020 How Will The #PHITAct Change Our Industry? - Bryan O'Rourke
Fitness + Technology28 Maalis 2017

020 How Will The #PHITAct Change Our Industry? - Bryan O'Rourke

This legislation has the potential to transform our space and help put prevention in our healthcare system, because as you learn from Bryan, with as much as were doing in the fitness and wellness worlds to reach as many people we can, the reality is that our current healthcare model is broken.

On episode 20 we're learning from the President of FIT-C, Bryan O'Rourke, about one of the most pivotal legislations pending in Congress that has a direct impact on the success and longevity of your fitness business. We're talking about the PHIT Act.

What we have now isn't healthcare, it's sick care.

Make sure to take action after listening to the show by clicking on this link and view the resources below where you can have your voice heard by writing your member of Congress to ensure that activity expenses are covered under pretax medical accounts.

We'll also hear from Bryan about his recent webinar with Club Industry:

"The Five Simple Ways To Use Technology To Increase Revenue" and why he believes that consumers have quickly shifted into becoming more digitally attuned now than ever before, and how smart club owners and operators that focus on omnipresence and various technologies can reach current and future members at their deepest needs.

Bryan O'Rourke serves as president of the Fitness Industry Technology Council, a consortium of leading companies working on technology standards for health and wellness. These organizations collectively serve more than 1,000 fitness facilities, dozens of organizations and more than 5,000 instructor professionals. Bryan is an entrepreneur, investor and former club owner who has worked in the health club and fitness industry with his partners for 18 years. He has presented as a keynote speaker at industry and corporate conferences on four continents.

He is widely published and quoted in periodicals such as Inc. Magazine, the Wall Street Journal and the New York Times, and was recently recognized as one of the top 17 most influential entrepreneurs on Twitter. IHRSA named him one of 13 to watch in 2013. Bryan has recently contributed to a newly released book with other European thought leaders titled "Essentials of Motivation and Behavior Change."

Listen To Episode 020 As Bryan Uncovers
  • The Personal Health Initiative Today Act: What the passage of the #PHITAct will mean for the fitness industry
  • How this legislation incentives people to spend money on exercise and self care by making those expenses tax deductible
  • When the legislation has been re-introduced and what we need to push it through congress
  • Bryan's view on the major discussions in the USA about healthcare reform
  • Why 3/4 of chronic illness comes about though lifestyle choices
  • How you can make your voice heard by asking your congressional representative to pass #PHITAct
  • How industry leaders like Meredith Poppler are championing this incredible legislation
  • How this legislation will cost only one-one thousandths of 1% of the annual federal budget over 10 years
  • What this means to families who need more fitness in their lives: Saving 20-30% on annual physical activity costs
  • What are simple ways to use technology to increase revenue in your fitness business
Top 3 Takeaways From The Show
  • Right now in the United States, the "sick care" system is broken. Our current paradigm is focused on responding to disease and not preventing disease in the first place. Three quarters or more of chronic illness comes about through lifestyle choices, so when we look at how exercise can positively impact human health, getting people to participate in primary prevention for their own health strategy is smart. If we spend our efforts doing that, we can avoid spending billions of dollars on an unsustainable system.
  • Currently, pre-tax medical accounts are primarily used for reimbursement of medical expenses once you become sick. With the #PHITAct, this will allow taxpayers to place up to $2,000 a year in existing pre-tax medical accounts for reimbursement of physical activity expenses. Lower costs will promote active lifestyles and improve the health of Americans. The #PHITAct will put prevention in our healthcare system.
  • Bryan believes there are four key drivers that are impacting reinventions in our industry: changing consumers, advancing technologies, new economics, and globalism. The bottom line is moving more transactions for the health club online to make it both easy for more people to join clubs, and provide a seamless experience for marketing, selling, and servicing members in a truly personalized way, based on who they are.
Power Quote From Bryan

