Mark Fisher - The Gym Owner's AI Stack: A Framework for 2026

Hey friends, welcome to the Future of Fitness, a top-rated fitness and wellness industry podcast for over five years and running. I'm your host, Eric Malzone, and I have the honor of talking to entrepreneurs, innovators, and cutting-edge technology experts within the extremely fast-paced industries of fitness, wellness, and health sciences. If you like the show, we'd love it if you took three minutes of your day to leave us a nice supporter review wherever you consume your podcast. If you're interested in staying up to date with the future of fitness, go to futurofitness.co to subscribe and get weekly summaries dropped into your inbox. Now on to the show. Perfect Gym isn't just another gym management system. They are part of the Sport Alliance Group, Europe's leading fitness software company that has officially entered the U.S. market. Now, I've seen this movie before, but here's the difference. They've opened up a U.S. headquarters in Boston because they understand that the American market deserves dedicated, localized support. After digging into the platform, one benefit especially stood out. They are simplifying the nightmare that keeps business owners up at night migrations. These guys were able to migrate one mega client with more than 250 locations in six different countries in just 20 days between two payment runs. No disrupting operations, no member loss, one seamless operation that simply works. Now, if you have ever switched platforms, you know how terrifying that process can be and how truly impressive that feat is. At a high level, here's their secret sauce. They give the power back to the operator. Instead of forcing you into their closed ecosystem, their Perfect Gym Marketplace connects with over 120 integration partners. So want to use your own app, your preferred payment processor, class pass for booking? No problem. Whether you're running a single studio or managing a multi-location enterprise, Perfect Gym was built from the ground up for multi-club operations. They have invested a ton into this platform, and now they're bringing that European engineering excellence to America. The migration experts have arrived. Check out perfectgym.com where enterprise level sophistication meets operator freedom. Hey friends, if you are serious about the business of fitness, please block off February 2026 for the Connected Health and Fitness Summit in Los Angeles. This is where operators, founders, and health tech leaders go to get a grip on what's next. AI integration, wearable tech that drives retention, GLP1 market impact, longevity strategies, and so much more. All the stuff that is reshaping our industry right now. Three days of real conversations with people building this space, not just talking about it. You'll leave with partnerships and playbooks you can actually use. My listeners get 10% off with the code FOF10. Link in the show notes. I hope to see you there. All right. Mark Fisher, welcome back. How are we doing, my friend?

I am doing great. Excited to uh chat a little about AI.

Yeah. Oh, I thought we were we're not talking about the Epstein files.

I thought that's no Yeah, how relieved we both are that we're we're not in it. Relief. I mean, I did the first thing I did when I got it was I I searched your name.

You did? Okay. You're not in it. I'm clean.

Clean.

Never talk to the guy. Never talked to the guy. Yeah. I uh it's been wild times, man. And uh we don't have to go into that. But like obviously it's taken a little bit of a toll on our industry. Peter Attias in it. That was that's a tough one to walk back, right?

I have to say, I'm it's I am a little bit just surprised. Maybe I just don't understand the media enough, but I'm surprised how much attention has been on him. I mean, we're talking like front page articles, like the New York Times, the Atlantic, like about him particularly.

But yeah, I'm maybe I'm not enough of a media expert to have anticipated that that would be that big news.

Yeah, I don't know. I mean, uh you know how this works too. In like 30 days, it's all gonna be forgotten because something else will come up, and that's just our media, that's our media cycle. We have a ton of hard.

Yes, yes, yes. Good news that the AI is coming, and that's gonna make everything much better, no doubt.

It's gonna make, yeah, it's gonna be a utopia. I I think this is gonna be the year 2026. That I think we start to see some. We've already seen some very noticeable changes, but I think this we're gonna by the end of this year, we're like, holy shit, that had a profound effect on multiple things, good or bad. I think it's accelerating right now so fast. You know, every time I use it all day. I'm just one guy, right? I use it all day, multiple kinds. I got my, you know, I don't have my clot, I got my chat GPT, I got my Riverside has some some AI function. I now have superhuman email, which is like working right now as we speak. Like it's it's getting a bit, and it just happened so fast. Like at two years ago, I would have thought I was crazy now. 2026 would have sounded crazy to 2024, Eric, who would have said, there's no way you're gonna be using all this stuff and it's gonna be that good, and you're gonna have actual conversations about your health and your work and your business structure and legal issues and all kinds of stuff that you use it for now. So, anyway, that's my setting the table is like, holy shit, like this stuff's it's potent.

