In this episode of the Fitness + Technology Podcast, host Bryan O’Rourke sits down with Jeff Zwiefel, Executive Director of Longevity & Performance at Life Time. With over three decades of leadership in the health, fitness, and wellness industry, Jeff brings a wealth of experience in strategic planning, brand evolution, and operational excellence. As a key architect behind Life Time’s transformation into a comprehensive healthy lifestyle company, Jeff shares his perspective on the future of wellness, the role of leadership in culture and innovation, and strategies for advancing health span and performance. 

Tune in for a powerful conversation filled with insights from one of the industry’s most influential leaders.

One Powerful Quote:

25:57: “We have two lives, and the second one begins when we realize we only have one.”

4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:

2:04: Bryan opens the conversation with an overview of Jeff's extensive background and career journey.

4:33: The discussion turns to market bifurcation, as Bryan asks Jeff about evolving consumer demands and value delivery. Jeff explains how Life Time has strategically scaled to meet these shifting dynamics.

8:46: Bryan and Jeff explore the role of customer personas and how these insights influence alignment across the entire organization.

11:54: Jeff highlights emerging trends in health and wellness and shares how Life Time is innovating to meet these demands through enhanced service offerings.

17:00: The conversation delves into biotechnology and its growing influence on extending health span and optimizing performance.

20:16: Jeff discusses how Life Time maintains a strong cultural foundation while operating at scale, emphasizing the importance of human connection in large organizations.

24:37: Jeff concludes with key takeaways and lasting insights for listeners, offering wisdom from his decades of leadership in the industry.

Bullet List of Resources:

https://jeffzwiefel.com/

https://www.lifetime.life/

https://hbr.org/2008/07/putting-the-service-profit-chain-to-work

Guest Contact Information:

https://www.linkedin.com/in/jeffzwiefel/

https://x.com/JeffZwiefel

https://www.bryankorourke.com/

https://www.linkedin.com/in/bryankorourke/

http://www.fittechcouncil.org/

https://www.youtube.com/user/bko61163

In this episode of the Fitness + Technology Podcast, host Bryan O’Rourke welcomes Richard Grönberg, Founder and CEO of ECDESIGN — a leading 3D interior design software that empowers sales professionals to quickly plan and visualize any space without the complexity of traditional CAD tools. With over 10,000 companies across 170 countries using the platform, ECDESIGN is transforming how fitness and commercial environments are imagined and brought to life.

Tune in as Richard shares insights into the power of design, his business philosophy, and how intuitive planning tools are shaping the future of space visualization in the fitness industry.

One Powerful Quote:

18:31: “There are no shortcuts.”

4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:

2:51: Bryan asks Richard about the origins of ECDESIGN and what inspired him to launch the business.

5:25: The conversation shifts to Swedish design and how it influenced Richard’s journey into the fitness industry.

7:15: Richard explains how design expectations have evolved and what users now look for when using ECDESIGN.

8:26: Bryan and Richard explore how gaming principles have influenced modern design tools and the role of technology in that transformation.

13:21: Richard shares his approach to leadership, organizational management, and his core business philosophy.

16:20: Richard offers closing thoughts and shares key insights for listeners from his entrepreneurial experience.

Bullet List of Resources:

https://www.ecdesign.se/

Guest Contact Information:

https://www.linkedin.com/in/richard-gronberg/

https://www.bryankorourke.com/

https://www.linkedin.com/in/bryankorourke/

http://www.fittechcouncil.org/

https://www.youtube.com/user/bko61163

In this episode of the Fitness + Technology Podcast, host Bryan O’Rourke is joined by Julian Barnes, Co-Founder and CEO of The BFS Network, a market intelligence and growth accelerator for beauty, fitness, and self-care businesses. In his role, Julian serves as a strategic growth advisor, helping BFS members enhance profitability and scale smarter.

With a background that includes marketing leadership roles at Velocity Sports Performance and Oasis Day Spa, Julian later co-founded Body Local, NYC’s premier networking platform for wellness professionals. Today, he leads BFS, which supports business owners by offering collaborative learning, operational training, and access to high-impact products and services.

Tune in as Bryan and Julian explore innovation and the evolving needs of the modern, boutique fitness business.

For those who wish to purchase the full BFS Report, use Discount Code FIT-C for $50 off.

One Powerful Quote:

38:10: “Focus on the one thing that’s the most important thing to get you to the next milestone.”

4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:

1:41: Julian shares his personal journey and background in the fitness industry.

4:13: Julian talks about the lifecycle of boutique fitness and how the industry is evolving.

7:40: Bryan and Julian reflect on the origins of boutique fitness and the iconic brands that shaped the space.

