The best fitness businesses aren't just gyms — they're communities with a shared identity, a set of values, and a genuine sense of belonging. Jarett Perelmutter, CEO of BRICK, has made that insight the foundation of everything he builds.

Matthew Januszek welcomed Perelmutter to Escape Your Limits to explore what it really means to create a fitness family, how generosity of knowledge becomes a competitive advantage, and why the most innovative operators are often the most selfless ones.

About Jarett Perelmutter

Jarett Perelmutter leads BRICK with a philosophy that distinguishes him in a crowded fitness landscape: he believes in building something bigger than any individual member or business metric. As CEO, he has positioned BRICK around the concept of community — not as a marketing angle, but as the actual operating principle.

His approach to innovation is rooted in adaptability. Perelmutter is, by his own design, a master of iterating on original ideas — taking what works, pushing it further, and letting go of what doesn't. That flexibility has allowed BRICK to develop in ways that feel organic rather than forced, creating a brand with genuine depth.

What makes Perelmutter stand out in the industry is his commitment to sharing knowledge selflessly. He operates on the belief that a rising tide lifts all boats — that the fitness community as a whole benefits when successful operators share what they've learned. The results show up not just in BRICK's membership but in the wider ecosystem of businesses and individuals his approach has influenced.

What Jarett Perelmutter and Matthew Januszek Talked About

• Community is not a marketing strategy — it is a structural choice about what kind of organisation you want to build, and BRICK is a case study in doing it deliberately.
• Innovation without adaptation stalls; Perelmutter's ability to iterate on original ideas is what keeps BRICK evolving rather than calcifying.
• Selfless knowledge-sharing creates compounding returns — generosity in a competitive industry is not naive, it is strategically differentiated.
• The 'rising tide lifts all boats' philosophy, applied authentically, builds the kind of trust and loyalty that no advertising budget can manufacture.
• A fitness family — members who feel genuinely connected to each other and to the brand — is more resilient than any single programme or product.
• Developing community around fitness creates benefits that extend beyond the physical: members' mental wellbeing and even professional networks grow alongside their fitness.
• The most durable fitness businesses are built on values that outlast any trend — and values that show up in practice, not just in mission statements.

Why This Conversation Matters

Matthew Januszek's work with Escape Fitness USA has always been about more than equipment — it's about creating the conditions for genuine fitness communities to thrive. Jarett Perelmutter is one of the practitioners who has taken that idea furthest, and the BRICK model offers a blueprint worth studying for anyone serious about building in this space.

For the LIFTS Podcast audience and Escape Fitness USA's network of operators and partners, this conversation is a practical and philosophical look at what community-first fitness actually requires. Perelmutter doesn't just talk about the vision — he has built it, iterated on it, and shared it openly. That combination of ambition and generosity is exactly the kind of leadership the industry needs more of.

▶  Watch the full episode on YouTube

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