I think you are right. As I got to looking at links, it looks like this is an off-shoot of Scientology.
Honest ... I didn’t look it up ....
“Rundown” is a piece of Scientology jargon, and in this context “exercises” smells like one, too.
the idea of ‘Avatars’ is nothing new, always was in the
realm of fantasy, fiction, and some religious connotations.
Basically that one can manifest as a ‘vehicle’ for some
power greater than himself. HBO’s Carnivale series illustrates
this fantasy/fiction brilliantly!
What is new, and new agey, and misleading, is the use of
the word avatar for an online icon to represent a member or
user in a group. They should just call it ‘Icon’.