LIFTS Episode 75 - The Truth Behind Profitable Fitness Studios | Julian Barnes of BFS

In this special LIFTS recap episode, hosts Matthew Januszek and Mohammed Iqbal are joined by fitness futurist Emma Barry to reflect on their shared experience at the Athletech News Innovation Summit in New York. From immersive biohacks to political debates, the conversation gets real, raw, and reveals what’s next for the fitness industry.   This episode covers: Firsthand reviews of NAD+ infusions, ShiftWave, and the Immortal experience. Debates around GLP-1 drugs, longevity trends, and influencer-led wellness. Insights on turning fitness from a trend into front-line healthcare. What Japan teaches us about childhood obesity – and why the U.S. is lagging. Emma Barry’s call to arms: Prepare for disruption, or be left behind. Big Pharma, Big Food, and the uphill battle for consumer health. Why AI’s future in fitness lies in context and personalization. The struggle to have real conversations when investors are watching. Is wellness finally mainstream – or still misunderstood? What made this summit different – and why it matters. 👉 Learn more about Emma Barry: https://www.linkedin.com/in/emmabarryistrouble/ 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 + Innovation Summit Debrief 02:30 – Biohacking at the Summit (NAD+, ShiftWave, Immortal) 10:30 – Keynote Highlights & Industry Disruption 14:30 – Political Tensions & Healthcare Reform 25:00 – Mo's Shocking Healthcare Statistics 28:00 – The Japan Model: Early Intervention and Respect 33:00 – Addiction, GLP-1s, and the Challenge of Change 36:00 – Influencers vs. Institutions: Who’s Leading Wellness? 45:00 – Big Themes & Final Takeaways 50:00 – Outro + Thank You to Athletech Team

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories. This week, Matthew and Mohammed are joined by product strategy expert Ben Foster, former Chief Product Officer at Whoop. Together, they unpack the latest controversies in wearable tech, including Whoop 5.0’s backlash, fitness subscription models, and what it really means to build customer-centric products in the AI era. They also touch on celebrity-brand partnerships, data overload in fitness apps, and what the future of health optimization looks like. A must-listen for anyone building in fitness tech or navigating today’s quantified world. 👉 Learn more about Ben Foster: https://www.linkedin.com/in/benfoster/ 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 + Today's Topics 02:00 – Mohammed’s Workout Program Update 05:29 – Introducing Ben Foster 08:35 – Whoop 5.0 Controversy 13:00 – Reddit vs. Reality 18:30 – Subscription Models Explained 25:40 – Customer ROI & Business Value 27:29 – Mayweather Gyms & Celebrity Brand Risks 31:16 – Authenticity in Fitness Brands 34:27 – Weighted Vests & Equinox Collab 38:18 – Data Overload vs. Personalization 43:51 – Future of Data: One Metric to Rule Them All? 47:00 – Final Thoughts on AI & the Digital Twin 48:56 – Outro

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories. This week, Matthew and Mohammed are joined by Debra Strougo (co-founder of Row House) to explore the cutting edge of wellness. From biohacking breakthroughs at the Dave Asprey conference to magnesium for sleep, AI coaches with empathy, and a viral $150 Pilates reformer from Aldi—this episode covers it all. Debra brings insights on stem cells, Airbnb's bold move into wellness, and how marketing voice defines success in high-ticket fitness. A must-listen for anyone interested in the future of health and fitness. This LIFTS episode covers: Biohacking & Supplements – Insights from the Dave Asprey conference, including nitric oxide, magnesium, and stem cell supplements. AI in Wellness – Exploring empathetic AI health coaches, personalization, and trust in tech like ChatGPT. Wellness Tech & Data – How companies like Amazon, Apple, and Airbnb are leveraging user data to drive health and fitness experiences. High-Ticket Fitness Programs – Discussion of Supra Human and the rise of identity-based, premium fitness coaching. Mass-Market Fitness Trends – Aldi’s viral Pilates reformer and what it says about wellness going mainstream. 👉 Learn more about Debra Strougo: https://www.linkedin.com/in/debrastrougo/ 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 & Weekly Rundown 01:24 – Welcoming Debra Strougo 02:59 – Biohacking Conference Highlights 05:51 – Sleep Supplements & Magnesium 08:06 – Stem Cell Supplements 09:14 – AI Coaching with Empathy 12:14 – Trusting AI as a Wellness Coach 15:14 – Airbnb's Wellness Expansion 21:23 – Superhuman: Identity Transformation 27:18 – Aldi’s Viral Pilates Reformer 30:50 – Final Takeaways & Reflections

