LIFTS Episode 108 - Moving from Analysis to Intervention with Debra Strougo

Welcome to the latest episode of LIFTS, your bite-sized dose of the Latest Industry Fitness Trends and Stories. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by industry strategist and returning guest Debra Strougo, Founder of Row House and CEO of Fitizens to explore how the wellness consumer is everywhere and what that means for the future of fitness. Drawing on insights from CES in Las Vegas, global industry conversations, and real-world operator experience, this episode discusses AI, Pilates, and large-scale operators like 24 Hour Fitness. As wellness becomes a primary driver of consumer behaviour, the discussion looks at how: AI is evolving from analysis to intervention Pilates continues to grow as a cornerstone of wellness and longevity Mark Mastrov's return to 24 Hour Fitness reflects broader shifts around scale, access, and relevance in the market This conversation moves beyond hype and trends to focus on what fitness operators, brands, and leaders should actually be paying attention to as the industry continues to evolve. In this episode, we cover: The rise of the wellness consumer across fitness, health, and lifestyle How AI is shifting from tracking and data to real-world intervention Why Pilates aligns so closely with longevity, wellness, and behaviour change What 24 Hour Fitness' next chapter tells us about big-box fitness Key takeaways from CES and recent industry events Why fundamentals still matter more than ever in a changing market 👉To learn more about Debra Strougo, click here: https://www.linkedin.com/in/debrastrougo/ 👉 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 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) ====================================================== Join the conversation at LIFTS LinkedIn: https://www.linkedin.com/company/liftspod 00:00 Introduction 02:15 The wellness consumer is everywhere 08:30 AI moves from analysis to intervention 19:40 Pilates, longevity, and wellness-driven demand 31:10 CES insights and industry context 43:00 24 Hour Fitness and the role of scale 56:30 What matters most moving forward

Welcome to the latest episode of L.I.F.T.S, your bite-sized dose of the Latest Industry Fitness Trends and Stories. Recorded live at the Los Angeles Pilates Journal Expo 2026, hosts Matthew Januszek and Mohammed Iqbal sit down with four of the most influential voices shaping the future of Pilates and boutique fitness. In this special multi-guest, in-person episode, we explore how Pilates is evolving, from inclusivity and accessibility to safety, innovation, equipment, and long-term industry growth. With Pilates experiencing a global boom, these leaders unpack what's working, what's broken, and where the method is truly headed next. Featured Guests: Khetanya Henderson | Founder of KKRU Pilates Studio & Wellness, discussing inclusivity, accessibility, and trauma-informed teaching. Maria Leone | Owner of Bodyline Pilates, master instructor, and expert witness on Pilates safety and equipment use. Andrea Speir | Celebrity Pilates trainer and founder of Speir Pilates, on contemporary Pilates, strength training, and market saturation. Cie'Jai Zarb | Founder & Editor-in-Chief of The Pilates Journal, sharing insights on industry growth, community building, and the future of Pilates education. Together, they break down the real conversations happening inside the Pilates industry: far beyond Instagram trends and explain why Pilates remains one of the most powerful modalities for longevity, performance, and mindful movement. In this episode, we cover: What inclusivity in Pilates really means (beyond buzzwords) Classical vs contemporary Pilates: what's the difference? Why safety, education, and equipment knowledge matter more than ever The impact of influencers, algorithms, and social media on fitness programming Pilates, strength training, aging, and long-term performance Market saturation, studio retention, and what comes next for boutique fitness How Pilates continues to evolve while honoring its foundations 👉 To learn more about The Pilates Journal, click here: https://pilatesjournal.com/ 👉 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 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 Opening & Pilates Journal Expo Introduction 01:00 Khetanya Henderson on Inclusivity in Pilates 06:30 Why Pilates Matters for Men & Longevity 15:00 Maria Leone's Journey & Pilates Evolution 21:00 Contrology, Safety & Industry Responsibility 33:30 Technology, Equipment & Digital Pilates 41:00 Andrea Speir on Contemporary Pilates 47:30 Market Saturation & Studio Survival 59:00 Cie'Jai Zarb on the Future of Pilates 1:10:00 Where Pilates Is Headed Next

