LIFTS Episode 135 – Inside SWTHZ: Building the Starbucks of Contrast Therapy | Nico Varano

Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Anthony Geisler, CEO of Sequel Brands and one of the most influential entrepreneurs in the fitness industry. From helping pioneer the boutique fitness movement to building and scaling some of the industry's most recognised brands, Anthony has spent more than two decades shaping the way people experience fitness. But as the industry continues to evolve, where does the next wave of opportunity lie? Anthony reflects on the rise of boutique fitness, the lessons he's learned from franchising and entrepreneurship, and why longevity, recovery and preventative healthcare are set to become the next major growth areas for fitness businesses. Together, they explore what makes a fitness concept scalable, why boutique fitness is far from finished, how operators should think about differentiation in an increasingly competitive market, and what the future holds for entrepreneurs looking to build the next generation of fitness brands. In this episode, we cover: How boutique fitness transformed the global fitness industry The lessons behind building and scaling successful fitness brands Why boutique fitness continues to evolve The difference between boutique studios and big-box gyms The "McDonald's" principle behind successful franchising What makes a fitness concept truly scalable Why longevity and preventative healthcare are the next major opportunity What's next for Anthony Geisler and Sequel Brands 👉 Connect with Sequel Brands on LinkedIn. 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: Or if you prefer, you can receive the latest news direct to your inbox by subscribing here. Join the conversation at LIFTS: LinkedIn or Instagram. Timestamps 00:00 The Man Who Built Boutique Fitness 09:45 The Birth of Boutique Fitness 17:52 Is Boutique Fitness Dead? 28:56 The McDonald's Lesson on Franchising 38:02 The Two Types of Boutique Fitness 45:41 What Makes a Fitness Brand Scalable? 52:48 Why Longevity Is the Next Big Opportunity 59:08 Building the Future with Sequel Brands 1:03:41 Final Takeaways

Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Nico Varano, CEO of SWTHZ, one of North America's fastest-growing recovery and wellness brands. Recovery has become one of the biggest growth opportunities in health and fitness, with consumers increasingly seeking experiences that help them reduce stress, improve performance and build healthier habits. But what does it take to build a business around recovery? Nico shares his journey from becoming SWTHZ's very first franchisee to leading the company as CEO. Together, they explore why recovery is becoming a category in its own right, how contrast therapy is evolving beyond a wellness trend, and why hospitality, technology and habit-building are central to creating lasting customer experiences. The conversation also looks at the role of AI, wearables and personalised data, the differences between private and communal recovery experiences, and what the future holds as SWTHZ continues its expansion across North America. In this episode, we cover: Nico's journey from customer to CEO Why recovery is becoming a category of its own Building a scalable wellness franchise The rise of private contrast therapy experiences How hospitality is redefining customer expectations The role of AI, wearables and data in recovery Why habit-building matters more than one-off experiences The future of recovery, wellness and preventative health 👉 Connect with Nico Varano on LinkedIn: https://www.linkedin.com/in/nicovarano/ 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: LinkedIn: https://www.linkedin.com/company/liftspod Instagram: https://www.instagram.com/lifts.podcast/ Timestamps 00:00 From Customer to CEO 01:23 Why Recovery Is Booming 06:03 Building the SWTHZ Vision 09:49 Why Recovery Is Its Own Category 16:20 Can Gyms Compete with SWTHZ? 19:31 The Power of Private Recovery 24:01 Wearables, AI & the Resilience Score 30:25 Taking SWTHZ Global 36:21 Growing Beyond Memberships 39:27 Key Takeaways & Final Thoughts

Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Oliver Patrick, Co-Founder of Future Practice Ltd, Clinical Director of Pillar Wellbeing and one of the fitness industry's leading voices on longevity, preventative health and behavioural science. As longevity becomes one of the fastest-growing trends in health and wellness, gyms, wellness operators and consumers are investing heavily in everything from red light therapy and hyperbarics to peptides, wearables, blood testing and recovery technologies. But are we focusing on the right things? Oliver explains why the fundamentals of movement, nutrition, sleep and behaviour still outperform many of today's trending biohacking interventions, why genetics aren't the excuse many people believe they are, and how fitness operators have the greatest opportunity to become the front line of preventative healthcare. Together, they explore how the fitness industry can move beyond selling workouts to delivering long-term health outcomes, and why behaviour change not technology remains the most powerful intervention available. In this episode, we cover: Why everything you know about longevity may be wrong The difference between lifespan and healthspan What the latest genetics research really means Why lifestyle still has the biggest impact on long-term health Whether red light therapy, sauna, hyperbarics and peptides are worth the investment Why biohacking should never replace the fundamentals How gyms can become the future of preventative healthcare Practical advice for fitness and wellness operators investing in recovery and longevity 👉 Connect with Oliver Patrick https://www.linkedin.com/in/oliver-patrick-0b61776/ or on Instagram: https://www.instagram.com/_olipatrick/ 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 Everything You Know About Longevity Is Probably Wrong 6:53 The Biggest Shift in Longevity Right Now 10:37 Does Lifestyle Matter More Than Genetics? 18:29 Why the Basics Still Win 27:07 Before You Buy Wellness Technology... 36:04 Red Light, Sauna & The Future of Recovery 50:30 Oliver's View on Peptides & GLP-1s

Welcome to LIFTS (Latest Industry Fitness Trends & Stories), where we explore the future of fitness, wellness and human performance. While much of the fitness industry's attention remains focused on North America and Europe, one of the world's biggest growth opportunities is emerging across Latin America. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Maria Gonzalez, CEO of ClubFitness and Board Member of the Health & Fitness Association (HFA), to explore why Latin America is becoming one of the most exciting fitness markets in the world. With gym penetration averaging just 2.15% and the market forecast to reach $7.5 billion by 2029, Maria explains why the region offers enormous potential for operators, investors and entrepreneurs. From the rise of Smart Fit and the HVLP model to the enduring strength of independent gyms, she shares the unique characteristics driving growth across Latin America. The conversation also explores why community remains the industry's greatest competitive advantage, how innovation often emerges from constrained markets, and what fitness businesses around the world can learn from the entrepreneurial spirit shaping the region. Together, they discuss why the future of fitness may not be where most people are looking. In this episode, we cover: Why Latin America is fitness's biggest growth opportunity What 2.15% gym penetration really means Why community is the industry's greatest advantage Lessons from Smart Fit's remarkable growth Why independent gyms continue to thrive Could the next global fitness trend come from Latin America? What every fitness operator can learn from the region 👉 Connect with Maria Gonzalez https://www.linkedin.com/in/mjpaisa/ Support fitness industry news by sponsoring future LIFTS episodes.  Contact [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 Latin America Is Fitness's Biggest Opportunity 10:23 Community: Latin America's Competitive Advantage 23:05 Why Independent Gyms Continue to Thrive 27:07 The Rise of Smart Fit & HVLP 33:42 Can Gyms Compete with Free Fitness? 37:31 Could the Next Zumba Come from Latin America? 45:20 What the Global Fitness Industry Can Learn

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