Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance.

In this episode, hosts Matthew Januszek and Mohammed Iqbal visit Life Fitness and Hammer Strength HQ in Chicago, where they're joined by Andrew Mahadevan and Dan Wille from Life Fitness to explore how a more informed and increasingly demanding fitness consumer is shaping the future of the industry.

Today's gym members know more than ever before. Social media, podcasts, athletes and creators have transformed how people learn about training, discover equipment and decide what they want from their gym. Members can now walk into a facility knowing the exact machine they want to use, the movement they want to perform and even the muscle they want to target.

Andrew and Dan discuss how this shift is influencing equipment design and product development, including the resurgence of classic strength movements and equipment, the growth of highly specific training trends and the challenge of deciding which trends have genuine staying power.

They also explore the impact of social media on fitness education. While it has created greater awareness and helped bring more people into fitness, it has also created a challenge for operators and manufacturers as consumers increasingly learn how they want to train from online content regardless of whether the information they're receiving is accurate.

The conversation moves on to the balance between building best-in-class individual products and creating a connected ecosystem. With equipment often representing a five-to-seven-year relationship, Life Fitness believes both the individual product and the wider experience around it matter.

AI is also changing how the business operates. Andrew and Dan explain how Life Fitness is using AI to enable its teams, improve collaboration, make faster decisions and potentially shorten product development cycles.

Looking ahead, consumer expectations are only likely to increase. Fitness and wellness are expanding beyond the traditional gym into multifamily housing, hospitality and other environments, creating opportunities for brands that can deliver a clear and relevant experience wherever the consumer wants to train.

As Dan explains, "People aren't buying workouts… they're buying a lifestyle."

In this episode, we cover:

• How increasingly knowledgeable members are influencing equipment design
• Why classic strength equipment and movements are making a comeback
• The positive and negative impact of social media on fitness education
• How Life Fitness identifies which fitness trends are worth investing in
• Why fitness brands can't be everything to everybody
• The balance between best-in-class products and connected ecosystems
• Who really owns the member experience
• How data could create more personalised fitness experiences
• How AI is changing the way Life Fitness works
• Why consumer expectations will continue to rise
• The growth of fitness across multifamily, hospitality and other environments
• Why people are increasingly buying a lifestyle, not simply a workout

Find out more about Life Fitness: https://www.lifefitness.com/

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0:00 People Aren't Buying Workouts Anymore 0:59 Inside Life Fitness & Hammer Strength HQ 2:24 The Fitness Consumer Has Changed 6:23 Old-School Strength Meets New Technology 12:15 Which Fitness Trends Are Worth Betting On? 18:52 Equipment vs Ecosystem: What Does the Future Look Like? 24:46 Who Owns the Member Experience? 30:23 Connected Fitness, Data & Building Better Habits 34:07 How AI Is Changing Life Fitness 38:09 What Will Fitness Look Like in Five Years?

Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance.

In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Tony Small, co-founder of Replify, Richard Earney, National Wellness Director at Midtown Athletic, and Mason Levey, co-founder of Y7 Studio, for a special round table recorded live at an exclusive VIP dinner in Chicago, brought together in partnership with ABC Fitness.

The fitness consumer is changing. From AI and GLP-1s to wellness, longevity, social media and shifting demographics, the expectations people have of fitness businesses are evolving quickly.

The panel explores how younger generations are engaging with fitness differently and whether gyms, studios and health clubs are becoming important spaces for real-world connection. With ABC Fitness data showing Gen Z and Millennials joining and using fitness facilities at higher rates, what does the next generation of members actually want from the industry?

They also discuss the growing convergence of fitness, health and wellness, including the impact of GLP-1s and whether fitness businesses should broaden the services they offer or remain focused on their core areas of expertise.

The conversation then turns to AI and how technology could help operators deliver more personalised experiences. Rather than using technology primarily to acquire new members, could AI help businesses understand individuals better, communicate with them at the right time and ultimately help create stronger fitness habits?

Ultimately, as consumers become more informed, more connected and more demanding, the question is whether the fitness industry can evolve quickly enough to keep pace.

In this episode, we cover:

• How the fitness consumer is changing
• Why younger generations are engaging with fitness differently
• Whether fitness is becoming a new kind of social space
• GLP-1s and the convergence of fitness, health and wellness
• Whether fitness businesses should expand beyond their core offering
• Why how exercise makes people feel could become more important
• How AI could transform the member experience
• The move from mass communication towards personalisation
• How technology could help operators build stronger fitness habits
• Why human connection remains critical as technology evolves

Find out more about ABC Fitness - https://abcfitness.com

Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities.

