LIFTS Episode 104 - Fitness Predictions: Reviewing 2025 & Forecasting 2026 | with Anthony Vennare of Fitt Insider

27:10Matthew Januszek:Yeah, most most said that to me, it's it's it's, we've not seen the rise of the independent creative for quite some time, it has been cookie cutter, every gym looks the same, they have the same equipment. And I think this, the some of these new ones, it's really refreshing to see this, you know, this, this whole grassroots movement that maybe because it is relatively sophisticated and service led, Maybe that is the reason why it's not as easy for some of the big brands to jump in on this quite yet. Mo, what are your thoughts? You both took away my prediction for the S &P segment, but it's really a combination of what you both have been talking about for 26.

27:51So my second prediction is that innovation goes hyper-local. So I'm talking about premium neighborhood-based wellness. In 2026, wellness is really going to shift from global scale. Think about these big brands. like Anthony, you and I were just talking about the hyper-local ecosystems. If you want to see the future, I'm in New York today, but look at cities like New York, what's happening in London, Austin, Matthews, you talked about LA, the Gold Coast of Australia, where I was at two weeks ago, and even Dubai. These cities are becoming wellness R &D labs. Why? Because they have consumers with high disposable income, dense populations, early adapters, strong community cultures.

28:31And these consumers are not only invested in wellness, but they're willing to pay for quality recovery, personalization, and longevity. So what we're seeing as things like recovery studios, mobility labs, hybrid Pilates and strength, boutique run clubs, we've talked about that a lot, longevity clubs, sauna cold plunges, premium group training. There's just a lot of innovation coming out of these areas. And I think that this next year, maybe the next one to five years is really these core markets are going to be these labs that ultimately we're going to find what's going to be able to scale internationally.

29:11And innovation, I believe in 26 is really going to come from local entrepreneurs and innovators and not big brands like what we've seen over the last 20 years. So the prediction is that in 2026 is the year that local and premium community, those studios will outperform big box expansion in relevance, cultural significance, and loyalty.

29:37Matthew Januszek:That's a big claim there, Mo. That's a big one. But it's already happening. We're seeing it happen. I mean, Anthony, you talked about even in Pittsburgh and Cleveland, right? Look, I was at ABC's CEO's house a couple of weeks ago, Bill Davis. He was in Columbus, Ohio. And he was even telling me in Columbus, Ohio, there are incredible innovations and studios that are opening up that aren't national. They maybe have two to three locations, but they are premium and they're always packed and serving that core audience. And I just think that when you look at personalization, just like healthcare, it's hard to do that from an ivory tower.

30:12You need to be close to food sources, local cultures, local trends. So I think that's why 26 is really going to give big brands a run for their money.

30:24Matthew Januszek:Yeah. We'll move on to trends and consumer behavior. This is the 2025 prediction from YUMO was that GLP-1s would reshape the industry. And it looks like you had a hit on that one. And then the second prediction that you made was that women's health would become a strategic priority. And your chat GPT gives you 10 out of 10 for GLP-1s and 9 out of 10 for women's health. So how do you assess yourself against the score? What are your thoughts on that? And then what are your predictions for 2026? Well, I think because I went first to that question last year, and I'm going first this year, I cheated a little bit.

31:10I mean, that was like the obvious. If you could pick the one obvious one, it would be that. That was a pretty easy one. But I think the surprise to me with GLP-1 is how quickly, I mean, it grew even more quickly than what I predicted. But one thing that's interesting is that internationally, it's not as big as it is in the U.S. I do think that, for instance, I was in Australia speaking at a conference, and I'd mentioned GLP-1, thinking that people would know what it is. And they were just looking at me like with blank stares. They did not know it. So when I mentioned Zempik and Rogovia and Brent, they recognized that a bit more, but it still is very, very early.

31:44So I do think that we're going to see that grow. And Women's Health, we're going to continue to invest in that. for 2026 in this particular category what i'm noting is a shift from aesthetics to holistic well-being so again continuing on with my other predictions in the in the other two areas that we talked about but if you think about the last couple of years right we've all been traveling to these shows matthew and i have been at fibo and hfa for the last couple of years and you look at body-specific brands. Booty Builder being one of them has really scaled and grown really well. But instead, I think the trend now is going to be away from body-focused aesthetics to more whole body well-being.

