LIFTS Episode 106 - How YouTube Is Reshaping the Fitness Industry with David Sherman-Presser

Jan 11, 2026

David Sherman-Presser, founder of Structure Creation and former YouTube creator advocate, shares insights on the evolving fitness landscape. He explains how gyms must adapt by thinking like media companies in a creator-driven economy. Topics include leveraging YouTube for validation, the power of long-form content, and why gyms are now competing with digital creators. David emphasizes the importance of audience trust and suggests strategies for gym owners to build their brand on platforms like YouTube while highlighting successful fitness media models.

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INSIGHT

Fitness Is Now A Media Business

Fitness is becoming a media business where attention, trust, and audience are core assets.
Media infrastructure now powers discovery, learning, connection, and long-term trust for fitness brands.

INSIGHT

YouTube Is The Fitness Search Engine

YouTube is one of the world's largest platforms and the top destination outside Google for people asking fitness questions.
Its scale (2 billion daily users) and format make it uniquely important for health and fitness content.

ADVICE

Prioritize Clicks And Retention

Focus on a few core signals: thumbnail/title (click) and retention (watch time).
Treat YouTube like a gym: consistent reps (regular posting) build growth over time.

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Welcome to the latest episode of L.I.F.T.S, your bite-sized dose of the Latest Industry Fitness Trends and Stories.

In this episode, hosts Matthew Januszek and Mohammed Iqbal sit down with David Sherman-Presser to unpack why the fitness industry is rapidly becoming a media business, and what that means for gym owners, operators, and brands trying to stay relevant in a creator-driven economy.

They explore how attention, trust, and audience ownership are now just as important as equipment and square footage, why gyms are increasingly competing with creators rather than other gyms, and how platforms like YouTube are reshaping how fitness businesses are discovered, validated, and scaled.

From validating gym concepts online before investing millions, to understanding how long-form content builds trust at scale, this conversation breaks down what it really takes to build a modern fitness brand in 2026 and beyond.

In this episode, you'll learn: