The Client of 2026
The future is not something we are waiting for. The client of 2026 already exists, and most of the industry has not caught up.
Fitness is a Commodity
Fitness is easy to replicate. Culture is not. The difference between the two is what determines whether a space is interchangeable or irreplaceable.
Why Memberships Don’t Tell the Whole Story
A gym can look successful on paper and still fail the people it’s supposed to serve. And empty gyms are surprisingly profitable.
The Process It Took to Build HUMN
When I started working on HUMN, I lived by one motto. I don’t know what I don’t know. This is the process it took to build it.
From Mopping Floors to Building HUMN
HUMN did not start in 2025. It started over 20 years ago with mopping gym floors, learning how health spaces really work, and slowly building toward something meant to last.
The Health Club of 2030: The New Infrastructure Modern Life Will Require
The traditional gym model was built for a world that no longer exists. As remote work, recovery, community, and longevity reshape how people pursue health, a new category of wellness infrastructure is emerging. The health club of 2030 will look nothing like the past and everything like the way people live today.