ESPRESSO TIME | LAVAZZA DANIELE FOTI

The end of the Summer means that there are functions that take place that wraps the city up in the festivities - the US Open is one of them as everyone shares their love of their favorite athletes who play tennis. In addition to a number of activities that we attended during this time, we were guests of Lavazza at their US Open Suite at Arthur Ashe Stadium where we were not only able to catch Mixed Doubles with tennis’ biggest stars, but we got to know more about the brand, previewed a launch of their latest machine, and even got to see amazing partnerships that they are involved in! We got to hear about this and more from Daniele Foti, VP of Marketing at Lavazza North America. We sat down with Daniele to talk about many of the things we saw that we’re now able to share with our community.

ATHLEISURE MAG: Before we delve into all things Lavazza, can you tell us a bit about your background and how you came to the brand?

DANIELE FOTI: My career began in finance after earning a degree from Bocconi University in Milan and a Master’s in Accounting from Sweden. Those early experiences at General Electric Capital and Coca-Cola HBC gave me a strong grounding in business fundamentals. Over time, I found myself increasingly drawn to roles where I could have a direct impact on the business and help drive growth — understanding consumers, shaping brands, and supporting organizations in their evolution. That led me to roles at Reckitt Benckiser and L’Oréal Italy, where I honed my expertise in sales, trade marketing, and overall brand strategy.

AM: For those that are not familiar with Lavazza, what can you tell us about it?

DF: Lavazza is, at its heart, a family story built on more than 130 years of dedication to coffee and to quality. From the very beginning, the brand has represented Italian craftsmanship and innovation, from the first espresso blends to today’s sustainable coffee solutions. We are not just about coffee as a product; we are about coffee as a moment of joy, connection, and pause. Whether at home, in the office, or out in the world, Lavazza exists to elevate the everyday ritual of coffee into something memorable and meaningful.

AM: You’re the VP of Marketing at Lavazza. What does this role entail?

DF: My mission is to shape how consumers experience Lavazza across North America. That includes building campaigns that bring our heritage and innovation to life, creating partnerships that amplify our presence, and ensuring every interaction, from packaging to experience, reflects our premium Italian DNA. At its core, my role is about storytelling and helping people see coffee not only as part of their day but as part of their lifestyle.

AM: We had the pleasure of attending your US Open Suite to watch Mixed Doubles matches as well as to learn more about the brand. You presented Flavia at the suite. What should we know about it?

DF: Flavia reflects Lavazza’s commitment to bringing premium beverage experiences anywhere, especially in workplaces and home offices. It delivers café-quality coffee, lattes, hot chocolate, and a full variety of drinks at the touch of a button. At the US Open, guests experienced the new Flavia Aroma Brewer firsthand, discovering how it transforms an everyday break into a moment of indulgence — not just for coffee, but for any beverage the platform can provide. Flavia embodies the concept of “Expect More” — it’s about elevating every pause; offering multi beverage versatility, and creating a premium, indulgent experience every time.

AM: You have partnered with Jannik Sinner (Winner: Australian Open - 2, Wimbledon - 1, US Open - 1) for a while now. What can you tell us about how the brand and this athlete connected and why is this partnership important to you?

DF: Our partnership with Jannik is a natural and long-standing one, spanning over 10 years. Coffee and tennis both require dedication, rhythm, and energy, and Jannik embodies those qualities beautifully. Over the years, we’ve celebrated this connection through activations like the US Open, where Lavazza brings fans closer to the sport and the rituals that fuel performance. His authenticity, drive, and joy in what he does perfectly mirror Lavazza’s values. Together, we highlight excellence, consistency, and the everyday rituals—on and off the court—that make great achievements possible, and we serve as ambassadors of Italian excellence in the world.

AM: While we were at the suite, we got to see about some upcoming partnerships that are taking place with Apple TV’s The Morning Show. What can you tell us about this?

DF: Lavazza is proud to be part of the upcoming fourth season of The Morning Show, now streaming on Apple TV+. This partnership highlights our commitment to bringing moments of calm, warmth, and connection to people’s mornings. Amid the chaos of daily life, Lavazza offers a ritual to reflect, reset, and reconnect—reminding viewers that mornings are an opportunity to “Make Your Morning a Show.”

AM: With the holiday season coming up, what can we expect to see from the brand that our community can be excited about?

DF: The holidays are about conection, and coffee often plays a role in those moments. This season, we want to inspire people to slow down, savor, and share joy over a great cup of coffee. Whether it is gifting, entertaining, or simply taking a quiet moment for yourself, Lavazza will be there to make it special.We’re also excited to bring a unique experience to Art Basel this year, where fans can engage with our brand in an immersive, creative way—celebrating both art and the pleasure of coffee.

AM: Are there any upcoming projects that we should know about that are taking place this year or even early next year?