"As the technology goes to the trough of disillusionment and climbs the slope of enlightenment, we will see the market rush to adopt. All business models need to look at a strategic view of what they can do for the near-term around existing business models, and how they can apply technology in a way that can really help with their midterm and long-term strategies." - Bryan O'Rourke on the Fitness + Technology Podcast

"Right now in the United States, the "sick care" system is broken. Our current paradigm is focused on responding to disease and not preventing disease in the first place. Three quarters or more of chronic illness comes about through lifestyle choices, so when we look at how exercise can positively impact human health, getting people to participate in primary prevention for their own health strategy is smart. If we spend our efforts doing that, we can avoid spending billions of dollars on an unsustainable system." - Bryan O'Rourke on the Fitness + Technology Podcast

Resources Mentioned From Bryan Support This Podcast Thanks To Our Outstanding Sponsors

  • Bryan O'Rourke and his family of companies including Vedere Ventures, Integerus Advisors, and many more. If you are looking for unmatched guidance, capital, insights or a great speaker or facilitator, Bryan and his partners are the go to resource for your organization. To learn more visit bryankorourke.com

  • The Fitness Industry Technology Council, your non-profit resource for reliable technology information supported by forward looking brands who are seeking to drive increased technology adoption in the fitness industry. Make a difference and join FIT-C at fittechcouncil.org today

  • Check out Bryan and his partner Robert Dyer's recent book "9 Partnership Principles: A Story of Life Lessons" which is available now on Amazon.com

Jaksot(191)

AI Front Desk: Transforming Frontline Work With Brian Holmes

AI Front Desk: Transforming Frontline Work With Brian Holmes

In this episode of the Fitness + Technology Podcast, Bryan O'Rourke welcomes Brian Holmes, CEO and Founder of AI Front Desk. With hiring, training, and retaining frontline workers becoming increasingly challenging, AI Front Desk offers innovative artificial intelligence solutions that handle complex business tasks directly. By reducing dependence on traditional staffing models, the company helps streamline operations, improve efficiency, and minimize errors. Brian joins Bryan to discuss his company's approach and the practical impact these solutions are having across the industry. One Powerful Quote: 32:05: "Yes you can get to where you want to go. You just won't get there as fast as you want." 4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed: 2:47: Bryan opens the show by sharing Brian's entrepreneurial background. 8:42: Bryan asks Brian about the key lessons that led to the founding of AI Front Desk. 13:47: Bryan discusses the timeline behind launching AI Front Desk. 17:09: Brian addresses common misconceptions about agentic AI. 20:22: Brian outlines some of the core functions that AI Front Desk can perform. 25:33: Brian highlights the biggest challenges organizations face in adopting the technology. 31:20: Brian imparts his final pearls of wisdom to the listeners.  Bullet List of Resources: https://aifrontdesk.com/ Guest Contact Information: brian@aifrontdesk.com https://www.linkedin.com/in/brian-holmes-0a448566/ https://x.com/BrianAIFrontDsk https://www.bryankorourke.com/ https://www.linkedin.com/in/bryankorourke/ http://www.fittechcouncil.org/ https://www.youtube.com/user/bko61163

3 Marras 35min

Key Trends That Will Shape The Global Fitness Industry — Live from FitLife's Club Network Conference With Bryan O'Rourke

Key Trends That Will Shape The Global Fitness Industry — Live from FitLife's Club Network Conference With Bryan O'Rourke

