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by Matthew Januszek
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- Yesterday42 min
LIFTS Episode 124 – The $128 Million Recovery Tech Collapse: What Really Happened at Aescape | with Frank Britt
Welcome to the latest episode of LIFTS, your bite-sized dose of the latest fitness industry trends and stories. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Frank Britt, CEO of Aescape, for a deep dive into one of the most talked-about stories in wellness technology this year. After reports emerged that Aescape entered insolvency proceedings following a reported $157 million shortfall, the conversation around recovery robotics quickly shifted from innovation to survival. But according to Frank Britt, the real story is far more nuanced and far from over. This episode explores what actually happened behind the scenes at Aescape, why the original business model failed, and how the company is now attempting to rebuild around a completely different approach. Frank shares why "robots as a service" created major challenges for the company's economics, how the business is restructuring around equipment ownership and platform services, and why he believes recovery robotics is still positioned at the centre of several long-term wellness trends including AI, personalisation, diagnostics, and labour shortages. The discussion also examines the broader future of recovery within fitness and hospitality. As recovery moves from luxury amenity to everyday infrastructure, operators are beginning to rethink how bodywork, data, and personalised wellness experiences fit into the future member journey. The episode also dives into the parallels between recovery technology and the adoption curves of other consumer technologies from GPS and streaming to wearables and connected health devices and why Frank believes recovery intelligence could eventually become as mainstream as strength or cardio tracking. In this episode, we cover: Why Aescape collapsed despite raising $128 million The business model mistake behind "robots as a service" How Aescape plans to rebuild and scale Why recovery is moving to the centre of wellness The future of AI-driven recovery and personalisation 👉 To learn more about Frank Britt, click here: https://www.linkedin.com/in/fbritt/ 👉 To learn more about our sponsor EGYM, click here: https://bit.ly/3JzsosR Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising opportunities. Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: https://www.youtube.com/user/EscapeFitness Or if you prefer, you can receive the latest news direct to your inbox, subscribe here: https://www.liftspodcast.com/newsletter Join the conversation at LIFTS LinkedIn: https://www.linkedin.com/company/liftspod Timestamps 0:00 Introduction 5:58 What Really Happened at Aescape 11:07 The Pivot Away From "Robots as a Service" 17:59 Why Recovery Is Moving to the Centre of Wellness 33:28 The Future of AI-Driven Recovery & Diagnostics
- 1 weeks ago50 min
LIFTS Episode 123 – Fitness Technology Is No Longer Software. It's Infrastructure | with Al Noshirvani
Welcome to the latest episode of LIFTS, your bite-sized dose of the latest fitness industry trends and stories. In this episode, hosts Matthew Januszek and Mohammed Iqbal explore one of the most important shifts in the fitness industry today: technology is no longer just a support function, it's a core driver of growth. Joined by Al Noshirvani, Executive Chairman of Alta Technology Group, the conversation dives into how operators should rethink their approach to AI, payments, and platform decisions. While the industry is flooded with new tools and innovations, a deeper challenge is emerging beneath the surface. Many operators are investing in technology without clearly understanding whether it delivers measurable impact. Al introduces a simple but powerful framework: every technology decision should enhance the member experience, increase staff productivity, or contribute to the bottom line. Ideally, it should do all three. The discussion explores how AI is often overemphasised in customer-facing features, while the real opportunity lies behind the scenes automating operations such as collections, onboarding, and staff training. It also examines how payments have evolved from a back-office necessity into a strategic lever that impacts revenue, retention, and customer trust. The conversation also highlights the growing importance of platform strategy. As businesses scale, operators must ensure their technology is configurable, flexible, and extensible otherwise they risk being locked into systems that limit future growth. As the episode develops, the panel reinforces a critical insight: technology should not be pursued for its own sake. The operators who win will be those who focus on outcomes using technology to drive better experiences, stronger operations, and sustainable revenue growth. In this episode, we cover: The 3 tests every fitness technology decision must pass Why most AI in fitness is missing the point Where AI is actually creating operational value How payments became a strategic lever in fitness The risks of choosing the wrong technology platform Why configurability, flexibility, and extensibility matter How to think about technology as a revenue driver—not a cost What operators should demand from their tech partners 👉 To learn more about Al Noshirvani, click here: https://www.linkedin.com/in/alnoshirvani/ 👉 To learn more about our sponsor EGYM, click here: https://bit.ly/3JzsosR Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising opportunities. Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: https://www.youtube.com/user/EscapeFitness Or if you prefer, you can receive the latest news direct to your inbox, subscribe here: https://www.liftspodcast.com/newsletter Join the conversation at LIFTS LinkedIn: https://www.linkedin.com/company/liftspod Timestamps 0:00 Introduction 4:41 Why Fitness Technology Is Now Infrastructure 9:25 What Operators Should Focus on With Technology 10:04 The 3 Tests Every Tech Decision Must Pass 11:08 Where AI Actually Works in Fitness 13:12 Get Them, Know Them, Keep Them 19:48 Click to Cancel, Trust & Member Experience 25:45 Sponsor Message: EGYM 28:23 Payments as a Strategic Lever 35:36 AI, Personalisation & The Gym Experience
- 2 weeks ago44 min
LIFTS Episode 122 – Your Gym Isn't Growing… Because Your Members Don't Show Up | with JJ Creegan
Welcome to the latest episode of LIFTS, your bite-sized dose of the latest fitness industry trends and stories. In this episode, hosts Matthew Januszek and Mohammed Iqbal explore one of the most overlooked drivers of growth in the fitness industry: member frequency. Joined by JJ Creegan, Principal at Creegan Co., the conversation dives into why many gyms plateau despite strong demand and continued industry growth. While headlines suggest the fitness industry is thriving, with rising revenues and participation, a deeper issue is emerging beneath the surface. Many operators are still focused on acquisition and utilisation, while overlooking the single metric that ultimately determines long-term success: whether members consistently show up. Drawing on experience from brands such as Planet Fitness, Orangetheory Fitness, and Purpose Brands, JJ shares a practical framework for understanding where businesses break down as they scale. From reliance on "founder energy" to fragmented systems and inconsistent execution, the discussion highlights why early success can often mask deeper operational fragility. The conversation also explores how operators can better understand their lead funnels, improve execution across teams, and build systems that drive behaviour, not just short-term results. JJ introduces his "SCREAM" framework as a way to evaluate business health across systems, culture, relationships, execution, action, and management. As the episode develops, the panel reinforces a critical insight: growth is no longer just about getting more members through the door. It's about ensuring they stay engaged, build consistent habits, and remain active within your ecosystem. For operators, founders, and investors, this episode provides valuable insight into the shifting dynamics of the industry, including the "disappearing middle," changing consumer behaviour, and the increasing importance of retention in a more competitive landscape. In this episode, we cover: Why frequency of visit is the most important metric in fitness The hidden gaps in the lead funnel (book, show, close) Why "founder energy" doesn't scale The SCREAM framework for building stronger operations The "disappearing middle" of the fitness market How consumer behaviour is shifting towards performance and data Why retention is becoming harder—and more important than ever 👉 To learn more about JJ Creegan, click here: https://www.linkedin.com/in/jjcreegan/ or https://www.instagram.com/jcreegan/ 👉 To learn more about our sponsor EGYM, click here: https://bit.ly/3JzsosR Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising opportunities. Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: https://www.youtube.com/user/EscapeFitness Or if you prefer, you can receive the latest news direct to your inbox, subscribe here: https://www.liftspodcast.com/newsletter Shop gym equipment:https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) <p di
- 3 weeks ago51 min
LIFTS Episode 121 – If Aging Is a Disease… Can We Cure It? | with Dr. Jonathann Kuo
