Hoje, sublinho um trecho que capturou a minha atenção:
"Mobile devices will be used for sign-up and access, and membership is fully flexible: pay per use or pay on a weekly basis — and even with the latter, if you want to leave, you only have to give that week plus one more week's notice. It's designed to give power to the consumer. We're trying to create the ultimate, flexible, user-friendly fitness experience for this target market.
It's a risk, because only about 800,000 people in Denmark belong to a health club — and of those 800,000, we're expecting a significant number will come into our gym and think it's the worst place they've ever been. In fact, if that isn't happening, we won't have done our job properly. Because if nobody hates it, nobody loves it.
I come back to clothing. Obviously you can make something that will fit almost everybody and look OK on them — but it wouldn't make a statement Not about the person developing it, nor the person wearing it. We're definitely making a statement with our clubs."