Escape Your Limits & LIFTS

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 LIFTS, hosts Matthew Januszek and Mohammed Iqbal sit down with Brian von Ancken, wellness entrepreneur and mastermind community leader, to dive into the future of fitness, biohacking, and collaborative innovation. From protein cold foam to recovery clogs, and even fecal transplants, nothing is off the table.   Key Topics Discussed: * Brian’s journey scaling brands like Tough Mudder, Barry’s, and Othership. * How his mastermind group connects over 200 wellness entrepreneurs. * Elite athlete fecal transplants: biohacking or bizarre?. * The explosion of protein products in mainstream retail. * Innovation in recovery footwear and smart shoes. * How to responsibly vet science and trends in wellness. * Why American foods still use dyes banned in Europe. * The rise of wellness as the new luxury experience. * Building a supportive and ethical health industry community. 👉 Learn more about Brian von Ancken: https://www.joinwgm.com/ [https://www.joinwgm.com/] Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@escapefitness.com for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness [https://www.youtube.com/user/EscapeFitness] 🛒 Shop gym equipment: https://escapefitness.com/shop [https://escapefitness.com/shop] 📘 View our full catalog: US – https://escapefitness.com/support/catalog [https://escapefitness.com/support/catalog] UK – https://escapefitness.com/support/catalogue [https://escapefitness.com/support/catalogue] Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness [https://www.facebook.com/Escapefitness] Instagram: https://www.instagram.com/escapefitness [https://www.instagram.com/escapefitness] Twitter: https://www.twitter.com/escapefitness [https://www.twitter.com/escapefitness] LinkedIn: https://www.linkedin.com/company/escapefitness/ [https://www.linkedin.com/company/escapefitness/]   0:00 Intro + Cold Open Topics 0:36 Catch-up with Matthew and Mo 1:06 Tonal Gains + Hume Health Scale 4:44 Matthew’s Fasting Protocol 7:56 Guest Introduction: Brian von Ancken 9:21 Wellness Silo Breakdown & Integration 11:40 Elite Athlete Fecal Transplants 17:15 Protein Goes Mainstream 25:04 Recovery Innovation: Super Shoes & Clogs 31:26 Wellness as the New Luxury 33:58 Science, Skepticism, and Marketing 36:16 Artificial Dyes and Food Ethics 38:54 Brian’s Final Thoughts 40:17 Outro + Final Reflections

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories. Matthew and Mo sit down with Edward Hertzman, founder of Athletech News, to unpack insights from last week’s Innovation Summit in NYC. From fitness industry disruption and wearable tech to rethinking health outcomes and branding, they explore where the industry is heading. Key takeaways include: * Why the fitness industry may need a new name. * The dangers of unregulated TRT use and peptide clinics. * Tracking actual health outcomes instead of just gym check-ins. * The role of wearables in reshaping accountability and personalization. * How HVLP models like EOS and Crunch are thriving. * The strategic value of long-term thinking in event planning. * What disruption in fitness can learn from other industries. * The surprising power of fashion and discipline in health branding. * Opportunities for collaboration across wellness, hospitality, and tech. 👉 Learn more about Athletech News: https://athletechnews.com/ [https://athletechnews.com/] 👉 Learn more about Edward Hertzman: https://www.linkedin.com/in/edward-hertzman-2401b38/ [https://www.linkedin.com/in/edward-hertzman-2401b38/] Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@escapefitness.com for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness [https://www.youtube.com/user/EscapeFitness] 🛒 Shop gym equipment: https://escapefitness.com/shop [https://escapefitness.com/shop] 📘 View our full catalog: US – https://escapefitness.com/support/catalog [https://escapefitness.com/support/catalog] UK – https://escapefitness.com/support/catalogue [https://escapefitness.com/support/catalogue] Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness [https://www.facebook.com/Escapefitness] Instagram: https://www.instagram.com/escapefitness [https://www.instagram.com/escapefitness] Twitter: https://www.twitter.com/escapefitness [https://www.twitter.com/escapefitness] LinkedIn: https://www.linkedin.com/company/escapefitness/ [https://www.linkedin.com/company/escapefitness/]   00:00 – Welcome and Introductions 02:17 – Edward Recaps the Innovation Summit 06:44 – NAD, TRT, and Biohacking Trends 09:07 – Fitness Industry Identity Crisis 13:01 – Rethinking Health Metrics and ROI 18:13 – Why the Industry Doesn’t Collaborate 22:53 – Tracking Health Outcomes in Gyms 27:44 – Disruption and Outsider Innovation 32:17 – HVLP Growth and Private Equity 36:01 – What’s Going on with Orange Theory? 41:35 – The Rise of Wearables in Fitness