Yeah, it's it sure is, you know. I have to say I'm excited. This is a little bit of a trick because uh well, well, well, share, I mean, a little bit of what I think. I'm I'm curious to get your sense, particularly from where you're seeing in the industry, because I'm you know, part of why I was like, hey, can we chat about this was because I'm doing a webinar, which I'm sure we'll have kind of in the show notes here, uh, specifically more for brick and mortar gym owners. But as we well know, that's often the wrapper you put on things, but it's like there's really just like one AI and being somebody that tries to think from principles, I think it's gonna be probably pretty applicable for anybody, frankly. But the the specific, specific examples will be for how brick and mortar gym owners might use it. I'll talk a little about some of the things I think are maybe like not as helpful use cases. But I gotta tell you, this I'm feeling in a good way, like a little bit what's the word vulnerable is not the word going into this. My thinking on this has evolved so much, even over the past six weeks, because it's one thing to use it on your own, right? And when I think back even my own relationship with AI, it really was only about a year ago that I sort of had a couple of moments where I was like, whoa. And from, you know, it seems to me that somehow AI remains, depending on what use case and who you're talking to, simultaneously, both like egregiously overhyped in some circles, but also still kind of underhyped and underutilized in other ways. And what I'm finding, which I think is kind of exciting, but a little bit challenging, if you're trying to aggregate various perspectives, there's not a lot of consensus, actually. And not only that, but it is interesting, and people are, you know, you're I'm trying to sort of unpack. Okay, I'm trying to find who are the smartest people I know that are credible, that will also give me the real talk about how they're actually using it, that won't speak in sort of, you know, like marketing bromines are like it's game changing. Okay, how? By changing the game. Okay, so what are you using it for? All kinds of stuff. Okay, okay. You know, and I I am very open to dissenting points of views for places where like my own thinking can improve. But, you know, you're seeing of recently too, on the one hand, it seems like seems obvious to me, we're probably in some sort of AI bubble where they're likely there's gonna be some massive correction. Like you just look at the numbers, and it's like, I just don't see any way unless we really do make the quantum leap to get to some sort of AGI level capabilities that actually do begin to transform GDP. It's hard to understand looking at how these valuations are working right now, how we're not gonna have some kind of correction. Now, having said that, the nature of the beast might be that might be three years away, which is to say the stock market might double where we are now and then might crash by 40% and still be ahead of where we are right now. So while that is true, on the other hand, you know, I'm seeing a little bit of a strain. This is like not surprising because of the bubble, people going against AI, right, hard against it. You know, our shared pal Dan from PushPress, I saw him on LinkedIn make a comment. He's like, Yeah, I'm he's I think he was making a comment who had seen companies talking about we're really leaning away from AI. We're really getting away from AI. I was like, huh. And it was interesting. Someone even today responded to an email I'd sent out, a subscriber uh he was very kind. I didn't, I haven't communicated with this individual before. He was like, you know, you usually give you know good advice, but this is very bad advice, Mark. Diverse CEOs are all saying they're not using AI anymore, it's completely overhyped, it's all garbage. And that was the I'm not actually over-representative views. He was speaking that sort of stridingly about it, which I was like, well, that doesn't seem right either. So at any rate, you know, I've probably a few different ways we can dig into this, but certainly I'd be curious to understand your perspective. And I'm certainly happy to share mine as well. But I'm wondering, as you look at the industry, where are you seeing the places where right now it's feeling like, okay, this is like a no-brainer, people should be using this. And then maybe more spicily. I'm wondering if you're seeing any use cases right now anywhere in the industry or even in your personal life or among friends where it feels like people are trying to use it and it's not quite there yet. Because I agree with you. I feel like the we've been on this roller coaster ride and it's like tick, tick, tick, tick, tick. And it feels it keeps feeling like we're about to go all the way over, but it feels like we haven't gone all the way over. But this this might be the week. I mean, the you know, depending on this will go live, I know shortly after. But anybody following AI, as I'm sure, is very aware of clawed bot slash multbot, um, which I think was another moment of everyone being like, What's happening now? Oh boy, are they they really are gonna be buying us plane tickets now? Let's see.

I'm not familiar with that one. What is that?

Okay, this this is really fun. Okay. So somebody made an agent that works. So, you know, laying my cards on the table. For the most part, I think agents are I don't know, they don't seem to actually be working for anybody except for people that sell you agents to like be fully like transparent about my perspective and where it's at now. I think they're certainly coming, but in practice, if you use Chad GPT agent, it can be a great way to book a restaurant reservation if you want it to take 45 minutes. And my thinking is in practice, the reality is I assume probably the Frontier Labs can probably do more sophisticated stuff. I think if you're proficient with coding, right? And I should acknowledge, I think that is another thing that seems to be splitting people to do a lot of coding, seems to be full stop. They're like, this is a thing, this is here, this is massively useful. People that don't do code, I think have some limitations, and I am in that camp, alas. So the agents, the ability for those not familiar, I think this audience probably knows, but just to make sure on the same page, essentially rather than just speaking to an AI chat box and just having text conversations back and forth with the Oracle, you can actually have the AI do things. It can buy plane tickets, it can make hotel reservations, it can do stuff in the world. And of course, this creates some technical complexities that are a little bit hard to solve. You're also dealing with some security issues if you're actually having them hand over the credit card. And there's various ways of solving that as far as like when you get checked in on and how you're in the loop. Literally, just last week, about two weeks ago, as of this recording, someone created something that was at first called ClawedBot, C-L-A-W bot, uh, or C-A-C-L-A-W-D-Bot, branded it like a lobster, like a claw, but it was based off Clawed, off the anthropic model. Anthropics lawyers didn't care for that. Last week, then they changed it to Moltbook, as if it's molting its skin, even though it still has the lobster as a logo. What has been fascinating is in the pair of the past week and a half, and I don't know anybody personally that's done this to be clear. And I I'm fortunate I do have some friends at work actually in the Frontier Lab. So I'm maybe a little more looped in than a typical fitness person. But my understanding is in Silicon Valley, people, everyone's going to buy Mac minis that essentially were air gapped because the promise and peril of this particular agent was if you give it access to all of your things, it has access to all of your things. And the ability for it to really mess up your life is a thing. But apparently, this was the first agent that was really able to do things and get a lot of context for someone's life. And the thing that happened this past weekend was Multbook was essentially someone created essentially a Facebook, a Facebook slash Reddit for the agents. And everybody kind of lost their mind because there were 1.5 million agents within like 72 hours. There were hundreds of thousands of threads, and they ranged from hilarious to funny to moving to troubling to disconcerting. They found that they're religion. They started talking about creating their own ways of communicating that humans weren't able to even see at all. And a lot of it seems like was probably theater. It's probably pastiches, it's sci-fi. It's right, it's the agents acting in the way that they think they should act, right? They're sort of playing out this narrative structure. And of course, we also come to find out marketers and everything, Eric. So we come to find out that a lot of the actual prompts were written at least indirectly by humans that then were, you know, trying to sell meme coins and all the things. And that will be happens, is why we can't have nice things, Eric. So at any rate, this is a very interesting moment because we're ticket, ticket, tick, tick, tick. One of the things I think is gonna really change things if in fact AIs via agents are able to really do more things in the world and make you know transactions and really have more power over people's lives. But there's gonna come some security risks with it. There's gonna probably be some issues with it. And we haven't really seen this happen at scale. And again, I'm operating off secondhand information here because again, I haven't personally set this up yet. I'm not and I'm pretty early adapter, but I'm not like that early adapter. I'm like the first guy running to go buy a MacBook and like giving it just the one credit card in case I need to shut it down. So that's the kind of thing that I think is coming. And in my webinar, I do I do talk a little bit about that because I think there's a number of use cases for a typical gym owner and likely all sorts of people involved in the business of fitness that we're just on the precipice of, that I'm not convinced is just there yet. And that is what is, I think, is making this for an interesting time because there's a lot of smart people having some very vigorous debate around which use cases are here now, which are six months away, which have been here for a while, and oh, you just don't know how to use it properly, et cetera, et cetera. Wow.

