Jack Thomas, Co-founder of The Fit Guide, discusses innovative standards in the fitness industry. He highlights the surge in popularity of strength training, especially among older demographics, driven by consumer demand. The conversation also covers the evolution of boutique fitness, exploring opportunities in yoga and Pilates. They examine the need for improved client connections and draw insights from the hospitality industry to boost customer experience in gyms. With Gen Z being the most health-informed generation, the future of fitness looks promising!