Fitness Business Podcast: Leadership, Innovation, and Profit

HYROX has exploded globally, but how can gym owners turn the rise of fitness racing into actual revenue, stronger retention and new members? Douglas Roos, co-founder of LifeLab in Stockholm, and Cindy Kempton, founder of Life and Soul Health and Fitness Clubs in Australia, share two very different approaches to making HYROX work commercially inside a fitness business. From paid HYROX training programs and simulation events to equipment investment, community building and member upgrades, they reveal what is driving results in their clubs. You'll also hear why fitness racing gives members a new purpose to train, how to make HYROX more inclusive across ages and fitness levels, and why finding passionate HYROX champions inside your gym could be key to making the program stick.  Become an FBP Insider (7 days free) https://fbpinsiders.fitnessbusinesspodcast.com/ Free live online events for fitness leaders https://fitnessbusinesspodcast.com/onlineevents How Hyrox is Helping Gyms Grow Revenue with Andrew Sugarman: https://fitnessbusinesspodcast.com/s6-e1-how-hyrox-is-helping-gyms-grow-revenue-retention-memberships/ Timestamps (00:00) Turning HYROX Into Revenue (03:23) HYROX at LifeLab (06:44) Pricing the HYROX Experience (08:02) HYROX as a Lead Generator (09:36) Building Community Through HYROX (12:15) Why Fitness Racing Is Growing (20:15) HYROX at Life & Soul (24:02) Measuring the ROI of HYROX (32:12) Finding Your HYROX Champions (36:02) Engaging Members Over 50 Douglas Roos, LifeLab Website: https://www.lifelab.se/LinkedIn: https://www.linkedin.com/in/douglasroos/ Instagram: https://www.instagram.com/doggeroos/ Cindy Kempton, Life and Soul Health and Fitness Clubs Website: https://lifeandsoul.com.au/GOTSOUL RETREATS: https://lifeandsoul.com.au/gotsoulretreats The Yard Gym: https://www.theyardgym.com.au Thank you to the partners who support The Fitness Business Podcast: BeBalanced Centers: Provides natural hormone balancing for weight loss and symptom relief. https://www.bebalancedcenters.com/ Instinctive Insights: Provides profit-driven marketing and data science services to increase customer acquisition. https://www.instinctiveinsights.com/ Eleiko: Manufactures and sells premium strength and weightlifting equipment. https://eleiko.com/en-us NetGym: Provides automated staff operations and sub-request management for fitness studios. https://www.netgym.com EGYM: Provides smart, connected fitness technology and equipment for gyms. https://egym.com/us About Our Guests Douglas Roos is co-founder of LifeLab in Stockholm, Sweden, and a lifelong entrepreneur who has founded or been involved with more than 25 companies across media, technology, iGaming, eSports, property and fitness. His entrepreneurial career includes five successful exits and one IPO. A dedicated athlete and HYROX competitor, Douglas has qualified for the HYROX World Championships in each of the past two years. Douglas Roos - PGI LifeLab combines HYROX and hybrid training with strength, conditioning, recovery and open-gym facilities, and Douglas is also behind Hybrid X, a fitness racing competition designed around movements that can be trained in gyms. Cindy Kempton is the founder of Life and Soul Health and Fitness Clubs and GOTSOUL Retreats. With more than 35 years in health and wellness, Cindy worked internationally before returning to Western Australia and opening the first Life and Soul club in Karratha in 2006. She and her husband Peter have since expanded the business across Australia, introduced F45 franchises and launched The Yard Gym. Life and Soul Cindy is also an active HYROX competitor and the driving force behind Squad 50, a growing community encouraging people over 50 to stay active, connected and purposeful through movement.