In this episode of the Fitness + Technology Podcast, Bryan O'Rourke shares his keynote presentation delivered live at FitLife's Club Network Conference in Seattle. Bryan explores the key trends transforming the global fitness industry from rapid technological advancements to the evolving importance of human capital. He emphasizes why now is a pivotal moment for leaders to shape the future of fitness. To view Bryan's slide deck, go to: https://www.slideshare.net/slideshow/future-of-fitness-2025-fitlife-club-network-keynote-seattle-2025-bryan-orourke/283944575 One Powerful Quote: 16:54: "Clarity is a superpower." 4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed: 3:34: Bryan gives an introduction to the major trends shaping the fitness industry and their impact on its future direction. 17:38: Bryan shares the opportunities and challenges that will define the next five years in fitness and wellness. 18:48: Bryan discusses the capital and financial shifts in the marketplace. 27:02: Bryan speaks on bridging the digital and physical gap through humanized experiences. 37:06: Bryan talks about business models that are driving innovation in health and fitness services. 44:12: Bryan highlights what's real in understanding the technology and AI hype cycle. 56:46: Bryan explains why people and trust are the most valuable assets today. 1:06:50: Bryan summarizes how translating strategy into execution can lead to meaningful change. Bullet List of Resources: https://fitlifeclubs.com/ Guest Contact Information: https://www.bryankorourke.com/ https://www.linkedin.com/in/bryankorourke/ http://www.fittechcouncil.org/ https://www.youtube.com/user/bko61163

27 Loka 1h 12min

Exploring Integrative Coaching & Wellness Services With Chris Edwards

Exploring Integrative Coaching & Wellness Services With Chris Edwards

In this episode of the Fitness + Technology Podcast, host Bryan O'Rourke welcomes back Chris Edwards, Founder and CEO of TriCore Wellness. TriCore focuses on the integration of technology, health data, and professional coaching to deliver comprehensive wellness solutions for individuals, employees, and organizations. Chris joins Bryan to discuss his business model and share valuable insights on current trends in integrative coaching and wellness services. One Powerful Quote: 7:51: "You have to unlearn before you can relearn." 4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed: 3:23: Chris and Bryan discuss how TriCore supports fitness operators by identifying business challenges and creating solutions that drive opportunities. 10:07: Bryan and Chris talk about exploring the unique challenges and emerging opportunities in wellness service products. 12:57: Bryan and Chris talk about addressing the disconnect between traditional fitness education and the evolving needs and expectations of modern consumers. 15:53: Bryan asks Chris why there hasn't been a fresh perspective on identifying and addressing service gaps in the fitness industry. 20:11: Chris shares closing thoughts and actionable advice for listeners navigating the future of wellness services. Bullet List of Resources: https://tricorewellness.com/ Guest Contact Information: https://www.linkedin.com/in/chris-edwards-367094196/ https://www.bryankorourke.com/ https://www.linkedin.com/in/bryankorourke/ http://www.fittechcouncil.org/ https://www.youtube.com/user/bko61163

8 Syys 24min

Strategic Leadership & Growth at Life Time With Jeff Zwiefel

Strategic Leadership & Growth at Life Time With Jeff Zwiefel

In this episode of the Fitness + Technology Podcast, host Bryan O'Rourke sits down with Jeff Zwiefel, Executive Director of Longevity & Performance at Life Time. With over three decades of leadership in the health, fitness, and wellness industry, Jeff brings a wealth of experience in strategic planning, brand evolution, and operational excellence. As a key architect behind Life Time's transformation into a comprehensive healthy lifestyle company, Jeff shares his perspective on the future of wellness, the role of leadership in culture and innovation, and strategies for advancing health span and performance. Tune in for a powerful conversation filled with insights from one of the industry's most influential leaders. One Powerful Quote: 25:57: "We have two lives, and the second one begins when we realize we only have one." 4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed: 2:04: Bryan opens the conversation with an overview of Jeff's extensive background and career journey. 4:33: The discussion turns to market bifurcation, as Bryan asks Jeff about evolving consumer demands and value delivery. Jeff explains how Life Time has strategically scaled to meet these shifting dynamics. 8:46: Bryan and Jeff explore the role of customer personas and how these insights influence alignment across the entire organization. 11:54: Jeff highlights emerging trends in health and wellness and shares how Life Time is innovating to meet these demands through enhanced service offerings. 17:00: The conversation delves into biotechnology and its growing influence on extending health span and optimizing performance. 20:16: Jeff discusses how Life Time maintains a strong cultural foundation while operating at scale, emphasizing the importance of human connection in large organizations. 24:37: Jeff concludes with key takeaways and lasting insights for listeners, offering wisdom from his decades of leadership in the industry. Bullet List of Resources: https://jeffzwiefel.com/ https://www.lifetime.life/ https://hbr.org/2008/07/putting-the-service-profit-chain-to-work Guest Contact Information: https://www.linkedin.com/in/jeffzwiefel/ https://x.com/JeffZwiefel https://www.bryankorourke.com/ https://www.linkedin.com/in/bryankorourke/ http://www.fittechcouncil.org/ https://www.youtube.com/user/bko61163

