"A lot of people . . . just look for a platform. We say, pause a second, think about what's your content strategy and what you're trying to achieve . . . Once you're set on content, the platform and tools are just the delivery mechanism," states Mike Hanson, Managing Partner of Endorphinz. Mike & Ann Marie discuss the push toward omni channel marketing (now more important than ever), thoughts fitness pros should consider before they go into video, the relationship between the studio and the instructors, revenue sharing models, brands establishing a "digital footprint" and more!