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Dan started PushPress in 2013. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on PushPress?
The story of PushPress actually predates my involvement in fitness in any way. I was a coder, working for startups in the early 2000s. “Startup Culture” back then was unlimited free sodas and nightly catered dinners. Both of which lead me to be about 30 pounds overweight by 2008.
In late 2008, I joined a CrossFit gym looking to shed some weight as fast as possible. While there, I was exposed to their gym management platform which was an absolute nightmare to use. This platform was the 800-pound gorilla in the space, they were operating on antiquated technology, seemed too big to move quickly, and their customer experience ended up making gyms look terrible.
Doing a deeper competitive analysis, I realized that every other solution in the market was basically replicating what the market leader was doing. There was very little innovation in the space.
In other words, I was looking at an industry waiting to be disrupted.
The first step was to form a team of other highly engaged Internet entrepreneurs who were also deeply interested in Fitness. We then opened a gym to understand what it was like to walk in the shoes of a gym owner.
From what we learned in our first 9 months of gym ownership, PushPress was born as a product.
> Marketing beats product, almost all of the time. If we had focused more on marketing, distribution, and sales we would have grown much faster in our early years.