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by Eric Malzone
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- Today54 min
Edward Hertzman - Why Are the Most Successful Companies Hiding? Athletech CEO on Repositioning the Industry
Eddie Hertzman, founder of Athletech News and creator of the Athletic Innovation Summit, pulls no punches in this conversation about what's holding the fitness industry back — and what it's going to take to finally move it forward. From the frustrating silence of successful fitness executives who refuse to show up at industry events, to the critical gap between how this industry sees itself and how consumers and investors see it, Eddie breaks down why fitness still hasn't gotten its "got milk moment." He and Eric dig into the second year of the Athletic Innovation Summit, what makes it genuinely different from every other fitness conference, and why bringing in voices from hospitality, media, luxury brands, and Wall Street is the only way this industry levels up. Eddie also shares what's new at Athletech News — including a members-only executive circle and a renewed commitment to building content that actually helps operators run better businesses in the age of AI. What You'll Take Away: 🏆 Industry credibility starts at the top — Why the most successful fitness executives staying quiet is actively hurting the industry's reputation with investors and consumers 🪞 The perception gap is real — Consumers don't fully trust the fitness industry yet, and the first step to fixing it is being honest enough to admit it 🏨 Hospitality is the blueprint — What Michelin-star restaurants and luxury hotels know about customer service that most gyms are completely missing 🎤 Don't let someone else tell your story — Whether you're a boutique operator or a billion-dollar brand, staying invisible is a business strategy that will eventually cost you 🤝 Collaboration over competition — Why Eddie actively supports competing events and what the fitness industry can learn from how other sectors build associations and go to Washington together 🏙️ Why New York matters for fitness business — The Athletic Innovation Summit's case for bringing the industry east, where capital, real estate, and serious deal-making actually live 📊 ROI isn't always a click — The deeper case for brand-building, media presence, and industry events in a world where AI is now pulling from the content you did or didn't publish 🤖 AI is changing B2B media — Why the fitness media outlets that survive will be the ones with human intelligence, opinions, and access that no algorithm can replicate 🎯 Segmented content is the future — How Athletech News is building specific resources for boutique owners, franchise operators, personal trainers, and more — because not all fitness businesses have the same problems 🔑 The Executive Circle — Eddie's new invite-only networking community designed for off-the-record, high-level conversations between fitness industry leaders who are ready to actually collaborate OUR SPONSOR: 🔗 Perfect Gym: https://www.perfectgym.com/en
- 5 days ago32 min
Women's Health Series - Groe Solutions: Dr. Jennifer King, PhD, MPH - The Forgotten Population
Women over 60 are one of the most biologically dynamic — and most overlooked — populations in the fitness industry. In this closing episode of the Women's Health Series, host Eric Malzone sits down with Dr. Jennifer King, behavioral scientist, gerontology researcher, and nationally competitive physique athlete, to tackle one of the industry's biggest blind spots: the near-total dropout of research, diagnostics, and programming once women move past menopause. Dr. King unpacks why clinical guidance so rarely includes the very women it's meant to serve, how gym environments send the wrong signals through layout, tour routes, and equipment placement, and what intentional design actually looks like when a facility is built around accessibility, strength, and longevity — not assumptions. From the hidden bias in a first gym tour to the role of technology like eGym in removing intimidation, this conversation is a call to action for fitness professionals ready to stop leaving an entire generation of women behind. 🔬 The research gap is real — women over 60 are routinely excluded from clinical studies due to "too many variables," yet they're the population most in need of evidence-based guidance 🏋️ Menopause is a system-wide transition — it affects metabolic health, cardiovascular risk, and musculoskeletal function, not just hormones 🏟️ Most gyms were never designed with older women in mind — from equipment layout to cardio rooms tucked in corners, the physical environment quietly signals who belongs 🧭 The gym tour reveals unconscious bias — women are almost always shown the cardio section first, steering them away from the strength training that offers the greatest return on investment 💪 Older women are not fragile — and they're not to be ignored — the industry makes one of two mistakes: treating them as breakable or overlooking them entirely 🤝 Social connection is a fitness variable — for women 60+, the gym is often a key source of community, and belonging drives consistency 📱 Technology can break down intimidation — smart, easy-to-use equipment like eGym has shown older adult women are fast adopters when the barrier to entry is removed 🏗️ Dream facility design: accessible, strength-forward, and welcoming — concierge feel, community-focused culture, visible representation, and no one rushing you off a machine 📊 Strength and functional capacity are top predictors of longevity — but longevity without quality of life isn't the goal 💰 Investing in older women is investing in society — reducing downstream healthcare costs starts with keeping this generation active, independent, and engaged now LINK: https://groe.solutions/
