Escape Your Limits & LIFTS

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.

Escape Your Limits & LIFTS is a health podcast hosted by Matthew Januszek, with 492 episodes on record and a Required Pod Score of 80.

Matthew Januszek hosts Escape Your Limits & LIFTS, a health show with 492 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #144

  Planet Fitness, HYROX & Padel | Clues to Fitness's Next Big Shift?

  Oct 4, 2026—

  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 James Hurlock, founder of Fitura Brands, to explore some of the biggest shifts currently reshaping fitness, sport and wellness. James has spent much of his career building and scaling fitness brands internationally. He played a key role in the global growth of F45, which expanded to more than 1,800 locations across 60+ countries, before becoming the founding CEO of FS8. Today, he is building Fitura Brands around three areas he believes represent major opportunities in the market: padel, reformer Pilates and recovery. The conversation starts with Planet Fitness and its evolving brand and product. As strength becomes more important and lower-cost operators add more services and experiences, can established fitness brands modernise without losing sight of the customer they were originally built for? The discussion then turns to HYROX and its rapid global growth. Is HYROX still a fitness event, or has it created something much bigger around competition, community and lifestyle? And with significant room for expansion in the US, where could the brand go next? James also shares his perspective on the growth of padel and what recent participation data could tell us about the future of racket sports in the US. Finally, James explains the thinking behind Fitura Brands and its three concepts Padel SWT, Core Precinct and Contrast Theory and why bringing together sport, training, Pilates and recovery could reflect a much broader shift in what consumers want from fitness and wellness facilities. As the traditional gym evolves into something increasingly connected to sport, recovery, community and lifestyle, are Planet Fitness, HYROX and padel giving us clues about what comes next? In this episode, we cover: How Planet Fitness is evolving its brand and gym floor Whether big-box gyms risk trying to be everything to everyone Why the fitness middle market could face increasing pressure What HYROX's growth means for gyms and fitness operators Why the US represents a major opportunity for HYROX Why padel is attracting increasing attention What participation trends could mean for racket sports Why sport, fitness and recovery are increasingly converging The thinking behind Fitura Brands Why knowing your member and demonstrating value still matters Guest: James Hurlock LinkedIn: https://www.linkedin.com/in/jameshurlock/ Fitura Brands: https://fiturabrands.com/ Padel SWT: https://padelswt.com/ Core Precinct: https://coreprecinct.com/ Contrast Theory: https://contrastheory.com/ Sponsored by Fitness On Demand and EGYM Fitness On Demand: https://www.fitnessondemand247.com/ EGYM: https://egym.com/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising opportunities. Watch the full episode on YouTube: https://youtu.be/pLaV1TQz3Dw Listen on Apple Podcasts: https://podcasts.apple.com/gb/podcast/escape-your-limits-lifts/id1321349827/ Subscribe to the LIFTS Newsletter: https://www.liftspodcast.com/newsletter Follow LIFTS on LinkedIn: https://www.linkedin.com/company/liftspod Follow LIFTS on Instagram: https://www.instagram.com/lifts.podcast/ Chapters 00:00 Planet Fitness, HYROX & Padel – What's Changing in Fitness? 04:02 Planet Fitness: Rebranding the Low-Cost Gym 14:45 HYROX: From Fitness Race to Global Phenomenon 23:45 Sponsor – Fitness On Demand 24:13 Why HYROX Could Explode in the US 30:30 Padel vs Pickleball: What's the Next Racket Sport Boom? 37:20 Fitura Brands: Bringing Play, Train & Recover Together

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  Episode #143

  Australia Special: Is Australia Showing Us What's Next in Fitness?

  Sep 27, 2026—

  Why does Australia continue to punch above its weight in the global fitness industry? In this Australian special of LIFTS, Matthew Januszek is joined by Mohammed Iqbal, reporting from Melbourne after spending the week meeting BFT, KX Pilates and Strong Pilates. Matthew and Mo explore why Australia has become such an influential fitness market and what operators elsewhere could learn from its approach to franchising, Pilates, member engagement, community, recovery and competitive fitness. They look at how Pilates has become a mainstream part of Australian wellness culture, why Australian fitness entrepreneurs have successfully taken concepts around the world, and why Mo believes the market puts greater emphasis on retention and engagement than many operators in the US. They also take a closer look at BFT, from Recovery 10X to its Podium competitive format, and discuss the role events such as HYROX are playing in building communities beyond the four walls of the gym. Finally, Mo shares one of his biggest observations from the trip: the acceleration of longevity and wellness and why the next generation of concepts to emerge from Australia could look very different from the fitness franchises that came before them. Is Australia showing the rest of the fitness industry what's next? Chapters 0:00 Why Australia Punches Above Its Weight in Fitness 06:38 Australia's Fast-Growing Fitness Trends & Pilates Boom 15:40 KX, Strong Pilates & the Australian Franchise Playbook 22:29 Sponsor – EGYM 23:00 Why Australia Focuses on Retention & Community 31:02 BFT, Recovery, Podium & Competitive Fitness 41:05 Is Longevity Australia's Next Big Fitness Export? Sponsored by Fitness On Demand and EGYM Fitness On Demand: https://www.fitnessondemand247.com/ EGYM: https://egym.com/ Subscribe to the LIFTS Newsletter: https://www.liftspodcast.com/newsletter Listen on Apple Podcasts: https://podcasts.apple.com/gb/podcast/escape-your-limits-lifts/id1321349827

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  Episode #142

  Are the Biggest Fitness Brands Losing Their Grip on the Consumer?