32:28And again, plays really in line with what we've been talking about this entire episode. But this is driven by, number one, you have an aging demo, right? So you've got people in the 30s, 40s, and 50s growing older. You've got a younger generation that even though they're in their 20s are focused on longevity. You've got hybrid brands like High Rocks and hybrid condition coming up. You've got a culture around recovery saying that stress is not necessarily good. Some stress is good, some stress is bad. So I just think that the data is signaling right now that aesthetics is important and that is going to be a side effect, but feeling good becomes the product and not just having the six pack.

33:10And consumers aren't chasing six packs anymore, but they're really focused on things like energy, stamina, strength, balance, resilience. And if you look at wearable metrics and even how the wearable UX has shifted, it's focused on that. So I think 2026 is going to be a focus away from just aesthetics, but that could be the byproduct, but really focus on overall wellbeing.

33:35Matthew Januszek:Makes me wonder, like some of these, I know this glute training has been popular, which is the one you referred to. I just wonder how much of those, those kinds of ideas are really fads, which are very difficult to build your business on. I know a lot of times, particularly gyms have got to respond to those sorts of ideas, but, but you know, separating the more short term fad based ideas from the longer term trends. Agreed. And in fact, when I look at certain posts, even, even recently on social media, I'm not all that big on social media, like you are Matthew, but even some of the stuff that you've sent me, you could tell that the focus, even with clothing lines and look at the innovation happening there and at leisure, it really has been out of aesthetics largely and more into overall well-being.

34:21So I think you're seeing that shift impact everything from supplements to clothing and wearables and so on. Have you got any comments on that, Anthony? Yeah, I think my kind of predictions overall tag onto that which is but even more so it's the drift into our food our homes everything like you think about companies recently like mold co-raising money about mold it's it's wellness a while ago we talked about like everything is wellness and now it's the prediction of for me the trends are it's expanding into everything like the food the not the processed food versus the organic food versus actual like where food's coming from what it is and that's impacting cpg actual grocery store the food that you're eating from both vegetables and meats and otherwise like the the that focus from the consumer and that's you know the food that you're eating the clothes like mo you said the clothes you're wearing but it's not just about the the focus of aesthetic versus wellness it's more like what is in the clothes that i'm wearing microplastics containment all that stuff same thing for um your home the like the mold that's there, the water you're drinking, the air quality, the products, the sheets that you're on, everything that you are touching, like eliminating plastics from your Tupperware, going to glass containers.

35:35I think a lot of stuff that we all that are look at know, but that's expanding rapidly to everybody. And even for me, at least it is mixing under the lens of like generalized health. It's going from wellness to health and the health is attached to all of those categories and the trend of wanting to understand what's in the things we're eating, the same supplements, look at Supco, look at other places, look at what Thorne just came out with on their report about the consumer knowledge of what's in the products. And I think for a while, and it kind of, for me, it kind of touches on the gyms and the small market too.

36:14It's like, there are these really big companies that have been selling us crap for a long time. And people, a lot of brands look at fitness, wellness, health as a way to make easy money. It's the things they sell on Amazon where none of the actual ingredient is in the product that you're buying. It's in the clothes that you're wearing. It's in the stuff in your house. It's in the products you're putting up. I think there is going to be a layer of trust that is needed on anything that is coming in near around my body as a consumer. And that is going to be a big focus for 2026. And obviously it's driven by the political landscape and what's happening there and just generally, but what the consumer needs both from their expectation and then the validation of trust.

36:56Like there's an app called Oasis that, I don't know if you've ever seen it, huge following on social. It's like, you know, they go and get independent testing and or they get the test that water companies are doing on the bottled water and the food and the things. And you're like, man, there's so much bad stuff in what we're consuming. And then that doesn't even touch on the plastics and microplastic and everything else. So I really think that massive trend in the actual ingredients and quality of products is a big one for me. And then generally, it's on the other side, it's the shift from being fit to being healthy.

