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

Welcome to a special edition of LIFTS x Athletech, where we explore the future of fitness, wellness and human performance. Recorded LIVE at Athletech in New York, hosts Matthew Januszek and Mohammed Iqbal are joined by five industry leaders to discuss how the world's leading fitness brands are adapting to one of the fastest periods of change the industry has ever experienced. As consumer expectations evolve and AI, education, technology, partnerships and community continue to reshape the market, today's operators are rethinking everything from group fitness and member engagement to talent development and business strategy. Joining the discussion are Joella Hopkins, Executive Vice President, Group Fitness at EōS Fitness; Lauren Maffei, Senior Director of Business Development & Partnerships at Purpose Brands; Warren Heffelfinger, CEO of ISSA; Pete Moore, Advisor to the Health, Active Lifestyle and Outdoor (HALO) sector; and Natalia Karbasova, Founder of FitTech Club. Joella explains how EōS has reinvented group fitness by bringing boutique-style experiences into the HVLP model, why live instructors remain essential, and how innovative programming is attracting younger generations. Lauren discusses how strategic partnerships are helping brands extend beyond the gym, strengthen member loyalty and create new revenue opportunities. Warren shares why the industry's biggest challenge isn't a shortage of trainers but developing better ones, why soft skills matter more than ever, and how AI is transforming education rather than replacing coaches. Pete introduces the HALO sector, explains why fitness should think bigger than traditional gyms, and shares his vision for creating stronger partnerships across the entire health and wellness economy. Natalia explores the global FitTech ecosystem, startup innovation, investment trends and the technologies shaping the future of health and fitness. Together, they explore how the industry's leading brands are responding to rapid change and what operators can do to build more resilient, innovative and future-ready businesses. In this episode, we cover: How the best fitness brands are adapting to industry change The evolution of group fitness and boutique experiences Strategic partnerships that drive growth AI, education and the future of coaching Why soft skills remain fitness's greatest competitive advantage The rise of the HALO sector and cross-industry collaboration Emerging FitTech trends and investment opportunities Practical leadership lessons for fitness operators 👉 Connect with Joella Hopkins https://www.linkedin.com/in/joellahopkins/ 👉 Connect with Lauren Maffei https://www.linkedin.com/in/lauren-maffei/ 👉 Connect with Warren Heffelfinger https://www.linkedin.com/in/warren-heffelfinger-925a851/ 👉 Connect with Pete Moore https://www.linkedin.com/in/peteymo/ 👉 Connect with Natalia Karbasova https://www.linkedin.com/in/karbasova/ 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 by subscribing here:  https://www.liftspodcast.com/newsletter Join the conversation at LIFTS: https://www.linkedin.com/company/liftspod or https://www.instagram.com/lifts.podcast/ Timestamps 0:00 Why Fitness Brands Must Adapt 1:04 Welcome to LIFTS x Athletech 1:35 How EōS Is Reinventing Group Fitness 7:16 Winning the Next Generation of Members 15:56 Building Partnerships Beyond the Gym 31:27 Why Soft Skills Beat AI 39:51 The HALO Sector Explained 45:58 Why Cross-Industry Partnerships Matter 51:30 The Future of FitTech & Innovation 58:41 Final Takeaways for Fitness Leaders

Welcome to a special edition of LIFTS x Athletech, where we explore the future of fitness, wellness and human performance. Recorded live at Athletech in New York, hosts Matthew Januszek and Mohammed Iqbal are joined by five industry leaders to discuss the trends already transforming the fitness industry and what operators need to do to stay ahead. As fitness, healthcare, AI, wearable technology, recovery and longevity continue to converge, today's leaders are redefining what a fitness business looks like. This conversation explores how operators are embracing innovation, leveraging technology, building stronger communities and preparing their organisations for the future. Joining the discussion are Chris Griebe, Chief Operating Officer of VASA Fitness; Hussain Ahamed, Founder & CEO of Ultrahuman; Sean Hoess, Founder & CEO of Eudēmonia Summit; Eric Casaburi, Founder & CEO of Longevity Brands; and Brian Von Ancken, Founder of WGM. Chris shares how VASA Fitness is reinventing the High Value Low Price model through boutique studios, recovery, AI-powered movement analysis and premium member experiences. Hussain explains how wearable technology, continuous health monitoring and AI are enabling consumers to better understand and improve their health through personalised data. Sean reflects on the evolution of wellness from a niche movement into a global cultural shift, and why community, experience and human connection remain