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 David Sherman-Presser to unpack why the fitness industry is rapidly becoming a media business, and what that means for gym owners, operators, and brands trying to stay relevant in a creator-driven economy. They explore how attention, trust, and audience ownership are now just as important as equipment and square footage, why gyms are increasingly competing with creators rather than other gyms, and how platforms like YouTube are reshaping how fitness businesses are discovered, validated, and scaled. From validating gym concepts online before investing millions, to understanding how long-form content builds trust at scale, this conversation breaks down what it really takes to build a modern fitness brand in 2026 and beyond. In this episode, you'll learn: Why gyms are becoming media companies. How creators are changing the competitive landscape for fitness businesses. Why YouTube is a critical platform for trust and discovery. How gym owners can validate concepts digitally before scaling. The role of long-form content in building audience and authority. 👉 To learn more about Structure Creation, click here: https://structurecreation.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 Welcome to LIFTS 1:10 Why Fitness Is Becoming a Media Business 3:09 Trust, Attention, and Audience Data 5:17 Why YouTube Dominates Fitness Content 10:16 YouTube vs TikTok Explained 14:17 Gyms vs Creators 19:20 Complementing Physical Gyms With Digital Media 25:00 Validating Fitness Concepts Online 31:09 YouTube Strategies by Gym Size 37:18 Building Repeatable Content Formats 44:34 Key YouTube Takeaways 53:59 Final Thoughts

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 of, hosts Matthew Januszek and Mohammed Iqbal sit down with Dr. Bill Andrews: molecular geneticist, inventor, and telomere pioneer to explore what actually causes human aging and whether it can be slowed, stopped, or even reversed. Key topics covered: What telomeres are and why they determine human lifespan. Why aging isn't random, but biologically programmed. The real relationship between telomeres and cancer. How exercise, inflammation, and lifestyle impact cellular aging. Why most anti-aging products fail scientific scrutiny. The role of telomerase in extending cellular life. What longevity influencers often get wrong. Practical habits that may slow biological aging. 👉 To learn more about Dr. Bill Andrews' research, click here: https://sierrasci.com/dr-bill-andrews/ 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 Welcome to LIFTS 03:30 Introducing Dr. Bill Andrews 05:00 The Childhood Question That Sparked a Career 08:45 What Actually Causes Aging? 09:45 Telomeres Explained 14:30 Why Mice Are a Bad Aging Model 18:20 Telomeres, Cancer, and Mutation Rates 22:00 Gene Expression and Epigenetics 27:40 Inflammation, Wear & Tear, and Aging 33:45 Caloric Restriction and GLP-1s 36:30 Exercise, Endurance, and Longevity 42:10 Recovery Tech and Longevity Claims 47:30 Telomerase and Slowing Aging 55:00 Rapid-Fire Questions 56:30 Practical Longevity Habits 1:02:30 Final Thoughts

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 annual predictions special, hosts Matthew Januszek and Mohammed Iqbal are joined by Anthony Vennare, co-founder of Fit Insider, to review how their 2025 fitness predictions performed and to forecast what's coming in 2026. Key topics covered: Which 2025 fitness and wellness predictions actually came true. Why wearables and biometrics are becoming mainstream tools. The rise of GLP-1 drugs and their industry-wide impact. Why AI fitness apps may be heading toward a shakeout. How local, premium wellness concepts are outperforming big brands. Why strength training continues to dominate global fitness trends. The shift from aesthetics to holistic health and longevity. What 2026 holds for fitness, tech, and consumer behavior. 👉 To learn more about Fitt Insider, click here: https://insider.fitt.co/ 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 – Introduction & 2025 Prediction Scores 3:01 – Big Tech & Wearables: Hits and Misses 9:35 – Healthcare, Biometrics & Wearables 13:21 – VR Fitness and CGM Predictions 19:02 – Small & Mid-Market Fitness Trends 29:49 – GLP-1s and Consumer Behavior Shifts 37:15 – Offline Fitness & Community Growth 43:19 – Functional Beverages vs Alcohol 51:20 – AI in Fitness: Bubble or Breakthrough 56:40 – The Big Wellness Themes for 2026 1:01:08 – Final Thoughts & Wrap-Up

