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Playbooks and analysis for coaches, founders, and investors.

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Latest articles

Fitness Money Is Moving. Is Your Business in the Flow?

From a $67M real estate deal to a $10M digital health raise, capital is chasing a very specific kind of fitness operator right now — here's what they all have in common.

Profit, Punches & AI: What Fitness Coaches Must Do Right Now

Six wild industry headlines reveal one uncomfortable truth about where the money — and the danger — is heading in fitness.

Recovery Is the New Rep—And Your Clients Already Know It

From Spotify's AI running coach to Pharrell's skincare line, recovery is eating the fitness industry—here's how coaches can lead the shift before clients leave to find it elsewhere.

The Anabolic Window Is Not a Window. Here's the Evidence — and the Script.

We read the timing meta-analyses, the dose-response curves and the 100-gram tracer study, graded them, and checked what's still being tested. What actually drives your client's result, what doesn't, and exactly what to tell the person clutching a shaker in the car park.