Welcome to the latest episode of LIFTS, your bite-sized dose of the latest industry fitness trends and stories. In this episode, hosts Matthew Januszek and Mohammed Iqbal explore one of the most provocative ideas in modern health and wellness: what if aging itself is a disease? Joined by Dr. Jonathann Kuo, founder of Extension Health, the conversation dives into the rapid rise of longevity medicine, peptides, and advanced performance therapies. As concierge health models, diagnostics, and biohacking treatments move into the mainstream, a new category is emerging at the intersection of healthcare, wellness, and performance. However, as interest grows, so too does the gap between consumer awareness, clinical expertise, and real-world application. The discussion explores how longevity medicine is being defined today, and how it differs from traditional healthcare, which has historically focused on treating disease rather than preventing it. Dr. Kuo shares his clinical perspective on using advanced diagnostics, peptide therapies, and regenerative interventions to optimise healthspan and address the underlying drivers of aging. Matthew and Mo challenge the growing influence of social media and biohacking culture, where consumer demand is accelerating faster than regulation and scientific validation. The conversation highlights the importance of clinical experience, medical oversight, and responsible implementation in a space that is evolving rapidly. As the episode develops, the panel reinforces a key message: while advanced therapies are gaining traction, the fundamentals of health, diet, sleep, and exercise remain the foundation of long-term outcomes, with newer interventions acting as an additional layer of optimisation. For operators, this episode provides valuable insight into both the opportunities and responsibilities associated with integrating longevity and wellness services into fitness environments. In this episode, we cover: • What longevity medicine is and why it's growing • The idea of aging as a disease and what it means in practice • The rise of peptides, biohacking, and advanced therapies • The difference between clinical care and influencer-led health advice • Why diagnostics and personalised data are essential • Risks around unregulated treatments and "DIY" biohacking • How AI is shaping the future of personalised healthcare Guest 👉 To learn more about Dr. Jonathann Kuo, click here: https://www.linkedin.com/in/jonathannkuo/ 👉 To learn more about our sponsor EGYM, click here: https://bit.ly/3JzsosR Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising opportunities. Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: https://www.youtube.com/user/EscapeFitness. Or if you prefer, you can receive the latest news direct to your inbox, subscribe here: https://www.liftspodcast.com/newsletter Shop gym equipment: https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) Join the conversation at LIFTS LinkedIn: https://www.linkedin.com/company/liftspod Timestamps 0:00 Introduction 1:05 What Is Longevity Medicine? 5:30 Aging as a Disease A New Perspective 10:20 Peptides Explained: Hype vs Reality 18:45 Fundamentals vs Optimisation 23:30 Mental Health & Neuro Reset Therapies 28:40 Why Diagnostics & Data Matter 33:50 The Rise of Concierge Health Models 38:10 Risks of Unregulated Biohacking 43:00 AI and the Future of Healthcare 46:00 Final Takeaways
- 4 weeks ago55 min
LIFTS Episode 120 – The Molecule Matters: How NAD Actually Works in the Body | with Rachele Pojednic
Welcome to the latest episode of LIFTS, your bite-sized dose of the Latest Industry Fitness Trends and Stories. In this episode, hosts Matthew Januszek and Mohammed Iqbal explore one of the most talked-about topics in modern wellness: NAD and the rapid rise of longevity therapies. Joined by Rachele Pojednic, Chief Science Officer at Restore Hyper Wellness, the conversation breaks down what NAD actually is, how it functions within the body, and why it has become such a focal point in energy, recovery, and healthy aging. As wellness clinics, IV therapies, and performance treatments continue to grow in popularity, NAD has emerged as a central molecule in the conversation around optimisation and longevity. However, as interest increases, so too does the gap between consumer awareness, scientific understanding, and real-world application. The discussion explores the biology behind NAD, including its role in cellular energy production, metabolism, and DNA repair, while also examining the different forms of NAD and its precursors, such as NR and NMN. Matthew and Mo share their own experiences with NAD therapies, opening up a broader discussion around delivery methods, perceived benefits, and the difference between anecdotal outcomes and evidence-based practice. As the conversation develops, Rachel highlights the importance of understanding not just the therapy, but the underlying molecule, and why factors such as dosage, delivery method, and cellular transport play a critical role in determining effectiveness. The episode also addresses the wider challenges within the wellness industry, including the speed at which new therapies are being adopted, the influence of biohacking culture, and the growing need for scientific validation and safety data. For operators, this episode provides valuable insight into both the opportunities and responsibilities associated with integrating longevity and wellness services into fitness environments. In this episode, we cover: What NAD is and how it works in the body Why NAD levels decline with age The rise of NAD and wellness clinics The difference between NAD, NR, and NMN Why delivery method and molecule selection matter The gap between wellness hype and scientific evidence Safety considerations, dosage challenges, and unknowns 👉 To learn more about Rachele Pojednic, click here: https://www.linkedin.com/in/rachelepojednic/ 👉 To learn more about our sponsor EGYM, click here: https://bit.ly/3JzsosR ====================================================== Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising. opportunities. Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: https://www.youtube.com/user/EscapeFitness Shop gym equipment: https://escapefitness.com/shop https://escapefitness.com/support/catalog (US) Join the conversation at LIFTS LinkedIn: https://www.linkedin.com/company/liftspod Timestamps 0:00 Introduction 1:50 What is NAD? 6:15 How NAD Works in the Body 9:10 Why NAD Declines With Age 13:00 Can You Measure NAD? 19:00 NAD Therapy Explained 28:30 Wellness Hype vs Science 38:30 Safety & What We Don't Know 51:30 Final Takeaways
- Apr 12, 202628 min
LIFTS Episode 119 - The Golden Era of Fitness? Longevity, Mental Fitness & Human Performance | PerformX Special (Part 3 of 3) | with Giles Denning & Phil Learney
Welcome to the latest episode of LIFTS, your bite-sized dose of the Latest Industry Fitness Trends and Stories. In this special episode recorded live at PerformX, hosts Matthew Januszek and Mohammed Iqbal explore why many believe the fitness industry is entering a golden era of fitness and wellbeing. Joined by Giles Denning and Phil Learney, the conversation explores how fitness, wellness, longevity, and human performance are beginning to converge. As consumer expectations continue to evolve, gyms and operators are being challenged to think beyond traditional training models. Members are increasingly looking for guidance on mental fitness, recovery, sleep, and overall lifestyle optimisation — not just workouts. The discussion explores why gyms may be uniquely positioned to support these broader health goals. From bringing people together through challenging training environments to creating spaces where community, purpose, and coaching intersect, the fitness industry has the potential to play a much larger role in supporting long-term wellbeing. The panel also dives into the concept of cumulative stress and human capacity, exploring how factors such as sleep, travel, alcohol, environment, and recovery protocols influence overall health and performance. As the conversation develops, Phil Learney explains why recovery and wellness practices must be prescribed with the same precision as training, highlighting the growing importance of evidence-based approaches as the industry moves beyond hype toward measurable outcomes. For operators, this episode highlights a significant opportunity: as consumer demand shifts toward longevity, optimisation, and preventative health, gyms may become central hubs for supporting human performance across all areas of life. This episode is Part 3 of a three-part series recorded live at PerformX, exploring the ideas shaping the future of fitness. In this episode, we cover: • Why the fitness industry may be entering a golden era • The growing focus on mental fitness and men's health • Understanding cumulative stress and human capacity • Why recovery should be prescribed like training • The difference between wellness hype and evidence-based practice • How AI may transform coaching and performance programming • Why gyms may become central hubs for longevity and optimisation 👉 To learn more about Giles Denning, click here: https://www.linkedin.com/in/gilesdenning/ 👉 To learn more about Phil Learney, click here: https://www.linkedin.com/in/phillearney/ 👉 To learn more about our sponsor EGYM, click here: https://bit.ly/3JzsosR ====================================================== Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising opportunities. Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: https://www.youtube.com/user/EscapeFitness Shop gym equipment: https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) https://escapefitness.com/support/catalogue (UK) Join the conversation at LIFTS LinkedIn: https://www.linkedin.com/company/liftspod Timestamps 0:00 Welcome to PerformX 1:07 The Golden Era of Fitness & Wellbeing 4:08 Mental Fitness & Men's Health 6:13 Human Performance & Wellness Trends 10:01 Understanding Cumulative Stress 14:45 Recovery Should Be Prescribed Like Training 24:36 Final Takeaways: The Future of Fitness
- Apr 5, 20261h 5m
LIFTS Episode 118 - Fitness Leaders Unfiltered at Coach360 After HFA Party