37:35And it's going to be called longevity, it's going to be called whatever, but it's consistent health, it's not fitness, it's not being and looking fit, it's being, feeling good and being healthy is all of that's going to lend towards that shift.

37:49Matthew Januszek:And just going back to your prediction for last year, then so your, your view was that offline fitness would boom. So how do you think that lined up in, in relation to prediction? I mean, definitely, for what I'm seeing, the, the, it goes back to like sweat house, you have to book it, but then you want to get there, you want to be in person, you want to experience it, you want to have a good time. And then I even think deeper down that path, like it's going to continue to grow of offline fitness. It's focusing on being in person and experiencing things, but then more and more this being offline in general, counter to what we were saying on wearables and everything else, but like not being on social, not tracking every single thing, not focusing on technology, like getting away and just living.

38:35And there's going to be already happening with the products that are out there, but more and more, I don't want to be online. I don't want to be in front of a computer. I don't want to be in front of a screen. I want to, you know, be outside, experience things. And then I want to have like my little circle of health, hopefully. And there's going to be a ton of apps. Like there's the brick one that is really cool where it can shut your phone down. There's be present, which is an app that I really like. There's a ton of those things out there. And I think there's going to be a lot more of that too.

39:03Matthew Januszek:We've spoken about that in a previous episode, but I was following, I follow a bunch of DJs on social media it was an early career that I was very passionate about nightclubs and and and raves and festivals but but you can start seeing a lot of these DJs now posting these private events that they're doing where they're just no phones whatsoever and and then you look down at the comments of people and everyone's like oh it's great to see people engage with the DJ instead of looking at the phones and so I can you can start seeing that with a lot of younger people that are going out. And, and I would agree with you there.

39:39Matthew Januszek:I think it's just going to be time where people will just totally rebel against that. I'm hoping it's sooner with my two teenage kids, to be honest, but they're not quite caught up yet. Yeah, Matthew. So in 2025, you predicted that strength would continue its decade of growth. And you got a 10 out of 10 on this one, in a lot of ways, strength became the default modality for new gym goers. And in fact, the interesting thing is tracking new gym members, we used to see them go to the treadmill first, but now they're coming in with strength programs. So you're seeing that evolution happen. How do you think that prediction went for you?

40:22And what do you have for this category in 2026?

40:24Matthew Januszek:As your chat GPT said, I think I've got a 10 out of 10 for that one. I think that's fairly safe to say. No surprises there. And I'm sure that will continue. It'll be interesting to see how it will continue. And I think on my early comment, I think there'll be a little bit more information and data that people will look for because there's very little quality information you can get around your strength training. Although I do understand that that's going to be a challenge for a wearable or a technology company to solve that to the level that probably people want. But I think my trend prediction for this year is based on an episode that we did a few weeks ago, which is talking about the decline of alcohol and the rise of some of these functional social beverages.

41:08Matthew Januszek:I was also reading Anthony's newsletter prior to this interview, and they also make a note for an Australian brand, Hopper, that makes makers of Australian hop infused no tropic drinks. And I think there's a number of companies that that are raising quite a lot of money in that space at the moment. It's a space that I'm pretty passionate about as someone that's interested in my health. Every now and again, I still do drink every now and again, which completely screws up my health and readiness score. So I'm keen to probably kick that habit a little bit more permanently in 2026. But also, So I think there's some really nice alternatives out there.

41:53Matthew Januszek:There's a lot of innovation in these THC infused beverages, which are now infusing things like THC. And they've got a lot of natural energy, kind of energy-based ingredients that not only kind of give you that warming effect that you probably get from alcohol, but it also gives you some stimulation. And they're combining that with a number of different sort of herbs and herbs and I don't know what you call them. What do you call some of these like functional ingredients? Is that what you call them? Functional ingredients? New tropics. Yeah. Yeah. So I think THC beverage, Kratom is one I'm keeping an eye on.

