Dave Mortensen

hold themselves accountable and what are the tools and resources they need to be able to hold accountable to their fitness journey.

One of the things AI taught us and I always like sharing is let's say someone's coming in two days a week at a health club and they start to come three or four times a week.

What does that mean to you?

You know what the truth is?

That means they're going to cancel.

Ah.

Let me tell you what.

This is what AI taught us.

If I'm coming two days a week, I start coming three or four days a week.

What do I want?

I want more.

And what is more?

More, I want more results.

Now, consumers don't call you and say, I'm going to start coming three or four days a week.

They just start coming three or four days a week.

And if we don't meet them at that point in their journey, what happens is they start coming, but they haven't changed the way they're going to exercise or change the way they're going to consume their fitness and wellness.

And they start to work twice as hard to see very little result.

So then when they and that creates frustration and within that frustration, they go from four down to zero really quick.

Is it our opportunity to meet them in those those pivotal moments in those pivotal changes in their wellness journey to help them succeed in it?

And that's what we're learning to do and get better with each and every day.