Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories.

Hosts Matthew Januszek, Co-Founder of Escape Fitness and Mo Iqbal, Founder & CEO of SweatWorks attended EHFF 2025 in Cologne, Germany.

In part 1 of this LIFTS episode, Matthew and Mo are joined by:

• Herman Rutgers, Ambassador at EuropeActive
• Stefan Ludwig, Partner, Leiter Sport Business Gruppe at Deloitte Deutschland
• Elaine Jobson, CEO and MD of Jetts Australia
• Conor O'Loughlin, Chief Revenue Officer of ABC Fitness
• Mike Escobedo, Chief Customer Officer, ABC Fitness

This episode covers:

• European fitness market growth and trends, highlighting mergers, acquisitions, and membership increases.
• Consumer behaviour shifts towards hybrid fitness, mental health awareness, and holistic wellness approaches.
• Deloitte's comprehensive market report revealing key performance indicators and industry insights.
• Impact of emerging technologies and personalization in fitness experiences.
• International market expansion strategies and challenges for fitness brands.
• Future fitness trends focusing on Gen Z and Gen Alpha expectations, technology integration, and comprehensive health solutions.

To learn more about EHFF, click here:

https://www.europeactive.eu/

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00:00 Intro

02:40 Consumer Behaviour and Mental Health

05:33 Deloitte's European Market Report

08:43 Key KPIs and Market Expansion

13:02 Consumer Fragmentation and Market Opportunities

19:01 Supply Side Fragmentation and Innovation

24:24 Jetts Fitness Market Strategy

31:40 Challenges and Opportunities in Franchising

35:41 Member Experience and Future Trends

39:08 ABC Fitness's International Expansion