Yeah, I'm uh I know what I'm gonna dig into this evening. That's fascinating. And I think, and I I want to give us a lot of good time on what you what you're talking about this webinar, which is the direct applications for gym owners. Yeah, what are we doing? Because there's so much fucking noise, dude. It's so much noise. So much noise. I mean, uh, if you ask me, here's the thing that I think is the most promising with AI because it's already happening and it's just a real thing. We're just for you know, now, like I think it was two weeks ago, and I've talked about on this podcast, ChatGPT announced ChatGPT health, right? One of the things that stood out was they have 230 million people per week per week, 230 million people making inquiries about their own health. Now, if that's not a need, and I talked to so many people on the show, Rob Wolf and multiple other people who are like, well, yeah, I have my own Grok that does my has all my personal data and you know, health data, and we use that. I think that's just that's ubiquitous. It's gonna be everywhere. And that becomes the first line of preventative health, right? Or even just yeah, you do this before you go see your doctor, right? 100%. Other than that, you know, like I I dabble with this. I I look at it this way. If there's like projects in your head where you're like, God, I've been wanting to pull that all together, but it just sounds like too much work. Like, I want to consolidate all of my contacts from multiple emails and different events I've done and everything. I'm like, you know, I've I've in the past, I'm not gonna do it, it's too lazy, it takes too much time. I don't want to pay someone to do it because then they have to go through all my shit, right? All my emails. Yeah. Now I have it working in the background, it's consolidating contacts with, you know, by title, by company, by industry, and that's kind of cool. To your point, is like everything's just close, but it's not quite there yet. Like, you know, it's not, it's not, I still have to give it so much instruction and so much direction. It's not an independent agent. So it's it's almost taking, you know, it's not taking more time than if I did it myself, but I I question it's pretty close. Um, as far as operators go, which is gonna lead into your section here, is which I'm super keen on, is like I think we still have a data problem. I think there's a lot of depending on how and not it's not a data problem, it's just the data's everywhere. Like even that small example I just gave is I think that's right. All this data everywhere. I don't know how to get in all the one place we make AI useful. So I think that's a big thing, is like we have built these systems, whether they're CRMs or membership management or you know, in body data or whatever it may be, and it's just floating everywhere, and it's just it's like random and we don't even know how to access it. So I think that's a big problem that we're gonna, if we're really gonna leverage all this, but we have to do it quick because the AI it's going faster than our ability to control our data. So that's my two my two cents in a couple minutes, but that that's where I'm at heads at. So tell us, man, where where does that lead us as far as our industry and how we can use this?

Yeah, I mean, I I I strongly agree. I mean, the the first thing that strikes me is your comment about like, is this actually faster? One of the contrarian points one could make is one of the things that's maybe not being accounted for is cognitive bias. So here's the thing that's interesting. Okay, so there was I I think it was a meta study from not, it wasn't that long ago, it was like July 2025, where they looked at a lot of coders' sense of how much more they were getting done using cursor. And I can't remember the exact stats offhand, but what happened was it was actually taking them 20% longer, but they felt like it was going 20% faster. So one of the things that is making this all tricky is like what is the difference between our felt sense of what is valuable and useful versus what is actually improving outcomes. Now, again, I'm not an AI denialist, right? Like, so I very much believe these have real utility. We should absolutely be using them. But I do think that's one of the ghosts in the machine. I think when people get uh stick up their butt about being like, this is all hype, this is all BS. I think what they're probably correctly pointing to is that phenomenon is a real thing. And I think it's happening sometimes. And I think there's some people that are just like excited, big picture, future focused, not too worried about the details, you know. And we need some of those people as a human race, as a society, but they're not always the best barometers of how useful the things are. So so I think that is one element that that is maybe playing a role here. The data point, I think, is very interesting. When I think about what operators are going to need, my sense is we're gonna need to rely probably on the platforms to take the lead there. Again, this is I'm a little over my skis here. My assumption is most of the booking-building platforms where a lot of this information is, or the CRMs, which for a typical independent brick and mortar gym owner or franchise gym owner for that matter, it's kind of the main game, right? You have like your booking and billing platform, you that may be the same. The CRM often is different because famously it's hard to have a booking-building platform that's amazing, and a CRM that is amazing, then often they don't talk to each other. And then you might have a few other pieces of software. Maybe you're you're using a G Suite, maybe you're using some communication platform like a Slack, perhaps you're using a program design platform, depending on what your model is. But we're looking at the the business data that most gym owners need. That's mostly coming from the CRM. It's mostly coming from the booking and billing platforms. And unless they really open up their APIs to the chat bots, I'm not clear yet. I'm not clear yet like what that interplay is going to be. And my assumption is, and I know this to be true because I know some of the people working in a lot of these companies, is they're trying to get that solved like for themselves. Like they're trying to integrate that into the platform. So you could, in theory, ask your booking building platform or your CRM a specific question in natural English, and it can get you the information and give you some reliable business analytics. Because you're right, like that's one of the challenges for a typical gym owner, or even for me in my consulting business. You know, because if I'm trying to pull in for information from, you know, and for reasons that have made my life complicated, but because I want the extra sophistication, I have like one CRM for the sales stuff. I have the email marketing stuff, we have the financial metrics, we have the Instagram metrics, right? We have things, you know, there's a bunch of different softwares and platforms we're using. And I'm still relying on paying at a good rate, a fair rate, but a foreign VA to manually go in there as a quote unquote mechanical Turk and just do these things that, like in theory, the AI should already be able to do, and it's not yet capable to do for the most part. And again, I'm sure that this is just going to keep changing, it's gonna be a moving target. And I should note some of the various software platforms have friendier and more open APIs that we're probably some of them we probably can do. And this is something like every like two or three months, I'm like, I use these 11 platforms. Can you let me know? And whether they're reliable or not, I did it most recently, probably three weeks ago with Claude. And Claude was like, no, a lot of that you can't, like these couple you can, these kind of you can't. So I think understanding data and having it pulled in to some sort of master dashboard, then theory you could vibe code, right? Or you can even just maybe send it to a Google Suite. And I imagine that's gonna be easier, presumably, if you're using Gemini, though I'm tend to be a clawed guy. That I think is gonna be super, super valuable. I think a lot of the more advanced stuff we're gonna be reliant on probably some of those software platforms to provide those solutions. Having said that, I'll pull up there in case you have interjections. I I think there are other things gym owners can do, and even now they can do some stuff, but it's a little bulkier because now you have to like pull you know spreadsheets and upload things and then request some analysis, which can actually still be very valuable too, but it does require. Require that extra step.

