LIFTS Episode 115 - From Gyms to Health Hubs: The Next Era of Fitness | PerformX Special (Part 1 of 3) | with Jaclyn Hughes, Tim Gray & Rez Barad

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 one of the most important shifts happening in the fitness industry today: the evolution of the gym into a health hub. Joined by Jaclyn Hughes (Ultimate Training Solutions), Tim Gray (Health Optimisation Summit & The Biohacker), and Rez Barad (House of Fitness), the panel examines how fitness, longevity, biohacking, and preventative healthcare are beginning to converge. As consumers return to gyms with wearables, health data, and a greater awareness of their own health, operators are being challenged to rethink the role of the fitness facility. Members are no longer just looking for workouts — they're looking for guidance on sleep, recovery, longevity, and overall health outcomes. The discussion explores how operators can integrate health-focused services while still delivering the fundamentals that matter most: strength training, movement, recovery, and education. The panel also dives into the growing knowledge gap between consumers and coaches, the rise of longevity-focused training, and how gyms could play a much larger role in the preventative health ecosystem. From wearable data and biohacking trends to new membership models and health services, this conversation explores what the next generation of fitness facilities might look like — and what operators should prioritise as the industry evolves. This episode is Part 1 of a three-part series recorded live at PerformX, exploring the ideas shaping the future of fitness. In this episode, we cover: • Why gyms are evolving into health hubs • The rise of longevity, biohacking, and preventative health • The growing knowledge gap between consumers and coaches • Why strength training, sleep, and recovery remain foundational • How wearable data is reshaping consumer expectations • The opportunity for gyms to play a role in preventative healthcare • Why operators may need to shift from tracking visits to tracking outcomes 👉 To learn more about Jaclyn Hughes, click here: https://www.linkedin.com/in/jaclynhughes/ 👉 To learn more about Tim Gray and Health Optimisation Summit, click here: https://www.healthoptimisation.com/ 👉 To learn more about Rez Barad and House of Fitness, click here: https://www.houseoffitness.co.uk/ 👉 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 [email protected] 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 0:00 Welcome to LIFTS Live at PerformX 1:40 The Gym as a Health Hub: Why the Industry Is Changing 6:30 Longevity, Biohacking & the Future of Fitness 10:15 Premium vs Accessible Health Services in Gyms 15:00 Biohacking Trends and the Evidence Debate 19:45 The Knowledge Gap Between Consumers and Coaches 23:00 The Foundations: Strength, Sleep & Recovery 30:00 The Opportunity for Gym Operators 33:30 The Future of Gym Pricing & Membership Models 40:15 Final Takeaways: Education, Health & the Next Era of Fitness

Welcome to the latest episode of L.I.F.T.S, your bite-sized dose of the Latest Industry Fitness Trends and Stories. Recorded live at Connected Health & Fitness Summit 2026, Matthew Januszek and Mohammed Iqbal sit down with three industry leaders to unpack the convergence of fitness, technology, wellness, and human intelligence. Guests include: David Van Daff (NASM): A 30-year fitness industry veteran representing the National Academy of Sports Medicine, discussing certification evolution, AI in training, and the expanding expectations placed on personal trainers. Jeff Yasuda (Feed Media Group): Co-founder of Feed FM, sharing insights on music, AI vs HI, ecosystem trends, and how human curation still powers engagement. Julian Barnes (BFS): Co-founder of BFS and co-chair of Connected Health & Fitness 2026, offering data-driven insights on studio growth, mindset, and the role of people in an increasingly automated world. Key Topics include: How personal training evolved pre and post pandemic. Why AI will not replace trainers, but trainers using AI may dominate. The rise of ecosystem thinking in connected fitness. AI vs HI: why human intelligence still matters. The mindset separating scalable studio operators from everyone else. Why tech must serve frontline staff, not overwhelm them. The demographic challenge facing gyms and studios. How coaches and trainers remain the most powerful influencers in fitness. 👉 To learn more about the Connected Health & Fitness Summit, click here: https://connectedhealthandfitness.com/events/connected-health-fitness-summit-2026 👉 To learn more about our sponsor, EGYM, click here: https://bit.ly/3JzsosR Don't miss a LIFTS update! Subscribe to our free Newsletter today: https://www.liftspodcast.com/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/   00:00 – Intro & Personal Training Evolution 05:00 – AI and the Future of Trainers 11:30 – Career Pathways in Fitness 19:41 – Jeff Yasuda on Music & Ecosystems 25:55 – AI vs HI Debate 36:52 – Julian Barnes on Growth & Mindset 45:38 – Do Not Forget the People 53:43 – Technology, Labor & The Future  

