June 13, 2025 • 25 mins
What does the future of fitness content look like—and how can CEOs and marketers turn video into real revenue?
In this episode of All Things Fitness and Wellness, host Krissy Vann sits down with David Sherman-Presser, Founder of Structure Creation Consulting and former YouTube strategist, to unpack what fitness executives really need to know about YouTube, content monetization, and building a personal brand that drives business.
With nearly seven years inside YouTube developing monetization tools, David now advises top brands in fitness, wellness, and sports. He shares exclusive, behind-the-scenes insight into how the platform works—and how fitness businesses can use it to grow revenue, expand influence, and stay competitive.
In this episode, we discuss:
- How YouTube is evolving as a business tool for fitness brands
- The 90-day roadmap to monetize content—without chasing trends
- What most fitness execs overlook in YouTube analytics
- Shorts vs. long-form: what’s actually worth your time
- How to repurpose video content across YouTube, LinkedIn, and podcasts
- Personal branding for CEOs: what works now—and what doesn’t
- What fitness businesses can expect next in content strategy and consumer behavior
Whether you're a CEO looking to step into the spotlight or a fitness company building out a media arm, this episode delivers tactical, insider-level insights that go beyond surface-level advice.
#fitnessbusiness #fitnessindustry #podcast
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Unknown (00:00):
YouTube's biggest asset is its size. It's 2 billion
(00:03):
daily active users. It's thenumber one podcast platform in
the world. It's the number onestreaming platform in the world,
ahead of Netflix. Its biggestliability is also its size.
There's a lot of products. It'svery confusing. It's
overwhelming. And as I telleveryone, there's only two
metrics on YouTube that matterto do the platform. Well,
Krissy Vann (00:20):
this is all things fitness and wellness, uniting
industry thought leaders and fitinfluencers on the mission to
inspire innovation and encouragepeople to live a life fit and
well. On today's episode, wewelcome a rare find, someone who
brings true insider knowledgefrom deep within the engine room
of YouTube itself. David Shermanpresser, founder of structure
creation consulting isn't justanother strategist. He's worked
(00:43):
behind the scenes shaping howcreators grow, monetize and
scale on the world's biggestvideo platform. Now, typically
we're talking about the businessof fitness, but this episode is
a gold mine for CEOs looking toelevate their personal brand,
like I'm seeing many of you doon LinkedIn and CMOS, aiming to
drive meaningful member growththrough content that actually
(01:04):
moves the needle. David brings astrategic perspective. Most
never get access to Insight bornfrom working with the platform
and its top performers, frompersonal branding to lead
generation and long termengagement. This conversation is
a must listen if you're seriousabout growing with purpose in
the digital age. Before we getto it, be sure to hit like and
subscribe. We have new podcastepisodes weekly featuring
(01:26):
industry thought leaders andinfluencers. I'm your host,
Krissy Vann, and this is atfw,okay? David Sherman presser, now
this was a name that I had nothad in my sphere, in my time in
the fitness industry, until thispast March, going around the
HFA. And I have to say, David,you were working hard and fast,
(01:51):
and it's because at the time,you were on the cusp of bringing
a new venture to life. So tell alittle bit about your history
and what has brought you to thefitness industry?
Unknown (02:02):
Thank you, Krissy, I'm excited to be here. Yeah. HFA,
that was my first time at theevent in Vegas. I was actually
still working at YouTube at thetime, and I was getting ready to
launch my own company. So as Itell people, I was at YouTube
for almost seven years, I builthalf of the Creator monetization
products there. So there's fewfolks in the world and know
(02:22):
about as much about monetizationon YouTube as I do. And you
know, YouTube is a greatplatform. I grew up with it, and
there's so much opportunity forthe health and fitness space.
And everyone who knows me knowsthat that is my passion in life.
So my mom, I tell everyone,she's going to be 75 in June.
She still bikes cross country,she still works. She's a
(02:44):
nutritionist, big inspirationfor me. So basically, I'm taking
my platform knowledge and mywork experience. I've been in
marketing for 15 years. I'vebeen to business school. I was
at YouTube for seven years. I'mpassionate about health,
longevity, mindfulness, and soI'm taking my YouTube knowledge
and I'm bringing it to thisspace to help people up level on
Krissy Vann (03:04):
YouTube. And I know for yourself, David, you know,
in this audience, we speak a lotto this enterprise level of the
fitness industry. And you wouldthink, you know, why is it
relevant to them? Well, onething that I'm noticing more and
more are C suite executives thatare really not just looking to
build their businesses,encourage their marketing teams
to play in these places andthink differently, but in
(03:26):
addition to that, they'rebuilding their own personal
brand. So through theconversation today, I know
you're not going to give us allthe secret sauce because you
have a job and a business behindit, but you are going to help
enlighten us with some of thesetools, which I feel a are always
evolving, and B are often verymisunderstood. So we'll dive
right in here. As you mentioned,you've seen the inner workings
(03:47):
of YouTube. So what's the numberone thing that you notice
fitness brands get wrong aboutmonetization mechanics?
Unknown (03:54):
Yeah. So the number one thing that fitness brands do
wrong is they don't do the bestpractices. I tell everyone,
YouTube's biggest asset is itssize. It's 2 billion daily
active users. It's the numberone podcast platform in the
world. It's the number onestreaming platform in the world,
ahead of Netflix. Its biggestliability is also its size.
There's a lot of products. It'svery confusing. It's
(04:14):
overwhelming. And as I telleveryone, there's only two
metrics on YouTube that matterto do the platform. Well, you
gotta get people to click onyour videos, and you got to get
people to watch them. So I'lltell you in two minutes,
basically how YouTube works. Somost videos on YouTube are
watched and what we call homefeed or watch next so they're
served algorithmically. This isnot a surprise. Everyone knows
this, but YouTube wants to knowif they put a video in front of
(04:36):
you, Krissy, are you going toclick on it? Click through rate
is very important, which meansyour title and thumbnail are one
of the most important things onYouTube. I still talk to a lot
of clients, creators, fitnessbrands, that view their
thumbnail as like a kind ofsilly title, small image. I tell
people, it's basicallypackaging. You would never
(04:57):
create a product with badpackaging. Title and thumbnail
are the packaging for yourcontent, and if that's not
compelling, people aren't goingto click and they're not going
to watch. So that's the firstthing. The second thing is,
people forget this. YouTube isliterally 20 years old. This
year, they just celebrated their20th birthday. Wild. It's in I
grew up with the internet andYouTube. It's been a, you know,
(05:19):
an amazing two decades. Peoplealso don't know this. YouTube
started as a dating platform.
