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Re embodiment v1
- 1. Meaning Business Embody-meantEmbody-meant A counterpart to virtual livingA counterpart to virtual living
- 2. Meanin gBusiness 2 TopicsTopics The nations Health & Fitness 2000The nations Health & Fitness 2000 DisembodimentDisembodiment Body modelsBody models Rethinking what H&F meansRethinking what H&F means
- 3. Meanin gBusiness 3 Health & Fitness - StatusHealth & Fitness - Status 20002000
- 4. Meanin gBusiness 4 Health & Fitness?Health & Fitness? Health awareness is risingHealth awareness is rising Brits are living longerBrits are living longer but...but... Getting fatter:Getting fatter: 17% of men in 1999 (13% in 1993) 20% of women (16% in 1993) Osteoporosis is increasing:Osteoporosis is increasing: 10% increase per year (source: NOS) Decline in bone-mass-developing exercise
- 5. Meanin gBusiness 5 Health and Fitness paradoxesHealth and Fitness paradoxes Living longer <> mistrusting doctorsLiving longer <> mistrusting doctors High-tech science <> faith in alternativeHigh-tech science <> faith in alternative Nutrition awareness <> junk foodNutrition awareness <> junk food Fitness education <> unfit childrenFitness education <> unfit children Booming H&F <> Brits getting fatterBooming H&F <> Brits getting fatter Mens Health <> 38 average male waistMens Health <> 38 average male waist Know whats right <> do whats wrongKnow whats right <> do whats wrong
- 7. Meanin gBusiness 7 Disembodiment definedDisembodiment defined Dictionary definition:Dictionary definition: Freeing from the body or physical matter. Meaning Business definition:Meaning Business definition: Losing touch with the body Living less physically, more virtually, more remotely
- 8. Meanin gBusiness 8 Disembodiment at workDisembodiment at work Technology, efficiency = lessTechnology, efficiency = less physicalphysical efforteffort Head work replaces body work:Head work replaces body work: robots and machines new jobs = information jobs call centres - 2% of UK workforce computers everywhere Look no hands! VA computersLook no hands! VA computers Presence at work not needed:Presence at work not needed: e-mail, mobile devices work from home EVAs - electronic virtual assistants
- 9. Meanin gBusiness 9 Disembodiment at homeDisembodiment at home Domestic appliances = lessDomestic appliances = less physicalphysical efforteffort Central heatingCentral heating Convenience foodsConvenience foods Remote controlsRemote controls Rising car ownership:Rising car ownership: car used for ever shorter trips roads dangerous drive kids to school On-line shoppingOn-line shopping Telephone sexTelephone sex
- 10. Meanin gBusiness 10 Disembodiment at playDisembodiment at play Less physical activity at school:Less physical activity at school: playing fields sold off/developed curriculum encroaching on PE time Roads + public spaces more dangerousRoads + public spaces more dangerous Exciting immersive entertainment:Exciting immersive entertainment: TV, video, DVD Computer games - home and arcade Internet
- 11. Meanin gBusiness 11 The shape of Brits to come...The shape of Brits to come... Like him? Or like them?
- 12. Meanin gBusiness 12 Disembodiment - sci-fi scenarioDisembodiment - sci-fi scenario The body is increasingly less relevantThe body is increasingly less relevant Physical effort increasingly less the normPhysical effort increasingly less the norm Huge market for magic H&F solutionsHuge market for magic H&F solutions New horizons for pharma + bio-medical:New horizons for pharma + bio-medical: effective therapies for obesity tissue engineering - organs, bones etc. gene reprogramming Runners High in a pill Health and Fitness without the sweat!Health and Fitness without the sweat!
- 13. Meanin gBusiness 13 H&F ThreatsH&F Threats Rush - no time for the clubRush - no time for the club Less tolerance of physical exertion ...Less tolerance of physical exertion ... ... income and fun dont require it... income and fun dont require it Less childhood experience of PE and gymLess childhood experience of PE and gym More expectation of quick, easy fixesMore expectation of quick, easy fixes Acceptance of extra inches - U.S. LeadsAcceptance of extra inches - U.S. Leads DISEMBODIMENTDISEMBODIMENT
- 14. Meanin gBusiness 14 H&F OpportunitiesH&F Opportunities Co-opt technology (as already):Co-opt technology (as already): add entertainment/experience to the grind appeal to Playstation generations Rethink frames of reference:Rethink frames of reference: 1.1. Whats a club?Whats a club? 2.2. Whats a body?Whats a body? 3.3. Whats the context?Whats the context? 4.4. Whats the offer?Whats the offer?
- 15. Meanin gBusiness 15 1:1: Whats a club?Whats a club?
- 16. Meanin gBusiness 16 1: Whats a club?1: Whats a club? Is it the facility + equipment?Is it the facility + equipment? Or is it staff + expertise?Or is it staff + expertise? If its the facility:If its the facility: is 6% penetration the limit? Traffic congestion home kit competing more conveniently? If its the staff and expertise:If its the staff and expertise: scope for creating off-facility, on-site value more motivating to the weak-willed majority easier to spot needs and opportunities
- 17. Meanin gBusiness 17 1. Formalised H&F club role?1. Formalised H&F club role? Health crisis - demographics, funding etc.Health crisis - demographics, funding etc. Cures getting costlier - prevention vitalCures getting costlier - prevention vital H&F industry positive impact on healthH&F industry positive impact on health H&F club usage link-up with insurance :H&F club usage link-up with insurance : health benefit makes insuree a better risk justifies discount on premium incentivise insurees H&F club usage What stops H&F from taking an integralWhat stops H&F from taking an integral rolerole
- 18. Meanin gBusiness 18 2: Whats the body?2: Whats the body?
