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  "path": "/how-a-new-wave-of-fitness-enthusiasts-are-building-durable-businesses/",
  "publishedAt": "2026-06-03T09:21:00.000Z",
  "site": "https://athletechnews.com",
  "tags": [
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  "textContent": "The modern wellness founder is building around lifestyle, recovery and longevity — but turning passion into a scalable brand requires a very different playbook. Recovery…",
  "title": "How a New Wave of Fitness Enthusiasts are Building Durable Businesses"
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