Guille Velez, the Chief Editor of Mercado Fitness, a leading business magazine focused on fitness in the Americas and Spain, believes that the most exciting new initiative in the fitness industry is the use of technology to improve the overall experience of being active. He argues that technology can be used to deepen the human factor of fitness services and make them more personalized and engaging. The fitness ecosystem has become very diverse, and consumers want to work out wherever, whenever, at a low price, and with results in shorter periods of time. Guille also emphasizes the importance of mental and emotional health and the holistic approach in the collective imagination. Finally, he believes that wellness should not be too specialized, and human beings are often not that ‘special.’

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