I'm not making this up. Youcould look it up. YouTube
launched Valentine's Day 2005because the founders thought
that people were going to uploaddating videos of themselves, and
this is how they were going tomeet. Oh
Krissy Vann (05:34):
my goodness, I did not know this. I'm loving this.
YouTube tea. Funny
Unknown (05:38):
story. And you know, again, I grew up with the
internet, with YouTube. Video in2005 was so bad. YouTube was an
amazing product, and peoplestarted using it for all sorts
of video upload. And then SusanWojcicki, who at that time was
at Google, she was actuallyGoogle started in her garage.
She was a visionary that sawwhat YouTube and video could
(05:59):
become. And she convinced Larryand Sergey, the founders, to buy
in 2006 but the reason I tellthat story is because for many
years, YouTube had a click baitproblem where you could say,
here's the five best tricepexercises to do, and you click
on it and it's a bunch of catsdancing on the piano, and that
is not a good user experience.
And YouTube needed to solvethat, which they did through
(06:20):
what they call AVD, or averageview duration. So YouTube wants
to know, when you click on avideo, what percentage of that
video are you watching? If youwatch 5% YouTube says this is
probably not a great video.
They're going to down rank it.
If you watch 90% that's aquality signal, they're going to
say this is good. The Creatordelivered on the expectation of
title and thumbnail. So theseare the only two things that
(06:41):
really matter on YouTube. Thelast thing I'll tell you is
there is a formula for retentionon the platform. And so when
brands that I work with orclients think about creating
content, they need to thinkabout in four separate chunks.
You need to hook people, youneed to have storytelling, you
need to re engage them, and thenonce you get them past 50% of a
video. They're in the back half,and they're mostly bought in.
(07:02):
But I would say the number onething people are not doing
outside of best practices andnot enough storytelling. Video
is about storytelling andgetting people invested in what
your your message is and yourvideo is. You mentioned
Krissy Vann (07:16):
the thumbnail, and obviously that's a great
metaphor. It is the packaging.
But in the YouTube universe, isthere a specific formula for
that packaging? What works?
Well,
Unknown (07:26):
yeah, I would say so less is more what you know, all
my clients I work with, I tellthem, Go look at what Mr. Beast
does. Because literally, he is abillionaire on YouTube. And this
is because he knew all thesethings about 10 years ago, and
they do not deviate from theformulas and from the science.
So, you know, it's brightcolors, it's high contrast, no
more than three words. Like,I've talked to a lot of creators
(07:47):
that take their title and theyput it as copy on the thumbnail.
And I say, you are out of yourmind if you are writing an essay
on your thumbnails. Like,thumbnails are visual assets,
you know. So keeping it simple,the other thing that I see a lot
of faces drive clicks like weare wired to like humans and to
respond to them. So you look atMr. Beast, you look at Jeff
(08:08):
Nipper and some of these otherfolks like it's their face
zoomed in with some type ofemotional expression. So, you
know, I tell clients, don't dothings that would make you
uncomfortable or like would arenot true to your brand, but
faces, emotions drive clicks.
Krissy Vann (08:25):
No, that's a wonderful advice, and it makes a
lot of sense when people play inother social media spaces.
YouTube does havedifferentiators, so some of
those thought processes wherethey're like the thumbnails and
afterthought, my titles andafterthought, I can see how that
happens, but it's great that youreiterate you're missing the
boat if you're not investing ineither of those. When a CEO says
(08:47):
that they want to grow onYouTube, we know. I mean, you
said you've worked in marketing,so sometimes there can be
pressure of like, why aren't wegetting views? How do we grow?
What key signal do you look forat first to assess if the
opportunity is real? Is it thereor just wishful thinking. Is it
worth it?
Unknown (09:02):
Yeah, that's a great question. I would say the number
one thing to look at is howloyal is your community, and the
metric or signal to understandthat is what percent of your
views are coming fromsubscribers. So if you have the
majority of your views comingfrom subscribers, it means that
people know you on YouTube. Youhave a community. They care
about you. They watch you on aweek to week basis. And if you
(09:23):
want to launch products ormemberships or do other things
with the channel, those peoplewill follow you, kind of
wherever you go. So that's areally important thing to think
about, is how loyal is mycommunity? And how do I continue
to build community on theplatform?
Krissy Vann (09:37):
Now monetization, obviously, I know a lot of the
clients that you work with, andyou're just in the infancy of
expanding and already busy. Butbodybuilders, for example, I
know that was something that wasreally fascinating to you, and
it makes sense those independentcreators have a yearning to grow
their platform to ultimatelymake money. We deal with a lot
of boutique fitness operators,HVLP models in the. Luxury gym
(10:00):
side, and so there may be lessattention spent on the fact that
this could be another revenuegenerator for a business. So I'm
just curious beyond AdSense,what monetization levers should
fitness and wellness companiesbe thinking about pulling on
YouTube? And almost never do.
And you may or may not knowthis, but are there any players
in boutique or HVLP, that aredoing YouTube Well,
Unknown (10:23):
yeah, so YouTube likes to say that they built the
Creator economy. You know,Facebook and Tiktok will tell
you they have a billion dollarcreator funds, and they pay out
a billion dollars every year.
YouTube has true revenue shareproducts. YouTube has paid $70
billion to channels in the pastthree years. I mean, it's apples
and oranges, and there are 10ways to make money on YouTube.
And so a lot of my clients and Italk to smaller creators,
(10:45):
because, again, to be a channelon YouTube is to be a small
business, and you wantdiversified revenue streams for
your business. So I would saythe number one product to think
about outside of ads on YouTubeis channel membership. And
again, it it ties back to whatwe were talking about with
community. If you have a lot ofreally loyal fans that want more
content from you, want access toyou want to see behind the
(11:08):
scenes, you know, one to ask youquestions or get recognition
from you. Offering a membershipproduct where you're charging
five or $10 you know, on amonthly basis for exclusive
content or a members only livestream, is something that works
extremely well. And again,that's recurring revenue is less
variable, typically, than ads,because, as we all know, kind of
(11:30):
CPMs and ads can go up and down
Krissy Vann (11:34):
now from a data perspective, because obviously,
if there's a marketing teambehind us or a smaller team,
they want to know what's workingso what are some of the
overlooked indicators insideYouTube studio that executives
should actually be trackingweekly if they want to improve
performance and retention? And Iknow you kind of touched on some
of those important ones at thebeginning there, but if they're
in the studio, what are theysearching for?
