Insights

Teardowns, data, and opinions we'll defend.

Written when we have something to say, not on a schedule. If you want the quick answer to a specific question, Answers is faster.

We asked ChatGPT where to train in 12 cities. Here’s who it named.

The gyms getting cited aren’t the biggest or the best-reviewed. They share three structural things, and none of them are hard.

What each one gets wrong in the first ten seconds on a phone, and the one that gets it right.

Forty percent of visitors go there first. Almost nobody designs it. Here’s what a good one looks like.

Review velocity, profile completeness and proximity — with numbers from six markets and what moved each one.

It filters out exactly one kind of person, and it isn’t the kind you think. Plus what it does to your AI visibility.

We A/B tested a trial page against the mandated template. The numbers weren’t close.

2,400 queries across eight metros. Age, safety and schedule dominate; discipline barely registers.

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