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories. This week, Matthew and Mo dive deep into the evolving landscape of fitness tech. From the exploding smart ring market and wearables like Oura, Ultrahuman, and Bond, to the rise of sleep-focused products like AGZ and Athletic Greens, we examine what's real, what's hype, and how to stay ahead. We also cover EOS Fitness's billion-dollar acquisition and what it means for the future of budget-friendly premium gyms. Don't miss this engaging breakdown of what's next in fitness, tech, and wellness. ====================================================== Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe to our YouTube channel and turn on your notifications so you never miss a new video when it’s published: https://www.youtube.com/user/EscapeFitness Shop gym equipment: https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) https://escapefitness.com/support/catalogue (UK)  ====================================================== 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 – Intro & Mo’s Harvard Update 2:00 – Matthew’s BrainTap Experience 5:30 – The Smart Ring Revolution 13:15 – ECG and Glucose Monitoring in Wearables 18:30 – Sleep Supplements: Innovation or Repackaging? 24:00 – EOS Fitness’s Billion Dollar Buyout 31:00 – The Rise of Interactive Strength 36:00 – OpenAI, Johnny Ive & the Next iPhone? 40:00 – Final Takeaways

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories. Today, hosts Matthew Januszek, Co-Founder of Escape Fitness and Mo Iqbal, Founder & CEO of SweatWorks, are joined by Julian Barnes, Co-founder and CEO of BFS. Julian unpacks critical trends shaping boutique fitness—like the explosive growth of Pilates studios, the impact of tariffs on equipment pricing, and the secrets behind the most profitable studios. If you're a studio owner, investor, or just passionate about the business of fitness, this is an essential listen packed with actionable insights. This LIFTS episode covers: The power of hiring a full-time manager. Studio profitability benchmarks and benchmarks. Tariffs, supply chains, and pricing strategy. The growing role of experience in member retention. Why Pilates is outperforming other modalities. To learn more about the 2024 BFS State of the Industry Report, click here: https://main.bfsnetwork.com/state-of-the-industry-report Use discount code "LIFTS" to get $50.00 off your copy of the report.  ====================================================== Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe to our YouTube channel and turn on your notifications so you never miss a new video when it’s published: https://www.youtube.com/user/EscapeFitness Shop gym equipment: https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) https://escapefitness.com/support/catalogue (UK)  ====================================================== 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 Welcome Back to LIFTS 02:00 Introducing Julian Barnes 03:30 The BFS Network & State of the Industry 05:10 Breaking News: Exponential Fitness & Sequel 08:45 Studio-Level Performance vs Portfolio Models 11:20 The Impact of Tariffs on Equipment Imports 16:15 Rethinking Global Manufacturing Strategies 19:40 How Operators Can Sell Outcomes, Not Features 21:00 Profitable Studios Have One Key Role… 24:00 Trainer vs. CEO: What Studio Owners Must Become 27:30 FER: Find, Enroll, Retain 30:00 Aggregators like ClassPass: Help or Hindrance? 33:00 Pilates Is Booming—Here’s Why 37:00 What Actually Works in Boutique Fitness 42:00 Raise Prices, Raise Value 45:00 Takeaways: Fundamentals Over Fads 48:30 Disney-Level Client Experience? Why It Matters 50:00 Wrap-up & How to Get the Report

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories. Today, hosts Matthew Januszek, Co-Founder of Escape Fitness and Mo Iqbal, Founder & CEO of SweatWorks, are joined by Dr. Jonathan Leary, Founder and CEO of Remedy Place, to explore some of the most talked-about and most unconventional wellness trends shaping the future of health and fitness. This LIFTS episode covers: Unconventional wellness practices like mouth taping and jawline exercises. Benefits and proper approach to cold therapy. The concept behind Remedy Place, a social wellness club. Importance of human connection for health and longevity. Potential impact of AI and technology on healthcare. Advocacy for holistic health approaches combining traditional and alternative medicine. To learn more about the Remedy Place, click here: https://www.remedyplace.com/ ====================================================== Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe to our YouTube channel and turn on your notifications so you never miss a new video when it’s published: https://www.youtube.com/user/EscapeFitness Shop gym equipment: https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) https://escapefitness.com/support/catalogue (UK)  ====================================================== 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 Introduction 02:43 Dr. Jonathan Leary’s Unconventional Routines 05:43 Cold Therapy and Its Benefits 10:21 The Vision Behind Remedy Place 13:20 The Role of Human Connection in Health 25:40 The Future of Health and Technology

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories.   Host Matthew Januszek, Co-Founder of Escape Fitness attended FIBO in Cologne, Germany, joined by guest co-host Grace McNamara, Partnerships Director EMEA at Elfie.   In part 2 of this episode, Matthew and Grace are joined by: Igor Krezić, Founder & CEO of Rolla. Riccardo Turri, CEO of Starpool. Marco Stefano Guiducci, VP International Sales at EGym. This episode covers: Redefining longevity as quality of life rather than just extended lifespan. Democratizing the term "athlete" to include everyday people of all abilities. Leveraging AI to provide personalized health and fitness recommendations. Implementing proper cold therapy protocols with individual customization. Using gamification to increase engagement in health and fitness activities. Industry responsibility in providing accessible, evidence-based education. To learn more about FIBO, click here: https://www.fibo.com ====================================================== Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe to our YouTube channel and turn on your notifications so you never miss a new video when it’s published: https://www.youtube.com/user/EscapeFitness Shop gym equipment: https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) https://escapefitness.com/support/catalogue (UK)  ====================================================== 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 03:35 Defining Longevity 06:03 The Role of Athletes and Everyday Habits 15:38 Gamification and Community 19:10 Cold Therapy and Personalisation 32:00 Education and Responsibility

