowledge sonal identification, deep and profiling to enhance al experience.
BETTER CH PERSONALIZATION
CONNECTION
EFFICIE TREATMENT
DEEP HUMAN UNDERSTANDING
PREVENTION
ANAL
IDENTITY
DIAGNOSIS RECOGNITION
GENE
RESEARCH
HEALTH CARE CARRIER TEST
DOCTOR FIT BIT
MEDICINE
INFANT SCREENING
INSURANCE BABY BUNDLE SOCIETY
TINDR
E-HARMONY
HOICE SIMILARITY
SOCIAL BELONGING
ENCY IMPROVEMENT IDENTIFICATION
GROUPING
LYSIS CLASSIFICATION
TESTING
FORECAST
ETICS
POSSIBILITY
CURE DISEASE
MEMBERSHIP
BEHAVIOR TOOL / USE GOOGLE
FAMILY CONDITION TEST
GOODLIFE FITNESS
DATING
FRIENDSHIP APPLE
ANCESTORY
OPPOR EXPA
“Neurons”. Morgan Page Quick Tips, 21 March 2016, https://mpquicktips.com/2016/03/21/learning-better/.
RTUNITY ANSION
_
Who is GoodLife?
“Our purpose is to give ev to live a fit and
35
50
32
33
46
Me 24
350 Goodlife Fitness Locations 50 Energie Cardio 32 Fit4Less 33 Ecofitness 465 Total GoodLife Locations Members have access to 400 USA locations, through 24 Hour Fitness.
very Canadian the opportunity d healthy good life.�
LARGEST FITNESS COMPANY IN CANADA Over 1,200,000 Members 350+ Clubs Across Canada 14,400+ Associates 3,000+ Corporate Partners
Service Analysis
Corporat Membersh Workplace W Foundat First, 18 Se Packag
se
s
Fitness Institu Membersh
re a
Orthoti
Inc
Membership, with Fre
Co
st
All Clubs, Basic M
Personal Training TRX Team Training
Naturopa Physiotheraphy Acupuncture
Pilates
2 Session, Promo 14 Day Membership Trial
Tennis C
Membership Options
Personal Training Services
te hips Wellness tion ession ge
Health and Wellness Services
ics
d
ee Towel Service
se
a re
Inc
ute Tennis hip
Tra ns
Membership
ac
g, 6 Sessions
tio ns
MyBootCamp
athy Chiropractic Registered Massage Theraphy
Court Fee
Life Changer Hot Yoga Drop In
Conceptualizing Opportun
nity
Overview of Brand Intervent
tion
OPPOR APPLIC
“Futuristic technology abstract background”. Avopix, November 29, 2015, https://avopix.com/tag/premium-videos/bright-future-soft.
RTUNITY CATION
_
POINTS OF DEPARTURE 1
DNA origami refers to a method of manipulating DNA. WiseGeek, Conjecture Corporation, 2016, http://www.wisegeek.com/what-is-dna-origami.htm.
Genetic Testing & Data Collection → Spit sample (yearly) and cheek swab (bi-monthly) will be collected at the gym, and the gym will send it to a third party lab for analysis → Based on release form filled out at registration, the lab will only give approved information to GoodLife, while sending you the full report of your information. → If desired, the user can share the full report given to them with their doctor
POINTS OF DEPARTURE 2
“Top 100 Beers”. Data Looks Dope, November 29, 2015, http://datalooksdope.com/beer.
Use of Collected Data for Clinical Research → Relaying Data to Genetic partner and Research center for good causes
POINTS OF DEPARTURE 3
Neuron. Wallpapers Craft, November 22, 2015, https://wallpaperscraft.com/download/neuron_structure_shapre_connections_cell_15951/3840x2160.
Web and App Accessible Profiles → Your Goodlife Profile/Membership type(s) → Genetic Group and Data → Visualized DNA strand → Connection to members in same genetic group in nearby area → Trainer and trainee view → Disucssion board
POINTS OF DEPARTURE 4
Untitled, November 30, 2015, http://jpazdavis-blog.tumblr.com/.
