Escape Your Limits & LIFTS

Matthew Januszek

LIFTS: Every week, our intrepid hosts Matthew Januszek of Escape Fitness and Mo Iqbal of SweatWorks will discuss the breaking fitness industry news, providing their own perspective on the headlines whilst provoking thoughts and conversations. All delivered in a quick-fix, approximately 30-minute podcast. ESCAPE YOUR LIMITS: Inside the minds of fitness industry influencers. Find out what drives, fuels and motivates the leaders in health and fitness. Each episode of Escape Your Limits reveals the mental, physical and emotional ingredients involved in standing out above everybody else. Discover why successful people keep going when most people stop, and what keeps them going day after day. It's not about shortcuts for dreamers; these people prove that constant hard work fueled by the right frame of mind is what makes dreams a reality. Join Matthew Januszek, co-founder of Escape Fitness, as he delves into the mindset of leadership and success.

  1. 1d ago

    LIFTS Episode 140 – Your Members Know More Than You Think | Life Fitness

    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 visit Life Fitness and Hammer Strength HQ in Chicago, where they're joined by Andrew Mahadevan and Dan Wille from Life Fitness to explore how a more informed and increasingly demanding fitness consumer is shaping the future of the industry. Today's gym members know more than ever before. Social media, podcasts, athletes and creators have transformed how people learn about training, discover equipment and decide what they want from their gym. Members can now walk into a facility knowing the exact machine they want to use, the movement they want to perform and even the muscle they want to target. Andrew and Dan discuss how this shift is influencing equipment design and product development, including the resurgence of classic strength movements and equipment, the growth of highly specific training trends and the challenge of deciding which trends have genuine staying power. They also explore the impact of social media on fitness education. While it has created greater awareness and helped bring more people into fitness, it has also created a challenge for operators and manufacturers as consumers increasingly learn how they want to train from online content regardless of whether the information they're receiving is accurate. The conversation moves on to the balance between building best-in-class individual products and creating a connected ecosystem. With equipment often representing a five-to-seven-year relationship, Life Fitness believes both the individual product and the wider experience around it matter. AI is also changing how the business operates. Andrew and Dan explain how Life Fitness is using AI to enable its teams, improve collaboration, make faster decisions and potentially shorten product development cycles. Looking ahead, consumer expectations are only likely to increase. Fitness and wellness are expanding beyond the traditional gym into multifamily housing, hospitality and other environments, creating opportunities for brands that can deliver a clear and relevant experience wherever the consumer wants to train. As Dan explains, "People aren't buying workouts… they're buying a lifestyle." In this episode, we cover: How increasingly knowledgeable members are influencing equipment design Why classic strength equipment and movements are making a comeback The positive and negative impact of social media on fitness education How Life Fitness identifies which fitness trends are worth investing in Why fitness brands can't be everything to everybody The balance between best-in-class products and connected ecosystems Who really owns the member experience How data could create more personalised fitness experiences How AI is changing the way Life Fitness works Why consumer expectations will continue to rise The growth of fitness across multifamily, hospitality and other environments Why people are increasingly buying a lifestyle, not simply a workout Find out more about Life Fitness: https://www.lifefitness.com/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com 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 People Aren't Buying Workouts Anymore 0:59 Inside Life Fitness & Hammer Strength HQ 2:24 The Fitness Consumer Has Changed 6:23 Old-School Strength Meets New Technology 12:15 Which Fitness Trends Are Worth Betting On? 18:52 Equipment vs Ecosystem: What Does the Future Look Like? 24:46 Who Owns the Member Experience? 30:23 Connected Fitness, Data & Building Better Habits 34:07 How AI Is Changing Life Fitness 38:09 What Will Fitness Look Like in Five Years?