How do you build a group fitness program that members keep coming back to and great instructors want to be part of? Joella Hopkins, Executive Vice President of Group Fitness at EōS Fitness, and Diana Gilbert, Senior Director of Fitness at Chuze Fitness, share practical strategies for recruiting and developing instructors, building a strong team culture, increasing class participation, and breaking down the silos between personal training and group fitness. They also reveal how their teams get new members into classes, why instructors should arrive early and connect beyond the studio, when it's time to remove an underperforming class, and what group fitness managers need to do differently to keep their programs relevant.   - Become an FBP Insider (7 days free) https://fbpinsiders.fitnessbusinesspodcast.com/ - Free live online events for fitness leaders https://fitnessbusinesspodcast.com/onlineevents - Have a say in Season 7! https://fitnessbusinesspodcast.com/season-7/   (00:00) Building Better Group Fitness (03:51) Finding Amazing Instructors (05:49) Bridging PT and Group Fitness (10:24) Building Instructor Culture (13:20) Getting Members Into Classes (17:01) Joella's Top Leadership Tips (21:22) Building Your Instructor Bench (23:23) Hiring for Culture (27:51) Getting More Members Into Classes (31:45) Breaking Down Fitness Silos   Joella Hopkins, EōS Fitness Website: https://www.eosfitness.com/LinkedIn: https://www.linkedin.com/in/joellahopkins/  Diana Gilbert, Chuze Fitness Website: https://chuzefitness.com/LinkedIn: https://www.linkedin.com/in/digtraining12/ Instagram: https://www.instagram.com/digtraining/    Thank you to the partners who support The Fitness Business Podcast: - Groe Solutions: Provides AI and computer vision software for gym member retention. https://www.groe.solutions- Budderfly: Provides comprehensive, no-cost energy efficiency as a service for businesses. https://www.budderfly.com/- Gym TV (Club Com): Provides custom digital entertainment, music, and signage for fitness clubs.https://www.clubcom.com/- Performance Food Centers: Helps businesses open smoothie and juice bars with clean ingredients. https://www.performancefoodcenters.com -  Power Plate: Sells whole-body and targeted vibration plate machines for fitness and wellness.https://www.powerplate.com/ About Our Guests: Joella Hopkins is the Executive Vice President of Group Fitness at EōS Fitness, where she leads the company's group fitness strategy, programming, innovation, and instructor development across the growing EōS gym network. She brings more than 25 years of fitness industry leadership experience, having held senior group fitness roles with EōS Fitness, XSport Fitness, Gold's Gym International, and Les Mills. Joella is recognized for developing inclusive, high-energy fitness experiences and has presented master classes, workshops, and business seminars at leading fitness conferences worldwide. She holds a bachelor's degree in Psychology from North Carolina State University. Diana Gilbert has more than 35 years of experience in the fitness industry and is Senior Director of Fitness at Chuze Fitness. From instructor and competitor to manager and director, Diana's career has been rooted in leadership, strategy, and serving others. Known for developing people, strengthening programs, and leading with kindness, she is dedicated to creating exceptional experiences that help both fitness professionals and members thrive through the power of fitness.