42:33Matthew Januszek:I think that's pretty interesting. Like particularly around where I'm based in sort of Southern California, Orange County, there's these Kratom bars that are opening up where you go in and they have all these different powders and you can have whatever mix you want. You can have like one for your mind that helps you concentrate. You can have like a bliss. You can have one that sort of gives you energy. You can have one that makes you sleep. And you go in there and this lady sort of mixes it, mixes these powders, and then they give you these flavors. And they seem to be quite common. And although there's some mixed reviews around Kratom itself, I do see that that's increasing.

43:13Matthew Januszek:seeing and I think as more information comes available, I can see that becoming a great alternative to alcohol. You've got the mushroom-based beverages, Lion's Maid and Chaga and a bunch of stuff there, as well as some of the sort of psilocybin that you're starting to see being included in a few of these drinks. And then finally, these, what they called a bit like the Haslow one here that I'm not promoting, but he did send me a big case of this stuff. so the adaptogen with amino acids and nootropics in. So I think that whole category will set to expand, and I think we'll continue to see the decline in alcohol sales by the end of 2026.

43:54Yeah, I would love to see that. I do think that there needs to be, back to Anthony's point, around the efficacy and really what's going into these products. Right now, it's not really governed what type of testing is going into it. I mean, in a lot of ways, you've got to really trust the executive team and the brand into kind of what's going in these products. And then do consumers know what they're putting into their bodies? That would be my concern.

44:21Matthew Januszek:Anthony, is this a space that you've done much research into? Absolutely. I mean, we've looked a ton at the category itself. And I think overall, the stats are there. People aren't drinking. People are trying to drink less and they're looking at, you know, how they feel based off of that. And you do see the pop-ups of Kratom and other things. But then at the same time, you see the, you know, there's, what is it? The live free drink, the little blue bottle one that has a bunch of people addicted to it. Apparently we were just doing some research on that. And there's a lot of ups and downs from it all.

44:54But I do think the concept of the functional beverages of feeling better is there. but like mo said it's like what is actually in them what is good what is bad how does it actually impact you um and then that kind of for me crosses into the cpg sector which is i think wellness is eating cpg like if you think about proteins and every everything literally cottage every it's insane like every new product that you're like i don't need protein in in this thing so like i think that is happening the the beverage space is everything is wellness now and like you know look at poppy and look at those acquisitions those just fueled five years of unbelievable growth in that category because of the acquisitions um and the same thing goes for the the drinking space what is it tom holland tom holland now has a non-alcoholic beer and you know what athletic brewing set this the category itself but now with everybody going in it i think it's gonna the and now that there's validation from consumer spend, it's just going to be massive.

45:57And the tail end of that that I'm excited about is I think we are looking at, you know, addiction, recovery, sobriety, all of those things as a part of the industry growing. And you see, like, we had an event that we hosted as a partnership with Eudaimonia down in West Palm Beach not too long ago. And there was a lot of talk about ibogaine. And what's ibogaine? I don't want to butcher it, but like, if you've ever seen ayahuasca, ibogaine, it's like these, you know, psychedelic style drugs that have mind altering capabilities. And the research on ibogaine is that it can help with addiction and PTSD and all of those things.

46:38So I think the growth in those categories psilocybin ibogaine uh dmt uh ayahuasca and in those being bundled under the wellness category that is still going to be pretty small i think in 2026 but the growth around that and now that at a major consumer event like eudaimonia what we were doing that there were doctors speaking on the topic of how ibogaine can help you with addiction massive opportunity and growth and and it kind of just pigeonholes down to like that everything is wellness category and hopefully more of the products we're seeing can have some science behind what people are taking.

47:14Matthew Januszek:What do you think about that? Because there's two ways. We talked about it a little bit a few weeks ago. Now, clearly, for anybody in the alcohol beverage industry, they're going to do everything they can, and they're going to try every trick in the book to lobby government, to make sure that none of these new kind of ideas get to mainstream. And with some of the regulation not necessarily being there, and some of the effects being questionable, then they're certainly in a strong position. Now, you can argue exactly the same about alcohol, you know, so many terrible negative effects around alcohol and crime, and you name it, you know, it's probably one of the worst drugs on the planet.

