LIFTS Episode 93 - W3Fit Live: Industry Consolidation, Robotic Massages & Celebrity Endorsements

Live from W3Fit North America, Matthew Januszek and Mohammed Iqbal sit down with guests Star Sage and Loryn Huff to discuss the latest fitness industry trends. From billion-dollar wearable valuations to AI-powered recovery and celebrity-backed fitness ventures, this panel explores the future of wellness. Key Topics: Oura’s $11B valuation and the future of wearables. Closed vs. open data ecosystems in fitness tech. Tom Brady’s AI-powered massage company and scalability concerns. The evolving role of recovery as an essential moat for gyms. Dua Lipa’s investment in Pilates and Gen Z engagement. How premium clubs deliver longevity, not just sweat. Celebrity partnerships vs. real consumer impact. Industry identity, intentionality, and member retention strategies. 👉 Learn more about W3Fit: https://weworkwellevents.com/w3-fit/ 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 & Welcome 01:14 Oura’s $11B Valuation – What It Means 07:37 Tom Brady & AI Massage Debate 14:37 Dua Lipa Joins Pilates Movement 18:32 Recovery as the New Fitness Moat 20:27 Intentional Member Experiences 21:57 Industry Takeaways 24:42 Ecosystems, Not Just Workouts 25:12 Closing & Thanks

Live from W3Fit North America at the Four Seasons Westlake Village, Matthew Januszek and Mohammed Iqbal host a special onstage edition of the LIFTS podcast. In this wide-ranging conversation, they explore the future of the fitness industry—from AI gyms and private equity consolidation to the booming recovery market and the resurgence of strength training. Discussion highlights include: What makes live podcasts unique compared to studio episodes. First impressions of Fred Fitness, the AI-first gym. The impact of mergers, acquisitions, and private equity in fitness tech. How AI is reshaping software, business, and member experience. Why recovery is the next big differentiator for gyms. Programming and personalization in recovery spaces. Revenue and retention gains from recovery add-ons. Strength training, Pilates, and pickleball as the future modalities. The cultural rise of run clubs and community-based fitness. How fitness brands can innovate to stay ahead of shifting trends. 👉 Learn more about W3Fit: https://weworkwellevents.com/w3-fit/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/ 0:00 Intro & Live Audience Energy 1:30 What Makes W3Fit Different 3:00 Visiting Fred Fitness: The AI Gym 7:20 Industry Consolidation & Private Equity 16:20 The Role of AI in Fitness Businesses 19:20 Recovery & Wellness Trends 27:10 DIY vs. Service-Based Recovery Models 35:00 Future Modalities: Strength, Pilates, Pickleball 39:10 Strength Training’s Cultural Shift 44:30 Closing Thoughts & Tomorrow’s Follow-Up Session

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 Januszek and Mohammed Iqbal sit down with Marco Benitez—former Taekwondo champion turned biomedical engineer and now CEO of rook, a health tech company that transforms wearable data into actionable health insights. Together, they explore how wearables are reshaping the future of fitness, healthcare, and personal health. Key topics covered include: Why your smartwatch might already know more about your health than your doctor. How Apple, Samsung, and Aura are competing in the wearable health space. The challenge of making sense of endless health data. What FDA approval for consumer wearables really means. How fitness coaches and gyms can use wearable data to improve client outcomes. The differences in HRV tracking across Apple, Whoop, and Aura. Wearables as a bridge between fitness and healthcare industries. The future of implants, rings, and continuous monitoring devices. Marco’s vision for rook as the middleware connecting all wearable platforms. 👉 Learn more about Marco Benitez: https://www.linkedin.com/in/marcobzg/ 👉 Learn more about ROOK: https://www.tryrook.io/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/   0:00 Intro & Guest Introduction 0:45 Do Smartwatches Know More Than Doctors? 2:44 Wearables During COVID and Data Explosion 6:55 Why Coaches Must Use Wearable Data 10:00 Apple Watch as a Public Health Tool 12:30 Accuracy vs. Data Trends 15:00 HRV Tracking Explained 18:42 How Consumers Actually Use Apple Watch 20:41 Wearables in Latin America & Global Health 23:02 Apple vs. Samsung vs. Huawei 25:40 Future of Wearables – Implants & Rings 27:31 Rook’s Role in Cleaning Wearable Data 29:37 Wearables Are the Next Medical Device 31:14 Final Takeaways & Closing