13:50: Julian talks about boutique modalities and the renewed popularity of pilates. 

22:59: Julian speaks about the convergence of fitness, recovery, longevity, and beauty.

27:51: Julian offers his perspective on the growing role of strength training.

30:22: Bryan and Julian discuss intermediaries, membership dynamics, and business models.

37:57: Julian imparts his pearls of wisdom to the listeners. 

Bullet List of Resources:

https://bfsnetwork.com/

www.BFSReport.com

https://www.slideshare.net/slideshow/the-rise-of-boutique-studio-fitness-concepts/66643673

Guest Contact Information:

https://www.linkedin.com/in/julianabarnes/

https://www.bryankorourke.com/

https://www.linkedin.com/in/bryankorourke/

http://www.fittechcouncil.org/

https://www.youtube.com/user/bko61163

In this episode of the Fitness + Technology Podcast, host Bryan O’Rourke is joined by Eddie Arpin, Co-Founder of OfferingTree, a comprehensive website, scheduling, and payment solution designed specifically for wellness professionals. OfferingTree empowers coaches, yoga instructors, personal trainers, mindfulness teachers, and other wellness practitioners by streamlining digital operations, so they can focus on delivering exceptional client experiences. In this conversation, Eddie shares the journey behind OfferingTree, his insights into the evolving needs of wellness professionals, and practical advice on building trust, improving client engagement, and leveraging digital tools effectively.

One Powerful Quote:

16:06: “Trust is the most valuable commodity in the world now.”

4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:

2:47: Eddie shares his software background and the origins of OfferingTree.

5:24: Bryan and Eddie talk about common pain points for wellness professionals. 

9:37: Bryan asks Eddie about the value and impact of SMS marketing.

12:26: Eddie goes into evolving trends in content strategy and SEO.

14:57: Eddie shares his thoughts on payment processing and earning customer trust.

17:14: Bryan and Eddie discuss why tech stack integration matters more than ever.

25:54: Bryan wraps up the interview with Eddie imparting his final pearls of wisdom.

Bullet List of Resources:

https://www.offeringtree.com/

https://www.edelman.com/trust/2025/trust-barometer

Guest Contact Information:

https://www.linkedin.com/in/eddiearpin/

https://x.com/fifth_eddie

https://www.bryankorourke.com/

https://www.linkedin.com/in/bryankorourke/

http://www.fittechcouncil.org/

https://www.youtube.com/user/bko61163

In this episode of the Fitness + Technology Podcast, Bryan O’Rourke shares his keynote, “The Key Trends Creating Opportunities and Challenges for the Global Fitness Industry in the Next 5 Years” live from Beyond Activ in Singapore. Bryan shares the spotlight for what’s next for fitness across the globe — from emerging technologies and programming innovations to finance, business models, and the forces reshaping how to serve members and scale impact. Whether you lead a gym, studio, supplier brand, or digital platform, this talk is designed to challenge your thinking and equip you for what’s ahead.

To view the slideshow, go to: https://www.slideshare.net/slideshow/future-of-fitness-2025-keynote-bryan-orourke-beyond-activ-singapore-2025/280332550

One Powerful Quote:

7:41: “In a world deluged by irrelevant information, clarity is power.”

4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:

3:09: Bryan opens his keynote with “What if?” and the convergence of macro/micro trends. 

7:47: Bryan talks about opportunities and challenges in the next 5 years. 

11:31: Bryan articulates on business models as the mainstay configurations for fitness delivery. 

15:40: Bryan speaks on biotechnologies and the new social constructs today. 

17:40: Bryan defines leadership vision and the processes to execute on it. 

19:09: Bryan recaps his presentation. 

Bullet List of Resources:

https://beyondactiv.com/

Guest Contact Information:

https://www.bryankorourke.com/

https://www.linkedin.com/in/bryankorourke/

http://www.fittechcouncil.org/

https://www.youtube.com/user/bko61163

In this episode of the Fitness + Technology Podcast, Bryan O’Rourke welcomes Pariskshit Dutt & Jackson Powell to the show. They are the founders of Fittest, a hardware-free heart rate tracking platform designed to help gyms boost member engagement, drive accountability, and increase retention. By seamlessly integrating with wearables, Fittest provides real-time in-studio and at-home tracking, gamification, and performance insights without the cost or hassle of additional hardware. Today, the two join Bryan to talk about their startup business and the challenges with data wearable technology.

One Powerful Quote:

18:13: “The barriers to entry have never been lower.”

4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:

2:47: Bryan asks Pariskshit & Jackson their general thoughts on wearables.

7:36: Pariskshit & Jackson talk about creating better user experiences. 