47:55Matthew Januszek:But what are your thoughts in terms of how some of that regulation is going to shake out, primarily due to the weight that a lot of these big sort of major consumer alcohol brands have got on government? Yeah, I mean, I think you just, what the build it right now is about the hemp, the THC and hemp that's out there right now. I mean, the fact that you can like, I myself, I take very low dose THC to help sleep and the fact, and it can only be legal over the counter because of the hemp rule, how much THC is in that. The fact that it's even being considered to be banned, I don't understand and why or how that's going on.

48:31It's things like that where, yeah, I don't get it. I don't know why or how. And I do think there's probably some inner workings, like you said, Matthew, like whether it be lobbying or government or other stuff. But I hope it doesn't happen. But judging from past experiences of things, it probably will. We're about to move on to our final section, which is our big idea around the predictions or big themes rather for 2026. So I was actually going to go kick this one off myself. Last year, I talked about the big idea being around fitness and healthcare converging together and big companies like Apple and Amazon moving deeper into health analytics and Amazon Clinic expanding.

49:13While I think that's happened, I don't think it really went to the extent that I thought it was going to happen. But for this year, I really have a view that is a little bit probably controversial. I predicted that in many episodes that AI in fitness would help improve outcomes. And it fully hasn't happened yet. AI is everywhere, but it's still pretty shallow for most consumers. When we talk to most consumers about their AI and wellness, they're like, oh, it's kind of cute. It's a gimmick, but I'm not really going to trust that it hasn't really become indispensable. And it's just a layer. It hasn't become a true engine yet.

49:51I'm going to say something that's going to surprise a lot of people, given the fact that I spend most of my day in AI. But I think that in 2026 is the year that the AI bubble in fitness and wellness pops. And not because AI isn't transformative, it absolutely is. But because there are too many companies in our industry, and I get this every single day, that are just built in very thin GPT wrappers. Funding for AI in our category is down already by 38%. Retention in AI fitness app is below 5 % at 90 days, and most consumers are joining and then leaving. There's no defensibility without proprietary data.

50:29So I think a lot of companies are just building these veneers and then they're leasing data. And so I do believe that in 26, we're going to see the bottom 80 % of AI wellness startups that will either shut down or consolidate. And then the top 20 % with real data and outcomes of community will actually thrive. When you look at the market, what's happening with companies on the AI side, I think that's very, very different. I don't think a lot of people are talking about an AI burst like we had the dot-com burst in, which was almost 29 years ago. And I remember this, I learned this in business school, but Alan Greenspan famously warned the industry of irrational exuberance.

51:11And you think about companies like Amazon and Cisco and all that that led to the dot-com burst back then, 29 years ago. So that's a little bit different today because unlike that era, the AI bubble, these companies are actually profitable and they're making money. I mean, a lot of them even like OpenAI that might be losing money, they're still making revenue and they're making material revenue. My comment on the AI bubble being first is really more in our specific category where I think that the larger companies that have real data outcomes or community, they will thrive. and AI is going to be the infrastructure and not the product.

51:49So I think this is a year that kind of hype on AI ends and the substance really begins.

51:55Matthew Januszek:Anthony, what's your thoughts on that? I know you get a lot of unique insights into some of the investment that's being made. Would you go along with that? Yeah, I mean, honestly, I think that the – I have yet to see any real AI in health and fitness anyways. I mean, generally speaking, it's all either a lot of hype or it's a lot of conversation that's not truly valuable. And I actually have a concern in general about that. There's a lot of people chasing and functions, trying to build dock in your pocket, superpowers saying they're doing it. There's a lot of brands launching now that are coming out and saying they will be that like, I can't forget the one I just talked to that's doing it.

52:36But I don't, I agree with Mo. I think it's not going to be what everybody thinks it is and call it the bus this year. But yeah, definitely not what everybody says it's going to be. And I honestly countered a most point. I agree. I think that's going to be the case for AI in general with a lot of stuff that's happening. Obviously, there's a value in it. But a lot of the things you're seeing now and the claims that are being made now, and again, a lot of my conversation is for the average person. When it comes time for them to use the things, it just doesn't work out for them like they expected it.