4 Elo 29min

Driving Innovation In 3D Design Software With Richard Grönberg

Driving Innovation In 3D Design Software With Richard Grönberg

In this episode of the Fitness + Technology Podcast, host Bryan O'Rourke welcomes Richard Grönberg, Founder and CEO of ECDESIGN — a leading 3D interior design software that empowers sales professionals to quickly plan and visualize any space without the complexity of traditional CAD tools. With over 10,000 companies across 170 countries using the platform, ECDESIGN is transforming how fitness and commercial environments are imagined and brought to life. Tune in as Richard shares insights into the power of design, his business philosophy, and how intuitive planning tools are shaping the future of space visualization in the fitness industry. One Powerful Quote: 18:31: "There are no shortcuts." 4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed: 2:51: Bryan asks Richard about the origins of ECDESIGN and what inspired him to launch the business. 5:25: The conversation shifts to Swedish design and how it influenced Richard's journey into the fitness industry. 7:15: Richard explains how design expectations have evolved and what users now look for when using ECDESIGN. 8:26: Bryan and Richard explore how gaming principles have influenced modern design tools and the role of technology in that transformation. 13:21: Richard shares his approach to leadership, organizational management, and his core business philosophy. 16:20: Richard offers closing thoughts and shares key insights for listeners from his entrepreneurial experience. Bullet List of Resources: https://www.ecdesign.se/ Guest Contact Information: https://www.linkedin.com/in/richard-gronberg/ https://www.bryankorourke.com/ https://www.linkedin.com/in/bryankorourke/ http://www.fittechcouncil.org/ https://www.youtube.com/user/bko61163

1 Heinä 20min

Accelerating Growth In Boutique Fitness With Julian Barnes

Accelerating Growth In Boutique Fitness With Julian Barnes

In this episode of the Fitness + Technology Podcast, host Bryan O'Rourke is joined by Julian Barnes, Co-Founder and CEO of The BFS Network, a market intelligence and growth accelerator for beauty, fitness, and self-care businesses. In his role, Julian serves as a strategic growth advisor, helping BFS members enhance profitability and scale smarter. With a background that includes marketing leadership roles at Velocity Sports Performance and Oasis Day Spa, Julian later co-founded Body Local, NYC's premier networking platform for wellness professionals. Today, he leads BFS, which supports business owners by offering collaborative learning, operational training, and access to high-impact products and services. Tune in as Bryan and Julian explore innovation and the evolving needs of the modern, boutique fitness business. For those who wish to purchase the full BFS Report, use Discount Code FIT-C for $50 off. One Powerful Quote: 38:10: "Focus on the one thing that's the most important thing to get you to the next milestone." 4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed: 1:41: Julian shares his personal journey and background in the fitness industry. 4:13: Julian talks about the lifecycle of boutique fitness and how the industry is evolving. 7:40: Bryan and Julian reflect on the origins of boutique fitness and the iconic brands that shaped the space. 13:50: Julian talks about boutique modalities and the renewed popularity of pilates. 22:59: Julian speaks about the convergence of fitness, recovery, longevity, and beauty. 27:51: Julian offers his perspective on the growing role of strength training. 30:22: Bryan and Julian discuss intermediaries, membership dynamics, and business models. 37:57: Julian imparts his pearls of wisdom to the listeners. Bullet List of Resources: https://bfsnetwork.com/ www.BFSReport.com https://www.slideshare.net/slideshow/the-rise-of-boutique-studio-fitness-concepts/66643673 Guest Contact Information: https://www.linkedin.com/in/julianabarnes/ https://www.bryankorourke.com/ https://www.linkedin.com/in/bryankorourke/ http://www.fittechcouncil.org/ https://www.youtube.com/user/bko61163