Welcome to the latest episode of L.I.F.T.S, your bite-sized dose of the Latest Industry Fitness Trends and Stories. In this special episode recorded live at the Coach360 After Party during HFA 2026 in San Diego, hosts Matthew Januszek and Mohammed Iqbal sit down with four influential leaders from across the fitness industry for an unfiltered, behind-the-scenes conversation on where the industry is headed. Featuring insights from Bob Thomas, Sal Pellegrino, Pamela J. Brown (Crunch Fitness), and Marc Rodriguez, this conversation explores the shifting landscape of fitness, from emerging medical integrations and technology to generational changes in trainers, leadership, and culture. In this episode, we cover: The rise of GLP-1 medications and their impact on gyms, training, and member behavior. The ongoing evolution of the fitness industry post-COVID and signs of renewed growth Why culture, community, and human connection are more important than ever. The generational shift in trainers and the growing communication gap. How AI and technology are reshaping personal training and member expectations. The importance of education, mentorship, and professionalism in long-term success. Why longevity, health, and quality of life are overtaking aesthetics as primary goals. The role of leadership in shaping the future of fitness organizations. 👉 To learn more about HFA, click here: https://hub.healthandfitness.org/hfa-show 👉 To learn more about our sponsor EGYM, click here: https://bit.ly/3JzsosR ====================================================== Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising opportunities Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: https://www.youtube.com/user/EscapeFitness Shop gym equipment: https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) https://escapefitness.com/support/catalogue (UK) Join the conversation at LIFTS LinkedIn: https://www.linkedin.com/company/liftspod 00:00 Bob Thomas Introduction 06:50 GLP-1 and Fitness Industry 22:00 Sal Pellegrino Insights 37:40 Pamela Brown Culture Talk 47:00 Mark Rodriguez Training Evolution 01:01:50 Longevity Shift
- Mar 29, 202658 min
LIFTS Episode 117 - Mark Mastrov, UFC Gyms & ABC Fitness on the Future of the Industry | LIVE at HFA 2026
Welcome to the latest episode of L.I.F.T.S, your bite-sized dose of the Latest Industry Fitness Trends and Stories. In this special episode recorded live from HFA 2026 in San Diego, hosts Matthew Januszek and Mohammed Iqbal sit down with three of the most influential leaders in the global fitness industry to break down where the space is heading next. Featuring insights from Mark S. Mastrov (24 Hour Fitness), Adam Sedlack (UFC Gyms), and Bill Davis (ABC Fitness), this episode dives into the rapid evolution of fitness business models, technology, member behavior, and the growing intersection between fitness, healthcare, and longevity. In this episode, we cover: How technology and AI are reshaping the modern gym experience. Why the traditional membership model is evolving (and what comes next). The rise of recovery, longevity, and performance-driven services. How GLP-1s, peptides, and medical wellness are influencing gym usage. The growing importance of personal training as a retention driver. Why younger generations are entering fitness earlier and using gyms differently. The shift toward multi-gym memberships and "share of wallet" behavior. How brands like UFC Gyms are expanding into new modalities like jiu jitsu. The increasing role of personalization, data, and AI in fitness platforms. What separates top-performing gyms from the rest. 👉 To learn more about HFA, click here: https://hub.healthandfitness.org/hfa-show 👉 To learn more about our sponsor EGYM, click here: https://bit.ly/3JzsosR ====================================================== Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising opportunities Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: https://www.youtube.com/user/EscapeFitness Shop gym equipment: https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) https://escapefitness.com/support/catalogue (UK) Join the conversation at LIFTS LinkedIn: https://www.linkedin.com/company/liftspod 00:00 Intro: Live from HFA 2026 02:03 Mark Mastrov Interview 04:30 Technology & Industry Shift 09:21 Free Membership Model Discussion 13:16 Personal Training & Retention 18:47 Multi-Gym Membership Trends 22:03 Adam Sedlack Interview 25:24 Jiu Jitsu Growth 30:50 Global Fitness Trends 38:23 Bill Davis Interview 43:13 AI & Data in Fitness 57:56 Closing Thoughts
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About Escape Your Limits & LIFTS
ESCAPE YOUR LIMITS:Inside the minds of fitness industry influencers.Find out what drives, fuels and motivates the leaders in health and fitness. Each episode of Escape Your Limits reveals the mental, physical and emotional ingredients involved in standing out above everybody else. Discover why successful people keep going when most people stop, and what keeps them going day after day. It's not about shortcuts for dreamers; these people prove that constant hard work fueled by the right frame of mind is what makes dreams a reality. Join Matthew Januszek, co-founder of Escape Fitness, as he delves into the mindset of leadership and success.LIFTS: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.
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