We captured a personal conversation with Craig Patterson of MadLab Group... SO this is GOLD!  We jump in to the conversation at a point where we are talking about the current functional fitness gym business models and how they are designed to serve the "investor class" and NOT the independant gym owner.  Why independent gym owners emulate the franchise model of paying coaches by the hour, using "free" or low barrier offers (LBO'S) and short term "challenges" in order to grow business... When, as it turns out, these are likely the exact WRONG things to do... Hang out for a half hour and LISTEN UP!