Edan Gelt : Last month I launched a social experiment, branding myself as a fitness mom and started a blog at www.edanjoygelt.com. My brand wasn’t far from the truth – I’ve religiously, worked out for decades and fitness has always been a part of my life, I just wasn’t an expert athlete. At the start of my experiment, my goal was to understand the impact of social media and obviously reap the benefits from the exercise but what I also gained was a lesson in the marketing and psychology of fitness.