LIFTS Episode 132 – Inside Athletech New York: How the Best Fitness Brands Are Adapting | LIFTS Live in New York

Welcome to a special edition of LIFTS x Athletech, where we explore the future of fitness, wellness and human performance. Recorded LIVE at Athletech in New York, hosts Matthew Januszek and Mohammed Iqbal are joined by five industry leaders to discuss how the world's leading fitness brands are adapting to one of the fastest periods of change the industry has ever experienced. As consumer expectations evolve and AI, education, technology, partnerships and community continue to reshape the market, today's operators are rethinking everything from group fitness and member engagement to talent development and business strategy. Joining the discussion are Joella Hopkins, Executive Vice President, Group Fitness at EōS Fitness; Lauren Maffei, Senior Director of Business Development & Partnerships at Purpose Brands; Warren Heffelfinger, CEO of ISSA; Pete Moore, Advisor to the Health, Active Lifestyle and Outdoor (HALO) sector; and Natalia Karbasova, Founder of FitTech Club. Joella explains how EōS has reinvented group fitness by bringing boutique-style experiences into the HVLP model, why live instructors remain essential, and how innovative programming is attracting younger generations. Lauren discusses how strategic partnerships are helping brands extend beyond the gym, strengthen member loyalty and create new revenue opportunities. Warren shares why the industry's biggest challenge isn't a shortage of trainers but developing better ones, why soft skills matter more than ever, and how AI is transforming education rather than replacing coaches. Pete introduces the HALO sector, explains why fitness should think bigger than traditional gyms, and shares his vision for creating stronger partnerships across the entire health and wellness economy. Natalia explores the global FitTech ecosystem, startup innovation, investment trends and the technologies shaping the future of health and fitness. Together, they explore how the industry's leading brands are responding to rapid change and what operators can do to build more resilient, innovative and future-ready businesses. In this episode, we cover: How the best fitness brands are adapting to industry change The evolution of group fitness and boutique experiences Strategic partnerships that drive growth AI, education and the future of coaching Why soft skills remain fitness's greatest competitive advantage The rise of the HALO sector and cross-industry collaboration Emerging FitTech trends and investment opportunities Practical leadership lessons for fitness operators 👉 Connect with Joella Hopkins https://www.linkedin.com/in/joellahopkins/ 👉 Connect with Lauren Maffei https://www.linkedin.com/in/lauren-maffei/ 👉 Connect with Warren Heffelfinger https://www.linkedin.com/in/warren-heffelfinger-925a851/ <p data-start="3087" data-end="315