MARSHFIELD - July 13, 2026 - The Marshfield Select Board has delayed a local gym’s ambitious bid to introduce an automated, facial-recognition alcohol dispensing system, citing paramount concerns regarding supervision and the safety of town youth. The board voted unanimously to continue the public hearing for EK Enterprises Inc., doing business as Train4Life, to allow the applicant time to address oversight gaps and consult with the Marshfield Police Department.
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Edward Mazzuchelli, representing Train for Life located at 8 Progress Way, appeared before the Select Board seeking an annual wine and malt beverages restaurant license. The proposed license would support a new upstairs lounge overlooking the facility’s four golf simulators.
To operate the lounge without a traditional bartender, Mazzuchelli proposed utilizing “iPourIt,” an automated wall-dispensing system. The system uses Amazon facial-recognition technology to match patrons with their uploaded identification and issues RFID tracking to limit alcohol consumption per hour.
However, the Select Board immediately questioned the lack of physical human supervision. Select Board members pointed out that the first floor of the complex is a highly popular gym frequented by local teenagers and high school students.
Select Board member Eric Kelley expressed deep skepticism regarding the reliance on automated technology over human oversight.
“I’m not a big fan of all this technology per se... I’d rather go up and see a regular bartender and have them serve me instead of Big Brother watching over. This is a whole new system... and the Chief of Police needs to be involved in this.” [36:09] — Eric Kelley, Select Board Member
Board Chair Rick Smith agreed, stating that he would not personally support the license unless a designated, TIPS-certified employee is physically present on the second floor to monitor behavior and prevent drink sharing with underage patrons.
The board voted 2-0 to continue the public hearing to August 3, 2026, instructing Mazzuchelli to meet with Police Chief Phil Tavares to evaluate the property and formalize a physical supervision plan.