53:14And yeah, definitely in health and wellness overall, there are so many apps and systems and tools and things that we saw decks for that I don't even think exist anymore. Yeah. In 25, Anthony, you talked about peptides becoming mainstream, telehealth clinics. And I think you were right. I mean, in a lot of ways that has happened. And what is your prediction from a big theme perspective for 2026? Yeah, it's funny. I have so many. It's hard to narrow them down. I'm trying to pick my favorite one from the list.

53:48Matthew Januszek:You can have more than one if you wish. Okay. Well, I already touched on it. I think everything that I believe and my big predictions were already touched on. But let's start with the main one, which is the kind of invisible, call it invisible infrastructure. It's environmental health, family health, social health. It's all of the things that go on to whole person wellness that aren't fitness related at all. It's, you know, we wrote about it not too long ago on the newsletter. Your social life, your social health, your family, where you live, living near your friends and family, being access to them.

54:31wellness being integrated into like every part of your life, the air you breathe, the water, the toxins, the clothes. I think people will really start to orchestrate and spend dollars, which I do think is going to generally disrupt the fitness market as a whole and the product market. It's people are looking for how they feel and how they live at all times. And it's not just about going to the gym and buying a fitness product and selling a fitness thing. And I think the marketing is going to have to change for the wellness, for the fitness industry. And I think just as a whole, the industry is going to be completely shifted because the consumer is going to want this entire layer of health for everything that they do.

55:09Being mindful of where you take your vacations, what you do, how you live, how you spend your social time. Everybody's so busy. Everybody's so overworked. The economy is where it is. They're going to look at that full landscape of wellness and make decisions based off of that lens. And then the other kind of built on angle of that goes to, I think they're going to be doing that while being online and spending the time tracking and wearables and all those things less. It's not going to be about, am I metrically driven to be fit? It's going to be like, do I feel good? Am I happy? Am I centered? Am I calm?

55:52And that kind of also goes on to less subscription, less noise, less things being sold to me, less consumerism. And that's going to be a wellness lens. There's going to be this drive and push for less buying, less consumers and less things being made and sold for both the environment and themselves. And again, it's going to get a wellness lens and be the phones that I use, the products that I use, the clothing that I'm being sold. I think the consumer, especially the millennials and Gen Z, they're getting smarter and it's harder to sell them things. And they can look around and go, you know, because of the kind of socioeconomic environment, they're like, I can't even buy a house right now.

56:37I'm not going to buy your thing. I'm not going to do this. Like, I want to be healthy, feel good and just be happy. And I think it's going to change a lot of the way that the fitness industry had to operate. And it's kind of all the things that I've been saying. I think it kind of lends itself towards health and wellness is the whole person and the whole body. And in a lot of what the industry has been, and I don't want to call out names and people, but like there's always these same people cycling through selling the same types of gyms and the same types of products and the same things. And it's like, I don't think that's going to work anymore.

57:13And I'm personally happy about it. Matthew, last year you talked about integrated health solutions becoming mainstream, which got a low score here from our chat GPT. Great. As much as I want to see that happen, I don't think it necessarily happened. The second thing which you talked about, so you kind of gave us two predictions, is that gyms are going to get redesigned and real estate within the gym is going to be repurposed to add things like strength, recovery rooms, and so on. and that has happened so you had a direct hit there um what do you think about those predictions from last year and what do you have in mind for 26 so the first one you said i was going to

57:52Matthew Januszek:challenge you a little bit on that one because i only got a seven and i my reference was to was was rfk junior coming in um and make america healthy again and so i think one of the one of the when i did a little bit of research and and you can you can tell me what your thoughts on this but it does seem as though the presidential fitness conversation has returned federal agencies have pushed the that are pushing preventative health uh the military have published this crisis level fitness data um there's this nutrition reform which has accelerated and i think some of the stuff that um anthony would was mentioned about like some of the ingredients that are in foods now like i i don't think necessarily the the the mass population were even aware of some of the things like food dyes and anything like that i i certainly didn't have an awareness of it until this became a bit of a thing um so i so i certainly think that there's been there's been progress in terms of of the importance of fitness now which wasn't around previously and also how this is now spilling over into what we eat and the pressure on some of the food companies.