DF: Yes, there is a lot of momentum. We have recently partnered with American Airlines to bring Lavazza coffee into their premium cabins, giving us the opportunity to share our blends with travellers around the world. We are also expanding our footprint in the U.S. hospitality and entertainment sectors and continuing to bring Luigi, our beloved Lavazza coffee-robot, to new cities for more immersive brand experiences. Consumers should also look forward to our annual calendar and a special experience at Art Basel this year — we’ll have more to share soon! Looking ahead, Lavazza will continue to invest in exciting new initiatives in the market throughout 2026, making next year another thrilling chapter for the brand.

IG @lavazzausa

PHOTOGRAPHY COURTESY | Lavazza

Read the OCT ISSUE #118 of Athleisure Mag and see ESPRESSO TIME | Lavazza - Daniel Foti in mag.

ATHLEISURE LIST | FITFUSION NYC

When you don't feel like working out outside of your home or you're traveling and don't want to miss your workout, there is a solution. FitFusion is the leading online workout streaming platform that allows you to access hundreds of different kinds of workouts, lead by the most sought-after trainers in the world. Created by Jillian Michaels, FitFusion has you covered with everything from pilates to weight-training to cardio. With FitFusion you can workout whenever and wherever you want, AND you can do any kind of workout that you’re in the mood for that day.  

Not only are you getting workouts led by the top trainers in the business, FitFusion also allows you to customize your workouts to keep things interesting and dynamic, giving you the most effective training possible. FitFusion has a wide variety of workouts, all lead be some of the best trainers in the world and shot with the finest production quality. It's a place you can go for great workouts by great trainers to give you the results you want!

You can find very basic beginner workouts, as well as intense total body HIIT
workouts, and everything in between! This makes it possible for anyone to find a workout that challenges them on any level.

For only $9.99/month, FitFusion members have unlimited access to any type of workout at any level. No matter what your fitness goals, FitFusion has what you need. There's even a free 2 week trial if you'd like to check them out to see how it works for you. 

Today you could do a killer full-body workout with Jillian Michaels, tomorrow you could do HIIT training with Zuzka Light, and the next you could do yoga with Tara Stiles. FitFusion's on-demand streaming premium workouts are available via the site, app, Chromecast, Roku, Amazon Prime, Apple TV, AT&T, Bell TV, DIRECTV, and U-verse. 

FitFusion will continue to add more videos to the platform such as the recent addition of Tone & Shred. This new series is a collaboration between Jillian Michaels and the founders of Tone It Up, Karena Dawn and Katrina Scott. This workout is exclusive to the streaming network.

The power packed fitness series includes three one-of-a-kind workouts: Tone & Shred: Total Body, Tone & Shred: Bikini Booty, and Tone & Shred: Abs. Each 20-minute workout combines techniques from the most popular, effective fitness modalities – HIIT, Yoga, Pilates, dynamic resistance training and more – to provide heart-thumping, body shredding variety and incredible results.   

We caught up with the Tone It Up ladies to find out more about Tone & Shred.

ATHLEISURE MAG: How is Tone It Up different then Tone & Shred?

KARENA DAWN: Tone & Shred combined our two styles to create a cohesive workout that works for both of our audiences. Jillian is known for really high intensity, while ours is amazing for toning, but also just having a great time. Together, we created workouts that not only bumped up the intensity and sculpting, but will make you laugh and feel like you’re just hangin’ out with your gal pals!

AM: How did the collaboration between you and Jillian Michaels come about to create this method?

KATRINA SCOTT:  Jillian, Katrina, and I had dinner a while back and we decided… why not do this?! Jillian loves the Tone It Up Community and she has always been such a fitness icon to us. We wanted to make something that combined both of our styles for a totally killer, amazing sweat sesh.

AM: Having this on FitFusion and being able to mix both of your followers together, how is that a benefit to your brand and your platform of fun fitness?

KD: We’re always looking to expand our brand to new audiences and other fitness-minded individuals. The Tone It Up Community is growing everyday with more and more totally boss babe women and we’re just so excited to see new faces - yes, we Instagram stalk ALL of our girls ;)

AM: Within Tone & Shred, what is your favorite move that you were able to add?

KD: There’s a bunch of totally different, sweat worthy moves in these workouts, but one of my favorites is the ninja burpee. It was by far the most challenging move of the series but it was so fun to learn and a female competitor will be chosen. 

 
Read more from the Jan Issue.

TAILORED BY TEE MAJOR

In our inaugural issue in January, we interviewed health and fitness guru, Jillian Michaels. Recently, we connected with her protege, Tee Major, who is known for his military based workout method and knew this was a great fit for our community. We chatted with Tee to find out more about his vision and method

ATHLEISURE MAG: Prior to working in the fitness industry, did you always want to work in this field?

TEE MAJOR: No. I actually had the dream of being an MTV VJ! This dream influenced my decision to choose a University on the east coast while being recruited to play collegiate football. I choose a small school with an even smaller strength & conditioning program. Fortunately, my strength coach in high school was very good and instilled great fundamentals in me early on. This knowledge, along with a desire to help others, blossomed in college and became a focus after graduation.