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories. In this episode, hosts Matthew Januszek and Mohammed Iqbal sit down with entrepreneur and engineer Rami Alhamad, co-founder and CEO of Alma, an AI-powered nutrition companion. From his early days building PUSH, the pioneering strength-tracking wearable later acquired by WHOOP, to his mission with Alma, Rami shares insights on persistence, startup timing, decision-making, and the future of fitness technology. Key topics covered include: How persistence and decision-making frameworks shaped Rami’s entrepreneurial journey. The origins of PUSH and its role in strength-tracking innovation. Why timing is everything in startups. Rami’s decision to sell PUSH to WHOOP and lessons learned. The pivot from hardware to AI-powered nutrition with Alma. Why ChatGPT is Alma’s real competitor. Challenges in nutrition tracking and how AI is solving them. Insights into branding, Nike, and the importance of offline communities. Predictions for the future of fitness and consumer tech. 👉 Learn more about Rami Alhamad: https://www.linkedin.com/in/ramialhamad/ 👉 Learn more about Alma https://www.alma.food/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/   0:00 Intro – Hosts and Guest Introduction 1:11 Persistence as a Founder’s Superpower 3:03 Decision-Making Frameworks and Philosophy 5:57 The Origin Story of PUSH 10:00 The Future of Strength-Tracking Technology 13:48 When to Sell a Startup 18:24 Pivoting to AI and Nutrition with ALMA 22:16 Obesity, AI, and the Case for ALMA 27:47 ChatGPT vs Nutrition Apps 32:38 Voice Logging and the Future of Nutrition Tech 37:26 Patents, Innovation, and Wearable Competition 40:38 Branding, Nike, and Reaching New Generations 44:49 The Future is Offline Communities 47:02 Generational Shifts and Technology 50:57 Final Takeaways and Closing Thoughts

In this special debate episode of the LIFTS Podcast, hosts Matthew Januszek and Mohammed Iqbal are joined by guest co-host Jack Thomas (Fitness Business Asia) to moderate a high-level discussion on the impact of ClassPass for boutique fitness owners. Industry voices Jeff Bladt (ClassPass/Playlist) and Rachel Hirsch (Wellness Growth Ventures, The 2% Club, and studio owner) share opposing perspectives on whether ClassPass is a powerful growth partner or a dangerous dependency. Discussion highlights include: The origin and evolution of ClassPass. How ClassPass transformed consumer behavior in fitness. Free trials, pricing power, and fairness for studios. Parallels with aggregators in travel, dining, and delivery. Revenue data showing both growth and risks for studio owners. Strategies to avoid over-reliance on ClassPass. How ClassPass affects women-led boutique studios. Industry-wide calls for better collaboration between aggregators and studios. 👉 Learn more about Jack Thomas: https://www.linkedin.com/in/fitnessbusinessasia/ 👉 Learn more about Jeff Bladt: https://www.linkedin.com/in/bladt/ 👉 Learn more about Rachel Hirsch: https://www.linkedin.com/in/rachel-hirsch-43b31265/ https://www.the2percent.club/ 👉 Learn more about ClassPass: https://classpass.com/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/   0:00 Intro & Hosts 4:21 Why ClassPass Matters 5:50 The Origin Story of ClassPass 10:30 Consumer Perspective with Rachel 12:46 Free Trials Debate 19:10 ClassPass as an Aggregator 23:05 Discounting & Devaluation Issues 27:40 Revenue Data Insights 33:44 Consumer Wins vs. Studio Risks 38:22 Women in Leadership Discussion 47:51 Final Thoughts & Takeaways 54:34 Closing Remarks