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0:00 The Member Has Changed. Has the Fitness Industry? 3:48 Is Fitness Becoming the New Third Space? 10:32 GLP-1s, Wellness & the New Health Consumer 16:19 How AI Is Changing the Fitness Industry 24:28 Does Fitness Need to Rebrand Itself? 29:27 Can AI Help Build Better Fitness Habits? 33:32 Are Consumer Expectations Changing Faster Than Fitness?

Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance.

In this episode, hosts Matthew Januszek and Mohammed Iqbal unpack the findings from the ABC Fitness Wellness Watch: Summer 2026 – The Reinforcement Shift report and explore what the latest consumer data tells us about the changing fitness industry.

For years, the industry has focused on access, inspiration, new equipment, new workouts and attracting more members. But the latest data suggests the bigger opportunity isn't simply getting people to join; it's helping them keep going.

With new gym joins down 9% year-on-year, but existing members showing greater consistency, Matthew and Mo discuss why accountability, reinforcement and habit formation could become increasingly important for operators.

They explore why Gen Z now represents 46% of new gym joins, what fitness can learn from Duolingo's approach to creating long-term habits, and why the growing home fitness community could represent both an opportunity and a challenge for traditional gyms.

The conversation also looks at Peloton's evolving business model, the role of personalisation, and how AI could give operators new ways to understand, communicate with and support members both inside and outside the gym.

Ultimately, the question is shifting from who owns the member to who owns the habit?

In this episode, we cover:

• Why the fitness industry has a habit problem
• Why 46% of new gym joins are Gen Z
• What fitness can learn from Duolingo about habit formation
• Why consumers are spending more on studio fitness
• The growing home fitness community
• Peloton, personalisation and connected fitness
• Why gyms need to think beyond what happens inside their four walls
• How AI could transform member engagement and retention
• Why the future could belong to the brands that own the habit

📊 Download the FREE ABC Fitness Wellness Watch: Summer 2026 – The Reinforcement Shift report: https://abcfitness.com/ebook/wellness-watch-report-summer-2026-the-reinforcement-shift/

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0:00 The Fitness Industry Has a Habit Problem 4:37 Gen Z Now Drives 46% of New Gym Joins 7:09 What Fitness Can Learn From Duolingo 11:49 The Opportunity Beyond Traditional Gym Members 18:52 EGYM 19:21 The Hidden Home Fitness Community 24:24 Peloton, Personalisation & Habit Formation 40:40 How AI Could Transform the Gym Experience

Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance.

In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Andy Peat, CEO of Fitness On Demand and Chief Brand & Product Officer at Snap Fitness.

The future of the gym isn't just about adding more equipment. As consumer expectations change, operators are increasingly looking at how technology, content, AI and personalisation can create better experiences and stronger connections with members.

Andy shares how Fitness On Demand is evolving beyond digital workout content towards a wider technology ecosystem for gyms, and how his role at Snap Fitness gives him a unique perspective on the challenges facing operators. He explains why AI's biggest opportunity may not be building workouts, but improving lead generation, sales, onboarding, customer service and operational efficiency.

The conversation also explores changing consumer behaviour, the growth of female strength training, recovery and Pilates, and how these trends are influencing the physical design of gyms and the technology members interact with inside them.

• How Fitness On Demand is evolving beyond workout content
• Why the future of fitness won't be built around equipment alone
• Where gym operators should really be using AI
• How AI could transform leads, sales and customer service
• The changing expectations of today's fitness consumer
• The growth of strength training, recovery and Pilates
• How technology and content are influencing gym design
• The future of connected, personalised fitness experiences

👉 Connect with Andy Peat

LinkedIn: Andy Peat on LinkedIn

Instagram: Andy Peat on Instagram

Follow Fitness On Demand:

LinkedIn: Fitness On Demand on LinkedIn

Instagram: Fitness On Demand on Instagram

Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities.

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Join the conversation at LIFTS: LinkedIn: LIFTS on LinkedIn or Instagram: LIFTS on Instagram

This episode is brought to you by our partners, EGYM and Fitness On Demand.

Learn more: EGYMFitness On Demand

00:00 How Fitness Consumer Behaviour Is Changing 06:03 From Fitness Content to a Gym Operating System 14:10 Gen Z, Female Strength Training & Recovery 17:30 Where Gyms Should Really Be Using AI 21:14 AI, Customer Service & Selling Memberships 25:28 Will AI Agents Replace Human Customer Service? 32:31 Building the Connected Gym Experience 37:07 How Technology Is Changing Gym Design 39:22 Strength, Recovery & the Changing Gym Floor 44:32 The Future of AI, Content & Personalisation

Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance.