What separates a fitness brand that grows from one that gets lost in the crowd? For Luke Carlson, Founder and CEO of Discover Strength, the answer isn't being better than your competitors. It's being different enough that your customers immediately understand why you exist. Luke returns to the Fitness Business Podcast to share the marketing and leadership principles behind Discover Strength's growth to 42 locations across 15 US states, including why fitness businesses need to become known for solving one specific problem. He also shares why leaders need to become the "Chief Reminding Officer," how to avoid chasing every shiny object, and the Daily Big Three practice he uses to stay focused on what matters most.   - Become an FBP Insider (7 days free) https://fbpinsiders.fitnessbusinesspodcast.com/ - Free live online events for fitness leaders https://fitnessbusinesspodcast.com/onlineevents (00:00) Season 7 Begins (05:29) Discover Strength's Growth (08:34) Strength Training Differently (11:25) Different Beats Better (14:42) Solve One Problem (17:48) Chief Reminding Officer (21:10) Avoiding Shiny Objects (23:27) Discipline Creates Freedom (25:45) The Daily Big Three (32:35) Finding the Right Mentor   Our Guest, Luke Carlson: - Website: https://discoverstrength.com/- Franchise: https://discoverstrengthfranchise.com/ - Instagram: https://www.instagram.com/lukecarlson3070/   Luke's Previous Fitness Business Podcast Episodes: - Episode 91: Identifying Your Core Purpose Makes Your Fitness Business Unique: https://fitnessbusinesspodcast.com/luke-carlson-identifying-your-core-purpose-makes-your-fitness-business-unique-learn-more/ - Episode 108: Growing and Leading Your Fitness Business in the Future: https://fitnessbusinesspodcast.com/luke-carlson-growing-and-leading-your-fitness-business-in-the-future/ - Episode 300: 5 Steps to Simplify Leadership: https://fitnessbusinesspodcast.com/300-5-steps-to-simplify-leadership-luke-carlson/   Thank you to the partners who support The Fitness Business Podcast: - World Insurance Associates: Provides insurance, risk management, benefits, and wealth management services. https://worldinsurance.com/- MXM: Helps fitness clubs manage and improve their member experience. https://mxmetrics.com/- Centr x HYROX: Official HYROX training equipment designed to help members prepare with the equipment they will face in competition. https://centr.com/- Matrix Fitness: One of the world's leading manufacturers of commercial fitness equipment. https://matrixfitness.com/- Yanga Sports Water: Subscription-based, flavored, vitamin-enriched, and calorie-free water for gyms. https://yangasportswater.com/   About Our Guest: Luke Carlson is the founder and CEO of Discover Strength, a premier strength training brand and franchise operating across 15 states. Under his leadership, Discover Strength has achieved an industry-leading 94 Net Promoter Score (NPS) by delivering evidence-based exercise science with exceptional customer experience. An internationally recognized expert on leadership, management, and evidence-based exercise, Luke has keynoted for audiences across North America, Europe, China, Taiwan, Australia, and Brazil. He serves as Chair of the Board for the Health and Fitness Association and is one of North America's top-rated Vistage speakers, earning the prestigious 2022 Vistage Leadership Award.

What if your next wave of growth isn't coming from new leads, but from people who already know and trust your brand? In the final episode of Season 6, Justin Tamsett sits down with researcher Melissa Rodriguez to unpack two major industry reports: The Fitness Membership Divide and The Exercise Ecosystem. Together, they explore why former members represent a $27 billion opportunity, why nearly half plan to return to a gym, and how today's consumers are blending gym, studio, home, and digital fitness experiences. Melissa shares the data behind the rise of the omni-exerciser, the growing demand for wellness and recovery services, and the practical strategies fitness businesses can implement to increase retention, engagement, and revenue. Take the Next Step: - Become an FBP Insider (7 days free) https://fbpinsiders.fitnessbusinesspodcast.com/ - Free live online events for fitness leaders https://fitnessbusinesspodcast.com/onlineevents - Have a say in Season 7! https://fitnessbusinesspodcast.com/season-7/ - The Fitness Membership Divide Report https://www.patreon.com/FitnessBusinessPodcast/posts/fitness-divide-162118509 - The Exercise Ecosystem Report https://www.patreon.com/FitnessBusinessPodcast/posts/exercise-report-162117763/ Timestamps (00:00) Former Member Retention Opportunity (01:35) Free Fitness Industry Reports (03:48) Fitness Consumer Research Insights (06:23) Why Gym Members Cancel (09:30) Fitness