On this week’s episode of the Escape Your Limits Podcast, we welcome Owen Hanson, a dynamic entrepreneur, former athlete and the ultimate example of crime to come back. Once a USC football player with a bright future, Owen’s competitive drive led him to build a multi- million-dollar bookmaking business — but that success came at a cost. Drawn deeper into the criminal underworld, Owen became entangled with one of the world’s most dangerous cartels, running international drug operations while living a life of extreme luxury. After his dramatic arrest by the FBI — helicopters, undercover agents, and all — Owen found himself locked in a 6x8 prison cell. But instead of giving up, he found a new purpose: fitness, mindset mastery, and even launching a protein ice-cream brand from behind bars. In this powerful episode, Owen shares his jaw-dropping journey from national championships to Cartel connections, from extravagant spending to creative prison hustles, and ultimately to a path of personal redemption. He opens up about the dangerous allure of fast money, the brutal lessons of prison life and how he’s rebuilding his empire the right way. Packed with raw insights, unbelievable stories and hard-won wisdom, this conversation is one you absolutely do not want to miss. In this podcast, Owen discusses: His arrest and FBI takedown. The journey from USC athlete to businessman. How business led to Cartel connections. Prison life and survival hustle. The birth of Kingpin Ice Cream (now California Ice Protein). Extravagant lifestyle and excess. Addiction, pressure and a strong mindset. Reinvention and second chances. Lessons for entrepreneurs. To learn more about Owen Hanson, click here: https://www.instagram.com/theofficialcakid/?hl=en To buy Owen's book, click here: https://www.thecaliforniakid.com/my-book Check out Owen's new protein ice cream business click here: https://www.californiaiceprotein.com/ ====================================================== 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 0:30 Getting arrested and realizations 9:31 Finding hope and maintaining sanity 12:16 Football and early ambitions 16:08 Transition to bookmaking and business growth 17:27 Mathematical skills and business strategy 28:02 International expansion and logistics 36:53 Handing pressure and making decisions 42:17 Luxury and extravagance 46:33 Interactions with the Cartel 52:20 Post-prison business ventures 53:11 Building Kingpin, the ice-cream brand in prison 1:03:40 The importance of appearance and image 1:07:01 Overcoming challenges and building the brand 1:08:42 Lessons learned and advice for aspiring entrepreneurs

In this episode of the LIFTS podcast, hosts Matthew Januszek and Mohammed Iqbal sit down with Lauren Foundos, founder of Forte (recently acquired by Echelon Fitness). Lauren shares her journey from Wall Street bond trading to becoming a pioneer in digital fitness, her lessons from building Forte, and her insights on the future of the fitness industry. Highlights: - How Lauren transitioned from Wall Street to fitness entrepreneurship. - The early challenges of selling digital fitness before gyms were ready. - Lessons learned from building and rebuilding fitness tech. - How content drives engagement and performance in gyms. - Why personal training is undervalued and how to fix it. - The explosive growth of Pilates and low-impact workouts. - How wearables and AI are reshaping fitness engagement. - The power of intellectual property in fitness tech. - Predictions for the future of gyms, training, and consumer behavior. 👉 Learn more about Lauren Foundos: https://www.linkedin.com/in/lfoundos/ 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 & Welcome 02:17 Lauren’s Background & Wall Street to Fitness 05:00 Building Forte and the Digital Fitness Shift 09:54 The Role of Content in Gym Success 15:00 Personalization, AI & Gym Programming 24:13 The Future of Personal Training 30:58 Pilates Boom & Low-Impact Training 35:00 Trends, Timing & Market Cycles 36:15 Oura vs. Ultrahuman – The Ring Wars 42:35 Pricing Digital Fitness & Business Models 45:19 US Fitness Habits & Data Insights 47:35 Final Takeaways & Closing

