Future of Fitness

Host Eric Malzone sits down with Marco Benitez, CEO and Co-founder of ROOK — and former TaeKwondo champion turned biomedical engineer — to get real about where the fitness and wellness industry stands in the age of AI and wearable data. Marco pulls from his background at Roche and Novartis to explain why clean, unified data is the foundation everything else is built on, and why most operators are sitting on gold they don't know how to mine. From pharma clinical trials using Oura rings to track narcolepsy patients, to longevity brands leveraging sleep data to drive upsells, to the looming reality of AI agents reshaping how we interact with health professionals — this conversation doesn't sugarcoat anything. Eric and Marco also dig into the "dead internet" theory, AI hallucinations, self-driving cars, and why soft skills might be the most valuable thing you can develop right now. If you're in fitness, healthcare, or anywhere near the wellness space and you're not thinking seriously about your data strategy, this episode is your wake-up call. Key Takeaways: 📊 Data is the gold — but most operators don't have the pickaxe. Having wearable data means nothing if it's not clean, normalized, and structured for actual decision-making. 🔗 Unified wearable data is the missing link. ROOK harmonizes data from 300+ devices so fitness, healthcare, and insurance companies can finally make sense of it all in one place. 💤 Sleep and stress data are the highest-value metrics in health right now — and smart brands are already using them to drive engagement, behavior change, and upsells. 🏋️ The real retention problem is habit formation. AI and data can help fitness clubs understand their members better, but the deeper challenge is turning inconsistent behavior into lasting habits. 🩺 The fitness-to-healthcare bridge is being built right now. Wearable data is increasingly showing up in real-world evidence trials, remote patient monitoring, and chronic disease management programs. 🩸 CGMs, glucose, and blood pressure are the next frontier. Non-invasive continuous glucose monitoring is coming, and it could change how the entire industry approaches metabolic health. 🤖 AI is impartial — and that might be exactly what healthcare needs. The healthcare system is fragmented by competing interests; AI could cut through the noise to support better, unbiased clinical decisions. 🧠 AI psychologists and agents are already here. Tools like Grok are offering therapeutic-style conversations — raising big questions about who (or what) will win the mental health tech space. 🌐 The "dead internet" theory is closer than you think. When AI is creating content for AI to consume, human connection online starts to erode — and the fitness industry isn't immune. 🥋 Soft skills are the new superpower. As AI handles more technical execution, the ability to communicate, lead, and think creatively becomes your biggest competitive edge. OUR SPONSORS: 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int

After 30+ years of bootstrapping Alloy Franchise to over 135 locations, founder Rick Mayo finally decided to bring in a private equity partner—but not for the reasons you might think. In this candid conversation with Eric Malzone, Rick opens up about why he chose Capital Spring, how he avoided the "gunslinging" PE horror stories, and why pulling some chips off the table actually gave him more clarity, not less. He breaks down the deceptively simple model behind Alloy's 91% retention rate, explains why saying "no" to flashy trends (GLP-1s, saunas, meal delivery) has been the secret to scaling, and reveals how he thinks about integrating adjacent services without muddying the core business. If you're a franchise operator, founder considering outside capital, or just someone who wants to know what actually works after three decades in the trenches, this one's for you. Key Takeaways: 🏋️ The Simple Model Wins – One coach, six clients, 130–150 members per location. 91% retention. Average unit volume ~$387k. Complexity is the enemy of scale. 🤝 Why Partner With PE After 30 Years? – Not because they had to. Because they wanted resources, strategic finance, and a partner who'd already scaled 100+ brands—without losing control. 🧠 Founder-Friendly PE Exists – Capital Spring is slow, steady, and voted most founder-friendly. They don't want your job. They want to help you keep it. 🚫 The Power of Saying No – No GLP-1 integration. No saunas. No meal delivery. Yet. Rick explains why chasing every "squirrel" dilutes a simple, working model. 🚲 The Bicycle Wheel Strategy – Alloy is the hub (trusted strength training). Everything else—blood work, peptides, recovery—are spokes. Let the hub stay strong; integrate spokes centrally, not at each gym. 🧩 Franchisees Don't Need More Complexity – Most franchisees are learning to run their first business. Adding supplements, meal plans, and hormone therapy to their plate fails. Better to run those plays centrally and rev-share. 🎯 The 800-Goal Isn't Arbitrary – 800 awarded = ~500 open. That's 100 new licenses/year. Runway is 1,500–2,000 total. They're pacing exactly where they want to be. 👴 The Avatar Sells Itself – Most franchise buyers are 40–60 years old... the same age as Alloy's ideal client. They "get" the model because they wish it existed in their own town. ❤️ Rick's Favorite Phase? The Single Gym – Before scaling, before franchising, just training clients, cracking jokes, and going home. "It didn't even feel like a job." 🔍 What He Needs Now – Adjacent partners for the "spokes" (recovery, HRV, concierge blood work, peptides). Reach out via alloyfranchise.com. OUR SPONSORS: 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int