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 live episode from the Connected Health & Fitness Summit 2026 in Los Angeles, Matthew Januszek and Mohammed Iqbal sit down with four leaders shaping the future of performance, longevity, franchising, and workforce training. Guests include: Douglas Gremmen (HYROX): On building one of the fastest growing competitive fitness brands in the world and why purpose-driven training is the ultimate disruptor. Dean Kelly (Extension Health): On physician-led longevity, advanced diagnostics, and the shift from conversation to clinical outcomes. Julie Cartwright (PVOLVE): On scaling an omni-channel fitness brand and the emotional responsibility of franchising. This episode explores the balance between AI and human intelligence, the rise of team-based competition, the evolution of longevity medicine, and how modern training systems are transforming frontline industries. Key Topics Include: How HYROX built a global competitive ecosystem without competing with gyms. Why doubles competition is redefining community in fitness. The difference between influencer-driven biohacking and physician-led longevity care. The realities of scaling a franchise brand in today's market. How AI-powered training systems are improving workforce performance. The importance of human connection in an AI-native world. 👉 To learn more about the Connected Health & Fitness Summit, click here: https://connectedhealthandfitness.com/events/connected-health-fitness-summit-2026 👉 To learn more about our sponsor, EGYM, click here: https://bit.ly/3JzsosR Don't miss a LIFTS update! Subscribe to our free Newsletter today: https://www.liftspodcast.com/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/   0:00 Live from Connected Health & Fitness Summit 2026 1:33 Douglas Gremmen on HYROX Growth 3:46 Disrupting Fitness with Purpose-Driven Competition 8:46 The Rise of Doubles and Team Culture 17:46 Dean Kelly on Longevity and Clinical Outcomes 21:29 Making Longevity Accessible 29:21 Julie Cartwright on Building PVOLVE 36:56 The Realities of Franchising 46:00 Rachael Nemeth on Training the Frontline Workforce 53:12 AI, Learning Retention, and Business Outcomes

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 are joined by Troy Taylor from Tonal to explore one of the most important shifts happening in fitness today: strength as the foundation of longevity. Drawing on connected strength data from thousands of members, this conversation examines a surprising insight — in many cases, 60-year-olds are matching or outperforming 30-year-olds in relative strength gains. The difference isn't age. It's consistency, progressive overload, and measurable outcomes. As the industry shifts from aesthetics and performance toward healthspan and preventative health, the discussion explores what truly matters as we age. From muscle mass and maximal strength to power and velocity, Troy explains why lower-body power may be one of the most important predictors of long-term resilience, fall prevention, and independence. The episode also explores minimal effective dose training, advanced tools like eccentric overload, and the growing role of connected strength technology. For operators, this conversation challenges traditional KPIs such as check-ins and time-in-gym, making the case for tracking strength progression and real outcomes instead. This episode moves beyond trends to examine what fitness operators, brands, and leaders should prioritise if the goal is not just participation — but measurable progress and long-term health impact. In this episode, we cover: • Why older members often outperform younger ones in relative strength gains • The real driver of progress: consistency and progressive overload • Why strength is becoming foundational for longevity • Muscle vs strength vs power — and why power matters most as we age • Minimal effective dose training and why 20–35 minutes works • Why lower-body power is critical for healthspan and fall prevention • Why operators must shift from tracking visits to tracking outcomes 👉 To learn more about Troy Taylor, click here: https://www.linkedin.com/in/troy-taylor-4577bb38/ 👉 To learn more about Tonal, click here: https://www.tonal.com/ 👉 To download the Tonal State of Strength Report, click here: https://tonal-state-of-strength.myshopify.com/ 👉 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 [email protected] 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 0:00 Why 60-Year-Olds Are Outperforming 30-Year-Olds 6:45 What Tonal's Data Reveals About Consistency 17:42 Minimal Effective Dose: Why Short Workouts Work 20:59 Muscle vs Strength vs Power (What Matters Most) 30:09 What This Means for Operators 41:39 Final Takeaways: Lower-Body Power & Longevity

