Dave Mortensen

We throw them back and forth everything else and make it great.

But what we had, the problem was, is on the bottom of that ball pit, there were a lot of balls getting stepped on.

crunched oh stuffed in a corner ignored and that was we were losing them out of the bottom of the bucket so imagine if we no longer have a ball pit we're jumping in it's more like a ball hopper where ai teaches us who to talk to when to talk to them and how to talk to them so it gets shot to us in a way that says this person needs this kind of personal care and touch

And that's where AI is going to be an enhancement to the fitness industry.

It's really managing the behavior of our customers better so we can meet their needs where they are at any point in time in the journey.

Everyone gets enamored with the new thing coming in the fitness industry.

Whatever maybe GOP wants is a big conversation in the fitness industry.

How do we ignite and balance that relationship with people on weight loss medication?

There's ways to do that as well.

Or it's the new workout, the new exercise, the new piece of equipment, whatever it is.

But I'll tell you, fitness has figured out how to get people in shape for a very, very long time.

What we have not done is figured a way to...

deepen the relationships with customers to help them in their journey through the hard times.

And that's the next level of fitness is really being able to meet them 168 hours out of a week, right?

We only are going to see them two to three times.

Now, we can ignite our touch points with our customers throughout the week, pending on their wellness journey.

We're going to have a better success ratio of helping them succeed in

in their weight loss or their weight gain or whatever fitness goals they have.

Accountability is essential, and that's part of holding yourself accountable, number one, but holding others accountable.

From a consumer lens-wise, it's really helping them understand