- 6 days ago33 min
Women's Health Series - Groe Solutions: Amy Bantham, DrPH - From Playground to Silver Years
In this episode of Future of Fitness, host Eric Malzone sits down with Dr. Amy Bantham — public health researcher, fitness professional, and founder of Move to Live More — for a refreshingly real conversation on women's health across the full lifespan. Rather than carving women's health into isolated phases like pregnancy or menopause, Dr. Bantham makes the case for a whole-person, health-span approach that starts in childhood and never stops. They dig into why most women aren't lacking motivation — they're lacking time, community, and programming that actually meets them where they are. From the funding gaps in women's health research, to building genuine social connectedness inside fitness facilities, to why "self-care is not selfish," this episode is packed with practical insights for fitness professionals, gym operators, and anyone invested in helping women move better and live longer. 🔬 The Women's Health Research Gap — The vast majority of women's health funding is still focused on pregnancy, leaving every other stage of a woman's life severely underfunded and under-researched. 📅 Think Health Span, Not Life Stage — Segmenting women's health into phases (puberty, reproductive years, menopause) misses the bigger picture. Real impact comes from supporting women consistently across their entire lives. 🧠 Behavior Change Is the Real Product — Great programming means nothing without adherence. The unsexy fundamentals — sleep, recovery, stress management, nutrition, movement, and community — are what actually move the needle. 👩🏫 Representation Matters in Fitness — Women over 40 are one of the most underserved fitness demographics, yet many facilities staff 18-year-old male trainers. Matching coaches to clients in age, experience, and background drives retention. 🤝 Community Is the #1 Missing Ingredient — Women show up for each other. Fitness facilities that intentionally build social connectedness — icebreakers, partner workouts, group challenges — see stronger participation and long-term commitment. ⏰ Time Is the Biggest Barrier — Especially for the "sandwich generation" juggling kids, careers, and aging parents, time for self-care gets deprioritized. Operators and coaches need to actively design around this reality. 🏃♀️ Keep Girls Moving Early — Girls drop out of organized physical activity at a significantly earlier age than boys. Building positive movement habits in childhood is the foundation for active, healthy adulthood. 😂 Fun and Laughter Drive Fitness Longevity — Programs built on small wins, laughter, celebration, and joy outperform ones built on discipline alone. Find what you love, and you'll do it forever. 💬 Self-Care Is Not Selfish — A core message from Dr. Bantham's work: women taking care of themselves are better equipped to show up for everyone else in their lives. 🏅 The Best Exercise Is the One You'll Actually Do — Forget the optimization rabbit hole. Consistency over time with something you genuinely enjoy will always beat the "perfect" program you abandon in three weeks. LINK: https://groe.solutions/
- 1 weeks ago33 min
Women's Health Series - Groe Solutions: Anaelle Oiknine - The Research Revolution
Women's health has been one of medicine's most overlooked frontiers — and the data gap is decades deep. In this episode, Eric Malzone sits down with Anaelle Oiknine, clinical development lead at Ultrahuman, to unpack why the majority of drugs, exercise prescriptions, and health metrics have historically been built around male physiology — and what that's cost women. From the thalidomide tragedy of the 1950s to the ongoing research mismatch around endometriosis, Anaelle breaks down the systemic failures that left half the population underserved, and why the tide is finally turning. She shares what continuous wearable data is revealing about the female body that annual OB-GYN visits never could — including how Ultrahuman's cycle and ovulation tracking has flagged PCOS and endometriosis before a physician's diagnosis. If you're a fitness professional, wellness practitioner, or just someone who wants to understand why cycle-based training is the next major evolution in personalized health, this conversation is where you start. Key Takeaways: 🔬 The Research Gap Is Real — Most medications, VO2 max benchmarks, and exercise prescriptions were developed using male physiology. Women weren't formally included in NIH clinical trials until 1989. 💊 The Thalidomide Tragedy — A sedative tested only on men was marketed to pregnant women for morning sickness in the 1950s, causing severe birth defects. A defining case of what happens when women are excluded from clinical research. 🩺 Endometriosis Is Still Underserved — Despite being one of the most prevalent and painful women's health conditions, research is stalled by a mismatch between FDA approval standards (pain relief) and available animal models. Organoids from menstrual blood are the promising next step. 💡 FemTech Is a Multi-Billion Dollar Opportunity — The McKinsey report projects FemTech will hit at least $50 billion by 2030. Women being underserved isn't just a health crisis — it's a massive market gap finally being addressed. 