- 19. Meanin gBusiness 19 2: Whats a body?2: Whats a body? Body:H&F industry = Cars:motor industryBody:H&F industry = Cars:motor industry View varies by era, culture even in Europe:View varies by era, culture even in Europe: France, Italy: Liver Germany: Circulation Britain: Intestines Science extending understanding:Science extending understanding: blurring body-mind divide interaction of complex systems Prevailing body model sets thePrevailing body model sets the agendaagenda
- 20. Meanin gBusiness 20 2: The Body - current H&F view?2: The Body - current H&F view? The Body BeautifulThe Body Beautiful Western, scientificWestern, scientific Mechanical modelMechanical model Pecs, glutes,Pecs, glutes, deltoidsdeltoids DevelopmentDevelopment PerformancePerformance
- 21. Meanin gBusiness 21 2: Another view2: Another view The Qi bodyThe Qi body Chinese, pragmaticChinese, pragmatic Energy modelEnergy model MeridiansMeridians RegulationRegulation BalanceBalance
- 22. Meanin gBusiness 22 2: Another view2: Another view The Subtle bodyThe Subtle body Indian, mysticalIndian, mystical Energy modelEnergy model ChakrasChakras Accumulate energyAccumulate energy RaiseRaise consciousnessconsciousness
- 23. Meanin gBusiness 23 2: New Body-Mind thinking2: New Body-Mind thinking Challenging traditional Body-Mind splitChallenging traditional Body-Mind split Body-Psychotherapy:Body-Psychotherapy: Alexander Technique Bioenergetic Analysis Biosynthesis Bodynamics, Biodynamic Psychology Hakomi Energy Stream and Chiron Body at work:Body at work: office gyms, nap spaces massage breaks <www.workmassage.nl>
- 24. Meanin gBusiness 24 2: What body? - implications2: What body? - implications Power of the mental modelPower of the mental model Model determines:Model determines: what/how we feel about/in our body how we experience it - what it means to us what we do with it what we focus on, what we ignore Growing interest in different body modelsGrowing interest in different body models New ways of experiencing the bodyNew ways of experiencing the body New takes on health and fitnessNew takes on health and fitness
- 25. Meanin gBusiness 25 2: What body? - questions2: What body? - questions The industry frame of body reference?The industry frame of body reference? How far does H&F remit + credibility extend?How far does H&F remit + credibility extend? How far is the industry willing to extend?How far is the industry willing to extend? Potential demand for other body experiences?Potential demand for other body experiences? Who will capitalise on it?Who will capitalise on it?
- 27. Meanin gBusiness 27 3: Perception depends on context3: Perception depends on context e.g. Suntanned:e.g. Suntanned: pre-20th century: peasant, worker post-war: jet-setter 2000: melanoma candidate e.g. Thin:e.g. Thin: before: poor, underfed now: virtuous, fashion model (or anorexic) e.g. Physical tiredness:e.g. Physical tiredness: pre-Information Age: weary end of a days work now: glowing end of a days play
- 28. Meanin gBusiness 28 3. Changed context3. Changed context THENTHEN HealthHealth: pot luck, fallible: pot luck, fallible FoodFood: basic, sufficient: basic, sufficient Body functionBody function: work,: work, locomotion, survivallocomotion, survival ExpectationExpectation: grow old: grow old NOWNOW HealthHealth: fixable: fixable FoodFood: varied, excessive: varied, excessive Body functionBody function: pleasure,: pleasure, attractionattraction ExpectationExpectation: stay young: stay young
- 29. Meanin gBusiness 29 3: Re-embodiment3: Re-embodiment Were still physical beings - still animalsWere still physical beings - still animals New context doesnt change our nature:New context doesnt change our nature: makes physical living less necessary, makes it more difficult, but more valuable Need to reconnect, re-embodyNeed to reconnect, re-embody Clues:Clues: rave and dance culture activity holidays extreme sports
- 30. Meanin gBusiness 30 3: Re-embodiment opportunity3: Re-embodiment opportunity Huge scope for new body attitudes + practiceHuge scope for new body attitudes + practice health appearance feeling H&F industry already up and running:H&F industry already up and running: body experts trusted, familiar, not weird The obvious resource for a new lease of bodyThe obvious resource for a new lease of body life in a disembodied agelife in a disembodied age
- 31. Meanin gBusiness 31 4: Whats the offer?4: Whats the offer?
- 32. Meanin gBusiness 32 4: Whats the H&F offer?4: Whats the H&F offer? 70s-80s : looking good70s-80s : looking good 80s-90s : enhancing health80s-90s : enhancing health 90s-00s : unload stress, invest for 3rd age90s-00s : unload stress, invest for 3rd age Whats next?Whats next?
- 33. Meanin gBusiness 33 Can H&F extend?Can H&F extend? Beyond the hardware?Beyond the hardware? Beyond the bio-mechanical?Beyond the bio-mechanical? Beyond optional to essential?Beyond optional to essential? Beyond the session into everyday life?Beyond the session into everyday life?