Chris Craytor - AI Strategy and 'Affordable Luxury' Success in Mid-Market Clubs

In this episode, Eric Malzone sits down with Chris Craytor to unpack the evolving landscape of the fitness industry, highlighting the growing integration between fitness and healthcare, the rise of affordable luxury in fitness experiences, and the vital role of community engagement in member retention. They explore how diverse offerings can address different market needs, how AI can streamline operations, and why preventative health programs are becoming a major focus. Chris also shares insights from his work with ACAC and Weld Health, emphasizing the importance of innovation, strategic partnerships, and collaboration with healthcare providers. The conversation sheds light on the challenges of competition—not only from other gyms but also from home fitness solutions—and the ongoing struggle with capital management faced by independent operators, offering a comprehensive view of where the future of fitness is headed.   LINKS: https://www.sportalliance.com/en/perfect-gym/  https://www.withflex.com/  https://egym.com/int 

In this episode, Eric Malzone sits down with Gray Cook, a pioneer in movement screening and founder of Functional Movement Systems (FMS), to explore the evolution of coaching and the critical role of movement health in overall wellness. Gray shares valuable insights from his decades of experience, discussing how understanding stress, recovery, and functional movement can transform both personal health and coaching effectiveness. He emphasizes the importance of proactive wellness, engaging youth in movement education, and fostering radical transparency in coaching. This conversation challenges fitness professionals to look beyond methods and focus on functional outcomes—encouraging a deeper, more educational approach to health and performance. Key Takeaways: Movement health is foundational to overall wellness. Screening for movement can reveal hidden risk factors that may lead to injury. The fitness industry must involve youth in early movement education. Understanding stress and recovery is essential for effective coaching. Radical transparency builds stronger, more trusting client relationships. True wellness is defined by the absence of risk factors. Proper assessment and training can improve movement patterns over time. Coaches should prioritize functional outcomes over rigid methodologies. Health conversations must become more proactive and educational. Ongoing education is key for fitness professionals aiming to elevate their practice. https://www.podcastcollective.io/ https://www.sportalliance.com/en/perfect-gym/ https://www.withflex.com/ 

In this conversation, Eric Malzone and Tony Scrimale dive into the evolving fitness landscape, focusing on the rise of high value, low price (HVLP) gyms, the role of private equity, and the critical importance of operational excellence. Tony draws from his 28 years of industry experience to share insights into the growth of CR Fitness and its unique approach to personal training and member integration. They also discuss challenges and opportunities for independent operators, highlighting the importance of collaboration to better serve the deconditioned population. The discussion sheds light on the future of fitness, underscoring the need to adapt to market trends while maintaining a strong sense of community. Key Takeaways Tony Scrimale has 28 years of experience in the fitness industry. CR Fitness emphasizes personal training and seamless member integration. The HVLP model is shifting toward larger gym spaces with added amenities. Private equity is driving significant growth in fitness brands. Consolidation among major brands is an increasing trend in the industry. Independent operators should carefully evaluate acquisition offers from larger brands. Operational excellence is a cornerstone of CR Fitness’s success. Trainers at CR Fitness are empowered to build strong client relationships. The future of fitness will focus heavily on serving the deconditioned population. Industry collaboration is crucial for sustainable, long-term succes https://www.sportalliance.com/en/perfect-gym/  https://www.withflex.com/  

In this episode, Eric Malzone sits down with Reka Gobis to explore the future of fitness and what’s ahead for the 2026 Kisako Research event. Reka shares her background and the mission behind Kisako, highlighting the vital role of research in shaping event content and ensuring it stays relevant. Reflecting on the 2025 gathering, she points to key themes such as corporate wellness and the growing impact of GLP-1, before shifting the focus to what’s next. The 2026 event will bridge fitness, healthcare, and technology with two stages of simultaneous sessions, an expanded audience that now includes healthcare professionals, and unique experiential opportunities like a pop-up gym and wellness zone. Networking takes center stage alongside a strong lineup of VIP speakers, creating a one-of-a-kind environment for collaboration and learning. With tickets free for operators at the VP level and above until November 7th, this event promises to set the tone for the future of the fitness and healthcare ecosystem. https://www.sportalliance.com/en/perfect-gym/  https://www.withflex.com/ 

In this episode, Dr. Amy B. Killen dives into the world of hormone optimization and longevity medicine, with a special focus on women’s health. She shares her inspiring journey from working in the ER to founding a longevity clinic, while addressing the stigma around hormone replacement therapy and why it’s crucial for women to understand hormonal changes during perimenopause and menopause. The conversation explores lifestyle adjustments, nutrition, exercise, and the role of sleep in health optimization. Dr. Killen also touches on the exciting future of AI in personalized health care and the growing potential of stem cell therapy in sexual health. Key Takeaways 🌿 Dr. Amy Killen transitioned from ER medicine to longevity medicine 📈 Public awareness of hormone therapies for women has increased recently 👩‍🦳 Perimenopause typically begins in a woman’s 40s, leading to various symptoms 📉 The Women’s Health Initiative study in 2002 caused a stigma around hormone therapy ⏳ Women should seek help for hormonal changes around age 35 💪 Overtraining and restrictive diets are common missteps for women 🏋️‍♀️ Weight training is more beneficial than excessive aerobic exercise for women 🥗 Nutritional focus should be on protein and fiber intake 😴 Sleep is a critical foundation for health, especially during hormonal changes 💊 Hormone optimization therapy (HOT) can be affordable and accessible   https://www.sportalliance.com/en/perfect-gym/  https://www.withflex.com/ 