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 are joined by Sean Turner, CEO of Les Mills US, to explore one of the most persistent and misunderstood challenges in fitness today: member retention. Drawing on decades of experience as both a club operator and global brand leader, this conversation examines why retention is not a content problem, but a human one. Sean shares how confidence, belonging, and experience design play a far greater role in long-term engagement than endless workout libraries or digital platforms. As the industry continues to invest heavily in content, technology, and on-demand solutions, the discussion focuses on why fitness cannot be built like a streaming service and what actually drives consistency and behavior change. From group training and coaching quality to structured systems that scale, this episode highlights what operators often misunderstand about motivation and why members quietly disengage. This episode moves beyond tactics and trends to highlight what fitness operators, brands, and leaders should prioritise if the goal is not just acquisition but long-term retention and meaningful participation. In this episode, we cover: • Why retention is driven by confidence and belonging, not content volume • The "confidence gap" that prevents people from fully engaging in fitness • Why fitness isn't Netflix and why that analogy matters • How group training and coaching create long-term adherence • What operators misunderstand about motivation and disengagement • Lessons from Les Mills on building systems that drive retention at scale 👉 To learn more about Sean Turner, click here: https://www.linkedin.com/in/seandturner/ 👉 To learn more about Les Mills, click here: https://www.lesmills.com/ See comments for how to access the Global Fitness Report - add link - To download a copy of the Les Mills Global Fitness Report 2026 click here: https://www.lesmills.com/clubs-and-facilities/research-insights/fitness-trends/2026-global-fitness-report-strength-and-wellness-to-drive-next-wave-of-member-growth/ 👉 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 [email protected] 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 0:00 Retention, attrition, and why the problem hasn't changed 3:30 Why fitness isn't Netflix (and why content fails) 7:30 Systems, operators, and the Les Mills perspective 11:30 Sponsor: EGYM 13:00 Confidence, intimidation, and why people disengage 22:00 Group training, belonging, and behavior change 34:00 What operators misunderstand about retention 48:30 Final lessons on experience, systems, and retention at scale

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 are joined by industry veteran, longevity advocate, and former Life Time executive Jeff Zweifel to explore one of the most overlooked and urgent topics in fitness today: men's health and aging. Drawing on decades of leadership experience in the fitness industry, as well as firsthand exposure to emerging longevity and performance technologies, this conversation examines what actually drives long-term health outcomes and where the industry often gets distracted by hype. As biohacking, recovery zones, and medical-adjacent services continue to grow, the discussion focuses on why strength training, cardiovascular fitness, and sleep remain the most powerful predictors of healthspan, resilience, and quality of life, particularly for men over 40. This episode moves beyond trends and optimisation to highlight what fitness operators, brands, and individuals should prioritise if the goal is not just living longer but living better. In this episode, we cover: • Why strength and cardiorespiratory fitness are the true foundations of longevity • The critical role of sleep in hormone health, recovery, and all-cause mortality • How men's health has been historically under-served by the fitness industry • The risks and realities of peptides, recovery tools, and biohacking • Whether recovery zones drive real outcomes or simply attract members • How fitness operators can shift from amenities to measurable results • What it really means to age well, stay strong, and remain active long term 👉 To learn more about Jeff Zweifel,  click here: https://www.linkedin.com/in/jeffzwiefel/ 👉 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 [email protected] for advertising opportunities. Subscribe to our YouTube channel and turn on your 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 Introduction 02:30 Why men's health and longevity deserve more attention 08:10 Strength, cardio, and the foundations of aging well 14:45 Sponsor: EGYM 16:45 Sleep, hormones, and recovery 24:50 Fitness vs biohacking: fundamentals before optimisation 33:20 Recovery zones, HVLP gyms, and real outcomes 41:30 Premium fitness, longevity clinics, and integrated care 50:10 Peptides, GLP-1s, and the future of men's health 57:30 Final takeaways for men and fitness operators