central to the future of fitness. Eric discusses why recovery, longevity and preventative healthcare represent one of the industry's greatest opportunities, and how fitness businesses are uniquely positioned to improve long-term health outcomes. Brian shares why authentic relationships, collaboration and community continue to be the industry's greatest competitive advantage in an increasingly digital world. Together, they explore one of the defining questions facing the industry today: what will the future of fitness look like, and how do we build businesses that are ready for it? For founders, operators, investors, executives and fitness professionals, this episode offers practical insights into the trends, technologies and leadership strategies shaping the next generation of health and fitness. In this episode, we cover: • The biggest trends reshaping the future of fitness • How AI is transforming coaching and member experiences • Wearable technology and personalised health • Why recovery is becoming fitness's next major growth category • The evolution of the modern gym • Community as the industry's greatest competitive advantage • Longevity, prevention and the future of healthcare 👉 Connect with Chris Griebe: https://www.linkedin.com/in/chrisgriebe/ 👉 Connect with Hussain Ahamed: https://www.linkedin.com/in/hussainahamed/ 👉 Connect with Sean Hoess: https://www.linkedin.com/in/seanhoess/ 👉 Connect with Eric Casaburi: https://www.linkedin.com/in/ericcasaburi/ 👉 Connect with Brian Von Ancken:  https://www.linkedin.com/in/brianvonancken/ 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 by subscribing here:  https://www.liftspodcast.com/newsletter Join the conversation at LIFTS: https://www.linkedin.com/company/liftspod https://www.instagram.com/lifts.podcast/ Timestamps 0:00 The Future of Fitness Starts Here 1:01 Reinventing the Modern Gym with VASA Fitness 14:10 Why Wellness Has Become Mainstream 22:21 The Business Opportunity in Wellness 32:11 From Fitness to Preventative Healthcare 39:30 Why Recovery Is Fitness's Next Growth Category 52:05 AI, Wearables & Personalised Health 1:00:05 How GLP-1s Are Reshaping Human Performance 1:11:58 Building Community in the Wellness Economy 1:24:50 The Biggest Takeaways from Athletech

Welcome to a special edition of LIFTS x Connected Health & Fitness, brought to you by Cascadia, where we explore the future of fitness, wellness, and human performance. Recorded live during an exclusive CEO Leadership Dinner at the Connected Health & Fitness Summit in New York, hosts Matthew Januszek and Mohammed Iqbal are joined by three industry leaders to discuss what it takes to lead through transformation in one of the world's fastest-evolving industries. As fitness, healthcare, AI, longevity, and consumer expectations continue to converge, today's leaders are navigating unprecedented opportunities and challenges. This conversation explores how CEOs are scaling global businesses, embracing emerging technologies, building resilient cultures, and preparing their organisations for the future. Joining the discussion are Philipp Roesch-Schlanderer, CEO & Co-Founder of EGYM and Co-Chairman & Co-Founder of Playlist; Brandon Dawson, Chairman & CEO of 10X Health System; and Frank Britt, CEO of Aescape. Philipp shares the story behind the EGYM and Wellpass merger, explains how AI is transforming every function within the organisation, and why the fitness industry has an opportunity to shift healthcare from treatment to prevention. Brandon discusses the future of human optimisation, personalised healthcare, and AI, while sharing the leadership principles that have helped him build and scale multiple high-growth businesses. Frank reflects on his personal battle with leukemia, the turnaround of Aescape, and why recovery, robotics, and evidence-based innovation are creating an entirely new category within health and wellness. Together, they explore one of the defining leadership challenges of our time: how to build organisations that thrive through uncertainty rather than simply survive it. For founders, operators, investors, executives, and anyone leading through change, this episode offers practical lessons on leadership, innovation, resilience, and the future direction of the health and fitness industry. In this episode, we cover: Leadership lessons from scaling and transforming global businesses The EGYM × Wellpass merger and the future of connected fitness Why AI is changing the way organisations operate Human optimisation, longevity, and preventative healthcare Why recovery may become fitness's next major growth category Building trust, culture, and resilient teams during periods of uncertainty The future of health, fitness, and human performance 👉 Connect with Philipp Roesch-Schlanderer: https://www.linkedin.com/in/philipp-roesch-schlanderer-bb33137/ https://www.linkedin.com/company/playlisttechnologies/ 👉 Connect with Brandon Dawson: https://www.linkedin.com/in/brandonmdawson/ https://www.linkedin.com/company/10x-health-system/ 👉 