In this conversation, 24 Hour Fitness CEO Karl Sanft opens up about steering the iconic brand through a once‑in‑a‑generation pandemic, bankruptcy, and a full operational turnaround—only to welcome back founder Mark Mastrov as executive chair. Karl shares why shifting from an "access" to a "usage" model during COVID became a defining moment, how private equity sharpened his leadership edge, and why doubling down on the middle‑market (great strength floors at a $30–$50 price point) is the winning strategy. He also reveals their three‑phase capital plan: remodel 50 clubs a year, leverage the platform for M&A, then build new clubs. If you care about fitness industry trends, post‑bankruptcy turnarounds, or how AI is changing gym operations, this episode is packed with real‑world lessons from a 30‑year member turned CEO. Key Takeaways 💪 Pandemic Pivot – Moving from an "access" to a "usage" model with outdoor tents kept members engaged and signaled the brand was fighting to survive. 🔄 Founder Reconnection – Karl reached out to Mark Mastrov early on; their relationship grew naturally, and now Mark's return has created a "seismic wave" of energy and talent. 🏢 Remodel First, Then Grow – Phase 1: renovate 50 clubs/year. Phase 2: leverage the platform with M&A. Phase 3: build new clubs (12‑18 month pipeline). 📊 Middle‑Market Wins – 24 Hour Fitness owns the $30‑$50/month sweet spot, competing on strength floors and amenities, not luxury cafes or rock‑bottom pricing. 🧠 Private Equity Education – PE taught Karl speed, precision, and data discipline: "What took a year in public takes three months in PE; what took three months takes a week." 🤖 Smart AI Use – Use ChatGPT for rough drafts, but always personalize. Karl warns against sloppy, identical outreach that "makes it stop." 👥 Human Interaction Still Matters – Gyms remain one of the few places you can't outsource the workout. Karl's rule: "Email if it's interesting, text if you want me, call if you need me." OUR SPONSORS: 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int

In this episode of The Future of Fitness, host Eric Malzone sits down with Sarah Luna, CEO of Pilates Addiction, to explore the brand's rapid rise and what she calls "Pilates 3.0." With a background as a professional dancer, certified Pilates instructor, and franchise owner, Sarah brings a unique blend of hands-on experience and business acumen to the forefront. She breaks down how Pilates Addiction combines the best of traditional studio Pilates and modern high-intensity reformer workouts into a 50-minute, full-body experience designed for maximum efficiency. From the patented gold "Oram" machine to a member-centric business model built for franchisee success, Sarah shares insights on scaling the brand to 200 locations in 2026, the importance of multi-unit operators, and what it takes to win in today's boutique fitness landscape. Key Takeaways 🧘‍♀️ Pilates 3.0 Explained – A hybrid approach blending traditional Pilates principles with high-intensity, full-body efficiency using a patented machine that combines four apparatuses into one. 🏢 Franchise Growth – Over 240 licenses sold with plans to open 200 locations in 2026, targeting multi-unit operators with strong business backgrounds. 💰 Lean & Profitable Model – Studios require just 1,500–1,700 sq. ft. and break even with a few hundred members, making it an accessible investment for qualified franchisees. 🎓 Educator Academy – A proprietary 30- to 45-day certification program that trains new instructors, ensuring a steady pipeline of talent for scaling locations. 🎯 Target Demographic – Primarily women aged 25–45, with growing interest from men and an intentional studio design (gold machines, dark lighting) to broaden appeal. 📈 CEO Strategy for Scale – Focus on hiring leaders with scaled experience, using technology for real-time financial planning, and helping franchisees fund multiple units from the start. 🌍 International Ambitions – Aiming for 1,000 locations by 2030 with expansion into Canada, Asia-Pacific, and other global markets. OUR SPONSORS: 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int