💍 Wearables Are Closing the Black Box — Ultrahuman's Ring Pro tracks continuous temperature data to detect progesterone patterns, flag irregular cycles, and confirm ovulation — data that a once-a-year OB-GYN visit simply can't capture. 🔄 Cycle-Based Training Is the Future — Generic weekly training splits don't work for women. Training should be structured around hormonal phases — a push week, a ramp week, a peak week, and a rest week with zero guilt. 📊 Data Needs to Reach the Doctor — Wearable health data is powerful, but it needs to move from the user's app into the hands of medical professionals to truly close the gap in women's healthcare. 🏋️ What Fitness Pros Need to Know — Gym owners and coaches are already asking how to integrate menstrual cycle data into training programming. Apps like FEMI are leading the way by adapting marathon training plans to cycle phases. 🚀 Consumer Health Is Moving Faster Than Regulation — With ChatGPT logging 230 million weekly health queries, people are self-educating and demanding solutions. The industry will meet them — with or without regulatory frameworks catching up. LINK: https://groe.solutions/
- 1 weeks ago58 min
Dave Appel - A Tsunami Is Coming: What Gym Owners Need to Know About Peptide Deregulation
Dave Appel, Chief Health & Wellness Officer at KORB Health and 35-year fitness industry veteran, joins Eric Malzone for a candid conversation on the collision of telehealth, GLP-1s, hormone replacement therapy, and the gym business model. Dave breaks down why the fitness industry can no longer afford to ignore the 80% of the population that doesn't identify as "fit," how GLP-1 medications like semaglutide are opening gym doors for people who never felt welcome in them, and what gym operators need to know right now before peptide deregulation reshapes the entire landscape. From KORB's partnerships with InShape Fitness and Fitness 19 to the future of pod-based, community-driven training environments, this episode is a masterclass in where preventative health and fitness are headed — and how smart operators can build a new revenue stream by getting ahead of it. What You'll Learn: 💊 Why GLP-1s like semaglutide and Ozempic aren't the enemy of fitness — they're the gateway drug to it 🏋️ How gym operators can add a zero-capital-expenditure revenue stream through telehealth partnerships 🌊 What the incoming peptide deregulation tsunami means for fitness businesses (and why ignoring it is dangerous) 🤝 How InShape Fitness and Fitness 19 are integrating GLP-1 programs into their member experience 🧠 The psychology behind why GLP-1 patients feel unwelcome in traditional gyms — and how to fix your messaging 📱 Why telehealth is the future of medicine and how KORB's care-first model keeps patients retained for 8–10 months 🏥 The difference between a "prescribe then educate" vs. "educate then prescribe" model — and why it matters 👥 Dave's vision for the gym of 2030: pod training, matchmaking-style community groups, and no more "pain caves" 💰 How the KORB rev share model works for fitness operators and why email open rates are surging with health content 🎯 Why personal trainers who niche into GLP-1 coaching have a massive untapped opportunity right now OUR SPONSORS: 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int
- 2 weeks ago47 min
Jane Wang - Your Retention Strategy Is Backwards: Optimity's Lifetime Journey Approach
Jane Wang brings a rare cross-disciplinary lens to one of fitness's oldest problems: member retention. With a background in clinical research, mortality risk, and 12+ years in corporate wellness, Jane shares why the industry's approach to churn is fundamentally flawed — and what a data-driven, human-centered model looks like. What We Cover: Jane's background — From HIV research and ovarian cancer trials to building tech for 7M+ members at Opt Why retention is broken — The industry measures daily/weekly/monthly activity but ignores the full lifecycle of a member Life stages & churn — Having a baby, moving cities, changing jobs: why no text message can fix structural churn The "no" that means "not right now" — Treating lapsed members like a long-term sales relationship Life events in insurance vs. fitness — How life insurers market around milestones and why gyms should too Joyful nudges vs. aggressive ones — Why over-messaging kills retention and joy-driven UX wins The female fitness opportunity — Women are 60–90% of class-based gym users, but most products are built by and for men Cyclical health design — Why female biology demands a different measurement framework Candy Crush vs. Call of Duty — The massive underserved female market and what light gamification unlocks Social connectedness as a magic metric — Facebook's early retention lesson applied to gyms; women average 8–9 challenge buddies vs. men's 1–2 Fidgital — Physical + digital experiences that create lasting loyalty (Apple as the model) The data stack — Subscription data → usage/check-ins → wearables → zip codes → behavioral triangulation How Opt's challenges work — 1-day to 2-week gamified events that surface persona, personality, and device data with no tech lift for partners EGM Genius AI — A real-world fidgital example from the gym floor What Jane needs — Partners with 100K+ member footprints to help scale from 7M to 100M members OUR SPONSORS: 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int
- 3 weeks ago51 min
Marco Benitez - Mining Gold from 300+ Wearables: How ROOK Unifies Scattered Data
