Is this a product... a Service?

Folks,

Comes occasionally a phenom like this...

http://www.parkour.com/

Certainly it has products attached, services attached, but it is more of a
movement than a product or
service, and certainly is a money maker... like EST and the Zone. And certainly
this is already being
exported... so what is it called, so we can add it as a category of business
activity?

Products, services..., movements? Phenoms? Lifestyles?

John

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