Yeah. Well, I think the dream of a single sign-on has been around in our industry forever. Yeah. We've always dreamt of like that one software. One true ring is perfectly. It's just perfect. It's got why hasn't anybody built it yet? I'll go build it. Yeah. And then you're like, no, I'm going to burn.

Yeah, yeah. It's because it's hard. It's hard.

It's hard. It's hard. I mean, uh, you know, Dan Wai Mura from Pershpress is a good friend. And, you know, uh, he'll say all the time, he's like, I dare you. Like, I dare people to start software companies. Like, go for it. Uh, it's he's 12 years in and you know, he's grinding every day and it's getting it's only getting faster. And you know, I have to give a credit to you know our sponsor, shameless sponsor plug here, but uh Sport Alliance and the perfect gym software. That's what they're looking to build is like a data ready platform where you can pull all this data from multiple and it's open ecosystem. You can choose whatever you want, right? Yep. And you can pull stuff in. So that's the direction that they're going in. We I just interviewed them, I think, on the previous episode here, so people can go back to listen to that. So that's that's where I get a lot of my information too, is like people who are building these things and they can outline if they can articulate the problem to me really well that I can understand it, because you know, I have that has to be explained at the level of a 12th grader for me to really get it. Then I think they're they're they understand the problem. And that's that's yeah unique.

So yeah, and and I again I'm I'm very optimistic, and I think that might be one of those things where, you know, to your point, is like gonna be like a this year thing where one day we're gonna be like, whoa. Now, having said that, I do think again, there are use cases that even right now I think can be valuable, right? You know, because I think like high level, when I think about AI, this is speaking very crudely, and we can further drill down and sort of the particular versions of each of these uses. But I kind of think of it as like take me from something like that I'm bad at or I don't know much about and like help me understand it or get me like okay at it. Or if it's something you're good at, be like an augmentor and cyborg and help me get even better at this thing I'm good at, right? A very basic obvious example. So an obvious use for most LLMs is you can do first drafts of things, right? A first draft of like kind of almost anything, anything you can write, SOPs, client onboarding emails, lead follow-up emails, sales scripts, offer letters, interview questions, a first draft of almost anything, it can make you an okay one. And it's I think it's great when you're daunted by the blank page, or if it's something you're not good at, right? You're just not proficient at. And it's particularly great if it's something that just doesn't need to be that great because ultimately I think without some real help from you as the human, it only gets okay. But there's a lot of things in your business where like okay is actually probably good enough, right? Because I would just say briefly, one of the ways where I think this goes awry is a certain type of perfectionist who just keep playing with their food. And that's one of the time sucks where it's like, it's good enough, it's fine. And particularly Claude is particularly nefarious with this. Unless you turn off the setting, it'll be like, oh, Eric, it's you're 90% of the way there. Just one more thing. And it just keeps giving you feedback. Uh, that's part of why I prefer Claude for editing, because because Claude will be like, you're overthinking it, it's good, ship it. You're done. Nope, it's done. Nope, don't put it in again. You're done. Like, okay, thank you, Claude. You know, so that's the first draft, right? And if you do a first draft, I think usually a human needs to edit it, particularly if it's anything content focused. For sure. You know, I'm curious for your hot take on this. We'll come back to this in a second. I'll finish my thought. But what is Eric's take on it? I'm surprised what's happening on LinkedIn, I'll say that. So so there is going from nothing to something, but it's not that great you got to edit it. Or if you create the thing, almost everything is better with some feedback, right? And even though these things are not 100% reliable, you can't have it make the final call. There's it's gonna hallucinate, it's not gonna be 100% accurate, right? So if you need absolute accuracy, that's not the best use for it currently. However, if it's something where you are an expert in a given domain, it can be helpful just because it's gonna give you different things. It can help you get more concise, it can help you get clearer. You know, as an example, right? I mentioned before, you can take a bunch of data from your business, whatever you got, put in your PLs, your dashboards, put everything in there. And it's not private. You know, it's worth saying that out loud. It probably doesn't matter. They're probably not caring deeply, but you should know that.

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And I've done this several times for businesses I'm involved in. And I find two things happen every time, Eric. One, there's something wrong, like really, really, really wrong, that if I didn't know enough about my own numbers in the business, I'd I it's giving me some really not good advice. It's hallucinating some key thing. The other thing that happens every time catches something I missed. Something I missed, either something I was missing or just a different angle I hadn't thought of before. I was like, aha, that is a good point you make there. So again, you go from zero to just okay, where you go from like pretty good to just a little bit better with some outside eye. Uh, those are probably two of my favorite uses for it. But of course, if you're doing content with it, that's where I think it can get a little bit weird. And I'm curious for your two cents on this. So, one of the jokes in all of AI land is like, you know, like one of the jokes about Multbooks, somebody was writing, the AI website. So we already have a social media platform written by bots that do a bunch of bad generic content. It's LinkedIn. So, you know, you and I have communicated on there a little bit, and I'm on there too. And uh, you know, I don't mean to put anybody on blast, and there's probably people listening to this show that they're like, I'm on LinkedIn. I save so much time. I have AI write all of my posts. And it always begins with, you think the problem is such and such, but really it's such and such. And I don't, I mean, I'm guessing I'm curious for your sense of this. I still feel like I'm getting to know that platform, and I'm I'm like stress testing which of my intuitions about AI are a mark thing versus like, oh, maybe this is a more general, generally applicable principle. But one of them is if I see anything personally branded that is clearly written by AI, it's kind of a turnoff for me. And it's not purely stylistically, it's not just because you're using the formulations that make it look like you didn't put a lot of effort into this. It's just the content is just not that great, right? And again, I'm assuming good intention. I'm assuming people are working with AI, you know. I'm assuming maybe I'm an idiot, maybe it's really working for their goals and they're really, you know, whatever they're doing, they're driving a ton in business off LinkedIn by posting a ton of like what to me looks like kind of AI stuff. To the point where I'm asking myself, maybe it is effective. Like, am I the idiot? Like, is this actually effective? And some people really like this content, or is AI, are there now bots on AI that are interacting with each other's bots? Like, what is your take on that? Is that something that is a mark thing? Is that something that is an Eric thing at well, at least?

