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LIFTS - Latest Industry Fitness Trends & Stories: Daily Summaries Delivered
by Matthew Januszek
Every week, our intrepid hosts Matthew Januszek of Escape Fitness and Mo Iqbal of SweatWorks will discuss the breaking fitness industry news, providing their own perspective on the headlines whilst provoking thoughts and conversations. All delivered in a quick-fix, approximately 30-minute podcast. LIFTS is the fitness industry's meeting point - a space where leaders, innovators, and creators come together to make sense of what's happening now and what's coming next. Through conversations that blend market trends, technology, leadership, and real-world experience, LIFTS delivers the insights professionals need to stay informed, inspired, and ahead of the future. Designed for founders, operators, and forward-thinkers, LIFTS goes beyond interviews. It helps unlock new ideas, spark innovation, and connect you with the people redefining how the fitness world moves.
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The most recent episodes — sign up to get AI-powered summaries of each one.
- 2 days ago48 min
Red Light Therapy: Does It Really Live Up to the Hype?
Red light therapy is booming, but does it really deliver the benefits being promised? From recovery and performance to anti-ageing and longevity, the technology is gaining momentum across the fitness and wellness industries. But with so many devices on the market, how can consumers and operators separate science from marketing hype? In this special episode of LIFTS, recorded at LightStim's headquarters in California, hosts Matthew Januszek and Mohammed Iqbal are joined by Steve Marchese, Founder & CEO of LightStim, and Paige Blower, VP of Strategic Accounts, to explore the technology, science and commercial opportunities behind red light therapy. Steve shares the personal story that inspired LightStim's full-body therapy bed and explains why he believes factors such as wavelengths, light penetration, temperature and device design are critical to effectiveness. The conversation also explores the potential benefits for recovery, performance and wellbeing, alongside the growing demand for red light treatments in gyms, spas and wellness facilities. Paige discusses how fitness operators are introducing recovery memberships, with some charging an additional $30-$50 per month, and why anti-ageing treatments are attracting a broader audience, including men. In this episode: Does red light therapy really work, and what should you look for? The science behind wavelengths, light penetration and cellular energy. How LightStim developed its full-body red light therapy bed. The potential role of red light therapy in recovery and performance. Why recovery memberships are becoming a commercial opportunity for gyms. The growing popularity of anti-ageing treatments. How to distinguish credible technology from marketing hype. Whether you're a fitness operator considering recovery services or simply curious about the science behind red light therapy, this episode offers valuable perspectives on a rapidly growing wellness category. ⏱️ EPISODE CHAPTERS 00:00 – How recovery memberships are changing gym revenue 01:00 – Inside LightStim: 26 years of red light innovation 04:50 – The family story behind the full-body therapy bed 12:16 – Does red light therapy really work? The importance of light penetration 13:58 – Sponsored by EGYM 15:45 – How to tell the difference between effective devices and hype 25:40 – The science of recovery, cellular energy and performance 34:13 – Sponsored by Fitness On Demand 38:07 – The business opportunity: recovery memberships, anti-ageing and gym revenue WATCH THE FULL EPISODE - https://youtu.be/QVp1BHcl1sc CONNECT WITH OUR GUESTS Steve Marchese | Founder & CEO, LightStim - https://www.linkedin.com/in/steve-marchese-04168472/ Paige Blower | VP of Strategic Accounts, LightStim - https://www.linkedin.com/in/paigekcostello/ LightStim - LinkedIn: https://www.linkedin.com/company/lightstim/ or Instagram: https://www.instagram.com/lightstim/ THIS EPISODE IS BROUGHT TO YOU BY EGYM – Intelligent strength equipment, AI-powered training and corporate wellness solutions. https://egym.com Fitness On Demand – Connected fitness, recovery and wellness experiences that help organisations engage their members. https://www.fitnessondemand247.com iFIT – Immersive, personalised fitness experiences through connected equipment and expert-led training. https://https://www.ifit.com/en-gb Subscribe to LIFTS for the latest insights, trends and conversations shaping the future of the global fitness industry.