Membership Trends (12:25) Gym vs Home Workout Trends (13:13) Omni-Exerciser Consumer Behavior (14:38) Recovery Services and Wellness Revenue (17:46) Fitness Consumer Spending Habits (21:18) Gym Growth Strategy Ideas (26:27) AI-Powered Gym Business Planning Our guest, Melissa Rodriguez - Website: https://datagonist.kit.com/datagonist - LinkedIn: https://www.linkedin.com/in/melissarodriguezmba/  Merch Sponsor REX Roundtables: - Website: www.REXRoundtables.com- Email: [email protected] Thank you to the partners who support The Fitness Business Podcast:  Solution One Partners: Provides marketing, loyalty, and CRM solutions for the fitness industry. https://solutiononepartners.com/ Arsenal Strength: Manufactures professional strength gym equipment and offers custom gym design. https://www.myarsenalstrength.com/ Power Systems: Sells a wide range of fitness, strength, and conditioning equipment. https://www.power-systems.com/ BlkBox Fitness: Designs and manufactures gym equipment and creates bespoke training facilities. https://www.blkboxfitness.com Replify: Replify provides AI-driven receptionist and sales automation for fitness businesses. https://www.replify.ai/ About Our Guest: Melissa Rodriguez is the founder of Datagonist, a research firm specializing in consumer behavior and market trends across the fitness and wellness industry. With more than 13 years leading research initiatives at the Health & Fitness Association (formerly IHRSA) and experience conducting market research at Mindbody, Melissa brings a unique blend of industry expertise and analytical rigor. Before moving into research, she worked as a personal trainer in commercial gyms, boutique studios, and community fitness settings, giving her firsthand insight into the realities of club operations. Today, she helps fitness businesses, technology companies, and industry stakeholders make smarter decisions through data-driven research and consumer insights.  Please note: We only recommend products we care about (affiliate links support our free content). Thank you for your support!

Strength training has never been more popular, yet millions of people still feel unsure about where to begin. In this episode of the Fitness Business Podcast, JT sits down with Ryan Hogan to unpack the findings from the latest Les Mills Global Fitness Report. Drawing on feedback from 10,000 fitness consumers worldwide, Ryan shares what gym owners need to know about the growing strength training confidence gap, the importance of onboarding, the role of club culture and "vibe," and why human connection may be the industry's greatest competitive advantage in an increasingly digital world. Take the Next Step: - Become an FBP Insider (7 days free) https://fbpinsiders.fitnessbusinesspodcast.com/ - Free live online events for fitness leaders https://fitnessbusinesspodcast.com/onlineevents - Have a say in Season 7! https://fitnessbusinesspodcast.com/season-7/ - Les Mills Report: https://www.patreon.com/FitnessBusinessPodcast/posts/les-mills-2026-161197132 Timestamps (00:00) What 10,000 fitness consumers told us (04:26) The three biggest trends gym owners need to know (05:38) Why members are intimidated by strength training (08:21) The onboarding gap costing gyms members (11:05) What creates a great gym vibe? (13:45) Why group fitness spaces need to evolve (16:06) Mental health is changing the fitness industry (17:49) Why exercise feels like a chore (20:14) The motivation business mindset (21:42) The one investment every gym should make (24:12) Les Mills x HYROX explained Our guest, Ryan Hogan: - Website: https://www.lesmills.com.au/ - LinkedIn: https://www.linkedin.com/in/ryanedwardhogan/  REX Roundtables: - Website: www.REXRoundtables.com- Email: [email protected] Thank you to the partners who support The Fitness Business Podcast: - ABC Fitness Solutions: Simplifies operations, amplifies marketing and sales efforts, and enables a dynamic member experience. https://abcfitness.com/ - Lionel University: Provides online degree and certificate programs in Exercise Science and fitness education. https://www.lionel.edu/ - Atlantis Strength: Designs and manufactures professional strength equipment for gyms and athletes. https://atlantisstrength.com/ - HireBob AI: Provides AI employees for fitness businesses for sales, support, and retention. https://hirebob.ai/ About Our Guest: Ryan Hogan is the CEO of Les Mills Asia Pacific and a senior and strategic executive with a proven background leading businesses in the global fitness industry. Ryan is recognised as an experienced leader who specialises in driving organisational culture, change management, strategy. Please note: We only recommend products we care about (affiliate links support our free content). Thank you for your support!