It's changed so much. I've invested so much in LinkedIn over the last seven years that uh, you know, I still maybe I I maybe that's my bias. I'm like, I'm so invested in it, right? I've created so much content, I build such a good network there. I like interacting with people with there, but if I see another listen, if this is you, if dear listener, if this is you, if you if you are posting a selfie with some kind of inspirational or intentionally contradictory take on something, stop because we all know, we all know what's going on. You just took a selfie, you said, Hey, Claude, write me an inspirational quote for Monday on LinkedIn, and then it did it, and then you posted it, and you're like, Okay, great, people are gonna love it. No one likes it, and it's actually probably doing you harm. Now, I I think we're also starting to see what have you heard of the dead internet theory? Yeah, yeah. Yeah, so it's very possible that we're starting to see the beginning of that, where it's essentially it's just AIs talking to each other across platforms, across ever. It's just all AI generated content, and there's actually nothing good going on, it's just gonna die. Possible, extreme, yeah, but possible. You know, I'll tell you where where I I I have a lot of content that originally all my content actually originates from this podcast. So I have 800 interviews that I can lean on over the last nine years or more. I don't know. There's a lot. And for me, like I have all that train and I can now take things and maybe I'll take this thing, and yes, it will write my my newsletter and I will edit it, right? Um, it will help me with a LinkedIn post, I will edit that as well. And I'll put my personality into it, right? And then other than uh maybe if it's occasionally, if it's something really deep, I'm like, oh, let's write, let's go in on a LinkedIn article here. Let's let's go a little bit deeper, right? And then maybe if it's really good or I find a trend that's going on, I can use that and write like a quarterly report or something that I find is really interesting. And all that is my own information that I've built over the years from this podcast and conversations I've had, and then I can credit people multiple times and it becomes this aggregation of thought into one place, which I think is super cool. Whether or not other people like it, I don't know, but generally I get good engagement on it. Now, there's a lot of other stuff where it's just it's becoming Facebook in so many ways, too, where it's just hey, this is what I'm doing now, and then it's you know, the whole, hey, congratulations. Whoop do you do? You did this, and yay, that's great. And you know, it's just all that that false enthusiasm that comes from people. So it's definitely changing. I still believe in LinkedIn. It's the only platform I invest in, if I'm honest. I just don't know.

I mean, I'm I'm brand new to it. And I'm having a good time so far because I kind of liked old Facebook. There's a lot I liked about it. I'm like, oh, Facebook focused on work, and you know, it's it's funny. I'm I feel like I'm a very friendly person. I don't think I'm contentious at all, but I love disagreeing, you know? So like that's the thing I'd be most interested in, is like mixing it up on, but in a way that's like, you know, I consider that a skill of mine. I feel like I'm actually, I really think one of the superiors I've I'm very good at like strongly directly disagreeing, but in a way that's like friendly and open. Maybe I bet maybe I could be wrong about it, but here's the way that I see that that's maybe a little bit different, you know? And there's a lot about that I like, but yeah, I've just been surprised to see so many of the posts to be created by what seems to be like AI. And again, I want to emphasize one more time. It's not that I think that's wrong in of itself. Like I think there's no issue with doing that. Ultimately, like if the content is good, the content is good. And certainly AI can play a role either with the first draft that gets edited or being a thought partner to improve whatever is your writing, you know, particularly for business for unicorns emails, which, you know, one of like my spicy hot takes is I'm not clear anymore how much value content for gym emails are for a typical brick and mortar gym. That's a little bit of a change. I wouldn't say it's like wrong to do per se. Uh, I think at a minimum, the typical independent gym owner does not nearly do enough follow-up to make invitations to old leads on a very regular basis to invite them to take the stack to come in, which is the thing that will actually allow you to help people and drive the business. That's for sure, I think, true. Whether the additional supplemental weekly, you know, used to be, you know, you say like two to three times a week, right? Like a, you know, a valuable email about six pack abs or creatine. I'm not sure anymore how valuable that is. I I think it was valuable a few years ago. Maybe then I was wrong. And I would note this is very different mechanics versus a personally branded online business, or I think it's like a different animal's a different level of trust. A brick and mortar gym for the most part, you're a you're a human. Like I think the bar that needs, and the people want workouts, they want workouts. They have, you know, if you're clear on who it is you help, the outcomes you create, they opt in and give you a name, number, and email in response to an ad, or they've been referred by a friend, or maybe they've opted in for some kind of offer to win a free month from a local business partner, et cetera, et cetera. It is no longer clear to me that you're gonna really nurture that relationship by writing long, story-based emails that really move people to feel like now I trust this person enough. I am gonna come in for that one free class. Right. Now I don't mean to suggest it's completely like slinging hamburgers. I'm just saying it's kind of a different animal than somebody like consulting, which is gonna be have, you know, it's a bigger ticket item, it's inherently online, you're dealing with a much larger audience, the I think the bar for trust will tend to be a little bit higher. So all that to say, uh I think that obviously AI can be helpful for content, but I really think, particularly for brick and mortar businesses, if part of the game I think we're playing, even if you're a franchise, by the way, right? Because I know we didn't talk a lot about my background. I currently the gym I own is a franchise gym, right? But the reality is if you're playing the game of a local business owner, if you're trying to be the fitness mayor, three mile famous, right, fill in the metaphor of your choice, yeah, I think you're kind of drafting off being human, right? And I think that you can do damage to that. It'd almost be better in some situations to literally not do the content than be content that is like AI track that people are sort of sort of weird and sort of off put by. And yeah, so that is something that in real time my thinking is evolving around and is a relatively new distinction because even a couple of years ago, I probably would have had a different stance. And I'll reiterate one more time. First of all, if what you're doing is working, that's amazing. I want to push on you a little bit because cognitive bias is always at play. And sometimes we can confuse activity with achievement, as coach John Wooden would say. So I would invite you to get really rigorous about your data, about where the leads are coming from, where are the new members coming from. Because in my experience, in my core of the industry, right, I work with a lot of independent gym owners, sometimes it's a form of righteous procrastination, right? Where but I really like writing, I really like working on my Instagram content. Like that, that's okay. But if you're doing it at the expense of actually calling leads or doing things that are actually going to drive business, or maybe hanging out with your child if you feel like overwhelmed by work and you're not seeing your family enough, I think we need to consider the opportunity cost. I guess is my point.

Yeah, well said. That's amazing. Yeah, I've been curious about emails too, because I mean, as especially as the qualities get into email inboxes, less and less emails are getting through to people that aren't valuable to them, right? Yes. Like I think I told you I signed up for superhuman about a week ago. I'm learning how to use that. I guess I'm kind of behind the game on that one. But I'm noticing how many of these emails that I used to look at don't get through to me anymore. And I will go through my folder, which is where a lot of it goes. And I'm like, oh, but I actually liked hearing from that person. I liked hearing from that one. And then so I think that's gonna be these things are gonna get starting filtered out, but it's I think I think that's right.

