"The pandemic either will make you stronger, or will force you to get out of the way for new technology and new ideas. But I think a lot has been the same. Connecting with members in a deeper way is a big part of this. . . A huge portion of the value of a membership is the social experience. I can't see that ever really changing," states long time industry veteran, Rich Novelli. Pete and Rich touch on the many differences between High Volume Low Price (HVLP) business models versus a premium brand like Highpoint Sports and Wellness, and the effect COVID has had on both. As an example, Novelli continues, "A lot of our members continued to pay their dues. If you can't go to bat for people like that, what are you going to do?" It's about having a relationship with a 'human' versus having one with their credit card!