Welcome to the latest episode of L.I.F.T.S, your bite-sized dose of the Latest Industry Fitness Trends and Stories. Recorded live at the Los Angeles Pilates Journal Expo 2026, Matthew Januszek and Mohammed Iqbal sit down with leading voices shaping the future of Pilates. Guests include: Pilates experts Sean Bergara and Tracey Mallett, along with Reform RX founders Neal and Yvette McGaffin. In this episode, we explore: • How Pilates is evolving to meet modern strength and athletic demands. • Why men are increasingly embracing Pilates for longevity and performance. • The rise of fusion fitness and technology-driven reformers. • What it takes to innovate in a traditionally classical industry. • Lessons from decades of leadership, entrepreneurship, and reinvention. 👉 To learn more about The Pilates Journal, click here: https://pilatesjournal.com/ 👉 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 [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/ 00:00 Intro & Sean Bergara on aging, strength & movement 04:20 Why Pilates works for men 12:05 Inclusivity, language & industry barriers 17:50 Sean Bergara's journey & philosophy 22:45 Tracey Mallett on fusion fitness & early Pilates media 30:15 Pilates becoming mainstream & inclusive 34:05 Entrepreneurship, setbacks & resilience 38:30 Neal & Yvette McGaffin on Reform RX origins 42:50 Reimagining the reformer with technology 46:20 Safety, design & the future of Pilates 50:20 Closing thoughts

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 are joined by industry strategist and returning guest Debra Strougo, Founder of Row House and CEO of Fitizens to explore how the wellness consumer is everywhere and what that means for the future of fitness. Drawing on insights from CES in Las Vegas, global industry conversations, and real-world operator experience, this episode discusses AI, Pilates, and large-scale operators like 24 Hour Fitness. As wellness becomes a primary driver of consumer behaviour, the discussion looks at how: AI is evolving from analysis to intervention Pilates continues to grow as a cornerstone of wellness and longevity Mark Mastrov's return to 24 Hour Fitness reflects broader shifts around scale, access, and relevance in the market This conversation moves beyond hype and trends to focus on what fitness operators, brands, and leaders should actually be paying attention to as the industry continues to evolve. In this episode, we cover: The rise of the wellness consumer across fitness, health, and lifestyle How AI is shifting from tracking and data to real-world intervention Why Pilates aligns so closely with longevity, wellness, and behaviour change What 24 Hour Fitness' next chapter tells us about big-box fitness Key takeaways from CES and recent industry events Why fundamentals still matter more than ever in a changing market 👉To learn more about Debra Strougo, click here: https://www.linkedin.com/in/debrastrougo/ 👉 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 [email protected] for advertising opportunities. Subscribe to our YouTube channel and turn on your 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 Introduction 02:15 The wellness consumer is everywhere 08:30 AI moves from analysis to intervention 19:40 Pilates, longevity, and wellness-driven demand 31:10 CES insights and industry context 43:00 24 Hour Fitness and the role of scale 56:30 What matters most moving forward