In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Anthony Geisler, CEO of Sequel Brands and one of the most influential entrepreneurs in the fitness industry.

From helping pioneer the boutique fitness movement to building and scaling some of the industry's most recognised brands, Anthony has spent more than two decades shaping the way people experience fitness. But as the industry continues to evolve, where does the next wave of opportunity lie?

Anthony reflects on the rise of boutique fitness, the lessons he's learned from franchising and entrepreneurship, and why longevity, recovery and preventative healthcare are set to become the next major growth areas for fitness businesses.

Together, they explore what makes a fitness concept scalable, why boutique fitness is far from finished, how operators should think about differentiation in an increasingly competitive market, and what the future holds for entrepreneurs looking to build the next generation of fitness brands.

• How boutique fitness transformed the global fitness industry
• The lessons behind building and scaling successful fitness brands
• Why boutique fitness continues to evolve
• The difference between boutique studios and big-box gyms
• The "McDonald's" principle behind successful franchising
• What makes a fitness concept truly scalable
• Why longevity and preventative healthcare are the next major opportunity
• What's next for Anthony Geisler and Sequel Brands

👉 Connect with Sequel Brands on LinkedIn.

Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities.

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00:00 The Man Who Built Boutique Fitness 09:45 The Birth of Boutique Fitness 17:52 Is Boutique Fitness Dead? 28:56 The McDonald's Lesson on Franchising 38:02 The Two Types of Boutique Fitness 45:41 What Makes a Fitness Brand Scalable? 52:48 Why Longevity Is the Next Big Opportunity 59:08 Building the Future with Sequel Brands 1:03:41 Final Takeaways

Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance.

In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Nico Varano, CEO of SWTHZ, one of North America's fastest-growing recovery and wellness brands.

Recovery has become one of the biggest growth opportunities in health and fitness, with consumers increasingly seeking experiences that help them reduce stress, improve performance and build healthier habits. But what does it take to build a business around recovery?

Nico shares his journey from becoming SWTHZ's very first franchisee to leading the company as CEO. Together, they explore why recovery is becoming a category in its own right, how contrast therapy is evolving beyond a wellness trend, and why hospitality, technology and habit-building are central to creating lasting customer experiences.

The conversation also looks at the role of AI, wearables and personalised data, the differences between private and communal recovery experiences, and what the future holds as SWTHZ continues its expansion across North America.

• Nico's journey from customer to CEO
• Why recovery is becoming a category of its own
• Building a scalable wellness franchise
• The rise of private contrast therapy experiences
• How hospitality is redefining customer expectations
• The role of AI, wearables and data in recovery
• Why habit-building matters more than one-off experiences
• The future of recovery, wellness and preventative health

👉 Connect with Nico Varano on LinkedIn: https://www.linkedin.com/in/nicovarano/

Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities.

Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: https://www.youtube.com/user/EscapeFitness

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00:00 From Customer to CEO 01:23 Why Recovery Is Booming 06:03 Building the SWTHZ Vision 09:49 Why Recovery Is Its Own Category 16:20 Can Gyms Compete with SWTHZ? 19:31 The Power of Private Recovery 24:01 Wearables, AI & the Resilience Score 30:25 Taking SWTHZ Global 36:21 Growing Beyond Memberships 39:27 Key Takeaways & Final Thoughts

Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance.

In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Oliver Patrick, Co-Founder of Future Practice Ltd, Clinical Director of Pillar Wellbeing and one of the fitness industry's leading voices on longevity, preventative health and behavioural science.

As longevity becomes one of the fastest-growing trends in health and wellness, gyms, wellness operators and consumers are investing heavily in everything from red light therapy and hyperbarics to peptides, wearables, blood testing and recovery technologies. But are we focusing on the right things?

Oliver explains why the fundamentals of movement, nutrition, sleep and behaviour still outperform many of today's trending biohacking interventions, why genetics aren't the excuse many people believe they are, and how fitness operators have the greatest opportunity to become the front line of preventative healthcare.

Together, they explore how the fitness industry can move beyond selling workouts to delivering long-term health outcomes, and why behaviour change not technology remains the most powerful intervention available.