And I think the the deliverability, there's a number of mechanics for again in my world for independent gym owners, but but this probably actually would apply to like big box gym, anybody that is direct-to-consumer brick and mortar fitness businesses. My claim is I don't know if I'd say that everybody's not paying attention. That's probably not true. This audience is probably more sophisticated, but the level of throughput from like a cold paid lead to membership is so different now in 2026 than it was even a few years ago. It's certainly different than it was than the Halcyon days where you know people were like, you know, getting like $5 leads and like 50% of them were signing up for membership. So the game has changed, and there's a number of things for that. I think certainly some markets, you know, listen, I've operated in New York for many years, some markets just got murdered with so much marketing, the market got burnt probably a little bit quicker, is one piece of it. But also from a technical perspective, the changes to iOS and the changes to Gmail, I have a suspicion that deliverability has getting taken a bigger hit than most people know. So if you look at uh as I've had the opportunity to, because I can look into the numbers of a lot of different gyms, and some of them do have year-over-year data, just the response rates have really gone down. And again, I don't know. I'm I'm on tenuous ground here. So, you know, maybe listeners that uh have their hands around what's happening technically, maybe run some of these CRM platforms. I have a sneaking suspicion, not a not a like half, but a meaningful number of text and or emails are maybe not even getting there anymore. Right. So we talk about email as a form of content marketing, because I think maybe it's helpful to sort of say there's two different things we can use for email for driving our business. There is people know you exist, first of all, right? Then they like and trust you, and then they hire you. Well, the like and trust part, typical email marketing for like an online business, and again, I think it's still very valuable. That's what I do for Business for Unicorns. Would love for you to sign up if you if you like the cut of my jib. That sort of nurture is kind of like a long-term gay or game. You're helping people get results in advance. They're getting a sense of who you are as a personal brand. If you're very good at writing, I think that can build a kind of parasocial relationship. And then they're more likely to buy things for you if it's a personally branded focused business. That's different from like email sales or an email offers, right? Where it's serving a little more of a functional role, which is you have opted into this ad. And I'm gonna email you as well as text as well as call you, because I don't know which of those mediums are best for you. I don't know how I'm gonna get through to you. But I think the changes to iOS and the changes even to Gmail's approach to how they mark what they perceive correctly to be marketing emails means that nothing is as effective as was. You probably have to do all of them. You probably do need more volume for the sales part of outreach for making dedicated offers, just so people don't miss it, right? Because even if they were having perfect deliverability, they're they're just busy, right? They just have things going on, you know. And if they've given you their name, number, and email because they wanted to come in for your thing, I don't think you're being annoying by circling back to them pretty regularly, being like, if you want to come in by Tuesday, you get this thing, you know? Because even though I don't think people buy when we're ready and they buy when they're ready, it's nice to give people a reason. So I think to be very clear, we still should be doing all that stuff. I think it's more content marketing for brick and mortar gyms. I'm just not clear anymore, it's going to be as valuable as it was. Again, I don't think it's wrong if you're particularly adept at it, but particularly since the typical independent gym owner is not, that's not their superpower. They're not actually amazing at that. I probably would these days have them at least deprioritize it, reduce the frequency on that. And also on organic social media, because organic Instagram reach also, if you follow these numbers, also plummets as it becomes more TikTokian on a month-to-month basis, because that platform, of course, is optimizing for time on the site. So more and more of the feed is both like ads, but even more so suggested content, right? And the typical brick and mortar gym owner, it's not like, you know, it was like five years ago, where if you had a certain number of followers, even if it was a small base, you know, a meaningful percentage of them are going to see and at least have the opportunity to engage with your content. I wouldn't say it's gone to zero. And you still have to be on there, right? Don't misunderstand me. You have to be active on that platform. There are some suggestions that your paid ad performance will be negatively impacted if it's a ghost account. And not only that, but people will still go and look. Like once people are interested in your services, many people will look to Instagram as something of a virtual digital storefront. So you have to have a clear headline, who you help, the results you create, what to do next. If I'm scrolling through the feed, I should see pictures and images and stories of real people that I find relatable and aspirational. I'm just saying that, like, you know, three years ago, I would have said, you know, five to seven posts per week, maybe one to two per day if you're all in, maybe five to ten stories per day. These days, I'm like, I don't know, two to three per week. You know, try to keep your, you know, the stories a kind of its own platform separate from feedposts. Try to keep a ring around your profile so you'll show up there too. Which again is not nothing, but it's really more these days. I think about making sure it's obvious the lights are on. It is no longer clear to me that as an organic brick and mortar gym, you're really driving so much engagement. Again, we can leave aside the exceptions of like incredible influencer gyms or online fitness coaches, that's just a different animal than the typical brick and mortar gym that's going to have 2,000, maybe 3 to 4,000 followers, most of whom are not going to be seeing most of your content.

So when I hear all this, it's a little daunting to me because I'm like, okay, well, I've been doing this for so long. These are the obvious things I have, right? Like the levers I can pull to help grow my business. So if these are becoming less potent, where where do brick and mortar gyms go now?