Unknown (11:55):
Yeah, I mean, it's, I sound like a broken record, but
YouTube is having success. OnYouTube is kind of like going to
the gym. It's boring. There's nosecret sauce. It's literally
just, you know, consistencyreps. I mean, you know, you and
I are both gym people. You justgotta go in every day and do the
reps and the sets. So clickthrough rate and average view
duration are the things to lookat. And people ask me all the
(12:16):
time, you know, we, as someonewho worked in marketing for a
long time, you know, what's thebenchmark? I tell people, there
is no benchmark. Whatever youare currently doing is your
baseline. Drive it up over timeand your channel will grow. So
just know what your clickthrough rate is, know what your
average view duration is, anddrive those metrics up over
time. I
Krissy Vann (12:33):
know YouTube, when we initially thought of it, it
was long form content, and thatstill exists to a large degree.
But shorts came on the scene.
And as you mentioned before,there's other players there.
We're familiar Instagram reels,Tiktok. I see a lot of fitness
brands utilizing Instagram andTiktok to drive basically
personality so people canunderstand what their gym is all
about. And ultimately, it's agreat funnel to get members in
(12:55):
the door. YouTube shorts lessso. Are there opportunities
there, and is that alsosomething that could be another
revenue stream if it hits?
Unknown (13:06):
Yeah, it's a good question. So YouTube will tell
you that the name of the game in2025 is multi format and multi
product. So to have success onthe platform, you have to be
doing, ideally, shorts, longform and live stream. But really
shorts and long form are the keyto success. And I would say,
even though there aremonetization opportunities with
(13:26):
YouTube shorts, it is more atthis point of a kind of
awareness driving tool for yourchannel. So you want to do
shorts that are quick,compelling, still their
storytelling, even though peopleforget, even though you know
shorts and reels and tick tockscan be as short as you know,
1015, 30 seconds, you still needto tell a story, and there needs
(13:48):
to be a reason to watch. Butmostly it's you know. You're
using those formats to getpeople more familiar with who
you are, drive search anddiscovery and then have them,
you know, subscribe to your youknow your channel and watch your
long form content, because, youknow, it's hard to build really
kind of a relationship with youraudience in that very short
format, you know, and whenyou're getting people to watch
(14:11):
you for 510 minutes, or, youknow, their videos on YouTube
that are four hours long, ifsomeone's sitting down to watch
you for four hours, they reallyget to to know you and
understand you. So that's reallywhat you want to do is use
shorts to drive traffic andawareness for your long form
videos.
Krissy Vann (14:27):
Obviously, one of the other elements that we've
seen on YouTube Evolve ispodcasting, and I mean podcasts
in general are just becomingmore and more mainstream. I feel
like before it was the subset ofthe population, and now
everyone's tossing them around,made a lot of sense for YouTube
to get in the game. And I thinkthis is something that's hyper
relevant to a lot of fitnessbrands, because they're already
(14:49):
kind of playing in this space.
What are the best practices towin at podcasting on YouTube?
Because, for example, I knoweven I had a passion project
podcast, so you can easily on.
The back end, flip the switchand just have it push your RSS
feed up there. But are, is theremore that we should be doing to
get visibility on the platform?
Unknown (15:08):
Yeah, podcasts are really interesting space. And to
your point, it's so everyone hasa podcast these days, and I
think a lot of it stems from thefact that podcasts are
repeatable content formats. Youknow, it's very easy to sit down
and have a conversation withsomeone. Conversation with
someone. It's hard to be, youknow, a Mr. Beast and spend $5
million and travel the world andget eaten by lions like, that's,
(15:29):
you can't do that more than, Imean, none of us can do that,
but he can't do that more than,maybe, you know, once every
couple of years, it really goesback. And I know I'm going to
sound like a broken record tothe fundamentals, like, if you
are doing a podcast on YouTube,making sure your thumbnail is
really strong, your packaging isreally strong and compelling.
You know, you know what yourvalue proposition is. And you're
(15:51):
getting people to watch, youknow, to click on it and watch.
And then it's, you know,storytelling. And it's thinking
about, how do you hook peoplebegin storytelling and then re
engage them throughout thatepisode. So, you know, I don't
know if there's a secretformula. I know that YouTube is
the number one podcast platformin the world, and there is a lot
of focus on making those thatproduct and features work better
(16:15):
at YouTube. But I think again, alot of the success there with
the folks that I see, whetherit's, you know, Peter Attias,
the Andrew hubermans, the Joerogans Like I mean, those are
very established podcasts, butthey are doing they have great
guests, they have greatstorytelling, they ask great
questions, and their thumbnailand packaging are very strong.
Krissy Vann (16:34):
I mean, we know that there's a lot of fitness
CEOs that are playing in theLinkedIn space right now. In a
big way, LinkedIn has had hugeshifts and niching into the
video side of things and reallygrowing into a social platform
where a couple of years ago, itwas just your online resume. Is
there merit to them bridgingover to YouTube? Is there things
they should be doing differentlyor on top of that? How can they
(16:56):
grow loyal audiences on LinkedInusing some YouTube best
practices,
Unknown (17:01):
yeah. So, you know, every platform operates very
differently, but I think thefundamentals are the same, you
know, understanding what yourvalue proposition is and why you
are unique, and why peopleshould care. So the name of the
game these days, and I do thiswith a lot of clients, is what,
you know, what I would callniching down, and I'll give you
a story. So I'm working withshe's a friend of mine, and she
(17:23):
said, David, I want to be acontent creator full time
because I don't like my jobanymore. And I say, okay, her
name is, her name is yo yo. Andyo yo goes, I want to be a
tennis creator. And I go, Yo Yo,you can't be a tennis creator.
There's a million tenniscreators out there like you're
not going to stand out. You'renot even that good at tennis, no
offense. So yo yo goes, Okay, sohow do I pair this with
(17:44):
something else? I want to betennis plus fashion, and I go,
yo yo. That's still too broad,like there's a lot of tennis
fashion creators, you're notgoing to be able to stand out.
So we did this niching downexercise, and where we landed
was, yo yo has twin boys thatare about two months older than
my daughter, and yo yo has areally cool story, because she
used tennis postpartum to getback in shape and to feel kind
(18:06):
of really good and energetic.
And that's a story that only yoyo can tell. So now we are
building a channel where yo yois a tennis fashion creator who
also talks about being a mom andhow she used tennis postpartum
like that's a story no one elsecan tell. And so it's thinking
about, you know, whether it'sLinkedIn or Tiktok or Instagram
or YouTube, what is your niche?
