Not All Time Is Created Equal

In his new book, What to Make of a Life, Jim Collins introduces the concept of NATALIE moments—an acronym for “not all time in life is equal.” These are pivotal periods when an opportunity or a challenge carries the potential to disproportionately shape our future.

As we reflect on 2026 and prepare for 2027, it’s worth asking ourselves: What moments defined the past year, and what moments lie ahead that deserve our greatest attention?

Collins emphasizes that these moments call for “an unequal response to an unequal moment.” In other words, when the stakes are unusually high, our investment of time, energy, and commitment should be equally extraordinary. We need to recognize when the moment calls for us to be obsessively all in.

For leaders in the health and fitness industry, this concept has important implications. Perhaps it’s a breakthrough opportunity to grow your business, a critical moment to invest in a team member, or a chance to establish your brand in a way that earns lasting trust. The specific opportunity will differ, but the challenge is the same: recognizing which moments matter most and having the discipline to respond accordingly.

Define Your Purpose

We cannot give everything equal attention. The best leaders recognize that some decisions, relationships, and opportunities have the potential to change the trajectory of their organizations. They focus their energy where it can make the greatest difference.

Our industry has the potential to meaningfully improve the health and longevity of millions of people. Realizing that potential requires more than good intentions. It requires leaders who recognize important moments and have the courage and conviction to act.

We cannot always control when opportunity finds us. But we can control how prepared we are to recognize it and what we do next.

As you look toward 2027, consider this question: What opportunity deserves a larger share of your energy, focus, and commitment? You cannot be all in on everything. But when you identify a moment that truly matters, an extraordinary response may make all the difference.

The answer may shape far more than the year ahead.