#230: Brian Kirkbride, Co-founder & Co-CEO of FitLab

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Today, I’m joined by Brian Kirkbride, co-founder & co-CEO of FitLab.

An experienced founder, Fortune 500 exec, and investor, Brian oversees the company’s 11-brand portfolio of studios, equipment, and experiences — including Assault Fitness, XPT, Ragnar, and McGregor FAST. With $65M in fresh financing, FitLab is pushing expansion.

In this episode, we discuss the company’s integrated lifestyle platform.

We also cover:

  • Acquiring vs. building companies
  • Partnering with Nike to launch boutique studios
  • Uniting memberships and experiences across portfolio brands


The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities.

(00:00) Introduction
(00:40) The FitLab state of the union
(02:04) FitLab’s vision
(11:53) Decision-making processes for acquiring, partnering, or building new brands
(16:53) Progress towards achieving a fully integrated system
(19:05) Fitness industry future and challenges
(24:02) Consolidation, integration, scaling, and execution
(27:36) Partnership with Nike
(34:15) Nike’s training and running studios
(37:31) Nike’s digital fitness initiatives
(40:12) Wearable data and integration
(43:52) Holistic health and preventative care
(46:11) Future roadmap
(48:47) Conclusion

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