After years running a packed West Hollywood fitness studio and launching multiple FitTech products, revenue flattened, Justin Norris' health slipped, and the business stalled. A single cold plunge changed everything. The clarity he felt stepping out of the water sparked a pivot that would take LIT from a traditional fitness brand to a design-forward recovery company now backed by pro athletes and top investors. Today, LIT is redefining the recovery category with premium cold plunges, infrared saunas, and turnkey solutions for gyms, studios, and hospitality groups. In this episode, Justin breaks down how he rebuilt the business from the inside out — the mindset shift, the product decisions, and the bet on recovery becoming the next wave in wellness. Make sure to check out LIT at: https://www.litmethod.com/   Check out my new book on Amazon: https://amzn.to/4kRKGTX Register for Starting Small Summit 2026: https://startingsmallmedia.org/startingsmallsummit Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle   Thank you to this episodes mid-break sponsor, Blue Sky. Blue Sky Clayworks has been hand-crafting whimsical, high-quality collectible ceramics for over 20 years — from seasonal candle houses and detailed figurines to tabletop classics you’ll want out year-round. Each piece is individually hand-painted and hand-packed to arrive perfect, and fans rave that the designs are unlike anything else you’ll find. Check out their 12 days of giving until Dec 12th for 20% off deals at https://blueskyclayworks.com/