In this episode, we sit down with John Ford, Chief Product Officer at eGym, to explore the massive shift currently happening at the intersection of fitness and healthcare. From his early days founding Virtual Active and licensing cinematic workout content to industry giants like Peloton, to his current role leading product strategy at a global fitness unicorn, John offers a masterclass in behavioral science and hardware integration. We dive deep into the launch of Genius AI, discussing how it removes the "intimidation barrier" for gym beginners and provides the objective data—like one-rep max and body composition—necessary to prove fitness outcomes to the medical community. Whether you're interested in the impact of GLP-1 medications on strength training or how AI is actually driving more personal training sales, this conversation provides a roadmap for the future of longevity and health prevention in the club environment. Episode Takeaways 🚀 The Evolution of Fitness Tech: John traces his 20-year journey from filming "Virtual Active" trails with a 40lb steady cam to leading the eGym C-suite. 🤖 Genius AI & Precision Prescription: How eGym's new AI engine uses real-time hardware data to automate personalized workouts in 30 seconds, replacing the manual 15-minute trainer process. 🏥 Bridging the Healthcare Gap: Discussing the multi-million dollar clinical trials eGym is conducting to prove the efficacy of strength training for chronic conditions and longevity. 💪 The Beginner Solution: Why "integrated hardware-software" is the key to activating the 80% of the population who are intimidated by traditional weight rooms. 💉 The GLP-1 Opportunity: Exploring how the rise of weight-loss medications is creating a massive new demand for supervised, accessible strength training to preserve muscle mass 📈 AI as a Sales Tool: Data shows that AI-driven onboarding actually increases personal training (PT) sales by building member confidence and providing trainers with better "bites at the apple." ⚽ The Dark Side of Youth Sports: A candid look at the "over-optimization" and "pay-to-play" culture in modern club sports and its impact on lifelong fitness 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int

Andrew Sugerman of Centr returns to the Future of Fitness to break down how the brand has completely transformed since their last conversation in 2023 — moving from a broad wellness platform to becoming the performance infrastructure behind one of the fastest-growing fitness movements in the world. Andrew pulls back the curtain on Centr's official partnership with Hyrox, including how they engineered custom competition equipment from the ground up (yes, even the kettlebells got a redesign), why fitness-as-sport is the most powerful retention tool gym operators aren't fully using yet, and what the coming wave of industry consolidation, GLP-1s, and AI means for every fitness business in 2026. Whether you're a gym owner looking to tap into the Hyrox affiliate opportunity or just trying to understand where the fitness industry is headed, this one is packed. Episode Takeaways: 🏋️ Fitness as a sport is no longer a trend — it's the business model. Hyrox proved that everyday gym-goers want to compete, and smart operators are already building around it. 🔩 Purpose-built equipment changes the game. Centr redesigned kettlebells, sleds, turf, and more using real competition data — small changes that shave seconds off race times and reduce injury. 🏟️ Gym operators have a massive opportunity right now. Becoming a Hyrox Training Centr (HTC) drives member acquisition, retention, and community in ways traditional gym programming simply can't. 📱 The app is a tool, not the product. Centr is building a full ecosystem — digital coaching, community, equipment, and environment — not just another fitness app. 🤝 Strategic partnerships are the new growth engine. The Centr x Hyrox x Red Bull flywheel shows how brands can align to create shared value at every level of the athlete journey. 💊 GLP-1s and peptides are exploding as a category — and reduced regulatory guardrails in 2026 could open this market even further for wellness-forward fitness brands. 🤖 AI will reshape fitness operations, but human connection sets the ceiling. Consumers will push back if tech replaces the real-life, in-person experience they actually show up for. 📈 Industry consolidation is accelerating. Expect more major mergers and acquisitions through 2026–2027 as big players compete for market share and mind share. 🌍 Hyrox is going mainstream — fast. With 1.5–1.8 million athletes expected to touch Centr-built equipment at competitions this year, brand exposure for partners is only growing. 🎯 New gear dropping at HFA & FIBO — including a dual-action air bike, rower, skier, and motorized treadmill built for Hyrox training environments. Checkout our sponsors ✨ 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int

