Lift Free And Diet Hard with Andrew Coates #394 Kenny Santucci - Why People Are Surging Back To Gyms and In-Person Coaching
Aug 28, 2025
Kenny Santucci, founder of Strong New York and owner of The Strength Club, discusses the fitness industry's evolution and its growing community focus. He reflects on the importance of prioritizing health over luxury spending and critiques the perception of fitness as a status symbol. Kenny highlights the popularity of events like Hyrox and emphasizes the demand for in-person coaching. He also urges listeners to foster a supportive environment for all fitness enthusiasts through community engagement and upcoming events.
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Identity Shields Against Change
- Andrew links resistance to change with identity protection: saying 'I don't want to look a certain way' soothes discomfort about powerlessness.
- He criticizes grifters who promote disempowering narratives to gain followers among vulnerable people.
Why Strong New York Was Built
- Kenny created Strong New York to cut through industry noise and bring trusted experts together for the public.
- He tailored the event to New York tastes, adding Pilates, yoga, kids classes, and dance rather than only bodybuilding fare.
CrossFit Sparked Hybrid Fitness Culture
- Kenny credits CrossFit with normalizing group classes, female strength, and hybrid training culture.
- New events like Hyrox and obstacle races evolved that hybrid athletic demand further.