Host Eric Malzone sits down with Marco Benitez, CEO and Co-founder of ROOK — and former TaeKwondo champion turned biomedical engineer — to get real about where the fitness and wellness industry stands in the age of AI and wearable data. Marco pulls from his background at Roche and Novartis to explain why clean, unified data is the foundation everything else is built on, and why most operators are sitting on gold they don't know how to mine. From pharma clinical trials using Oura rings to track narcolepsy patients, to longevity brands leveraging sleep data to drive upsells, to the looming reality of AI agents reshaping how we interact with health professionals — this conversation doesn't sugarcoat anything. Eric and Marco also dig into the "dead internet" theory, AI hallucinations, self-driving cars, and why soft skills might be the most valuable thing you can develop right now. If you're in fitness, healthcare, or anywhere near the wellness space and you're not thinking seriously about your data strategy, this episode is your wake-up call. Key Takeaways: 📊 Data is the gold — but most operators don't have the pickaxe. Having wearable data means nothing if it's not clean, normalized, and structured for actual decision-making. 🔗 Unified wearable data is the missing link. ROOK harmonizes data from 300+ devices so fitness, healthcare, and insurance companies can finally make sense of it all in one place. 💤 Sleep and stress data are the highest-value metrics in health right now — and smart brands are already using them to drive engagement, behavior change, and upsells. 🏋️ The real retention problem is habit formation. AI and data can help fitness clubs understand their members better, but the deeper challenge is turning inconsistent behavior into lasting habits. 🩺 The fitness-to-healthcare bridge is being built right now. Wearable data is increasingly showing up in real-world evidence trials, remote patient monitoring, and chronic disease management programs. 🩸 CGMs, glucose, and blood pressure are the next frontier. Non-invasive continuous glucose monitoring is coming, and it could change how the entire industry approaches metabolic health. 🤖 AI is impartial — and that might be exactly what healthcare needs. The healthcare system is fragmented by competing interests; AI could cut through the noise to support better, unbiased clinical decisions. 🧠 AI psychologists and agents are already here. Tools like Grok are offering therapeutic-style conversations — raising big questions about who (or what) will win the mental health tech space. 🌐 The "dead internet" theory is closer than you think. When AI is creating content for AI to consume, human connection online starts to erode — and the fitness industry isn't immune. 🥋 Soft skills are the new superpower. As AI handles more technical execution, the ability to communicate, lead, and think creatively becomes your biggest competitive edge. OUR SPONSORS: 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int
- 3 weeks ago52 min
Anna Emanuel MD - Medicine 4.0: Next Health's Dr. Anna Emanuel on the Future of Preventative Care
In this episode of Future of Fitness, host Eric Malzone sits down with Dr. Anna Emmanuel—a double board-certified physician in family and integrative medicine—to unpack the evolution of modern healthcare, from reactive "sick care" to proactive, data-driven longevity medicine. Dr. Emmanuel introduces the Next Health framework of Medicine 4.0, a model that blends lifestyle, prevention, functional medicine, and advanced therapies like peptides, GLP-1s, and stem cells. She reveals why 80% of health outcomes are within our control, how to use GLP-1s responsibly without muscle loss, and why gut health and grip strength are underrated longevity markers. If you're ready to stop DIY-ing your health with TikTok and ChatGPT and start becoming the CEO of your own biology, this conversation is your playbook. Key Takeaways 🧬 Medicine 4.0 explained – It's not just prevention (3.0). It adds functional medicine + advanced longevity tools like peptides, exosomes, and ozone therapy. 🧠 You are the CEO of your health – Genetics only account for 15–25% of outcomes; daily choices drive the rest. 💉 GLP-1s done right – Microdosing and slow titration prevent muscle loss, fatigue, and nutrient deficiencies. Sustainable weight loss = 1–2 lbs/week. 🔬 Peptides are powerful but risky – BPC-157, Tesamorelin, and growth hormone analogs work wonders—but only if sourced safely and used individually. 🦠 Gut health is immune health – 70% of your immune system lives in the gut. Microbiome testing + AI are game-changers for bloating, fatigue, and nutrient absorption. 💪 Grip strength = longevity signal – It's not just about big muscles. Grip strength correlates with fall prevention, upper body function, and overall vitality. 🧘 Fitness balance matters – Don't ditch cardio for just weights. VO2 max, mobility, and strength all predict long-term health. 📈 Healthspan is the new lifespan – Dr. Emmanuel predicts today's 20-somethings could live robustly past 100, with 70s and 80s looking radically different. OUR SPONSORS: 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int
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About Future of Fitness
We are putting a shoulder into the fitness industry and pushing it forward into the modern digital age. Eric Malzone, a 14-year industry veteran, entrepreneur, advisor, and coach, interviews the brightest movers and shakers in the fitness and health industries. Interviewing some of the industry's top executives, entrepreneurs, investors, and thought leaders, topics will vary covering cutting edge technology, entrepreneurship, hot industry trends, and so much more. If you're in or around the industry, this is how you keep your edge sharp.
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