ADAPT – Don't QuitHow can struggling gym owners, personal trainers, athletic coaches, and fitness professionals of all stripes adapt to the new, disorienting world of social distancing, fear of contagion, and anxiety that emerged with the onset of the COVID-19 pandemic? Based on the Culture Club podcast series, Charlie Deist brings together a series of edited interviews conducted with top gym owners on how to thrive in the fitness industry during these strange Struggling to get customers to walk through your gym doors, and then keep coming back? If you were having a hard time before COVID, by now you are likely on the verge of quitting. Don't quit! Do what life has done under stressful circumstances for eons – evolve and get with the times, while keeping what worked best in the past. The New Strongman Code provides a framework for the successful creation of community as the core of a thriving business, whose members not only return week-in and week-out but become active evangelists for your gym. An Inspired Ethos for the Enlightened Fitness Professional★ How Dan John turned his garage into the "world's best" home gym according to Men's Fitness magazine ◆ How to feel good naked – spiritually and physically – according to BodyTribe founder Chip Conrad ★ What the Ancient Greeks teach us about Classical P.E. according to historical kinesiologist and Lean Berets founder Ron Jones ◆ A toolkit to discover what your clients really want, that Eric Kenyon has used to coach Olympic medal-winning athletes ★ How Frank Forencich - the Exuberant Animal - uses nature and outdoors to break free from the Fitness-Industrial-Complex ◆ How Mark Fisher Fitness - a NYC gym - survived COVID, became stronger, and built a multi-million dollar consulting business by creating a vibrant physical subculture... ...And other lessons from the "Philosopher Kings of Fitness." Don't shut down your gym or get left behind in the Post-COVID era – evolve your training game for the 21st century, which officially began in March 2020, and isn't slowing down anytime soon. What lessons can be learned from the past, from the pioneers of physical culture like Eugen Sandow, Georges Hébert, the Weider Brothers, and Bernarr McFadden (founder of Physical Culture magazine)? Or do we need to get back even further, to the Ancient Greeks or paleolithic to understand what kinds of exercise make for more resilient (and ultimately, useful) humans? Lead with your values, and the customers will follow. Hone your principles, and the cash will come. Give your gym members an identity, a context, and a code of values, and you will build an unbreakable fitness community in the Post-COVID era.