- 1 weeks ago39 min
Why Gyms Are Losing the Data Race to Big Tech | Al Noshirvani
Amazon knows what its customers browse, click and buy. But how much do gyms really know about their members once they've checked in? The fitness industry is sitting on enormous amounts of data, yet many operators still struggle to understand how members use their facilities, interact with equipment and engage with services. In this episode of LIFTS (Latest Industry Fitness Trends & Stories), hosts Matthew Januszek and Mohammed Iqbal are joined by Al Noshirvani, founder of the Fitness Technology Summit, to discuss how AI, connected technology and smarter use of data could transform the fitness industry. Fresh from the latest Fitness Technology Summit, Al shares his insights into the future of gym management software, the opportunities and limitations of AI, and why fitness operators need to rethink how they collect and use member information. In this episode, we discuss: Why gyms are falling behind Big Tech when it comes to understanding customer behaviour. AI and legacy gym software: Could emerging technology disrupt established platforms? Smarter member insights: How cameras, wearables and connected equipment could help operators understand what happens beyond check-in. The commercial opportunity for AI: Why back-office automation could improve efficiency and profitability. The value of existing data: How decades of information could give established fitness technology companies a competitive advantage. The future of fitness technology: Key insights and developments from the Fitness Technology Summit. The takeaway? The opportunity for fitness operators isn't simply to collect more data. It's to turn the information they already have into actionable insights that improve the member experience, support better decisions and drive business performance. CONNECT WITH AL NOSHIRVANI LinkedIn: https://www.linkedin.com/in/alnoshirvani Instagram: https://www.instagram.com/alnosh11/ THANK YOU TO OUR SPONSORS Fitness on Demand – Helping fitness operators create connected digital experiences that increase engagement and strengthen retention. https://www.fitnessondemand247.com/ EGYM – Delivering smart fitness technology and connected training solutions to support better member experiences. https://egym.com/ STAY CONNECTED WITH LIFTS Subscribe to our newsletter: https://www.liftspodcast.com/newsletter Follow us on LinkedIn: https://www.linkedin.com/company/liftspod Follow us on Instagram: https://www.instagram.com/lifts.podcast/ Listen on Apple Podcasts: https://podcasts.apple.com/gb/podcast/escape-your-limits-lifts/id1321349827/ LIFTS – Latest Industry Fitness Trends & Stories. Bringing you conversations with the leaders and innovators shaping the future of fitness.
- 2 weeks ago1h 10m
Recovery Is Big Business. But Where's the ROI?
Recovery is booming. From cold plunges and infrared saunas to AI-powered robotic massage, gyms are investing heavily in wellness and recovery technology. But are these investments delivering real returns, or is the fitness industry caught in an expensive amenities arms race? In this episode of LIFTS, hosts Matthew Januszek and Mohammed Iqbal explore the growing business of recovery, questioning whether operators truly understand what their members value, how frequently recovery facilities are used and how to measure their impact on retention, revenue and profitability. The conversation then heads to New York for the Aescape CEO Forum, where they're joined by Frank Britt, CEO of Aescape, to discuss the future of intelligent recovery, AI and robotics, and the launch of the new Tom Brady Protocol. Key topics include: The recovery arms race and the challenge of measuring ROI. Why personalised recovery programmes could be more valuable than simply adding equipment. How AI and robotics are transforming the recovery experience. The development of Aescape's Tom Brady Protocol. Why recovery could eventually occupy 20–25% of gym floor space. The opportunities for operators to improve member experiences, retention and revenue. As recovery becomes an increasingly important part of the fitness industry, the question isn't just what technology to invest in, but how to turn that investment into measurable value. Watch the full episode on YouTube: https://youtu.be/yXGtUA0E86Q Connect with Frank Britt: https://www.linkedin.com/in/fbritt/ Follow Aescape: https://www.instagram.com/aescape/ About LIFTS LIFTS – Latest Industry Fitness Trends & Stories is hosted by Matthew Januszek and Mohammed Iqbal, bringing you conversations with the leaders, innovators and entrepreneurs shaping the future of the global fitness industry. FOLLOW LIFTS LinkedIn: https://www.linkedin.com/company/liftspod Instagram: https://www.instagram.com/lifts.podcast/ Newsletter: https://www.liftspodcast.com/newsletter EPISODE TIMESTAMPS 00:00 – The Recovery Opportunity 04:49 – The Recovery Arms Race 08:16 – Programming & ROI 19:30 – Tom Brady's Recovery Protocol 25:09 – The Future of Smart Gyms 29:09 – Live at the Aescape CEO Forum 41:10 – AI, Robotics & Recovery
- 3 weeks ago27 min
40 Years of Fitness: Where We've Been and Where We're Going | Live from Peloton HQ