Coach Matching → Genetic profiling and coach recommendation before program commitment → Trainers Genetic data also stored in the system → Based on the trainee’s Genetic profile: preferences based on motivation and Genetic capability
USER SCENARIO 1
Interaction With the Genet
“Setting up my GoodLife online profile was straightforward
see my genetic profile and how it directly relates to my sat workout, and compare it to my progress.�
The Verge, Fly is a simple video-editing app that lets you shoot from four iPhones at once, November 30, 2015, https://www.theverge.com/2014/6/26/5843332/fly-video-editing-app-iphone-multi-cam-shoot-from-four-iphones-at-once.
tity App
d and rewarding. The app allows me to
tisfaction levels that I record after each
USER SCENARIO 1
Community with Genetity A
“With the GoodLife Genetity app I can see anonymous pro
mine which makes me feel like I belong to a specialized co
nect with each other through the app and are able to disc we experience with our similar workout routines. It makes it really intrigues me to see how others are progressing. If
user, I can use the map to find other non-anonomous mem
my same genetic group whether it be in the park or gym.�
November 30, 2015, https://drscdn.500px.org/photo/37887140/m%3D2048/fcf6ca6bb9a05ce024f9a99f59d1e582.
App App
ofiles of people with similar Genetity to
ommunity. We can anonymously con-
cuss our challenges and achievements the information more than just data, and I chose to become a non-anonymous
mbers around me to work out with from
�
USER SCENARIO 1
24/7 Trainers with the Ge “My favorite part of the app is where I can have real-time
trainers of a similar Genetity to mine when my trainer is un
having, and they can give me advice on how to improve.”
“Bigstock man and woman help silhouette”. ARY ZAuQ, November 30, 2015, http://www.aryzauq.tv/10-quotes-by-hazart-ali-that-will-transform-your-life/bigstock-man-and-woman-help-silhouette-65570248-compressed/.
enetity App conversations with my trainer (or other
navailable) to discuss any issues I am
�
USER SCENARIO 1
Instant Information With
“The app also allows me to track my workout routines for
my trainer is able to look at my progress and adjust my ro will send me a notification so that I can adjust my routine see my trainer.”
“Running and Spirit”. Wellbeing Collective, December 2, 2015, https://www.wellbeingcollective.com.au/runningspirit/.
the Genetity App
r my trainer and I to both look at down the road. This way
outines accordingly. When the routine is changed the app immediately and I don’t have to wait until the next time I
POINTS OF DEPARTURE 5
“Wallpaper Chip, Microchip, Green”. WallpapersCraft, November 27, 2015, https://wallpaperscraft.com/wallpaper/chip_microchip_green_5648.
NFC Gym Entry and Interaction →Gym accessibility through a ‘high five’ NFC band scanner stand when entering → Goodlife membership band with a built in NFC chip which identifies Goodlife Profile and Genetic Data → Interaction with Redesigned Equipment
POINTS OF DEPARTURE 6
“Human Brain Cells Under A Microscope�. Life is Color, December 1, 2015, https://strawberryindigo.wordpress.com/2015/06/03/connected/neurons-human-brain-cells-under-a-microscope-pattern/.
Gym Space Organized Based on Genetic Demographics → Space divided into sections according to possible genetic demographics:
1) Mass/Muscle (Slow Twitch Muscle Fiber Training) 2) Power Lifting (Fast Twitch Muscle Fiber Training) 3) Yoga/Flexibility (Static Muscle Fiber Training) 4) Cardio Training 5) HIIT Training (High-Intensity Interval Training) 6) Circuit Training 7) Bodyweight Resistance Training 8) Boxing/Martial Arts Training
→ Signage and better organization allows for easy navigation and higher TUT (Time Under Tension) and TPI (Time at Peak Intensity) on average per workout.
USER SCENARIO 2
Goodlife Welcome Experien
I finished work for today, so it’s back to the gym grind for
door and notice the small buzzing sensation from my Goo stand and walk though the turnstile.
BT, December 3, 2015, http://home.bt.com/tech-gadgets/tech-news/barclaycards-new-bpay-contactless-wristband-will-make-your-life-so-much-easier-11363989531050.
nce
r me. I walk enthusiastically through the
odlife wristband when I “High-Five� the welcome
USER SCENARIO 2
Goodlife Gym/Training Exp
I get changed and meet up with my trainer right away. We
that I put on Fast-Twitch muscle fibers easily, which make
to become stronger, my Trainer has based my routines ar training, which is better for Slow-Twitch genes. My genet
my trainer has recommended I focus on plant proteins, fis during my workouts. It’s so interesting to know exactly w
Steve. “Beautiful Fit Girl Training at Gym 4k”. I HD Images, December 1, 2015, https://www.ihdimages.com/beautiful-fit-girl-training-at-gym-4k/.
perience
e do a quick review of my profile. My genetics show
es sense; I’ve been a sprinter all my life. Since I want
round powerlifting instead of traditional resistance ics reveal I have issues metabolizing animal fats so
sh, and plenty of carbohydrates to keep me energized hat’s in my body and what will give me the best results.