AM: You have modeled for a number of top fitness brands, are there any campaigns/ads that stick out as your favorite?

TM: I had the pleasure of working with Adidas on an “Impossible Is Nothing” collegiate campaign. I loved the message and the images were on numerous collegiate campuses. I had friends all over the country “spotting” me. That was great.

AM: Prior to focusing on your fitness programs and courses, how did you get involved in training military members - how did that focus the style of working out that you do?

TM: I lost a studio to a bad flood in Rhode Island back in 2010. I relocated to Boston and started training outdoors in parks. I had no money and no equipment so I had to get creative with my bodyweight routines. I was home that year over Christmas (broke again because nobody trains outdoors in the winter in Boston) and my Aunt was talking about her position as a recruiter for a government contractor. I was curious what someone with my degree could do overseas. She said, “You’re a trainer right? Why don’t you go over and train troops?” A lightbulb went off in my head and I immediately went to work making contacts to secure a contract. I guess my particular skill set and experience was enticing as I found myself on a plane to Baghdad that February.

AM: What is the Kaizen Philosophy? 

TM: Kaizen is a Japanese business philosophy that I adopted and adapted to fitness. Kaizen (Japanese for "improvement" or "change for the better") refers to a philosophy or practices that focus upon continuous improvement of processes. When humanized, kaizen refers to activities that continually improve all function and aims to eliminate waste in movement and nutrition. We take large goals like weight loss and strength gains, and break them down into small attainable goals. We then spot and eliminate wasteful movements or “muri" and make small, systematic improvements. In all, my process suggests an efficient approach to fitness that strives to increase individual productivity during the journey of self improvement. Kaizen is a daily activity and when adhered to, can enhance our performance in sport, work, and even in our daily lives. 

AM: Do you tailor the workouts differently for men versus women?

TM: Workouts should be tailored according to individual goals and level of experience. An athlete’s workout is programmed different from someone just starting a fitness routine. A dancer going on tour will train differently than a soldier going on tour. 

AM: What sets your method apart from others that may combine workouts that are done within military training as well as using your own body as a weight?

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TM: I tend to focus a lot on using movements that improve force, core strength and mobility. The core is the center of mass and center of all strength output to the limbs. If you improve core strength than all subsequent scores of strength usually rise with it. What you can do with that strength depends largely on your body’s ability to effectively transfer the energy to other parts of the body. If you lack mobility, the system tends to break down resulting in a loss of force. The troops I trained were often in austere conditions with minimal resources so I also tend to focus on creating quick and efficient workouts that can be done in a small space in a short period of time. 

AM: The Athleisure Mag team was first introduced to you when we saw you on an episode of E!'s 'Just Jillian' show - how is it working with this health guru and how has it enhanced what you do in terms of your brand?

TM: Jillian is honest, sincere, and has an intense passion for everything she does. I love her aggression and desire to succeed. It’s contagious. Being around her has inspired me to create more professional content and create alliances with larger brands to expand my reach and reach more people with my philosophy.

AM: With summer a few weeks away, what workouts (or program) should we do to have great abs as we get ready to hit the beach?

TM: It’s never too late to start your journey! It’s definitely time to shred that winter weight. I would be mixing metabolic conditioning workouts with weight training like I created in my 90-day BW44 program. It’s days of bodyweight training that alternate with weight training. It’s the workouts routine I was on when I completed the “44 Best Bodyweight Exercises Ever!”. It’s not for the faint of heart!

AM: What are your ultimate power foods that keep you in shape that we should have within our diet?

TM: I eat a lot of nuts and seeds like walnuts, almonds, flax and chia seeds. Cayenne, apple cider vinegar, and garlic are also staples in my diet.

AM: Are there any projects you're working on that you can share or places that we can catch you next?

TM: I’m creating a 100% bodyweight program called “The Dirty Basics” that will be available soon at www.TeeMajor.com. It’s a 20 minute workout for beginners looking to jumpstart their metabolism and get into bodyweight training. The focus is on fundamental movements. I also toss in a few of my unique moves like the Hurricane Burpee and Plank Marches to keep it fun and challenging. I’m also going to be working on a program with TRX for use with their Tactical Box. It’s a mobile gym in a container. Reminds me of my days with the troops. It’s sick.

AM: Besides your website, are there other places that we can see you if we wish to add your workouts into our weekly plans?

TM: I created a workout called “MAX PT” on the Fitfusion platform. It’s probably the hardest bodyweight workout out there.

AM: As a trainer within Fit Fusion, how has that enhanced your visibility and outreach?

TM: Fitfusion has some of the worlds best trainers content in one place. We are now on Apple TV and ATT Uverse with more to come. To be placed on the same platform as these talents has put my face, name, and workouts in millions of households. Years ago that was only possible via TV or mail. If you could ever get all these trainers in the same room the overflow of knowledge and talent would be mind blowing. I’m happy to be a part of the rapidly changing fitness industry.

Read more from the April Issue