In this episode of LIFTS, hosts Matthew Januszek and Mohammed Iqbal sit down with Michael Ramsey, co-founder of Strong Pilates, to explore the explosive growth of Pilates worldwide. Ramsey shares his journey from F45 franchise success to launching Strong Pilates, a unique fusion of strength, cardio, and Pilates that has rapidly expanded across 14 countries. The discussion covers the evolution of boutique fitness, the importance of product innovation, franchise support, marketing strategies, and the controversial role of ClassPass. Key Topics: How an injury led Ramsey to discover Pilates. The fusion of strength, cardio, and Pilates in Strong. Franchise growth from Australia to the US. Why boutique studios still win over big box gyms. The critical role of innovation in fitness. Marketing strategies and customer acquisition costs. The challenges and opportunities of ClassPass. Building trust and community in local markets. Handling criticism from traditionalists in Pilates. Future outlook for Strong Pilates and boutique fitness. 👉 Learn more about Strong Pilates: https://strongpilates.co/ 👉 Learn more about Michael Ramsey: https://www.linkedin.com/in/michael-ramsey-89402033/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/   0:00 Intro & Host Updates 0:59 Guest Introduction – Michael Ramsey 3:55 The Global Pilates Boom 4:38 From F45 to Strong Pilates 6:18 Fusing Pilates, Strength & Cardio 10:00 Entrepreneurship & Timing 13:19 Boutique vs. Big Box Gyms 15:03 What Makes Studios Successful 16:22 Marketing & Cost of Acquisition 18:18 The Rise of Strength Training 20:00 Innovation in Fitness 22:01 Expanding in the US Market 25:00 The ClassPass Debate 30:00 Filling Classes & Community 33:49 Challenges Entering the US 35:13 Wearables & Stress Study 36:00 Closing Thoughts

Matthew Januszek and Mohammed Iqbal speak with Royi Metser, Founder & CEO of Avelo Running, about the explosive growth of running, the evolution of smart footwear, and how data-driven insights are changing the sport forever.   In this episode, you’ll learn: How Gen Z and women are driving the second running boom. Why running clubs are replacing bars as social hubs. The challenges big brands faced in launching smart shoes. How Avelo integrates cutting-edge materials with advanced sensors. The importance of mechanical load monitoring for injury prevention. Why Kickstarter backers snapped up Avelo’s first batch in under 20 hours. Insights on running form myths and individual biomechanics. The role of gyms and treadmills in the future of running. How data can help every runner train smarter and safer. 👉 Learn more about Avelo Running: https://avelorunning.com/ 👉 Learn more about Avelo Running Kickstarter: https://www.kickstarter.com/projects/avelorunning/avelo-meet-the-worlds-smartest-running-shoe 👉 Learn more about Royi Metser: https://www.linkedin.com/in/royi-metser-6886a211/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/   0:00 Intro & Creatine Experiment 4:03 Creatine Gummies & Supplement Quality 6:28 Guest Introduction – Royi Metser 8:11 The Second Running Boom 12:13 Why Running is Timeless 14:56 Treadmills vs Outdoor Running 18:19 Running Clubs as Community Hubs 20:19 Why Big Brands Failed at Smart Shoes 25:21 The Materials & Tech Behind Avelo 32:23 Preventing Running Injuries with Data 32:41 Kickstarter Launch Success 34:34 Guiding Runners Beyond Guesswork 36:29 Debunking Running Form Myths 38:09 Host Takeaways 43:09 Closing Thoughts & Preorder Info

Matthew and Mo dive into this week’s hottest fitness topics — from personal diet experiments to the future of wearables in healthcare, political plays in fitness, market shifts in Pilates, and the explosive rise of Hyrox. This no-guest episode is packed with insights, debates, and predictions shaping the fitness industry. In this episode: • Matthew’s 5-week results on the Warrior Diet. • Mo’s take on the White House wearable health initiative. • The political and cultural impact of reviving the Presidential Fitness Challenge. • Why Pilates is booming — and if it’s nearing saturation. • Planet Fitness’ rumored acquisition of Basic-Fit. • How Hyrox is becoming a lifestyle brand. • Predictions for the next mega-brands in fitness.   Support fitness industry news by sponsoring future LIFTS episodes. Contact us at [email protected] for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness 🛒 Shop gym equipment: https://escapefitness.com/shop 📘 View our full catalog: US – https://escapefitness.com/support/catalog UK – https://escapefitness.com/support/catalogue Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness Instagram: https://www.instagram.com/escapefitness Twitter: https://www.twitter.com/escapefitness LinkedIn: https://www.linkedin.com/company/escapefitness/   0:00 Matthew’s Warrior Diet Results 4:21 Mo’s Morning Routine & Nutrition 6:59 Hydration and Alcohol Effects 11:33 White House Wearable Data Initiative 18:19 Presidential Fitness Challenge Returns 23:25 Pilates Market Boom or Bust? 30:00 Planet Fitness Eyes Basic-Fit 33:47 High Rocks Becomes a Lifestyle 40:14 The Most Exciting Era in Fitness