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 Mohit Kumar, Co‑Founder and CEO of Ultrahuman, to explore the explosive rise of smart rings and the future of wearable health technology. Topics covered include: Mohit's unconventional founder journey and early days in metabolic health. Why smart rings are outperforming other wearables in growth. Ultrahuman's approach to sleep, metabolism, and biomarkers. The high‑stakes patent battle with Oura and the U.S. import ban. What resilience really looks like for founders. The future of AI, battery life, and ring‑based health tracking. Why sleep is becoming the most important performance metric. 👉 To learn more about Ultrahuman, click here: https://www.ultrahuman.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 Welcome to LIFTS & sleep score discussion 1:45 The rise of smart rings in health tech 3:00 Mohit Kumar's founder journey 8:00 Why Ultrahuman chose the ring form factor 12:20 Competing with Oura and market positioning 15:45 Clinical‑grade insights and no‑subscription model 22:10 The U.S. patent ruling and import ban 27:00 Resilience, redesigns, and next steps 33:30 The future of smart rings and battery life 44:30 Rapid‑fire questions 49:00 Final takeaways and closing thoughts

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 are joined by Dr. Nick Barringer, a former U.S. Army performance leader, tactical nutrition expert, and human performance consultant, to explore how tactical training principles translate to success in business, leadership, and everyday life. With over two decades of experience working with elite military units, high-performance athletes, and executive leaders, Nick breaks down what it really takes to perform under pressure: from decision-making while sleep-deprived, to building resilience, discipline, and sustainable habits that carry over far beyond the battlefield. This conversation bridges the worlds of fitness, leadership, mindset, and strategy, offering practical insights that entrepreneurs, executives, and high performers can apply immediately. In this episode, we cover: Why executives should think of themselves as "corporate athletes." How sleep deprivation impacts decision-making and performance. Tactical principles that improve leadership under pressure. The role of fitness and conditioning in mental resilience. Nutrition and supplementation strategies for high-stress environments. What elite military training can teach us about business and life. Why embracing discomfort is essential for long-term growth. 👉 To learn more about Nick Barringer, click here: https://drnickbarringer.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 – Introduction 2:33 – Tactical Performance vs Executive Leadership 9:05 – Sleep Deprivation & Decision Making 13:25 – Consistency & Daily Schedule 18:52 – Creatine, Caffeine & Nitrates 20:02 – Ideal Day of Nutrition 24:19 – Managing Stress & UFC Fighters 33:52 – Mental Toughness Under Fatigue 37:32 – Elite Soldier Physical Standards 43:53 – 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. In this episode, hosts Matthew Januszek and Mohammed Iqbal sit down with Jay Worthy, CEO of Myzone, and Vahid Zadeh, CTO of Myzone, to explore the real future of wearable fitness technology, human motivation, and behavioral science. With data fatigue growing across the fitness industry, this conversation reveals why more metrics don't always lead to better results and what truly drives long-term engagement. Key Topics Covered: • Why most wearables lose users after 3-6 months. • The real science behind motivation and habit formation. • Data fatigue vs. meaningful fitness insights. • Why effort beats steps, HRV, and raw metrics. • How Myzone uses behavioral science to boost consistency. • The truth behind the 10,000-step myth. • How Myzone Go removes barriers to entry for gym members. • Why community is the most powerful fitness motivator. 👉 To learn more about Myzone, click here: myzone.org 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 – Episode Introduction 02:34 – Guest Introductions: Jay Worthy & Vahid Zadeh 05:15 – Are Wearables Creating Data Overload? 08:25 – Why Data Alone Fails to Motivate 11:30 – The Origin of the 10,000-Step Myth 14:50 – Motivation, Goals & Community 17:55 – Myzone Go Explained 21:40 – Effort as the Universal Fitness Metric 24:00 – Why Forgiveness Matters in Fitness Tracking 26:45 – Social Media Psychology & Behavior Change 30:30 – How Myzone Builds High-Quality Motivation 33:35 – Community as the Ultimate Engagement Tool 35:44 – Final Thoughts & Wrap-Up

