Escape Your Limits & LIFTS LIFTS Episode 117 - Mark Mastrov, UFC Gyms & ABC Fitness on the Future of the Industry | LIVE at HFA 2026
Mar 29, 2026
Mark S. Mastrov, veteran builder behind 24 Hour Fitness and Crunch, returns to scaling gyms and ops. Adam Sedlack, CEO of UFC Gyms, is expanding into jiu-jitsu studios and recovery/medical-wellness. Bill Davis, CEO of ABC Fitness, is turning the company into a tech platform with payments, data, and AI. They discuss tech-driven gym experiences, new business models, recovery and longevity services, and the rise of personalized, data-led offerings.
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Bring Back Trusted Leaders To Rebuild Culture
- Mark prioritizes people and uses an upside-down pyramid where leaders serve frontline staff.
- He rehired veterans like Mike Feeney and Derek Gallup to restore institutional expertise when relaunching 24 Hour Fitness.
Members Now Share Wallet Across Multiple Fitness Brands
- Consumers now hold multiple memberships and split spend across boutiques, gyms, and recovery services, increasing industry 'share of wallet.'
- Mark compares gyms to Starbucks as a 'third place' and notes members choose different venues for different modalities.
Open Small Branded Jiu-Jitsu Studios For Scale
- Offer lower-cost, focused footprints like 2–3k sq ft jiu-jitsu studios to let skilled coaches open franchises without $4M build costs.
- Adam launched UFC Jiu-Jitsu studios with ~ $150k entry and financing support for black belts to own businesses.