Welcome to the first edition of our monthly fitness industry roundup, where we go beyond the headlines and break down what the biggest stories actually mean for operators, brands and the future of the industry.

This month, Jack covers ClassPass making reviews public, Les Mills partnering with HYROX, Club Pilates expanding into Southeast Asia, rising gym membership numbers across the US and UK, Nike shutting down its studios, Gymshark opening a flagship gym in Miami, XENOM entering the fitness racing space, boutique consolidation through the Basecamp acquisition, and WHOOP’s rise into a full-scale health platform. Expect analysis, opinions and practical takeaways from across boutique fitness, wellness, technology and the wider fitness ecosystem.

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Late arrivals happen in every boutique gym. The question is how you handle them. In this episode, Matt and Jack break down what the world’s leading gyms do when clients show up late, and why getting this right matters for both the latecomer and everyone already in the room.

We cover clear policies, how to communicate them well, and how to train your team to deal with these moments calmly, consistently and with empathy. From protecting the flow of the class to handling difficult conversations graciously, this episode is about turning a common friction point into part of a five-star experience.

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Emma Masters, founder of Therapy Fitness and fitness industry speaker and consultant, joins the show to discuss a common but unspoken issue that many gyms overlook. Your most popular instructors can be driving busy classes, but if they’re not focused on new members they can also be holding your business back.

Emma shares a clear, important perspective on experience and how to maintain consistency across your brand that every gym owner should hear.

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Therapy Fitness

Design plays a bigger role in the fitness experience than most operators realise. It shapes the first impression, sets the tone and influences how people move through the gym space.

In this episode, Matt and Jack break down what great design actually looks like, drawing on lessons from hospitality. From creating a clear sense of arrival to balancing form and function, using lighting and sensory elements, and avoiding generic choices, this is a practical look at how thoughtful design can elevate the entire experience without needing a huge budget.

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Barry and Shay Kostabi of Fitcarma join the show to talk about what it really takes to build a meaningful, five-star fitness brand. At the centre of their work is helping operators find their “North Star” and use it to guide everything, from the member journey to how your team shows up every day.

The end result is a business and brand that stands out, knows what it stands for (and against), is more purposeful and — crucially, more profitable!

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Fitcarma

In this episode, Matt and Jack break down how the world’s best gyms approach service recovery and turn complaints into a competitive advantage. From handling feedback in the moment to using structured frameworks like LEARN, they explore how resolving issues properly can improve service, strengthen teams and build trust.

Most gyms avoid complaints, but the best use them. From front desk conversations to real-time problem solving, this episode focuses on how service recovery can drive consistency, create better experiences and turn frustrated clients into loyal members.

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Will Brereton joins the show to share what a five-star fitness experience means to him, drawing on his experience with Les Mills, Beachbody, and as GM for ClassPass UK and Ireland. More recently, he founded SH1FT, a concept focused on redefining how group classes are delivered in clubs.

With a background rooted in class experience, this is a practical episode for trainers, managers and owners looking to raise their standards.

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SH1FT Fitness

In this episode, Matt and Jack break down how the world’s best gyms turn feedback into a competitive advantage. From asking better questions to capturing meaningful insights, they explore how feedback can improve service, strengthen teams and shape a better overall experience.

Most gyms collect feedback, but very few know how to use it. From front desk conversations to team debriefs, this episode focuses on how feedback can drive consistency, build trust and create long-term loyalty.

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Matt and Jack discuss why knowledge matters so much in a five-star experience and what gyms can learn from hospitality. From understanding class types and coaches to confidently explaining memberships and facilities, we break down how better product knowledge builds trust, professionalism and a smooth, five-star client journey.

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The Fit Guide’s results for Melbourne in 2026 are live. In this episode, we break down the main stories and stats, including how Melbourne compared to Sydney and other markets, which modality scored highest and where the biggest opportunities are.

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