Connect with Frank Britt: https://www.linkedin.com/in/fbritt/ https://www.linkedin.com/company/aescape/ 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 by subscribing here: https://www.liftspodcast.com/newsletter Join the conversation at LIFTS: https://www.linkedin.com/company/liftspod https://www.instagram.com/lifts.podcast/ Timestamps 0:00 Why Healthcare Needs Reinvention 1:17 Welcome to LIFTS x Connected Health & Fitness 3:06 Inside the EGYM × Wellpass Merger 4:38 Building a Global Longevity Business 9:36 The CEO Who Rebuilt His Life—and a Company 15:52 What Every Leader Learns Through Crisis 24:08 The Trust Formula Behind Great Companies 31:01 Why AI Will Change Fitness Forever 33:12 The Next Billion-Dollar Opportunity: Recovery 35:15 How CEOs Are Using AI Today 37:26 Final Leadership Lessons

Welcome to LIFTS, where we explore the future of fitness, wellness, and human performance. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Aarti Kapoor, investment banker, fitness industry advisor, and one of the leading voices at the intersection of fitness, capital markets, and business growth. This conversation explores how investors evaluate fitness businesses, what separates scalable brands from lifestyle businesses, and why some concepts attract capital while others struggle to generate interest. Drawing on her experience advising fitness and wellness brands, Aarti shares how investors assess opportunities, the key metrics that drive valuation, and why factors such as brand strength, unit economics, market positioning, management teams, and growth runway often matter more than founders realise. The discussion also examines some of the biggest shifts shaping the industry today, from the evolution of boutique fitness and lessons from SoulCycle, to the rise of high-value low-price operators, the growing influence of franchising, and what investors now expect from businesses seeking capital. Aarti also explains why many founders focus on growth while investors focus on scalability, why clean financials and comparable data are essential, and how operators should think about preparing their businesses for future investment, acquisition, or expansion. For fitness operators, founders, investors, suppliers, and industry leaders, this episode offers a rare look inside the investment playbook shaping the future of fitness. In this episode, we cover: What investors really look for in fitness businesses The metrics that drive valuation and growth Lessons from SoulCycle, boutique fitness, and HVLP operators Why some fitness brands attract investment and others don't The role of franchising in scaling fitness businesses What founders should know before seeking investment 👉 To learn more about Aarti Kapoor, click here: https://www.linkedin.com/in/aarti-kapoor1/ 👉 Follow Aarti Kapoor on Instagram: https://www.instagram.com/aarti__kapoor/ 👉 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 Join the conversation at LIFTS: https://www.linkedin.com/company/liftspod https://www.instagram.com/lifts.podcast/ Timestamps 0:00 Why SoulCycle's Decline Matters 7:11 The Investment Thesis That Changed Fitness 11:28 The 3 Metrics Every Investor Watches 14:27 What COVID Changed Forever 17:43 SoulCycle's Biggest Challenge 21:56 Why Money Is Flowing Into HVLP 26:55 How Investors Pick Winners 31:21 Can You Predict The Next Big Trend? 35:31 Why Franchises Get Higher Valuations 39:39 The Valuation Mistakes Founders Make 48:20 What Every Fitness Founder Should Know  

Welcome to LIFTS, where we explore the future of fitness, wellness, and human performance. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Dr. Paul Bedford, founder of The Retention Guru and one of the fitness industry's leading authorities on member retention, customer experience, and consumer behaviour. After analysing more than 5.5 million gym member records worldwide, Dr. Bedford has spent decades helping operators understand one of the biggest challenges facing fitness businesses today: keeping members engaged for the long term. This conversation explores why retention remains one of the most misunderstood metrics in the fitness industry and why many operators may be focusing on the wrong things. As consumer behaviour continues to evolve, the traditional membership model is being challenged by a new generation of fitness consumers who increasingly belong to multiple gyms, studios, communities, and wellness brands simultaneously. Dr. Bedford shares insights into why members really leave, the critical role community plays in long-term engagement, and why every member interaction contributes to retention. The discussion also examines how operators can create more meaningful experiences and why positive experiences, not extraordinary ones, are often the foundation of long-term loyalty. The episode explores the future of member retention, changing consumer expectations, and what fitness operators must do to remain relevant in an increasingly competitive market. In this episode, we cover: • What 5.5 million member