9:38: Bryan articulates on the innovator’s dilemma; Pariskshit gives his feedback.

12:48: Pariskshit & Jackson speak on the idea behind fittestapp and its feature sets.

18:00: Pariskshit imparts his pearls of wisdom to the listeners.

Bullet List of Resources:

https://www.fittestapp.co.uk/

https://www.slideshare.net/slideshow/future-of-fitness-2025-bryan-k-o-rourke-pdf/273973112

Guest Contact Information:

https://www.linkedin.com/in/pdutt111/

https://www.linkedin.com/in/jackson-powell-0b7362207/

[email protected]

[email protected]

https://www.bryankorourke.com/

https://www.linkedin.com/in/bryankorourke/

http://www.fittechcouncil.org/

https://www.youtube.com/user/bko61163

In this episode of the Fitness + Technology Podcast, Bryan O’Rourke shares his presentation “The Future of Fitness” live from SIBEC. Bryan offers a bold and thought-provoking look at how industry leaders can thrive amid rapid transformation. From navigating global micro and macro trends to redefining leadership, marketing, and digital strategy, this talk explores what it takes to succeed in today’s evolving fitness landscape.

You’ll hear his insights on the rise of recovery and luxury experiences, the shifting role of human capital, the obsolescence of traditional SAAS platforms, and the growing demand for personalization in an “impatience economy.”

To view the slideshow, visit: https://www.slideshare.net/slideshow/future-of-fitness-2025-sibec-2025-talk/279416288

One Powerful Quote:

5:50: “The challenge is how do you see the future, execute the present, and migrate through that gap?”

4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:

1:50: Bryan opens his presentation with speaking on navigating global micro and macro trends.

8:13: Bryan articulates on why courage and leadership are the greatest elixirs for organizations. 

9:43: Bryan covers why clarity is power to serving customer beliefs.

16:34: Bryan highlights the trends in experiences around recovery and luxury. 

20:17: Bryan goes into human capital structures.

22:24: Bryan talks about digital fitness and the obsolescence of SAAS club management systems.

24:52: Bryan touches upon the consolidation of the industry and new technologies.  

30:24: Bryan elaborates on personalization as it relates to the cost of hesitation and the impatience economy.

33:12: Bryan wraps up his presentation by sharing the new age of marketing. 

35:27: Bryan recaps his presentation.

Bullet List of Resources:

https://www.sibecevents.com/

Guest Contact Information:

https://www.bryankorourke.com/

https://www.linkedin.com/in/bryankorourke/

http://www.fittechcouncil.org/

https://www.youtube.com/user/bko61163

In this episode of the Fitness + Technology Podcast, Bryan O’Rourke shares his webinar with Hilary McGuckin and Sarah Harris from Keepme.ai as they explore how the modern fitness sales funnel is evolving—and what that means for fitness operators, marketers, and tech providers alike. In their conversations, they unpack:

• The biggest challenges fitness businesses face today with consumer acquisition and retention.
• Surprising insights from Keepme’s latest research on changing consumer behaviors.
• How AI, personalization, and automation can reshape the funnel.
• Real-world success stories and future-proof strategies you can apply now.

Whether you’re a gym owner, supplier, or fit tech innovator, this discussion is packed with insights to help you stay ahead in a fast-changing landscape.

To view the slideshow, visit: https://www.slideshare.net/slideshow/the-sales-funnel-consumer-behaviors-challenges-opportunities/278835947

One Powerful Quote:

6:56: “Humanize and futurize simultaneously.”

4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:

4:21: Bryan opens the webinar with Hilary and Sarah discussing the landscape. 

7:38: Sarah and Hilary discuss the key challenges, opportunities, and pain points a part of the modern sales journey.

11:28: Sarah and Hilary share their findings on changing consumer behaviors.

16:09: Sarah and Hilary speak on the top of the sales funnel as a result of changing consumer behaviors. 

19:47: Sarah and Hilary speak on technology and automation for successful future-proof strategy. Bryan gives his feedback.

25:23: Sarah and Hilary talk about real-world success stories.

28:05: Bryan inquires with Sarah and Hilary on the gap in adoption between competitors.

30:39: Bryan asks Sarah and Hilary on their future predictions. 

38:01: Sarah and Hilary respond to the key friction point to operations adopting these tools. 

40:35: Sarah and Hilary respond to first engagement with a new client. 

42:56: The three answer a question on community based and hyper-localized marketing assets for individual locations. 