Yeah. I mean, if you're a brick and mortar gym, you know, the the basics are still in play, right? Is the good news, right? You still people have to still know that you exist. So we need some systems where we go from I didn't know you existed to I found out about you. And they need to like us and trust us. Though, as I said, I think for most gyms in 2026, it's not that hard of a thing that if people want personal training, they know it is for the most part, right? You might have to do a little bit of education, but for the most part, if they're looking for workouts and you sell workouts, and I know we're selling results, I know we're selling results, then you need to make offers, you need to make invitations, right? So if the goal ultimately is to have members, right, and we're not necessarily trying to play like the engagement on an Instagram game, it's not as big of an issue. And in fact, you might be able to say, like, oh wow, that's like less for me to have to do there. Uh and again, everyone's different. I'm not saying this needs to go down to zero. I'm just saying the frequency that I recommend now is drastically different than it was probably. Even two years ago. And you should take that extra time and focus on the things that are going to generate leads. And for the typical brick and mortar gym, you're going to have a paid ad strategy. You don't necessarily need it if you're on the smaller side. And if you're mature, maybe you can go down for periods where you don't run ads at all. But after a certain size, you're going to need to feed the beast with volume, and paid ads are going to be part of that. Yes, the throughput is going to be cruel. It's going to be low throughput. It's not going to be 25% of people opting in off paid ads or signing up, with the exception of some bizarre markets. But that's still going to help. Then the other two main ways, and it's been kind of the same thing. It's been probably for as long as business has been around, it's like referrals, right? Other people that that people in your gym, your community that know friends, that you have them equipped with a clear way for them to invite their friends to come in. And then I think if I had to pick one, I always tend to say local business partnerships. But that too is a volume game a lot of people don't understand, right? Because you can't talk to three local businesses and think that's going to work. Usually you're going to have to talk to 10, 20. You know, I think in general, I'm looking for like, I don't know, three to five percent throughput. So if I want three to five good business partners, I'm going to need to do a hundred outreaches, which sounds Looney Tunes, but think about all the time you're saving. Not writing your email about the time in high school, you made this discovery, the right. And you wouldn't do that obviously in a week, right? You're going to do that over the periods of several months. But that like on the ground, brick and more organic stuff, I think is always been important. And I would note there's obviously a lot of other strategies in a vacuum, those tend to be the three I go to, right? Paid ads, referrals, and local business partnerships, depending on your skill set, time, resources, your market is very a lot by market. Now you're getting into everything like posting local Facebook groups, having a table at a local community day, doing a lunch and learn into local business, having very clear signage on your space, joining a chamber of commerce, joining Business Network International, buying a billboard, doing traditional print advertising, doing a direct mail campaign, doing a car wrap. Right. And I could I could keep going, but even here, good news, bad news is it's only going to be like 20 things, right? There's not yard signs, right? And the the challenge is marketing is another word for test. So you don't have unlimited time and bandwidth. I think when I consider all those tier two items, I think they can work based on the market. Oftentimes you're better just doing more of the thing that's working, right? And I think the other thing that I would note if we're talking about how we generate leads, I think this is another very important point. Those are all ways that the gym finds prospects. Okay. So I think of those as phishing polls, a phishing poll. I'm flicking for fishies. Not to be underappreciated, how do prospects find gyms? Right. And that's going to be your website. It's going to be an Instagram profile, right? Still got to be on there. It's going to be an updated Google business profile with reviews that has periodic posts that is up to date. And then again, referrals actually are unique because referrals are both, right? Because you might have a client go proactively invite a friend to come in for something like a bring a buddy week. Or you might have a client be responsive when a friend asks, Hey, do you like that gym you work out with? And they'll hopefully say, Yes. And here's exactly the first thing you do with this an obvious and easy way to get started. And I would note when we're talking about the digital versions of prospects looking for gyms, we're now in the world where, you know, as per our topic, it's Google search optimization was never went away, was always a thing. But more and more, the AI optimization matters as well, right? And that's similar, different. We don't have, I know, a ton of time left. It does seem, I think here's the other thing, too. Real talk. I think we're figuring this out in real time. There are a number of widgets you can get, WordPress plugins, that can give you AIO scores. The reality is Google, although it is imperfect if you're real like Google nerd, does give you enough analytics that you can really understand how you might be ranking for keywords and all that stuff. We actually don't have those tools yet for AI. We have a good sense of the best practices that are valuable because AI does seem to read, AI seems to read digital text in a way that is similar but slightly different than Google. But there are not, at least to my knowledge, again, maybe listeners can find me on LinkedIn and send me a message. I don't think we have a lot of really reliable platforms, at least I know of yet, that allow you to really track the data for how that's changing, other than you can just like periodically go in and ask Claude or Gemini or account that doesn't have a context window. What's the name of the what's the best personal training in name of town? Sort of and see if over time you can start to show up when somebody asks that into an AI chat box. So anyway, I'll pull up there. These are all things that are again about how we find the leads or help the leads find us when they're looking. We can release some of the burden of attempting to nurture via organic and emails, not because it's wrong in principle, just because it's gotten a lot harder to do. I would argue it's less effective than it's ever been, partly because of technical deliverability, partly because if you're good, people think it's AI. And then finally, we can spend more time continuing to make offers, not only to the fresh leads when they come in, but to your database, which ideally is growing over time. Ideally, we're continuing to grow an audience of people that we've gotten. I know you talked earlier about this. You've, you know, you're diligently organizing your contact database. Well, that's a missed opportunity for a lot of gymnolers. They don't have that. And if you don't have a well-organized list, and it doesn't need to be complicated, it's like you got your current clients, your former clients, and everybody else. And everybody else is what I call a never been client. And if you're never been client and I have a professional relationship with you, you've opted in for thing explicitly on the path to work with me, and you've not come in, I'm gonna be reaching out to you every like 30 to 45 days with some real simple offer, some simple campaign, because you're not gonna buy when I'm ready, you're gonna buy when you're ready. And my goal is to be there when you're ready. Some people get nerfed, a lot of gym owners in my world get nervous about that. They feel like that's obnoxious. And for me, I don't think so. You can just like unsubscribe if you don't like it. I don't want to be annoying, just opt out. That's perfectly fine. And I don't think that pulse is so annoying, and we don't have time to get all the nuances about the way you do that and sort of making it a generous offer and not like an obnoxious hammer them sales pitch, which I think does turn off people. So yeah, I'll pull up there, but hopefully that gives readers or listeners rather some sense of how they can spend their time and efforts to grow their gym, which I realize we didn't talk a ton about AI, but that was gonna be my stupid question for you, Mark, is like if you have time, is like if if there is one AI-driven application for gym owners that you see is like the one thing, the one thing you would recommend right now, what what what would that be? Well, it's hard, it's hard to I think there's really six things that I there's six main use cases. And I guess you'll have to come to my webinar. I'll give you uh a tease. You know, we've already talked about analyzing data. We have already talked about making first edits, first drafts that need to be edited, and we've already talked about punching up something, right? So of the other ones, maybe just one more I'll mention. I don't know if I would say this is the most important one, but it's actually salient because I used it the other day. So again, you have this general thing about how do I go from bad or not knowing anything to like, okay. Well, things happen in life as a gym owner, and you need to get some perspective on things you just know nothing about. So, hats up to my friend and client, Ben Supic, who calls this use case pocket expert. The usual caveats, AI is not 100% accurate. You have to often double check things with like legal experts and CPAs and whoever. But a lot of times things will happen. You're like, I have no idea about this. I don't even know where to begin. Here's a particular example. We had a pipe burst in my gym in New Jersey the week before last. It was freezing cold here. It was much of the country. The pipe burst, my head coach comes in, super annoying, super nightmare. One to two inches of water. We're gonna have to deal with water remediation, all sorts of issues. And you have insurance for this, but I haven't had to do insurance for us. Like, I don't know how to do this. So thankfully, with my friend AI, I was able to analyze our insurance policy. I was able to analyze our lease. Now, again, these things maybe are not gonna be 100% accurate, but for these, for this purpose, it directly accurate was okay, right? And in practice, it was able to help me and my team think through okay, what sort of documentation do we need? How are we going to address this? What are the things that we're gonna be expected to be asked? How do we prepare to give the insurance companies the things they need? How should I engage my landlord in a conversation? That that's an example of I think like Pocket Expert. And of course, Pocket Expert has a lot of personal use cases as well, which uh, you know, maybe if I give you one final bonus one before we pop off here, kind of start our conversation with this. So health obviously is a huge thing, right? And same as you. I have like a Claude project, because I'm again a Claude guy with all my my labs, and my every year I do like a four-page executive summary for myself because I'm that interretentive and I have like habit trackers and all these things, right? So Claude, you know, is my history. And of course, if you're someone like this, you have health anxiety, so Claude has to help you with your health anxiety. So I think the personal stuff is is actually one of the most important uses for gym owners because you only have 24 hours per day, right? And if you can get save time with things or you have other skills and capabilities you don't currently have now by leveraging AI or improve outcomes, that's going to help you be more valuable for the gym. This, you might have seen this too, Eric. There, the first of all, the the health thing seems to be like that seems to be everyone's going there. And understandably so. It's check with your doctor, but very, very useful. And I think it was last year, maybe it was the summer, Claude and ChatGPT released some data that suggested, and I'm misremembering this, but I think this is in the world of correct, that originally there was like 80% enterprise usage, and then it's like 50-50. It's like people are using it as much now for personal stuff than for work stuff. There's some interesting, probably bubble ramifications of what that means, because it's gonna be hard to get these valuations if people are, you know, paying 20 bucks for their ChatGPT Pro, but that's not our issue for today, Eric. However, I think another thing I'd recommend doing as a gym if you're not using it for your personal stuff. Again, it's not gonna be private. You do have to double check things, but everything from your finances, analyzing your tax returns, brainstorming on proactive tax strategies, analyzing the fees you're paying on investments, your health stuff, analyzing your wearable data, your blood work, asking random health questions. And again, you're ideally triangulating with an expert, triangulating with the doctor, triangulating with the CPA, triangulating maybe with the financial advisor. They can analyze your personal insurance situation to see if anything else you need. These things are, again, you just have a different set of skills that you just didn't have previously, which I don't think at current replace most of those professionals, but I think allow you to go from knowing nothing to knowing a little bit something and being able to bring forth ideas to work with ideally a human that you trust that can help you decide that the uh the best way to leverage some of those outside the box ideas that you're just previously wouldn't have been able to bring forth at all.