  2. Aug 30

    LIFTS Episode 139 – The Member Has Changed. Has the Fitness Industry? | ABC Fitness Round Table

    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 Tony Small, co-founder of Replify, Richard Earney, National Wellness Director at Midtown Athletic, and Mason Levey, co-founder of Y7 Studio, for a special round table recorded live at an exclusive VIP dinner in Chicago, brought together in partnership with ABC Fitness. The fitness consumer is changing. From AI and GLP-1s to wellness, longevity, social media and shifting demographics, the expectations people have of fitness businesses are evolving quickly. The panel explores how younger generations are engaging with fitness differently and whether gyms, studios and health clubs are becoming important spaces for real-world connection. With ABC Fitness data showing Gen Z and Millennials joining and using fitness facilities at higher rates, what does the next generation of members actually want from the industry? They also discuss the growing convergence of fitness, health and wellness, including the impact of GLP-1s and whether fitness businesses should broaden the services they offer or remain focused on their core areas of expertise. The conversation then turns to AI and how technology could help operators deliver more personalised experiences. Rather than using technology primarily to acquire new members, could AI help businesses understand individuals better, communicate with them at the right time and ultimately help create stronger fitness habits? Ultimately, as consumers become more informed, more connected and more demanding, the question is whether the fitness industry can evolve quickly enough to keep pace. In this episode, we cover: How the fitness consumer is changing Why younger generations are engaging with fitness differently Whether fitness is becoming a new kind of social space GLP-1s and the convergence of fitness, health and wellness Whether fitness businesses should expand beyond their core offering Why how exercise makes people feel could become more important How AI could transform the member experience The move from mass communication towards personalisation How technology could help operators build stronger fitness habits Why human connection remains critical as technology evolves Find out more about ABC Fitness - https://abcfitness.com  Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com 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 Member Has Changed. Has the Fitness Industry? 3:48 Is Fitness Becoming the New Third Space? 10:32 GLP-1s, Wellness & the New Health Consumer 16:19 How AI Is Changing the Fitness Industry 24:28 Does Fitness Need to Rebrand Itself? 29:27 Can AI Help Build Better Fitness Habits? 33:32 Are Consumer Expectations Changing Faster Than Fitness?

  3. Aug 25

    LIFTS Episode 138 – ABC Fitness Mid Year Report: The Fitness Industry Has a Habit Problem

    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 unpack the findings from the ABC Fitness Wellness Watch: Summer 2026 – The Reinforcement Shift report and explore what the latest consumer data tells us about the changing fitness industry. For years, the industry has focused on access, inspiration, new equipment, new workouts and attracting more members. But the latest data suggests the bigger opportunity isn't simply getting people to join; it's helping them keep going. With new gym joins down 9% year-on-year, but existing members showing greater consistency, Matthew and Mo discuss why accountability, reinforcement and habit formation could become increasingly important for operators. They explore why Gen Z now represents 46% of new gym joins, what fitness can learn from Duolingo's approach to creating long-term habits, and why the growing home fitness community could represent both an opportunity and a challenge for traditional gyms. The conversation also looks at Peloton's evolving business model, the role of personalisation, and how AI could give operators new ways to understand, communicate with and support members both inside and outside the gym. Ultimately, the question is shifting from who owns the member to who owns the habit? In this episode, we cover: Why the fitness industry has a habit problem Why 46% of new gym joins are Gen Z What fitness can learn from Duolingo about habit formation Why consumers are spending more on studio fitness The growing home fitness community Peloton, personalisation and connected fitness Why gyms need to think beyond what happens inside their four walls How AI could transform member engagement and retention Why the future could belong to the brands that own the habit 📊 Download the FREE ABC Fitness Wellness Watch: Summer 2026 – The Reinforcement Shift report: https://abcfitness.com/ebook/wellness-watch-report-summer-2026-the-reinforcement-shift/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com 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 Fitness Industry Has a Habit Problem 4:37 Gen Z Now Drives 46% of New Gym Joins 7:09 What Fitness Can Learn From Duolingo 11:49 The Opportunity Beyond Traditional Gym Members 18:52 EGYM 19:21 The Hidden Home Fitness Community 24:24 Peloton, Personalisation & Habit Formation 40:40 How AI Could Transform the Gym Experience