USER SCENARIO 2
Goodlife Equipment Experi
Today I am at the gym alone and am trying my hardest to
the squat rack and tap my Goodlife wristband on the mirr
made improvements since we last met. Would you like to
select the clean and press exercise. I watch as the scree
exercise. Feeling the cold steel of the bar in my palms, I li
the mirror say “You got it, only 3 more�, but fatigue sets in
mirror and I correct my form to finish my last rep strong, a
Better Man Blueprint, December 5, 2015, https://bettermanblueprint.com/bm-fitness-create-workout-plan-jacques-fagan/.
ience
o remember the tips my trainer taught me. I approach
ror. It’s thrilling to hear “Hi Samantha, I can see you’ve
o review your profile or choose an exercise?” and I
en shows an animation for the proper form for this
ift the bar up and over my head, again and again. I hear
n and my form suffers. My silhouette flashes red in the
and my silhouette flashes a reassuring green.
POINTS OF DEPARTURE 7
Australian National University, November 24, 2015, http://www.anu.edu.au/events/the-case-of-a-nasal-growth-from-the-spine-what-can-autologous-adult-stem-cell-interventions.
Using Holistic Approaches to Improve Health and Wellness → Educating Trainers and Trainees and the positive behavior changes like meditation, spirituality, a balanced lifestyle, proper nutrition and proper sleep. → Understanding how positive changes in behavior lead to positive changes the brain(neuroplasticity) further leading to alterations of genes. → Placing a larger emphasis on WELLNESS → Considering how facilities might be reorganized to accommodate spaces where such behaviors could take place.
USER SCENARIO 3
GoodLife Holistic Area
It was a tough workout, but now I feel loose and clear he
bye he suggests I try meditating today. It will help me est
to the ideal routine for my genes. I head up to the Goodl
I uncurl my mat and perform some light yoga poses befo
To my body, to my emotions, to my goals, and to my tho
Coach Barrow, A pause for the thought on the subject of balance, December 3, 2015, https://www.coachbarrow.com/blog/pause-thought-subject-balance/.
eaded. When I shake my trainer’s hand to say
tablish my newly formed habits and further adapt
life Holistic area and walk past the napping pods.
ore starting my meditation session. I feel connected.
oughts. I know it will help me to improve even more.
POINTS OF DEPARTURE 8
“The Human Body Under the Microscope”. , November 27, 2015, http://discovermagazine.com/galleries/2015/jan-feb/science-beautiful.
GoodLife Branded Genetity Supplements → Recommended based on user goals and genetic profile → Cafe/meal plan designed around genetic information
USER SCENARIO 4
My GoodLife Supplement In
After my workout I head to the Goodlife Café for lunch. T
products catered to my Genetity group and asked if I wa
course I said yes! There was a powder, protein bar, and m
just ordered and gave me the other two samples to take
Biller, Patrick. “Can micro algae mitigate climate change and supply renewable energy?”. http://www.leeds.ac.uk/rtd/pgrconferenceposters2012.
University of Leeds, November 24, 2015,
ntro
The server mentions that they have some new supplement
anted a few free samples. Free stuff is always great, so, of
multivitamin. She added the powder into the smoothie I
e home.
USER SCENARIO 4
The GoodLife Supplement R
Adding these supplements to my daily routine isn’t a hass
can easily add the powder supplement, and I can swap o
vitamin pill once a day is easy enough. Not to mention tha
added supplement to my smoothie is in my member profi
Gajbica.si, November 27, 2015, https://gajbica.si/novice/57/super_hrana_za_super_razpolozenje/.
Routine
sle either. I already have a smoothie every morning, so I
out my usual granola bar with the protein bar, and taking a
at the days I have my breakfast at the GoodLife Cafe the
file so they will automatically know to put it in!
USER SCENARIO 4
I Am In Control
Adding these to my routine makes me feel like I’m more a
know that I can reach my goals even faster now. I love wh brought out of me.
Lionshield, November 28, 2015, http://www.lionshield.holdings/home-health-1/.
actively involved in my own progress. It is comforting to
ho I am, and the potential that the training tools have
POINTS OF DEPARTURE 9
Terentev, Evgeny. “Cells”. Blackjack 3D, November 29, 2015, http://blackjack3d.wixsite.com/portfolio?lightbox=image_1d2i.
