Former professional tennis player John McEnroe, known for his competitiveness and confrontational on-court behavior, is quoted for saying: “You hit a wall at some stage when you don’t want it so bad, but you don’t know when that’s going to be — as far as competition or as far as health is concerned. Sometimes it’s just natural. You just taste it, and you want it so bad that you find other gears.”

Within the beverage space, as consumer trends are impacting the coffee market, experts note that the overall category is “finding other gears” to meet consumers’ changing preferences.