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(Even Lululemon had its own distinctive vernacular. It was printed all over their shopping bags, so customers would walk out of the store carrying mantras like, “There is little difference between addicts and fanatic athletes,” “Visualize your eventual demise,” and “Friends are more important than money”—all coined by their so-called “tribe” leader, Lululemon’s founder, Chip Wilson, an aging G.I. Joe type just like Greg Glassman whose acolytes were equally devout. Who knew fitness could inspire such religiosity?)
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