Kelly and Patrick start the new year by discussing renewed enthusiasm for activities. Many of us will often start the new year by setting goals for fitness activities and other hobbies, which create a seasonal surge in demand for related products and services. Similarly, there are periods of spontaneous, organic increases in demand, such as The Hunger Games influencing archery participation and Stranger Things increasing bicycling among youth. How can the industry harness periods of ‘increased stoke’ to maximize on participation and sales?