Where Fitness Goes Wrong Every Year

Here's my problem with the way Big Fitness tries to sell health every January.

Hello, High-Performers.

I enjoy seeing how companies market their New Year deals every year. Everyone’s extending deadlines for sales, blowing up inboxes with “last chances” and final offers.

But this year felt a little different. My gym wasn’t bustling with new members. Many of my best friends decided to change their routine months ago, not waiting for J…