In this episode, we cover:

• Why everything you know about longevity may be wrong

• The difference between lifespan and healthspan

• What the latest genetics research really means

• Why lifestyle still has the biggest impact on long-term health

• Whether red light therapy, sauna, hyperbarics and peptides are worth the investment

• Why biohacking should never replace the fundamentals

• How gyms can become the future of preventative healthcare

• Practical advice for fitness and wellness operators investing in recovery and longevity

👉 Connect with Oliver Patrick https://www.linkedin.com/in/oliver-patrick-0b61776/ or on Instagram: https://www.instagram.com/_olipatrick/

Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities.

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0:00 Everything You Know About Longevity Is Probably Wrong 6:53 The Biggest Shift in Longevity Right Now 10:37 Does Lifestyle Matter More Than Genetics? 18:29 Why the Basics Still Win 27:07 Before You Buy Wellness Technology... 36:04 Red Light, Sauna & The Future of Recovery 50:30 Oliver's View on Peptides & GLP-1s

Welcome to LIFTS (Latest Industry Fitness Trends & Stories), where we explore the future of fitness, wellness and human performance.

While much of the fitness industry's attention remains focused on North America and Europe, one of the world's biggest growth opportunities is emerging across Latin America.

In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Maria Gonzalez, CEO of ClubFitness and Board Member of the Health & Fitness Association (HFA), to explore why Latin America is becoming one of the most exciting fitness markets in the world.

With gym penetration averaging just 2.15% and the market forecast to reach $7.5 billion by 2029, Maria explains why the region offers enormous potential for operators, investors and entrepreneurs. From the rise of Smart Fit and the HVLP model to the enduring strength of independent gyms, she shares the unique characteristics driving growth across Latin America.

The conversation also explores why community remains the industry's greatest competitive advantage, how innovation often emerges from constrained markets, and what fitness businesses around the world can learn from the entrepreneurial spirit shaping the region.

Together, they discuss why the future of fitness may not be where most people are looking.

In this episode, we cover:

• Why Latin America is fitness's biggest growth opportunity
• What 2.15% gym penetration really means
• Why community is the industry's greatest advantage
• Lessons from Smart Fit's remarkable growth
• Why independent gyms continue to thrive
• Could the next global fitness trend come from Latin America?
• What every fitness operator can learn from the region

👉 Connect with Maria Gonzalez https://www.linkedin.com/in/mjpaisa/

Support fitness industry news by sponsoring future LIFTS episodes. Contact [email protected] for advertising opportunities.

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Timestamps

0:00 Why Latin America Is Fitness's Biggest Opportunity 10:23 Community: Latin America's Competitive Advantage 23:05 Why Independent Gyms Continue to Thrive 27:07 The Rise of Smart Fit & HVLP 33:42 Can Gyms Compete with Free Fitness? 37:31 Could the Next Zumba Come from Latin America? 45:20 What the Global Fitness Industry Can Learn

Welcome to a special edition of LIFTS x Athletech, where we explore the future of fitness, wellness and human performance.

Recorded LIVE at Athletech in New York, hosts Matthew Januszek and Mohammed Iqbal are joined by five industry leaders to discuss how the world's leading fitness brands are adapting to one of the fastest periods of change the industry has ever experienced.

As consumer expectations evolve and AI, education, technology, partnerships and community continue to reshape the market, today's operators are rethinking everything from group fitness and member engagement to talent development and business strategy.

Joining the discussion are Joella Hopkins, Executive Vice President, Group Fitness at EōS Fitness; Lauren Maffei, Senior Director of Business Development & Partnerships at Purpose Brands; Warren Heffelfinger, CEO of ISSA; Pete Moore, Advisor to the Health, Active Lifestyle and Outdoor (HALO) sector; and Natalia Karbasova, Founder of FitTech Club.

Joella explains how EōS has reinvented group fitness by bringing boutique-style experiences into the HVLP model, why live instructors remain essential, and how innovative programming is attracting younger generations.

Lauren discusses how strategic partnerships are helping brands extend beyond the gym, strengthen member loyalty and create new revenue opportunities.

Warren shares why the industry's biggest challenge isn't a shortage of trainers but developing better ones, why soft skills matter more than ever, and how AI is transforming education rather than replacing coaches.

Pete introduces the HALO sector, explains why fitness should think bigger than traditional gyms, and shares his vision for creating stronger partnerships across the entire health and wellness economy.

Natalia explores the global FitTech ecosystem, startup innovation, investment trends and the technologies shaping the future of health and fitness.

Together, they explore how the industry's leading brands are responding to rapid change and what operators can do to build more resilient, innovative and future-ready businesses.

