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 2 of this episode, Matthew and Mo are joined by:

• Michelle Dand, Head of Fitness Product and Programming of David Lloyd.
• Benjamin Roth, Co-Founder and CEO of Urban Sports Club.
• Jim Pisani, CEO and Board Member of Life Fitness Hammer Strength.
• David Stalker, Ambassador for EuropeActive.

 

This episode covers:

• Evolution of branded group fitness programming at premium clubs in response to boutique competition.
• The rise of budget boutique fitness concepts in Europe and their rapid scaling approach.
• Equipment manufacturing strategy and the renewed focus on both cardio and strength equipment.
• Impact of global political climate and tariffs on fitness equipment production and pricing.
• The industry's decade-long transition from fitness-focused to health-focused approaches.
• The importance of offering multiple fitness modalities to meet diverse consumer preferences.

To learn more about EHFF, click here:

https://www.europeactive.eu/

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00:00 Intro 02:36 David Lloyd’s Response to Market Trends 05:00 Challenges and Lessons from Standalone Boutiques 07:28 Budget Boutique Market and Its Impact 27:58 Life Fitness and Hammer Strength’s Evolution 41:35 Impact of Global Political Climate on Business 49:37 David Stalker’s Reflections on Industry Growth

50:55 Mentorship and Advisory Roles 52:09 Future of the Fitness Industry