LIFTS Episode 132 – Inside Athletech New York: How the Best Fitness Brands Are Adapting | LIFTS Live in New York

Welcome to a special edition of **LIFTS x Athletech**, where we explore the future of fitness, wellness and human performance. Recorded **LIVE at Athletech in New York**, hosts Matthew Januszek and Mohammed Iqbal are joined by five industry leaders to discuss how the world's leading fitness brands are adapting to one of the fastest periods of change the industry has ever experienced. As consumer expectations evolve and AI, education, technology, partnerships and community continue to reshape the market, today's operators are rethinking everything from group fitness and member engagement to talent development and business strategy. Joining the discussion are **Joella Hopkins**, Executive Vice President, Group Fitness at EōS Fitness; **Lauren Maffei**, Senior Director of Business Development & Partnerships at Purpose Brands; **Warren Heffelfinger**, CEO of ISSA; **Pete Moore**, Advisor to the Health, Active Lifestyle and Outdoor (HALO) sector; and **Natalia Karbasova**, Founder of FitTech Club. Joella explains how EōS has reinvented group fitness by bringing boutique-style experiences into the HVLP model, why live instructors remain essential, and how innovative programming is attracting younger generations. Lauren discusses how strategic partnerships are helping brands extend beyond the gym, strengthen member loyalty and create new revenue opportunities. Warren shares why the industry's biggest challenge isn't a shortage of trainers but developing better ones, why soft skills matter more than ever, and how AI is transforming education rather than replacing coaches. Pete introduces the HALO sector, explains why fitness should think bigger than traditional gyms, and shares his vision for creating stronger partnerships across the entire health and wellness economy. Natalia explores the global FitTech ecosystem, startup innovation, investment trends and the technologies shaping the future of health and fitness. Together, they explore how the industry's leading brands are responding to rapid change and what operators can do to build more resilient, innovative and future-ready businesses. ### In this episode, we cover: - How the best fitness brands are adapting to industry change - The evolution of group fitness and boutique experiences - Strategic partnerships that drive growth - AI, education and the future of coaching - Why soft skills remain fitness's greatest competitive advantage - The rise of the HALO sector and cross-industry collaboration - Emerging FitTech trends and investment opportunities - Practical leadership lessons for fitness operators 👉 **Connect with Joella Hopkins** https://www.linkedin.com/in/joellahopkins/ 👉 **Connect with Lauren Maffei** https://www.linkedin.com/in/lauren-maffei/ 👉 **Connect with Warren Heffelfinger** https://www.linkedin.com/in/warren-heffelfinger-925a851/ 👉 **Connect with Pete Moore** https://www.linkedin.com/in/peteymo/ 👉 **Connect with Natalia Karbasova** https://www.linkedin.com/in/karbasova/ 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 or https://www.instagram.com/lifts.podcast/ ## Timestamps 0:00 Why Fitness Brands Must Adapt 1:04 Welcome to LIFTS x Athletech 1:35 How EōS Is Reinventing Group Fitness 7:16 Winning the Next Generation of Members 15:56 Building Partnerships Beyond the Gym 31:27 Why Soft Skills Beat AI 39:51 The HALO Sector Explained 45:58 Why Cross-Industry Partnerships Matter 51:30 The Future of FitTech & Innovation 58:41 Final Takeaways for Fitness Leaders