In this special LIFTS recap episode, hosts Matthew Januszek and Mohammed Iqbal are joined by fitness futurist Emma Barry to reflect on their shared experience at the Athletech News Innovation Summit in New York. From immersive biohacks to political debates, the conversation gets real, raw, and reveals what’s next for the fitness industry.   This episode covers: * Firsthand reviews of NAD+ infusions, ShiftWave, and the Immortal experience. * Debates around GLP-1 drugs, longevity trends, and influencer-led wellness. * Insights on turning fitness from a trend into front-line healthcare. * What Japan teaches us about childhood obesity – and why the U.S. is lagging. * Emma Barry’s call to arms: Prepare for disruption, or be left behind. * Big Pharma, Big Food, and the uphill battle for consumer health. * Why AI’s future in fitness lies in context and personalization. * The struggle to have real conversations when investors are watching. * Is wellness finally mainstream – or still misunderstood? * What made this summit different – and why it matters. 👉 Learn more about Emma Barry: https://www.linkedin.com/in/emmabarryistrouble/ [https://www.linkedin.com/in/emmabarryistrouble/] Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@escapefitness.com for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness [https://www.youtube.com/user/EscapeFitness] 🛒 Shop gym equipment: https://escapefitness.com/shop [https://escapefitness.com/shop] 📘 View our full catalog: US – https://escapefitness.com/support/catalog [https://escapefitness.com/support/catalog] UK – https://escapefitness.com/support/catalogue [https://escapefitness.com/support/catalogue] Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness [https://www.facebook.com/Escapefitness] Instagram: https://www.instagram.com/escapefitness [https://www.instagram.com/escapefitness] Twitter: https://www.twitter.com/escapefitness [https://www.twitter.com/escapefitness] LinkedIn: https://www.linkedin.com/company/escapefitness/ [https://www.linkedin.com/company/escapefitness/]   00:00 – Intro + Innovation Summit Debrief 02:30 – Biohacking at the Summit (NAD+, ShiftWave, Immortal) 10:30 – Keynote Highlights & Industry Disruption 14:30 – Political Tensions & Healthcare Reform 25:00 – Mo's Shocking Healthcare Statistics 28:00 – The Japan Model: Early Intervention and Respect 33:00 – Addiction, GLP-1s, and the Challenge of Change 36:00 – Influencers vs. Institutions: Who’s Leading Wellness? 45:00 – Big Themes & Final Takeaways 50:00 – Outro + Thank You to Athletech Team