In this episode of LIFTS, Matthew Januszek and Mohammed Iqbal sit down with Will Brereton: longtime group fitness leader, Les Mills presenter, and founder of SH1FT Fitness. They dive deep into how group fitness has evolved over the decades, why hybrid community is the new frontier, and how instructors, technology, and member expectations have transformed. Will shares powerful insights from the front lines of group exercise across NZ, the UK, Europe, and the U.S. This episode is essential listening for club operators, instructors, boutique owners, and anyone passionate about the future of fitness. Key Topics Covered: • The five historical eras of group fitness and the new hybrid community era. • Why Gen Z treats the gym like a social hub, even replacing nightlife. • How meaningful interaction drives 2-3x higher retention. • Why instructors are harder to find and how tech is filling the gap. • The changing role of certifications and what members actually want. • Where Pilates, strength, and boutique programming are heading next. • Why big 'rock-star' classes faded and which events replaced them. • How digital fits into real‑world class experiences today.   👉 To learn more about Will Brereton click here: https://www.linkedin.com/in/will-brereton-991a0138/ 👉 To learn more about SH1FT, click here: https://sh1ftfitness.net/   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 Introduction 00:38 Guest Intro: Will Brereton 02:07 History of Group Fitness 04:43 Pandemic: The Biggest Inflection Point 09:55 Gen Z and the Social Fitness Shift 11:22 Why Group Fitness Drives Retention 15:00 Technology in Group X: Does It Help or Hurt? 20:24 Instructor Pay and Industry Challenges 25:00 Competency vs. Perfection in Teaching 28:44 Belonging vs. Progression in Group Fitness 30:55 Are Big Rock‑Star Classes Coming Back? 34:58 Hybrid, Digital, and Tech Trends 43:25 Where Group Fitness Is Heading Next 47:06 Final Takeaways 48:00 Closing Thoughts

In this episode of LIFTS, Matthew and Mohammed sit down with Hazlo founder Sam Moore to explore the cultural, psychological, and physiological shift away from alcohol. They dive deep into the rise of sober‑curious culture, the influence of wearables on health behavior, the real effects of alcohol on mood and sleep, and the explosive growth of alcohol alternatives. Sam shares his personal journey from high‑stress corporate drinking culture to building Hazlo: a functional beverage designed to elevate mood, focus, and presence without the physical cost of alcohol. Key topics include: • Gen Z's 25% lower alcohol consumption and the rise of sober‑curious culture. • How wearables like Oura are changing the conversation about alcohol's impact. • Why alcohol affects sleep, mood, HRV, readiness, and long‑term inflammation. • Sam Moore's journey from heavy social drinking to mindful performance‑based habits. • The science behind Hazlo's functional ingredients and how they alter mood and focus. • The future of THC beverages, kava, kratom, and the broader alcohol‑alternative space. • How habit formation, ritual, and psychology influence drinking behavior. • Why alcohol usage may eventually resemble cigarettes in regulation and perception. • The shift toward "situational consumption" different drinks for different environments.   👉 To learn more about Sam Moore click here: https://www.linkedin.com/in/sam-e-moore/ 👉 To learn more about Hazlo click here: https://drinkhazlo.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/   00:00 Intro: Why We're Drinking Less 00:55 The Post‑Alcohol Generation 03:35 Meet Sam Moore of Hazlo 07:00 Matthew's Relationship with Alcohol 10:43 Sam's Early Drinking Culture Story 15:27 Wearables, Mood Tracking & Performance 19:28 Light Drinking vs. Dependency 22:50 Exploring Today's Alcohol Alternatives 28:07 What Hazlo Does in the Body 32:15 The Future of Alcohol, THC & Kava 41:33 Sugar, Nicotine & Addiction Parallels 44:30 How People Actually Change Habits 47:23 Final Takeaways 52:27 Where to Find Hazlo 53:05 Outro