When it comes to endurance sports, Lance Armstrong is at the top of the list. Lance has won seven times at the Tour de France. Cycling has been a long time European sport. When Lance Armstrong won the first tour in 1999 it sent the French into an emotional hysteria. This had been a French sport and now a newbie hotshot from America had won it. Well, that first win at the tour wasn’t the last; Lance continued to win six more tours even after having to deal with cancer. The story of Lance’s success at the tour and battle over cancer inspired to create an organization called Livestrong. Millions of yellow wrist bands were sold and the proceeds went to help fight cancer. Livestrong over time developed into a popular brand of products and clothing. There is now a Livestrong website that offers information on diet, nutrition, exercise, health concerns and risks, and training groups and rides. The all-encompassing website has discussion forums where people can talk on a variety of topics about health and exercise. In the world of exercise, some great information can be shared and produced in these forums. The collective intelligence found on this site allows individual health enthusiast, novice athletes, professionals, and coaches alike to share and discuss their knowledge and experience. This form of sharing information can be seen as produceage where there is no direct producer or consumer; rather, a conglomeration of knowledge that continues to be critiqued, revisited, revised, used, and stored.