Welcome to the latest episode of L.I.F.T.S, your bite-sized dose of the Latest Industry Fitness Trends and Stories. Recorded live at the Los Angeles Pilates Journal Expo 2026, hosts Matthew Januszek and Mohammed Iqbal sit down with four of the most influential voices shaping the future of Pilates and boutique fitness. In this special multi-guest, in-person episode, we explore how Pilates is evolving, from inclusivity and accessibility to safety, innovation, equipment, and long-term industry growth. With Pilates experiencing a global boom, these leaders unpack what's working, what's broken, and where the method is truly headed next. Featured Guests: Khetanya Henderson | Founder of KKRU Pilates Studio & Wellness, discussing inclusivity, accessibility, and trauma-informed teaching. Maria Leone | Owner of Bodyline Pilates, master instructor, and expert witness on Pilates safety and equipment use. Andrea Speir | Celebrity Pilates trainer and founder of Speir Pilates, on contemporary Pilates, strength training, and market saturation. Cie'Jai Zarb | Founder & Editor-in-Chief of The Pilates Journal, sharing insights on industry growth, community building, and the future of Pilates education. Together, they break down the real conversations happening inside the Pilates industry: far beyond Instagram trends and explain why Pilates remains one of the most powerful modalities for longevity, performance, and mindful movement. In this episode, we cover: What inclusivity in Pilates really means (beyond buzzwords) Classical vs contemporary Pilates: what's the difference? Why safety, education, and equipment knowledge matter more than ever The impact of influencers, algorithms, and social media on fitness programming Pilates, strength training, aging, and long-term performance Market saturation, studio retention, and what comes next for boutique fitness How Pilates continues to evolve while honoring its foundations 👉 To learn more about The Pilates Journal, click here: https://pilatesjournal.com/ 👉 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 [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/ 00:00 Opening & Pilates Journal Expo Introduction 01:00 Khetanya Henderson on Inclusivity in Pilates 06:30 Why Pilates Matters for Men & Longevity 15:00 Maria Leone's Journey & Pilates Evolution 21:00 Contrology, Safety & Industry Responsibility 33:30 Technology, Equipment & Digital Pilates 41:00 Andrea Speir on Contemporary Pilates 47:30 Market Saturation & Studio Survival 59:00 Cie'Jai Zarb on the Future of Pilates 1:10:00 Where Pilates Is Headed Next

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 episode, hosts Matthew Januszek and Mohammed Iqbal sit down with David Sherman-Presser to unpack why the fitness industry is rapidly becoming a media business, and what that means for gym owners, operators, and brands trying to stay relevant in a creator-driven economy. They explore how attention, trust, and audience ownership are now just as important as equipment and square footage, why gyms are increasingly competing with creators rather than other gyms, and how platforms like YouTube are reshaping how fitness businesses are discovered, validated, and scaled. From validating gym concepts online before investing millions, to understanding how long-form content builds trust at scale, this conversation breaks down what it really takes to build a modern fitness brand in 2026 and beyond. In this episode, you'll learn: Why gyms are becoming media companies. How creators are changing the competitive landscape for fitness businesses. Why YouTube is a critical platform for trust and discovery. How gym owners can validate concepts digitally before scaling. The role of long-form content in building audience and authority. 👉 To learn more about Structure Creation, click here: https://structurecreation.com/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/   0:00 Welcome to LIFTS 1:10 Why Fitness Is Becoming a Media Business 3:09 Trust, Attention, and Audience Data 5:17 Why YouTube Dominates Fitness Content 10:16 YouTube vs TikTok Explained 14:17 Gyms vs Creators 19:20 Complementing Physical Gyms With Digital Media 25:00 Validating Fitness Concepts Online 31:09 YouTube Strategies by Gym Size 37:18 Building Repeatable Content Formats 44:34 Key YouTube Takeaways 53:59 Final Thoughts