Sibec 2025

The fitness industry is evolving at an unprecedented pace, shaped by global trends, shifting demographics, and emerging technologies. In this keynote, Brian O’Rourke will break down the key forces driving change and what they mean for the future of health and fitness. 
 
O'Rourke will explore how converging trends are creating both challenges and opportunities, the impact of demographic shifts over the next decade, and how economic and business model transformations will redefine success. He will also dive into globalism’s influence on the fitness industry, the role of technology in innovation, and how evolving consumer values and beliefs will shape the way businesses operate.   
 
Walk away with a strategic outlook on what’s ahead and actional insights to position your business for success in 2025 and beyond.  

Dive deeper into the trends presented by Bryan O’Rourke. Each table will engage in open conversation using the keynote as a launch point.

In an ever-changing fitness landscape, staying ahead requires data-driven strategies and forward-thinking leadership. This session brings insights directly from Rex Roundtable members, revealing the top five actions they’re taking to future-proof their business.  
  
Key discussion points include: 

• Exclusive insights from the Rex Retention Study – the industry’s largest study, with nearly 700,000 members surveyed, uncovering two critical trends shaping retention strategies.  
• Lessons from outside the fitness industry. What can we learn from top-performing businesses in other sectors? 
• The growing importance of professional development. Why investing in leadership and staff training is essential for long-term success.  
• Financial Benchmarks that matter – four key financial KPIs with real data from Rex members to help you measure and optimize your business performance. 

Gain actionable takeaways from the most successful operators in the industry, backed by real-world data and proven strategies. 

Today’s fitness consumers expect a tailored experience, and AI is transforming how businesses meet those expectations. This session will dive into how fitness operators can leverage artificial intelligence to customize member journeys, from personalized workouts and recovery plans to predictive engagement strategies that boost retention. Discover how data-driven personalization can create deeper connections and long-term member loyalty.

In a world where the fitness industry evolves at lightning speed, resting on past success is no longer an option. This keynote, inspired by the legendary Babe Ruth's words, is a call to action for fitness business leaders to innovate, adapt, and lead with vision.
We'll explore how yesterday's wins—be it a viral campaign, a best-selling program, or a record membership month—can’t guarantee relevance in today’s market. Consumer behaviors shift. Tech disrupts. Competitors pivot. And what worked before may no longer resonate with the modern fitness consumer.
Through real-world examples, fresh marketing strategies, and forward-thinking operational tactics, attendees will learn how to:

• Break the cycle of repeating outdated playbooks.
• Cultivate a culture of innovation within their teams.
• Leverage data, community trends, and technology to stay ahead.
• Turn agility into a competitive advantage.

This session isn’t about forgetting the past—it’s about building on it with courage, creativity, and clarity. Because in fitness, like in baseball, it’s not the hits you had yesterday that matter. It’s what you do at bat today.