GENETITY For Goodlife // Strategic Foresight

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

FACEBOOK

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

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Membership, with Fre

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All Clubs, Basic M

Personal Training TRX Team Training

Naturopa Physiotheraphy Acupuncture

Pilates

2 Session, Promo 14 Day Membership Trial

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Membership Options

Personal Training Services

te hips Wellness tion ession ge

Health and Wellness Services

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Conceptualizing Opportun

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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

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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

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Conclusion

References

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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.