records reveal about retention • Why members really leave gyms • The rise of multi-membership consumers • Why community drives long-term engagement • The retention data many operators ignore • What fitness businesses must do next 👉 To learn more about Dr. Paul Bedford, click here:  https://www.retentionguru.com 👉 Connect with Dr. Paul Bedford on LinkedIn:  https://www.linkedin.com/in/drpaulbedford/ 👉 Follow Dr. Paul Bedford on Instagram:  https://www.instagram.com/retentionguru/ 👉 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 Join the conversation at LIFTS: https://www.linkedin.com/company/liftspod https://www.instagram.com/lifts.podcast/ Timestamps 0:00 Introduction 3:15 Why Retention Matters More Than Ever 8:22 What 5.5 Million Members Reveal 15:04 Why Members Really Leave 21:48 Sponsor Message: EGYM 22:20 The Future of Multi-Membership Consumers 30:11 Why Community Drives Retention 38:42 The Retention Data Most Gyms Ignore 47:18 Creating Positive Member Experiences 55:02 What Operators Must Do Next

Welcome to LIFTS, where we explore the future of fitness, wellness, and human performance. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Mark Hartnett-Morgan (ATHX Games), Nicolas Denby (GymSync), Emily Leroux (DEKA International), and George Crook (HYROX Training Zones) to explore one of the most significant trends reshaping the fitness industry today: the rise of competition fitness. What started as a niche category has rapidly evolved into a global movement. HYROX events are selling out around the world, DEKA continues to expand internationally, and more operators are beginning to rethink how they design facilities, build communities, and engage members through performance-driven experiences. This conversation explores whether competition fitness is simply another industry trend or a fundamental shift in consumer behaviour that will permanently influence the future of gyms, fitness clubs, and training facilities. The panel examines how competition-based formats are creating new opportunities for operators to drive member acquisition, improve retention, strengthen community, and provide members with measurable goals beyond traditional fitness programming. The discussion also dives into the evolution of fitness events, the growth of dedicated competition training spaces, and the increasing role that challenges, races, and performance experiences play in motivating members to stay engaged over the long term. The guests share insights from ATHX, DEKA, HYROX, and GymSync, discussing how operators can successfully integrate competition fitness into their businesses without losing sight of the broader member experience. For fitness operators, gym owners, investors, coaches, and industry leaders, this episode offers valuable insight into one of the fastest-growing movements in the fitness industry and what it could mean for the future of gym design, programming, and member engagement. In this episode, we cover: Why competition fitness is growing so rapidly The HYROX effect and its impact on gyms worldwide Whether competition fitness is a fad or a long-term movement How events drive member acquisition and retention Why operators may need a competition fitness strategy The future of training zones, fitness tourism, and performance communities 👉 To learn more about Mark Hartnett-Morgan, click here: https://www.linkedin.com/in/mark-hartnett-morgan 👉 To learn more about Nicolas Denby, click here: https://www.linkedin.com/in/nicolas-denby 👉 To learn more about Emily Leroux, click here: https://www.linkedin.com/in/emily-leroux-5ba26a13/ 👉 To learn more about George Crook, click here: https://www.linkedin.com/in/georgecrookperformance/ 👉 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 Join the conversation at LIFTS: https://www.linkedin.com/company/liftspod https://www.instagram.com/lifts.podcast/ Timestamps 0:00 Introduction: Is Competition Fitness a Fad? 4:18 Why Competition Fitness Is Transforming Gym Culture 10:00 The HYROX Effect: From 600 to 40,000 Competitors 12:10 Should Gyms Build Their Business Around Competition Fitness? 19:08 Why DEKA, ATHX & HYROX Are Growing So Fast 22:29 How Competition Trends Are Changing Gym Design 25:20 Sponsor Message: EGYM 25:47 Do Gyms Need Dedicated Competition Training Spaces? 35:43 How Events Drive Retention, Community & Member Growth 42:13 The One Thing Every Gym Operator Must Get Right