From franchising fitness empires to developing the next generation of athletes — Pat Rigsby has seen it all, and he's not done yet. In this episode, Pat joins Eric to break down what's actually shifting in the fitness and sports performance industry in 2025, why the gap between "trainer who pays rent" and real business owner has never been wider, and what two decades of franchising experience taught him before launching Athletes Accelerated. Pat pulls no punches on what it really takes to franchise a concept (hint: it's a legal marriage, not a passive income play), why the youth sports market is one of the most recession-resistant businesses you can build, and how he and partners Doug Spurling and Graham Wilkerson spent over a year stress-testing a model before ever filing an FDD. If you're a sports performance gym owner grinding through 14-hour days while missing your own kid's games, this one hits different. Takeaways: 🏋️ The fitness industry has a new dividing line — real business owners vs. coaches who just happen to pay rent 📱 The buyer journey is no longer linear — consumers are researching you anonymously before they ever reach out 🤖 AI is flooding the market with average content — authenticity and consistent long-form content (like podcasting) cuts through the noise 💊 Wellness integration is here — the fitness industry is merging with health, longevity, and women's hormonal health in a big way 👴 The 50+ market is booming — and it's one of the most underserved, high-value demographics in the space 🎓 The coaching profession is maturing — fewer "dabblers," more people building real livelihoods and actual retirement paths 🏟️ Youth sports is a multi-billion dollar, recession-resistant market — parents spend on their kids before themselves, every time ⏰ The urgency factor is built-in — athletes have a deadline to develop, which shortens your sales cycle naturally 🤝 Franchising is a legal partnership, not a passive income stream — you're obligated to your franchisees' success 🧪 Proof of concept first, franchise second — Athletes Accelerated tested with 24 operators before filing a single FDD 🏈 The ideal franchisee isn't an investor — it's the burnt-out sports performance gym owner who wants systems, not just hustle 📧 Consistency compounds — Pat has published his email newsletter every single day for over 20 years without breaking the chain 🎯 Passion wears thin without structure — systems are the antidote to burnout for mission-driven fitness entrepreneurs Checkout our sponsors ✨ 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int

In this episode, Eric sits down with serial fitness entrepreneur Anthony Geisler to unpack his new venture, Sequel, why he's doubling down on longevity, and how he sees the future of fitness shifting toward healthspan, tech-enabled training, and democratized wellness for the masses.​ ✨ Key takeaways 🔥 It's you vs. you: Anthony sees entrepreneurship and fitness through the same lens as Kobe's "Mamba mentality" – the real competition is with your own potential, not other brands.​ 🏛️ Sequel as the "second act": After Xponential, he's rebuilt with the same core team, no debt, and 100% ownership, aiming to run the playbook without public-market and PE constraints.​ 📈 Health > "fitness industry": He argues the world—not just the fitness sector—is shifting, with longevity, biohacking, GLP-1s, and tech-driven consumer education driving massive tailwinds.​ 🧬 Ultimate Longevity Center​ 🧊 The "playground" model: Sauna, cold, hyperbaric, red light, stretching, EMS, and more under one roof, wrapped in memberships designed to be accessible and habit-forming rather than "celebrity-only" wellness.​ 💪 Pilates 2.0: With Pilates Addiction, he's pushing a higher-intensity, more entertaining, HIIT-style Pilates experience aimed at younger, performance-focused consumers who want more "squeeze" from each session.​ ⚡ EMS finally done right​​ 🧂 Real-world protocol: Anthony walks through his own longevity stack – from salt and whole food to aminos, sunlight, steps, and sleep – and why most people are just one hydration and protein fix away from feeling better.​ Episode overview Anthony opens up on why, after achieving significant financial success and a multi-brand empire at Xponential, he chose to start all over again with Sequel. For him, business is his arena, and building is his version of Kobe Bryant staying in the game as long as possible—driven by competition with himself and loyalty to the team that loves to build. Checkout our sponsors ✨ 🔗 Perfect Gym: https://www.perfectgym.com/en 🔗 eGym: https://egym.com/int

