# Natalia Karbasova
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Top podcast episodes featuring natalia karbasova.
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 ada…
LifeTime: The longevity gold rush
Life Time has 17.2 million square feet under roof and 1.5 million members. Jeff Zwiefel on converting both into a longevity business.
Recorded in 2025.
Most operators talk about adding a medical offer. Life Time built one inside the clubs it already owns, and Jeff Zwiefel puts numbers on it: what …
Hyrox: What gyms forgot to sell
150 events in the 150 biggest cities, and HYROX is at 85. Co-founder Christian Toetzke on why a race fills gyms instead of emptying them.
Recorded in 2025.
The fitness industry built itself on burning calories and aesthetics. Christian Toetzke's argument is that no other sport in the world runs on…
Sweatcoin: The pay-to-move economy
Sweatcoin pays people to walk. Co-founder Oleg Fomenko on where the money comes from when your product pays the customer.
Recorded in January 2026.
Every fitness business charges for activity. Membership, trainer, kit. Oleg Fomenko built the reverse, and he tells Natalia Karbasova that early inve…
EGYM: The unstaffed gym problem
Recorded one day before EGYM announced its merger. Co-founder and CTO Florian Sauter on why the AI is not a language model.
Recorded in January 2026.
Every fitness technology conversation in 2026 starts with large language models. Florian Sauter runs the technology at EGYM and says that is not wh…
SATS: The eight-week window that decides retention
Almost 300 clubs and 700,000 members. SATS Chief Digital Officer Gaute Sandal on what actually keeps a member coming back.
Recorded in 2025.
Every fitness operator is told it needs an ecosystem. At the time of this conversation SATS, the largest operator in the Nordics, connected to no wearables a…
NYSC: The member nobody budgets for
120,000 members and a 70% use rate. NYSC CEO Bill McMenamy on what it costs when members actually turn up.
Most club economics quietly depend on members who never come. Bill McMenamy built the opposite: a majority of his members check in more than 16 times a month, his use rate is above 70%, and h…
VivaGym: The moments that decide retention
Juan del Río ran VivaGym for nine years. He joined in 2016, when it had fifteen gyms in Spain. By the time he handed over, on his own count, it was around three hundred clubs across Spain and Portugal.In this episode he sets out a framework he calls moments of truth: the specific points in a member…
BeWell Brands: A gym is a database
A gym is a database. Elaine Jobson, CEO of BeWell Brands and Jetts Fitness, on why Gen Z is rewriting the budget-gym model.
Elaine Jobson led the management buyout of Jetts Fitness in 2022, then built BeWell Brands on top of it: a franchise house that runs the same franchise engine across gym, reco…
FitActive: The upsell is software
192 clubs, 500,000 members, 19.90 euros a month. FitActive founder Eduardo Montefusco on why the next margin comes from software, not square metres.
A FitActive club costs around a million euros to build today, roughly double what it cost ten years ago, and the membership price has not moved. Monte…
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