(18:29):
What story can you tell that noone else can and you start with
kind of like telling that storyappealing to, you know, a small
target audience, and then itgrows from there. Yeah,
Krissy Vann (18:38):
fair enough. And it's really, I know it's such an
overused word. I think it wasword of the year one or two ago,
authenticity, but that hasn'tgone away. And I truthfully feel
in this AI era, we're so muchwe're starved for it to a
different degree than we werebefore, because it's hard to
sift reality versus what isn't I
Unknown (18:58):
mean, the world is already weird, and it's going to
get a lot weirder as AI becomesmore ubiquitous and gets
Krissy Vann (19:04):
better. Yeah, absolutely. Well, even from the
podcast front, there's alreadytools that could take your
voice, my voice. They could haveprompted this whole
conversation. Why are we evenhere? David,
Unknown (19:12):
scary stuff. Krissy, don't put that out there. We
don't want that the world thatto become the world we live
Krissy Vann (19:17):
in. It won't. It won't. I honestly feel like
nothing can replace a creativeheart. But for some people that
are feeling inspired to maybestart biting into this or adding
this to their strategy, whatwould you say is a good 90 day
90 day monetization roadmap fora fitness brand? Is that even
possible to get yourself tomonetization in 90 days in the
2025 YouTube era? It is if
Unknown (19:40):
you are very strategic and very rigorous with your
approach. So what I like to dowith clients is I typically
start with what I call a ContentMarket Fit exercise. And it's a
very simple kind of marketing,101, 3c, kind of who you are as
a creator, what the competitionis doing, and then what kind of
users or cost. MERS are doing onthese platforms, then moving
(20:02):
into more of a strategic phase.
We do some segmentation. We lookat it demographically,
psychographically, behaviorally,we choose a target. This is the
most important thing. Peoplecome to me and they say, Okay,
there's a million peoplewatching football. I want to do
a football channel similar to mystory about yo yo. It's like, if
you are not offering anythingbetter than the competition.
That could be the biggestsegment in the world, and no
one's going to care about yourstuff. So it's finding the
(20:24):
target that will care about you.
You have a story that is uniqueand will resonate with them that
no one else can tell. And thenit's just figuring out how to
tell that story, you know,classic four piece, price
product promotion in place, likehow to execute, you know,
through content on the on theplatform. So that's what I would
(20:45):
suggest starting with. And thenin 90 days, if you have a really
clear target in mind and valueprop, it's okay, getting the
foundation right, yourpackaging, your retention
strategies, understanding, youknow, content formats, shorts,
VOD, live, and then kind ofstarting to think about
monetization in maybe the sothat's maybe the first 30 days.
(21:06):
Second 30 days is okay. You'reup and running your season,
seeing some success. YouTube isa test and learn platform. All
these platforms are test andlearn what's working, what's not
working. How do you makeadjustments? And then the next
90 days, it's like you're off tothe races. You continue to,
like, iterate, and hopefullyyou're having a lot of success.
And you know, you can startmonetizing on these platforms in
90 days with a lot of strategy.
But again, it's consistency.
(21:30):
It's like going to the gym. Yougotta the only way to build
muscle is do the reps, do thesets, and do them every day.
Krissy Vann (21:37):
And there could be some people listening. I mean,
as you mentioned, YouTube's beenaround for 20 years, so there
could be teams that, back in theday were like, we're gonna do
this YouTube thing that we'veheard of, and then their channel
goes dead, and so they have kindof old content that maybe
doesn't look super great. Canthose be revived? Is it better
to just start again fromscratch? What should they do? If
(21:59):
they're like, this should be aplace we were playing, but we've
messed it up previously. Yeah,that's
Unknown (22:04):
a really good question.
I don't think there's one rightanswer. I think both scenarios
could work. I think you canrestart your channel, as long as
you have a very clear target inmind and focus for the content.
And I would say if you'rerestarting the channel,
reintroducing yourself. So thefirst couple of videos that
you're putting out there say,hey, you know, if you're if
you've been on this channel fora long time, here we are again.
(22:25):
We're doing something new.
Here's what you can expect. Ithink it's also fine to start a
new channel. If you are startinga channel from scratch, shorts
have to be a part of thatcontent strategy, because that's
what's going to drive awarenessand kind of get the ball rolling
on people seeing your content,discovering it, and then you can
(22:45):
drive that audience to the mainchannel to watch more of your
long form content.
Krissy Vann (22:49):
Brilliant. Well, lastly here, David, what is your
final piece of advice? If you'rethink about the fact you are
speaking to boutique operators,big box gyms, these big brands,
what would be your final pieceof advice for them, especially
for this space in 2025
Unknown (23:05):
Yeah, everyone who knows me knows the two things I
say the most. We don't overthinkthings and we don't sweat the
small stuff. It's okay if yourcontent strategy or your idea or
your videos are not perfect, putit out there, publish it, test
and learn. This is what youknow, social media and these
platforms were designed for. Youtest things, you learn what
(23:26):
works, and then you makeadjustments. So don't sweat the
small stuff. Don't think itneeds to be perfect. I know, you
know, it just sounds cliche.
Just do it. Kind of get outthere, but that's really the
best advice. And makeimprovements as you go along.
Krissy Vann (23:40):
Sometimes the best advice is the simplest advice.
David, where can people connectwith you?
Unknown (23:44):
Yeah, so structure creation consulting is my
company. You can findus@structurecreation.com We're
also on LinkedIn. You know, I'mmostly focused on the health and
fitness space. This is mypassion. I'm working with
athletes, brands, podcasters inhealth and fitness, typically on
the smaller side. So I say undera million subscribers, but yeah,
(24:05):
I love this space. I'm alsoworking with a bunch of
nonprofits, American HeartAssociation, fit America, and
HFA. So I'm just excited to getout more. I'm going to
athletech, I'll be at VidCon.
I'll be at a couple otherconferences later in the year.
And Krissy, as you know, I'mjust so grateful for you. And
people like Emma Berry and EricaWeiss and Eric Mazon, you know,
(24:26):
people that have, like, embracedme in this industry and are so
kind. Because, as I tell folks,there's a lot of big egos and
big tech half the people Iworked with I'm going to be best
friends with forever, the otherhalf bad energy people. I don't
want to be around them. And whatI have seen in the short time of
being in this space is how warmand welcoming and smart everyone
is.