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories. Hosts Matthew Januszek, Co-Founder of Escape Fitness and Mohammed Iqbal, Founder & CEO of SweatWorks attended FIBO in Cologne, Germany. (correct location?) In part 1 of this episode, Matthew and Mohammed are joined by: Gregory Gird, Marketing Manager of Octiv Grace McNamara, Partnerships Direcetor EMEA at Elfie Klaus Mueller, CEO at Wictory.ai This episode covers: Importance of data quality for effective AI implementation. Evidence-based AI development and addressing historical bias in research data. Privacy concerns, data governance, and building consumer trust. Data sovereignty and regional compliance considerations. AI's potential to accelerate personalised healthcare and fitness recommendations. Strategic partnerships to enhance AI capabilities. To learn more about FIBO, click here: https://www.fibo.com ====================================================== Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe to our YouTube channel and turn on your notifications so you never miss a new video when it’s published: https://www.youtube.com/user/EscapeFitness Shop gym equipment: https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) https://escapefitness.com/support/catalogue (UK)  ====================================================== 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 06:14 AI and Generative AI in Practical Perspectives 12:19 Challenges and Ethical Considerations in AI Implementation 24:02 Privacy, Compliance, and Consumer Trust in AI 38:09 Future Trends and Exciting AI Applications

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories.  Hosts Matthew Januszek, Co-Founder of Escape Fitness and Mo Iqbal, Founder & CEO of SweatWorks attended PerformX 2025.  In this LIFTS episode, Matthew and Mo are joined by Tim Gray, Founder & CEO of The Health Optimisation Summit. This episode covers: Biohacking industry growth. Balancing extreme practices with health fundamentals. Tim's personal biohacking journey. Limitations of traditional healthcare. Importance of data-driven health decisions. Potential for gyms to leverage health data. Navigating health supplements and products. Experimental biohacking practices. Future trends in longevity and biohacking. Crucial role of sleep in health optimisation. To learn more about Tim Gray, click here: https://www.linkedin.com/in/tim-gray-biohacker-health-optimisation/ To learn more about PerformX Live, click here: https://performx-live.com/ ====================================================== Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe to our YouTube channel and turn on your notifications so you never miss a new video when it’s published: https://www.youtube.com/user/EscapeFitness Shop gym equipment: https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) https://escapefitness.com/support/catalogue (UK)  ====================================================== 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 01:11 The Role of Fundamentals in Health Optimization 06:58 Balancing Biohacking Labels and Practical Appointments 09:48 Trust and Credibility in Health Information 14:13 Leveraging Data and Technology in Fitness 28:07 Navigating Health Products and Supplements 35:37 Experimental Biohacking and Personal Experience 37:57 The Future of Biohacking and Longevity

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories. Hosts Matthew Januszek, Co-Founder of Escape Fitness and Mo Iqbal, Founder & CEO of SweatWorks attended EHFF 2025 in Cologne, Germany. In part 2 of this episode, Matthew and Mo are joined by: Michelle Dand, Head of Fitness Product and Programming of David Lloyd. Benjamin Roth, Co-Founder and CEO of Urban Sports Club. Jim Pisani, CEO and Board Member of Life Fitness Hammer Strength. David Stalker, Ambassador for EuropeActive.   This episode covers: Evolution of branded group fitness programming at premium clubs in response to boutique competition. The rise of budget boutique fitness concepts in Europe and their rapid scaling approach. Equipment manufacturing strategy and the renewed focus on both cardio and strength equipment. Impact of global political climate and tariffs on fitness equipment production and pricing. The industry's decade-long transition from fitness-focused to health-focused approaches. The importance of offering multiple fitness modalities to meet diverse consumer preferences. To learn more about EHFF, click here: https://www.europeactive.eu/ ====================================================== Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe to our YouTube channel and turn on your notifications so you never miss a new video when it’s published: https://www.youtube.com/user/EscapeFitness Shop gym equipment: https://escapefitness.com/shop View our full catalog: https://escapefitness.com/support/catalog (US) https://escapefitness.com/support/catalogue (UK)  ====================================================== 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 02:36 David Lloyd’s Response to Market Trends 05:00 Challenges and Lessons from Standalone Boutiques 07:28 Budget Boutique Market and Its Impact 27:58 Life Fitness and Hammer Strength’s Evolution 41:35 Impact of Global Political Climate on Business 49:37 David Stalker’s Reflections on Industry Growth 50:55 Mentorship and Advisory Roles 52:09 Future of the Fitness Industry