URPlaceFitness is a company that sells fitness equipment and provides electronic (streaming) access to fitness instruction and resources. During the COVID-19 pandemic, URPlaceFitness experienced massive growth in the fitness industry market, rising to be a key player in the marketplace with a market cap of around $5 billion. Like many of its competitors, URPlaceFitness, offers subscription-based streaming services for fitness classes and training programs, and it sells fitness equipment such as treadmills, stationary bikes, rowing machines, etc. However, since the return to in-person fitness membership opportunities, a significant number of people have dropped their fitness-related streaming services and returned to in-person fitness activities. There has also been a considerable drop in fitness equipment purchases. As a result, the company has had to lay off 20 percent of its workforce and outsource its equipment manufacturing. Given the shift in the market, URPlaceFitness needs to change its strategic direction to remain viable. URPlaceFitness has hired a new CEO to lead the company through this pivotal transformation. The new CEO has announced the following key initiatives to turn this company around. These initiatives include the following: Build up the corporate URPlaceFitness services by creating a new business unit that promotes and supplies