while some gyms were having their worst month, others were having their best. And the other way around. The deviation from the median each month was also drastic, showing that really, a gym performs as well as it wants to in any given month.

We sat down with a dozen or more operators this year and unlike in 2024, almost all of them opened up their laptops to show us reports, charts, spreadsheets and documents of the data they were looking at. This is a huge step in the right direction and I was really impressed with how well many were thinking about what data to look at and why.