In this episode, Eric Malzone sits down with Mark Fisher to dig into the messy, exciting reality of AI for brick-and-mortar gym owners, from overhyped agents and AI bubbles to very real, practical use cases that actually move the needle for local fitness businesses. TAKEAWAYS​ 🔥 How AI is both wildly overhyped and still underutilized in fitness, and why your "felt" productivity with tools like Cursor or Claude may not match real-world outcomes.​ 🤖 The rise of agents (like the infamous Claude/Molt bot), why they're not truly ready for most operators yet, and the real risks of letting AI touch your money, calendars, and accounts.​ 📲 Why AI-generated content is turning LinkedIn into a "dead internet" vibe, how obviously-bot posts can hurt your brand, and what authentic, personality-driven content still does well.​ 🏋️ How brick-and-mortar gyms should rethink email and organic social in 2026, given brutal deliverability changes and collapsing organic reach on platforms like Instagram.​ 📈 The core growth levers that still work for local gyms—paid ads, real referral systems, and high-volume local business partnerships—and why these matter more than obsessing over nurture content.​ 🧠 "Pocket expert" use cases: using AI to triage real-life operator headaches (like insurance claims after a pipe burst, leases, legalese, and tax questions) so you show up smarter to human pros.​ 🩺 Personal health and finance with AI: building a longitudinal health file, interpreting labs and wearables, and stress-testing your investment and insurance decisions—without pretending AI replaces your doctor or advisor.​ 🔍 The emerging game of AI search optimization for gyms (alongside old-school Google SEO) and why your website, Google Business Profile, and Instagram still function as your digital storefront. LINKS: https://go.businessforunicorns.com/gym-owners-and-ai ****** https://connectedhealthandfitness.com/events/connected-health-fitness-summit-2026 https://www.perfectgym.com/en https://egym.com/int

In this episode, Eric Malzone sits down with industry veteran and Harrison Co. partner Paul Byrne to unpack the "consumer health revolution" transforming fitness, healthcare, and longevity—from GLP‑1s and peptides to wearables, AI "robo docs," and accessible longevity clinics.​ ✨ Key takeaways 💊 GLP‑1 medications are reshaping weight loss, gym membership trends, and preventive health behavior, creating massive downstream demand for strength training, protein, and active lifestyles.​ 📲 Wearables, home testing, and AI tools are finally solving the "now what?" problem by turning continuous data (sleep, HRV, glucose, labs, imaging) into practical, day‑to‑day health decisions.​ 🧬 Once ultra‑premium tools—CGMs, genomic testing, body comp and blood pressure tech—have crashed down the cost curve, moving precision health from elite to mainstream.​ 🏥 Even traditionally skeptical players like insurers and large health systems are waking up to the math: paying for prevention is cheaper than treating complex chronic disease.​ ⏱️ Sleep, recovery, and sleep apnea tech (CPAPs, home sleep testing, cooling beds, anti‑snoring devices) are exploding as people realize poor sleep underpins everything from heart disease to dementia.​ 🏋️‍♂️ Gyms are sitting on the most underutilized distribution channel for "accessible longevity," from GLP‑1 support and peptide education to in‑club recovery and mini‑longevity clinics.​ 🧠 AI‑augmented patients are forcing healthcare to evolve, coming into visits with better questions, deeper context, and personal data that rivals a small clinic's EMR. LINKS: https://connectedhealthandfitness.com/events/connected-health-fitness-summit-2026 https://www.perfectgym.com/en https://egym.com/int