30 Kesä 40min

OfferingTree: Building Trust and Tech For Wellness Pros With Eddie Arpin

OfferingTree: Building Trust and Tech For Wellness Pros With Eddie Arpin

In this episode of the Fitness + Technology Podcast, host Bryan O'Rourke is joined by Eddie Arpin, Co-Founder of OfferingTree, a comprehensive website, scheduling, and payment solution designed specifically for wellness professionals. OfferingTree empowers coaches, yoga instructors, personal trainers, mindfulness teachers, and other wellness practitioners by streamlining digital operations, so they can focus on delivering exceptional client experiences. In this conversation, Eddie shares the journey behind OfferingTree, his insights into the evolving needs of wellness professionals, and practical advice on building trust, improving client engagement, and leveraging digital tools effectively. One Powerful Quote: 16:06: "Trust is the most valuable commodity in the world now." 4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed: 2:47: Eddie shares his software background and the origins of OfferingTree. 5:24: Bryan and Eddie talk about common pain points for wellness professionals. 9:37: Bryan asks Eddie about the value and impact of SMS marketing. 12:26: Eddie goes into evolving trends in content strategy and SEO. 14:57: Eddie shares his thoughts on payment processing and earning customer trust. 17:14: Bryan and Eddie discuss why tech stack integration matters more than ever. 25:54: Bryan wraps up the interview with Eddie imparting his final pearls of wisdom. Bullet List of Resources: https://www.offeringtree.com/ https://www.edelman.com/trust/2025/trust-barometer Guest Contact Information: https://www.linkedin.com/in/eddiearpin/ https://x.com/fifth_eddie https://www.bryankorourke.com/ https://www.linkedin.com/in/bryankorourke/ http://www.fittechcouncil.org/ https://www.youtube.com/user/bko61163

21 Kesä 30min

The Future of Fitness LIVE From Beyond Activ With Bryan O'Rourke

The Future of Fitness LIVE From Beyond Activ With Bryan O'Rourke

In this episode of the Fitness + Technology Podcast, Bryan O'Rourke shares his keynote, "The Key Trends Creating Opportunities and Challenges for the Global Fitness Industry in the Next 5 Years" live from Beyond Activ in Singapore. Bryan shares the spotlight for what's next for fitness across the globe — from emerging technologies and programming innovations to finance, business models, and the forces reshaping how to serve members and scale impact. Whether you lead a gym, studio, supplier brand, or digital platform, this talk is designed to challenge your thinking and equip you for what's ahead. To view the slideshow, go to: https://www.slideshare.net/slideshow/future-of-fitness-2025-keynote-bryan-orourke-beyond-activ-singapore-2025/280332550 One Powerful Quote: 7:41: "In a world deluged by irrelevant information, clarity is power." 4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed: 3:09: Bryan opens his keynote with "What if?" and the convergence of macro/micro trends. 7:47: Bryan talks about opportunities and challenges in the next 5 years. 11:31: Bryan articulates on business models as the mainstay configurations for fitness delivery. 15:40: Bryan speaks on biotechnologies and the new social constructs today. 17:40: Bryan defines leadership vision and the processes to execute on it. 19:09: Bryan recaps his presentation. Bullet List of Resources: https://beyondactiv.com/ Guest Contact Information: https://www.bryankorourke.com/ https://www.linkedin.com/in/bryankorourke/ http://www.fittechcouncil.org/ https://www.youtube.com/user/bko61163

10 Kesä 22min

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