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The Basic Rules of Reinvention

How to Move the Health and Fitness Industry From Infancy to Adulthood

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Thomas PlummerThomas Plummer

Look! Look! It's bright and shiny! I want it! I want it! I want it!

Oh, now look over there! Brighter and shinier, and I have to have that now, too.

In the health and fitness world, chasing bright and shiny is our industry's way of instant gratification. Curves introduced the 30-minute circuit about a hundred years ago, and we all had to rush out and buy one for our own gyms, because obviously, the 30-minute circuit was the missing secret to financial success in the health and fitness universe.

But, wait! Bright and shiny attacked again with the inception of CrossFit, which shook up the health and fitness world almost 20 years ago now, and then, multitudes of chain gyms in America converted a 1,000 square-foot dead space in the back, proudly screaming on social media, "We, too, have functional training! We don't know what this training really is, or what it really does, but we too have functional."

But, wait! Now, $10 memberships must be the answer because look at all those new gyms offering a $10 so bright and shiny meets a universal price drop. Then, there was the era of the cycle... and now is the time of repetitive, overly scripted functional training and their imitators... and next week, who knows...

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