Krissy Vann (24:48):
Yeah, honestly, I told you when we met as well, I
had been on the consumer sideand switched over the last
couple of years. And I have toagree so much with that
sentiment, and I think it'sbecause we all. Are built on
that same foundation ofunderstanding what it means to
move and maybe, just maybe, it'sbecause exercise gives us all
those good endorphins, andthat's why we're kind people.
(25:10):
Thank you so much, David, foryour time.
Unknown (25:13):
Thank you, Krissy. It was great to talk with
Krissy Vann (25:19):
you. You've just listened to the All Things
fitness and wellness podcasthosted by Krissy Vann. Be sure
to hit like and subscribe. Wehave new podcast episodes weekly
featuring industry insiders andinfluencers. Together, we're on
a mission for everyone to live alife fit and well you
YouTube's biggest asset is its size. It's 2 billion
(00:03):
daily active users. It's thenumber one podcast platform in
the world. It's the number onestreaming platform in the world,
ahead of Netflix. Its biggestliability is also its size.
There's a lot of products. It'svery confusing. It's
overwhelming. And as I telleveryone, there's only two
metrics on YouTube that matterto do the platform. Well,
Krissy Vann (00:20):
this is all things fitness and wellness, uniting
industry thought leaders and fitinfluencers on the mission to
inspire innovation and encouragepeople to live a life fit and
well. On today's episode, wewelcome a rare find, someone who
brings true insider knowledgefrom deep within the engine room
of YouTube itself. David Shermanpresser, founder of structure
creation consulting isn't justanother strategist. He's worked
(00:43):
behind the scenes shaping howcreators grow, monetize and
scale on the world's biggestvideo platform. Now, typically
we're talking about the businessof fitness, but this episode is
a gold mine for CEOs looking toelevate their personal brand,
like I'm seeing many of you doon LinkedIn and CMOS, aiming to
drive meaningful member growththrough content that actually
(01:04):
moves the needle. David brings astrategic perspective. Most
never get access to Insight bornfrom working with the platform
and its top performers, frompersonal branding to lead
generation and long termengagement. This conversation is
a must listen if you're seriousabout growing with purpose in
the digital age. Before we getto it, be sure to hit like and
subscribe. We have new podcastepisodes weekly featuring
(01:26):
industry thought leaders andinfluencers. I'm your host,
Krissy Vann, and this is atfw,okay? David Sherman presser, now
this was a name that I had nothad in my sphere, in my time in
the fitness industry, until thispast March, going around the
HFA. And I have to say, David,you were working hard and fast,
(01:51):
and it's because at the time,you were on the cusp of bringing
a new venture to life. So tell alittle bit about your history
and what has brought you to thefitness industry?
Unknown (02:02):
Thank you, Krissy, I'm excited to be here. Yeah. HFA,
that was my first time at theevent in Vegas. I was actually
still working at YouTube at thetime, and I was getting ready to
launch my own company. So as Itell people, I was at YouTube
for almost seven years, I builthalf of the Creator monetization
products there. So there's fewfolks in the world and know
(02:22):
about as much about monetizationon YouTube as I do. And you
know, YouTube is a greatplatform. I grew up with it, and
there's so much opportunity forthe health and fitness space.
And everyone who knows me knowsthat that is my passion in life.
So my mom, I tell everyone,she's going to be 75 in June.
She still bikes cross country,she still works. She's a
(02:44):
nutritionist, big inspirationfor me. So basically, I'm taking
my platform knowledge and mywork experience. I've been in
marketing for 15 years. I'vebeen to business school. I was
at YouTube for seven years. I'mpassionate about health,
longevity, mindfulness, and soI'm taking my YouTube knowledge
and I'm bringing it to thisspace to help people up level on
Krissy Vann (03:04):
YouTube. And I know for yourself, David, you know,
in this audience, we speak a lotto this enterprise level of the
fitness industry. And you wouldthink, you know, why is it
relevant to them? Well, onething that I'm noticing more and
more are C suite executives thatare really not just looking to
build their businesses,encourage their marketing teams
to play in these places andthink differently, but in
(03:26):
addition to that, they'rebuilding their own personal
brand. So through theconversation today, I know
you're not going to give us allthe secret sauce because you
have a job and a business behindit, but you are going to help
enlighten us with some of thesetools, which I feel a are always
evolving, and B are often verymisunderstood. So we'll dive
right in here. As you mentioned,you've seen the inner workings
(03:47):
of YouTube. So what's the numberone thing that you notice
fitness brands get wrong aboutmonetization mechanics?
Unknown (03:54):
Yeah. So the number one thing that fitness brands do
wrong is they don't do the bestpractices. I tell everyone,
YouTube's biggest asset is itssize. It's 2 billion daily
active users. It's the numberone podcast platform in the
world. It's the number onestreaming platform in the world,
ahead of Netflix. Its biggestliability is also its size.
There's a lot of products. It'svery confusing. It's
(04:14):
overwhelming. And as I telleveryone, there's only two
metrics on YouTube that matterto do the platform. Well, you
gotta get people to click onyour videos, and you got to get
people to watch them. So I'lltell you in two minutes,
basically how YouTube works. Somost videos on YouTube are
watched and what we call homefeed or watch next so they're
served algorithmically. This isnot a surprise. Everyone knows
this, but YouTube wants to knowif they put a video in front of
(04:36):
you, Krissy, are you going toclick on it? Click through rate
is very important, which meansyour title and thumbnail are one
of the most important things onYouTube. I still talk to a lot
of clients, creators, fitnessbrands, that view their
thumbnail as like a kind ofsilly title, small image. I tell
people, it's basicallypackaging. You would never
(04:57):
create a product with badpackaging. Title and thumbnail
are the packaging for yourcontent, and if that's not
compelling, people aren't goingto click and they're not going
to watch. So that's the firstthing. The second thing is,
people forget this. YouTube isliterally 20 years old. This
year, they just celebrated their20th birthday. Wild. It's in I
grew up with the internet andYouTube. It's been a, you know,
(05:19):
an amazing two decades. Peoplealso don't know this. YouTube
started as a dating platform.
I'm not making this up. Youcould look it up. YouTube
launched Valentine's Day 2005because the founders thought
that people were going to uploaddating videos of themselves, and
this is how they were going tomeet. Oh
Krissy Vann (05:34):
my goodness, I did not know this. I'm loving this.
YouTube tea. Funny
Unknown (05:38):
story. And you know, again, I grew up with the
internet, with YouTube. Video in2005 was so bad. YouTube was an
amazing product, and peoplestarted using it for all sorts
of video upload. And then SusanWojcicki, who at that time was
at Google, she was actuallyGoogle started in her garage.
