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 [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 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 1:20 The Real Problem Behind Gym Growth 5:30 Why Frequency Matters More Than Members 10:15 Founder Energy vs Scalable Systems 15:00 The SCREAM Framework Explained 20:30 The Disappearing Middle of Fitness 26:00 Performance, Data & Changing Consumer Behaviour 31:30 Fixing the Funnel: Book, Show, Close 36:00 Retention vs Acquisition 40:30 Final Takeaways

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 [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. 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

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 [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  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

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 [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 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

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 [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    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

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 [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    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

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 significant and rapidly evolving topics in health and fitness today: the rise of GLP-1 medications and what they mean for the fitness industry. Joined by Dr Hussain Al-Zubaidi, GP, personal trainer, health coach, and one of the UK's leading educators on obesity management and lifestyle medicine, the conversation explores how these medications are reshaping the health landscape. As GLP-1 treatments become more widely used across the US and UK, gyms are beginning to see a new type of members entering their facilities, individuals who may be starting their health journey for the first time and looking for guidance on building sustainable habits. The discussion explores how GLP-1 medications work, the challenges around muscle loss during rapid weight reduction, and why strength training, nutrition, and lifestyle change are critical for long-term health outcomes. The panel also examines how healthcare systems such as the NHS are approaching GLP-1 treatments, the risks of relying on medication alone, and why fitness operators may become one of the most important environments for supporting members during and after treatment. From body composition tracking and behaviour change to collaboration between healthcare and fitness professionals, this conversation explores the growing role gyms could play in supporting sustainable health outcomes. This episode is Part 2 of a three-part series recorded live at PerformX, exploring the ideas shaping the future of fitness. In this episode, we cover: Why GLP-1 medications are transforming the weight-loss landscape The difference between weight loss and health gain  Why muscle preservation matters during GLP-1 treatment How exercise can reduce the risk of rapid weight regain What gym operators can do to better support members using GLP-1s Why body composition matters more than the number on the scale The opportunity for collaboration between healthcare and fitness professionals 👉 To learn more about Dr Hussain Al-Zubaidi, click here: https://www.linkedin.com/in/hussain-al-zubaidi-402b141a7/  👉 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 0:46 Why GLP-1s Have Exploded in the US 3:05 The UK Obesity Challenge & GLP-1 Access 6:07 Why Exercise Matters During GLP-1 Treatment 8:45 Muscle Loss and the Opportunity for Gyms 11:01 Why the NHS Is Cautious About GLP-1 18:17 What Gym Operators Should Actually Do 33:38 Micro-dosing, Misuse & Industry Risks 42:04 The Pillars of Lifestyle Medicine

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