Business is booming for the health and fitness industry, which topped a whopping $30 billion this year. Many say fitness is an internet-resistant sector because it’s one that actually requires a human interface to work. After all, you can’t get in shape just lying there, right? Actually it turns out you can.

We’ve come a long way since analog weight loss devices like Thighmasters, Shake Weights, and even jump ropes. Innovation has upped the ante from treadmills, ellipticals and stair climbers to what I like to call Fitness X. Now with the push of a button, a flick of a switch or environmental conditioning there are endless options for how to get your work out on, whenever and wherever is most convenient for you. From your home, to the office, to the park, the days of the gym are over. Not only has technology simplified driving, shopping, and virtually every other active aspect of life, it’s given us a’ No Excuses’ policy when it comes to our health.

So how is the fitness future changing the game? Today four fabulous fitness business owners discussed how they’ve broken the mold of the industry and how they got there.

Here with me to discuss the future of fitness are cold workout founders of Brrrn, Jimmy Martin and Johnny Adamic. Brynn Putnam, Founder of DIY futuristic home-workout MIRROR,  and founder of urban sweat lodge Shape House, Sophie Chiche.