She was a visionary that sawwhat YouTube and video could
(05:59):
become. And she convinced Larryand Sergey, the founders, to buy
in 2006 but the reason I tellthat story is because for many
years, YouTube had a click baitproblem where you could say,
here's the five best tricepexercises to do, and you click
on it and it's a bunch of catsdancing on the piano, and that
is not a good user experience.
And YouTube needed to solvethat, which they did through
(06:20):
what they call AVD, or averageview duration. So YouTube wants
to know, when you click on avideo, what percentage of that
video are you watching? If youwatch 5% YouTube says this is
probably not a great video.
They're going to down rank it.
If you watch 90% that's aquality signal, they're going to
say this is good. The Creatordelivered on the expectation of
title and thumbnail. So theseare the only two things that
(06:41):
really matter on YouTube. Thelast thing I'll tell you is
there is a formula for retentionon the platform. And so when
brands that I work with orclients think about creating
content, they need to thinkabout in four separate chunks.
You need to hook people, youneed to have storytelling, you
need to re engage them, and thenonce you get them past 50% of a
video. They're in the back half,and they're mostly bought in.
(07:02):
But I would say the number onething people are not doing
outside of best practices andnot enough storytelling. Video
is about storytelling andgetting people invested in what
your your message is and yourvideo is. You mentioned
Krissy Vann (07:16):
the thumbnail, and obviously that's a great
metaphor. It is the packaging.
But in the YouTube universe, isthere a specific formula for
that packaging? What works?
Well,
Unknown (07:26):
yeah, I would say so less is more what you know, all
my clients I work with, I tellthem, Go look at what Mr. Beast
does. Because literally, he is abillionaire on YouTube. And this
is because he knew all thesethings about 10 years ago, and
they do not deviate from theformulas and from the science.
So, you know, it's brightcolors, it's high contrast, no
more than three words. Like,I've talked to a lot of creators
(07:47):
that take their title and theyput it as copy on the thumbnail.
And I say, you are out of yourmind if you are writing an essay
on your thumbnails. Like,thumbnails are visual assets,
you know. So keeping it simple,the other thing that I see a lot
of faces drive clicks like weare wired to like humans and to
respond to them. So you look atMr. Beast, you look at Jeff
(08:08):
Nipper and some of these otherfolks like it's their face
zoomed in with some type ofemotional expression. So, you
know, I tell clients, don't dothings that would make you
uncomfortable or like would arenot true to your brand, but
faces, emotions drive clicks.
Krissy Vann (08:25):
No, that's a wonderful advice, and it makes a
lot of sense when people play inother social media spaces.
YouTube does havedifferentiators, so some of
those thought processes wherethey're like the thumbnails and
afterthought, my titles andafterthought, I can see how that
happens, but it's great that youreiterate you're missing the
boat if you're not investing ineither of those. When a CEO says
(08:47):
that they want to grow onYouTube, we know. I mean, you
said you've worked in marketing,so sometimes there can be
pressure of like, why aren't wegetting views? How do we grow?
What key signal do you look forat first to assess if the
opportunity is real? Is it thereor just wishful thinking. Is it
worth it?
Unknown (09:02):
Yeah, that's a great question. I would say the number
one thing to look at is howloyal is your community, and the
metric or signal to understandthat is what percent of your
views are coming fromsubscribers. So if you have the
majority of your views comingfrom subscribers, it means that
people know you on YouTube. Youhave a community. They care
about you. They watch you on aweek to week basis. And if you
(09:23):
want to launch products ormemberships or do other things
with the channel, those peoplewill follow you, kind of
wherever you go. So that's areally important thing to think
about, is how loyal is mycommunity? And how do I continue
to build community on theplatform?
Krissy Vann (09:37):
Now monetization, obviously, I know a lot of the
clients that you work with, andyou're just in the infancy of
expanding and already busy. Butbodybuilders, for example, I
know that was something that wasreally fascinating to you, and
it makes sense those independentcreators have a yearning to grow
their platform to ultimatelymake money. We deal with a lot
of boutique fitness operators,HVLP models in the. Luxury gym
(10:00):
side, and so there may be lessattention spent on the fact that
this could be another revenuegenerator for a business. So I'm
just curious beyond AdSense,what monetization levers should
fitness and wellness companiesbe thinking about pulling on
YouTube? And almost never do.
And you may or may not knowthis, but are there any players
in boutique or HVLP, that aredoing YouTube Well,
Unknown (10:23):
yeah, so YouTube likes to say that they built the
Creator economy. You know,Facebook and Tiktok will tell
you they have a billion dollarcreator funds, and they pay out
a billion dollars every year.
YouTube has true revenue shareproducts. YouTube has paid $70
billion to channels in the pastthree years. I mean, it's apples
and oranges, and there are 10ways to make money on YouTube.
And so a lot of my clients and Italk to smaller creators,
(10:45):
because, again, to be a channelon YouTube is to be a small
business, and you wantdiversified revenue streams for
your business. So I would saythe number one product to think
about outside of ads on YouTubeis channel membership. And
again, it it ties back to whatwe were talking about with
community. If you have a lot ofreally loyal fans that want more
content from you, want access toyou want to see behind the
(11:08):
scenes, you know, one to ask youquestions or get recognition
from you. Offering a membershipproduct where you're charging
five or $10 you know, on amonthly basis for exclusive
content or a members only livestream, is something that works
extremely well. And again,that's recurring revenue is less
variable, typically, than ads,because, as we all know, kind of
(11:30):
CPMs and ads can go up and down
Krissy Vann (11:34):
now from a data perspective, because obviously,
if there's a marketing teambehind us or a smaller team,
they want to know what's workingso what are some of the
overlooked indicators insideYouTube studio that executives
should actually be trackingweekly if they want to improve
performance and retention? And Iknow you kind of touched on some
of those important ones at thebeginning there, but if they're
in the studio, what are theysearching for?
Unknown (11:55):
Yeah, I mean, it's, I sound like a broken record, but
YouTube is having success. OnYouTube is kind of like going to
the gym. It's boring. There's nosecret sauce. It's literally
just, you know, consistencyreps. I mean, you know, you and
I are both gym people. You justgotta go in every day and do the
reps and the sets. So clickthrough rate and average view
duration are the things to lookat. And people ask me all the
(12:16):
time, you know, we, as someonewho worked in marketing for a
long time, you know, what's thebenchmark? I tell people, there
is no benchmark. Whatever youare currently doing is your
baseline. Drive it up over timeand your channel will grow. So
just know what your clickthrough rate is, know what your
average view duration is, anddrive those metrics up over
time. I
Krissy Vann (12:33):
know YouTube, when we initially thought of it, it
was long form content, and thatstill exists to a large degree.