In this conversation, Eric Malzone sits down with Simon Sollberger and Rich Bayly to explore the future of fitness and wellness. Together, they dive into the integration of technology, AI, and personalized experiences that are reshaping health engagement. From the shift toward smart fitness and consumer-grade experiences to innovative applications in the military, the discussion highlights the transformative potential of AI and augmented reality in creating more engaging and effective health programs. They also stress the importance of partnerships, holistic wellness approaches, and proving ROI to ensure long-term impact in health initiatives. ✨ Key Takeaways Exercise is medicine and should be accessible to all. The shift from dumb fitness to smart fitness is crucial. Consumer-grade experiences are essential for engagement. Understanding user behavior and preferences drives engagement. Planting the seed of motivation is key to behavior change. Holistic health programming supports overall wellness. AI acts as connective tissue across fitness applications. Behavior as currency can incentivize healthy habits. Partnerships are vital for comprehensive wellness offerings. Demonstrating ROI is essential for the sustainability of health programs.   https://www.sportalliance.com/en/perfect-gym/  https://www.withflex.com/  

In this engaging conversation, Sebastien Lagree shares his journey from a young bodybuilding enthusiast to the founder of Lagree Fitness, a revolutionary method that combines elements of Pilates with high-intensity training. He discusses the evolution of his fitness equipment, the unique licensing model that has propelled his business, and the diverse community that has embraced his method. Sebastien emphasizes the importance of innovation, the challenges of global expansion, and his vision for the future of fitness technology. Here are some key takeaways from the conversation: 🏋️ Sebastien's journey into fitness began with bodybuilding at a young age. 💡 He emphasizes the importance of innovation in fitness equipment. 📈 The Lagree method has evolved significantly over the years. 🤝 Licensing offers a flexible business model compared to franchising. 🌍 Sebastien aims to make fitness accessible to everyone. 🤸 The Lagree community has expanded to include diverse demographics. 🤖 He is focused on integrating technology into fitness equipment. 🔧 Sebastien seeks to create customized machines for clients. 🚀 The fitness industry is evolving rapidly, with a growing global presence. ❤️ Sebastien's passion for fitness drives his continuous innovation.   https://www.sportalliance.com/en/perfect-gym/ https://egym.com/int  

In this episode, Eric Malzone sits down with Brian Von Ancken to unpack the evolution of the wellness industry, the challenges founders face, and the transformative power of community. Brian shares lessons from building the Wellness Growth Mastermind—a collective of 200+ founders from leading and emerging brands—highlighting the importance of trust, authenticity, and a value-first approach. Together, they explore industry trends, the role of memorable customer experiences, and how wellness is shaping its future alongside healthcare. 🔑 Takeaways 🌿 The wellness industry is rapidly evolving beyond traditional healthcare. 🤝 Building community thrives on trust and a give-first mentality. ✨ Memorable customer experiences are essential for long-term success. 📚 Education and networking are powerful tools in mastermind groups. 📉 Founders face challenges like shifting consumer behavior and income constraints. 💪 Dedication and hard work are non-negotiable in the wellness space. 💡 A value-first mindset fosters sustainable relationships and growth. 🏥 The future of wellness may increasingly integrate with healthcare systems. 🌎 Community support accelerates both individual and collective progress. 🚀 Consumer interest signals a hopeful turning point for the wellness industry.

In this conversation, Eric Malzone and Jon Ward explore the rapidly evolving fitness industry, highlighting the growing integration of mental and physical health, the value of genuine connections, and the ongoing challenges of leadership and knowledge-sharing. Jon also introduces his initiative, The Assembly, a platform designed to foster collaboration among industry leaders and innovators through a unique networking experience centered on holistic health and wellness. Key Takeaways The fitness industry is experiencing significant maturation and consolidation. Mental health is now recognized as an essential component of overall wellness. Networking should prioritize authentic connections over purely transactional interactions. The Assembly provides a distinctive platform for industry leaders to collaborate. Wellness influencers often face challenges in balancing integrity with monetization. There is a growing demand for more thought leadership in the fitness sector. Consumer behavior in fitness has shifted dramatically in recent years. Building supportive communities is critical for fostering brand loyalty. Innovative solutions are required to meet the evolving needs of consumers. The Assembly aims to break down silos within the health and wellness ecosystem.

In this conversation, Eric Malzone interviews Bill Davis, CEO of ABC Fitness, discussing the transformative role of artificial intelligence (AI) in the fitness industry. They explore how ABC Fitness is leveraging AI for operational efficiency, customer engagement, and product development. Bill shares insights on the importance of critical thinking in applying AI, the establishment of AI champions within the organization, and the future of roles in the industry as AI continues to evolve. The discussion highlights the balance between leveraging AI for operational efficiency and enhancing customer experiences, as well as the potential convergence of fitness and health data. 🤖 AI is not just a tool—it’s a transformative force 🧠 Critical thinking is essential for effective AI use 📈 Building AI capabilities at scale is key 👥 AI champions drive successful implementation ⚡ The pace of AI innovation demands adaptation 💬 Operators can leverage AI for stronger customer engagement 🧑‍💻 Entry-level roles may be vulnerable to AI ⚙️ AI boosts operational efficiency in fitness businesses 🔗 Fitness + health data convergence is a future possibility 📊 Personal AI use enhances productivity & decision-making https://egym.com/int