This venture is the result of making mistakes, talking to other small business owners, and challenging the way things are supposed to be done.

The equipment was originally part of a business model that I left behind. At the time, the purchases felt perfectly rational. My thinking was that this equipment could be a mobile revenue stream until I could move them into their permanent home when my physical space finally opened.

After months of contemplation, I shifted gears to a traditional sauna and cold plunge model that had nothing to do with data. I tried to make this equipment fit the new model and new space, but every approach felt hollow.

At first, I thought I should simply sell it. After talking with other small business owners, I realized many of them were facing a common challenge. They liked the idea of offering this data to their members, but committing thousands of dollars and limited floor space to specialized equipment was difficult to justify.

The research on self-tracking and behavior change suggests that engagement with measurement systems tends to decline over time, even when the data itself is valuable. Rather than treating assessments as a permanent service, I wonder if boutique gyms are better served by dedicated data seasons—periods of focused measurement followed by longer periods of training and habit-building. The data is still useful, but it stops competing for member and staff attention every day. 

So here we are. I saw an opportunity to help independent gyms offer elite-level resources without taking on corporate-level risks.