The document proposes ESPN Elevate, a live fitness app with on-demand workouts led by trainers for $4.99/month. It would capitalize on the booming $26B fitness app market. A SWOT analysis and business plan are presented, projecting $55M in revenue after 6 months with 2M active users, though initial and monthly operating costs total $19.5M. Benefits include attracting new customer segments and sponsorship opportunities to interact with fans in a new way.