  4. Aug 17

    LIFTS Episode 137 – The Future of Fitness Won't Be Built Around Equipment | Andy Peat

    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 Andy Peat, CEO of Fitness On Demand and Chief Brand & Product Officer at Snap Fitness. The future of the gym isn't just about adding more equipment. As consumer expectations change, operators are increasingly looking at how technology, content, AI and personalisation can create better experiences and stronger connections with members. Andy shares how Fitness On Demand is evolving beyond digital workout content towards a wider technology ecosystem for gyms, and how his role at Snap Fitness gives him a unique perspective on the challenges facing operators. He explains why AI's biggest opportunity may not be building workouts, but improving lead generation, sales, onboarding, customer service and operational efficiency. The conversation also explores changing consumer behaviour, the growth of female strength training, recovery and Pilates, and how these trends are influencing the physical design of gyms and the technology members interact with inside them. In this episode, we cover: How Fitness On Demand is evolving beyond workout content Why the future of fitness won't be built around equipment alone Where gym operators should really be using AI How AI could transform leads, sales and customer service The changing expectations of today's fitness consumer The growth of strength training, recovery and Pilates How technology and content are influencing gym design The future of connected, personalised fitness experiences 👉 Connect with Andy Peat  LinkedIn: Andy Peat on LinkedIn Instagram: Andy Peat on Instagram Follow Fitness On Demand: LinkedIn: Fitness On Demand on LinkedIn Instagram: Fitness On Demand on Instagram Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising opportunities. Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: LIFTS on YouTube Or if you prefer, you can receive the latest news direct to your inbox by subscribing here: Subscribe to the LIFTS newsletter Join the conversation at LIFTS: LinkedIn: LIFTS on LinkedIn or Instagram: LIFTS on Instagram This episode is brought to you by our partners, EGYM and Fitness On Demand. Learn more: EGYM Fitness On Demand Timestamps 00:00 How Fitness Consumer Behaviour Is Changing 06:03 From Fitness Content to a Gym Operating System 14:10 Gen Z, Female Strength Training & Recovery 17:30 Where Gyms Should Really Be Using AI 21:14 AI, Customer Service & Selling Memberships 25:28 Will AI Agents Replace Human Customer Service? 32:31 Building the Connected Gym Experience 37:07 How Technology Is Changing Gym Design 39:22 Strength, Recovery & the Changing Gym Floor 44:32 The Future of AI, Content & Personalisation

  5. Aug 9

    LIFTS Episode 136 – The Man Who Built Boutique Fitness Reveals What's Next | Anthony Geisler

    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 wendy@liftspodcast.com 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

  6. Aug 2

    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 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 wendy@liftspodcast.com 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

  7. Jul 26

    LIFTS Episode 134 – Everything You Know About Longevity Is Probably Wrong | Oliver Patrick

    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 wendy@liftspodcast.com 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

  8. Jul 19

    LIFTS Episode 133 – Latin America's $7.5 Billion Opportunity | The Fitness Market Everyone Is Missing

    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 wendy@liftspodcast.com 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

See All (486)

4.9
out of 5
67 Ratings

About

LIFTS: Every week, our intrepid hosts Matthew Januszek of Escape Fitness and Mo Iqbal of SweatWorks will discuss the breaking fitness industry news, providing their own perspective on the headlines whilst provoking thoughts and conversations. All delivered in a quick-fix, approximately 30-minute podcast. ESCAPE YOUR LIMITS: Inside the minds of fitness industry influencers. Find out what drives, fuels and motivates the leaders in health and fitness. Each episode of Escape Your Limits reveals the mental, physical and emotional ingredients involved in standing out above everybody else. Discover why successful people keep going when most people stop, and what keeps them going day after day. It's not about shortcuts for dreamers; these people prove that constant hard work fueled by the right frame of mind is what makes dreams a reality. Join Matthew Januszek, co-founder of Escape Fitness, as he delves into the mindset of leadership and success.

Information

You Might Also Like