Welcome to the latest episode of L.I.F.T.S, recorded live at EuropeActive Health and Fitness Forum in Cologne. Here, hosts Matthew Januszek, Co-Founder of Escape Fitness and Mo Iqbal, Founder & CEO of Sweatworks are joined by some of the industry’s most respected and successful influencers, insight experts and investors to talk about the Latest Industry Fitness Trends and Stories shaping the future of the sector.

On this episode, our hosts dive into the detail with: Karsten Hollasch, Global Private Equity Leader Financial Advisory, Herman Rutgers Ambassador,  EuropeActive, Ian Mullane, Founder and CEO, Keepme.ai, Utku Toprakseven, Chief Product Officer, 4Global, Eric Falardeau, Partner, Montreal Global Leader, McKinsey’s Fitness & Wellness Group and Jop Gerritsen, Partner, Amsterdam

 Topics discussed include:

●       Fitness trends at home, outdoors and in-club.

●       The impact of VAT reduction on market penetration.

●       Digital tools, wearables and the potential in the European market.

●       2030 European participation targets. Can we reach them?

●       The impact of AI in the fitness industry.

●       Using AI generated data in fitness industry, with a focus on privacy and value exchange.

●       Data in evidencing the value of physical activity in a preventative health care system.

●       Using social value as a metric to measure the health impact of physical activity.

●       Three ways AI can support the fitness industry’s growth right now: Classical AI, Copilot (Chatbot)      and Automated Content Generation.

●       Decarbonizing the fitness industry, potential for cost savings and environmental impact.

●       Do consumers make buying decisions based on the sustainability of the goods and services?

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0:00 Intro

1:00 Karsten Hollasch & Herman Rutgers

22:56 Ian Mullane | CEO of Keepme.ai

40:57 Eric Falardeau & Jop Gerritsen | McKinsey & Company

1:06:41 Utku Toprakseven | Chief Product Officer of 4Global