Welcome to LIFTS, where we explore the future of fitness, wellness, and human performance. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Dr. Brent Anderson, founder of Polestar Pilates, physical therapist, educator, and one of the most respected voices in the global Pilates industry. Pilates has become one of the fastest-growing categories in fitness. Participation continues to rise, studios are expanding globally, and demand shows little sign of slowing down. Yet despite its popularity, Pilates remains one of the most misunderstood modalities in the industry. This conversation explores why Pilates has experienced such remarkable growth, whether the category is approaching saturation, and what operators, investors, and fitness professionals often misunderstand about the methodology behind its success. Drawing on more than four decades of experience in rehabilitation, movement science, and Pilates education, Dr. Anderson explains how Pilates evolved from a niche practice used primarily by dancers and physical therapists into a global wellness phenomenon. He also shares why he believes the category still has significant room to grow. The discussion dives into the growing role of technology, connected equipment, and performance data within Pilates, and examines how innovation can help operators improve outcomes without losing sight of the principles that made Pilates effective in the first place. The episode also explores one of the most surprising trends in fitness today: younger consumers are increasingly embracing Pilates as part of a broader shift toward wellness, longevity, recovery, and preventative health. As wellness becomes a daily lifestyle rather than an occasional activity, Pilates is finding relevance across new demographics and markets around the world. For fitness operators, studio owners, educators, investors, and wellness professionals, this episode offers a fascinating look at why Pilates continues to grow, what makes it so effective, and where the category may be heading next. In this episode, we cover: Why Pilates continues to grow globally What most people misunderstand about Pilates How technology is changing the Pilates experience Whether the industry is approaching saturation Why Pilates may become a pillar of wellness and healthcare 👉 To learn more about Dr. Brent Anderson, click here: https://www.linkedin.com/in/drbrentpt 👉 Follow Dr. Brent Anderson on Instagram: https://www.instagram.com/drbrentpt 👉 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 Join the conversation at LIFTS: https://www.linkedin.com/company/liftspod https://www.instagram.com/lifts.podcast/ Timestamps 0:00 Introduction 3:02 Why Pilates Is Having a Moment 8:03 Technology, Data & The Future of Pilates 23:12 Sponsor Message: EGYM 23:37 Is Pilates Approaching Saturation? 37:24 The Global Expansion of Pilates 45:25 Can Pilates Be Standardised? 50:50 What Fitness Operators Need to Understand About Pilates 53:39 Final Takeaways & The Future of the Category

Welcome to LIFTS, where we explore the future of fitness, wellness, and human performance. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Dr. Nestor Rodriguez for a deep dive into one of the biggest shifts happening across healthcare, fitness, and longevity: the move from reactive "sick care" to proactive performance medicine. For decades, healthcare systems have largely focused on treating illness after it appears. But a new model is beginning to emerge - one centred around prevention, optimisation, diagnostics, recovery, and long-term human performance. This conversation explores why consumers are becoming more proactive about their health, how wearable technology and biomarkers are reshaping the wellness landscape, and why the worlds of fitness, medicine, recovery, and longevity are starting to converge faster than ever before. Dr. Nestor Rodriguez explains why the future of healthcare may look very different from the systems we know today. As consumers gain access to more data through wearables, recovery tracking, blood testing, and AI-driven health insights, expectations around health and wellness are rapidly evolving. The discussion also examines the growing opportunity for fitness operators. As gyms continue evolving beyond exercise facilities into broader wellness and longevity platforms, operators may soon play a much larger role in preventative health, performance optimisation, and personalised wellness experiences. The episode also dives into the limitations of the traditional healthcare system, the growing demand for personalised medicine, and why the next era of wellness may be built around continuous optimisation rather than reactive treatment. In this episode, we cover: Why healthcare is shifting from "sick care" to performance medicine The rise of longevity, diagnostics, and preventative health How wearables and biomarkers are changing consumer behaviour Why fitness operators may become part of the healthcare ecosystem The future of personalised wellness and human performance 👉 To learn more about Dr. Nestor Rodriguez, click here: https://www.linkedin.com/in/nestorrodriguezmd 👉 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 Join the conversation at LIFTS LinkedIn: https://www.linkedin.com/company/liftspod Timestamps 0:00 Introduction 4:32 Why Healthcare Is Still Built Around "Sick Care" 11:48 The Rise of Performance Medicine & Longevity 19:42 Sponsor Message: EGYM 21:03 Wearables, Biomarkers & Consumer Health Data 30:14 Why Fitness & Healthcare Are Starting to Converge 39:08 The Future of Human Performance & Preventative Wellness