In this episode, Eric Malzone sits down with Amber Burke, COO of Burn Bootcamp, for a deep, candid conversation on what it really takes to scale a boutique fitness franchise without losing its soul. Amber shares her journey from Division I athlete and strength coach to C-suite leader, offering a rare operator's perspective on franchise growth, leadership, technology discipline, and community-driven fitness. They unpack Burn Bootcamp's steady rise from 250 to nearly 400 locations, why the brand has avoided outside capital, and how product integrity, people, and culture fuel long-term success. The conversation also explores the current state of boutique fitness, the balance between technology and human connection, and why strength training, accountability, and community remain timeless drivers of results. We discussed: 🔥 Scaling a boutique fitness brand from 250 to 400+ locations without outside capital 💪 Why product excellence and consistency matter more than hype in fitness franchising 🏋️ Personal training in a group setting as Burn Bootcamp's core differentiator 👩‍👧 How free child watch drives retention, accountability, and community 📈 Franchise growth challenges: finance, technology, and franchise development 🧠 Leadership lessons from transitioning coach mentality into executive leadership 🤖 Technology discipline: choosing tools that improve efficiency and profitability 🌍 Expansion strategy across suburban markets and future global growth 🔄 The real state of boutique fitness and why some concepts lose long-term value ⚡ Strength training's resurgence and why fundamentals never go out of style LINKS: https://connectedhealthandfitness.com/events/connected-health-fitness-summit-2026 https://www.perfectgym.com/en https://egym.com/int

In this episode, Robb Wolf returns to discuss the rapid advancements in AI, the state of the longevity and health industries, the impact of GLP-1 medications, and the systemic challenges within modern healthcare. He shares personal insights on using AI for language learning and health diagnostics, critiques the "majoring in the minors" in the longevity space, and explores how AI could democratize access to high-quality health information. Robb also delves into the potential of market-based reforms to address the healthcare crisis and gives an update on his company, LMNT. 🔹 **AI as a Personal Health & Learning Tool** – Robb uses Grok to learn Italian and as a preliminary health advisor, noting its potential to lower costs and democratize advanced medical insight. 🧠 **Longevity = Fundamentals First** – True longevity comes from strength training, Zone 2 cardio, sleep, sunlight, and community—not just chasing telomere length or exotic supplements. ⚕️ **GLP-1s: Net Positive with Caveats** – These drugs show strong appetite control benefits but can cause muscle wasting; combining them with protein and resistance training is key. 🏥 **Healthcare System Is Broken** – Robb argues for a return to catastrophic insurance paired with Health Savings Accounts (HSAs) and transparent, market-based pricing to incentivize health. 🩺 **Diagnostic Starter Kit for AI Health** – Start with genetic data (23andMe), basic metabolic panel, hormone profile, and optionally a DUTCH test—all under $300—to give an AI a baseline. 🌞 **Sunlight as Powerful Medicine** – Adequate sun exposure may reduce all-cause mortality as significantly as not smoking a pack a day. 🤖 **AI Could Replace "Meat-Bot" Doctors** – AI's pattern recognition and infinite memory may soon outperform human doctors in diagnostics, making functional medicine insights widely accessible. 💧 **LMNT & Electrolyte Research** – Robb's company is funding metabolic health research, including an upcoming ketogenic diet study for bipolar and schizophrenia at an Ivy League institution. 🔬 **Hidden Gut Issues Missed by Standard Tests** – Robb shares his own struggle with parasites and candida overgrowth that routine labs missed, highlighting the need for specialized testing. LINKS: https://connectedhealthandfitness.com/events/connected-health-fitness-summit-2026 https://www.perfectgym.com/en https://egym.com/int