• How the best fitness brands are adapting to industry change
• The evolution of group fitness and boutique experiences
• Strategic partnerships that drive growth
• AI, education and the future of coaching
• Why soft skills remain fitness's greatest competitive advantage
• The rise of the HALO sector and cross-industry collaboration
• Emerging FitTech trends and investment opportunities
• Practical leadership lessons for fitness operators

👉 Connect with Joella Hopkins https://www.linkedin.com/in/joellahopkins/

👉 Connect with Lauren Maffei https://www.linkedin.com/in/lauren-maffei/

👉 Connect with Warren Heffelfinger https://www.linkedin.com/in/warren-heffelfinger-925a851/

👉 Connect with Pete Moore https://www.linkedin.com/in/peteymo/

👉 Connect with Natalia Karbasova https://www.linkedin.com/in/karbasova/

Support fitness industry news by sponsoring future LIFTS episodes.

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0:00 Why Fitness Brands Must Adapt 1:04 Welcome to LIFTS x Athletech 1:35 How EōS Is Reinventing Group Fitness 7:16 Winning the Next Generation of Members 15:56 Building Partnerships Beyond the Gym 31:27 Why Soft Skills Beat AI 39:51 The HALO Sector Explained 45:58 Why Cross-Industry Partnerships Matter 51:30 The Future of FitTech & Innovation 58:41 Final Takeaways for Fitness Leaders

Welcome to a special edition of LIFTS x Athletech, where we explore the future of fitness, wellness and human performance.

Recorded live at Athletech in New York, hosts Matthew Januszek and Mohammed Iqbal are joined by five industry leaders to discuss the trends already transforming the fitness industry and what operators need to do to stay ahead.

As fitness, healthcare, AI, wearable technology, recovery and longevity continue to converge, today's leaders are redefining what a fitness business looks like. This conversation explores how operators are embracing innovation, leveraging technology, building stronger communities and preparing their organisations for the future.

Joining the discussion are Chris Griebe, Chief Operating Officer of VASA Fitness; Hussain Ahamed, Founder & CEO of Ultrahuman; Sean Hoess, Founder & CEO of Eudēmonia Summit; Eric Casaburi, Founder & CEO of Longevity Brands; and Brian Von Ancken, Founder of WGM.

Chris shares how VASA Fitness is reinventing the High Value Low Price model through boutique studios, recovery, AI-powered movement analysis and premium member experiences.

Hussain explains how wearable technology, continuous health monitoring and AI are enabling consumers to better understand and improve their health through personalised data.

Sean reflects on the evolution of wellness from a niche movement into a global cultural shift, and why community, experience and human connection remain central to the future of fitness.

Eric discusses why recovery, longevity and preventative healthcare represent one of the industry's greatest opportunities, and how fitness businesses are uniquely positioned to improve long-term health outcomes.

Brian shares why authentic relationships, collaboration and community continue to be the industry's greatest competitive advantage in an increasingly digital world.

Together, they explore one of the defining questions facing the industry today: what will the future of fitness look like, and how do we build businesses that are ready for it?

For founders, operators, investors, executives and fitness professionals, this episode offers practical insights into the trends, technologies and leadership strategies shaping the next generation of health and fitness.

• The biggest trends reshaping the future of fitness • How AI is transforming coaching and member experiences • Wearable technology and personalised health • Why recovery is becoming fitness's next major growth category • The evolution of the modern gym • Community as the industry's greatest competitive advantage • Longevity, prevention and the future of healthcare

👉 Connect with Chris Griebe: https://www.linkedin.com/in/chrisgriebe/

👉 Connect with Hussain Ahamed: https://www.linkedin.com/in/hussainahamed/

👉 Connect with Sean Hoess: https://www.linkedin.com/in/seanhoess/

👉 Connect with Eric Casaburi: https://www.linkedin.com/in/ericcasaburi/

👉 Connect with Brian Von Ancken: https://www.linkedin.com/in/brianvonancken/

Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities.

Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: https://www.youtube.com/user/EscapeFitness

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0:00 The Future of Fitness Starts Here 1:01 Reinventing the Modern Gym with VASA Fitness 14:10 Why Wellness Has Become Mainstream 22:21 The Business Opportunity in Wellness 32:11 From Fitness to Preventative Healthcare 39:30 Why Recovery Is Fitness's Next Growth Category 52:05 AI, Wearables & Personalised Health 1:00:05 How GLP-1s Are Reshaping Human Performance 1:11:58 Building Community in the Wellness Economy 1:24:50 The Biggest Takeaways from Athletech