  Sep 20, 202642 min

  Is the fitness industry still telling consumers what they want — or are consumers increasingly telling the industry what it needs to deliver? In this episode of LIFTS, Matthew Januszek and Mohammed Iqbal unpack some of the biggest stories shaping health, fitness and wellness. They discuss the questions being raised around wearable accuracy, how WeightWatchers has responded to the rise of GLP-1s, and why consumers using GLP-1s could represent an important opportunity for the fitness industry. They also look at the changing gym floor as value operators move towards more premium experiences and consumers become increasingly knowledgeable about specific equipment brands, training modalities and recovery. With new equipment companies building audiences through social media and digital-first strategies, Matthew and Mo ask whether some of the industry's established brands risk losing relevance with a new generation of consumers. Plus, they discuss new strength research suggesting consistency beats complexity, and why creating sustainable exercise habits could be more important than increasingly complicated programming. Are the biggest fitness brands still shaping the consumer — or is the consumer now shaping them? Chapters 00:00 Are Consumers Taking Control of Fitness? 00:44 The Biggest Stories Shaping the Fitness Industry 01:08 Can You Trust Your Wearable? 06:50 WeightWatchers, GLP-1s & the Fitness Opportunity 12:25 Why Value Gyms Are Going Premium 15:47 Is the Consumer Now Driving the Gym Floor? 19:23 Sponsor – Fitness On Demand 19:50 Are Single-Brand Gym Floors Becoming Outdated? 27:54 What's Happening With FitLab? 30:39 Why Consistency Beats Complexity in Strength Training 36:15 What Does the Future of Fitness Look Like? Sponsored by Fitness On Demand and EGYM Fitness On Demand: https://www.fitnessondemand247.com/ EGYM: https://egym.com/ Subscribe to the LIFTS Newsletter: https://www.liftspodcast.com/newsletter Apple Podcasts: https://podcasts.apple.com/gb/podcast/escape-your-limits-lifts/id1321349827

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  Episode #141

  LIFTS Episode 141 – The YMCA Is Over 180 Years Old. How Have Its Gyms Stayed So Relevant?

  Sep 13, 202641 min

  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 recorded live at the Life Fitness and Hammer Strength YMCA Innovation Summit, where they're joined by four YMCA leaders: Boyd Williams, Hodge Patterson, Crystal Trawick and Ernest Kaehler. The YMCA has been around for more than 180 years, yet it continues to operate in a fitness industry transformed by new technology, changing consumer expectations, boutique concepts, strength training, recovery and an increasingly sophisticated member. So how has it stayed relevant? Boyd Williams, CEO of YMCA of the Pikes Peak Region, explains why community remains the organisation's north star. While equipment, facilities and technology are important, he believes they are ultimately a conduit for building relationships, creating healthier lifestyles and making a lasting impact on people's lives. Hodge Patterson, Chief Executive Officer of Santa Monica Family YMCA, discusses why the YMCA has always been about much more than "gym and swim". From fitness and wellness to social responsibility and community programmes, he shares how the Y has become part of the social infrastructure of Santa Monica and why that role became particularly clear during the Palisades fire when members simply said, "Meet you at the Y." The conversation also looks at the business fundamentals required to sustain that mission. Hodge discusses the importance of creating value rather than relying on discounting, while Crystal Trawick, Vice President of Healthy Living at YMCA of Greater Charlotte, explains why "there is no mission if there's no margin." Crystal also shares how different YMCA locations are adapting to the specific needs of the communities they serve. That can mean recovery and Pilates reformer in one location and digital literacy programmes for older adults in another. She explains why innovation doesn't always need to be flashy or expensive and how AI can help remove administrative tasks, giving teams more time to focus on the member experience. Finally, Ernest Kaehler, Senior Operations Director at St. Paul Midway YMCA, discusses how younger generations are changing expectations of the gym floor. While boomers have traditionally been an important YMCA demographic, Gen Z members are increasingly looking for plate-loaded strength equipment, different layouts and a different training experience. Across four very different YMCA communities, one message remains consistent: staying relevant isn't about chasing every new fitness trend. It's about understanding your community, building relationships and continuing to evolve without losing sight of your purpose. In this episode, we cover: How the YMCA has remained relevant for generations Why community remains its north star Why relationships can transcend fitness trends How technology and AI can support rather than replace human connection Why every YMCA needs to reflect the community it serves How the YMCA is moving beyond the traditional perception of "gym and swim" Why creating value can be more powerful than discounting The importance of balancing mission with commercial sustainability How recovery, Pilates, HYROX and holistic health are changing member expectations Why Gen Z is changing the gym floor How social media is influencing younger members' training expectations What the wider fitness industry can learn from the YMCA's longevity Recorded at the Life Fitness & Hammer Strength YMCA Innovation Summit. Life Fitness: https://www.linkedin.com/company/life-fitness/ https://www.instagram.com/lifefitnessofficial/ 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 What Can Fitness Learn From the YMCA? 2:09 Why It's Not Just About the Equipment 3:42 Community as the YMCA's North Star 5:23 Staying Relevant as Communities Change 9:35 More Than Gym & Swim 15:04 "Meet You at the Y" – The Power of Community 20:30 Create Value, Don't Discount It 22:03 Why One Size Doesn't Fit Every Community 25:07 Innovation, AI & the Member Experience 28:11 "There Is No Mission If There's No Margin" 29:54 Beyond Gym & Swim: The Future of YMCA Fitness 32:27 How the Next Generation Is Changing the Gym Floor 38:38 Social Media, Influencers & Building Trust

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  Episode #140

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

  Sep 6, 202642 min

  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?

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