Sharp provocations on why the AI revolution is the best thing that ever happened to the fitness industry — and the worst thing that could happen if you automate your soul.
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An update to this report
The messengers changed their story. The data didn't.
Since this report was published, the CEOs of OpenAI and Anthropic have softened the AI job-loss warnings we built on. We think you should know that before you read on — so we've written up what changed, what didn't, and why we still stand by the argument.