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 are joined by Frank Britt, CEO of Aescape, for a deep dive into one of the most talked-about stories in wellness technology this year. After reports emerged that Aescape entered insolvency proceedings following a reported $157 million shortfall, the conversation around recovery robotics quickly shifted from innovation to survival. But according to Frank Britt, the real story is far more nuanced and far from over. This episode explores what actually happened behind the scenes at Aescape, why the original business model failed, and how the company is now attempting to rebuild around a completely different approach. Frank shares why "robots as a service" created major challenges for the company's economics, how the business is restructuring around equipment ownership and platform services, and why he believes recovery robotics is still positioned at the centre of several long-term wellness trends including AI, personalisation, diagnostics, and labour shortages. The discussion also examines the broader future of recovery within fitness and hospitality. As recovery moves from luxury amenity to everyday infrastructure, operators are beginning to rethink how bodywork, data, and personalised wellness experiences fit into the future member journey. The episode also dives into the parallels between recovery technology and the adoption curves of other consumer technologies from GPS and streaming to wearables and connected health devices and why Frank believes recovery intelligence could eventually become as mainstream as strength or cardio tracking. In this episode, we cover: Why Aescape collapsed despite raising $128 million The business model mistake behind "robots as a service" How Aescape plans to rebuild and scale Why recovery is moving to the centre of wellness The future of AI-driven recovery and personalisation 👉 To learn more about Frank Britt, click here: https://www.linkedin.com/in/fbritt/ 👉 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 Join the conversation at LIFTS LinkedIn: https://www.linkedin.com/company/liftspod Timestamps 0:00 Introduction 5:58 What Really Happened at Aescape 11:07 The Pivot Away From "Robots as a Service" 17:59 Why Recovery Is Moving to the Centre of Wellness 33:28 The Future of AI-Driven Recovery & Diagnostics

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 important shifts in the fitness industry today: technology is no longer just a support function, it's a core driver of growth. Joined by Al Noshirvani, Executive Chairman of Alta Technology Group, the conversation dives into how operators should rethink their approach to AI, payments, and platform decisions. While the industry is flooded with new tools and innovations, a deeper challenge is emerging beneath the surface. Many operators are investing in technology without clearly understanding whether it delivers measurable impact. Al introduces a simple but powerful framework: every technology decision should enhance the member experience, increase staff productivity, or contribute to the bottom line. Ideally, it should do all three. The discussion explores how AI is often overemphasised in customer-facing features, while the real opportunity lies behind the scenes automating operations such as collections, onboarding, and staff training. It also examines how payments have evolved from a back-office necessity into a strategic lever that impacts revenue, retention, and customer trust. The conversation also highlights the growing importance of platform strategy. As businesses scale, operators must ensure their technology is configurable, flexible, and extensible otherwise they risk being locked into systems that limit future growth. As the episode develops, the panel reinforces a critical insight: technology should not be pursued for its own sake. The operators who win will be those who focus on outcomes using technology to drive better experiences, stronger operations, and sustainable revenue growth. In this episode, we cover: The 3 tests every fitness technology decision must pass Why most AI in fitness is missing the point Where AI is actually creating operational value How payments became a strategic lever in fitness The risks of choosing the wrong technology platform Why configurability, flexibility, and extensibility matter How to think about technology as a revenue driver—not a cost What operators should demand from their tech partners 👉 To learn more about Al Noshirvani, click here: https://www.linkedin.com/in/alnoshirvani/ 👉 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 Join the conversation at LIFTS LinkedIn: https://www.linkedin.com/company/liftspod Timestamps 0:00 Introduction 4:41 Why Fitness Technology Is Now Infrastructure 9:25 What Operators Should Focus on With Technology 10:04 The 3 Tests Every Tech Decision Must Pass 11:08 Where AI Actually Works in Fitness 13:12 Get Them, Know Them, Keep Them 19:48 Click to Cancel, Trust & Member Experience 25:45 Sponsor Message: EGYM 28:23 Payments as a Strategic Lever 35:36 AI, Personalisation & The Gym Experience