Genetically Tailored Health Programs → Personal Training Programs → Small Group Training Classes → Large Group Training Classes → Nutritional/Dietary Guides → Trainer and Instructor “Genetity” certification through canfitpro (owned by owner of GoodLife)
STRATEGIC SCENARIO 1
Fitness Manager
Shortly After Genetity Im
Since offering Genetic services we’ve seen such a turnaro
These services have created new opportunities for our ins
increased hours and shifts. Many find that working for Go physical and intellectual challenges.
Telegraph, November 27, 2015, https://www.telegraph.co.uk/sitemaps/web/generated/web_sitemap_0104.xml.
1
r
mplementation
ound in employee engagement and satisfaction.
structors and personal trainers. They now have
oodlife Fitness provides them with a balance between
STRATEGIC SCENARIO 1
Fitness Manager
Shortly After Genetity Im
Personal training used to be such a hard sell, but throug
es have gained serious momentum. As well, our Person and annual revenue goals.
“Indoor Training Workout Essentials�. Con Estilo TV, November 27, 2015, http://www.conestilotv.com/articles/lifestyle/indoor-training-workout-essentials/.
1
r
mplementation
gh implementing genetic personal training these packag-
nal Training Department is regularly exceeding its monthly
STRATEGIC SCENARIO 1
Fitness Manager
Shortly After Genetity Im
We’ve gained a competitive edge in our recruiting proces
genetic training and offered it through CanFitPro at disco
interested in acquiring this valuable knowledge as it allow
specialty large to small group classes, and private trainin
“Boom Fitness”. Timeout, December 1, 2015, https://www.timeout.com/newyork/sport-fitness/boom-fitness.
1
r
mplementation
ss and employee retention. The CEO, pushed for certified
ounted rates for employees. Many of our new recruits are
ws them greater career growth; from the option to lead
ng.
POINTS OF DEPARTURE 10
“Spinal Stenosis”. Spine Surgery, Spine Surgery Center of Excellence, 2016, http://spinesurgeonmd.com/spinal-stenosis
Personalized Recovery Programs → Different genetic groups respond differently to injuries (healing time of bones, muscles, tendons, inflammation, etc.) → Suggestions based off of genetic drug response → Tailored approach to heal injuries with Goodlife physiotherapists → Informative sessions on connection between personal genetics and cognitive well-being
STRATEGIC SCENARIO 2
GoodLife CEO
January 10th, 2021 Over the past decade, Goodlife Fitness has experienced
around 300 locations in 2010 to 4 30 by the end of 2021.
ing the popular new science of genetic information. Thro
port of their DNA. This data will guide the customer in se
workout, and nutritional snack that will be most effective
“Goodlife Founder and CEO David ‘Patch’ Patchell-Evans lands at Toronto Pearson to launch the newest GoodLife Fitness Club”. Newswire, Goodlif http://www.newswire.ca/news-releases/goodlife-fitness-toronto-pearson-club-opens-tomorrow-october-16-2013-513104141.html.
2
O
incredible growth within the Canadian market – from
. The major contributor to our success has been adapt-
ough genetic testing, a new member receives a full re-
electing their gym experience: the type of equipment,
e.
fe Fitness, 15 October 2013,
STRATEGIC SCENARIO 2
GoodLife CEO
January 10th, 2021
Additionally, we have developed a Genetic Recovery prog
mographic: those with injuries, who are suffering and una
sponds differently to injuries and requires a tailored appro
Personally, I feel a great sense of satisfaction through offe
Fitness began back in 1979 when I had a motorcycle acc
“Goodlife Founder and CEO David ‘Patch’ Patchell-Evans lands at Toronto Pearson to launch the newest GoodLife Fitness Club”. Newswire, Goodlif http://www.newswire.ca/news-releases/goodlife-fitness-toronto-pearson-club-opens-tomorrow-october-16-2013-513104141.html.
2
O
gram, through which we are now able to aid a new de-
able to find a permanent solution. Each genetic group re-
oach to healing that our physiotherapists can now offer.
ering this program - after all, my journey with Goodlife
cident.
fe Fitness, 15 October 2013,
STRATEGIC SCENARIO 2
GoodLife CEO
January 10th, 2021
Another milestone for us has been a significant increase i
that of the national average. This is a strong indication th
life Fitness. Customers are empowered and able to unde had adopted genetic information into our programs.
“Goodlife Founder and CEO David ‘Patch’ Patchell-Evans lands at Toronto Pearson to launch the newest GoodLife Fitness Club”. Newswire, Goodlif http://www.newswire.ca/news-releases/goodlife-fitness-toronto-pearson-club-opens-tomorrow-october-16-2013-513104141.html.