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories. This week, Matthew and Mohammed are joined by product strategy expert Ben Foster, former Chief Product Officer at Whoop. Together, they unpack the latest controversies in wearable tech, including Whoop 5.0’s backlash, fitness subscription models, and what it really means to build customer-centric products in the AI era. They also touch on celebrity-brand partnerships, data overload in fitness apps, and what the future of health optimization looks like. A must-listen for anyone building in fitness tech or navigating today’s quantified world. 👉 Learn more about Ben Foster: https://www.linkedin.com/in/benfoster/ [https://www.linkedin.com/in/benfoster/] Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@escapefitness.com for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness [https://www.youtube.com/user/EscapeFitness] 🛒 Shop gym equipment: https://escapefitness.com/shop [https://escapefitness.com/shop] 📘 View our full catalog: US – https://escapefitness.com/support/catalog [https://escapefitness.com/support/catalog] UK – https://escapefitness.com/support/catalogue [https://escapefitness.com/support/catalogue] Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness [https://www.facebook.com/Escapefitness] Instagram: https://www.instagram.com/escapefitness [https://www.instagram.com/escapefitness] Twitter: https://www.twitter.com/escapefitness [https://www.twitter.com/escapefitness] LinkedIn: https://www.linkedin.com/company/escapefitness/ [https://www.linkedin.com/company/escapefitness/]   00:00 – Intro + Today's Topics 02:00 – Mohammed’s Workout Program Update 05:29 – Introducing Ben Foster 08:35 – Whoop 5.0 Controversy 13:00 – Reddit vs. Reality 18:30 – Subscription Models Explained 25:40 – Customer ROI & Business Value 27:29 – Mayweather Gyms & Celebrity Brand Risks 31:16 – Authenticity in Fitness Brands 34:27 – Weighted Vests & Equinox Collab 38:18 – Data Overload vs. Personalization 43:51 – Future of Data: One Metric to Rule Them All? 47:00 – Final Thoughts on AI & the Digital Twin 48:56 – Outro

Welcome to the latest episode of L.I.F.T.S – your bite-sized dose of the Latest Industry Fitness Trends and Stories. This week, Matthew and Mohammed are joined by Debra Strougo (co-founder of Row House) to explore the cutting edge of wellness. From biohacking breakthroughs at the Dave Asprey conference to magnesium for sleep, AI coaches with empathy, and a viral $150 Pilates reformer from Aldi—this episode covers it all. Debra brings insights on stem cells, Airbnb's bold move into wellness, and how marketing voice defines success in high-ticket fitness. A must-listen for anyone interested in the future of health and fitness. This LIFTS episode covers: * Biohacking & Supplements – Insights from the Dave Asprey conference, including nitric oxide, magnesium, and stem cell supplements. * AI in Wellness – Exploring empathetic AI health coaches, personalization, and trust in tech like ChatGPT. * Wellness Tech & Data – How companies like Amazon, Apple, and Airbnb are leveraging user data to drive health and fitness experiences. * High-Ticket Fitness Programs – Discussion of Supra Human and the rise of identity-based, premium fitness coaching. * Mass-Market Fitness Trends – Aldi’s viral Pilates reformer and what it says about wellness going mainstream. 👉 Learn more about Debra Strougo: https://www.linkedin.com/in/debrastrougo/ [https://www.linkedin.com/in/debrastrougo/] Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@escapefitness.com for advertising opportunities. Subscribe on YouTube and turn on notifications so you never miss a new video: https://www.youtube.com/user/EscapeFitness [https://www.youtube.com/user/EscapeFitness] 🛒 Shop gym equipment: https://escapefitness.com/shop [https://escapefitness.com/shop] 📘 View our full catalog: US – https://escapefitness.com/support/catalog [https://escapefitness.com/support/catalog] UK – https://escapefitness.com/support/catalogue [https://escapefitness.com/support/catalogue] Follow Escape Fitness on social media: Facebook: https://www.facebook.com/Escapefitness [https://www.facebook.com/Escapefitness] Instagram: https://www.instagram.com/escapefitness [https://www.instagram.com/escapefitness] Twitter: https://www.twitter.com/escapefitness [https://www.twitter.com/escapefitness] LinkedIn: https://www.linkedin.com/company/escapefitness/ [https://www.linkedin.com/company/escapefitness/]   00:00 – Intro & Weekly Rundown 01:24 – Welcoming Debra Strougo 02:59 – Biohacking Conference Highlights 05:51 – Sleep Supplements & Magnesium 08:06 – Stem Cell Supplements 09:14 – AI Coaching with Empathy 12:14 – Trusting AI as a Wellness Coach 15:14 – Airbnb's Wellness Expansion 21:23 – Superhuman: Identity Transformation 27:18 – Aldi’s Viral Pilates Reformer 30:50 – Final Takeaways & Reflections