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Playbooks and analysis for coaches, founders, and investors.

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Latest articles

Wellness is eating everything — is your gym invited to dinner?

From REITs to retail to supplements, capital is flooding into wellness from every direction — here's what fitness operators need to do before they're the last ones at the table.

Your Members Are Losing $600 a Year — And Blaming You For It

New research exposes a pricing loyalty trap that's quietly killing retention, and what smart operators are doing right now to fix it.

Your Online Booking System Just Became a Security Vulnerability

AI agents are already hacking gym booking systems — here's what every studio owner needs to do before it happens to theirs.

Vitamin D: Who Actually Needs to Supplement — and Who's Wasting Their Money

We read the guidelines, the meta-analyses and the safety data. Vitamin D is a correction supplement, not a performance supplement — here's how a coach tells the difference, and the script for the client who's already taking 5,000 IU.