Longevity science is going mainstream and members want access to more than just workouts. We’ll explore how fitness brands are commercialising lab-backed tools like VO2 max testing, biological age tracking, hormone and metabolic panels, hyper-personalised recovery, and functional movement diagnostics to deliver on healthspan promises. Walk away with the playbook to package, price, and position these offerings for long-term loyalty and premium revenue.
Jeff Zwiefel
Jeff Zwiefel is the former President and Chief Operating Officer of Life Time, where he played a pivotal role in shaping the company’s evolution over more than two decades. A nearly 40-year veteran in the fitness and wellness industry, Jeff has led large-scale operations and strategic growth initiatives that have helped redefine how health clubs deliver value to their members.
Now, Jeff is channeling his deep expertise and personal passion into the rapidly emerging field of longevity and healthy aging. He is currently partnering with Life Time to lead the development of MIORA — Longevity and Performance, a groundbreaking, science-backed program designed to optimize healthy aging through personalized, clinical-grade interventions.
MIORA represents the next frontier in Life Time’s ongoing mission to deliver a Healthy Way of Life. Building on the company’s 30+ years of leadership in fitness, nutrition, and wellness, MIORA brings together advanced diagnostics, hormone optimization, and performance-based lifestyle programming to empower individuals to live longer, healthier, and more vibrant lives.
Dr. Mark Kovacs
Dr. Mark Kovacs is a leader in the human performance, wellness & longevity fields. He previously served in senior executive roles at Canyon Ranch, Cleveland Cavaliers (NBA), Pepsico, Gatorade and the United States Tennis Association. He played a key role in developing next-generation solutions in longevity programming, biometric monitoring, predictive recovery and nutritional product development through science and education. He is recognized globally for his work at the intersection of human performance, wellness, sports, technology, and longevity. A former NCAA champion athlete and professional tennis player, he has worked with some of the top companies, brands athletes and executives with the goal of maximizing human performance. Dr. Kovacs advises Fortune 500 leaders, elite athletes, and organizations worldwide on durability, connected health, wellness, health and longevity infrastructure, equipment and facilities planning and design.