59:08Matthew Januszek:I even even reference the GLP ones where there's there's also been pressure to now bring the price down into, you know, bring the price down or making it a lot easier for people to get that at a more affordable price. So so what are your thoughts on that mode? Like, was that definitely a fowl? Or can I get a little bit of a higher point, which will then mean I match you if I get one point. You would match. I think you're right. And I think that the trend is happening. And of course, I think you have earned additional points for that. That absolutely has come true. And I think that, you know, and this started, this is not just with this administration, started with the last administration, with the White House Council for Health, Home and Nutrition.

59:46Consumers, to Anthony's point, are wanting to know what's in their food, what's touching their body, anything that they consume or touch, their homes, they're paying more attention to. And they know that the air in their homes, the paint that goes in, I mean, everything about building materials or clothing, plastics, foods, and so on, is going to impact their health directly. And to do the right thing, in a lot of cases, actually doesn't cost more money. It's just you've got to put, you might have to reformulate a product. So yes, it's going to cost companies money to do it. But from a product perspective, it does not cost more.

1:00:25And consumers are getting smarter about that. So I'll give you some points for that. But for 26, what is your prediction for 26?

1:00:33Matthew Januszek:Well, there's a couple of things. So number one, I think my view is that that will continue. I think that will continue to get a lot more awareness over the next 12 months. And I think if I had to choose one of the points that I've sort of highlighted which is the uh move towards more motorized and computerized strength uh the social fitness platforms and the functional beverages replacing alcohol then i would i would have to say i think there's my bet is that there's gonna we're gonna see some probably more measurable difference in these uh i guess tech platforms that are turning movement into community such as the um the guys we've mentioned earlier whose name escapes me what are they called what's what's the company that um that is doing this um sweat pal is it yeah yeah sweat pal yeah i think we're going to see a lot more on that it wasn't something i'd recognized prior to doing the research on this but i think they're going to be become a lot more prominent i think there's going to be a lot more people that are going to be getting involved in in that type of um uh i guess concept going forward Well, we are at time.

1:01:45If you have any comments, we'd love to hear from you. We'd love to hear your predictions. If you have any predictions or if you want to comment on all predictions from last year or what we have talked about for 2026, let me know. If you're working on a product that could be interesting, also comment and let us know. Anthony, thank you so much for joining us again. We look forward to having you again next year. I'll be rooting back for myself again to be on top of the leaderboard, but wishing you both the best of luck as well. No, I appreciate you guys. Thanks for having me on again. And I think, I don't know, I think I do see you probably winning again.

1:02:21So it's just how it goes. I guess you're used to it now.

1:02:24Matthew Januszek:Well, thanks very much, Anthony. We'll put some details of your newsletter, but if anybody wants to stay up to date with what you guys are doing and you do do like one of the most amazing newsletters I've had from any industry. So where can people sort of sign up to hear about what you guys have got going on? If you go to fit.co, F-I-T-T dot co, you can see all that we're up to. We will talk about it much more publicly, but we own a number of companies now. We have Fit Insider, the newsletter and content, which we're doubling down on and really expanding in 2026, which will be exciting. More reports, more content, more social.

1:03:01We also own Wellworthy. We made some acquisitions on the Wellworthy side, which is our consumer-facing platform, which you'll see, again, rebrand and just massive growth there. And then we have recruiting firm, consulting group, a number of other things, and then a few more that we acquired before the end of the year that we'll announce soon that anything happening in the health and wellness space, whether it be content or services or events, whatever, we're trying to be the ones doing it.

1:03:24Matthew Januszek:Well, thanks very much for your time. Thanks for listening. I hope you enjoyed this episode. If you did learn one or two things from this, then help us to get this message out to more people by giving us a share, a like, leave a comment. And that's it for me. Thanks for enjoying. Thanks for listening to this episode.

1:03:57you