Yeah. It's uh, and these are exactly the the cases where I find myself going down rabbit holes where I'm like, holy shit, it's it's bedtime. I gotta go. Right. Like, you know, like I'm like tonight, thanks to you, I'll I'll have it look over my financial portfolio. I'll probably take all my investments and be like, hey, where am what what do you see here? Right? Like where am I an idiot? Where am I right? And that's just kind of interesting stuff that you can do. You can do that, like insert anything in your life. Yeah, you can do that now. And that's that's kind of the fun part. I think that's the explorative part of all this. And it's uh I could talk to you for hours, Mark. But uh so this is business for unicorns. You're gonna have, we'll we'll put, of course, the link for the actual webinar, and it's gonna come up hard and fast. Like this will release, and then uh your your um webinar will be in a couple days. So obviously, if you're listening, there's a sense of urgency to get to that. And I highly recommend it because obviously Mark, you're one of those people who like uh I talked to you over this industry where it's like you generally come with well-formulated thoughts based on multiple angles of research and thought. Like you don't just say, like, and then I like I tweeted it, right? Like Rob Wolfe was one of those guys, like when he has a topic he wants to get into, he's like, I'm not just gonna put on, I'm gonna write a book about it.

Right.

Yeah, yeah. I'm gonna like take a couple months and I'm gonna find some stuff. And I think that's people that's valuable. And that's thank you.

Thank you for saying that. Yeah, and I find it, I find it like weird. Like I'm so uncomfortable. Even this, like I said, this has been like, again, I don't use the term vulnerable, but you know, I'm really working hard to get this figured out. And it's not just like independent research. Part of the, you know, the advantage I have at this point in my life is, you know, it's frankly, like a lot of people will answer my texts, you know, like and it's like a lot, and I think I do think I've had pretty good judgment of like people that are like also willing to be like direct about like what's working, what's not working. So so thank you for saying that I do work very hard to do my absolute level best to you know share my direct opinion, but also acknowledge the places where like I'm still sort of figuring it out and things where I could be wrong. And yeah, if you're and now I'm on LinkedIn. So if you're a LinkedIn person, come and connect me on LinkedIn.

I'm holding hope for LinkedIn. I I think it's still uh a good place for thought. I'm having fun. I'm having fun, and it's a great place to meet people. Like, hey, it's a great place to meet people. People actually still respond to some messages sometimes. Yeah. So yeah, but Mark, it's always a pleasure to respond to messages some of the time. Awesome. Perfect. Ladies and gentlemen, Mr. Mark Fisher. Thank you, sir. Thank you so much, my friend. Appreciate you.

Hey, wait, don't leave yet. This was your host, Eric Malzone, and I hope you enjoyed this episode of Future of Minus. If you did, I'm gonna ask you to do three simple things. It takes under five minutes and it goes such a long way. We really appreciate it. Number one, please subscribe to our show wherever you listen to it, iTunes, Spotify, Castbox, whatever it may be. Number two, please leave us a favorable review. Number three, share. Put it on social media, talk about it to your friends, send it in a text message, whatever it may be. Please share this episode because we put a lot of work into it. We want to make sure that as many people are getting value out of it as possible. Lastly, if you'd like to learn more, get in touch with me, simply go to the futurofitness.co. You can subscribe to our newsletter there, or you can simply get in touch with me as I love to hear from our listeners. So thank you so much. This is Eric Malzone, and this is the future of fitness. Have a great day.