Dave Mortensen

I use the McDonald's theory all the time.

You remember the McDonald's ball pit?

Yeah.

Where you put your kids in, everyone loves it.

Well, that's what the fitness industry has been for, you know, centuries where you jump into the ball pit and you had all these people think of every one of those balls as members of your club.

And we were really good at grabbing the ones on the top and giving them love and showing them care.

And we had these great stories about them and we loved it.

Right.

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...