But shorts came on the scene.
And as you mentioned before,there's other players there.
We're familiar Instagram reels,Tiktok. I see a lot of fitness
brands utilizing Instagram andTiktok to drive basically
personality so people canunderstand what their gym is all
about. And ultimately, it's agreat funnel to get members in
(12:55):
the door. YouTube shorts lessso. Are there opportunities
there, and is that alsosomething that could be another
revenue stream if it hits?
Unknown (13:06):
Yeah, it's a good question. So YouTube will tell
you that the name of the game in2025 is multi format and multi
product. So to have success onthe platform, you have to be
doing, ideally, shorts, longform and live stream. But really
shorts and long form are the keyto success. And I would say,
even though there aremonetization opportunities with
(13:26):
YouTube shorts, it is more atthis point of a kind of
awareness driving tool for yourchannel. So you want to do
shorts that are quick,compelling, still their
storytelling, even though peopleforget, even though you know
shorts and reels and tick tockscan be as short as you know,
1015, 30 seconds, you still needto tell a story, and there needs
(13:48):
to be a reason to watch. Butmostly it's you know. You're
using those formats to getpeople more familiar with who
you are, drive search anddiscovery and then have them,
you know, subscribe to your youknow your channel and watch your
long form content, because, youknow, it's hard to build really
kind of a relationship with youraudience in that very short
format, you know, and whenyou're getting people to watch
(14:11):
you for 510 minutes, or, youknow, their videos on YouTube
that are four hours long, ifsomeone's sitting down to watch
you for four hours, they reallyget to to know you and
understand you. So that's reallywhat you want to do is use
shorts to drive traffic andawareness for your long form
videos.
Krissy Vann (14:27):
Obviously, one of the other elements that we've
seen on YouTube Evolve ispodcasting, and I mean podcasts
in general are just becomingmore and more mainstream. I feel
like before it was the subset ofthe population, and now
everyone's tossing them around,made a lot of sense for YouTube
to get in the game. And I thinkthis is something that's hyper
relevant to a lot of fitnessbrands, because they're already
(14:49):
kind of playing in this space.
What are the best practices towin at podcasting on YouTube?
Because, for example, I knoweven I had a passion project
podcast, so you can easily on.
The back end, flip the switchand just have it push your RSS
feed up there. But are, is theremore that we should be doing to
get visibility on the platform?
Unknown (15:08):
Yeah, podcasts are really interesting space. And to
your point, it's so everyone hasa podcast these days, and I
think a lot of it stems from thefact that podcasts are
repeatable content formats. Youknow, it's very easy to sit down
and have a conversation withsomeone. Conversation with
someone. It's hard to be, youknow, a Mr. Beast and spend $5
million and travel the world andget eaten by lions like, that's,
(15:29):
you can't do that more than, Imean, none of us can do that,
but he can't do that more than,maybe, you know, once every
couple of years, it really goesback. And I know I'm going to
sound like a broken record tothe fundamentals, like, if you
are doing a podcast on YouTube,making sure your thumbnail is
really strong, your packaging isreally strong and compelling.
You know, you know what yourvalue proposition is. And you're
(15:51):
getting people to watch, youknow, to click on it and watch.
And then it's, you know,storytelling. And it's thinking
about, how do you hook peoplebegin storytelling and then re
engage them throughout thatepisode. So, you know, I don't
know if there's a secretformula. I know that YouTube is
the number one podcast platformin the world, and there is a lot
of focus on making those thatproduct and features work better
(16:15):
at YouTube. But I think again, alot of the success there with
the folks that I see, whetherit's, you know, Peter Attias,
the Andrew hubermans, the Joerogans Like I mean, those are
very established podcasts, butthey are doing they have great
guests, they have greatstorytelling, they ask great
questions, and their thumbnailand packaging are very strong.
Krissy Vann (16:34):
I mean, we know that there's a lot of fitness
CEOs that are playing in theLinkedIn space right now. In a
big way, LinkedIn has had hugeshifts and niching into the
video side of things and reallygrowing into a social platform
where a couple of years ago, itwas just your online resume. Is
there merit to them bridgingover to YouTube? Is there things
they should be doing differentlyor on top of that? How can they
(16:56):
grow loyal audiences on LinkedInusing some YouTube best
practices,
Unknown (17:01):
yeah. So, you know, every platform operates very
differently, but I think thefundamentals are the same, you
know, understanding what yourvalue proposition is and why you
are unique, and why peopleshould care. So the name of the
game these days, and I do thiswith a lot of clients, is what,
you know, what I would callniching down, and I'll give you
a story. So I'm working withshe's a friend of mine, and she
(17:23):
said, David, I want to be acontent creator full time
because I don't like my jobanymore. And I say, okay, her
name is, her name is yo yo. Andyo yo goes, I want to be a
tennis creator. And I go, Yo Yo,you can't be a tennis creator.
There's a million tenniscreators out there like you're
not going to stand out. You'renot even that good at tennis, no
offense. So yo yo goes, Okay, sohow do I pair this with
(17:44):
something else? I want to betennis plus fashion, and I go,
yo yo. That's still too broad,like there's a lot of tennis
fashion creators, you're notgoing to be able to stand out.
So we did this niching downexercise, and where we landed
was, yo yo has twin boys thatare about two months older than
my daughter, and yo yo has areally cool story, because she
used tennis postpartum to getback in shape and to feel kind
(18:06):
of really good and energetic.
And that's a story that only yoyo can tell. So now we are
building a channel where yo yois a tennis fashion creator who
also talks about being a mom andhow she used tennis postpartum
like that's a story no one elsecan tell. And so it's thinking
about, you know, whether it'sLinkedIn or Tiktok or Instagram
or YouTube, what is your niche?
