Dave Mortensen

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

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?