Four decades of fitness industry evolution. From iconic equipment brands and strength training to digital fitness, Peloton and the rise of wellness – where has the industry been, and where is it heading next? In this special episode of LIFTS – Latest Industry Fitness Trends & Stories, hosts Matthew Januszek and Mohammed Iqbal are live from Peloton HQ in Hudson Yards, New York, joined by John Murray and John Marcotte of Advantage Sport & Fitness. Founded in 1985, Advantage has spent more than 40 years navigating the changing fitness landscape. John and John reflect on the evolution of commercial fitness equipment, the rise and fall of major manufacturers, and why specialist brands are making a comeback. The conversation also explores how Peloton and digital coaching are transforming the fitness experience, why operators should embrace technology to improve member engagement, and how the growing demand for wellness and recovery is creating new opportunities. John Murray also shares the leadership lessons he learned as a wrestling coach, explaining why building the right team and culture has been fundamental to Advantage's long-term success. Key topics include: 40 years of fitness industry innovation and changing consumer demands The return of specialist fitness equipment brands Peloton, digital coaching and member retention Leadership, recruitment and building successful teams The growth of wellness, recovery and new fitness experiences The future of fitness equipment distribution What will shape the next decade of fitness? Listen now for insights from two industry veterans who have witnessed the industry's transformation first-hand. CONNECT WITH OUR GUESTS John Marcotte LinkedIn: https://www.linkedin.com/in/john-marcotte-59634ba/ John Murray | Advantage Sport & Fitness LinkedIn: https://www.linkedin.com/company/advantage-sport-&-fitness/people/ Instagram: https://www.instagram.com/advantagesportandfitness/ Peloton Instagram: https://www.instagram.com/onepeloton/ LinkedIn: https://www.linkedin.com/company/peloton-interactive- FOLLOW LIFTS LinkedIn: https://www.linkedin.com/company/liftspod Instagram: https://www.instagram.com/lifts.podcast/ Newsletter: https://www.liftspodcast.com/newsletter Chapters 00:00 – Introduction: Live from Peloton HQ 00:58 – 40 Years of Fitness: How It All Began 04:12 – The Evolution of Fitness Equipment & Brands 07:47 – Changing Consumer Trends & Digital Fitness 10:15 – Peloton, Digital Coaching & Member Retention 12:38 – Building Winning Teams & Business Culture 16:52 – The Future of Fitness Equipment Distribution 20:18 – The Rise of Wellness & Recovery 23:04 – The Power of Peloton's Instructors
- Oct 11, 202650 min
Built by Men, Designed for Women? Fitness's Biggest Blind Spot
Is the fitness industry overlooking one of its biggest opportunities — women? For decades, much of the fitness and wellness industry has been shaped by male-led businesses, product development and research. But as women's health, strength training, longevity and wearable technology gain momentum, is the industry doing enough to understand what women actually need? In this episode of LIFTS – Latest Industry Fitness Trends & Stories, hosts Matthew Januszek and Mohammed Iqbal are joined by Suzaan Sauerman, a consumer behaviour and women's health advocate, to explore the gap between what women need and what the health and wellness industry currently delivers. Suzaan argues that women's health doesn't just have a funding problem it has a commercial visibility problem. From products that fail to reach consumers to gym environments that overlook opportunities for education, support and personalised experiences, she challenges fitness operators and brands to rethink their approach. The conversation also explores the growing role of wearable technology, including Oura, WHOOP, Apple Watch and continuous glucose monitors. Suzaan explains why she believes every woman should have a wearable, while questioning whether the industry is doing enough to turn the vast amount of health data being collected into meaningful, actionable guidance. In this episode, we explore: Why women's health remains a significant untapped commercial opportunity. How male-led product development has influenced the fitness and wellness industry. Why gyms could do more to support women through strength training, recovery, menopause and hormone health. The importance of education, accessibility and consumer-focused communication. Why Suzaan believes wearable technology could help close gaps in women's health data. The limitations of readiness scores and the need for more personalised health insights. How greater female representation could influence the next generation of fitness products and services. Are fitness businesses genuinely designing around women's needs, or simply adapting products and services that were never built with women in mind? A thought-provoking conversation about the future of women's health, wearable technology and the commercial opportunities for fitness operators willing to rethink how they serve their members. Connect with Suzaan Sauerman LinkedIn: https://www.linkedin.com/in/suzaan/ Instagram: https://www.instagram.com/suzaansauerman/ Episode Sponsors EGYM – Connected fitness technology and smart strength training solutions helping operators deliver personalised, data-driven exercise experiences. https://egym.com/ Fitness On Demand – Digital fitness and wellness solutions helping operators engage members and expand their services. https://www.fitnessondemand247.com/ Follow LIFTS Subscribe to our newsletter: https://www.liftspodcast.com/newsletter LinkedIn: https://www.linkedin.com/company/liftspod Instagram: https://www.instagram.com/lifts.podcast/ Interested in sponsoring LIFTS? Contact Wendy de Knoop at wendy@liftspodcast.com Chapters 00:00 – Introduction: Is Fitness Getting Women's Health Wrong? 03:30 – Women's Health Has a Commercial Visibility Problem 09:48 – Why Gyms Need to Rethink How They Serve Women 16:21 – Women's Health, Education & the Gym Opportunity 23:41 – Should Every Woman Have a Wearable? 25:25 – Sponsor: EGYM 29:31 – Wearable Data: What's the "So What"?