(18:29):
What story can you tell that noone else can and you start with
kind of like telling that storyappealing to, you know, a small
target audience, and then itgrows from there. Yeah,
Krissy Vann (18:38):
fair enough. And it's really, I know it's such an
overused word. I think it wasword of the year one or two ago,
authenticity, but that hasn'tgone away. And I truthfully feel
in this AI era, we're so muchwe're starved for it to a
different degree than we werebefore, because it's hard to
sift reality versus what isn't I
Unknown (18:58):
mean, the world is already weird, and it's going to
get a lot weirder as AI becomesmore ubiquitous and gets
Krissy Vann (19:04):
better. Yeah, absolutely. Well, even from the
podcast front, there's alreadytools that could take your
voice, my voice. They could haveprompted this whole
conversation. Why are we evenhere? David,
Unknown (19:12):
scary stuff. Krissy, don't put that out there. We
don't want that the world thatto become the world we live
Krissy Vann (19:17):
in. It won't. It won't. I honestly feel like
nothing can replace a creativeheart. But for some people that
are feeling inspired to maybestart biting into this or adding
this to their strategy, whatwould you say is a good 90 day
90 day monetization roadmap fora fitness brand? Is that even
possible to get yourself tomonetization in 90 days in the
2025 YouTube era? It is if
Unknown (19:40):
you are very strategic and very rigorous with your
approach. So what I like to dowith clients is I typically
start with what I call a ContentMarket Fit exercise. And it's a
very simple kind of marketing,101, 3c, kind of who you are as
a creator, what the competitionis doing, and then what kind of
users or cost. MERS are doing onthese platforms, then moving
(20:02):
into more of a strategic phase.
We do some segmentation. We lookat it demographically,
psychographically, behaviorally,we choose a target. This is the
most important thing. Peoplecome to me and they say, Okay,
there's a million peoplewatching football. I want to do
a football channel similar to mystory about yo yo. It's like, if
you are not offering anythingbetter than the competition.
That could be the biggestsegment in the world, and no
one's going to care about yourstuff. So it's finding the
(20:24):
target that will care about you.
You have a story that is uniqueand will resonate with them that
no one else can tell. And thenit's just figuring out how to
tell that story, you know,classic four piece, price
product promotion in place, likehow to execute, you know,
through content on the on theplatform. So that's what I would
(20:45):
suggest starting with. And thenin 90 days, if you have a really
clear target in mind and valueprop, it's okay, getting the
foundation right, yourpackaging, your retention
strategies, understanding, youknow, content formats, shorts,
VOD, live, and then kind ofstarting to think about
monetization in maybe the sothat's maybe the first 30 days.
(21:06):
Second 30 days is okay. You'reup and running your season,
seeing some success. YouTube isa test and learn platform. All
these platforms are test andlearn what's working, what's not
working. How do you makeadjustments? And then the next
90 days, it's like you're off tothe races. You continue to,
like, iterate, and hopefullyyou're having a lot of success.
And you know, you can startmonetizing on these platforms in
90 days with a lot of strategy.
But again, it's consistency.
(21:30):
It's like going to the gym. Yougotta the only way to build
muscle is do the reps, do thesets, and do them every day.
Krissy Vann (21:37):
And there could be some people listening. I mean,
as you mentioned, YouTube's beenaround for 20 years, so there
could be teams that, back in theday were like, we're gonna do
this YouTube thing that we'veheard of, and then their channel
goes dead, and so they have kindof old content that maybe
doesn't look super great. Canthose be revived? Is it better
to just start again fromscratch? What should they do? If
(21:59):
they're like, this should be aplace we were playing, but we've
messed it up previously. Yeah,that's
Unknown (22:04):
a really good question.
I don't think there's one rightanswer. I think both scenarios
could work. I think you canrestart your channel, as long as
you have a very clear target inmind and focus for the content.
And I would say if you'rerestarting the channel,
reintroducing yourself. So thefirst couple of videos that
you're putting out there say,hey, you know, if you're if
you've been on this channel fora long time, here we are again.
(22:25):
We're doing something new.
Here's what you can expect. Ithink it's also fine to start a
new channel. If you are startinga channel from scratch, shorts
have to be a part of thatcontent strategy, because that's
what's going to drive awarenessand kind of get the ball rolling
on people seeing your content,discovering it, and then you can
(22:45):
drive that audience to the mainchannel to watch more of your
long form content.
Krissy Vann (22:49):
Brilliant. Well, lastly here, David, what is your
final piece of advice? If you'rethink about the fact you are
speaking to boutique operators,big box gyms, these big brands,
what would be your final pieceof advice for them, especially
for this space in 2025
Unknown (23:05):
Yeah, everyone who knows me knows the two things I
say the most. We don't overthinkthings and we don't sweat the
small stuff. It's okay if yourcontent strategy or your idea or
your videos are not perfect, putit out there, publish it, test
and learn. This is what youknow, social media and these
platforms were designed for. Youtest things, you learn what
(23:26):
works, and then you makeadjustments. So don't sweat the
small stuff. Don't think itneeds to be perfect. I know, you
know, it just sounds cliche.
Just do it. Kind of get outthere, but that's really the
best advice. And makeimprovements as you go along.
Krissy Vann (23:40):
Sometimes the best advice is the simplest advice.
David, where can people connectwith you?
Unknown (23:44):
Yeah, so structure creation consulting is my
company. You can findus@structurecreation.com We're
also on LinkedIn. You know, I'mmostly focused on the health and
fitness space. This is mypassion. I'm working with
athletes, brands, podcasters inhealth and fitness, typically on
the smaller side. So I say undera million subscribers, but yeah,
(24:05):
I love this space. I'm alsoworking with a bunch of
nonprofits, American HeartAssociation, fit America, and
HFA. So I'm just excited to getout more. I'm going to
athletech, I'll be at VidCon.
I'll be at a couple otherconferences later in the year.
And Krissy, as you know, I'mjust so grateful for you. And
people like Emma Berry and EricaWeiss and Eric Mazon, you know,
(24:26):
people that have, like, embracedme in this industry and are so
kind. Because, as I tell folks,there's a lot of big egos and
big tech half the people Iworked with I'm going to be best
friends with forever, the otherhalf bad energy people. I don't
want to be around them. And whatI have seen in the short time of
being in this space is how warmand welcoming and smart everyone
is.
Krissy Vann (24:48):
Yeah, honestly, I told you when we met as well, I
had been on the consumer sideand switched over the last
couple of years. And I have toagree so much with that
sentiment, and I think it'sbecause we all. Are built on
that same foundation ofunderstanding what it means to
move and maybe, just maybe, it'sbecause exercise gives us all
those good endorphins, andthat's why we're kind people.
(25:10):
Thank you so much, David, foryour time.
Unknown (25:13):
Thank you, Krissy. It was great to talk with
Krissy Vann (25:19):
you. You've just listened to the All Things
fitness and wellness podcasthosted by Krissy Vann. Be sure
to hit like and subscribe. Wehave new podcast episodes weekly
featuring industry insiders andinfluencers. Together, we're on
a mission for everyone to live alife fit and well you
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