Bullet List of Resources:

https://www.keepme.ai/

Guest Contact Information:

https://www.linkedin.com/in/hmcguckin/

https://x.com/McguckinHi67189

https://www.linkedin.com/in/sarahharris33/

https://www.bryankorourke.com/

https://www.linkedin.com/in/bryankorourke/

http://www.fittechcouncil.org/

https://www.youtube.com/user/bko61163

In this episode of the Fitness + Technology Podcast, host Bryan O’Rourke welcomes back Garrett Marshall, a distinguished leader with over 22 years of experience driving growth in the wellness industry. Garrett’s expertise spans strategy and innovation, executive leadership, business development, strategic partnerships, and technological product development. He has notably served as CEO of Fitness On Demand and President of Xponential Fitness. Today, he is the Founder and Chief Growth Officer of Wellbuilt Ventures, helping clients scale revenue through data-driven strategies, and serves as an advisor to Vi, assisting leading health organizations in maximizing member health outcomes and financial returns. In this conversation, Garrett shares insights from his career, discusses his latest business ventures, and offers his perspective on emerging trends shaping the future of fitness and wellness.

One Powerful Quote:

30:01: “If you want to continue to be able to deliver as a best in class provider of fitness, you need to be able to at least have exposure to these other things that are hyper relevant to their overall health.”

4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:

3:48: Bryan and Garrett talk about discerning great ideas and execution with technology. 

12:41: Bryan and Garrett discuss how to successfully augment business product with a service.

25:24: Bryan asks Garrett about the most appealing wellness categories.

31:56: Garrett shares his pearls of wisdom to the listeners.

Bullet List of Resources:

https://www.wellbuilt.ventures/

https://www.vi.co

http://www.TheCompoundHQ.com

https://www.xponential.com/

Guest Contact Information:

https://www.linkedin.com/in/garrettmarshall/

https://www.bryankorourke.com/

https://www.linkedin.com/in/bryankorourke/

http://www.fittechcouncil.org/

https://www.youtube.com/user/bko61163

In this episode of the Fitness + Technology podcast, Bryan O’Rourke joins an exclusive panel live from FIBO to explore the future of the fitness industry through the lens of technology, innovation, and digital transformation.

Featuring global industry leaders:

• Bryan K. O'Rourke – President, Fitness Industry Technology Council | Chairman, Vedere Ventures | CEO, Core Health & Fitness
• Hugo Braam – CEO & Co-Founder, Virtuagym
• Magdalena Szwed – Product Director, Benefit Systems Oddział Fitness
• Henrik Gockel – Founder, Prime Time Fitness GmbH

Moderated by Hans Muench, FITC International Ambassador, this dynamic discussion dives into the trends and technologies shaping the next generation of fitness—from AI-powered personalization and connected ecosystems to evolving business models and digital wellness strategies.

One Powerful Quote:

34:03: “When you do, even though you don’t understand, it forces you to understand and learn.” 

4-10 Bullet Points (w/ timestamps) - Highlighting key topics discussed:

2:09: Hugo speaks on the evolving demands of an increasingly tech-driven fitness landscape.

6:18: Henrik speaks on high quality, member-centric fitness experiences and how technology enhances gym operations without losing the premium, personal touch.

10:08: Bryan speaks on AI-driven platforms collecting vast amounts of user data and how the industry will manage innovation with ethical considerations and data privacy concerns.

15:14: Magdalena speaks on traditional gym operators adapting to the rise of hybrid fitness models.

18:30: Hugo speaks on how AI-driven insights and predictive analytics can help gyms improve member retention and experience.

24:41: The panel speaks on operators balancing automation and human interaction to retain their brand identity.

31:21: Bryan speaks on coming together to create a stronger, more inclusive industry.

35:11: Magdalena speaks on call to action challenges fitness and wellness leaders need to embrace with technology and innovation.

36:52: Henrik and Bryan speak on the industry working together to create a more connected and seamless user experience.

41:59: Hugo speaks on AI and fitness tech better serving corporate wellness initiatives to boost employee health and productivity.

45:13: Henrik, Bryan, and Magdalena address an audience question on tackling the motivation challenges faced by gym members, emphasizing the strategic role of technology in driving engagement and consistency.

Bullet List of Resources:

https://www.benefitsystems.pl/en

https://primetime-fitness.de/

https://virtuagym.com/

https://www.fibo.com/

Guest Contact Information:

https://www.linkedin.com/in/hans-muench-653346a/

https://x.com/Lazarusmunich

https://www.hans-muench.com/

https://www.linkedin.com/in/magdalena-szwed-5504469a/

https://www.linkedin.com/in/henrik-gockel-6b234069/

https://www.linkedin.com/in/hugobraam/

https://x.com/hugobraam

https://www.bryankorourke.com/

https://www.linkedin.com/in/bryankorourke/

http://www.fittechcouncil.org/

https://www.youtube.com/user/bko61163