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The company also has a free app that uses AI to create custom quit plans for users and provide support from a community of “quitters” — a word used heavily in their branding.

Hardy, 42, has never been a quitter and is not going to change the habit of a lifetime in the final minutes of her bout against undisputed featherweight champion Amanda Serrano.

"People called him a coward and quitter, and that just wasn't true," Warren says.

People called her a “quitter” who had nothing more than an off day, Biles said in the docuseries.

It inspired many, but also drew scorn from some who branded her a "quitter" at the time.