John Everwas, founder of FitNinja, opened his fitness centre in 2019, with the idea of focusing on the personal connection between the instructors and the clients. However, the Covid pandemic forced him to go mainly digital by producing video classes and making them available online. Personal contact with the customers was severely limited to small-group private lessons for an extra fee. Soon, the change of strategy, the stress caused by the Covid pandemic and the financial pressure provoked a severe burnout for John.