2
O
in customer retention: a yearly churn rate of 20% – half
hat Canadians are experiencing greater value from Good-
ertake their fitness goals with greater agency since we
fe Fitness, 15 October 2013,
STRATEGIC SCENARIO 2
GoodLife CEO
January 10th, 2021
Additionally, we made available a web-based app that al
extended feeling of accomplishment and reminder of the
past decade we have seen great acceleration toward ou reached 1/34 Canadians, our goal will be soon realized.
“Leadership�. You inc., December 3, 2015, https://youinc.com/content/leadership/game-changer-profiles-david-patchell-evans-ceo-founder-goodlife-fitness.
2
O
llows members to view their progress, giving them an
eir fitness goals long after they’ve left the gym. In the
ur goal of reaching 1/30 Canadians as members. Having
CONCL
Krat, Aryst. “Cyber Warfare”. Deviant Art, December 5, 2015, http://orig02.deviantart.net/949c/f/2013/022/c/7/cyber_warfare_by_aryst0krat-d5seed4.png.
LUSION
_
Summary
Corpo Membe
Workpla
Founda 18 Sessio
se
s
Fitness In Memb
re a
Or
Inc
Membership, wit
Co st
All Clubs, Ba
Personal Tra TRX Team Training
Natu Physiotheraphy Acupuncture
Pilates
2 Session, Promo 14 Day Membership Trial
Ten
Reorganized gym space based on genetic demogr
Membership Options
Personal Training Services
Health and Wellness Services
orate erships
ace Wellness
Genetity Synthesized
ation First, on Package
rthotics
se
a re
Inc
nstitute Tennis bership
d
th Free Towel Service
Tra ns
asic Membership
ac
aining, 6 Sessions
n tio
MyBootCamp
s
uropathy Chiropractic Registered Massage Theraphy
nnis Court Fee
raphics
Life Changer Hot Yoga Drop In Creation of holistic space
Summary
Corpo Membe
Workpla
Founda Personalized 18 Sessio
re a
se
s
Fitness In Memb Genetity Can Or
Inc
Membership, wit
Co st
All Clubs, Ba
Personal Tra TRX Team Training
Natu Data collection Physiotheraphy Acupuncture
Pilates
2 Session, Promo NFC Embed Supplements/Cafe 14 Day Membership Trial
Ten
Reorganized gym space based on genetic demogr
Membership Options
Personal Training Services
Health and Wellness Services
orate erships
ace Wellness
Genetity Synthesized
ation First, Plans d Recovery on Package
New Applications
se
a re
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nstitute Tennis bership nFitPro Certification rthotics
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th Free Towel Service
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dded Wristband
nnis Court Fee
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Life Changer Goodlife AppIn HotFitness Yoga Drop Creation of holistic space
Conclusion
References
Brown, Alex. “Chapter 6 Class Notes”. University of Delaware, [n.d.]. Web. 26 Oct. 2015. “Departments & Programs.” Departments & Programs. N.p., n.d. Web. 27 Oct. 2015. “DNA Genetic Testing & Analysis”. 23andMe, Inc., 2015. Web. 25 Oct. 2015. “GoodLife Fitness”. GoodLife Fitness, 2014. Web. 24 Oct. 2015. “Ikea, The Future of Kitchens”. The Future Laboratory. Print. 8 Dec. 2010. Imtiaz, and Ahmad, Shakil. “The Impact of Stress on Employee Productivity, Performance, and Turnover; An Important Managerial Issue”. Academia.edu, Nov. 2012. Web. 25 Oct. 2015. Pai, A. “Two Small Studies Show Positive Results for Tracking Symptoms via Apps.” Mobi Health News. N.p., 22 Oct.2015. Web. 27 Oct. 2015.
Park, L. G., J. Howie-Esquivel, and K. Dracup. “Electronic Measurement of Medication Adherence.”Western Journal of Nursing Research 37.1 (2014): 28-49. Web. “Personal Training”. GoodLife Fitness, 2014. Web. 24 Oct. 2015. Reynolds, Gretchen. “Are You Likely to Respond to Exercise?”. The New York Times Company, Oct. 2012. Web. 24 Oct. 2015. “The Lululemon Manifesto”. Lululemon Athletica, 2015. Web. 26 Oct. 2015. Vermeire, E., H. Hearnshaw, P. Van Royen, and J. Denekens. “Patient Adherence to Treatment: Three Decades of Research.A Comprehensive Review.” J Clin Pharm Ther Journal of Clinical Pharmacy and Therapeutics 26.5 (2001): 331-42. Web.