- Oct 4, 2026
Planet Fitness, HYROX & Padel | Clues to Fitness's Next Big Shift?
Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by James Hurlock, founder of Fitura Brands, to explore some of the biggest shifts currently reshaping fitness, sport and wellness. James has spent much of his career building and scaling fitness brands internationally. He played a key role in the global growth of F45, which expanded to more than 1,800 locations across 60+ countries, before becoming the founding CEO of FS8. Today, he is building Fitura Brands around three areas he believes represent major opportunities in the market: padel, reformer Pilates and recovery. The conversation starts with Planet Fitness and its evolving brand and product. As strength becomes more important and lower-cost operators add more services and experiences, can established fitness brands modernise without losing sight of the customer they were originally built for? The discussion then turns to HYROX and its rapid global growth. Is HYROX still a fitness event, or has it created something much bigger around competition, community and lifestyle? And with significant room for expansion in the US, where could the brand go next? James also shares his perspective on the growth of padel and what recent participation data could tell us about the future of racket sports in the US. Finally, James explains the thinking behind Fitura Brands and its three concepts Padel SWT, Core Precinct and Contrast Theory and why bringing together sport, training, Pilates and recovery could reflect a much broader shift in what consumers want from fitness and wellness facilities. As the traditional gym evolves into something increasingly connected to sport, recovery, community and lifestyle, are Planet Fitness, HYROX and padel giving us clues about what comes next? In this episode, we cover: How Planet Fitness is evolving its brand and gym floor Whether big-box gyms risk trying to be everything to everyone Why the fitness middle market could face increasing pressure What HYROX's growth means for gyms and fitness operators Why the US represents a major opportunity for HYROX Why padel is attracting increasing attention What participation trends could mean for racket sports Why sport, fitness and recovery are increasingly converging The thinking behind Fitura Brands Why knowing your member and demonstrating value still matters Guest: James Hurlock LinkedIn: https://www.linkedin.com/in/jameshurlock/ Fitura Brands: https://fiturabrands.com/ Padel SWT: https://padelswt.com/ Core Precinct: https://coreprecinct.com/ Contrast Theory: https://contrastheory.com/ Sponsored by Fitness On Demand and EGYM Fitness On Demand:https://www.fitnessondemand247.com/ EGYM: https://egym.com/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising opportunities. 🎥 Watch the full episode on YouTube: https://youtu.be/pLaV1TQz3Dw 🎧 Listen on Apple Podcasts: https://podcasts.apple.com/gb/podcast/escape-your-limits-lifts/id1321349827/ 📩 Subscribe to the LIFTS Newsletter: https://www.liftspodcast.com/newsletter 🔗 Follow LIFTS on LinkedIn: https://www.linkedin.com/company/liftspod 📱 Follow LIFTS on Instagram: https://www.instagram.com/lifts.podcast/ Chapters 00:00 Planet Fitness, HYROX & Padel – What's Changing in Fitness? 04:02 Planet Fitness: Rebranding the Low-Cost Gym 14:45 HYROX: From Fitness Race to Global Phenomenon 23:45 Sponsor – Fitness On Demand 2
- Sep 27, 2026
Australia Special: Is Australia Showing Us What's Next in Fitness?
