The future of fitness is not fitness. It's Google and Amazon and Facebook and Apple. It's Chris Hemsworth, Tom Brady, Gwyneth Paltrow and Tim Ferriss. He, with the biggest data-base. She, with the deepest pockets. They, with the biggest influence; are shaping the world of fitness today. It's digital platforms accelerated. It's human connection deepened. It's intention, spotlit. It's discernment dialled up. It's personalization on hyper-drive. Understand the ecosystem of macro-trends and undercurrent of newly shaped norms as we step into 2021 to serve not only the motivated, but everyone. It's time to evolve as an industry. Are you ready?