Why does Australia continue to punch above its weight in the global fitness industry? In this Australian special of LIFTS, Matthew Januszek is joined by Mohammed Iqbal, reporting from Melbourne after spending the week meeting BFT, KX Pilates and Strong Pilates. Matthew and Mo explore why Australia has become such an influential fitness market and what operators elsewhere could learn from its approach to franchising, Pilates, member engagement, community, recovery and competitive fitness. They look at how Pilates has become a mainstream part of Australian wellness culture, why Australian fitness entrepreneurs have successfully taken concepts around the world, and why Mo believes the market puts greater emphasis on retention and engagement than many operators in the US. They also take a closer look at BFT, from Recovery 10X to its Podium competitive format, and discuss the role events such as HYROX are playing in building communities beyond the four walls of the gym. Finally, Mo shares one of his biggest observations from the trip: the acceleration of longevity and wellness and why the next generation of concepts to emerge from Australia could look very different from the fitness franchises that came before them. Is Australia showing the rest of the fitness industry what's next? Chapters 0:00 Why Australia Punches Above Its Weight in Fitness 06:38 Australia's Fast-Growing Fitness Trends & Pilates Boom 15:40 KX, Strong Pilates & the Australian Franchise Playbook 22:29 Sponsor – EGYM 23:00 Why Australia Focuses on Retention & Community 31:02 BFT, Recovery, Podium & Competitive Fitness 41:05 Is Longevity Australia's Next Big Fitness Export? Sponsored by Fitness On Demand and EGYM Fitness On Demand: https://www.fitnessondemand247.com/ EGYM: https://egym.com/ 📩 Subscribe to the LIFTS Newsletter: https://www.liftspodcast.com/newsletter 🎧 Listen on Apple Podcasts: https://podcasts.apple.com/gb/podcast/escape-your-limits-lifts/id1321349827
- Sep 20, 202641 min
Are the Biggest Fitness Brands Losing Their Grip on the Consumer?
Is the fitness industry still telling consumers what they want — or are consumers increasingly telling the industry what it needs to deliver? In this episode of LIFTS, Matthew Januszek and Mohammed Iqbal unpack some of the biggest stories shaping health, fitness and wellness. They discuss the questions being raised around wearable accuracy, how WeightWatchers has responded to the rise of GLP-1s, and why consumers using GLP-1s could represent an important opportunity for the fitness industry. They also look at the changing gym floor as value operators move towards more premium experiences and consumers become increasingly knowledgeable about specific equipment brands, training modalities and recovery. With new equipment companies building audiences through social media and digital-first strategies, Matthew and Mo ask whether some of the industry's established brands risk losing relevance with a new generation of consumers. Plus, they discuss new strength research suggesting consistency beats complexity, and why creating sustainable exercise habits could be more important than increasingly complicated programming. Are the biggest fitness brands still shaping the consumer — or is the consumer now shaping them? Chapters 00:00 Are Consumers Taking Control of Fitness? 00:44 The Biggest Stories Shaping the Fitness Industry 01:08 Can You Trust Your Wearable? 06:50 WeightWatchers, GLP-1s & the Fitness Opportunity 12:25 Why Value Gyms Are Going Premium 15:47 Is the Consumer Now Driving the Gym Floor? 19:23 Sponsor – Fitness On Demand 19:50 Are Single-Brand Gym Floors Becoming Outdated? 27:54 What's Happening With FitLab? 30:39 Why Consistency Beats Complexity in Strength Training 36:15 What Does the Future of Fitness Look Like? Sponsored by Fitness On Demand and EGYM Fitness On Demand: https://www.fitnessondemand247.com/ EGYM: https://egym.com/ 📩 Subscribe to the LIFTS Newsletter: https://www.liftspodcast.com/newsletter 🎧 Apple Podcasts: https://podcasts.apple.com/gb/podcast/escape-your-limits-lifts/id1321349827
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About LIFTS - Latest Industry Fitness Trends & Stories
Every week, our intrepid hosts Matthew Januszek of Escape Fitness and Mo Iqbal of SweatWorks will discuss the breaking fitness industry news, providing their own perspective on the headlines whilst provoking thoughts and conversations. All delivered in a quick-fix, approximately 30-minute podcast. LIFTS is the fitness industry's meeting point - a space where leaders, innovators, and creators come together to make sense of what's happening now and what's coming next. Through conversations that blend market trends, technology, leadership, and real-world experience, LIFTS delivers the insights professionals need to stay informed, inspired, and ahead of the future. Designed for founders, operators, and forward-thinkers, LIFTS goes beyond interviews. It helps unlock new ideas, spark innovation, and connect you with the people redefining how the fitness world moves.
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